Marketing Tips without selling your first born…

Today’s format…• Why is marketing

expensive?• Time vs Cost• Low cost approach

to advertising• Editorial

techniques

• Digital techniques• Face to face

techniques• GROOVY TOOLS

Why is marketing so expensive?

• Specialist tools cost a lot of money• High expectations• There’s no such thing as a five

minute job• There’s often a value put on

‘reach’ e.g advertising circulations/eyeballs/footfall

Time versus cost

Money hungry

• Exhibitions• Advertising• Sponsorship• Direct mail• Websites

Time hungry

• Social media• Blogging• Networking• Face to face

techniques

Low cost advertising• Play the ‘deals

game’• Parish magazines• Inserts - publisher• Inserts -

newsagents

• Newsagents windows

• Supermarket notice boards

• Church and community noticeboards

• Targeted leaflet distribution

Know the press in your sector

• Every industry has its own trade press

• Read by everyone in that sector

• Influential and powerful

• Possible to get coverage without having hot news

Media Hooks

• There are 5 media hooks guaranteed to get coverage in any national newspaper or broadcast media…

How does that help you?

• Change– What has changed? If nothing – there’s no

story• People– People make a story come alive – case

studies, testimonials etc.• Conflict– Two schools of thought fighting – e.g.

energy debate, law suit stories, bucking the trend

Overview of ways to get coverage

• News• Features• Letters page• Profile articles• Opinion article• Press events• Exhibitions and

trade shows• Statistics and

surveys

• Blogs• Piggy backing• Story pitching• Competitions• Reviews• Stunts• Social media• Building

relationships with journalists

Press releases

• The first step for press relations• Reasons for sending a release…

• New order win• New product or service• Something has changed in your organisation

» Investment, new senior staff• Partnership agreements• Financial results• Quirky human interest stories

» Charity involvement, the ‘British eccentric’

• Industry specific• Part of a wider issue

in your industry• Press releases• Use relevant quotes,

statistics and pictures

Oxley’s Health Spa, Ambleside

Opinion articles

• Coverage without news• Controversial comment

is always welcome• Pick ‘hot topics’

Profile PiecesGreat when you have

no news‘Pitch’ when you are in

the middle of a positive trading period

Look for an unusual angle

Features

Stunt examples…

Face to face techniques• Networking clubs• Speaking

engagements• Visiting trade

shows• Attending

conferences• Share trade stand

space

• Referral networks• Buzz marketing• Mentoring schemes• Volunteering

Digital techniques• Facebook• Twitter• Linked-in• Pinterest• Google +• Instagram• Flickr• YouTube

• Blogging• Tumblr• MailChimp– Campaign Monitor– MadMimi– Constant Contact

• List building• PayPerClick• Social Media ads

CASE STUDYDARREN HARRIS - THERAPIST

Kendal based therapy business• Website – using

Squarespace.com• Networking group – BNI• Leaflet display in

‘targeted’ outlets• Articles in Trail

Magazine (expert Q&A)• Head For The Hills

event (free speech in return for free stand)

• Cards via moo.com• Formal referral

network• “Massage miles’• Skills exchange• Industry

involvement• Volunteer

‘Transplant Games’• Happy clients

Cool tools• Squarespace.com• VCita web contact

tools• Crazyegg.com• Portent.com

(content generator)• IFTTT.com• Deathtotheistockpho

to.com• Morguefiles.com

• Flickr – creative commons license

• Speakpipe• Flipsnack• (snack widgets)• Moo.com• Surveymonkey.com

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