Business West held a one day workshop on Innovative Marketing Strategies for Small Businesses on a limited Budget, this covered Guerrilla Marketing, Fusion Marketing, Affilliate Marketing and Joint Venture Marketing along with learning about the socail media tools you can use to put these strategies into action.

1. Innovative Marketing Strategiesfor small businesses with a limited budget Bridgwater Wednesday 5th October 2011

2. Agenda 09.00am Registration and Coffee 9.30am Welcome and Introduction Tara Gillam, Business West 9.40am Marketing Strategies Dan Storey, Guerrilla Marketing Guerrilla/Fusion/Affiliate/Joint Venture your Business 11.00amRefreshment Break 11.15am Marketing Strategies Dan Storey, Guerrilla Marketing Continued your Business 1.00pm Lunch 1.30pm Tools to implement your Marketing Strategies Andy Poulton, Business West Social Media Tools – How to be affective and generate business leads 3.30pm Enterprise Europe Network Tara Gillam, Business West Targeting Joint Ventures and using the Partnership Tool to access over 14,000 business opportunities 4.00pm Next Steps & Close Dan Storey, Guerrilla Marketing Refreshments and Networking Opportunities your Business

3. Dan Storey Guerrilla Marketing your Business Marketing Strategies Guerrilla / Fusion / Affiliate / Joint Venture

4. What we will cover today Overview of Marketing Marketing Plan Overview 7 Sentence Marketing Plan Joint Venture Marketing Fusion Marketing Affiliate Marketing Guerrilla Marketing Traditional Marketing vs Guerrilla Marketing Mindset of Marketing 200 Tools of Marketing

5. About Me Guerrilla Marketing Master Trainer NLP Master Practitioner & Trainer You/You You/I They/I

6. What is Marketing? Going after conventional business goals using unconventional means!

7. Marketing is… All Contact A Circle A Process The Truth made Fascinating Chance to Educate your Market how to Succeed Business more than Art Art of getting people to Change Their Mind

9. Direct Mail

10. Telemarketing

11. Brochures

12. Yellow Pages

13. Show Business

14. Stage for Humour

15. Invitation to be Clever

16. Complicated

17. A Miracle Worker

19. 7-Sentence Marketing Plan 1 – Purpose of Marketing Call to Action? Definitive progression towards a sale Visit your store Call your sales team Follow you on social media Go to a specific web page Influence speed of action?

20. 7-Sentence Marketing Plan 2 – Competitive Advantage Why should people do business with YOU? Link to tagline?

21. Taglines - Guess the Company Just Do It What’s in your wallet? Built for the road ahead Connecting People I’m Lovin’ It 57 Varieties They’re Grrrrreat!

22. Taglines - Guess the Company The Un-Cola Think outside the bun When you can’t brush after every meal I’d rather fight than switch Raising the bar Power of dreams Trusted to deliver excellence That was easy

23. 7-Sentence Marketing Plan 3 – Target Audience Key to marketing success 92/4/4 Nanocasting

24. 7-Sentence Marketing Plan 4 – Marketing Tools/Techniques Suitable for target audience Context as well as Content Over 200 Marketing tools/techniques

25. 7-Sentence Marketing Plan 5 – Niche Your position in the market place Specialist functions

26. 7-Sentence Marketing Plan 6 – Corporate Identity What are the values of your company All things equal, these can set you apart from competition

27. 7-Sentence Marketing Plan 7 – Budget Average company spends just under 4% What happens to the average business? Key to success = Measurement

28. Joint Ventures Fusion Marketing Affiliates

29. Why? Rapid marketing and sales results through existing channels Reduce marketing spend by not having to do lead generating activities Improved results by getting endorsements from marketing partners Great for companies looking for quick wins in new markets

30. Joint Ventures Utilising an existing marketing channel Win-Win-Win Customers JV Partner You Do it for them Make it easier to say yes than no

31. Joint Ventures Choosing a partner Client Demographics Similar Values Survey your existing clients Networking

32. Partner Search Tool

33. Fusion Marketing Multiple companies marketing to the same group of people Shared marketing cost Useful if clients looking for all-in-one solution Examples Wedding services Local business magazine

34. Affiliate Marketing Allow other people to sell your products/services for you Many big retailers offer commission for sales Amazon iTunes Expedia Insurance Companies White Label websites/Drop Shipping

35. Guerrilla Marketing Examples

36. Guerrilla Marketing Examples

37. Guerrilla Marketing Examples

38. Guerrilla Marketing Examples

39. Guerrilla Marketing Examples

40. Guerrilla Marketing Examples

41. Guerrilla Marketing Examples

42. Guerrilla Marketing Examples

43. Guerrilla Marketing Examples

44. Guerrilla Marketing Examples

45. Guerrilla Marketing Examples

46. Guerrilla Marketing Examples

47. Business Cards?

48. Business Cards?

49. Business Cards?

50. Business Cards?

51. Business Cards?

52. Business Cards?

53. Business Cards?

54. Business Cards?

55. Business Cards?

56. How to increase sales using Guerrilla Marketing? Coca Cola Friendship Machine 12 Foot Vending Machine 40x Regular Sales

57. Traditional vs Guerrilla Marketing Invest Time, Energy, Imagination & Knowledge Removes the Mystique Geared to Small Business Profits as main yardstick Based on Psychology (not Guesswork) Focus (not Diversification) Grow Geometrically (4 Ways) Fervent Follow Up

58. Traditional vs Guerrilla Marketing Cooperate (not Compete) Meme (not Logo) Giving (not Taking) Me vs You Marketing Promotes Marketing Combinations Relationships over Sales Very Techno-cozy Individuals not Groups (Nanocasting)

59. Traditional vs Guerrilla Marketing Intentional (focus on the Details) Gain Consent Monologue vs Dialogue Needs vs Wants Problems (not Benefits) Provides 200 Tools/Techniques

60. Mindset of Marketing Influence – Robert Cialdini Reciprocity Commitment & Consistency Social Proof Authority Liking Scarcity

61. Mindset of Marketing Repetition 5000 marketing messages daily Delete 2/3 we are even interested in 9 exposures to move to purchase readiness 74% need 2 different forms of marketing 33% need 3 different marketing messages Public Intelligence is increasing

62. Mindset of Marketing Permission Marketing – Seth Godin Would not ask someone to marry you if you just met them in a bar. Need to develop a relationship based on ongoing value which leads to a sale.

63. Marketing Tools/Techniques 200 Guerrilla Marketing techniques available Only need to use those which are relevant to your client demographic Develop more within your marketing plan

64. Marketing Tools/Techniques Mini Media Business Cards Stationery Postcards Personal Letters Trade Shows

65. Marketing Tools/Techniques Maxi Media Advertising Direct Mail Television Do these last!

66. Marketing Tools/Techniques e-Media Website Blog Forums PPC Autoresponders

67. Marketing Tools/Techniques Info Media Knowledge of Market Customer Data Case Studies Articles Infomercials

68. Marketing Tools/Techniques Human Media Yourself Your employees Contact time with customers Job Title Networking

69. Marketing Tools/Techniques Non Media Service Word of Mouth Community Involvement Free Trial Product Placement

70. Marketing Tools/Techniques Company Attributes Name Intelligent Positioning Hours of Operation Service Price

71. Marketing Tools/Techniques Company Attitudes Easy to do business with Flexibility Speed Attention to Detail Passion & Enthusiasm

72. Questions?

73. Learn More 10th & 11th November 2011 2 day Guerrilla Marketing training Marketing principles Marketing Plan / Calendar 200 Marketing Weapons Internet / Social Media Psychology Memes £197

74. Andy Poulton Business West Business Link ICT Specialist Tools to implement your Marketing Strategies Social Media Tools – How to be affective and generate business leads

75. Guerrilla e-marketing

77. Noah Kalina 21m views on YouTube in 5 years Now that’s the magic of web marketing

78. Guerrilla e-marketing

82. Reality Check

83. Social Networks

84. Business Networks

85. Viral

86. Video Marketing

87. Email Marketing

88. Blogging

90. World Wide Web – Reality Check Vast Market Opportunity

91. World Wide Web – Reality Check 6.9 Bn 1.8 Bn

92. World Wide Web – Reality Check Lots of money spent online

93. World Wide Web – Reality Check 2009 2010 £88 bn £118 bn £150 bn £200 bn

94. World Wide Web – Reality Check 118 88 64.3 £ Bn 46.6 29.8 20.4 Source IMRG

95. World Wide Web – Reality Check New ways of working means People spend more and moretime online

96. World Wide Web – Reality Check PC Laptop Netbook iPad iPhone Smart Phone WiFi 3G 4G

98. People to deal with enquiries?

99. Stock to deal with uplift in orders?

100. Logistics in place to deliver on new orders?

102. Does it Grab the Attention? A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION

104. Reality Check

105. Social Networks

106. Business Networks

107. Viral

108. Video Marketing

109. Email Marketing

110. Blogging

112. Social Networks

113. Average age distribution across social network sites 25% 19% 18% 15% 10% 9% 3% 18-24 0-17 25-34 35-44 45-54 55-64 65+ Data source: Google Ad Planner

114. Social Networks Social Media is the No. 1 online activity

115. Social Networks 2/3rds of the Global Internet population visit Social Networks

116. Social Networks 10% of all internet time is spent on Social Networks

117. Social Networks www.facebook.com

118. Facebook If Facebook was a country it would be 1/ China 2/ India 3/ Facebook 4/ USA

119. Facebook Adds 1/2musers every day

120. Facebook 5bn minutesspent on Facebook EVERY day

122. news stories

123. blog postsshared each week

124. Facebook Facebook now has a greatershare of theinternet than

125. Online Networks – How www.facebook.com

127. Can join groups

128. Ugly URL

130. Can’t Join Groups

131. Can host apps

132. “Vanity” URL

133. Indexed by Search Engines

134. Visitor stats availableBest for brands and businesses

136. Linked to Site Admin

137. New members have to be approved

138. Send “Direct” messages to members

139. Ugly URLGreat for organising at a personal level and smaller scale interactions [<5000 members]

140. Facebook – Getting Started – build profile

141. Facebook – Getting Started – build page

142. Facebook – Getting Started – Join In

144. Either Cost per Click or Cost per 1,000 impressions

145. Measurable

146. Controllable

147. Daily Budget

148. Scheduling

150. Join some groups

151. Start your own group

152. Contribute and add value

154. Reality Check

155. Social Networks

156. Business Networks

157. Viral

158. Video Marketing

159. Email Marketing

160. Blogging

162. Linkedin – Networking for Professionals Over 120 million registered professional users in more than 200 countries

163. Linkedin – Networking for Professionals More than 50%located outside of the USA

164. Linkedin – Networking for Professionals More than 1.5mcompanies have a Linkedin Company Page

165. Linkedin – Networking for Professionals Adds 1mnew members every 12 days

166. Linkedin – Networking for Professionals More than 2bnpeople searchesin 2010

167. Linkedin – Networking for Professionals www.linkedin.com

168. Linkedin – Getting Started – build profile

169. Linkedin – Build Company Page

170. Linkedin – Getting Started – make contacts

171. Linkedin – Getting Started – find groups

172. Linkedin – Getting Started – Answers

174. Either Cost per Click or Cost per 1,000 impressions

175. Measurable

176. Controllable

177. Daily Budget

178. Scheduling

180. Reality Check

181. Social Networks

182. Business Networks

183. Viral

184. Video Marketing

185. Email Marketing

186. Blogging

188. Viral Marketing – How & Why Get other people to do your marketing for you It’s free Give them something in return if possible

189. 20 400 20 x 20 400 x 20 8000 8000 x 20 160,000 3.2m 160,000 x 20 Viral Marketing – How & Why

190. Viral Marketing – How & Why The Thresher ‘Virus’

193. National TV news coverage

194. National Radio coverage

195. National Print news coverage

197. Viral Marketing -How Refer a friend Competitions Video

199. Reality Check

200. Social Networks

201. Business Networks

202. Viral

203. Video Marketing

204. Email Marketing

205. Blogging

207. Video Marketing 2ndmost searchedsite on theinternet

208. Video Marketing 3bnvideos watchedevery day

209. Video Marketing 24 hoursof new contentuploaded everyminute

210. Video Marketing Average personspends15 minuteson YouTube every day

211. Video Marketing 70% of YouTube activity takes place outside of the USA

212. Video Marketing YouTube clips now incorporated in Google Search results

215. Video Marketing Your Video

216. Video Marketing

217. Video Marketing

219. Look for the competition

220. Get a feel for YouTube

222. Prepare and learn your script

223. use cue cards

224. Prepare your location

225. quiet and free from disturbance

226. Prepare yourself

228. Reality Check

229. Social Networks

230. Business Networks

231. Viral

232. Video Marketing

233. Email Marketing

234. Blogging

237. Remind former clients that you are still around

238. Advise clients of full range of services

241. Why Email Marketing? It’s Effective

242. Why Email Marketing?

244. Existing Client Data

246. Tailored

247. GRAB attention

248. Frequency

250. Number of bounces

251. Number opened

252. Number deleted without opening

255. Vertical Response www.verticalresponse.com

256. Constant Contact www.constantcontact.com

257. iMailer www.emailtools.co.uk

258. Reality Mail www.realitymail.co.uk

259. Mailing Manager www.mailingmanager.com

261. Reality Check

262. Social Networks

263. Business Networks

264. Viral

265. Video Marketing

266. Email Marketing

267. Blogging

270. An informal way of communicating

271. Helps with the search engine position of your website

272. Opens your business to a wider audience

274. It’s really easy to set up and run a blog 1/ Sign up 2/ Choose a look 3/ Get typing

275. Blogging – Where www.blogger.com www.wordpress.com

277. Reality Check

278. Social Networks

279. Business Networks

280. Viral

281. Video Marketing

282. Email Marketing

283. Blogging

286. Twitter

287. Twitter – Who 310m Businesses and Individuals International companiesCiscoIBMDell Informational ServicesNasaMarketing DonutStartup Donut Respected News ServicesBBCCNNDaily TelegraphBath Chronicle CelebritiesDemi MooreOprahStephen FryJonathan RossBritney Spears Small BusinessesWilliam Grant – FoxGrantWarren Cass – Business SceneLindsay Smith – Team PixieFiona Davies – Flame InteriorsAnthony Lloyd – Fallowfields HotelNeil Ryder – If OnlyBryony Thomas – Clear Thought Consulting PoliticiansDon FosterJacob Rees-MoggKerry McCarthyDuncan Hames

289. Easy way to keep in touch

290. A way to reach potentially large market

292. Twitter – How Write a short profile

293. Twitter – How Find People to Follow

294. Twitter – What to Tweet Anything

296. Reality Check

297. Social Networks

298. Business Networks

299. Viral

300. Video Marketing

301. Email Marketing

302. Blogging

304. Guerrilla e-marketing

305. Tara GillamBusiness WestEnterprise Europe Network - Client Services Manager Enterprise Europe Network Targeting Joint Ventures and using the Partnership Tool to access over 14,000 business opportunities

306. Enterprise Europe Network Targeting Joint Ventures and using the Partnership Tool to access over 14,000 business opportunities European CommissionEnterprise and Industry

307. What we will cover: Who are Enterprise Europe Network (EEN) Our Role Organisation Capability Services we cover in the South West European Partnership Service Case Studies Activity – creating your own profile Next Steps Questions

308. Who are Enterprise Europe Network Established in 2008 through merging the Innovation Relay Centre and European Information Centre, with additional support for R&D including FP7 & Eurostars Funded in part by the European Commission’s Competitiveness and Innovation Programme Global Reach covering 49 Countries 600 offices with approx. 5,000 staff on the ground Currently 15 people in South West, ensuring regional coverage

309. Our Role To stimulate business growth through collaboration, innovation and internationalisation. Our 4 key offerings are: Identifying new International business opportunities through our Partnership Service Provide advice on how to trade more effectively in European Markets and Internationally Guidance on accessing European Funding A European policy-feedback service, including business consultation

310. Organisational capability Europe’s largest business support organisation 11 Enterprise Europe Networks in the UK Not just EU Countries Now in 49 Countries Local yet Global Scotland (3 partner in consortium) Northern Ireland (1) North East of England (2) North West (4) Yorkshire (4) Midlands (3) East of England (1) Wales (2) London (4) South West of England (1) South East (3)

311. 49 Countries including:27 Member States + 21 Non-EU Members Armenia Bosnia and Herzegovina Chile China Croatia Egypt Macedonia Iceland Israel Japan Mexico Montenegro Norway Russia Serbia South Korea Switzerland Syria Tunisia Turkey USA

313. Technology

315. Euro Stars

317. European Partnership Service Over 14,000 Business Opportunities Currently FREE to use Commercial, Technical and Research Opportunities Search by Sector, Country of Origin, Offer or Request and Keyword

318. European Partnership Service No limit to how many “Expressions of Interest” you make Add your own profile to the database Find Partners for Collaborations Find Agents / Distributors / JV Partners

319. European Partnership Service

320. Commercial Profile 20110608016 Spanish company supplier of wines requests distributors / Commercial agents for its products in Austria, Belgium, Denmark, Germany, Ireland, Netherlands, UK and other countries. PDF Download E-Mail details to yourself Direct Enquiry through the website

321. Technology Profile 11 RU 86FG 3LJ9 Energy saving machine drive. The application of the technology reduces energy consumption of machine drives by up to 30-40%. The SME seeks partners for joint further development and adaptation of the technology to specific needs. PDF Download E-Mail details to yourself Direct Enquiry through the website

322. Case Study: Hemisphere Freight Engagement to Date: 47 Expressions of Interest 2 Partnership Agreements 1 Profile

323. Case Study: Isoperla Engagement to Date: 9 Expressions of Interest 1 Partnership Agreements 2 Profiles

324. Case Study: Rokkaplay Engagement to Date: 41 Expressions of Interest 2 Partnership Agreements 2 close to agreements 2 Profiles

325. Case Study: McCormick Weeks Engagement to Date: 2 Expressions of Interest 1 Partnership Agreements 1 Profiles

326. Activity – creating your own profile 10-15 minutes to complete the Business Profile Proposal Form What Profiles do you want to receive as they go live on the system “Alert Map”? Sector selection

327. Next Steps Webinar “How to get the most from our Partner Search Tool” Monday 10th October 2011 at 11.00am Monday 24th October 2011 at 2.00pm One of the team will contact you

328. Any Questions?

329. Tara Gillam – Client Services Manager Enterprise Europe Network South West T: 01275 370 867 M: 07765 999 296 E: tara.gillam@enterpriseeuropesw.org.uk W: www.enterpriseeuropesw.org.uk or www.eensw.co.uk

330. What's Next! Complete the Feedback Form Complete the EEN Profile Form Book onto a Webinar Book onto the 2 Day Guerrilla Marketing Event NETWORK OVER LUNCH