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05.10.11 - Innovative Marketing Strategies - Bridgwater

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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 …

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.

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  • 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
  • 8. Marketing is NOT…
  • Marketing is…
    Opportunity to earn profits
    A chance to cooperate with other businesses
    Process of building lasting relationships
  • 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
  • 76.
  • 77. Noah Kalina
    21m views on YouTube in 5 years
    Now that’s the magic of web marketing
  • 78. Guerrilla e-marketing
  • 79.
  • 80.
  • 81. Agenda
  • World Wide Web – Reality Check
  • 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
  • 97. Is your business ready?
    Do you have
    • Phone systems in place to deal with calls?
    • 98. People to deal with enquiries?
    • 99. Stock to deal with uplift in orders?
    • 100. Logistics in place to deliver on new orders?
    • 101. Cashflow to meet increased demand?
  • Is your site ready?
    Do the pages open quickly?
    Is it easy to navigate?
    Loaded with compelling and relevant content?
  • 102. Does it Grab the Attention?
    A –
    I –
    D –
    A –
    Grab their ATTENTION
    Generate an INTEREST
    Build the DESIRE
    Promote the ACTION
  • 103. Agenda
  • Online Networks
  • 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
  • 121. Facebook
    1bn
    shared each week
  • 124. Facebook
    Facebook now has a greatershare of theinternet than
  • 125. Online Networks – How
    www.facebook.com
  • 126. Facebook – Getting Started
    3 Types of presence
  • Facebook – Getting Started
    3 Types of presence
    Best for brands and businesses
  • 135. Facebook – Getting Started
    3 Types of presence
    • Group – both
    • 136. Linked to Site Admin
    • 137. New members have to be approved
    • 138. Send “Direct” messages to members
    • 139. Ugly URL
    Great 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
  • 143. Facebook – Advertising
  • Social Networks – Build your profile - Groups
    • Search for groups
    • 150. Join some groups
    • 151. Start your own group
    • 152. Contribute and add value
    • 153. Link back to your website
  • Agenda
  • Business Networks
  • 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
  • 173. Linkedin – Advertise
  • Agenda
  • 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’
  • 191. Viral Marketing – How & Why
    • Discount Voucher intended for Suppliers and their Friends
    • 192. Circulated via chat-rooms, blogs and email 800,000 times
  • Viral Marketing – How & Why
    • Created queues outside stores
    • 193. National TV news coverage
    • 194. National Radio coverage
    • 195. National Print news coverage
    • 196. Generated a rumoured £15m T/O
  • Britain’s Got TalentSusan Boyle
    Over 70m viewings in 1 week
  • 197. Viral Marketing -How
    Refer a friend
    Competitions
    Video
  • 198. Agenda
  • Video Marketing
  • 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
  • 213. Video Marketing
    Your Video
    • Outsource to Video Production Company
    • 214. DIY
  • Video Marketing
    Your Video
  • 215. Video Marketing
    Your Video
  • 216. Video Marketing
  • 217. Video Marketing
  • 218. Video Marketing
    Your Video
    • Look for an angle
    • 219. Look for the competition
    • 220. Get a feel for YouTube
    • 221. Think how else it could be used
  • Video Marketing
    Your Video
    • Prepare prepare prepare
    • 222. Prepare and learn your script
    • 223. use cue cards
    • 224. Prepare your location
    • 225. quiet and free from disturbance
    • 226. Prepare yourself
    • 227. Get filming
  • Agenda
  • Email Marketing
  • 236. Why Email Marketing?
    • Build Loyalty
    • 237. Remind former clients that you are still around
    • 238. Advise clients of full range of services
    • 239. Provide easy access to latest – news/advice/offers
  • Why Email Marketing?
    It’s Not Expensive
  • 240.
  • 241. Why Email Marketing?
    It’s Effective
  • 242. Why Email Marketing?
  • 243. Email Marketing – Key Elements to success
    • Develop your database
    • 244. Existing Client Data
    • 245. Encourage Subscription through website
    Offer enticement to subscribe
    Exclusive deals, Top Tips, early access to information
    • Subscription through other routes
  • Email Marketing – Key Elements to success
    Quality Content
  • Email Marketing – Measure by Measure
    What can be measured
  • Email Marketing – Measure by Measure
  • 254. Email Marketing – Tools
    • Mail Chimp www.mailchimp.com
    • 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
    • 260. Graphic Mail www.graphicmail.co.uk
  • Agenda
  • 269. Blogging – Why
    • An easy way to update latest news
    • 270. An informal way of communicating
    • 271. Helps with the search engine position of your website
    • 272. Opens your business to a wider audience
    • 273. Helps keep your clients updated
  • Blogging – When
    When you have something to sell
    When you have something new to offer
    When something changes
    When you have some news
    When you have something to say
  • 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
  • 276. Agenda
  • TWITTER
  • 285.
  • 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
  • 288. Twitter – Why
    • Easy to use
    • 289. Easy way to keep in touch
    • 290. A way to reach potentially large market
    • 291. Short sharp communication tool
  • Twitter – How
    Go to www.twitter.com
  • 292. Twitter – How
    Write a short profile
  • 293. Twitter – How
    Find People to Follow
  • 294. Twitter – What to Tweet
    Anything
  • 295. Summary
  • Thank You
    Andy PoultonBusiness LinkM: 07966 547146andy.poulton@businesslinksw.co.uk
    andypoulton
    andypoulton
  • 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
  • 312. Services available in the South West
    Advice on trading in Europe including:
    VAT
    EU policies & directives
    CE marking
    legislation
    Intellectual Property advice
    Access to the Networks Partner Search Tool
    Support to access European R&D funding :
    • Framework Programme 7 – FP7
    • 315. Euro Stars
    • 316. Assistance with R&D Applications
  • European Partnership Service
    http://www.enterpriseeuropesw.org.uk
    http://www.eensw.co.uk
  • 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

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