Marketing Internationally Developing a Strategy for small business owners on a limited Budget European Commission Enterpri...
What we will cover today: <ul><li>Overview of Marketing </li></ul><ul><li>Marketing Plan Overview </li></ul><ul><ul><li>7 ...
About Me <ul><li>Guerrilla Marketing Master Trainer </li></ul><ul><li>NLP Master Practitioner & Trainer </li></ul><ul><li>...
What is Marketing? Going after conventional business goals using unconventional means!
Marketing is… <ul><li>All Contact </li></ul><ul><li>A Circle </li></ul><ul><li>A Process </li></ul><ul><li>The Truth made ...
Marketing is NOT…
Marketing is… <ul><li>Opportunity to earn profits </li></ul><ul><li>A chance to cooperate with other businesses </li></ul>...
7-Sentence Marketing Plan <ul><li>1 – Purpose of Marketing </li></ul><ul><ul><li>Call to Action? </li></ul></ul><ul><ul><l...
7-Sentence Marketing Plan <ul><li>2 – Competitive Advantage </li></ul><ul><ul><li>Why should people do business with YOU? ...
Taglines - Guess the Company <ul><li>Just Do It </li></ul><ul><li>What’s in your wallet? </li></ul><ul><li>Built for the r...
Taglines - Guess the Company <ul><li>The Un-Cola </li></ul><ul><li>Think outside the bun </li></ul><ul><li>When you can’t ...
7-Sentence Marketing Plan <ul><li>3 – Target Audience </li></ul><ul><ul><li>Key to marketing success </li></ul></ul><ul><u...
7-Sentence Marketing Plan <ul><li>4 – Marketing Tools/Techniques </li></ul><ul><ul><li>Suitable for target audience </li><...
7-Sentence Marketing Plan <ul><li>5 – Niche </li></ul><ul><ul><li>Your position in the market place </li></ul></ul><ul><ul...
7-Sentence Marketing Plan <ul><li>6 – Corporate Identity </li></ul><ul><ul><li>What are the values of your company </li></...
7-Sentence Marketing Plan <ul><li>7 – Budget </li></ul><ul><ul><li>Average company spends just under 4% </li></ul></ul><ul...
<ul><li>Joint Ventures </li></ul><ul><li>Fusion Marketing </li></ul><ul><li>Affiliates </li></ul>
Why? <ul><li>Rapid marketing and sales results through existing channels </li></ul><ul><li>Reduce marketing spend by not h...
Joint Ventures <ul><li>Utilising an existing marketing channel </li></ul><ul><li>Win-Win-Win </li></ul><ul><ul><li>Custome...
Joint Ventures <ul><li>Choosing a partner </li></ul><ul><ul><li>Client Demographics </li></ul></ul><ul><ul><li>Similar Val...
Partner Search Tool
Fusion Marketing <ul><li>Multiple companies marketing to the same group of people </li></ul><ul><li>Shared marketing cost ...
Affiliate Marketing <ul><li>Allow other people to sell your products/services for you </li></ul><ul><li>Many big retailers...
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Business Cards?
Business Cards?
Business Cards?
Business Cards?
Business Cards?
Business Cards?
Business Cards?
Business Cards?
Business Cards?
How to increase sales using Guerrilla Marketing? <ul><li>Coca Cola </li></ul><ul><li>Friendship Machine </li></ul><ul><li>...
Traditional vs Guerrilla Marketing <ul><li>Invest Time, Energy, Imagination & Knowledge </li></ul><ul><li>Removes the Myst...
Traditional vs Guerrilla Marketing <ul><li>Cooperate ( not Compete ) </li></ul><ul><li>Meme ( not Logo ) </li></ul><ul><li...
Traditional vs Guerrilla Marketing <ul><li>Intentional ( focus on the Details ) </li></ul><ul><li>Gain Consent </li></ul><...
Mindset of Marketing <ul><li>Influence – Robert Cialdini </li></ul><ul><ul><li>Reciprocity </li></ul></ul><ul><ul><li>Comm...
Mindset of Marketing <ul><li>Repetition </li></ul><ul><li>5000 marketing messages daily </li></ul><ul><li>Delete 2/3 we ar...
Mindset of Marketing <ul><li>Permission Marketing  </li></ul><ul><li>–  Seth Godin </li></ul><ul><li>Would not ask someone...
Marketing Tools/Techniques <ul><li>200 Guerrilla Marketing techniques available </li></ul><ul><li>Only need to use those w...
Marketing Tools/Techniques <ul><li>Mini Media </li></ul><ul><ul><li>Business Cards </li></ul></ul><ul><ul><li>Stationery <...
Marketing Tools/Techniques <ul><li>Maxi Media </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Direct Mail </l...
Marketing Tools/Techniques <ul><li>e-Media </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Blog </li></ul></ul><u...
Marketing Tools/Techniques <ul><li>Info Media </li></ul><ul><ul><li>Knowledge of Market </li></ul></ul><ul><ul><li>Custome...
Marketing Tools/Techniques <ul><li>Human Media </li></ul><ul><ul><li>Yourself </li></ul></ul><ul><ul><li>Your employees </...
Marketing Tools/Techniques <ul><li>Non Media </li></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Word of Mouth </li><...
Marketing Tools/Techniques <ul><li>Company Attributes </li></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>Intelligent Po...
Marketing Tools/Techniques <ul><li>Company Attitudes </li></ul><ul><ul><li>Easy to do business with </li></ul></ul><ul><ul...
Questions?
Learn More <ul><li>14 th  & 15 th  July </li></ul><ul><li>2 day Guerrilla Marketing training </li></ul><ul><ul><li>Marketi...
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International Marketing Presentation - 30.06.11

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30th June 2011, We had Dan Storey from Guerrilla Marketing your Business run a workshop on International Marketing - Developing a Strategy for small business owners on a limited budget.

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Transcript of "International Marketing Presentation - 30.06.11"

  1. 1. Marketing Internationally Developing a Strategy for small business owners on a limited Budget European Commission Enterprise and Industry
  2. 2. What we will cover today: <ul><li>Overview of Marketing </li></ul><ul><li>Marketing Plan Overview </li></ul><ul><ul><li>7 Sentence Marketing Plan </li></ul></ul><ul><li>Joint Venture Marketing </li></ul><ul><li>Fusion Marketing </li></ul><ul><li>Affiliate Marketing </li></ul><ul><li>Guerrilla Marketing </li></ul><ul><li>Traditional Marketing vs Guerrilla Marketing </li></ul><ul><li>Mindset of Marketing </li></ul><ul><li>200 Tools of Marketing </li></ul>
  3. 3. About Me <ul><li>Guerrilla Marketing Master Trainer </li></ul><ul><li>NLP Master Practitioner & Trainer </li></ul><ul><li>You/You </li></ul><ul><li>You/I </li></ul><ul><li>They/I </li></ul>
  4. 4. What is Marketing? Going after conventional business goals using unconventional means!
  5. 5. Marketing is… <ul><li>All Contact </li></ul><ul><li>A Circle </li></ul><ul><li>A Process </li></ul><ul><li>The Truth made Fascinating </li></ul><ul><li>Chance to Educate your Market how to Succeed </li></ul><ul><li>Business more than Art </li></ul><ul><li>Art of getting people to Change Their Mind </li></ul>
  6. 6. Marketing is NOT…
  7. 7. Marketing is… <ul><li>Opportunity to earn profits </li></ul><ul><li>A chance to cooperate with other businesses </li></ul><ul><li>Process of building lasting relationships </li></ul>
  8. 8. 7-Sentence Marketing Plan <ul><li>1 – Purpose of Marketing </li></ul><ul><ul><li>Call to Action? </li></ul></ul><ul><ul><li>Definitive progression towards a sale </li></ul></ul><ul><ul><ul><li>Visit your store </li></ul></ul></ul><ul><ul><ul><li>Call your sales team </li></ul></ul></ul><ul><ul><ul><li>Follow you on social media </li></ul></ul></ul><ul><ul><ul><li>Go to a specific web page </li></ul></ul></ul><ul><ul><li>Influence speed of action? </li></ul></ul>
  9. 9. 7-Sentence Marketing Plan <ul><li>2 – Competitive Advantage </li></ul><ul><ul><li>Why should people do business with YOU? </li></ul></ul><ul><ul><li>Link to tagline? </li></ul></ul>
  10. 10. Taglines - Guess the Company <ul><li>Just Do It </li></ul><ul><li>What’s in your wallet? </li></ul><ul><li>Built for the road ahead </li></ul><ul><li>Connecting People </li></ul><ul><li>I’m Lovin’ It </li></ul><ul><li>57 Varieties </li></ul><ul><li>They’re Grrrrreat! </li></ul>
  11. 11. Taglines - Guess the Company <ul><li>The Un-Cola </li></ul><ul><li>Think outside the bun </li></ul><ul><li>When you can’t brush after every meal </li></ul><ul><li>I’d rather fight than switch </li></ul><ul><li>Raising the bar </li></ul><ul><li>Power of dreams </li></ul><ul><li>Trusted to deliver excellence </li></ul><ul><li>That was easy </li></ul>
  12. 12. 7-Sentence Marketing Plan <ul><li>3 – Target Audience </li></ul><ul><ul><li>Key to marketing success </li></ul></ul><ul><ul><li>92/4/4 </li></ul></ul><ul><ul><li>Nanocasting </li></ul></ul>
  13. 13. 7-Sentence Marketing Plan <ul><li>4 – Marketing Tools/Techniques </li></ul><ul><ul><li>Suitable for target audience </li></ul></ul><ul><ul><li>Context as well as Content </li></ul></ul><ul><ul><li>Over 200 Marketing tools/techniques </li></ul></ul>
  14. 14. 7-Sentence Marketing Plan <ul><li>5 – Niche </li></ul><ul><ul><li>Your position in the market place </li></ul></ul><ul><ul><li>Specialist functions </li></ul></ul>
  15. 15. 7-Sentence Marketing Plan <ul><li>6 – Corporate Identity </li></ul><ul><ul><li>What are the values of your company </li></ul></ul><ul><ul><li>All things equal, these can set you apart from competition </li></ul></ul>
  16. 16. 7-Sentence Marketing Plan <ul><li>7 – Budget </li></ul><ul><ul><li>Average company spends just under 4% </li></ul></ul><ul><ul><li>What happens to the average business? </li></ul></ul><ul><ul><li>Key to success = Measurement </li></ul></ul>
  17. 17. <ul><li>Joint Ventures </li></ul><ul><li>Fusion Marketing </li></ul><ul><li>Affiliates </li></ul>
  18. 18. Why? <ul><li>Rapid marketing and sales results through existing channels </li></ul><ul><li>Reduce marketing spend by not having to do lead generating activities </li></ul><ul><li>Improved results by getting endorsements from marketing partners </li></ul><ul><li>Great for companies looking for quick wins in new markets </li></ul>
  19. 19. Joint Ventures <ul><li>Utilising an existing marketing channel </li></ul><ul><li>Win-Win-Win </li></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>JV Partner </li></ul></ul><ul><ul><li>You </li></ul></ul><ul><li>Do it for them </li></ul><ul><ul><li>Make it easier to say yes than no </li></ul></ul>
  20. 20. Joint Ventures <ul><li>Choosing a partner </li></ul><ul><ul><li>Client Demographics </li></ul></ul><ul><ul><li>Similar Values </li></ul></ul><ul><ul><li>Survey your existing clients </li></ul></ul><ul><ul><li>Networking </li></ul></ul>
  21. 21. Partner Search Tool
  22. 22. Fusion Marketing <ul><li>Multiple companies marketing to the same group of people </li></ul><ul><li>Shared marketing cost </li></ul><ul><li>Useful if clients looking for all-in-one solution </li></ul><ul><li>Examples </li></ul><ul><ul><li>Wedding services </li></ul></ul><ul><ul><li>Local business magazine </li></ul></ul>
  23. 23. Affiliate Marketing <ul><li>Allow other people to sell your products/services for you </li></ul><ul><li>Many big retailers offer commission for sales </li></ul><ul><ul><li>Amazon </li></ul></ul><ul><ul><li>iTunes </li></ul></ul><ul><ul><li>Expedia </li></ul></ul><ul><ul><li>Insurance Companies </li></ul></ul><ul><li>White Label websites/Drop Shipping </li></ul>
  24. 24. Guerrilla Marketing Examples
  25. 25. Guerrilla Marketing Examples
  26. 26. Guerrilla Marketing Examples
  27. 27. Guerrilla Marketing Examples
  28. 28. Guerrilla Marketing Examples
  29. 29. Guerrilla Marketing Examples
  30. 30. Guerrilla Marketing Examples
  31. 31. Guerrilla Marketing Examples
  32. 32. Guerrilla Marketing Examples
  33. 33. Guerrilla Marketing Examples
  34. 34. Guerrilla Marketing Examples
  35. 35. Guerrilla Marketing Examples
  36. 36. Business Cards?
  37. 37. Business Cards?
  38. 38. Business Cards?
  39. 39. Business Cards?
  40. 40. Business Cards?
  41. 41. Business Cards?
  42. 42. Business Cards?
  43. 43. Business Cards?
  44. 44. Business Cards?
  45. 45. How to increase sales using Guerrilla Marketing? <ul><li>Coca Cola </li></ul><ul><li>Friendship Machine </li></ul><ul><li>12 Foot Vending Machine </li></ul><ul><li>40x Regular Sales </li></ul>
  46. 46. Traditional vs Guerrilla Marketing <ul><li>Invest Time, Energy, Imagination & Knowledge </li></ul><ul><li>Removes the Mystique </li></ul><ul><li>Geared to Small Business </li></ul><ul><li>Profits as main yardstick </li></ul><ul><li>Based on Psychology ( not Guesswork ) </li></ul><ul><li>Focus (not Diversification) </li></ul><ul><li>Grow Geometrically ( 4 Ways ) </li></ul><ul><li>Fervent Follow Up </li></ul>
  47. 47. Traditional vs Guerrilla Marketing <ul><li>Cooperate ( not Compete ) </li></ul><ul><li>Meme ( not Logo ) </li></ul><ul><li>Giving ( not Taking ) </li></ul><ul><li>Me vs You Marketing </li></ul><ul><li>Promotes Marketing Combinations </li></ul><ul><li>Relationships over Sales </li></ul><ul><li>Very Techno-cozy </li></ul><ul><li>Individuals not Groups ( Nanocasting ) </li></ul>
  48. 48. Traditional vs Guerrilla Marketing <ul><li>Intentional ( focus on the Details ) </li></ul><ul><li>Gain Consent </li></ul><ul><li>Monologue vs Dialogue </li></ul><ul><li>Needs vs Wants </li></ul><ul><li>Problems ( not Benefits ) </li></ul><ul><li>Provides 200 Tools/Techniques </li></ul>
  49. 49. Mindset of Marketing <ul><li>Influence – Robert Cialdini </li></ul><ul><ul><li>Reciprocity </li></ul></ul><ul><ul><li>Commitment & Consistency </li></ul></ul><ul><ul><li>Social Proof </li></ul></ul><ul><ul><li>Authority </li></ul></ul><ul><ul><li>Liking </li></ul></ul><ul><ul><li>Scarcity </li></ul></ul>
  50. 50. Mindset of Marketing <ul><li>Repetition </li></ul><ul><li>5000 marketing messages daily </li></ul><ul><li>Delete 2/3 we are even interested in </li></ul><ul><li>9 exposures to move to purchase readiness </li></ul><ul><li>74% need 2 different forms of marketing </li></ul><ul><li>33% need 3 different marketing messages </li></ul><ul><li>Public Intelligence is increasing </li></ul>
  51. 51. Mindset of Marketing <ul><li>Permission Marketing </li></ul><ul><li>– Seth Godin </li></ul><ul><li>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. </li></ul>
  52. 52. Marketing Tools/Techniques <ul><li>200 Guerrilla Marketing techniques available </li></ul><ul><li>Only need to use those which are relevant to your client demographic </li></ul><ul><li>Develop more within your marketing plan </li></ul>
  53. 53. Marketing Tools/Techniques <ul><li>Mini Media </li></ul><ul><ul><li>Business Cards </li></ul></ul><ul><ul><li>Stationery </li></ul></ul><ul><ul><li>Postcards </li></ul></ul><ul><ul><li>Personal Letters </li></ul></ul><ul><ul><li>Trade Shows </li></ul></ul>
  54. 54. Marketing Tools/Techniques <ul><li>Maxi Media </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Do these last! </li></ul></ul>
  55. 55. Marketing Tools/Techniques <ul><li>e-Media </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><li>Autoresponders </li></ul></ul>
  56. 56. Marketing Tools/Techniques <ul><li>Info Media </li></ul><ul><ul><li>Knowledge of Market </li></ul></ul><ul><ul><li>Customer Data </li></ul></ul><ul><ul><li>Case Studies </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Infomercials </li></ul></ul>
  57. 57. Marketing Tools/Techniques <ul><li>Human Media </li></ul><ul><ul><li>Yourself </li></ul></ul><ul><ul><li>Your employees </li></ul></ul><ul><ul><li>Contact time with customers </li></ul></ul><ul><ul><li>Job Title </li></ul></ul><ul><ul><li>Networking </li></ul></ul>
  58. 58. Marketing Tools/Techniques <ul><li>Non Media </li></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Word of Mouth </li></ul></ul><ul><ul><li>Community Involvement </li></ul></ul><ul><ul><li>Free Trial </li></ul></ul><ul><ul><li>Product Placement </li></ul></ul>
  59. 59. Marketing Tools/Techniques <ul><li>Company Attributes </li></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>Intelligent Positioning </li></ul></ul><ul><ul><li>Hours of Operation </li></ul></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Price </li></ul></ul>
  60. 60. Marketing Tools/Techniques <ul><li>Company Attitudes </li></ul><ul><ul><li>Easy to do business with </li></ul></ul><ul><ul><li>Flexibility </li></ul></ul><ul><ul><li>Speed </li></ul></ul><ul><ul><li>Attention to Detail </li></ul></ul><ul><ul><li>Passion & Enthusiasm </li></ul></ul>
  61. 61. Questions?
  62. 62. Learn More <ul><li>14 th & 15 th July </li></ul><ul><li>2 day Guerrilla Marketing training </li></ul><ul><ul><li>Marketing principles </li></ul></ul><ul><ul><li>Marketing Plan / Calendar </li></ul></ul><ul><ul><li>200 Marketing Weapons </li></ul></ul><ul><ul><li>Internet / Social Media </li></ul></ul><ul><ul><li>Psychology </li></ul></ul><ul><ul><li>Memes </li></ul></ul>£97

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