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Marketing on a budget
 

Marketing on a budget

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This is a presentation delivered to Clonmel Chamber on January 20th 2011 by Emma Lacy, Ace Marketing.

This is a presentation delivered to Clonmel Chamber on January 20th 2011 by Emma Lacy, Ace Marketing.

Emma can be contacted by email: emmalacy@eircom.net

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    Marketing on a budget Marketing on a budget Presentation Transcript

    • Marketing on a Budget
      • Emma Lacy BMKT MMII MIITD
      • Marketing Consultant & Trainer
      • 10 yrs experience
    • Marketing on a budget
      • PR
      • Advertising
      • Web Marketing
      • Direct Marketing
      • Business Planning
      • Market Research
      • Print
      • Promotions & POS
      • Word of Mouth
      • Training
    • 1. Public Relations
      • What is PR?
      • Press/ radio/ TV
      • Newsworthy, current
      • Make it work!
      • Habit – Look for the story
      • Database – rapport with contacts
      • Negotiate with advertising
      • Send it and follow it up!
    • PR
      • How to write a Press Release
      • Type and email
      • Include picture
      • Newsworthy story
      • Get attention! Good headline (local, topical)
      • Engaging first paragraph (emotive etc.)
      • Good flow - What, why, when, where, contact details?
    • PR …Continued
      • Quote - testimonial
      • Mention brand enough
      • Write in 3rd person
      • Easy to read formatting – line spacing, paragraphs
      • 300 – 600 words (4 paragraphs)
      • Cost = €0
    • 2. Advertising
      • Budget – Plan and tailor to seasonality
      • Pre-book block slots
      • Beware of sales people who need to sell!
      • Be objective– what would you read/watch/listen to?
      • Compliment ads with Promotions/competition (call to action)
      • Newspaper – Pg 3/5/7 RHS RH page
      • Colour vs. Mono ads
    • 3. Web Marketing
      • Shop around but remember quality
      • Not just a pretty website – databases/promotions/ advertising revenue/ sell online
      • Search Engine Optimisation – google maps, search terms in website copy, links, advertising
    • 4. Direct Marketing
      • Targeted to customer
      • Distribution costs - staff vs. An Post
      • Database is crucial (customers, comp entries, quotations/queries website)
      • Postage and stationary costs
      • Clear message, clear brand, clear design
      • Economies of scale printing
      • Record success – cost vs. revenue
    • 5. Business Planning
      • Set Budget
      • Set Objectives
      • Set Strategies to achieve objectives bearing in mind budget
      • Be realistic
      • Stick to it! - Don’t be seduced by “great deals”
      • Monitor progress regularly
    • 6. Marketing Research
      • What has/hasn’t worked before?
      • What has cost the most but yielded the least return?
      • What has cost the least and worked?
      • Where are customers hearing about you?
      • What promotions have worked?
      • You should have access to this information FREE
    • 7. Print
      • Economies of Scale in Print
      • Plan, Plan, Plan
      • Give plenty of time
      • Paper weight may not compromise quality
      • 2 colour vs. Full colour
      • Consider logo colours
      • Design – generic, dates etc.
    • 8. Promotions & POS
      • Promotions
      • Pair with other marketing – website, advertising, direct mail, PR etc
      • Make them attractive
      • Give an end date
      • Remind the customer
      • Track success
      • Powerful marketing tool
    • Promo & POS …continued
      • POS
      • Very powerful
      • Don’t under estimate
      • Include when negotiating print batches
      • Keep generic – general & promo POS
      • Branding – keep same in store, website, flyers etc. & change all to reflect promo
      • Use plenty!
    • 9. Word of Mouth
      • Free
      • Best form of marketing
      • How? – customer service, good product/service quality etc.
      • Staff are ambassadors as well as customers
      • Customers – Good Exp. tell 4, Bad exp. tell 11!
      • Networking/affiliate schemes
    • 10. Training
      • Advantages
      • Staff trained so skills are retained
      • Trainer can give advice specific to your business
      • Low cost marketing staff
      • Better motivated staff - gain new skills
    • Remember
      • Good Marketing is:
      • Well planned
      • Researched
      • Targeted
      • Doesn’t need to be expensive!
      • If you are clever, you can do a lot for FREE
    • Conclusion
      • Emma Lacy
      • BMKT MMII MIITD
      • Marketing Consultant & Trainer
      • [email_address]
      • www.acemarketing.ie
      • 087 7545164