Guerrilla Marketing 2010 V1 0

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A 1/2 day workshop looking at ways that small businesses can make effective use of web marketing

A 1/2 day workshop looking at ways that small businesses can make effective use of web marketing

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  • 1. Guerrilla e-marketing Join the r-evolution
  • 2. The Zimmers 4.7m viewings in 12 months
  • 3. Guerrilla e-marketing Join the r-evolution
  • 4. 120,500 viewings in 9 months
  • 5. Guerrilla e-marketing Join the r-evolution
  • 6. The Large Hadron Collider rap 4.9m viewings in 8 months
  • 7. Guerrilla e-marketing Join the r-evolution
  • 8. Microsoft Comercial 2m viewings in 5 months
  • 9. Guerrilla e-marketing Join the r-evolution
  • 10. 700,000 viewings in 12 months How they build the Triumph Rocket III
  • 11. Guerrilla e-marketing Join the r-evolution
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16. Guerrilla e-marketing Join the r-evolution
  • 17. Noah – A picture a day for 6 years 12,500,700 viewings in 2 years
  • 18. Guerrilla e-marketing Join the r-evolution
  • 19. Media Masterclass Foundation Business Link client Transferring ideas to actions
  • 20. Guerrilla e-marketing Join the r-evolution
  • 21. If Carling ran the Driving Test Business Link client Transferring ideas to actions
  • 22. Guerrilla e-marketing Join the r-evolution
  • 23. Halloween Zombie Makeup Business Link client Transferring ideas to actions
  • 24. Guerrilla e-marketing Join the r-evolution
  • 25.  
  • 26. House Keeping – FIRE!!!!!
  • 27. House Keeping - Comfort
  • 28. House Keeping – Peace Keeping
  • 29. Business Link provides information, advice & support to help clients start, maintain & grow a business
    • - Free, impartial & confidential support
    • - First point of contact for business advice
    • & fast-track to the help you need
    • - Help you make the most of
    • your business
  • 30. Who can Business Link help?
    • - Pre-Starts
    • - New businesses
    • - Established Businesses
  • 31. Free Business Review
    • - Planning & Strategy
    • - Customers & Markets
    • - People & Skills
    • - Operations & Productivity
    • - Finance
    • - e-commerce
    • - Sustainability
  • 32. So what do I do next?
    • For a copy of this presentation, speak to your Business Link Adviser today
    • Indicate which service you are interested in; a free Business Review, the “Real help for businesses now” package, Supplier Matching Service, or all of the above
    • Work with your local Business Link Adviser to maximise your opportunities
  • 33. Your Business Success is Our Business Objective
    • Business Link
    • Customer Information Centre
    • 08456 00 99 66
    • [email_address]
    • www.businesslinksw.co.uk
  • 34. Introduction – Andy Poulton, IT Specialist
  • 35.  
  • 36.  
  • 37.
    • Introduction
    • Marketing – what we know
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
    Agenda
  • 38. World Wide Web – The World Wide WHY!
      • Vast Market Opportunity
      • Lots of money spent online
      • Online spend rising 35% annually
      • 17% of the retail £ is spent online
  • 39. £ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
  • 40. World Wide Web – The World Wide WHY!
      • Vast Market Opportunity
      • Lots of money spent online
      • Online spend rising 35% annually
      • 17% of the retail £ is spent online
      • People spend more and more time online
      • New ways of working
  • 41. Anytime Anyplace Anywhere
  • 42. The Rudiments The right name The right site
  • 43. Choosing a name
    • What name could you use? Business name Service name Product name
    • Short is good
    • Think about how and where it will be used Print In conversation
  • 44. Choosing a name – The Good www.diy.com www.bbc.co.uk www.cadbury.co.uk www.wispa.co.uk www.formula1.com www.tesco.co.uk
  • 45. Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk
  • 46. Choosing a name – The Ugly www.speedofart.com
  • 47. Choosing a name – The Ugly www.whorepresents.com
  • 48. Choosing a name – The Ugly www.penisland.net
  • 49. The Rudiments The right site
  • 50. Design Rudiments #1 Speed
  • 51.
    • Download quickly (3 – 5 seconds)
    Design rudiments 1/ Fast to load
  • 52. Design Rudiments #2 Easy to navigate
  • 53. Design rudiments 2/ Navigation
    • Simple, Logical, Intuitive
  • 54. Design rudiment No. 3 Compelling Content WHY? Visitors don’t read – they scan Visitors need to “get it” almost instantly Visitors need to know you can meet their needs Visitors need to know WHY they should use you Visitors need to TOLD what to do
  • 55. Grab the Attention A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
  • 56. Marketing – what we know In 1873, John Wanamaker, father of the department store said 50% of marketing works We don’t know which 50% …… .however, this is the traditional view in a pre-internet world!
  • 57. Marketing – what we know Everything on the internet can be measured You just have to know how If it can’t be measured – it’s probably not worth doing
  • 58. The route to your website Search Email Networking Viral SMS Blogging Video Paid Search
  • 59.
    • Introduction
    • Marketing – what we know
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
    Agenda
  • 60. Social Networks
  • 61.  
  • 62. Online Networking - Why
    • Reach new audiences
    • Facebook – 350m
    • MySpace – 110m
    • Twitter – 60m
    • Bebo – 40m
    • LinkedIn – 55m
    • Plaxo – 15m
    • Ecademy – 12m
  • 63. Who are “Generation Y”?
    • Baby Boomers – 1946 to 1964
    • Generation X – 1965 – 1982
    • Generation Y
          • born after 1984
          • 8m in UK alone
          • Techno “savvy”
          • Technology is embedded in lifestyle
  • 64. Social Networks – Business Benefits
    • Reach out to new audiences and markets
    • Reach out to existing markets
    • Better understanding of related markets
    • Relative low cost of entry
    • Possible high return
  • 65. Social Networks – Build your profile Have a good look around and see how things work Set up an account and build your profile
  • 66. Social Networks – Build your profile
  • 67. Social Networks – Build your profile Have a good look around and see how things work Set up an account and build your profile Look for “friends” to invite and link with Post to your wall
  • 68. Social Networks – Build your profile - Groups
    • Search for Groups
    • Join some groups
    • Start your own group
    • Post comments on Discussion Boards
    • Link back to your website
  • 69.
    • Introduction
    • Marketing – what we know
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
    Agenda
  • 70. Business Networks
  • 71. Why Business Networks?
    • LinkedIn – 55 million registered users
    • Plaxo – 15 million registered users
    • Ecademy – 12 million registered users
    • Xing – 6 million registered users
    OPPORTUNITY!
  • 72. Business Networks – 6 Degrees of Separation
  • 73. Business Networks
  • 74. Business Networks
  • 75.
    • Introduction
    • Marketing – what we know
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
    Agenda
  • 76.  
  • 77. Viral Marketing – How & Why
    • Get other people to do your marketing for you
    • It’s free
    • Give them something in return if possible
  • 78. Viral Marketing – How & Why 20 400 20 x 20 400 x 20 8000 8000 x 20 160,000 160,000 x 20 3.2m
  • 79. Viral Marketing
  • 80. Viral Marketing -How
    • Refer a friend
    • Competitions
    • Video
  • 81. Britain’s Got Talent Susan Boyle Over 70m viewings in 1 week
  • 82.
    • Introduction
    • Marketing – what we know
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
    Agenda
  • 83.  
  • 84. Video Marketing
    • YouTube – 1Bn videos watched………..DAILY
    • Video results appearing in Google Search
    = You’ve been framed! Business Opportunity 2nd most searched site on the internet
  • 85. Video Marketing
  • 86. Video Marketing
  • 87. Social Networks – YouTube case study www.beadsbylili.com North Wilts based (Chippenham) Launched November 2005 Selling beads for jewellery on line Working from home Features self produced video tutorials Videos posted to YouTube Was a “featured video” on global YouTube home page Video views jumped from 24,499 to 232,389 in 24 hours Website visitors jumped from 200 / day to 3,000 per day for 3 days
  • 88. Your Video
    • Look for an angle
    • Look for the competition
    • Get a feel for YouTube
    • Think how else it could be used
    Video Marketing
  • 89. Your Video Video Marketing
  • 90. Your Video
    • Prepare prepare prepare
        • Prepare and learn your script
          • use cue cards
        • Prepare your location
          • quiet and free from disturbance
        • Prepare yourself
        • Get filming
    Video Marketing
  • 91.
    • Introduction
    • Marketing – what we know
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
    Agenda
  • 92. Email Marketing
  • 93. Why Email Marketing?
    • Build Loyalty
    • Remind former clients that you are still around
    • Advise clients of full range of services
    • Provide easy access to latest – news/advice/offers
  • 94. Why Email Marketing? It’s Not Expensive
  • 95. Why Email Marketing? It’s Effective
  • 96. Why Email Marketing? Sector Sent Delivery Open Rate CTR Response B2C Acquisition 100% 91% 29% 27% 6% B2C Retention 100% 91% 32% 28% 12% B2B Acquisition 100% 88% 32% 25% 4% B2B Retention 100% 90% 37% 30% 13% Source – DMA Email Marketing Benchmarks Survey
  • 97. Why Email Marketing?
    • over 95% of site visitors = “Window Shoppers”
    • x 6 – the cost of winning new clients
    • Web users like them (over 95% have subscribed)
    • 65% have made a purchasing decision
    • 37% find the invaluable
  • 98. Email Marketing – Key Elements to success
    • Develop your database
        • Existing Client Data
        • Encourage Subscription through website
          • Offer enticement to subscribe
          • Exclusive deals, Top Tips, early access to information
        • Subscription through other routes
  • 99. Email Marketing – Key Elements to success
    • Quality Content
      • Relevant
      • Tailored
      • GRAB attention
      • Frequency
      • Monitor, Monitor, Monitor
      • Legal
  • 100. Email Marketing – Measure by Measure
    • What can be measured
      • Number of emails sent
      • Number of bounces
      • Number opened
      • Number deleted without opening
      • Action taken
  • 101. Email Marketing – Measure by Measure
  • 102. Email Marketing – The Law
    • Pre-existing relationship
    • Opt in or Double Opt in
    • Sender is clearly identified
    • Unsubscribe instructions with EVERY email
    • No consent = SPAM
    • Anti-Spam laws apply to Individuals andy.poulton@hotmail.com = individual andy.poulton@businesslinksw.co.uk = corporate
  • 103. Email Marketing – Tools
    • Groupmail www.infacta.com
    • Vertical Response www.verticalresponse.com
    • Constant Contact www.constantcontact.com
    • iMailer www.emailtools.co.uk
    • Reality Mail www.realitymail.co.uk
    • Mailing Manager www.mailingmanager.com
    • Graphic Mail www.graphicmail.co.uk
  • 104.
    • Introduction
    • Marketing – what we know
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
    Agenda
  • 105.  
  • 106. Blogging – Why
    • An easy way to update latest news
    • An informal way of communicating
    • Helps with the search engine position of your website
    • Opens your business to a wider audience
    • Helps keep your clients updated
  • 107. 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
  • 108. It’s really easy to set up and run a blog 1/ Sign up 2/ Choose a look 3/ Get typing
  • 109. Blogging – Where www.blogger.com www.wordpress.com www.typepad.com www.movabletype.com
  • 110.
    • Introduction
    • Marketing – what we know
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
    Agenda
  • 111. TWITTER
  • 112.  
  • 113. Twitter – This year’s Media “Big Thing”?
  • 114. Twitter – This year’s Media “Big Thing”?
  • 115. The route to your website Search Email Networking Viral SMS Blogging Video Paid Search TWITTER Twitter – Genuine Internet “Next Big thing”
  • 116. Twitter – The Emperor’s New Clothes
  • 117. Twitter – Why
    • Easy to use
    • Easy way to keep in touch
    • A way to reach potentially large market
    • Short sharp communication tool
  • 118. Twitter – Micro Blogging or Social Networking
  • 119. Twitter – Updating 140 Characters only Applications SMS Web Email iPhone SmartPhone
  • 120. Twitter – Who International companies Cisco IBM Dell Informational Services Nasa Marketing Donut Startup Donut Respected News Services BBC CNN Daily Telegraph Swindon Evening Advertiser Celebrities Demi Moore Oprah Stephen Fry Jonathan Ross Britney Spears Small Businesses William Grant – FoxGrant Warren Cass – Business Scene Lindsay Smith – Team Pixie Fiona Davies – Flame Interiors Anthony Lloyd – Fallowfields Hotel Neil Ryder – If Only Bryony Thomas – Clear Thought Consulting Politicians Anne Snelgrove David Drew Jim Knight Kerry McCarthy Parmjit Dhanda
  • 121. Twitter – In Business
  • 122. Twitter – How Go to www.twitter.com
  • 123. Twitter – How Write a short profile
  • 124. Twitter – How Find People to Follow
  • 125. Twitter – How Retweeting – Going Viral on Twitter 579 912 ------ 1,491 1,491 30,744 ------ 32,235
  • 126.
    • Introduction
    • Marketing – what we know
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
    Summary
  • 127. Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk Thank You