Marketing in a Recession Small Business Roundtable Presentation – November 4, 2009

Information You Can Act Upon Advertising philosophy for good and bad times Notion of ‘Hive Marketing’ Social Media: Moving from communicating to engaging Online and electronic marketing The customer experience

Advertising philosophy for good and bad times

Notion of ‘Hive Marketing’

Social Media: Moving from communicating to engaging

Online and electronic marketing

The customer experience

First, Stick to Your Knitting No time for retrenchment If anything, step up community involvement. Be more involved. Echo Branding: Marketing shared values. Do good and then share the news: Press release Signage at your location(s) Announcement on your website Info in your monthly email blast Jersey Mike’s example

No time for retrenchment

If anything, step up community involvement. Be more involved.

Echo Branding: Marketing shared values.

Do good and then share the news:

Press release

Signage at your location(s)

Announcement on your website

Info in your monthly email blast

Jersey Mike’s example

A Good Time to Learn Take this time to do some ax sharpening. Figure out social media and trends like online advertising. Listen to customers; survey customers. Learn how to create blogs and online communities.

Take this time to do some ax sharpening.

Figure out social media and trends like online advertising.

Listen to customers; survey customers.

Learn how to create blogs and online communities.

A Caveat: Recession as Opportunity “Cutting ad spending hurts brands long term” - Ad Age , April 6, 2009 TNS Media Intelligence study In the past, companies that maintained ad spending were able to hold their ground or make gains Companies that cut in recessions tended to lose more market share

“Cutting ad spending hurts brands long term” - Ad Age , April 6, 2009

TNS Media Intelligence study

In the past, companies that maintained ad spending were able to hold their ground or make gains

Companies that cut in recessions tended to lose more market share

Advertising Philosophy For good and bad times. Don’t buy it unless you’re going to make an impact! Avoid budget busters. Less is more when selecting media outlets . Is traditional media the right venue for your ad dollars?

For good and bad times.

Don’t buy it unless you’re going to make an impact!

Avoid budget busters.

Less is more when selecting media outlets .

Is traditional media the right venue for your ad dollars?

Media Buying Negotiate Ask for value-added Look for online components Track click throughs Try to measure everything

Negotiate

Ask for value-added

Look for online components

Track click throughs

Try to measure everything

Winning Formula When Money is Tight Media relations – perception of momentum; successful brand Community relations (goodwill) Customer relations and retention Engaging and updated website Social media Search engine marketing

Media relations – perception of momentum; successful brand

Community relations (goodwill)

Customer relations and retention

Engaging and updated website

Social media

Search engine marketing

Media Relations (PR) Press Outlets PRLog - Free global press release distribution www.prlog.com

Press Outlets

PRLog - Free global press release distribution

www.prlog.com

Media Relations Press Outlets www.CarolinaNewsWire.com Free press release distribution, Carolinas specific Email your press release to [email_address]

Press Outlets

www.CarolinaNewsWire.com

Free press release distribution, Carolinas specific

Email your press release to [email_address]

Media Relations Press Outlets Dbusiness news http://triangle.dbusinessnews.com Simply fill out the form and post your news online

Press Outlets

Dbusiness news

http://triangle.dbusinessnews.com

Simply fill out the form and post your news online

Media Relations Press Outlets www.RaleighDurham.com Simply fill out the form and post your news online

Press Outlets

www.RaleighDurham.com

Simply fill out the form and post your news online

Media Relations (PR) EPR Network - $29 global press release distribution www.epr-network.com Hits major social media outlets - furl, twitter, facebook, digg, delicious, etc.

EPR Network - $29 global press release distribution

www.epr-network.com

Hits major social media outlets - furl, twitter, facebook, digg, delicious, etc.

Media Relations Distribute press releases using LinkedIn Groups Other social media outlets: delicious, digg, etc. Linking Raleigh, NC Chamber group

Distribute press releases using LinkedIn Groups

Other social media outlets: delicious, digg, etc.

Linking Raleigh, NC

Chamber group

Media Relations Pitch Engine Free source for distributing press releases and story pitches www.pitchengine.com

Pitch Engine

Free source for distributing press releases and story pitches

www.pitchengine.com

Social Media & Hive Marketing Creating online environments where like-minded people can come together and share their passion for your brand.

Books About Social Media Groundswell , Charlene Li Join the Conversation , Joseph Jaffe Social Media is a Cocktail Party , Jim Tobin and Lisa Braziel PR 2.0 , Deirdre Breakenridge The New Rules of Marketing & PR , David Meerman Scott

Groundswell , Charlene Li

Join the Conversation , Joseph Jaffe

Social Media is a Cocktail Party , Jim Tobin and Lisa Braziel

PR 2.0 , Deirdre Breakenridge

The New Rules of Marketing & PR , David Meerman Scott

Keys to Success in Social Media Get involved Develop a social media marketing plan Be strategic; don’t try to do everything Go where your customers are Repurpose content and use automation between platforms Pace yourself; myths about frequency Be patient; it takes time

Get involved

Develop a social media marketing plan

Be strategic; don’t try to do everything

Go where your customers are

Repurpose content and use automation between platforms

Pace yourself; myths about frequency

Be patient; it takes time

Social Media Start a blog (here are a few) http://www.wordpress.com http://www.ning.com http://www.blogger.com

Start a blog (here are a few)

http://www.wordpress.com

http://www.ning.com

http://www.blogger.com

Social Media: Track Visitors

Social Media: Track Visitors

Start a Facebook Group: www.facebook.com

Social Media: LinkedIn Profile Create a LinkedIn profile and join relevant groups

Create a LinkedIn profile and join relevant groups

Social Media: Twitter Huge opportunity for some businesses Keep your brand constituents in the loop Myths about Twitter www.hootsuite.com TinyURLs

Huge opportunity for some businesses

Keep your brand constituents in the loop

Myths about Twitter

www.hootsuite.com

TinyURLs

Start a YouTube Channel Not right for everyone Flip video camera - Post videos on blogs, YouTube and other social media sites

Not right for everyone

Flip video camera - Post videos on blogs, YouTube and other social media sites

Search Engine Marketing Become more visible on search engines Review books and publish lists on Amazon.com Post your reviews on your blog and on facebook Comment on other blogs and news articles Do you have Google Alerts set up?

Become more visible on search engines

Review books and publish lists on Amazon.com

Post your reviews on your blog and on facebook

Comment on other blogs and news articles

Do you have Google Alerts set up?

Amazon.com Book Reviews

Online Marketing Pay-per-click advertising Facebook Ads Google Adwords Yahoo geo-targeting - Target by zip code, DMA, county or state Local Media affiliates (Newspapers and TV) - Usually pay per impression Dbusinessnews.com RaleighDurham.com TriangleBusinessJournal

Pay-per-click advertising

Facebook Ads

Google Adwords

Yahoo geo-targeting - Target by zip code, DMA, county or state

Local Media affiliates (Newspapers and TV) - Usually pay per impression

Dbusinessnews.com

RaleighDurham.com

TriangleBusinessJournal

Online Marketing Back to basics: Build a Website Recent Webvisible & Nielsen study Only 44% of small businesses have websites Yet 50% said they use search engines as the first place they turn for info about a local business Only 7% reported that their primary marketing goal was to drive traffic to their website Only 9% reported being satisfied with their online marketing 30% do no internet advertising

Back to basics: Build a Website

Recent Webvisible & Nielsen study

Only 44% of small businesses have websites

Yet 50% said they use search engines as the first place they turn for info about a local business

Only 7% reported that their primary marketing goal was to drive traffic to their website

Only 9% reported being satisfied with their online marketing

30% do no internet advertising

The Customer’s Brand Experience More important than ever In person, online and over the phone Aggressively manage brand experience

More important than ever

In person, online and over the phone

Aggressively manage brand experience

Contact Information Dan Dunlop, President Jennings [email_address] Blog: http://dandunlop.wordpress.com Website: www.jenningsco.com Phone: 919-929-0225 I will post presentation in www.SlideShare.net .

Dan Dunlop, President

Jennings

[email_address]

Blog: http://dandunlop.wordpress.com

Website: www.jenningsco.com

Phone: 919-929-0225

I will post presentation in www.SlideShare.net .