Marketing in a Recession Small Business Roundtable Presentation – November 4, 2009
Information You Can Act Upon <ul><li>Advertising philosophy for good and bad times </li></ul><ul><li>Notion of ‘Hive Marke...
First, Stick to Your Knitting <ul><li>No time for retrenchment </li></ul><ul><li>If anything, step up community involvemen...
A Good Time to Learn <ul><li>Take this time to do some ax sharpening. </li></ul><ul><li>Figure out social media and trends...
A Caveat: Recession as Opportunity <ul><li>“Cutting ad spending hurts brands long term” -  Ad Age , April 6, 2009 </li></u...
Advertising Philosophy <ul><li>For good and bad times. </li></ul><ul><li>Don’t buy it unless you’re going to make an impac...
Media Buying   <ul><li>Negotiate </li></ul><ul><li>Ask for value-added </li></ul><ul><li>Look for online components </li><...
Winning Formula When  Money is Tight <ul><li>Media relations – perception of momentum; successful brand </li></ul><ul><li>...
Media Relations (PR) <ul><li>Press Outlets </li></ul><ul><ul><li>PRLog - Free global press release distribution  </li></ul...
Media Relations <ul><li>Press Outlets </li></ul><ul><ul><li>www.CarolinaNewsWire.com   </li></ul></ul><ul><ul><li>Free pre...
Media Relations <ul><li>Press Outlets </li></ul><ul><ul><li>Dbusiness news </li></ul></ul><ul><ul><li>http://triangle.dbus...
Media Relations <ul><li>Press Outlets </li></ul><ul><li>www.RaleighDurham.com </li></ul><ul><li>Simply fill out the form a...
Media Relations (PR) <ul><li>EPR Network - $29 global press release distribution </li></ul><ul><li>www.epr-network.com </l...
Media Relations <ul><li>Distribute press releases using  LinkedIn Groups </li></ul><ul><li>Other social media outlets: del...
Media Relations <ul><li>Pitch Engine </li></ul><ul><li>Free source for distributing press releases and story pitches </li>...
Social Media & Hive Marketing Creating online environments where like-minded people can come together and share their pass...
Books About Social Media <ul><li>Groundswell , Charlene Li </li></ul><ul><li>Join the Conversation , Joseph Jaffe </li></u...
Keys to Success in Social Media <ul><li>Get involved </li></ul><ul><li>Develop a social media marketing plan </li></ul><ul...
Social Media <ul><li>Start a blog (here are a few) </li></ul><ul><ul><li>http://www.wordpress.com </li></ul></ul><ul><ul><...
Social Media: Track Visitors
Social Media: Track Visitors
Start a Facebook Group:  www.facebook.com
Social Media: LinkedIn Profile <ul><li>Create a LinkedIn profile and join relevant groups </li></ul>
Social Media: Twitter <ul><li>Huge opportunity for some businesses </li></ul><ul><li>Keep your brand constituents in the l...
Start a YouTube Channel <ul><li>Not right for everyone </li></ul><ul><li>Flip video camera - Post videos on blogs, YouTube...
Search Engine Marketing <ul><li>Become more visible on search engines </li></ul><ul><li>Review books and publish lists on ...
Amazon.com Book Reviews
Online Marketing <ul><li>Pay-per-click advertising </li></ul><ul><li>Facebook Ads </li></ul><ul><li>Google Adwords </li></...
Online Marketing <ul><li>Back to basics: Build a Website </li></ul><ul><li>Recent  Webvisible & Nielsen study </li></ul><u...
The Customer’s Brand Experience <ul><li>More important than ever </li></ul><ul><li>In person, online and over the phone </...
Contact Information <ul><li>Dan Dunlop, President </li></ul><ul><li>Jennings </li></ul><ul><li>[email_address] </li></ul><...
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Marketing in a Recession - Small Business Roundtable Presentation

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This is a presentation by Dan Dunlop to the Small Business Roundtable - November 4, 2009. The subject was marketing in a recessions. Much of the presentation focuses on social media and consumer engagement.

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Marketing in a Recession - Small Business Roundtable Presentation

  1. 1. Marketing in a Recession Small Business Roundtable Presentation – November 4, 2009
  2. 2. Information You Can Act Upon <ul><li>Advertising philosophy for good and bad times </li></ul><ul><li>Notion of ‘Hive Marketing’ </li></ul><ul><li>Social Media: Moving from communicating to engaging </li></ul><ul><li>Online and electronic marketing </li></ul><ul><li>The customer experience </li></ul>
  3. 3. First, Stick to Your Knitting <ul><li>No time for retrenchment </li></ul><ul><li>If anything, step up community involvement. Be more involved. </li></ul><ul><li>Echo Branding: Marketing shared values. </li></ul><ul><li>Do good and then share the news: </li></ul><ul><ul><li>Press release </li></ul></ul><ul><ul><li>Signage at your location(s) </li></ul></ul><ul><ul><li>Announcement on your website </li></ul></ul><ul><ul><li>Info in your monthly email blast </li></ul></ul><ul><ul><li>Jersey Mike’s example </li></ul></ul>
  4. 4. A Good Time to Learn <ul><li>Take this time to do some ax sharpening. </li></ul><ul><li>Figure out social media and trends like online advertising. </li></ul><ul><li>Listen to customers; survey customers. </li></ul><ul><li>Learn how to create blogs and online communities. </li></ul>
  5. 5. A Caveat: Recession as Opportunity <ul><li>“Cutting ad spending hurts brands long term” - Ad Age , April 6, 2009 </li></ul><ul><li>TNS Media Intelligence study </li></ul><ul><li>In the past, companies that maintained ad spending were able to hold their ground or make gains </li></ul><ul><li>Companies that cut in recessions tended to lose more market share </li></ul>
  6. 6. Advertising Philosophy <ul><li>For good and bad times. </li></ul><ul><li>Don’t buy it unless you’re going to make an impact! </li></ul><ul><li>Avoid budget busters. </li></ul><ul><li>Less is more when selecting media outlets . </li></ul><ul><li>Is traditional media the right venue for your ad dollars? </li></ul>
  7. 7. Media Buying <ul><li>Negotiate </li></ul><ul><li>Ask for value-added </li></ul><ul><li>Look for online components </li></ul><ul><li>Track click throughs </li></ul><ul><li>Try to measure everything </li></ul>
  8. 8. Winning Formula When Money is Tight <ul><li>Media relations – perception of momentum; successful brand </li></ul><ul><li>Community relations (goodwill) </li></ul><ul><li>Customer relations and retention </li></ul><ul><li>Engaging and updated website </li></ul><ul><li>Social media </li></ul><ul><li>Search engine marketing </li></ul>
  9. 9. Media Relations (PR) <ul><li>Press Outlets </li></ul><ul><ul><li>PRLog - Free global press release distribution </li></ul></ul><ul><ul><li>www.prlog.com </li></ul></ul>
  10. 10. Media Relations <ul><li>Press Outlets </li></ul><ul><ul><li>www.CarolinaNewsWire.com </li></ul></ul><ul><ul><li>Free press release distribution, Carolinas specific </li></ul></ul><ul><ul><li>Email your press release to [email_address] </li></ul></ul>
  11. 11. Media Relations <ul><li>Press Outlets </li></ul><ul><ul><li>Dbusiness news </li></ul></ul><ul><ul><li>http://triangle.dbusinessnews.com </li></ul></ul><ul><ul><li>Simply fill out the form and post your news online </li></ul></ul>
  12. 12. Media Relations <ul><li>Press Outlets </li></ul><ul><li>www.RaleighDurham.com </li></ul><ul><li>Simply fill out the form and post your news online </li></ul>
  13. 13. Media Relations (PR) <ul><li>EPR Network - $29 global press release distribution </li></ul><ul><li>www.epr-network.com </li></ul><ul><li>Hits major social media outlets - furl, twitter, facebook, digg, delicious, etc. </li></ul>
  14. 14. Media Relations <ul><li>Distribute press releases using LinkedIn Groups </li></ul><ul><li>Other social media outlets: delicious, digg, etc. </li></ul><ul><li>Linking Raleigh, NC </li></ul><ul><li>Chamber group </li></ul>
  15. 15. Media Relations <ul><li>Pitch Engine </li></ul><ul><li>Free source for distributing press releases and story pitches </li></ul><ul><li>www.pitchengine.com </li></ul>
  16. 16. Social Media & Hive Marketing Creating online environments where like-minded people can come together and share their passion for your brand.
  17. 17. Books About Social Media <ul><li>Groundswell , Charlene Li </li></ul><ul><li>Join the Conversation , Joseph Jaffe </li></ul><ul><li>Social Media is a Cocktail Party , Jim Tobin and Lisa Braziel </li></ul><ul><li>PR 2.0 , Deirdre Breakenridge </li></ul><ul><li>The New Rules of Marketing & PR , David Meerman Scott </li></ul>
  18. 18. Keys to Success in Social Media <ul><li>Get involved </li></ul><ul><li>Develop a social media marketing plan </li></ul><ul><li>Be strategic; don’t try to do everything </li></ul><ul><li>Go where your customers are </li></ul><ul><li>Repurpose content and use automation between platforms </li></ul><ul><li>Pace yourself; myths about frequency </li></ul><ul><li>Be patient; it takes time </li></ul>
  19. 19. Social Media <ul><li>Start a blog (here are a few) </li></ul><ul><ul><li>http://www.wordpress.com </li></ul></ul><ul><ul><li>http://www.ning.com </li></ul></ul><ul><ul><li>http://www.blogger.com </li></ul></ul>
  20. 20. Social Media: Track Visitors
  21. 21. Social Media: Track Visitors
  22. 22. Start a Facebook Group: www.facebook.com
  23. 23. Social Media: LinkedIn Profile <ul><li>Create a LinkedIn profile and join relevant groups </li></ul>
  24. 24. Social Media: Twitter <ul><li>Huge opportunity for some businesses </li></ul><ul><li>Keep your brand constituents in the loop </li></ul><ul><li>Myths about Twitter </li></ul><ul><li>www.hootsuite.com </li></ul><ul><li>TinyURLs </li></ul>
  25. 25. Start a YouTube Channel <ul><li>Not right for everyone </li></ul><ul><li>Flip video camera - Post videos on blogs, YouTube and other social media sites </li></ul>
  26. 26. Search Engine Marketing <ul><li>Become more visible on search engines </li></ul><ul><li>Review books and publish lists on Amazon.com </li></ul><ul><ul><li>Post your reviews on your blog and on facebook </li></ul></ul><ul><li>Comment on other blogs and news articles </li></ul><ul><li>Do you have Google Alerts set up? </li></ul>
  27. 27. Amazon.com Book Reviews
  28. 28. Online Marketing <ul><li>Pay-per-click advertising </li></ul><ul><li>Facebook Ads </li></ul><ul><li>Google Adwords </li></ul><ul><li>Yahoo geo-targeting - Target by zip code, DMA, county or state </li></ul><ul><li>Local Media affiliates (Newspapers and TV) - Usually pay per impression </li></ul><ul><ul><li>Dbusinessnews.com </li></ul></ul><ul><ul><li>RaleighDurham.com </li></ul></ul><ul><ul><li>TriangleBusinessJournal </li></ul></ul>
  29. 29. Online Marketing <ul><li>Back to basics: Build a Website </li></ul><ul><li>Recent Webvisible & Nielsen study </li></ul><ul><li>Only 44% of small businesses have websites </li></ul><ul><li>Yet 50% said they use search engines as the first place they turn for info about a local business </li></ul><ul><li>Only 7% reported that their primary marketing goal was to drive traffic to their website </li></ul><ul><li>Only 9% reported being satisfied with their online marketing </li></ul><ul><li>30% do no internet advertising </li></ul>
  30. 30. The Customer’s Brand Experience <ul><li>More important than ever </li></ul><ul><li>In person, online and over the phone </li></ul><ul><li>Aggressively manage brand experience </li></ul>
  31. 31. Contact Information <ul><li>Dan Dunlop, President </li></ul><ul><li>Jennings </li></ul><ul><li>[email_address] </li></ul><ul><li>Blog: http://dandunlop.wordpress.com </li></ul><ul><li>Website: www.jenningsco.com </li></ul><ul><li>Phone: 919-929-0225 </li></ul><ul><li>I will post presentation in www.SlideShare.net . </li></ul>

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