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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 …

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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  • 1. Marketing in a Recession Small Business Roundtable Presentation – November 4, 2009
  • 2. 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
  • 3. 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
  • 4. 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.
  • 5. 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
  • 6. 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?
  • 7. Media Buying
    • Negotiate
    • Ask for value-added
    • Look for online components
    • Track click throughs
    • Try to measure everything
  • 8. 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
  • 9. Media Relations (PR)
    • Press Outlets
      • PRLog - Free global press release distribution
      • www.prlog.com
  • 10. Media Relations
    • Press Outlets
      • www.CarolinaNewsWire.com
      • Free press release distribution, Carolinas specific
      • Email your press release to [email_address]
  • 11. Media Relations
    • Press Outlets
      • Dbusiness news
      • http://triangle.dbusinessnews.com
      • Simply fill out the form and post your news online
  • 12. Media Relations
    • Press Outlets
    • www.RaleighDurham.com
    • Simply fill out the form and post your news online
  • 13. 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.
  • 14. Media Relations
    • Distribute press releases using LinkedIn Groups
    • Other social media outlets: delicious, digg, etc.
    • Linking Raleigh, NC
    • Chamber group
  • 15. Media Relations
    • Pitch Engine
    • Free source for distributing press releases and story pitches
    • www.pitchengine.com
  • 16. Social Media & Hive Marketing Creating online environments where like-minded people can come together and share their passion for your brand.
  • 17. 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
  • 18. 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
  • 19. Social Media
    • Start a blog (here are a few)
      • http://www.wordpress.com
      • http://www.ning.com
      • http://www.blogger.com
  • 20. Social Media: Track Visitors
  • 21. Social Media: Track Visitors
  • 22. Start a Facebook Group: www.facebook.com
  • 23. Social Media: LinkedIn Profile
    • Create a LinkedIn profile and join relevant groups
  • 24. Social Media: Twitter
    • Huge opportunity for some businesses
    • Keep your brand constituents in the loop
    • Myths about Twitter
    • www.hootsuite.com
    • TinyURLs
  • 25. Start a YouTube Channel
    • Not right for everyone
    • Flip video camera - Post videos on blogs, YouTube and other social media sites
  • 26. 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?
  • 27. Amazon.com Book Reviews
  • 28. 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
  • 29. 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
  • 30. The Customer’s Brand Experience
    • More important than ever
    • In person, online and over the phone
    • Aggressively manage brand experience
  • 31. 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 .

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