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At www.greatmarketingworkshops.com we create powerful marketing and sales training lessons for clients - here is an example of just one of them

At www.greatmarketingworkshops.com we create powerful marketing and sales training lessons for clients - here is an example of just one of them

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  • 1. Make You Passion A Success Workshop
  • 2. Days Agenda
    • 10:00     Registration       
    • 10:30     Welcome from Claire Hookham Williams            
    • 10:45     Welcome from Dr David Bozward            
    • 11:00     Creating Business Ideas   - Dan Sodergren
    • 12:30     Networking Lunch                          
    • 13:00     Marketing - Dan Sodergren
    • 14:30     Break                    
    • 15:00     Business Planning and Sales - David Bozward
    • 16:30     Book Signing, Networking & Feedback                  
    • 17:00     Close     
  • 3. CLAIRE HOOKHAM WILLIAMS
  • 4. DAVID BOZWARD
  • 5. MAKE YOUR PASSION A SUCCESS
  • 6. DAN SODERGREN
  • 7. First things first.
    • No matter who you are:
    • Your physiology affects your psychology.
    • Everyone get up.
    • Swing your arms by your sides
    • Frown
    • Look down
    • Drop your head
    • Can you think positively? Of new ideas?
    • Is it harder than normal?  
  • 8. First things first.
    • Ok snap out of that one.
    • 3,2,1 back in the room.
    • Everyone get up and shake.
    • Breath deeply
    • Stand tall
    • Look up
    • Raise your chin
    • Are you thinking positively?
    • Then we will begin. 
  • 9. My Idea: It’s all about you. Well – not all of it That’s me
  • 10. Copyright Great Marketing Works 2009 (C)
  • 11.  
  • 12.  
  • 13. Copyright Great Marketing Works 2009 (C)
  • 14. Copyright Great Marketing Works 2009 (C)
  • 15. Copyright Great Marketing Works 2009 (C)
  • 16. Copyright Great Marketing Works 2009 (C)
  • 17.  
  • 18. Copyright Great Marketing Works 2009 (C)
  • 19. Copyright Great Marketing Works 2009 (C)
  • 20. Copyright Great Marketing Works 2009 (C)
  • 21. Copyright Great Marketing Works 2009 (C)
  • 22. Copyright Great Marketing Works 2009 (C)
  • 23. Copyright Great Marketing Works 2009 (C)
  • 24. Copyright Great Marketing Works 2009 (C)
  • 25. Copyright Great Marketing Works 2009 (C)
  • 26. To Mexico BUT that’s another story Copyright Great Marketing Works 2009 (C)
  • 27. Lost
  • 28. Opps
  • 29. Found
  • 30. Came home
  • 31. Old mentor
  • 32. Copyright Great Marketing Works 2009 (C)
  • 33. Copyright Great Marketing Works 2009 (C)
  • 34. And more... Now we are nationwide
  • 35. Meeting people like:
  • 36. And
  • 37. And
  • 38. More importantly for you. I have helped over 1000 start up’s with successful marketing strategies and created the BE GREAT system “ the 7 steps to success workshops” .
  • 39. So that’s me Who are you? You know the answer to this one. But do we? Let’s delve a little deeper, shall we?
  • 40. What kind of person are we? ‘ Know thyself’ Socrates – 409 BC
  • 41. Has everyone got one of these?
  • 42. Has everyone got one of these?
  • 43. Has everyone got one of these?
  • 44. Draw a pig. It’s as simple as that. As simple as this 
  • 45. 3
  • 46. 2
  • 47. 1
  • 48.  
  • 49. Hmmm.
  • 50. The psychological pig:
    • IF THE PIG IS DRAWN ON THE TOP OF THE PAGE, THE PERSON IS AN OPTIMIST AND VERY POSITIVE PERSON.
    • IF THE PIG IS DRAWN IN THE MIDDLE OF THE PAGE, THE PERSON IS REALISTIC AND FACTUAL.
    • IF THE PIG IS DRAWN ON THE BOTTOM OF THE PAGE, THE PERSON IS A PESSIMIST OR TENDS TO HAVE A NEGATIVE OUTLOOK.
    • IF THE PIG IS FACING LEFT, THE PERSON IS TRADITIONAL, FRIENDLY AND REMEMBERS BIRTHDAYS AND DATES.
    • IF THE PIG IS FACING STRAIGHT, THE PERSON IS DIRECT, LIKES TO PLAY DEVIL’S ADVOCATE AND DOESN’T AVOID ISSUES.
    • IF THE PIG IS FACING RIGHT, THE PERSON IS INNOVATIVE, ACTION-ORIENTATED, NOT FAMILY OR DATE ORIENTATED.
  • 51. The psychological pig:
    • IF THE PIG IS VERY DETAILED, THE PERSON IS ANALYTICAL, CAUTIOUS AND SUSPICIOUS.
    • IF THE PIG HAS LITTLE DETAIL, THE PERSON IS EMOTIONAL, BORED BY DETAIL, NAÏVE AND A RISK TAKER.
    • IF THE PIG HAS FOUR FEET, THE PERSON IS SECURE, STUBBORN AND HAS FIRM BELIEFS.
    • IF THE PIG HAS LESS THAN FOUR FEET, THE PERSON IS INSECURE OR GOING THROUGH MAJOR CHANGES IN LIFE.
    • THE LARGER THE PIGS EARS, THE BETTER LISTENER THE PERSON IS.
    • AND LAST, BUT NOT LEAST, THE LONGER THE PIGS TAIL, THE BETTER THE PERSON'S SEX LIFE.
  • 52. Hold up your Piggy Have a look at other people’s Go meet someone new. Someone with a different Piggy.
  • 53. Piggies ARE different
  • 54. Ok introduce yourself To your new work partners ‘ Know someone else’ Sodergren 2009 – B D
  • 55. People ARE different
  • 56. In your pairs One of you pick to be A One of you pick to be B (and if we got a three – then a C)
  • 57. People think differently
    • In your pairs…..or threes.
    • Who went first? Who picked to be an A?
    • Who decided and why?
    • What if B goes first?
    • When are you happiest? Ask 2 B’s
    • Favourite colours and why? Pick on 2 A’s
    • What motivates you? Challenge 2 C’s.
  • 58. A bit about me and idea creation
    • My names Dan Sodergren (that’s not important)
    • Awarding winning ideas guy (kinda important)
    • Serial entrepreneur (ish) – depends on definition.
    • Why listen to me? Very important.
    • Always having new ideas / reknown for it.
    • This ‘habit’ of mine became a company called Spearfish.
    • An events and marketing company which won a few awards and turned over a million working with the likes of Easyjet and Carling etc. The ideas we had – worked.
    • We were paid for coming up with new ideas – every day.
    • Now run a company called Great Marketing Works.
    • We have created over 500 new successful ideas for SME’s in the NW.
  • 59. More importantly what about you!
    • New person next to you
    • (Unless you cheated)
    • Introduce yourselves.
    • Have a chat
    • Get to know each other.
    • Ask questions.
    • Find something that’s unusual about them.
    • That you both have in common.
    • This is NOT a test.
  • 60. Turn to that person
  • 61. And say
  • 62. I like you 
  • 63. What does your pair have in common? Anything freaky?
  • 64. People ARE different
  • 65. People think differently
    • In your pairs…..
    • One be A
    • One be B
    • Think……….
    • Who went first? Who decided and why?
    • What if B’s goes first?
    • B tell A your great idea.
  • 66. People act differently
    • In your pairs…..
    • Join up with another pair.
    • Any pair will do. And if an odd number or odd pair then all is good.
    • One be A
    • One be B
    • One be C
    • The last is of course D (unless you’re a 3)
    • Take a seat.
  • 67. What are new ideas?
    • A new idea is first condemned as ridiculous and then dismissed as trivial, until finally, it becomes what everybody knows.
    • William James (1842-1910) American philosopher and psychologist.
    • Ideas are a capital that bears interest only in the hands of talent.
    • Antoine Rivarol (1753-1801) French writer and epigrammatist.
    • The wise only possess ideas; the greater part of mankind are possessed by them.
    • Samuel Taylor Coleridge (1772-1834) British poet, philosopher.
    • All achievements, all earned riches, have their beginning in an idea.
    • Napoleon Hill (1883-1970) American speaker and motivational writer.
  • 68. Who creates new ideas?
    • There is no one best way to do anything.
    • There are as many best ways as there are creatives minds.
    • What did we do before Google?
    • Before computers?
    • Before electricity.
    • Ideas are power in themselves.
    • In truth they are force.
    • NO idea is created in a vaccuum.
    • Everyone has new ideas, all the time.
    • The Chinese have the same word for opportunity and problem.
    Copyright www.greatmarketingworks.co.uk 2009 ©
  • 69. So should we.
  • 70. Loosen the mind. LATERAL THINKING QUIZ
    • In a small town there are four similar size shoe shops that sell a similar line of shoes. Yet one shop loses three times as many shoes to theft as each of the other shops. Why and how did they fix the problem? 
    • During the Californian gold rush a young entrepreneur went to California to sell tents to the miners. He thought there would be good market from the thousands of people who flocked to dig for gold. Unfortunately the weather was so warm that the miners slept in the open and there was little demand for his tents. What did he do?
    •  
  • 71. Loosen the mind. LATERAL THINKING QUIZ
    • A woman buys coconuts at £5 per dozen and sells them at £3 per dozen. Because of this she becomes a millionaire. How?
    • 1 costs l0p, 67 costs 20p and 543 costs 30p. What are they?
    •  
    • A man is approaching the centre of a field. He knows that when he gets there he will die. Why is this?
  • 72. How can we help the creation of new ideas?
    • We realise that every idea has value .
    • We make sure we are opportunity-taking.
    • We become opportunity spotters.
    • We ‘imagineer’ new ideas. Like Walt Disney did.
    • We think of the world in the terms of ‘future now.’
    • We have a strategic approach to opportunity spotting.
    • We grab all opportunities.
    • We realise that ideas often evolve from knowledge and learning. The more informed we are, the more we can ‘see’.
    • Ideas bring uncertainty. Taking opportunities means taking risks. Nothing is guaranteed.
    • Douglas Miller – great guy – definitely worth a read.
  • 73. How can we become opportunity spotters ?
    • We can ask questions like:
    • Why don’t we do it that way?
    • I wonder what would happen if…
    • We can:
    • Always suggest possibilities to ourselves.
    • Always be listening to people.
    • Create positive habitats for the mind.
    • When do you see opportunities?
  • 74. Entrepreneurs tend to to be open to learning.
  • 75. Let’s learn a few things now: Let’s learn how to be customer and opportunity focused.
  • 76. When was the last time you saw an opportunity and had a great idea? Tell it to your partner. A’s first. Then B’s.
  • 77. 3
  • 78. 2
  • 79. 1
  • 80.  
  • 81. Who didn’t like telling them about their special idea?
  • 82. Who made up a new idea so they didn’t have to share their special idea?
  • 83. Realize that great ideas are many and often - it’s the action you take to make them happen and the timing of the opportiunity that makes the difference.
  • 84. Think about these ideas.
    • A different algorithm for searches based on links and relevance aligning with in university research papers.
    • Looking at selling second hand books in a different way.
    • Never knowingly being undersold.
    • Bringing innovation to different industries.
    • A way of auctioning things online.
    • Recognising design was all important.
    • Creating sportswear at cost effective prices.
    • Investing in the right things at the right times.
    • Carbonating water with caramel and flavourings.
    • Making running a fast food outlet – very easy indeed.
  • 85. All these are mutli million pound ideas. Go and do them!
  • 86. 3
  • 87. 2
  • 88. 1
  • 89. Prepare yourself for new ideas.
    • The four E’s is what you need to commit to.
    • E – effort.
    • Not just passing grade effort – real 110% effort.
    • E – engagement.
    • To be involved in the moment – in the present.
    • E – emotion.
    • Passion and determination.
    • E – empathy.
    • Understanding the world from another’s POV.
  • 90.  
  • 91. New ideas. Different ways of thinking.
    • Often new ideas are problem solving solutions as well as just new ideas or new opportunities.
    • These problems can be solved in many different ways.
    • A great way of thinking about it can be thought of:
    • Around Ice cream.
    • 1. Vanilla - Ideas – which become habits.
    • 2. Chocolate or Strawberry - the evolution of Vanilla.
    • 3. Neapolitan – combining ideas together.
    • 4. Ice cream sorbets - new types of dessert.
    • 5. Not even eating Ice cream – simply crazy ideas.
  • 92. Hmmm ice cream.
  • 93. New ideas. Vanilla Ideas
    • Nothing wrong with vanilla.
    • These are the instinctive realm for ideas.
    • They are great for organising around.
    • They become habits i.e. Monday is admin day.
    • The idea works – the idea didn’t exist before.
    • A good idea – a vanilla idea.
    • We do not need continual revolutions or reinvention.
    • We do not need to always add flavour / new ideas.
    • The idea is vanilla – it will work – but not revolutionize.
    • Chocolate (or strawberry) ideas are different – they are the evolution of vanilla.
  • 94. New ideas. Chocolate / Strawberry Ideas
    • Chocolate (or strawberry) ideas are different – they are the evolution of vanilla.
    • Not a huge leap – but a departure from the norm.
    • They need a connection to exist.
    • We can take like and like and transfer.
    • Ask:
    • How did other people solve their version of the problem.
    • Observe different industries as often they share the same end goals as your idea.
    • Link between like and like.
    • The brilliance comes from the use of an old idea in a new place / situation.
  • 95. New ideas. Neapolitan Ideas
    • 3 rd way thinking is 3D it is multidimensional.
    • Many flavours just don't go together. Many do.
    • You have to think in freeform and experiment.
    • Link the like with the unlike.
    • You have to be prepared for a lot of feedback before success.
    • When you bring the like and the unlike together think of ways they are similar.
    • Never assume – it makes an ass out of u and me 
    • Anyone can find a fuel source in a garage. Where else might we find it?
  • 96. New ideas. Paradigm shifts
    • When a paradigm shifts everything goes back to 0.
    • You need to challenge the very basic assumptions that are made in your industry – or the world itself.
    • You can ask: What is it impossible to do in your industry?
    • If it could be done how would it fundamentally change the way your industry operates?
    • You want to come up with answers and then work backwards.
    • Do not be struck down with paradigm paralysis.
    • Everything in the world at some point has a shift in paradigm.
    Copyright www.greatmarketingworks.co.uk 2009 ©
  • 97. Paradigm shifts: Jobs for life in public sector, Swiss watches and quartz, buying music and record labels, selling books and Amazon, the way we watch TV!
  • 98. New ideas. Not even eating Ice cream
    • This idea may sound crazy – and it is.
    • Crazy ideas or the pataphysical – is a practise of asking the nonsensical – randomly and crazily.
    • But one generations crazy is another generations reality – the idea of the iphone would have been insane crazy.
    • Ask Douglas Miller puts it:
    • The world is becoming a crazier place. If we could look forward 30 years we’d most probably regard much of what we might see as ‘crazy’. Look back 30 years – what we have now is crazy too.
    • Entertain the impossible.
    • Look back at history – what fell out of fashion for no reason.
    • What good things were done in the past?
    • What simple ideas could you overextend?
    • If you not making mistakes you are trying anything.
  • 99. Take 5 minutes and together B’s take the word ‘shopping’ and link it to anything i.e. What if shopping was like…. Pick one. And discuss with your partner.
  • 100. 3 rules: The connection must be like for unlike. Be truly random. Choose tricky concepts to stretch yourselves.
  • 101. What if ‘shopping’ was like: Swimming. A forest. Eating. Dogs. Etc
  • 102. There is nothing like writing to force you to think and get your thoughts straight. Warren Buffet
  • 103. 3
  • 104. 2
  • 105. 1
  • 106. What makes a great idea?
    • Depends on what you want your idea for:
    • What’s your end goal?
    • What do you want from the idea?
    • Is it to solve a problem, is it to make money?
    • Is it to give you employment? Is it to employ others?
    • Things to consider:
    • Four attributes that indicate when an idea can go big:
    • Demonstrable impact
    • Cost effectiveness
    • Sustainability
    • Replicability (if this is a word.)
    • And if not I have a new idea 
  • 107. Choose an idea: From your group.
  • 108. Is this a good idea? How does it measure up? Discuss with your group with a SWOT.
  • 109. What makes a great idea?
    • SWOT analysis:
    • Strengths
    • Advantages of proposition?
    • Capabilities?
    • Competitive advantages?
    • Innovative aspects?
    • Philosophy and values?
    • Weaknesses
    • Gaps in capabilities?
    • Financials?
    • Reliability of data, plan
    • Morale, commitment, leadership?
    • Processes and systems, etc?
  • 110. What makes a great idea?
    • SWOT analysis:
    • Opportunities
    • Market developments?
    • Competitors' vulnerabilities?
    • Industry or lifestyle trends?
    • Technology development and innovation?
    • Global influences?
    • Threats
    • IT developments?
    • Competitor intentions - various?
    • Market demand?
    • New technologies, services, ideas?
    • Vital contracts and partners?
  • 111. Do a 5 minute made up SWOT analysis for your chosen case study in your group.
  • 112. Entrepreneurs tend to have big goals and align their values to them.
  • 113. End goals and values: why do you really do things?
    • End states are really important to establish why we do things.
    • The motivations we believe we have may not be true.
    • Is it really for the money?
    • A lovely Hassidic saying is:
    • Everyone should carefully observe which way his heart draws him, and then choose that way with all his strength.
    • Guy Kawasaki (helped start Apple on the right foot)
    • His top four: (GIST model – Great idea for starting things)
    • Make meaning (we will discuss)
    • Make mantra (is part of branding and marketing)
    • Get going (we will love doing this)
    • Define your business model (not today – do with your mentors)
  • 114. Make meaning!
    • End states are really important to establish why we do things.
    • The motivations we believe we have may not be true.
    • According to Guy Kawaski:
    • ‘ no one really knows if they will be an entrepreneur’ – the real question is:
    • Do I want to make meaning?
    • Meaning is:
    • To make the world a better place.
    • Increase the quality of life
    • Right a terrible wrong
    • Prevent the end of something good.
    • According to him these are the most powerful motivators.
  • 115.  
  • 116.  
  • 117. How does your new idea Make meaning?
  • 118. Make your MAT.
    • One of the hardest ways of getting anywhere is going in direction you don’t understand and haven’t planned.
    • The 5 P’s are: prior planning prevents poor performance.
    • Weave a MAT. This is to understand the scope of what you are undertaking, test assumptions quickly, and provide a method to find and fix the large flaws in your thinking.
    • Milestones: If you are creating some software they might include:
    • Prove your concept
    • Complete design
    • Prototype
    • Raise capital
    • Ship testable version
    • Ship final version
    • Achieve break even
    Copyright www.greatmarketingworks.co.uk 2009 ©
  • 119. Make your MAT.
    • Today we are only going to look at Milestones
    • Assumptions is to be covered in your own business planning.
    • Tasks might not even be on your mind at the moment.
    • And so what we are going to talk about are goals.
    • It’s time to backward plan.
    • And make these goals SMART.
    • S - specific
    • M – measurable
    • A – achievable
    • R – realistic
    • T – timed
    • What are the goals for your idea?
    Copyright www.greatmarketingworks.co.uk 2009 ©
  • 120. The major reason for setting a goal is for what it makes of you to accomplish it. What it makes of you will always be the far greater value than what you get. Jim Rohn
  • 121. 3
  • 122. 2
  • 123. 1
  • 124. Produce a goal for your idea. Share it with one person in your group. Is it really SMART?
  • 125. 3
  • 126. 2
  • 127. 1
  • 128. Get the feedback from that person. Re-write your goal.
  • 129. 3
  • 130. 2
  • 131. 1
  • 132.  
  • 133. Swap details with that person. They are going to check up on your goal. So it best have a date 
  • 134. We all have a BIG picture! Do we have the steps in place?
  • 135. What are your next three goals? Keep this small. Keep this within a month. Keep these to yourself. Write them down.
  • 136. 3
  • 137. 2
  • 138. 1
  • 139. How many of your goals are Market research?
  • 140. Make sure one of them is! It’s good for creating great marketing!
  • 141. What would you do if you had no fear of failure?
  • 142. Big businesses names They never failed?
  • 143. RUBBISH!
  • 144. Which ones failed first?
    • Larry Page’s idea
    • First three attempts failed to make money.
    • Now it’s Google
    • Max Levchin’s idea
    • First seven attempts failed to break even.
    • Now it’s Pay Pal.
    • Steve Job’s ideas.
    • We’re awful.
    • Now their Apple and ipods / iphones.
    • Niklas Zennstrom prototype.
    • Bombed and they had no investment.
    • Now it’s Skype.
  • 145. Dan Sodergren’s folding A4 flyer holding advertising magazine. Became
  • 146. Some classic mistakes made
    • Assume 'everyone will want this'. Everyone won't. Target everyone and you end up targeting no one - Indentify your target customer then get close to them.
    • Can't sell, won't sell. There is no business without sales. Consider joining forces with a partner who's sales driven - but don't shy away from it.
    • Lose focus. Resist diversifying too early, no matter how alluring the opportunity. Instead, establish a healthy customer base from the products you have spent months researching and refining before branching out and diluting your core strengths. Stick to your plan.
    • Don't tell everyone you can about your idea for fear it'll get nicked. The more people know what you're doing, the more useful contacts friends will refer you to. You shouldn't fear idea-nicking. If your business is any good, other people will always copy.
  • 147. Some classic mistakes made
    • Think big but don't think about scale. Got ambitious growth plans? Great, but be clear and realistic about how you're going to get there, and when. Think about infrastructure and choose IT systems, suppliers and distribution channels that can scale with you.
    • Don't user-test. Test everything. Make sure your target customers actually like the way it looks and works, and find out how much they'd pay for it. Your family and friends are not customers, by the way: they'll sugar-coat. You need people you don't know. Trust me.
    • Don't set targets. Having a vision focuses your efforts and creates structure. Your ambitions may well change but having a starting point helps immensely.
    • Agonise over  small things. Prioritise ruthlessly. Look at how many sales a piece of work is likely to bring in, and allocate your time and resources accordingly.
  • 148. How do I know these ones? I made (some / all) of them!
  • 149. Idea creation: BONUS FOR LIVERPOOL For those that need it Want it.
  • 150. 12 small business ideas & opportunities for 2011
    • 1. Pop-up 'MedCottage' enables senior care at home
    • As the massive baby-boomer generation enters its senior years, a strain on long-term care facilities seems inevitable.
    • 2. Vegetarian butcher serves up lupin-based meat substitutes
    • Targeting the higher end of the market — consumers willing to pay as much for a meat substitute as they would for the real thing.
    • 3. On a bet, party people fill KLM flight to Miami using Twitter
    • In a new twist on crowd-buying, the initiators of Fly2Miami made a bet with KLM on Twitter to organize a non-stop flight from Amsterdam to Miami. Crowd clout and group buying — turbo-charged by social media — provide new opportunities to empower consumers and startup’s / mini mass organisers / brand ambassadors.
    • 4. Luxury women's panties by curated subscription
    • It's a great example of subscription-based retail, offering curation alongside convenience. One to apply to a category you're passionate about.
  • 151. 12 small business ideas & opportunities for 2011
    • 5. Buy-one-give-one indie eyewear sells for $99 per pair
    • The market for prescription eyewear has traditionally been dominated by high prices, little innovation and a few large competitors. Now it’s “buy one, give one” generosity and some long-overdue pricing transparency.
    • 6. Tapping professional skills of micro-volunteers via iPhone & web
    • Enlisting both individuals and groups of company employees to contribute their expertise to a nonprofit in even the smallest chunks of time. The organization neatly combines people's desire to give back to society with another prevalent trend: their need for convenience.
    • 7. Cleaning product sold in cartridges, diluted at home from the tap
    • Consumers fill a spray bottle with ordinary tap water and pop in a cartridge. The coloured concentrate visibly mixes with the water, and voila: a full bottle of cleaner
    • 8. A fresh take on online memorials
    • With its fresh design and more current feature set, 1000Memories sets itself apart and could attract a sizeable audience. The concept is part of a wider trend in web publishing, whereby it's becoming increasingly simple for non-geeks to build beautiful websites, often in 10 minutes or less. Other examples include Flavors.me and Tumblr.
  • 152. 12 small business ideas & opportunities for 2011
    • 9. Trial gear and showers for runners at Tokyo Adidas store
    • Included in the space are 16 shower cubicles and 248 lockers for rent. Also available are a broad array of cutting-edge Adidas shoes and clothing available for the borrowing. This is brand-as-butler thinking that's well worth considering for your own marketing and sales strategies.
    • 10. Mobile app for group texting and on-the-fly conference calls
    • Available for both iPhone and Android, GroupMe is a free tool from New York-based Mindless Dribble that gives groups of friends private text messaging and instant conference calls.
    • 11. Books by gift subscription, hand-picked for the reader
    • The march of the subscription models continues! Just the Right Book adds a slightly different twist by adding hand-picked customization.
    • 12. Targeting travellers, beauty retailer finds a niche in 3 fluid ounces
    • Helping consumers avoid bag-check charges or confiscation of their toiletries and cosmetics, 3floz sells beauty and grooming products in TSA-approved sizes only.
  • 153. How do I know these trends? Just go to trendwatching.com Copyright www.greatmarketingworks.co.uk 2011 ©
  • 154. Steal, Steal, Steal. Top Trends for 2010. Older Business Ideas. Small-scale food production using membership models: low start up cost. Low impact advertising: making marketing green and cool. Health tracking devices: helping an ageing demographic Sophisticated sampling—dubbed tryvertising : students anyone? Discreet rooftop solar panels and wind turbines: brilliant. Rotating retail at airports and in malls :Pop-up, temporary retail Remote farming for consumers: great idea in Italy Paying consumers to promote products they use and love: referrals plus
  • 155. LUNCH
  • 156. DAN SODERGREN
  • 157. BE GREAT
    • What is great marketing?
    • Doesn’t have to be BIG – to be clever.
    • Doesn’t have to be BIG – to be Great.
    • Great:
    • Remarkable or outstanding in magnitude or degree.
    • Of outstanding significance or importance.
    • Chief or principal and superior in quality or character.
    • Powerful; influential or eminent; distinguished.
    • Wouldn’t you rather be Great than just Big.
  • 158. What does it stand for?
    • The B in BE GREAT = Budget
    • The E in BE GREAT = Emotions
    • The G in Great Marketing = Guerrilla
    • The R in Great Marketing = Relationships
    • The E in Great Marketing = Electronic
    • The A in Great Marketing = Active
    • The T in Great Marketing = Together
  • 159. Guerrilla Marketing The G in Great Marketing Guerrilla Marketing and the principles thereof should be at the heart of any highly effective marketing plan.
  • 160. Guerrilla Marketing
    • Guerrilla Marketing – term invented by Jay Conrad Levinson – the man’s a genius
    • Love it – the basis of all great marketing and of my own great marketing in the past and the future.
    • In fact, it was only when e-marketing started to obey the basic principles of guerrilla marketing with social media and PPC did we as a company get involved in it again.
  • 161. What is Guerrilla marketing?
    • Think…..
    • Warfare….
    • Who were known as Guerrilla Fighters?
    • Ninjas vs. Samurai,
    • The freedom fighters of Cuba,
    • The Viet cong vs. the Americans,
    • The Jedi knights vs.. the Imperial forces.
    • Basically those with no money vs. those with
    • Which ones are we…..?
  • 162. Traditional Marketing vs. GM
    • What would traditional marketing use?
    • Expensive
    • Newspaper adverts
    • Radio
    • TV
    • Billboards
    • SEO
    • Any thing that costs lots to impress
    • Anything which is meant to teach people to buy.
  • 163. What would Guerrilla marketing use?
    • Customer focused
    • Targeted Flyers
    • Shock tactics
    • PPC / Adwords
    • Direct response advertising
    • Competitions
    • Social networking
    • Anything which creates a positive emotional response, not just cheap stuff!
  • 164. The Psychological Principles of Guerrilla Marketing:
    • Commitment,
    • Effort,
    • Simplicity,
    • Patience,
    • Knowing your customer,
    • Psychology,
    • Clever language use,
    • Rewards and profit.
    • We win the hearts before we win the minds!
  • 165. Guerrilla Marketing Principle - Patience Strategy - Targeted Tactic – Using Psychology
  • 166. Key principle
    • Using psychology.
    • The more you know your customer the better.
    • The more you can get into their heads the better.
    • The more you get into their hearts the better.
    • It’s about adding High Impact.
    • Positive, personal impact.
    • Stuff people remember and remark upon.
    • Ideas that are selfless and over deliver
  • 167. What Guerrilla Marketing is not
    • GM got a repudiation for
    • Shock tactics
    • Rude stuff
    • Street marketing
    • Alternative marketing
    • But most of this forgets some of the principles
    • Some of this is just clever advertising it is NOT guerrilla marketing.
  • 168.  
  • 169. GMW is NOT
    • When it’s mainly about you.
    • When you think it’s cool.
    • Something new for new’s sake.
    • BUT if it gets you into the NEWS then its great.
    • We gonna talk to you about PR stuff later.
    • Check out these and think which ones are GM and which ones just clever adverts.
  • 170. Are there Guerrilla Marketing?
  • 171.  
  • 172.  
  • 173.  
  • 174. And these...?
  • 175. Why does this work so well?
  • 176. Guerrilla Marketing Principle - Patience Strategy - Targeted Tactic – Using Psychology
  • 177. Target demographic – is NOT everyone
    • Remember the old 80 / 20 rule.
    • 80% of your money will come from 20% of your customers / products / services.
    • Don’t quote me on it – as gets down to about 30 / 70 with some web companies but its a good rule of thumb.
    • Ok think about that with your own business.
    • And then think about Guerrilla Marketing!
  • 178. Guerrilla marketing (GM)
    • What is the most important quality for a GM?
    • According to the fore father (Jay Conan Livingston) it is
    • Patience…..
    • Why?
    • From total apathy to buying the product or service it takes 9 times…
    • The bad news is for every 3 times, your customer on average only listens only once.
    • Marketing could take up to 27 interactions.
  • 179. If we are having to connect with someone many times, we MUST narrow down the number of people.
  • 180. Who is your target demographic? So question for you!
  • 181.
    • Who is your target demographic?
    • Have a think – or if you have been trading for a while go look at your figures.
    • Most people say – it’s everyone.
    • This is nonsense – look for your ideal customer – the one who loves you – comes back and BUYS from you.
    • Not the lookers – the buyers.
    • If B2B it could be type of businesses and buyers.
    So who is yours?
  • 182. Relationship Marketing The R in Great Marketing Relationships, not only with your client’s potential customers but with the press as well.
  • 183. Relationship Marketing Not just with your market place, but with your real customers, the press and everyone else.
  • 184. When you get the right customers Then you can really make a difference. With their “Life Time Value”.
  • 185. Example of Life Time Value.
    • My hair – needs doing.
    • You can see that – right 
    • It costs me around £80 a go
    • 6 times a year
    • Suddenly I am worth £500 a year (just about)
    • How long will I stay with my hairdresser?
    • 3 – 5 years?
    • So am I worth getting to know?
    • I am worth some £2500.
  • 186.  
  • 187. So work out your customers LTV
    • Or it might be just the Annual Time Value.
    • And if they only buy from you once ever.
    • Then perhaps look at this.
    • Get a feel for perhaps introducing in another product or service.
    • Make sure you have an upsell or a cross sell.
    • As it could cost you £5 – £500 to get the customer to have that meeting with you.
    • Or make that initial purchase.
    • Letting them go now is bad Relationship Marketing. And we want you to BE GREAT.
  • 188. What is the life time value of your customer? So question for you!
  • 189. Relationship Marketing Not just with your potential customers. But also with the press.
  • 190. The press
    • If you want your company to be noticed by your customers a great way is to get into the press.
    • Have a think about what you like to read.
    • Seriously – take a pause and think about it.
    • Now think about where do you hear about stuff?
    • It’s different isn't it.
    • Of course, as we have some many new ways of getting our media.
    • So is it just the local rag you want to get into?
    • I would doubt it
  • 191. The press
    • 24 out of 25 of the major world papers are in decline. And we all know why...
    • But does this mean it’s not a good time to go for the press?
    • All depends on your demographic!
    • So first ask them – go back to your drawing and say – what do you do?
    • Even after you do that – no matter what they answer – getting exposure in any media when you don’t pay for it is a simple equation.
  • 192. The press equation
    • The known and the unknown = coverage.
    • Or emotion plus emotion = exposure.
    • You could bring in gossip and secrets here as well.
    • But basically
    • You can use all emotions you have
    • Unashamedly
    • And this will get you into the press.
    • In time....
    • As long as you do it right.
  • 193. Richard B.
  • 194. It doesn’t always work.
  • 195. The website editor
    • Who are your favourite website editors?
    • Who are the power houses in websites in your industry
    • Who reads what in your sector?
    • And more importantly who control what goes in it?
    • And even more importantly what do the search engines think about such sites?
    • You might find that a small database of perfected followers is better for sales than a spot on GMTV.
  • 196. Who runs the show?
    • How many links could you get?
    • This is also about SEO....
    • Which is what we talk about next.
    • But have a think how many websites can you get on?
    • Think about their different values.
    • Their different page rank values for SEO.
    • Online PR is no longer just about who reads it – it’s about how this affects your SEO.
    • And your ‘online reputation’ and your social graph. Who ‘likes’ what you write?
  • 197. What is your PR plan? Especially online? So question for you!
  • 198. Electronic Marketing The E in Great Marketing Think about websites and the client’s online presence.
  • 199. What about the Tinterweb?
    • Ask Google what people are searching for:
    • What keywords are people searching for right now?
    • Researching your keywords
    • Google keywords analysis:
    • https://adwords.google.com/select/KeywordToolExternal
    • SEO tool book
    • http://tools.seobook.com/keyword-tools/seobook/index.php
    • You can also use things like:
    • WordTracker and Keyword Discovery – amongst others.
  • 200.  
  • 201. What about the Tinterweb?
    • Ask Google what people used to search for:
    • What keywords are going up / going down?
    • Researching your keywords trends:
    • Google trends / zeitgeist: interesting
    • http://www.google.com/trends
    • New is Google insights: even more fun
    • http://www.google.com/insights/search/#
  • 202.  
  • 203.  
  • 204. I know! But this is relevant to all industries! As it shows you more information in a minute – than we used to get in a year!
  • 205. Behind the basics
    • Everyone has a website
    • That’s kinda the problem.
    • What do have on your site?
    • First read – The Big Red Fez
    • It covers the basic brilliantly.
    • But do remember
    • You have seven seconds.
    • Warmth.
    • Pictures.
    • Smiles.
    • Make it easy.
    • What do you want them to do.
    • It’s all about the funnel.
    Copyright Great Marketing Works 2009 (c)
  • 206. Adwords (PPC) Copyright Great Marketing Works 2009 (c)
  • 207. PPC adverts: where are they?
  • 208. Other PPC mechanisms Yahoo and Microsoft also do PPC. And not very many people use it  Why is that good?
  • 209. Other PPC mechanisms Even Facebook and other social networking sites have PPC functions Copyright GMW 2010 © for hand out notes email [email_address]
  • 210. Ok take a 10 second rest Here we go
  • 211. Facebook PPC
    • Why is it so very good?
    • Because they have so much information on you
    • Because you can pick your demographic
    • Why is it so very bad?
    • People aren't looking to buy anything
    • People aren’t ready for facebook advertising yet
    • One bad comment can get you banned
    • People vote on the ads
    • The picture practically does it all
    • It all depends on your demographic
    • and your strategy.....
  • 212. Is it good for me?
  • 213. What are your main keywords? What is your online strategy? So question for you!
  • 214. Active Marketing The A in Great Marketing (otherwise known as social media) Everyone is excited about! And rightly so.
  • 215. Am I ANTI
  • 216. If not planned!
    • If we don’t have structure
    • We have anarchy
    • And if we have anarchy
    • Where are we?
    • 16 th century France?
    • No modern day England
    • Online!
  • 217. There are so many to mention: Check out and Google this. Today, we will cover the big 4.
  • 218. Is it all just lovely? How big is facebook now?
  • 219. Who uses Facebook? The fastest growing segment on Facebook is 55-65 year-old females
  • 220.  
  • 221. How will you
  • 222.  
  • 223.  
  • 224.  
  • 225. More on youtube.
    • If a picture is a 1000 words what is a 30 second movie?
    • People believe videos – especially when homemade more than high end adverts – why?
    • Today Google looks at the real estate of youtube very seriously for your SEO strategy.
    • Check out the images and videos on your next search – often they are above the fold.
    • Why is this?
    • How can you maximise the effectiveness therefore?
  • 226. Copyright GMW 2010 © for hand out notes email [email_address]
  • 227. Stats time. Linkedin.
    • One third of UK professionals now have an online professional profile on LinkedIn
    • LinkedIn, the world’s largest professional network with over 70m members worldwide.
    • LinkedIn numbers:
    • 4m: UK members
    • 15m: European members
    • 25%: of FTSE 100 companies hire through LinkedIn
    • 50%: of Fortune 100 companies hire through LinkedIn
    • 1 professional joined LinkedIn worldwide every second
    • 1m: professionals joining LinkedIn every 12 days
    • 1bn: people searches on LinkedIn last year
    • 500,000: LinkedIn groups
    • Is this part of your social networking strategy?
  • 228.  
  • 229. Stats time. Twitter.
    • Twitter Usage In America: 2010 - its important to note all this - as this is what will happen over hear in a year’s time - so be warned.
    •   Awareness of Twitter has exploded from 5% of Americans 12+ in 2008 to 87% in 2010 (by comparison, Facebook’s awareness is 88%)
    • Twitter trails Facebook significantly in usage: 7% of Americans (17 million persons) actively use Twitter, while 41% maintain a profile page on Facebook.
    •   51% of active Twitter users follow companies, brands or products on social networks
    • Nearly two-thirds of active Twitter users access social networking sites using a mobile phone
  • 230. Some basic tactics for you.
    • Follow the leaders – find out who Follow them and simply follow them – they will follow you back.
    • You can do this by going to www.wefollow.com
    • You cannot follow more than a 1000 people a day.
    • You will be banned.
    • Don’t add people without no pictures – they are not engaged.
    • As soon as you look like a spammer – you are banned .
    • You can use other tools to then look through the accounts and show who is really using twitter.
    • Applications like www.manageflitter.com
  • 231. Hashtags #
    • Hashtags are used to link tweets together
    • # shows people related interests.
    • http://hashtags.org/
    • You can create your own #
    • You could create it around #MMULEAD
    • The most famous hashtag is #FF
    • This is for Follow Friday and a compliment on Twitter.
    • See who is following you on follow Friday - http://thetwittertagproject.com/followfriday.php
    • And then see who follows them as well.
  • 232. Why do I think twitter is soooo important?
    • Twitter is not a social network. While Facebook is the digital equivalent to your online residence,  Twitter is your window to relevance , a network where individuals connect through fleeting interactions yet rooted in context and interaction.  How we embrace and invest our persona in this paradigm says more about the future of digital culture and ourselves than we might imagine. And, it’s only increasing in its societal prevalence.(Brian Solis 2010)
    • More than 100 million Tweets fly across Twitter every day.
    • The lifespan of a ReTweet is roughly one hour.
    • Over 175 million people have created a micro presence on Twitter, with that number expected to grow to 200 million by the end of the year.
  • 233. Advanced thinking with twitter.
    • Remember to tweet first – and make them interesting.
    • Go to http://digg.com/ and find out what’s current / digged.
    • Go to www.Cracked.com – funny links and great pages.
    • You can go on BBC – especially good for specialists.
    • Go to brainy quotes – www.brainyquotes.com and get quotes of the day.
    • Depending on your demographic. Inspiration quotes are very hot.
    • Bring in emotion – bring in personal stuff
    • About every 7 tweets with links – do one personal one.
    • Show your wishes and your dreams and BE VUNERABLE. It is compelling.  
  • 234. What are your social media plans? So question for you!
  • 235. Go mobile!
  • 236. What’s the score.
    • Over 300 million units in the first quarter of 2010, a 17 per cent increase from the same period in 2009, according to Gartner, Inc.
    • Smartphones increased by over 48 per cent from the first quarter of 2009.
  • 237. Stats: Mobile
  • 238.  
  • 239.  
  • 240. 3G time
    • Global 3G penetration is expected to hit 21% this year.
    • In Japan, 96% of mobile subscribers already have 3G coverage.
    • In Western Europe, the penetration is around 54%.
    • We are beating the U.S. With this !
  • 241. What are we doing with them?
    • Video accounts for 69% of mobile data traffic.
    • More and more, we are expecting to have access to our “stuff,” i.e. music, documents and applications, in the cloud.
    • The average iPhone user only spends 45% of his on-device time making voice calls.
    • Should we have a mobile site?
  • 242.  
  • 243. How are you using mobiles? So question for you!
  • 244. Together Marketing The T in Great Marketing Bringing in other people and bringing it all together in a integrated strategy.
  • 245. Working together Concept partners
  • 246. Guerrilla marketing and the power of Concept partners
    • Can you remember what we learnt earlier about guerrilla fighters?
    • The guerrilla must live off the land, or draw support from the civil population in which he is embedded.
    • So who else can help you pay for your war effort….
    • Or your businesses need for exposure? Remember the ’27’ times.
    • Think demographic sharing and co-opetition.
  • 247. Guerrilla marketing and the power of Concept partners
    • Think of different partners: every business has some i.e.
    • suppliers,
    • customers,
    • other people in the industry,
    • even competitors.
    • Examples in real life:
    • THTC and Oakley,
    • Easyjet and Manchester city council
    • All relevant Spearfish events
  • 248. Make the pie bigger Not just your slice of it!
  • 249. Guerrilla marketing and the power of Concept partners
    • Why do concept partnerships work?
    • Your marketing cost less.
    • The brand association for you is powerful.
    • Both parties win from the alliance.
    • You can even create a new product / service.
    • Examples in real life:
    • THTC and Oakley,
    • Easyjet and Manchester city council
    • Even the big brands are at it.
  • 250. Mcvities
  • 251. Muller
  • 252. Become
  • 253. Together
    • Ok it’s been a whistle stop tour on:
    • Guerrilla marketing
    • Relationship marketing
    • E – marketing
    • And Active marketing
    • Covering online and offline marketing and a whole host of new ideas and classics to help you succeed with your marketing.
  • 254. Together
    • Believe you me – just doing a few of them will support your client's business
    • Doing all of them will really help their business
    • And doing all of them in a strategic plan will transform your marketing plan and their business.
    • And it is this last part – this togetherness idea which is the MOST important part.
    • So let’s get on with it....
  • 255. The BIG question to you. How many strategies do you have? Take five minutes to write them down.
  • 256. Strategies...
    • G – Guerrilla Marketing – clever stuff.
    • R – Relationships – mainly PR.
    • E – Electronic – mainly online but not exclusively
    • A – Active – how you use mobile and social media in the marketing mix.
    • T – Togetherness – concept partners and the big plan.
  • 257. The AIDA – RRR principles
    • A – awareness
    • I – interest
    • D – desire
    • A – action
    • Then our three R’s (our USP in training)
    • - R - Reward
    • - R - Recommendation
    • - R - Referral
    • Gives you a Retention programme 
  • 258. So here we go! Get GREAT! And take all the notes you have written. And pop them in order of the sequence. The rest is up to God.
  • 259.  
  • 260. Greatness is all around.
    • Take a look at great marketing strategies.
    • Investigate ones produced by others.
    • Get a feel of how you can really integrate.
    • Marketing is a holistic process.
    • A circle with NO ending.
    • Great Marketing makes more Great Marketing.
    • Have you guys seen what Aviva are doing with their BIG picture campaign?
  • 261. Aviva
    • 1 st – Big brand – great values.
    • 2 nd – Big creative company.
    • 3 rd – Big marketing spend i.e. Outdoor advertising / TV advertising etc
    • 4 th – a knowledge of social media.
    • The challenge was to take their strengths and the weaknesses of their traditional shouting channels and make it cooler for the next gen.
  • 262. Amazing...
  • 263. What’s the real process?
  • 264. DAVID BOZWARD