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The Marketing Masterclass For The Flying Start Programme Final Version For London
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The Marketing Masterclass For The Flying Start Programme Final Version For London

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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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The Marketing Masterclass For The Flying Start Programme Final Version For London The Marketing Masterclass For The Flying Start Programme Final Version For London Presentation Transcript

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  • To Mexico BUT that’s another story
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  • Created the BE GREAT system 7 steps to success workshops and helped over 800 companies with successful marketing ideas.
  • 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?
  • What kind of marketing person are we? Put the following 5 animals in the order of your preference. Cow Tiger Sheep Horse Pig This will define your priorities in your life.
  • Put the following 5 animals in the order of your preference. Cow Signifies CAREER Tiger Signifies PRIDE Sheep Signifies LOVE Horse Signifies FAMILY Pig Signifies MONEY
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  • Your marketing master class Created by Dan Sodergren For Flying Start Great Marketing Works 2009 ©
  • How are WE going to do this.
    • Using your minds – thinking more than usual
    • Look after yourselves – this is NEW information – so stretch, drink some water,
    • We learn better when we RELAX.
    • There will NOT be any notes…so…
    • Take notes – don’t rely on my handwriting!
    • Remember we are all at different levels of business acumen and plans – so be nice.
    • You will all have great ideas so write them down – even if its someone else's idea.
    • There is a LOT of learning in this 145 mins.
    • So…. Let’s go!
  • Let’s move around a bit
    • Get the old brains and bodies moving.
    • Write your first choice of animal nice and BIG.
    • Find someone you havent worked before.
    • Maybe someone with the same first choice animal as you.
    • Now one of you choose to be A.
    • The other B?
    • Who choose first? Second? What does this say?
    • B’s go first.
    • What marketing have you done already?
    • A’s go next.
    • Simply.
  • What is marketing? And the mind set of the marketeer
    • Marketing is traditionally the 4 P’s
    • Price, place, position and product.
    • And even more P’s as well to make the 7 P’s…..
    • People
    • Process
    • Physical evidence.
    • Yet……….
    • Behind this is something more….
    • The mind of the marketeer and it’s principles:
  • The mind set of the marketeer
    • Cunning
    • So you use different ways of getting them
    • Humble
    • So you don’t get too cocky, you’re here to serve
    • Always learning
    • So you are always up to date as marketing changes everyday.
    • Simplicity
    • So everyone understands (KISS)
    • Empathy
    • So you can appeal to all
    • KISS CHASE…. Go get em….
  • What is great marketing ?
    • 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.
    • Marketing:
    • Doesn’t have to be BIG – to be clever.
    • Doesn’t have to be BIG – to be Great.
    • Works:
    • Wouldn’t you rather Be Great than just big.
  • Thinking about big business rather than Greatness. Might be why the world is in the predicament it is right now. Rant, rant, rant. Conclusion: Be Great
  • BE GREAT B. Branding your business E. Evolving your idea G. Guerrilla Marketing R. Relationships and your business E. E – marketing: for all your business A. Adwords: how you can use these T. Togetherness: concept partnering.
  • Best to BE GREAT
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  • B - Brand Our brands (especially Thomas and Franziska )
  • Before we start on brands
    • Brand and brand values: It’s your business.
    • Before we start on our brands let’s start on ourselves.
    • We are the business brand so let’s make the brand our business.
    • What are our business values?
    • What drives you? Write it down.
    • What would we want on our businesses gravestone / testimonial?
    • Core values – what is important to you?
    • What do you want your company’s USP to Be?
  • The B – in Be Great = Brands
    • Brands: now we know a few values.
    • Brands are made up of several elements.
    • Some obvious i.e. conscious
    • And each one of them important subconsciously.
    • They are:
    • Your name: The importance of a name.
    • Your logo: And how a logo can change your company.
    • Your Id: The power of colours.
    • A tag-line: Why have a strap line work for you.
    • Can we communicate the values of our company in our brand?
  • Brand – psychology of colours, logos, name etc
    • Name first:
    • Can we think of any famous ones?
    • What do these companies do?
    • Who has a business name?
    • Why does it work? Does it work?
    • Have you market researched it?
    • Market research and monitoring are the cornerstones of any modern marketing methodology and / or success mechanism.
    • Have you market researched yet?
    • If can’t change name, change strapline, logos.
    • Logos second:
    • We all know these…….
    • But how much did it cost so that we did?
    • And why do they work?
    • Discussion time
    The logos that make a company
    • Telecoms monolith BT decided to change its old logo in the 80’s
    • New logo hated by all. The Sun , as we recall, was moved to emblazon its front page with "BT blows £5m on trumpet!"
    • In fact, the eventual cost of the discordant fanfare was a cool £50 million and heralded mass redundancies at the company
    • Why does the last logo work so well?
    The logo that ruined a company
  • Can we all see the power of the wrong logo? Losing £50 million
  • What would be the right logo for an anti hair-loss shampoo? The products called Hairsense (I preferred Hairactiff) But that’s market research for you.
  • You choose Logo 1
  • You choose Logo 2
  • You choose Logo 3
  • You choose Logo 4
  • You choose Logo 1
  • You choose Logo 2
  • You choose Logo 3
  • You choose Logo 4
  • Which one did you like? Vote time! And why did you like that one?
  • E - Evolve your mindset Or evolve your ideas (everyone)
  • The E– in Be Great = Evolution
    • Evolving:
    • Ideas are precious things, but also ten a penny.
    • 1% inspiration
    • 99% perspiration
    • One cannot alter a condition with the same mind set that created it in the first place. Albert Einstein.
    • Evolution of your idea. This MUST come from the next point – market research.
    • You idea is never wrong, as long as it can change.
    • 7 Secrets of Great Entrepreneurial Masters
    • 7 th secret is the ability to change course – I think this is first 
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  • G - Guerrilla Be Guerrilla in our marketing (everyone)
  • The G – in Be Great = Guerrilla
    • What is guerrilla marketing?
    • It’s an analogy
    • Think…..
    • Warfare….
    • So who were known as guerrilla fighters ?
    • The ninja vs. the 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…..?
  • Guerrilla marketing THINK
  • Guerrilla marketing NOT
  • The Psychological Principles of Guerrilla Marketing:
    • commitment,
    • effort,
    • simplicity,
    • patience,
    • knowing your customer (market research),
    • psychology,
    • clever language use,
    • rewards and profit.
    • In essence : We win the hearts before we win the minds!
    • There are 107 different ways to ‘guerrillafy’ your business.
  • Traditional Marketing vs. GM
    • What would TM –
    • traditional marketing use?
    • Above the line
    • Expensive
    • Brand led
    • Newspaper adverts
    • Radio
    • TV
    • Billboards
    • SEO
    • Any thing that costs lots to impress
    • Anything which is meant to teach people to buy.
  • Traditional Marketing vs. GM
    • What would GM - guerrilla marketing use?
    • Below the line
    • Inexpensive (?)
    • Customer focused
    • Targeted Flyers
    • Shock tactics
    • PPC / Adwords
    • Direct response advertising
    • Competitions
    • Anything which creates a positive emotional response
  • So are these ideas Guerrilla Marketing?
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  • G - Guerrilla For us remember these three things: Research, research, research. (Esther)
  • The power of market research: Have you asked the people what they want? A friend of mine has an idea for a good food restaurant. This restaurant cooked food, beautiful food, from every corner of the world. His idea was that everyone loved food, everyone loved every type of food. And he would serve every type of food for them. You would have a Japanese starter, a Mexican main and an English desert. Not only this but everyone would go to his restaurant.
  • Did this restaurant work?
  • Did this restaurant work?
    • I would guess we all guessed it didn’t: Why not?
    • He never asked the people in the locality if they wanted it.
    • He wanted to market to every person no matter what age, sex or race they were.
    • He didn’t have enough money to market to everyone.
    • It is easy to be critical of the idea. But maybe we miss the point.
    • Have we asked our potential customers if they really want what we
    • have created?
    • How many have we asked? Can we ask them again?
    • Market research is NOT to our friends and family!
    • But done in the real world which says NO (occasionally.)
  • The power of market research: What questions have you asked already? And if you haven’t done any – then let them come up with some questions you can ask. Write down a goal of what you shall do this week to help with your market research. Remember the restaurant. Remember your target demographic – and if you don’t have one – Let’s get you one. Split it by: sex, race, age, wage, location, buying power, decisions.
  • The power of market research: What’s your USP – your businesses unique selling point? What’s your key benefits for your customer? Write them down again. What are you competition doing which is better than you? Research your competition. See you niche. Be more like a laser beam than a light bulb. Market intelligence is the essence of Great Guerrilla marketing.
  • How else can we market research? Today more than at any other time we can use the web to research. Have you researched your keywords? Have you researched your trends and looked into insights? Have you been listening to trends happening? How can we listen to trends? Are you listening to the tweets of the world? Do you know of the power Blogs in your industry? Are you prepared to listen and adapt your business / service / product?
  • IS there a difference in your demographic? Maybe you have more than one potential customer sector? And you have the resources to successfully go for both. How long does each take to mature? What is there buying strategy and when do they purchase? Are you B2B or B2C or even B2G? (Simon) If so what are your real buyers decision making processes?
  • How can we use personal impact? Is it really about just shock tactics? How could some guerrilla tactics actually back fire? Isn’t it more about positive personal impressions? How much are you potential customers worth to you? Can you work out the potential lifetime value? Perhaps it’s annual value? Perhaps it’s one off value - how much should you try to woo them? How many times must we talk to someone to make them understand?
  • How will your customers
  • Love must have patience. How many times would you have to tell someone you love them? Strange question – but one you might remember. How much does your target demographic remember you? How many messages from branding do we get everyday? How many steps must your chosen customer take? Who else is playing for their heart? How many different strategies do you have at the moment? How many more do you think you might need?
  • Why does this work so well?
  • Draw your demographic. No, it doesn’t have to be a good drawing – just do it. And give them a name too 
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  • Think of a Guerrilla Marketing tactic for your partner. Remember, positive personal impact, it’s not just about saving money, it’s about maximising effectiveness.
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  • How many of your tactics were PR stunts? They tend to be: As this is what we see ‘en masse’ Your relationship with the press is important.
  • R – releases and relationships For this we mean: Press releases: how do you get into the press for free advertising? (Simon and Viviane)
  • The R – in Be Great = Releases
    • Everyone has a story – a press release.
    • Does your story have ‘EST’?
    • Human interest.
    • How old are you? Is this an angle?
    • Is the business new or old? Angle.. .
    • Black or white? An angle…
    • What do you know that other people don’t know?
    • If nothing can you do some research? Another angle
    • Use the internet to find out facts – as this gets you in the paper – as you do the reporters job for them.
  • Press releases
    • Realise an idea – its has to be human
    • What do we human’s like?
    • To love, to laugh, to lose.
    • To be shocked, to cry, to feel warm inside.
    • To be informed, to learn something new, to cherish, to be better than other people.
    • To feel empathy, to feel part of something, to not be alone, to not be in pain, to be happy….
    • Use all emotions you can, unashamedly, as with these emotions you get into the paper.
    • Think of any angle for your story.
  • Press releases
    • Remember the readership – who are they
    • Demographic of the readership – are they old or young, rich or poor, community driven or money orientated, local interest or national?
    • Remember your reporter – who are they?
    • Are you going for national? Personal motivation of reporters - what do they normally cover? Where do they drink? What do they like to do?
    • Remember reporters are emotional characters they are HUMAN too, they are writers, creative (some), and busy.
    • HEADLINES and PICTURES are the most important thing to them – without one it never gets read without the other it never goes in the paper…
  • People love a good photo call What image can you create which grabs the publics imagination? Which easy idea can you produce which the paparazzi will flock to?
  • Not just the papers
    • A 1/3 of our media is now consumed online.
    • What do we human’s like online?
    • How does this change your story?
    • Why are online websites potentially easier to get into?
    • What other benefits does online press have?
    • How can you create and publish an online press release – where would you go?
    • What other ways can you get onto the web without a story of sorts?
    • Think of a different angle for your company / idea.
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  • E - marketing For this we mean: Your website (Sanjeet, Richard and Leon)
  • The E – in Be Great = E - marketing
    • Everyone has a website – an Electronic presence.
    • Where does your E site / website fit into your marketing strategy – into your route to market?
    • Has it been designed for you, or for your customers?
    • Have you market researched the colours, the font, the feel, how people use it?
    • Do you really need a website or just a web presence?
    • What should your e-marketing make someone do?
    • How will people find your site?
  • How will people find your site?
    • Everyone has a website. That’s the problem.
    • How will people find your site?
    • Through offline processes? What’s the catch?
    • Through online processes. How?
    • SEO – search engine optimization:
    • Links – how many links you have set up – have you a link strategy?
    • Blogs – are these to be powerful anymore?
    • Keywords – have your found out which ones work?
    • Meta tags, alt tags, meta descriptions etc.
  • What about the SEO / Keywords?
    • 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/#
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  • What about over time? Never presume: Today’s markets will last forever What about in the past? Copyright www.greatmarketingworks.co.uk 2009 ©
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  • Web 2.0 – where are we now?
    • This will ALL depend on your demographic.
    • If you are selling an idea or building a community around an idea which serves people older than 45 then is Facebook for you?
    • Who uses myspace nowadays?
    • What about creating your own platform using www.ning.com
    • What about controlling the main stream voice with a series of forums which you create.
    • Can you create an organisation around which the concept would sit – Steven / Peter
    • Which demographic sector tweets – you might be surprised.
    • Who is using twitter right now? Who is tweeting!
    • You could always listen to them – www.twiturly.com
  • Web 2.0 – where are we now?
    • This WILL not stop.
    • The net will evolve more and more and the long tail will have its wicked way – as we have broken the bottleneck of distribution.
    • What does this mean for marketing?
    • The whole world changes – we are on the edge of a paradigm shift – the king is dead – long live the king.
    • As if knowledge is king and it is freely and easily available what next for the king – power is nothing without control?
    • We can no longer push people into doing things.
    • People like to be recommended rather than reminded.
    • When the world starts to lose trust with itself, what can we do to help it come back to us?
  • E - marketing With your partner discuss how each of you can / will use web 2.0 (social networking included)
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  • Where is your website in your route to market?
    • Everyone has a website – but not everyone has a plan.
    • Where does you website come? First or second?
    • Or third in your route to market?
    • For some companies the following might be true.
    • First networking and business cards.
    • Second a good smile and a great elevator pitch.
    • Third, maybe a follow up phone call or a direct mail or an email with a hyperlink (my personal favourite as monitorable)
    • Fourth and only now – the website (with Google Analytics)
    • Then we are collecting data, creating a database, creating emails and the personal online marketing begins.
    • For others it’s PPC and straight in….. So where is it for you?
  • E - marketing Are you obsessed with your own data? Analytics is key!
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  • What other information?
  • E - marketing Do I need to explain anymore? Naaaaa, didnt think so. BUT DO IT!
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  • A - adwords By this we mean: How are you going to use PPC? (Viviane)
  • The A – in Be Great = Adwords (ppc)
    • Everyone can do Google adwords – Google PPC
    • Adwords is genius and a MUST for you
    • It contains several elements:
    • The adverts – teaches you how to monitor and how to create powerful concise copy / headlines.
    • Rewards and optimization – teaching you about relevance and how to maximise your spend.
    • Keywords – teaches you about meta tags and keywords for your own site and about SEO.
  • PPC adverts: where are they?
  • How can you use adwords to your advantage?
    • Everyone can do Google adwords – Google PPC
    • Adwords is very very cost effective for driving traffic to your site compared to some other mediums.
    • But…. More importantly, it’s what you can learn and glean from it.
    • Monitoring and market research are key for maximising impact with your marketing.
    • Adwords allows you to do this.
    • You can do many different ads so you learn the power of your different headlines.
    • You can learn more about your own powerful keywords.
    • You can look into the competition on keywords and see where there are potential gaps in the market.
  • Different client alert This client had a dating website and they were looking into product expansion (some of the terms are a little naughty – so apols in advance)
  • How Google PPC is so very cost effective compared to TM That’s 169 people to your website for around £30. Flyers usually pull in at a rate of 0.1% to 10% depending on a whole host of factors.
  • Let’s work that out.
    • Flyers usually pull in at a rate of 0.1% to 10% depending on a whole host of factors.
    • Flyer cost: £300 per 5000.
    • Flyer design cost: £100
    • Flyer distribution: around £150
    • 5000 flyers at 1% = 50 people to website.
    • Flyer cost £450 = around £9 per person to the website plus brand awareness.
    • ROI analysis: PPC = 18p per person.
  • BUT…. You can’t just use adwords! Online cannot create a market Only replicate the interest.
  • What about by region and new phrases? What about for financial advice? Copyright www.greatmarketingworks.co.uk 2009 ©
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  • What about the trends in just the UK? What about for financial advice? Copyright www.greatmarketingworks.co.uk 2009 ©
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  • A - adwords Are you using them already? How can you combine PPC findings with other strategies (SEO/FB etc)
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  • T – Togetherness By this we mean: How are you going to help each other? (as)
  • The T – in Be Great = Togetherness
    • Guerrilla fighters have to fight in certain ways – a big one is they have to live off the land and / or draw support from the civil population in which they are embedded.
    • So who else can help you pay for your war effort….
    • Or more appropriately your business’s need for exposure?
    • Who is civil to you? Who shares the same target demographic.
    • Think demographic sharing and co-opetition.
  • Guerrilla marketing and the power of Concept partners
    • Think of different partners: every business has some i.e.
    • suppliers,
    • customers,
    • People who share your target demographic
    • other people in the industry,
    • even competitors.
    • Think of some for your company.
    • Think: Make the pie bigger, not your slice of it….
  • Make your pie bigger
  • Guerrilla marketing and the power of Concept partners
    • Why do concept partnerships work?
    • Your marketing cost less.
    • Your marketing can cost you less than half.
    • Or you could simply double your exposure.
    • The brand association for you is powerful.
    • Both parties win from the alliance.
    • You can share data from your partnership.
    • You can even create a new product / service.
    • Examples in real life:
    • Even the big brands are at it.
  • Mcvities
  • Muller
  • Become
  • T – Togetherness Which brands / companies / organisations are you going to use to help you? Are you using some already? How can you maximise their leverage?
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  • So what have we learnt today? B. Branding your business E. Evolving your idea G. Guerrilla Marketing R. Relationships and your business E. E – marketing: for all your business A. Adwords: how you can use these T. Togetherness: concept partnering.
  • This… is the start This was just the beginning  Have fun and good luck. And remember…
  • 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.
  • Tomorrow save yourself some money – 1 hour free for you. For the first 6 people / companies we can go through your whole marketing approach and strategy with a 1-2-1.