Marketing for (Unintentional) Entrepreneurs Bob London London, Ink www.londonink.com
÷ 90 = 2 sips/person
www.londonink.com Bob London’s Background <ul><li>Virtual VP of Marketing for growth, innovative companies: strategy, posi...
Agenda <ul><li>Inside-Out Branding (Your brand is not your logo.) </li></ul><ul><li>Do you know your customers’ Elevator R...
Questions? Best  ways to target small business people locally.  Approaches to vetting clients--making sure they are seriou...
Questions?
What is your “Brand?” <ul><ul><li>Your brand is not your logo. </li></ul></ul><ul><ul><li>A branding campaign is not an aw...
If you were launching something,  what would you invest in   first : the ad campaign or the product? 100% R&D 0% Promo 65%...
What makes GM’s promotional investment wasteful?  Spending hundreds of millions promoting a  good-but-not-great  product (...
What makes Geico’s promotional investment worthwhile?  <ul><li>$250M in advertising is only a good investment because of h...
What Google did—and what you can do—is rethink ‘branding.’ Product usability Rapid follow up ROI Product A Service A Usefu...
When is my business ready for  full out “marketing” (a/k/a “promotion”)? <ul><li>When you have a 95%+ customer satisfactio...
<ul><li>How can you formulate an effective elevator pitch if you don’t know your customers’ real pain points? </li></ul>Do...
Server mining…it’s legalized Dumpster diving! <ul><ul><li>Twitter, LinkedIn, Facebook, Google Alerts are the best marketin...
Don’t start with your pitch; ask for reactions, ideas, feedback.  <ul><li>“ I wanted to pick your brain on a business idea...
The Mount Rushmore of Promotion Advertising  Direct Mail  Door-to-Door  Coupons 1979
The Mount Rushmore of Promotion SEO PPC Nurture Social * 2009
<ul><li>Develop content, then distribution multiple times in multiple channels </li></ul><ul><li>Your own site/blog: Excer...
<ul><li>LinkedIn FB, Twitter, Scribd, Slideshare, Flickr </li></ul><ul><ul><li>Repost your content </li></ul></ul><ul><ul>...
<ul><li>Timing is everything…make it work for you. </li></ul><ul><ul><li>E-newsletter prior to events you are attending (o...
Guerilla Case Studies Leverage your partners & suppliers
But we’re strapped! <ul><li>Cost-effective resources that “get” Web 2.0 & social media: </li></ul><ul><ul><li>Interns </li...
Recommended reading (RSS) <ul><ul><li>DuctTapeMarketing </li></ul></ul><ul><ul><li>EscapefromCubicleNation </li></ul></ul>...
Thanks! Bob London London, Ink www.londonink.com
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Bob London's (London, Ink) Marketing Presentation for Unintentional Entrepreneur Event Series

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On 8/5, Bob London, President of London, Ink (www.londonink.com gave this presentation to a group of 100+ entrepreneurs as part of the Unintentional Entrepreneur series, put on by Network Solutions, Outright.com and Score and hosted by Johns Hopkins University's Montgomery County (MD) Campus.

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  • How do I follow a preso on bookkeeping? Ha ha. Uh on: Shannon nash shashi SEO joke
  • Make point about commodity vs. relationship Your company’s brand doesn’t equal your logo or tagline. Nor does it equate to the words and images on your Web site. Unless you&apos;re in the image business like BankAmerica, Geico, Coke or Nike and happen to have tens of millions to spend on marketing, then your brand is the sum total of the hundreds or perhaps thousands of touchpoints you have with your customers—and their members--each year.
  • Strengthen Your Market Presence with Inside-Out Branding Branding is the most misunderstood term in marketing, and perhaps in all of corporate America. A company’s brand doesn’t equate to or derive from its logo or tagline, or even its Web site or marketing budget. All of those are tactics and channels you can use to reflect and reinforce your brand to the marketplace. Explore the concept of inside-out branding, which is the theory that an organization’s brand is a product of the activities inside your organization, and how your members experience and perceive your credit union. Presented by Bob London, President and Founder of London, Ink, LLC
  • Strengthen Your Market Presence with Inside-Out Branding Branding is the most misunderstood term in marketing, and perhaps in all of corporate America. A company’s brand doesn’t equate to or derive from its logo or tagline, or even its Web site or marketing budget. All of those are tactics and channels you can use to reflect and reinforce your brand to the marketplace. Explore the concept of inside-out branding, which is the theory that an organization’s brand is a product of the activities inside your organization, and how your members experience and perceive your credit union. Presented by Bob London, President and Founder of London, Ink, LLC
  • Member centric focus of your CU; everything adds up to member experience which = brand, either directly (user friendly statement) or indirectly (hassle free parking) It’s what you do not what you tell people. Show me don’t tell me. Can’t change experience with logo, tagline or campaign. But those things can reinforce a good experience and reflect it to the target audience Internal brand building (experiential) external brand building: promotional If those touchpoints aren&apos;t working optimally--or if your customers don&apos;t perceive so--why would you spend even a dollar on advertising, PR or lead generation? Inside-Out Branding turns the old &amp;quot;advertising first&amp;quot; branding model into a more practical approach for isolating, prioritizing and optimizing the most important touch points--from your customers&apos;s perspective. The result? Gain a firm grasp on your customers requirements and their perception of how you stack up. And you won&apos;t find yourself trying to use your marketing budget to solve a more basic challenge.
  • Bob London's (London, Ink) Marketing Presentation for Unintentional Entrepreneur Event Series

    1. 1. Marketing for (Unintentional) Entrepreneurs Bob London London, Ink www.londonink.com
    2. 2. ÷ 90 = 2 sips/person
    3. 3. www.londonink.com Bob London’s Background <ul><li>Virtual VP of Marketing for growth, innovative companies: strategy, positioning, messaging, planning </li></ul><ul><li>Full service marketing execution: program development & management of awareness & lead generation; creative services </li></ul><ul><li>Alternative to full-time executive hire, traditional agencies, consulting firms. </li></ul>Emerging & Established Organizations
    4. 4. Agenda <ul><li>Inside-Out Branding (Your brand is not your logo.) </li></ul><ul><li>Do you know your customers’ Elevator Rant? </li></ul><ul><li>Server mining (legalized Dumpster diving) </li></ul><ul><li>Ask, don’t pitch. </li></ul><ul><li>“ Cloud Marketing” </li></ul><ul><li>Recommended Reading </li></ul>
    5. 5. Questions? Best ways to target small business people locally. Approaches to vetting clients--making sure they are serious and professional. What rule google ad words should play in your marketing plan What's the one thing that every entrepreneur must do? questions about using social media to generate revenue How to sustain and grow relationships through periodic emails and how to better engage clients through your website. Which support services do entrepreneurs feel are essential to their success and at which stages? How to balance marketing efforts with actual work. How to acquire customers when you market a commodity. Just starting out, looking for more information and networking. Finding leads and expanding biz. How to build one's own media website. What personality traits and habits are requisite to be an entrepreneur and how does one self-assess their likelihood of success? on consulting services advice on resumes for freelancers Explain social media's role in being a successful entrepreneur. What are the best ways for individual service enterprises to get their name out there i.e. blogs and newsletters which business functions should be outsourced first - from the CEO. How to best market a local government program. how to plan for taxes Raising VC. Marketing, Grants and Resources available to start-ups How to start a Business How to make sure you are paying taxes correctly? What inspired the entrepreneurs to start their own businesses. How can I find decision-makers in organizations where money is still being spent Better market the products and reach target customers How to best leverage existing user and customer base into quicker and easier expansion. cheapest way to expand in other states How to market myself in today's economic environment. Effective/efficient plan for social media use. information related to freelancers How to gain exposure without spending a fortune? How to build an online presence? What are they keys to marketing online? How do you attract people to your business? What are the trends in terms of opportunities to start a web based business? How long will it take before a business makes money? The startup of a web design/hosting business. What should be the starting point if i am considering a business with web presence as one outlet. How are small companies able to afford quality creative design. How do people juggle the demands of being an unintentional entrepreneur with the time sink of finding and doing tide-me-over jobs to stay afloat? What is the key to the success of a start up company? How to crate your own website other than a blog Direct Mail is a dinosaur and phone calls can be invasive. What other marketing strategies work for a entrepreneur? Interested in learning the basic plan we should have in place to launch a side business. How do I go about making my small business appear larger? What resources are available to small businesses? Marketing How to define my niche. What is the best strategy for utilizing web based tools in marketing strategies? Getting up and running in this ecomony How can a researcher can make a transition to biotech industry? How to expand my consulting business in the software field, without the risk of potential failure. How to keep business and personal life separate Looking forward to networking and hearing about managing financial transactions, along with tax tips . How do you decide how much and what kind of attention to draw to a product and then how do you communicate that relative prioritization to developers? At what point to business owners seek assistance with their bookkeeping and accounting needs? If you have no budget, how do you market? I have an interest in starting a small business (catering/personal chef or a web based business) and will be attending this meeting to obtain information. I do not have any questions at this time but will have plenty during and after the meeting. Geting started, pitfalls, opportunities marketing online I would like to learn to increase my online presense. Is face to face the best kind?do cold calls work? collaboration with large companies If you have a smart concept, how to manage it through from inception to actual production. How do we market to our target clients without spending a lot of money? For start up companies, what challenge do entrepreneurs consistently underestimate or overlook. I don't know right now How do you build credibility for your company when your just starting out? not sure yet make sure I am doing things right (legally) How to create effective viral marketing to attract customers/members? How best to market smartphone apps How to put together a business plan? How do I quit my day job and turn my hobby/talents into a lucrative business. selecting a good DIY website template and SAAS CRM tool What are some good (and free) resources for entrepreneurs in the Washington DC area. Bookkeeping information and tips for launching.
    6. 6. Questions?
    7. 7. What is your “Brand?” <ul><ul><li>Your brand is not your logo. </li></ul></ul><ul><ul><li>A branding campaign is not an awareness campaign. </li></ul></ul><ul><ul><li>Redoing branding does not mean new letterhead. </li></ul></ul><ul><ul><li>You don't have the media budget to move the needle on brand perception (image). </li></ul></ul><ul><li>Your business is probably based on how you deliver, not image. (“Don’t tell me, show me.”) </li></ul><ul><li>The best logo, tagline or ad in the world won’t solve a product or sales problem. </li></ul>Unless you have a promotional budget like Geico, Budweiser, IBM, BankAmerica, Nike, Coke or McDonald’s…
    8. 8. If you were launching something, what would you invest in first : the ad campaign or the product? 100% R&D 0% Promo 65% R&D 35% Promo Introducing the All New 2009 Chevy Bland! It’ll make your heart go tick-tick-tick!
    9. 9. What makes GM’s promotional investment wasteful? Spending hundreds of millions promoting a good-but-not-great product (customer experience). (Q: If they’d had moved the investment from ads to R&D, would the Volt have been here already?)
    10. 10. What makes Geico’s promotional investment worthwhile? <ul><li>$250M in advertising is only a good investment because of hundreds of millions spent on customer experience: </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Customer service </li></ul></ul>
    11. 11. What Google did—and what you can do—is rethink ‘branding.’ Product usability Rapid follow up ROI Product A Service A Useful Web site Innovative New Product B Smart support Inside-Out Branding SM You are what your members experience.
    12. 12. When is my business ready for full out “marketing” (a/k/a “promotion”)? <ul><li>When you have a 95%+ customer satisfaction rating. </li></ul><ul><li>When you have a 95%+ renewal rate. </li></ul><ul><li>When you are closing at least 2 – 3 of every 10 deals you’re in (or converting at least that rate of site visitors). </li></ul>
    13. 13. <ul><li>How can you formulate an effective elevator pitch if you don’t know your customers’ real pain points? </li></ul>Do you know your customers’ Elevator Rant?
    14. 14. Server mining…it’s legalized Dumpster diving! <ul><ul><li>Twitter, LinkedIn, Facebook, Google Alerts are the best marketing stethoscopes ever invented. </li></ul></ul><ul><ul><li>Become a master of others’ domains (little league, PTA) </li></ul></ul>Connections are everywhere.
    15. 15. Don’t start with your pitch; ask for reactions, ideas, feedback. <ul><li>“ I wanted to pick your brain on a business idea.” </li></ul><ul><li>Not </li></ul><ul><li>“ I wanted to talk to you about your company’s needs regarding XYZ.” </li></ul><ul><li>Become a student of context: What’s around you, where does your product or service fit? </li></ul>
    16. 16. The Mount Rushmore of Promotion Advertising Direct Mail Door-to-Door Coupons 1979
    17. 17. The Mount Rushmore of Promotion SEO PPC Nurture Social * 2009
    18. 18. <ul><li>Develop content, then distribution multiple times in multiple channels </li></ul><ul><li>Your own site/blog: Excerpt proposal content & answers to client questions as blog posts </li></ul>Cloud Marketing: Create ubiquity through content, syndication & timing FB TW LI
    19. 19. <ul><li>LinkedIn FB, Twitter, Scribd, Slideshare, Flickr </li></ul><ul><ul><li>Repost your content </li></ul></ul><ul><ul><li>Update your status </li></ul></ul><ul><ul><li>Comment on or recommend others </li></ul></ul><ul><li>Gather/Nurture/Track…Repeat! </li></ul><ul><ul><li>Opt in e-newsletter </li></ul></ul><ul><ul><li>MailChimp, MyEmma, Constant Contact </li></ul></ul><ul><ul><li>Educate and inform first, then sell </li></ul></ul>Cloud Marketing: Create ubiquity through content, syndication & timing
    20. 20. <ul><li>Timing is everything…make it work for you. </li></ul><ul><ul><li>E-newsletter prior to events you are attending (or sponsoring) </li></ul></ul><ul><ul><li>Targeted email blasts at multiple contacts at same company </li></ul></ul><ul><ul><li>FB ads targeting potential partner companies (before events) </li></ul></ul>Cloud Marketing (cont’d)
    21. 21. Guerilla Case Studies Leverage your partners & suppliers
    22. 22. But we’re strapped! <ul><li>Cost-effective resources that “get” Web 2.0 & social media: </li></ul><ul><ul><li>Interns </li></ul></ul><ul><ul><li>MBA candidates </li></ul></ul><ul><ul><li>Journalism candidates </li></ul></ul><ul><ul><li>Project-based resources </li></ul></ul>
    23. 23. Recommended reading (RSS) <ul><ul><li>DuctTapeMarketing </li></ul></ul><ul><ul><li>EscapefromCubicleNation </li></ul></ul><ul><ul><li>WebInkNow </li></ul></ul><ul><ul><li>WebWorkerDaily </li></ul></ul>
    24. 24. Thanks! Bob London London, Ink www.londonink.com

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