Marketing - in a Monkey nutshell Rob Greenland, UnLtd, 2 September 2008

Rob Greenland, UnLtd, 2 September 2008

What do I do? Training - market research, marketing, social business planning Consultancy - social enterprise One to one support In everything, I try to keep things simple Photo from Ant Smallwood via flickr.com

Training - market research, marketing, social business planning

Consultancy - social enterprise

One to one support

In everything, I try to keep things simple

What have I done? University of Leeds - Spanish & French Senda Juvenil Trade for Change Social Enterprise Leeds WYSE School Social Business Consulting A journey from activist to entrepreneur

University of Leeds - Spanish & French

Senda Juvenil

Trade for Change

Social Enterprise Leeds

WYSE School

Social Business Consulting

A journey from activist to entrepreneur

Trade for Change 1995-2004

The Social Business I blog I think I challenge You respond

I blog

I think

I challenge

You respond

Why monkey business? Some really good marketing in the music business Arctic Monkeys - use of myspace.com (by a customer) and free downloads www.bandstocks.com - fans invest in bands All about building relationships - without much money

Some really good marketing in the music business

Arctic Monkeys - use of myspace.com (by a customer) and free downloads

www.bandstocks.com - fans invest in bands

All about building relationships - without much money

The seven stage monkey-nutshell plan Identify your market Research your market Segment your market Develop a marketing mix for each segment you will target Think like a customer - think benefits Come up with some key messages Start building long-lasting relationships

Identify your market

Research your market

Segment your market

Develop a marketing mix for each segment you will target

Think like a customer - think benefits

Come up with some key messages

Start building long-lasting relationships

What is marketing? Every contact you make with customers, suppliers and staff The whole business seen from the customer’s point of view Building relationships with customers

Every contact you make with customers, suppliers and staff

The whole business seen from the customer’s point of view

Building relationships with customers

Why is marketing important? Because a lot of organisations aren’t very good at it! You’re in competitive markets Part of the cultural shift towards building your business around customers - not funders. Because you are not your customer.

Because a lot of organisations aren’t very good at it!

You’re in competitive markets

Part of the cultural shift towards building your business around customers - not funders.

Because you are not your customer.

What is a market? A set of all existing and potential buyers of a product or service or The total value of products or services which satisfy the same customer need

A set of all existing and potential buyers of a product or service

or

The total value of products or services which satisfy the same customer need

Stage 1: Decide what market you’re in Ask what the customer needs

Ask what the customer needs

Stage 2: Market research Become a Zulu in your chosen market

Become a Zulu in your chosen market

How to organise your market research Big picture - size of the market, trends, etc Customers - who are they? What can you find out about them? Competitors and partners Then analyse your research- and make some decisions based on what you’ve found out.

Big picture - size of the market, trends, etc

Customers - who are they? What can you find out about them?

Competitors and partners

Then analyse your research- and make some decisions based on what you’ve found out.

Market research Use blogging software to record your research

Use blogging software to record your research

Stage 3: Market segmentation Division of a market into different groups of customers who have things in common. Why is it important to do this?

Division of a market into different groups of customers who have things in common.

Why is it important to do this?

Because customers aren’t all the same! Different customers have different needs If you understand that, you can tailor your services to meet their needs No prizes for guessing what happens when you do treat everyone the same

Different customers have different needs

If you understand that, you can tailor your services to meet their needs

No prizes for guessing what happens when you do treat everyone the same

A two-minute market segmentation

Stage 4 - Develop your marketing mix For each customer group - develop a unique blend of: Product (or service) Price Place (Promotion will come later)

For each customer group - develop a unique blend of:

Product (or service)

Price

Place

(Promotion will come later)

An effective marketing mix

Stage 5 - Turn your features into benefits Think about how your mix could benefit the people you serve. Customers buy benefits, not features. Think like a customer - help them to work out what’s in it for me ?

Think about how your mix could benefit the people you serve.

Customers buy benefits, not features.

Think like a customer - help them to work out what’s in it for me ?

Stage 6 - Develop your key messages Your key messages will be based around the benefits that you offer. Try to keep things simple. Think about your tone of voice - one that’s comfortable for you - and appropriate for your market. Try to draw people towards you - don’t push them away with marketing nonesense-speak

Your key messages will be based around the benefits that you offer.

Try to keep things simple.

Think about your tone of voice - one that’s comfortable for you - and appropriate for your market.

Try to draw people towards you - don’t push them away with marketing nonesense-speak

To recap Be clear about what market you’re in Research your chosen market Segment your market Develop your marketing mix - product, price, promotion and place Think like a customer - think benefits Come up with some key messages Now - start building long-lasting relationships

Be clear about what market you’re in

Research your chosen market

Segment your market

Develop your marketing mix - product, price, promotion and place

Think like a customer - think benefits

Come up with some key messages

Now - start building long-lasting relationships

Things that can work well for social entrepreneurs PR - particularly stories in your local media Partnerships - with other organisations which are established in your chosen market Word of mouth - your own mouth and your customers’ mouths! Great service - surprise people! Story-telling - you have a good story.

PR - particularly stories in your local media

Partnerships - with other organisations which are established in your chosen market

Word of mouth - your own mouth and your customers’ mouths!

Great service - surprise people!

Story-telling - you have a good story.

Other things that might work for you Speak at events Pay per click ads Ongoing research Website Signage/A Frame Mailshot Networking Business cards Affiliates Partnerships Stunt Be friendly Flyers/Posters Talk to people Sponsorship Launch PR - good news Blog E-newsletter Word of mouth

And remember… Just because something works for someone else doesn’t mean it will work for you. Try to stand out from the crowd Think about your target customers - how can you catch their eye? Listen to people - ask how they found out about you - then build on that.

Just because something works for someone else doesn’t mean it will work for you.

Try to stand out from the crowd

Think about your target customers - how can you catch their eye?

Listen to people - ask how they found out about you - then build on that.

www.socialbusinessconsulting.co.uk Lots more resources on all aspects of social business planning Links to other sites Link to today’s presentation

Lots more resources on all aspects of social business planning

Links to other sites

Link to today’s presentation

www.thesocialbusiness.co.uk Blog about social enterprise e-newsletter [email_address] 0113 257 3942 07905 800 710

Blog about social enterprise

e-newsletter

[email_address]

0113 257 3942

07905 800 710