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Monkey Nutshell Marketing - for UnLtd

Monkey Nutshell Marketing - for UnLtd



An easy-to-follow introduction to developing a DIY marketing plan for a social enterprise

An easy-to-follow introduction to developing a DIY marketing plan for a social enterprise



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Monkey Nutshell Marketing - for UnLtd Monkey Nutshell Marketing - for UnLtd Presentation Transcript

  • Marketing - in a Monkey nutshell
    • 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
  • 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
  • Trade for Change 1995-2004
  • The Social Business
    • 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
  • 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
  • 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
  • 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.
  • 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
  • Stage 1: Decide what market you’re in
    • Ask what the customer needs
  • Stage 2: Market research
    • 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.
  • Market 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?
  • 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
  • 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)
  • 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 ?
  • 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
  • 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
  • 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.
  • 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.
  • www.socialbusinessconsulting.co.uk
    • 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