Marketing - in a Monkey nutshell <ul><li>Rob Greenland, UnLtd, 2 September 2008 </li></ul>
What do I do? <ul><li>Training - market research, marketing, social business planning </li></ul><ul><li>Consultancy - soci...
What have I done? <ul><li>University of Leeds - Spanish & French </li></ul><ul><li>Senda Juvenil </li></ul><ul><li>Trade f...
Trade for Change 1995-2004
The Social Business <ul><li>I blog </li></ul><ul><li>I think </li></ul><ul><li>I challenge </li></ul><ul><li>You respond <...
Why monkey business? <ul><li>Some really good marketing in the music business </li></ul><ul><li>Arctic Monkeys - use of my...
The seven stage monkey-nutshell plan <ul><li>Identify your market </li></ul><ul><li>Research your market </li></ul><ul><li...
What is marketing? <ul><li>Every contact you make with customers, suppliers and staff </li></ul><ul><li>The whole business...
Why is marketing important? <ul><li>Because a lot of organisations aren’t very good at it! </li></ul><ul><li>You’re in com...
What is a market? <ul><li>A set of all existing and potential buyers of a product or service </li></ul><ul><li>or </li></u...
Stage 1: Decide what market you’re in <ul><li>Ask what the customer needs </li></ul>
Stage 2: Market research <ul><li>Become a Zulu in your chosen market </li></ul>
How to organise your market research <ul><li>Big picture - size of the market, trends, etc </li></ul><ul><li>Customers - w...
Market research <ul><li>Use blogging software to record your research </li></ul>
Stage 3: Market segmentation <ul><li>Division of a market into different groups of customers who have things in common. </...
Because customers aren’t all the same! <ul><li>Different customers have different needs </li></ul><ul><li>If you understan...
A two-minute market segmentation
Stage 4 - Develop your marketing mix <ul><li>For each customer group - develop a unique blend of: </li></ul><ul><ul><li>Pr...
An effective marketing mix
Stage 5 - Turn your features into benefits <ul><li>Think about how your  mix  could benefit the people you serve.  </li></...
Stage 6 - Develop your key messages <ul><li>Your key messages will be based around the benefits that you offer. </li></ul>...
To recap <ul><li>Be clear about what market you’re in  </li></ul><ul><li>Research your chosen market </li></ul><ul><li>Seg...
Things that can work well for social entrepreneurs <ul><li>PR - particularly stories in your local media </li></ul><ul><li...
Other things that might work for you Speak at events Pay per click ads Ongoing research Website Signage/A Frame Mailshot N...
And remember… <ul><li>Just because something works for someone else doesn’t mean it will work for you. </li></ul><ul><li>T...
www.socialbusinessconsulting.co.uk <ul><li>Lots more resources on all aspects of social business planning </li></ul><ul><l...
www.thesocialbusiness.co.uk <ul><li>Blog about social enterprise </li></ul><ul><li>e-newsletter </li></ul><ul><li>[email_a...
 
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Monkey Nutshell Marketing - for UnLtd

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

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  • Monkey Nutshell Marketing - for UnLtd

    1. 1. Marketing - in a Monkey nutshell <ul><li>Rob Greenland, UnLtd, 2 September 2008 </li></ul>
    2. 2. What do I do? <ul><li>Training - market research, marketing, social business planning </li></ul><ul><li>Consultancy - social enterprise </li></ul><ul><li>One to one support </li></ul><ul><li>In everything, I try to keep things simple </li></ul>Photo from Ant Smallwood via flickr.com
    3. 3. What have I done? <ul><li>University of Leeds - Spanish & French </li></ul><ul><li>Senda Juvenil </li></ul><ul><li>Trade for Change </li></ul><ul><li>Social Enterprise Leeds </li></ul><ul><li>WYSE School </li></ul><ul><li>Social Business Consulting </li></ul><ul><li>A journey from activist to entrepreneur </li></ul>
    4. 4. Trade for Change 1995-2004
    5. 5. The Social Business <ul><li>I blog </li></ul><ul><li>I think </li></ul><ul><li>I challenge </li></ul><ul><li>You respond </li></ul>
    6. 6. Why monkey business? <ul><li>Some really good marketing in the music business </li></ul><ul><li>Arctic Monkeys - use of myspace.com (by a customer) and free downloads </li></ul><ul><li>www.bandstocks.com - fans invest in bands </li></ul><ul><li>All about building relationships - without much money </li></ul>
    7. 7. The seven stage monkey-nutshell plan <ul><li>Identify your market </li></ul><ul><li>Research your market </li></ul><ul><li>Segment your market </li></ul><ul><li>Develop a marketing mix for each segment you will target </li></ul><ul><li>Think like a customer - think benefits </li></ul><ul><li>Come up with some key messages </li></ul><ul><li>Start building long-lasting relationships </li></ul>
    8. 8. What is marketing? <ul><li>Every contact you make with customers, suppliers and staff </li></ul><ul><li>The whole business seen from the customer’s point of view </li></ul><ul><li>Building relationships with customers </li></ul>
    9. 9. Why is marketing important? <ul><li>Because a lot of organisations aren’t very good at it! </li></ul><ul><li>You’re in competitive markets </li></ul><ul><li>Part of the cultural shift towards building your business around customers - not funders. </li></ul><ul><li>Because you are not your customer. </li></ul>
    10. 10. What is a market? <ul><li>A set of all existing and potential buyers of a product or service </li></ul><ul><li>or </li></ul><ul><li>The total value of products or services which satisfy the same customer need </li></ul>
    11. 11. Stage 1: Decide what market you’re in <ul><li>Ask what the customer needs </li></ul>
    12. 12. Stage 2: Market research <ul><li>Become a Zulu in your chosen market </li></ul>
    13. 13. How to organise your market research <ul><li>Big picture - size of the market, trends, etc </li></ul><ul><li>Customers - who are they? What can you find out about them? </li></ul><ul><li>Competitors and partners </li></ul><ul><li>Then analyse your research- and make some decisions based on what you’ve found out. </li></ul>
    14. 14. Market research <ul><li>Use blogging software to record your research </li></ul>
    15. 15. Stage 3: Market segmentation <ul><li>Division of a market into different groups of customers who have things in common. </li></ul><ul><li>Why is it important to do this? </li></ul>
    16. 16. Because customers aren’t all the same! <ul><li>Different customers have different needs </li></ul><ul><li>If you understand that, you can tailor your services to meet their needs </li></ul><ul><li>No prizes for guessing what happens when you do treat everyone the same </li></ul>
    17. 17. A two-minute market segmentation
    18. 18. Stage 4 - Develop your marketing mix <ul><li>For each customer group - develop a unique blend of: </li></ul><ul><ul><li>Product (or service) </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>(Promotion will come later) </li></ul></ul>
    19. 19. An effective marketing mix
    20. 20. Stage 5 - Turn your features into benefits <ul><li>Think about how your mix could benefit the people you serve. </li></ul><ul><li>Customers buy benefits, not features. </li></ul><ul><li>Think like a customer - help them to work out what’s in it for me ? </li></ul>
    21. 21. Stage 6 - Develop your key messages <ul><li>Your key messages will be based around the benefits that you offer. </li></ul><ul><li>Try to keep things simple. </li></ul><ul><li>Think about your tone of voice - one that’s comfortable for you - and appropriate for your market. </li></ul><ul><li>Try to draw people towards you - don’t push them away with marketing nonesense-speak </li></ul>
    22. 22. To recap <ul><li>Be clear about what market you’re in </li></ul><ul><li>Research your chosen market </li></ul><ul><li>Segment your market </li></ul><ul><li>Develop your marketing mix - product, price, promotion and place </li></ul><ul><li>Think like a customer - think benefits </li></ul><ul><li>Come up with some key messages </li></ul><ul><li>Now - start building long-lasting relationships </li></ul>
    23. 23. Things that can work well for social entrepreneurs <ul><li>PR - particularly stories in your local media </li></ul><ul><li>Partnerships - with other organisations which are established in your chosen market </li></ul><ul><li>Word of mouth - your own mouth and your customers’ mouths! </li></ul><ul><li>Great service - surprise people! </li></ul><ul><li>Story-telling - you have a good story. </li></ul>
    24. 24. 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
    25. 25. And remember… <ul><li>Just because something works for someone else doesn’t mean it will work for you. </li></ul><ul><li>Try to stand out from the crowd </li></ul><ul><li>Think about your target customers - how can you catch their eye? </li></ul><ul><li>Listen to people - ask how they found out about you - then build on that. </li></ul>
    26. 26. www.socialbusinessconsulting.co.uk <ul><li>Lots more resources on all aspects of social business planning </li></ul><ul><li>Links to other sites </li></ul><ul><li>Link to today’s presentation </li></ul>
    27. 27. www.thesocialbusiness.co.uk <ul><li>Blog about social enterprise </li></ul><ul><li>e-newsletter </li></ul><ul><li>[email_address] </li></ul><ul><li>0113 257 3942 </li></ul><ul><li>07905 800 710 </li></ul>

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