Monkey Nutshell Marketing - for UnLtd

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

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Monkey Nutshell Marketing - for UnLtd

by Rob Greenland on Sep 01, 2008

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