Marketing on a Shoestring Budget

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Part of the Paso Robles, CA Chamber of Commerce Exceed Your Vision series, in partnership with the North County Business Resource Center.

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Marketing on a Shoestring Budget

  1. 1. © 2009 Whizbang
  2. 2. “Marketing on a Shoestring Budget” 08-21-12 A Paso Robles Chamber of Commerce Event Series, Exceed Your Vision.Sponsored by the North County Business Resource Center La Quinta Inn & Suites, Paso Robles, CA © 2012 Whizbang
  3. 3. About MeI have 23 years experience as a marketing professional.My agency experience includes working at Asatsu/BBDO,Leo Burnett, Ogilvy & Mather, Team One, Turner.My client experience includes; Allstate, American Air Lines,American Cancer Society, American Express, Delta, Disney,IBM, Kodak, Lexus, McDonalds, Morgan Stanley, P&G,Pioneer,1996 Olympic Games, University of Illinois, United Way.I co-founded Whizbang Marketing in San Luis Obispo in 2001.Since then, Whizbang has worked with over 100 local businesseshelping them achieve their success.
  4. 4. About WhizbangWhizbang is a full-service marketing firm located in San Luis Obispo, CA. We deliver innovative and idea driven solutions for our clients’ brands through all B2B, B2C, B2G, B2P, P2P and all the other "2" acronym touch-points.Our mission is to deliver ideas with impact to help businesses succeed.
  5. 5. FOLLOW WHIZBANG• twitter.com/whizbangideas• facebook.com/whizbangideas• youtube.com/user/whizbangideas• slideshare.net/whizbangideas• frank@whizbangideas.com• Linkedin.com/in/frankscotti © 2012 Whizbang
  6. 6. © 2012 Whizbang
  7. 7. SITUATION © 2012 Whizbang
  8. 8. SITUATION• Unfavorable economy• Cost of advertising• Competition• Clutter• Community size• Cost of eCommerce website• Cost of goods increasing• Margins decreasing © 2012 Whizbang
  9. 9. SALES CHANNELS © 2012 Whizbang
  10. 10. SALES CHANNELS• Brick &Morter• eCommerce• Postal delivery• Digital delivery• On-site• Distribution• Events• Catalog © 2012 Whizbang
  11. 11. ADVERTISING CHANNELS © 2012 Whizbang
  12. 12. ADVERTISING CHANNELS• Print ads• Radio• Out of home• Direct mail• Promotions• Online marketingcontinued… © 2012 Whizbang
  13. 13. ADVERTISING CHANNELS• Print ads • Endorsements• Radio • Sponsorships• Out of home • PR• Direct mail • Referral program• Promotions • Guerrilla• Online marketing • Word of mouth © 2012 Whizbang
  14. 14. ADVERTISING CHANNELS• Print ads • Endorsements• Radio • Sponsorships• Out of Home • PR• Direct Mail • Referral program• Promotions • Guerrilla• Online marketing • Word of mouth 5:50 © 2012 Whizbang
  15. 15. GUIDELINES The Four C’s• Clarity• Consistency• Creativity• Commitment © 2012 Whizbang
  16. 16. GUIDELINES• Clarity - Clear budget © 2012 Whizbang
  17. 17. GUIDELINES• Clarity - Clear budget - Clear marketing goal © 2012 Whizbang
  18. 18. GUIDELINES• Clarity - Clear budget- Clear marketing goal- Clear brand positioning © 2012 Whizbang
  19. 19. GUIDELINES• Clarity - Clear budget- Clear marketing goal- Clear brand positioning - Clear advertising objective © 2012 Whizbang
  20. 20. GUIDELINES• Clarity - Clear budget- Clear marketing goal- Clear brand positioning- Clear advertising objective - Clear media plan © 2012 Whizbang
  21. 21. GUIDELINES• ClarityWhat’s the difference between amarketing goal, an advertising objectiveand a media plan?-Marketing Objective: to Increase Sales by 10%-Advertising = communication; to a defined audience, information and a point-of-view that stimulates action-Media Plan: a schedule of where and when you will share your advertising message © 2012 Whizbang
  22. 22. GUIDELINES• Clarity• Consistency © 2012 Whizbang
  23. 23. GUIDELINES• Clarity• Consistency- Consistent brand image © 2012 Whizbang
  24. 24. GUIDELINES• Clarity• Consistency - Consistent brand image - Consistent brand message © 2012 Whizbang
  25. 25. GUIDELINES• Clarity• Consistency- Consistent brand image - Consistent brand message - Consistent presence © 2012 Whizbang
  26. 26. GUIDELINES• Clarity• Consistency• Creativity © 2012 Whizbang
  27. 27. GUIDELINES• Clarity• Consistency• Creativity- Are you breaking thru - Is your marketing effort memorable © 2012 Whizbang
  28. 28. © 2012 Whizbang
  29. 29. © 2012 Whizbang
  30. 30. GUIDELINES• Clarity• Consistency• Creativity• Commitment - the worst thing you can do is start then stop © 2012 Whizbang
  31. 31. EFFECTIVE MARKETING is determined by: © 2012 Whizbang
  32. 32. EFFECTIVE MARKETING is determined by:• Money• Time• Longevity• Luck• Size• Location• A lot of influential friends © 2012 Whizbang
  33. 33. EFFECTIVE MARKETING is determined by:• Money• Time• Longevity• Luck• Size• Location• A lot of influential friends © 2012 Whizbang
  34. 34. LOW COST MARKETING TACTICS In the following slides, I will show you how to use marketing tactics that will bring customers to your business…on a “shoestring budget.” © 2012 Whizbang
  35. 35. LOW COST MARKETING TACTICS • Public relations • Press releases • Facebook • Twitter • Yelp! • Google Places • eMarketing • In-store • Community cause © 2012 Whizbang
  36. 36. LOW COST MARKETING TACTICS • Public relations • Press releases • FacebookTIME • Twitter • Yelp! • Google Places • eMarketing • In-store TIME & MONEY • Community cause © 2012 Whizbang
  37. 37. LOW COST MARKETING TACTICS• Public Relations © 2012 Whizbang
  38. 38. LOW COST MARKETING TACTICS• Public Relations“Public relations helps an organization andits publics adapt mutually to each other.” –Public Relations Society of America- Two-way communication is the new objective. © 2012 Whizbang
  39. 39. LOW COST MARKETING TACTICS• Public Relations - community cause © 2012 Whizbang
  40. 40. LOW COST MARKETING TACTICS• Public Relations - community cause - what is your current community cause? © 2012 Whizbang
  41. 41. LOW COST MARKETING TACTICS• Public Relations - community cause - what is your current community cause? - how is your cause related to your business? © 2012 Whizbang
  42. 42. LOW COST MARKETING TACTICS• Public Relations - community cause - what is your current community cause? - how is your cause related to your business? - are you sharing it with customers? © 2012 Whizbang
  43. 43. LOW COST MARKETING TACTICS • Public Relations - community cause - what is your current community cause? - how is your cause related to your business? - are you sharing it with customers?Community cause: DONE © 2012 Whizbang
  44. 44. LOW COST MARKETING TACTICS• Public Relations – sponsorship © 2012 Whizbang
  45. 45. LOW COST MARKETING TACTICS• Public Relations – sponsorship - sponsor a public event that attracts your ideal customer base. For example, you make custom gift baskets. So it would be good exposure to donate sample gift baskets for fundraisers and auctions. © 2012 Whizbang
  46. 46. LOW COST MARKETING TACTICS• Public Relations – sponsorship; example © 2012 Whizbang
  47. 47. LOW COST MARKETING TACTICS• Public Relations – sponsorship; example © 2012 Whizbang
  48. 48. LOW COST MARKETING TACTICS• Public Relations – sponsorship; examplesponsorship: DONE © 2012 Whizbang
  49. 49. LOW COST MARKETING TACTICS• Public Relations – get outside 6:25 © 2012 Whizbang
  50. 50. LOW COST MARKETING TACTICS• Public Relations – get outside •speaking engagements •volunteer •join community groups •submit an op-ed © 2012 Whizbang
  51. 51. LOW COST MARKETING TACTICS• Public Relations – get outside •speaking engagements •volunteer •join community groups •submit an op-edTHEN SHARE IT! © 2012 Whizbang
  52. 52. LOW COST MARKETING TACTICS• Public Relations – get outside •speaking engagements •volunteer •join community groups Get •submit an op-ed outside: DONE THEN SHARE IT! © 2012 Whizbang
  53. 53. LOW COST MARKETING TACTICS• Press Release © 2012 Whizbang
  54. 54. LOW COST MARKETING TACTICS• Press Release A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or eMailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. © 2012 Whizbang
  55. 55. LOW COST MARKETING TACTICS• Press Release - community outreach - new hire - new partnership - locally relevant industry news - a big job completion - attending an industry tradeshow - winning an award - “green” news © 2012 Whizbang
  56. 56. LOW COST MARKETING TACTICS• Press Release- Atascadero News - Paso Press - Tribune - Cambrian - Tolosa Press - New Times - North County Life - Paso Robles Magazine - Gazette - 98.1 KJUG - KSBY.com © 2012 Whizbang
  57. 57. LOW COST MARKETING TACTICS•Press Release•Do have a useful, clear subject line •Do have a (relevant) point •Do keep it short, direct •Do include labeled links •Do include quotes © 2012 Whizbang
  58. 58. LOW COST MARKETING TACTICS•Press Release•Don’t include attachments •Don’t pander •Don’t sell •Don’t exaggerate or lie •Don’t send more than one/qtr © 2012 Whizbang
  59. 59. LOW COST MARKETING TACTICS• Press Release - ExampleBusiness: Bloom MicroGreens, Los OsosIdea: Change her PVC plastic clamshells that she delivered her micro greens in, to PLA, a corn-based resin that is both biodegradeable and compostable.Tactic: A press release about how Bloom is one of the first companies to switch to PLA packaging © 2012 Whizbang
  60. 60. LOW COST MARKETING TACTICS• Press Release - ExampleBusiness: Bloom MicroGreens, Los OsosIdea: Change her PVC plastic clamshells that she delivered her micro greens in, to PLA, a corn-based resin that is both biodegradeable and compostable.Tactic: A press release about how Bloom is one of the first companies to switch to PLA packaging.Results: Sunset “Savor” recognition, TV coverage, printed press… more customers © 2012 Whizbang
  61. 61. LOW COST MARKETING TACTICS• Press Release - Example © 2012 Whizbang
  62. 62. LOW COST MARKETING TACTICS• Press Releasehttp://ow.ly/d1Grp © 2012 Whizbang
  63. 63. LOW COST MARKETING TACTICS• Press Releasehttp://ow.ly/d1GrpPress release: DONE © 2012 Whizbang
  64. 64. LOW COST MARKETING TACTICS• Facebook © 2012 Whizbang
  65. 65. LOW COST MARKETING TACTICS• Facebook WHY? •I’m a micro business. •I’m only selling to folks in north county. •Besides, most of my clients are not on Facebook. © 2012 Whizbang
  66. 66. LOW COST MARKETING TACTICS•FacebookOver 70% of adult internet users in San Luis Obispo County are on Facebook (on par with national statistics). © 2012 Whizbang
  67. 67. LOW COST MARKETING TACTICS•FacebookOver 70% of adult internet users in San Luis Obispo County are on Facebook (on par with national statistics). © 2012 Whizbang
  68. 68. LOW COST MARKETING TACTICS• Facebook•It’s easy •You get immediate feedback •Your competitor(s) are likelythere •SEO optimization •Cross-promotion opportunities •Facebook ads © 2012 Whizbang
  69. 69. LOW COST MARKETING TACTICS• Facebook •Do get trained on Facebook •Do create a business page •Do create a plan •Do post regularly •Do engage and involve •Do respond to everyone •Do say relevant •Do create/add value © 2012 Whizbang
  70. 70. LOW COST MARKETING TACTICS•Facebook•Do credit borrowed content •Do like and engage on others pages •Do ask for action © 2012 Whizbang
  71. 71. LOW COST MARKETING TACTICS•Facebook•Do consider using ads © 2012 Whizbang
  72. 72. LOW COST MARKETING TACTICS Someone that searches for or likes pages related to fresh Facebook fruits and vegetables can be targeted with a Facebook ad• from Talley Farms Fresh Harvest Box, and we see who else in our network of friends likes Talley, too. Cost: $1.55 if they click on the Talley Farm ad. © 2012 Whizbang
  73. 73. LOW COST MARKETING TACTICS• Facebook – create a Facebook ad resource http://ow.ly/d9Ffy © 2012 Whizbang
  74. 74. LOW COST MARKETING TACTICS•Facebook- create a Facebook ad resourcewww.facebook.com/advertising © 2012 Whizbang
  75. 75. LOW COST MARKETING TACTICS• Facebook •Don’t fail to maintain your page •Don’t spam likes/friends •Don’t sell. •Don’t be controversial •Don’t be negative •Don’t let everyone post for you © 2012 Whizbang
  76. 76. LOW COST MARKETING TACTICS• Facebook •Don’t fail to maintain your page •Don’t spam likes/friends •Don’t sell. •Don’t be controversial Facebook: DONE •Don’t be negative •Don’t let everyone post for you © 2012 Whizbang
  77. 77. LOW COST MARKETING TACTICS• Twitter Small businesses typically get more than half of their customers through word of mouth, and Twitter is the digital manifestation of that. Twitter users broadcast messages of up to 140 characters in length, and the culture of the service encourages people to spread news to friends in their own network. © 2012 Whizbang
  78. 78. LOW COST MARKETING TACTICS•TwitterWHY? •It’s FREE •It’s EASY •It’s shareable •It’s instantaneous •It’s an engagement tool •It’s a monitoring tool • Twitter users have more Facebook followers © 2012 Whizbang
  79. 79. LOW COST MARKETING TACTICS• Twitter Example as an engagement tool © 2012 Whizbang
  80. 80. LOW COST MARKETING TACTICS • TwitterExample as amonitoring tool © 2012 Whizbang
  81. 81. LOW COST MARKETING TACTICS•Twitter•Do get trained on Twitter •Do create a branded Twitter page •Do create a plan •Do post regularly •Do engage and involve •Do respond •Do stay relevant © 2012 Whizbang
  82. 82. LOW COST MARKETING TACTICS• Twitter •Do create/add value •Do ask people to share/retweet •Do learn and use # (hashtags) •Do follow others and interact •Do vary your tweet types •Do be authentic •Do focus on quality © 2012 Whizbang
  83. 83. LOW COST MARKETING TACTICS• Twitter © 2012 Whizbang
  84. 84. LOW COST MARKETING TACTICS•Twitter•Don’t tweet or retweet excessively •Don’t be negative at any time •Don’t share private info •Don’t spam •Don’t be too serious •Don’t let everyone tweet for you © 2012 Whizbang
  85. 85. LOW COST MARKETING TACTICS• Twitterresource: Twitter for Small Business, Part 4http://ow.ly/cHM06 © 2012 Whizbang
  86. 86. LOW COST MARKETING TACTICS• Twitterresource: Twitter for Small Business, Part 4http://ow.ly/cHM06Twitter: DONE 6:40 © 2012 Whizbang
  87. 87. LOW COST MARKETING TACTICS• Yelp!Yelp is an online guide that helps people find cool places to eat, shop, drink, relax and play, based on the opinions of others who have used the business and/or service. © 2012 Whizbang
  88. 88. LOW COST MARKETING TACTICS• Yelp!Atascadero Hay & Feed business page © 2012 Whizbang
  89. 89. LOW COST MARKETING TACTICS• Yelp!Atascadero Hay & Feed reviews © 2012 Whizbang
  90. 90. LOW COST MARKETING TACTICS•Yelp!•Do set up your business account •Do check your listing regularly •Do read all reviews •Do respond to all reviews •Do ask for reviews •Do offer Yelp deals © 2012 Whizbang
  91. 91. © 2012 Whizbang
  92. 92. © 2012 Whizbang
  93. 93. LOW COST MARKETING TACTICS• Yelp!•Don’t post negative reviews oncompetitors page •Don’t get angry at reviewers © 2012 Whizbang
  94. 94. LOW COST MARKETING TACTICS• Yelp!•Don’t post negative reviews oncompetitors page •Don’t get angry at reviewers Yelp!: DONE © 2012 Whizbang
  95. 95. LOW COST MARKETING TACTICS• Email Marketing © 2012 Whizbang
  96. 96. LOW COST MARKETING TACTICS• Email Marketing, newsletter •Mozilla, Opera, Windows Live Constant Contact, iContact, Vertical Response © 2012 Whizbang
  97. 97. LOW COST MARKETING TACTICS•Email Marketing, newsletter •Do create a SIMPLE page that includes news, tips, trends •Do ask people to subscribe •Do include offers, specials, LINKS•Do create an intriguing subject line •BE THE EXPERT IN YOUR FIELDTELL the consumer what you want them to do. © 2012 Whizbang
  98. 98. LOW COST MARKETING TACTICS• Email Marketing (sample)Subject Line:$5 in FREE GROCERIES © 2012 Whizbang
  99. 99. LOW COST MARKETING TACTICS• Email Marketing (sample)Subject Line:Tasty and easy! © 2012 Whizbang
  100. 100. LOW COST MARKETING TACTICS• Email Marketing, newsletter •Don’t send more than one/month •Don’t include more than one page © 2012 Whizbang
  101. 101. LOW COST MARKETING TACTICS• Email Marketing, newsletter •Don’t send more than one/month newsletter: DONE •Don’t include more than one page © 2012 Whizbang
  102. 102. LOW COST MARKETING TACTICS • Google Places © 2012 Whizbang
  103. 103. LOW COST MARKETING TACTICS • Google Places Google places is a free business listing that allows the business owner to manage their presence on Google. It is NOT an organic search listing of their website. © 2012 Whizbang
  104. 104. LOW COST MARKETING TACTICS • Google Places – before © 2012 Whizbang
  105. 105. LOW COST MARKETING TACTICS • Google Places – after © 2012 Whizbang
  106. 106. LOW COST MARKETING TACTICS • Google Places – after © 2012 Whizbang
  107. 107. LOW COST MARKETING TACTICS • Google Places - www.google.com/places © 2012 Whizbang
  108. 108. LOW COST MARKETING TACTICS • Google Places - www.google.com/placesGoogle Places: DONE © 2012 Whizbang
  109. 109. LOW COST MARKETING TACTICS• In-Store tactics 6:55 © 2012 Whizbang
  110. 110. LOW COST MARKETING TACTICS• In-Store tactics •Place a return incentive in every bag- frequent buyer program © 2012 Whizbang
  111. 111. LOW COST MARKETING TACTICS• In-Store tactics •Place a return incentive in every bag- frequent buyer program •Ask for Email, Facebook “like” © 2012 Whizbang
  112. 112. LOW COST MARKETING TACTICS• In-Store tactics •Place a return incentive in every bag- frequent buyer program •Ask for Email, Facebook “like”•Let customers know you’re on Yelp! © 2012 Whizbang
  113. 113. LOW COST MARKETING TACTICS• In-Store tactics •Place a return incentive in every bag- frequent buyer program •Ask for Email, Facebook “like”•Let customers know you’re on Yelp •Communicate your USP © 2012 Whizbang
  114. 114. LOW COST MARKETING TACTICS• In-Store tactics •Place a return incentive in every bag- frequent buyer program •Ask for Email, Facebook “like”•Let customers know you’re on Yelp•Communicate your USP •Enhance the experience © 2012 Whizbang
  115. 115. LOW COST MARKETING TACTICS• In-Store tactics•Place a return incentive in everybag- frequent buyer program •Ask for Email, Facebook “like”•Let customers know you’re on Yelp•Communicate your USP•Enhance the experience •Cross-promote with otherbusinesses © 2012 Whizbang
  116. 116. LOW COST MARKETING TACTICS• In-Store tactics•Place a return incentive in everybag- frequent buyer program •Ask for Email, Facebook “like”•Let customers know you’re on Yelp•Communicate your USPIn-store tactics: DONE•Enhance the experience •Cross-promote with otherbusinesses © 2012 Whizbang
  117. 117. “TO DO” LIST © 2012 Whizbang
  118. 118. “TO DO” LIST• Within ONE MONTH, you will have: – a press release - a business Facebook page - a Twitter account - a Yelp! account © 2012 Whizbang
  119. 119. “TO DO” LIST• Within THREE MONTHS, you will have: – an eMail newsletter - a speaking engagement - a sponsorship - a community cause - Google Places page - In-store tactics © 2012 Whizbang
  120. 120. • Resources– Marketing Blogs•www.ducttapemarketing.com/blog/ •www.smallbizsurvival.com/ •www.smallbusinessmavericks.com/ internetmarketing/ •www.drewsmarketingminute.com/ •http://sethgodin.typepad.com/ sethsblog/ •http://twitter.com/whizbangideas © 2012 Whizbang
  121. 121. • Resources– Marketing Books•Smarter, Faster, Cheaper •Duct Tape Marketing •33 Ruthless Rules of Local Advertising •Permission Marketing •The Tipping Point © 2012 Whizbang
  122. 122. THANK YOU• twitter.com/whizbangideas• facebook.com/whizbangideas• youtube.com/user/whizbangideas• slideshare.net/whizbangideas• frank@whizbangideas.com• Linkedin.com/in/frankscotti © 2012 Whizbang

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