Low-Cost Marketing Strategies


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  • 1 Take you through the steps of putting your own plan - whether it’s a marketing plan, PR plan, or promotion plan. Focusing a lot on promotion and PR, because mass-media advertising is very expensive Big fan of having a plan. Overwhelming amounts of day-to-day activities can make it difficult to focus on long-term strategies Plans keep you focused - upfront planning save time Delegate items, schedule timelines Keeping you on track Recommend following along - go through each step and create a plan right now.
  • You can create a plan to achieve anything. The first thing to determine is to define the purpose of your plan - your objective. What do you want to accomplish?
  • 1 You are busy people with limited time and resources. By focusing and pirioritizing your objectives to just a few, you stand a better chance of meeting your objectives. Take on too much and everything becomes a work in progress. Every year, determine what areas of your business you want to improve. Each objective should have it’s own plan.
  • Your target audience is the group of people you need to be communicating with in order to meet your objective. Improving curriculum? Your target audience might be instructors? Promoting a new experienced rider course? Existing riders with 3+ years experience. Improving program efficiency? Your employees.
  • 1 FOCUS is a common theme here. If you can focus your target market more specifically, it will be easier, more effective to communicate with them. If your target audience is too broad, it will cost you more money and time to reach them. So if your target audience is riders - are you trying to reach new riders, experienced riders, riders that are into racing? How old are they? Are they male, female, both? Which specific segment is most likely to help you meet your objective?
  • Where is the best place to reach your targer? Where do they spend most of their time? At what place would your audience be most likely to listen to your message? For motorcyclist it might be…. For instructors it might be….
  • 1 You want to select locations where your target audience density is highest. A motorcycle rally, for instance, would be more effective than a community festival (because the density of your target audience is higher.)
  • When is the best time? For a motorcyclist it would be during the motorcycling season. For the media it may be during Motorcycle Safety Awareness Month. For your employees - it might be during a slow time of the year, or on a particular day of the week.
  • 1 Snowmobile companies don’t advertise in the summer. Auto repair shops drastically reduce their advertising in the winter when their slow. Some might think that you would want to increase your advertising when you are slow, but studies have shown that large amount of advertising typically wont improve or change slow months (unless there is a discount or special offer being made.) Save your budget so that you can communicate during peak times the most.
  • Next thing to determine is the best medium. Too many to mention….
  • 1 The key is to “read statement” If you want to tell people about a promotion and you have a limited budget - sometimes creating in-store signage (at a point when people are in-store and ready to buy) can be more effective than a full-page ad in the local newspaper. If you want to increase motorist awareness of motorcyclist - a billboard off the highway and/or a radio ad during peak drive times would be much more effective than a TV ad because drivers are currently aware of their driving at that particular time..
  • NUMBER 5: Determine the message you want to convey to your target audience. Need to resonate with their customers Example - experienced rider research. “I don’t need to learn to ride - I’m safe.” Enhance your skills vs. Learn to ride better.
  • 1 Should always be asking your target audience how they feel about your message. Research on fundraising- I don’t have much to give, I can’t make a differnece, I don’t know where it goes. Knowing this type of info, can help shape your message. You can help. We only need $5 and we’re using it to help build another range location to increase our capacity. Ask questions. I can’t tell you how many times that a client has insisted that they know their customers, they know how they feel. And we’ve conducted an informal survey and found that they didn’t know their customers at all! Seventeen’s customers are 11 and 12. Changed their content and sales went up. Most effect communications are relevant - how many times have you watched a commercial and laughed out loud because it is SO true!
  • Difference between strategies and tactics.
  • If the objective is to: Increase awareness of motorcycle safety with riders.
  • 1 Don’t “nay-say” an idea, don’t filter until brainstorming is over. The best ideas relate to your objective, audience, best place and medium.
  • 1 Bunch of ideas. May or may not be appropriate, but it will give you a start.
  • Free publicity. A newspaper article about you. A mention in a motorcycle magazine. Companies spend thousands of dollars on PR because it’s cheaper than buying advertising AND people believe the news to be facts (therefore can be more effective than creating an ads) Benefits of PR:
  • The process for trying to obtain free publicity is to write a press release. Placement is not guaranteed, but when it works a little effort goes a long way. Here is a one-page press release… DISTRIBUTE HANDOUT.
  • 1 Biggest mistake I see in non-profit organizations is lack of PR support to increase awareness about their promotional efforts. An event will not be successful if no one knows about it. Fundraising will not be effective if people don’t know where to go or how to donate money.
  • Many people don’t think they have news. What you know is interesting. There is lots of materials you can provide to the media that has a chance to be published. My husband owns an auto repair show and write articles for our local business. If you still don’t think you have news, create some.
  • 1 Weekly newspapers in smaller communities are always looking for new content. Many papers have one or two people writing the entire paper - love to “pick-up” stories,
  • Focusing a lot on promotion and PR, because mass-media advertising is very expensive. However, there is “free”advertising available through Public Service Announcements.
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  • Spend a whole hour on this alone - so here is a handout on creating PSAs for you review.
  • When you have limited time and money to spend on fundraising, co-sponsorship of a cause-marketing campaign is a great idea because you can share resources. Raise money through the sales of an item. Ribbon pins and wristbands are really hot right now. Inexpensive - for $5 - $10 it allows people an opportunity to “help out” for a small cost and “display” something about a cause they care about.
  • POTENTIAL VOICEOVERS Creating an event is a great way to great free publicity about your program or the motorcycle safety cause. Events can be small….
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  • Educate people about the importance of motorcycle safety through speaking engagements.
  • 1 I don’t have time. I can’t promote my business because I have capacity issues. Having motorcycling enthusiasts on your side, who believe in your cause will help you down the road.
  • Students- free work Local businesses - product donations Local media - PSAs Industry-related organizations - everyone wants to help
  • Example - raffle prizes at police and firefighters Ball, now
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  • Another easy idea is:
  • Contests get lots of local buzz.
  • Giveaways can be as simple as “free information” or you can expand into
  • Which I’ve seen a lot at this conference. Pretty inexpensive to produce.
  • Chances are that Eric Estrada probably isn’t a resident of your community. But you can utilize local celebrity or radio personalities to
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  • Low-Cost Marketing Strategies

    1. 1. Marketing Presenter: Jenne Meyer
    2. 2. Challenges <ul><li>5 minute discussion on what your challenges are </li></ul>
    3. 3. Marketing <ul><li>“ Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of idea, goods, and services to create exchanges that satisfy individual and organization goals.” (AMA) </li></ul><ul><li>In order to service both buyers and sellers, marketing seeks: </li></ul><ul><li>To discover the needs and wants of prospective customers </li></ul><ul><li>And satisfy them </li></ul>
    4. 4. What is a brand? <ul><li>“ A Brand is a name, term, symbol, sign, or design, or a combination of them, intended to identify the goods or services of one seller to differentiate them from goods or services for the competition.” (AMA) </li></ul><ul><li>Brands convey: </li></ul><ul><li>Attributes </li></ul><ul><li>Benefits </li></ul><ul><li>Value </li></ul><ul><li>Culture </li></ul><ul><li>Personality </li></ul><ul><li>User </li></ul>
    5. 5. Marketing Program
    6. 6. Factors Influencing Marketing
    7. 7. Customer Value <ul><li>Is the unique combination of benefits received by target buyers that include: </li></ul><ul><li>Quality </li></ul><ul><li>Price </li></ul><ul><li>Convenience </li></ul><ul><li>Delivery </li></ul><ul><li>Service </li></ul><ul><li>* Cannot have all 3 </li></ul>PRICE PRODUCT SERVICE
    8. 8. Customer/Audience Utility The benefits or customer value received by users of the product or service: Marketing creates utility by bridging space (place) and hours(time) to provide products (form) for consumers to own and use (possession) WIFM - Marketing yourself. Remember your audience. Tailor messages to your audience (internal and external)
    9. 9. Setting Strategic Direction: What is Important? <ul><li>Customers </li></ul><ul><li>Competencies </li></ul><ul><li>Competitors </li></ul><ul><li>Business sectors </li></ul><ul><li>SWOT analysis </li></ul><ul><li>Environmental scanning </li></ul>
    10. 10. Critical Factors for Success <ul><li>Customer Relationships (Value) </li></ul><ul><li>Innovation (New & Unique Value) </li></ul><ul><li>Quality </li></ul><ul><li>Efficiency </li></ul>
    11. 11. Marketing & Planning Strategy Lessons <ul><li>Guidelines for an Effective Marketing Plan: </li></ul><ul><li>SMART </li></ul><ul><li>Set measurable achievable results </li></ul><ul><li>Use a base of facts and valid assumptions (list assumptions) </li></ul><ul><li>Have complete and feasible plans </li></ul><ul><li>Make plans controllable and flexible </li></ul><ul><li>Remember customer needs/desires </li></ul><ul><li>Involvement </li></ul>
    12. 12. Marketing & Planning Strategy Lessons <ul><li>Planning vs. Implementation </li></ul><ul><li>Improve on Implementation of Marketing Programs </li></ul><ul><li>Communication goals and means of achieving them </li></ul><ul><li>Champion/Driver/Leader </li></ul><ul><li>Take action (avoid paralysis by analysis </li></ul><ul><li>Action lists </li></ul><ul><li>Open communication, quickly </li></ul>
    13. 13. Tools Available/Discussion
    14. 14. Implementing a Plan Presenter: Shelley Beere
    15. 15. 1. Define an objective <ul><li>What do you want to accomplish? </li></ul><ul><li>Do you want to increase awareness about your organization? </li></ul><ul><li>Increase awareness about motorcycle safety? </li></ul><ul><li>Enhance staffing? </li></ul><ul><li>Increase program efficiency? </li></ul><ul><li>Raise funding to help support your program? </li></ul>
    16. 16. Tips of the Trade Focus and prioritize what you want to accomplish. Every plan should have it’s own singular objective.
    17. 17. 2. Define your target audience Who should you be talking to in order to meet your objective? Instructors Riders Employees
    18. 18. Tips of the Trade With limited resources, it’s important to focus and prioritize your target audiences to just a few.
    19. 19. 3. Where is the best place to reach your target? <ul><li>Where do they hang out? </li></ul><ul><li>Motorcycle shops </li></ul><ul><li>Rallies and rides </li></ul><ul><li>Motorcycle Club Meetings </li></ul><ul><li>Community Fairs and Festivals </li></ul><ul><li>Trade Shows </li></ul><ul><li>Industry Conferences </li></ul>
    20. 20. Tips of the Trade Think of locations where target audience density is highest.
    21. 21. 4. When is the best time to reach your target? <ul><li>When is your target most </li></ul><ul><li>interested in your message? </li></ul><ul><li>During the riding season </li></ul><ul><li>Motorcycle Safety Awareness Month (May, 2004) </li></ul>
    22. 22. Tips of the Trade Focus your communications during peak times when your target audience is most likely to listen.
    23. 23. 4. What is the best medium to use to communicate with them? <ul><li>Radio? </li></ul><ul><li>Billboards? </li></ul><ul><li>Direct Mail? </li></ul><ul><li>Motorcycle Safety-related Seminars? </li></ul><ul><li>Display at an Event? </li></ul>
    24. 24. Tips of the Trade Select mediums based on who your target is and where/when is the best time to reach them.
    25. 25. 5. What is the message you want to communicate with them? Communications should resonate with your target audience. Utilizing the right time, place, and medium means nothing, if you’re not saying the right thing.
    26. 26. Tips of the Trade If you don’t know what to say or how your target audience feels, conduct informal research and find out.
    27. 27. 6. Brainstorm strategies and tactics to meet your objective. STRATEGY: Various ways in which you can meet your objective. TACTIC: How, specifically, you are going to implement that particular strategy.
    28. 28. Strategies vs. Tactics STRATEGY: Leverage Motorcycle Awareness Month to maximize exposure. <ul><li>TACTIC: </li></ul><ul><li>Send out press releases to motorcycle-related publications </li></ul><ul><li>Set-up a display booth at a motorcycle retail store </li></ul><ul><li>Schedule short talks at motorcycle club mtg </li></ul>
    29. 29. Tips of the Trade Brainstorm lots of ideas; then edit. Keep your target audience, best time, best place, and medium in mind.
    30. 30. Sample Plan <ul><li>OBJECTIVE : Increase funding to support State </li></ul><ul><li>Motorcycle Safety Program. </li></ul><ul><li>2. TARGET AUDIENCES : </li></ul><ul><li>Motorcycle enthusiasts, age 30 - 65. </li></ul><ul><li>3. BEST PLACE TO FIND TARGET : </li></ul><ul><li>Motorcycle Club Meetings </li></ul><ul><li>Motorcycle shops </li></ul><ul><li>Rallies and rides </li></ul>
    31. 31. Sample Plan (cont.) <ul><li>BEST TIME : </li></ul><ul><li>During the riding season </li></ul><ul><li>Motorcycle Safety Awareness Month (May, 2004) </li></ul><ul><li>BEST MEDIUM : </li></ul><ul><li>Flyers (for posting at shops, distribution at events) </li></ul><ul><li>Display Booth (at an event) </li></ul><ul><li>In-person (at club meetings) </li></ul><ul><li>Direct Mail (to registered motorcycle owners) </li></ul><ul><li>MESSAGE : </li></ul><ul><li>We need your help. Training saves lives. </li></ul>
    32. 32. Sample Plan (cont.) STRATEGY: Leverage Motorcycle Awareness Month to maximize exposure. <ul><li>TACTIC: </li></ul><ul><li>Send out press releases </li></ul><ul><li>Set-up a display booth outside a store </li></ul><ul><li>Schedule short talks at motorcycle club mtgs </li></ul>Partner with other motor- cycle organizations to maximize support and help raise money. <ul><li>Raise donations through sales of a particular item </li></ul><ul><li>Organize a raffle; get prize donations from businesses </li></ul><ul><li>Create an event, sell tickets </li></ul>
    33. 33. Low-Cost Tactics
    34. 34. Public Relations: your best friend <ul><li>Definition: A non-paid form of publicity </li></ul><ul><li>Benefits: </li></ul><ul><li>Communicates to a large amount of people </li></ul><ul><li>Within a short period of time </li></ul><ul><li>It’s free! </li></ul>
    35. 35. Writing a press release Little bit of effort. Big results. <ul><li>NEWS </li></ul><ul><li>FOR IMMEDIATE RELEASE Contact: Colleen Penwell </li></ul><ul><ul><li> 608.271.9231 </li></ul></ul><ul><ul><ul><ul><li>SHINE ADVERTISING LANDS THREE CLIENT </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New Agency Gains Clients From Coast To Coast </li></ul></ul></ul></ul><ul><li>MADISON, Wis. (Jan. 23, 2002) – Since opening for </li></ul><ul><li>business just a couple of months ago, Shine Advertising Company, LLC, has landed three major accounts. Beating </li></ul><ul><li>out other local and national agencies in new business reviews, Shine has been named agency of record for Elefanten USA, the leading European children’s shoe </li></ul><ul><li>brand in the United States; Fatcat Digital, the premier international digital retouching service; and 24 Hour Plays, inventor of the done-in-a-day play format. </li></ul>
    36. 36. Tips of the Trade All promotional tactics should be supported by public relations or another type of medium.
    37. 37. News creation <ul><li>Want to get names and news from your business in </li></ul><ul><li>the local newspaper? It may be easier than you think. </li></ul><ul><li>Don’t have news to report? Create some and write a </li></ul><ul><li>press release about it: </li></ul><ul><li>Apply to win an award </li></ul><ul><li>Volunteer in the community </li></ul><ul><li>Offer a free seminar </li></ul><ul><li>Write an article promoting Motorcycle Safety Month and tips for “sharing the road” </li></ul><ul><li>Promote a new course offering </li></ul>
    38. 38. Tips of the Trade Submit press releases to local penny-savers and weeklies. They typically will publish business news of this sort.
    39. 39. Public Service Announcements (PSAs) Create a Public Service Announcement and get free air time on radio or television. PSAs are “non-commercial” announce- ments prepared to provide information to the public. Non-commercial: information that benefits Its intended audience , rather than the company that created it.
    40. 40. Public Service Announcements (cont.) <ul><li>PSAs are used by organizations to: </li></ul><ul><li>Publicize community events </li></ul><ul><li>Provide health and safety tips </li></ul><ul><li>Assist in fundraising efforts </li></ul><ul><li>Inform and influence public opinion </li></ul><ul><li>PSA message: </li></ul><ul><li>Must contain information that is beneficial to the community </li></ul><ul><li>Should not include controversial or self-serving material </li></ul>
    41. 41. Tips of the Trade Non-profit organizations and/or non-commercial materials can utilize alternate sources for low-cost PSA production.
    42. 42. Low-cost PSA Production Options <ul><li>Ask a local advertising agency or PR firm to assist you as a public service </li></ul><ul><li>Ask a local TV station to produce your spot. Use their on-air talent and allow the station to share the tag line with your organization “Brought to you by Channel 3 and the National Association of State Motorcycle Safety Administrators” </li></ul><ul><li>Contact your local public access cable station and ask if they offer classes on PSA production and/or low-cost assistance </li></ul><ul><li>Student at college TV stations may be willing to help </li></ul>
    43. 43. Co-Sponsorship Partner with another organization and co-sponsor a cause-marketing campaign to increase motorcycle safety awareness nationwide and raise money. <ul><li>Donations could be raise through sales of a particular item (“safety” pins or raffle tickets) </li></ul><ul><li>Seek prize donations from area businesses (or your co-sponsor) </li></ul><ul><li>Create a PSA and press release to promote the fundraiser and how items can be purchased </li></ul>
    44. 44. Events <ul><li>Attract the attention of the </li></ul><ul><li>media or your target audience </li></ul><ul><li>by staging a special promotional </li></ul><ul><li>event. </li></ul><ul><li>In May, 2004, host a free “motorcycle safety class” to the public and invite the media </li></ul><ul><li>Throw a fundraising party </li></ul><ul><li>Host a morning coffee and doughnut event and invite instructors to share teaching practices </li></ul>
    45. 45. Tips of the Trade Your event should tie directly to your objective and the target audience you are trying to reach.
    46. 46. Seminars <ul><li>Everyone loves to get free advice. </li></ul><ul><li>Offer a free “mini-seminar” to area motorcycling groups (join them for a ride afterwards) </li></ul><ul><li>Offer one-hour workshops on motorcycle maintenance to small groups of people </li></ul><ul><li>Offer professional learning opportunities for your staff </li></ul>
    47. 47. Tips of the Trade By personally connecting with motor-cycling groups and enthusiasts, your business will create good will, positive word of mouth, and form partnerships that will help you down the road.
    48. 48. Free Resources <ul><li>Students/Colleges: graphic design, marketing, public relations, radio/tv majors, event planners </li></ul><ul><li>Local businesses </li></ul><ul><li>Local media: newspapers, public access cable </li></ul><ul><li>Industry-related organizations </li></ul>
    49. 49. Charity Tie-Ins Offer your service to Local motorcycling groups as a raffle prize or for use at one of their fundraising events. You'll receive lots of exposure among people who buy tickets or attend the event.
    50. 50. Tips of the Trade Strengthening relationships via charitable donations or actions, will have a positive effect on your business.
    51. 51. Displays and Booths <ul><li>Build a booth to display at motorcycle events to promote your safety program </li></ul><ul><li>Create colored print-outs of safety tips for distribution </li></ul><ul><li>Have brochures on-hand detailing courses and class schedules </li></ul><ul><li>Ask retail shops if you can set up a temporary display( for one weekend) during Motorcycle Awareness Month </li></ul>
    52. 52. Contests Find a contest theme that tiers into your business and offer a desirable or unique item as contest prizes. <ul><li>Best motorcycle-safety slogan & poster design </li></ul><ul><li>Get prize donations from local businesses </li></ul><ul><li>“ Share the Road” contest through state schools. Winner gets bike helmet. </li></ul><ul><li>Send out press releases to create “buzz” </li></ul><ul><li>Post winners and runner-up drawings in public area. </li></ul>
    53. 53. Giveaways <ul><li>People love to receive “Free” items, </li></ul><ul><li>especially items they can use to gain </li></ul><ul><li>knowledge or improve their lives. </li></ul><ul><li>Create a free brochure on “Top 10 tips for riding more safely” </li></ul><ul><li>Give away flyers on “Top 10 riding mistakes that people make” </li></ul><ul><li>Or even a Road Trip Planning Guide </li></ul><ul><li>With the giveaway, present a flyer on the severity of reduced rider training support and/or capacity </li></ul>
    54. 54. Badges and Novelties <ul><li>You can easily and inexpensively </li></ul><ul><li>produce badges, bumper stickers, </li></ul><ul><li>pins, and other novelty items for </li></ul><ul><li>distribution in your area. </li></ul><ul><li>Imprint your business name on it and a message about motor- cycle safety </li></ul><ul><li>Distribute the item for free </li></ul>
    55. 55. Celebrity Visits <ul><li>Arrange to have a local media </li></ul><ul><li>celebrity, public official, or radio </li></ul><ul><li>personality - visit your service. </li></ul><ul><li>Have them sign autographs </li></ul><ul><li>Make a presentation </li></ul><ul><li>Perform a motorcycle demonstration </li></ul><ul><li>Invite a radio personality to take a New Rider course for free or do a “live-remote” at your location </li></ul>
    56. 56. Surveys and Statistics <ul><li>Lots of companies use surveys and/or statistical data to get national exposure in consumer media </li></ul><ul><li>Collect data and then submit a press release on the results to local newspapers (or even national ones), during Motorcycle Safety Awareness Month </li></ul>
    57. 57. Interactive Ideas <ul><li>Create a cool screensaver that promotes motorcycle safety & email it to your colleagues, friends, and students </li></ul><ul><li>Utilize a viral email marketing campaign to spread news, information about events, messages about motorcycle safety, or to promote fund-raising efforts </li></ul><ul><li>Create a “mini-site” to place fundraising orders/give money </li></ul>
    58. 58. Mailing Lists <ul><li>Once you begin establishing a </li></ul><ul><li>committed clientele, gather their </li></ul><ul><li>names on a mailing list. </li></ul><ul><li>Save the names from student registrations and telephone inquiries </li></ul><ul><li>Gather club lists, media lists, and prospect lists, for various needs. </li></ul>
    59. 59. How to Get Started
    60. 60. The Planning Process: 10 Steps to Implementing your Plan <ul><li>Define your objective and target audience </li></ul><ul><li>Create your strategy plan (keep in mind: best place, best time, best format, and your message) </li></ul><ul><li>Select best ideas that won’t diminish resources (think quality, not quantity) </li></ul><ul><li>Confirm media contacts Develop comprehensive media list with a few target reporters at each </li></ul>1 2 3 4
    61. 61. 10 Steps to Implementing your Plan 5) Compile Target Audience Lists Create an up-to-date mailing/e-mail list of your target audience (both current targets and prospects) 6) Research Gather info to put your plan into action. Interview target audiences. Write press releases. Research locations to hold an event. Research co-sponsors. 7) Prepare/Plan Make necessary arrangements to execute the plan; create a detailed schedule w/ action items and deadlines. 5 6 7
    62. 62. 10 Steps to Implementing your Plan 8) Contact/Inform Send press releases to media contacts and/or appropriate communications to target audiences. 9) Follow-up Based on interest, follow-up on media contacts and target audience communications. Provide support information (if needed). Execute and Follow-through Execute the tactic and evaluate the results. 8 9 10
    63. 63. Questions?