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- 1. Marketing on a Budget Catherine Davidson Write Lines Marketing Ltd
- 2. Low Budget NOT No BudgetThirdPartySuppliers • Graphic design • Web design • Photography • Marketing Comms • PR Organisation/Society memberships • Reduced rates at events • Access to funding • Subsidised advertising • Raise profile with target audience CRM • Create and collate customer profile • Integrate communications • Track campaign response • Metrics/ROI
- 3. MARKETING PLAN USP Brand Value Proposition Positioning Competitors Target Market Marketing Strategy
- 5. Press Releases PR specialist • Professional writing style • Extensive mailing list • Rapid turnaround • Media contacts • Press access • Higher uptake • Greater exposure Internal • Chamber of commerce workshops • Build mailing list o Trade Press o Media platforms • Build Relationships o Personal emails Transition
- 7. Customer Advocates • WOM referral, introductions • Onsite demo Personal Interaction • Leverage academic/clinical connections • Papers, posters, presentations, articles • Product evaluations/case studies: Evidence based Collaboration • Attendance at scientific meetings • Support for local, institute based events Sponsorship
- 10. Building a Mailing List Website Members area Gated content User groups Newsletters Conferences & Events Sign up mechanism on stand Access to delegate lists Webinars Sales & Support Team Networking
- 11. GDPR EU Only Segmented lists Non EU contacts Opt in/approval at every opportunity Legitimate interest One time use Delegate lists One time use Social media links
- 12. Metrics • Realistic Expectations • Email- 2-3% response rate Company Size Open Rate Click Rate Soft Bounce Hard Bounce Abuse Rate Unsubscribe Rate 1-10 20.30% 2.60% 0.50% 0.30% 0.011% 0.27% 11-25 19.74% 2.25% 0.54% 0.35% 0.010% 0.23% 26-50 20.68% 2.56% 0.42% 0.28% 0.007% 0.17% 50+ 22.10% 2.66% 0.50% 0.38% 0.008% 0.18% Mailchimp 2018
- 13. Social Media • Match platform to audience and content • Personal vs corporate account • More casual/ conversational language • Amplify reach • Direct traffic to website • Management platforms • Hootsuite Linked In Twitter Facebook Instagram YouTube Vimeo Pinterest
- 14. Social Media Metrics Average Engagement Rate Twitter: 0.046% Facebook: 0.16% Instagram: 1.73% Source- Rival IQ
- 15. Events Scientific Meetings • IBMS • BSMT/BSHI Microbe • ASCB/EMBO International Trade Shows • Medica • Arab Health • Hospitalaar • Arab Lab • Lab Innovation • Lab Africa • Analytica Local Events • Customer Sites • Academic Institutes • Hospitals • Workshops
- 16. Support Agencies • Sliding membership fees • Subsidised stand at Medica, Arab HealthABHI • Healthcare businesses • Low cost presence at Medica, Arab Health, Hospitalaar • PR service, de minimis funding applications support • Market research- international markets Medilink • Introduction and access to NHS • Support to increase adoption (AHSN)NHS TrusTECH Bionow Chamber of Commerce • Biomedical and Life Science • Business networking events • Business awards • Subsidised training courses • Networking • Suppliers • Export documentation
- 17. Future Capabilities Current Capabilities Outsource Effectively In-house Third Party Suppliers Third Party Suppliers Outsource Skills/Resource Gap Skills/Knowledge
- 18. Summary • Well defined strategy • Website as core • Content is King • Leverage customer relationships • Go digital • Make use of support agencies • Cost-effective outsourcing
- 19. Thank You Catherine Davidson Write Lines Marketing www.writelines.co.uk