Marketing on a budget, marketing tips and advice for start up sand small businesses. Market research, PR, social media and planning.

1. Marketing
on a Budget
Charlotte Rainey
24th November 2013

2. What is marketing?
‘The management process responsible for
identifying, anticipating and satisfying customer
requirements profitably’. - CIM
The right product to the right person at
the right time

3. research

4. Customers
• Who are they?
– Now and future
• Where are they?
– Can you reach them?
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What do they like?
Tone of voice
Who are profitable ones?
Who influences them?
What do they like about you?

5. competition

6. Competition
• Who are they?
• Where are they?
– Actual location, online, in catalogues….
• What do they say / do?
• What channels do they use
• What are they good at / bad at
Consider - brand, price, strategies

7. Market
• Opportunities and threats
• Rule changes, regulations
• New entrants

8. Product / Service
• Price
– Discounts, value
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Value
Quality
Brand
Packaging
UNIQUE SELLING POINTS

9. get
going

10. Marketing Mix
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Direct marketing
Networking
Advertising
PR
Sales promotions
Exhibitions
Direct selling
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Community
Website
Social Media
Blogging
Referrals

11. Plan

12. ideas

13. Social Media and Blogging
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Write your own blog
Comment on other peoples’ blogs
Get bloggers to review/talk about you
Twitter, Facebook, LinkedIn, Pinterest,
Google+, YouTube
• CONTENT

14. PR
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Have a newsworthy story
Stories about people
Quality photographs
Well written copy
Send to the right person – build
relationships, Twitter
• Understand journalists area and audience
• Customise each press release
• Offer unique stories

15. Direct Relationships
• Networking
• Referrals
• Go where your customers are
– Hand out information
– Posters
– Stalls
• Pick up the phone

16. Other ideas
• Be an expert speaker
• Email marketing, newsletters, special offers
– Gather email addresses
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Get testimonials
Staff and partners are best advocates
Sponsor, get involved in events
Awards

17. Monitor and review
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Set targets
Measure against targets
Benchmark against competition
How much does activity cost?
What sales did it bring?
Constantly review and update plans

18. Charlotte Rainey
Luisa Communications
www.luisacommunications.com
charlotte@luisacommunications
@CharlotteLuisa