Marketing on a budget

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This is a presentation delivered to Clonmel Chamber on January 20th 2011 by Emma Lacy, Ace Marketing.

Emma can be contacted by email: emmalacy@eircom.net

Published in: Business, News & Politics
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Marketing on a budget

  1. 1. Marketing on a Budget <ul><li>Emma Lacy BMKT MMII MIITD </li></ul><ul><li>Marketing Consultant & Trainer </li></ul><ul><li>10 yrs experience </li></ul>
  2. 2. Marketing on a budget <ul><li>PR </li></ul><ul><li>Advertising </li></ul><ul><li>Web Marketing </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Business Planning </li></ul><ul><li>Market Research </li></ul><ul><li>Print </li></ul><ul><li>Promotions & POS </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Training </li></ul>
  3. 3. 1. Public Relations <ul><li>What is PR? </li></ul><ul><li>Press/ radio/ TV </li></ul><ul><li>Newsworthy, current </li></ul><ul><li>Make it work! </li></ul><ul><li>Habit – Look for the story </li></ul><ul><li>Database – rapport with contacts </li></ul><ul><li>Negotiate with advertising </li></ul><ul><li>Send it and follow it up! </li></ul>
  4. 4. PR <ul><li>How to write a Press Release </li></ul><ul><li>Type and email </li></ul><ul><li>Include picture </li></ul><ul><li>Newsworthy story </li></ul><ul><li>Get attention! Good headline (local, topical) </li></ul><ul><li>Engaging first paragraph (emotive etc.) </li></ul><ul><li>Good flow - What, why, when, where, contact details? </li></ul>
  5. 5. PR …Continued <ul><li>Quote - testimonial </li></ul><ul><li>Mention brand enough </li></ul><ul><li>Write in 3rd person </li></ul><ul><li>Easy to read formatting – line spacing, paragraphs </li></ul><ul><li>300 – 600 words (4 paragraphs) </li></ul><ul><li>Cost = €0 </li></ul>
  6. 6. 2. Advertising <ul><li>Budget – Plan and tailor to seasonality </li></ul><ul><li>Pre-book block slots </li></ul><ul><li>Beware of sales people who need to sell! </li></ul><ul><li>Be objective– what would you read/watch/listen to? </li></ul><ul><li>Compliment ads with Promotions/competition (call to action) </li></ul><ul><li>Newspaper – Pg 3/5/7 RHS RH page </li></ul><ul><li>Colour vs. Mono ads </li></ul>
  7. 7. 3. Web Marketing <ul><li>Shop around but remember quality </li></ul><ul><li>Not just a pretty website – databases/promotions/ advertising revenue/ sell online </li></ul><ul><li>Search Engine Optimisation – google maps, search terms in website copy, links, advertising </li></ul>
  8. 8. 4. Direct Marketing <ul><li>Targeted to customer </li></ul><ul><li>Distribution costs - staff vs. An Post </li></ul><ul><li>Database is crucial (customers, comp entries, quotations/queries website) </li></ul><ul><li>Postage and stationary costs </li></ul><ul><li>Clear message, clear brand, clear design </li></ul><ul><li>Economies of scale printing </li></ul><ul><li>Record success – cost vs. revenue </li></ul>
  9. 9. 5. Business Planning <ul><li>Set Budget </li></ul><ul><li>Set Objectives </li></ul><ul><li>Set Strategies to achieve objectives bearing in mind budget </li></ul><ul><li>Be realistic </li></ul><ul><li>Stick to it! - Don’t be seduced by “great deals” </li></ul><ul><li>Monitor progress regularly </li></ul>
  10. 10. 6. Marketing Research <ul><li>What has/hasn’t worked before? </li></ul><ul><li>What has cost the most but yielded the least return? </li></ul><ul><li>What has cost the least and worked? </li></ul><ul><li>Where are customers hearing about you? </li></ul><ul><li>What promotions have worked? </li></ul><ul><li>You should have access to this information FREE </li></ul>
  11. 11. 7. Print <ul><li>Economies of Scale in Print </li></ul><ul><li>Plan, Plan, Plan </li></ul><ul><li>Give plenty of time </li></ul><ul><li>Paper weight may not compromise quality </li></ul><ul><li>2 colour vs. Full colour </li></ul><ul><li>Consider logo colours </li></ul><ul><li>Design – generic, dates etc. </li></ul>
  12. 12. 8. Promotions & POS <ul><li>Promotions </li></ul><ul><li>Pair with other marketing – website, advertising, direct mail, PR etc </li></ul><ul><li>Make them attractive </li></ul><ul><li>Give an end date </li></ul><ul><li>Remind the customer </li></ul><ul><li>Track success </li></ul><ul><li>Powerful marketing tool </li></ul>
  13. 13. Promo & POS …continued <ul><li>POS </li></ul><ul><li>Very powerful </li></ul><ul><li>Don’t under estimate </li></ul><ul><li>Include when negotiating print batches </li></ul><ul><li>Keep generic – general & promo POS </li></ul><ul><li>Branding – keep same in store, website, flyers etc. & change all to reflect promo </li></ul><ul><li>Use plenty! </li></ul>
  14. 14. 9. Word of Mouth <ul><li>Free </li></ul><ul><li>Best form of marketing </li></ul><ul><li>How? – customer service, good product/service quality etc. </li></ul><ul><li>Staff are ambassadors as well as customers </li></ul><ul><li>Customers – Good Exp. tell 4, Bad exp. tell 11! </li></ul><ul><li>Networking/affiliate schemes </li></ul>
  15. 15. 10. Training <ul><li>Advantages </li></ul><ul><li>Staff trained so skills are retained </li></ul><ul><li>Trainer can give advice specific to your business </li></ul><ul><li>Low cost marketing staff </li></ul><ul><li>Better motivated staff - gain new skills </li></ul>
  16. 16. Remember <ul><li>Good Marketing is: </li></ul><ul><li>Well planned </li></ul><ul><li>Researched </li></ul><ul><li>Targeted </li></ul><ul><li>Doesn’t need to be expensive! </li></ul><ul><li>If you are clever, you can do a lot for FREE </li></ul>
  17. 17. Conclusion <ul><li>Emma Lacy </li></ul><ul><li>BMKT MMII MIITD </li></ul><ul><li>Marketing Consultant & Trainer </li></ul><ul><li>[email_address] </li></ul><ul><li>www.acemarketing.ie </li></ul><ul><li>087 7545164 </li></ul>

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