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Marketing On A Shoestring Budget 5 14 09 Final


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Presented to Sage VARs at a workshop at the business partner conference.

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Marketing On A Shoestring Budget 5 14 09 Final

  1. 1. Marketing on a shoestring budget – GEN31 Tom Hume – VP Channel Marketing
  2. 2. CPE Credit <ul><li>In order to receive CPE credit for this session you must be present for the entire session. </li></ul><ul><ul><li>Session code: GEN31 </li></ul></ul><ul><ul><li>Recommended CPE credit = 1 </li></ul></ul><ul><ul><li>Delivery Method = Group Live </li></ul></ul><ul><ul><li>Field of Study = Specialized Knowledge and Applications </li></ul></ul><ul><li>Visit the Continuing Professional Education kiosks to enter CPE credit during the conference. </li></ul>
  3. 3. Learning Objectives <ul><li>After participating in this session, you will be able to: </li></ul><ul><ul><li>Understand a variety of proven tactics that can be the cornerstone of a low cost marketing campaign </li></ul></ul><ul><ul><li>Learn marketing investment priorities with limited marketing dollars </li></ul></ul><ul><ul><li>Leave with at least 5 immediately actionable (and free) resources or techniques </li></ul></ul>
  4. 4. The sky is falling……..
  5. 5. But wait…….. <ul><li>In the two years following a recession, firms that invested more in marketing (during the downturn) realized a 4.3% increase in their ROI compared to companies that simply maintained or even cut their level of marketing effort </li></ul><ul><ul><li>(Source: PIMS Associates/Strategic Planning Institute, 2008) </li></ul></ul><ul><li>Firms that increase their marketing activity during a recession grow significantly faster than firms that maintain or decrease their marketing spend. </li></ul><ul><ul><li>(Source: Journal of Strategy & Leadership, Vol.31, Issue 4) </li></ul></ul>
  6. 6. Some examples of successful marketing during a recession are: <ul><li>Proctor and Gamble successfully marketed Ivory Soap during the Great Depression. </li></ul><ul><li>Intel initiated the campaign &quot;Intel Inside” during the 1990-1991 recession. </li></ul><ul><li>Wal-Mart launched its &quot;Every Day Low Prices&quot; campaign in 2000-2001. </li></ul>
  7. 7. But ask yourself, is this you? <ul><li>A study recently determined firms entering a recession with: </li></ul><ul><ul><li>an entrepreneurial culture </li></ul></ul><ul><ul><li>spare production capacity </li></ul></ul><ul><ul><li>a sufficient reserve of under-utilized workers </li></ul></ul><ul><ul><li>a pre-established strategic emphasis on marketing </li></ul></ul><ul><ul><li>cash </li></ul></ul><ul><li>are best positioned to approach recessions as opportunities to strengthen their competitive advantage . </li></ul>
  8. 8. Two types of people <ul><li>People who will take the time to save money </li></ul><ul><li>People who will spend money to save time </li></ul>Ideas to save you money…. maybe even some time Better planning will always save you money!
  9. 9. You Start Out With The Four Narrowing “Must Dos”…… <ul><li>Narrow Your Target Market </li></ul><ul><ul><li>Find more customers like your best customers </li></ul></ul>
  10. 10. You Start Out With The Four Narrowing “Must Dos”…… <ul><li>Narrow your core marketing message </li></ul><ul><ul><li>Why do your best customers do business with you? </li></ul></ul><ul><ul><li>Stand out, be different and build all lead activities around owning that difference </li></ul></ul>
  11. 11. You Start Out With The Four Narrowing “Must Dos”…… <ul><li>Narrow the gap between your prospects and what you know about them </li></ul><ul><ul><li>Clean up your CRM system </li></ul></ul><ul><ul><li>Put someone in charge </li></ul></ul><ul><ul><li>Give everyone a way to collect data and centralize it </li></ul></ul><ul><ul><li>Identify the data you want to collect </li></ul></ul><ul><ul><li>Use the data </li></ul></ul>
  12. 12. You Start Out With The Four Narrowing “Must Dos”…… <ul><li>Narrow the gap between you and your customer </li></ul><ul><ul><li>Bring them into your marketing mix </li></ul></ul><ul><ul><li>Give them something they don’t expect </li></ul></ul><ul><ul><li>Referrals </li></ul></ul>
  13. 13. <ul><li>Why Referral Marketing is so important? </li></ul><ul><li>People actually like to give referrals </li></ul><ul><li>Referrals are less competitive & more profitable </li></ul><ul><li>Referrals position your brand </li></ul><ul><li>Referrals provide credibility and trust </li></ul><ul><li>Referrals generate more loyalty </li></ul><ul><li>Focus on creating referrals makes you better </li></ul>Referral Marketing is #1 most cost effective
  14. 14. Referral Marketing is #1 most cost effective <ul><li>1,000 purchased </li></ul><ul><li>prospect list </li></ul>1% response rate 10 raw leads 50% qualified 5 qualified leads 50% close rate 2.5 sold deals ASP $5K : $12.5K sold $5K (DM, TM) = 1:3 ROI Traditional DR campaign 100 customers 5% referrals 5 referral leads 80% qualified 4 qualified leads 75% close rate 3 sold deals ASP $5K : $15K sold $500 (RP) = 1:30 ROI Systematic Referral Program
  15. 15. How to Build a Referral System <ul><li>Get crystal clear on who you want to give referrals .  </li></ul><ul><li>Get crystal clear on who makes a good referral .  </li></ul><ul><li>Communicate your value proposition .  </li></ul>
  16. 16. Maintaining an effective referral system <ul><li>What’s your referral offer?   </li></ul><ul><li>Continue marketing to referrals </li></ul><ul><li>Close-loop referrals </li></ul>
  17. 17. <ul><li>Need help getting started? </li></ul><ul><li>Duct Tape Marketing </li></ul><ul><li>Referral Flood Program </li></ul><ul><ul><li>$399 – 4 week program </li></ul></ul><ul><li>Spectrum Services Group </li></ul><ul><ul><li>Referral Rewards Program </li></ul></ul><ul><ul><li>4 week program to build a plan </li></ul></ul><ul><ul><li>Five Referral Marketing piece branded to your company </li></ul></ul><ul><ul><li>Follow-up reminders to help you stay on track </li></ul></ul><ul><ul><li>$795 </li></ul></ul>
  18. 18. Public Relations <ul><li>Permission Marketing helps get you press </li></ul><ul><ul><ul><li>Find out who your best customers are reading </li></ul></ul></ul><ul><ul><ul><li>Offer yourself as an expert </li></ul></ul></ul>
  19. 19. Public Relations <ul><li>HARO </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><ul><li>Summary: ERP and manufacturing, Name: Jim Romeo </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Email: </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Title: Freelance Writer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Media Outlet/Publication: TechTarget </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Deadline: 4:00 PM EASTERN - September 5 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>&quot;I'm on assignment for TechTarget for an article on ERP for the manufacturing industry. I'm seeking industry experts and sources to discuss same. </li></ul></ul></ul></ul><ul><li>Make Your Press Release Work Harder - Press Release Grader </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>News Release Program Exclusively for Sage Partners </li></ul><ul><ul><ul><li>Juice Marketing </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Press Releases – </li></ul><ul><li>PR includes listening to what others say about you - Google Alerts , , (track blogs), (remind yourself where you have commented), (learns and filters based on the stories you read most) </li></ul>
  20. 20. Your Web Site <ul><li>Think of your website as your best sales rep </li></ul><ul><li>Your website has the answers </li></ul><ul><li>The marriage between marketing, sales and the web site </li></ul><ul><li>Your site is the destination – capture the leads </li></ul>
  21. 21. At a minimum, does your website… <ul><li>display a phone number prominently on the home page </li></ul><ul><li>have a place to request additional info </li></ul><ul><li>show compelling reasons to do business with your company </li></ul><ul><li>have current info on it </li></ul><ul><li>share biographies of your top talent </li></ul><ul><li>offer a blog (RSS feed), social networking links </li></ul><ul><li>use an application to track performance </li></ul><ul><li>share customer testimonials/success stories </li></ul><ul><li>Give the reader a reason to come back </li></ul>
  22. 22. <ul><li>Zift Solutions </li></ul><ul><li>Partners get </li></ul><ul><ul><li>Current, relevant product information and industry news published automatically to your Web site current </li></ul></ul><ul><li>Partners will be able to </li></ul><ul><ul><li>Enhance partner Web sites with the latest product information; personalized to fit your company's brand and message </li></ul></ul><ul><ul><li>Improve lead generation with integrated prospect collection forms </li></ul></ul><ul><ul><li>Run campaigns providing product communications around special offers and ongoing news </li></ul></ul><ul><ul><li> </li></ul></ul>Inexpensive way to update content…
  23. 23. You maintain control over what is displayed on your site with capabilities to add notes, reorder stories, remove articles, and more. Zift Syndicated Solutions – Enhance Your Website
  24. 24. Webcast Lead Builder <ul><li>Sage Webcast Center offers </li></ul><ul><ul><li>60+ live and on-demand product Webcasts per month </li></ul></ul><ul><ul><li>Webcasts are hosted, presented, and maintained by Sage Software </li></ul></ul><ul><ul><li>It’s free for partners and partner customers to attend </li></ul></ul><ul><li>Sage Webcast Lead Builder </li></ul><ul><ul><li>Partners link to Sage Webcast Center </li></ul></ul><ul><ul><li>Leads are delivered back to the partner directly </li></ul></ul><ul><ul><li>Over 400 partners today </li></ul></ul><ul><li>Generate qualified leads with minimal effort and at no cost </li></ul><ul><ul><li>Enroll online at </li></ul></ul><ul><ul><ul><li>Partner Progams > Webcast Lead Builder </li></ul></ul></ul>Inexpensive way to capture web leads
  25. 25. Webcast Lead Builder Generate Leads from partner Website Free To Join Leads Aligned back to partner!!
  26. 26. Websites and SEO <ul><li>Analytics are key </li></ul><ul><ul><li>Aggressive identification of keywords - optimize for each significant page on your site </li></ul></ul><ul><ul><li>Development of deep content that feeds search engine spiders and attracts incoming links </li></ul></ul><ul><ul><li>Constant monitoring of your site statistics to track trends and progress </li></ul></ul><ul><ul><li>Remember titles and meta descriptions. &quot;Titles&quot; are the words that appear at the top of the visitor's Web browser. </li></ul></ul><ul><ul><li>Change any “click here” links -they describe the content on the page you’re linking to; i.e., “ERP Whitepaper” is better anchor text than “click here.” </li></ul></ul><ul><ul><li>Ask yourself, &quot;How can I use my Web metrics to show how our site is improving those goals for the organization?&quot; </li></ul></ul><ul><ul><li>Forgotten analytics - hassled by visiting Google Analytics every day or every week? Use the Email function to have Google Analytics send the data directly to your In box. A time saver forcing you to be aware of how your site is doing. </li></ul></ul>
  27. 27. Websites and SEO <ul><li>Easy ways to generate more links </li></ul><ul><li>Email this page, RSS feeds, Social Media links out </li></ul><ul><li>Claim your social media name/profiles </li></ul><ul><ul><li>Create accounts for your business, link back to your site </li></ul></ul><ul><li>Claim your Google Maps listing </li></ul><ul><ul><li>Go to Google Maps and search for yourself (such as by business name and city name]). If your business is there, click the EDIT link, and then click CLAIM YOUR BUSINESS. If you’re not listed, use the Google Local Business Center and follow the directions to add your business. </li></ul></ul><ul><li>Do the same at Yahoo Local and Microsoft Live Search Maps </li></ul><ul><ul><li>The steps are pretty similar. Search for your business on Yahoo Local and Microsoft Live Search Maps . Yahoo specifically asks, “Own this business?” with a link to claim it. Live Search has a link that says “Change Your Business Listing.” If you need to create listings, use these links: Yahoo Local and Microsoft Live Maps . </li></ul></ul><ul><ul><li>Extra Credit: Claim or cleanup your local listings on Citysearch , Yelp , online yellow pages, and similar sites </li></ul></ul>
  28. 28. Websites and SEO <ul><li>Easy ways to generate more links </li></ul><ul><li>Check your foundational links </li></ul><ul><ul><li>Be sure you’re listed in the Yahoo Directory , Open Directory , , and Best of the Web directories. Open Directory is the only one that’s free, but it can also be the hardest listing to get. (Submit and forget is the rule there.) Directory listings aren’t a golden ticket to high search engine visibility, but they do represent the foundation of a link building effort. </li></ul></ul><ul><li>Digg : </li></ul><ul><li> : </li></ul><ul><li>YouTube : </li></ul><ul><li>Duct Tape Marketing Local Profile </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>$179 a year </li></ul></ul></ul>
  29. 29. Websites and SEO <ul><li>Other Resources </li></ul><ul><li>Lucid Fusion </li></ul><ul><ul><li>Offering a 20% discount on our web packages, as well as a 12-month, interest-free payment option for the Business Partner's portion of our services.  To take advantage of these offers, Business Partners must reserve co-op funds with us by the conclusion of the show this week and commit them by the end of the month. </li></ul></ul><ul><ul><li>Contact Zubin Mowlavi at [email_address] </li></ul></ul>
  30. 30. <ul><li>Old School Networking </li></ul><ul><ul><li>Business Networks </li></ul></ul><ul><ul><li>Non-Profits </li></ul></ul><ul><ul><li>Activity Oriented </li></ul></ul><ul><ul><li>Church </li></ul></ul><ul><li>Plunge Into Social Networking </li></ul><ul><ul><li>Linked In – </li></ul></ul><ul><ul><li>Facebook – </li></ul></ul><ul><ul><li>MySpace – </li></ul></ul><ul><ul><li>Twitter – </li></ul></ul><ul><ul><li>Networking doesn’t work if you are not engaged </li></ul></ul>Social Networking
  31. 31. Social Media & Networking
  32. 32. Prospecting List Sources <ul><ul><li>An online database built, cleaned and maintained by 700K </li></ul></ul><ul><ul><li>11.4 Million complete contact records </li></ul></ul>
  33. 33. <ul><li>Jigsaw Team (Small Business Option) </li></ul>* THESE PACKAGES ARE ALREADY DISCOUNTED, NO FURTHER DISCOUNTS WILL BE PROVIDED FOR THIS SECTION Database - Lists $1000 a year*   $500 a year*   $250 a year* Option to add more contacts   Option to add more contacts   Option to add more contacts 20 Saved Searches   10 Saved Searches   5 Saved Searches Unlimited Company Data Downloads   Unlimited Company Data Downloads   Unlimited Company Data Downloads Manage tasks in Jigsaw   Manage tasks in Jigsaw   Manage tasks in Jigsaw Access to Premium features   Access to Premium features   Access to Premium features 1500 contacts every year   650 contacts every year   250 contacts every year           Essential   Select   Basic
  34. 34. Nurture Marketing <ul><li>IMN: http:// /sage/ </li></ul><ul><li>Spectrum Services: http:// </li></ul><ul><li>Tango: </li></ul><ul><li>Swiftpage: http:// /sage </li></ul><ul><li>Juice Marketing: </li></ul>
  35. 35. Events <ul><li>Endorse Partner Sponsorships: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Marketing Advice >> Planning tools >> Sponsorship Resources </li></ul></ul><ul><li>Joint Event with Referral Partner </li></ul>
  36. 36. Low cost ads: Corporate Campaign for Partners <ul><li>Sage Ads: Customizable ad templates using the new Sage Experience ad campaign layouts. </li></ul><ul><li>Will feature templates for all 3 key challenges focused on in the corporate campaign. </li></ul><ul><li>Location: Partner Marketing Resource Center (PMRC) </li></ul><ul><li> </li></ul><ul><li>Marketing Materials > Templates > Advertising </li></ul><ul><li>- Full- & half-page ads </li></ul><ul><li>- Online banner ads </li></ul><ul><li>- Choose an ad and have Sage GBST Media, a Sage Preferred Vendor, customize it </li></ul><ul><li>Marketing Materials > Corporate Campaigns </li></ul><ul><li>- Corporate print ads – for reference only </li></ul><ul><li>Launch Date: May 09 </li></ul>Advertising
  37. 37. Free Marketing Advice <ul><li>Fast Track for Growth </li></ul><ul><ul><li> </li></ul></ul><ul><li>Partner Marketing Portal </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Marketing Wizard </li></ul></ul><ul><ul><ul><li>>>Quicklinks </li></ul></ul></ul><ul><ul><li>Planning Tools </li></ul></ul><ul><ul><ul><li>Marketing Advice >> Planning tools </li></ul></ul></ul><ul><li>Spectrum Services </li></ul><ul><ul><li>http:// </li></ul></ul><ul><li>Hall Marketing </li></ul><ul><ul><li> </li></ul></ul>
  38. 38. <ul><li>You must do the Blocking and Tackling or you’ll waste time and money </li></ul><ul><ul><li>Define Your Target Market </li></ul></ul><ul><ul><li>Be Different! </li></ul></ul><ul><li>It is all about the web </li></ul><ul><ul><li>Your Company’s Website </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul><ul><li>Set goals and appointments with yourself to get it done </li></ul><ul><ul><li>You don’t have to do all these activities at once </li></ul></ul><ul><ul><li>Add a new activity weekly </li></ul></ul><ul><li>Don’t do it all yourself </li></ul><ul><ul><li>Invest in the right outside resources </li></ul></ul><ul><ul><li>Delegate some of these tactics </li></ul></ul>The final word
  39. 39. ?
  40. 40. Your Feedback is Important to Us! <ul><li>Please complete the evaluation form for this session. </li></ul><ul><li>Your feedback helps us improve future sessions and presentation techniques. </li></ul><ul><li>Please include your session code on the evaluation form : </li></ul><ul><ul><li>GEN 31 </li></ul></ul><ul><li>Contact Information: Tom Hume </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>949-754-3542 </li></ul></ul><ul><li>Thank you for your participation. </li></ul>