Guerrilla Marketing 2010 V1 0

994 views

Published on

A 1/2 day workshop looking at ways that small businesses can make effective use of web marketing

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
994
On SlideShare
0
From Embeds
0
Number of Embeds
20
Actions
Shares
0
Downloads
53
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Guerrilla Marketing 2010 V1 0

  1. 1. Guerrilla e-marketing Join the r-evolution
  2. 2. The Zimmers 4.7m viewings in 12 months
  3. 3. Guerrilla e-marketing Join the r-evolution
  4. 4. 120,500 viewings in 9 months
  5. 5. Guerrilla e-marketing Join the r-evolution
  6. 6. The Large Hadron Collider rap 4.9m viewings in 8 months
  7. 7. Guerrilla e-marketing Join the r-evolution
  8. 8. Microsoft Comercial 2m viewings in 5 months
  9. 9. Guerrilla e-marketing Join the r-evolution
  10. 10. 700,000 viewings in 12 months How they build the Triumph Rocket III
  11. 11. Guerrilla e-marketing Join the r-evolution
  12. 16. Guerrilla e-marketing Join the r-evolution
  13. 17. Noah – A picture a day for 6 years 12,500,700 viewings in 2 years
  14. 18. Guerrilla e-marketing Join the r-evolution
  15. 19. Media Masterclass Foundation Business Link client Transferring ideas to actions
  16. 20. Guerrilla e-marketing Join the r-evolution
  17. 21. If Carling ran the Driving Test Business Link client Transferring ideas to actions
  18. 22. Guerrilla e-marketing Join the r-evolution
  19. 23. Halloween Zombie Makeup Business Link client Transferring ideas to actions
  20. 24. Guerrilla e-marketing Join the r-evolution
  21. 26. House Keeping – FIRE!!!!!
  22. 27. House Keeping - Comfort
  23. 28. House Keeping – Peace Keeping
  24. 29. Business Link provides information, advice & support to help clients start, maintain & grow a business <ul><li>- Free, impartial & confidential support </li></ul><ul><li>- First point of contact for business advice </li></ul><ul><li>& fast-track to the help you need </li></ul><ul><li>- Help you make the most of </li></ul><ul><li>your business </li></ul>
  25. 30. Who can Business Link help? <ul><li>- Pre-Starts </li></ul><ul><li>- New businesses </li></ul><ul><li>- Established Businesses </li></ul>
  26. 31. Free Business Review <ul><li>- Planning & Strategy </li></ul><ul><li>- Customers & Markets </li></ul><ul><li>- People & Skills </li></ul><ul><li>- Operations & Productivity </li></ul><ul><li>- Finance </li></ul><ul><li>- e-commerce </li></ul><ul><li>- Sustainability </li></ul>
  27. 32. So what do I do next? <ul><li>For a copy of this presentation, speak to your Business Link Adviser today </li></ul><ul><li>Indicate which service you are interested in; a free Business Review, the “Real help for businesses now” package, Supplier Matching Service, or all of the above </li></ul><ul><li>Work with your local Business Link Adviser to maximise your opportunities </li></ul>
  28. 33. Your Business Success is Our Business Objective <ul><li>Business Link </li></ul><ul><li>Customer Information Centre </li></ul><ul><li>08456 00 99 66 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.businesslinksw.co.uk </li></ul>
  29. 34. Introduction – Andy Poulton, IT Specialist
  30. 37. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  31. 38. World Wide Web – The World Wide WHY! <ul><ul><li>Vast Market Opportunity </li></ul></ul><ul><ul><li>Lots of money spent online </li></ul></ul><ul><ul><li>Online spend rising 35% annually </li></ul></ul><ul><ul><li>17% of the retail £ is spent online </li></ul></ul>
  32. 39. £ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
  33. 40. World Wide Web – The World Wide WHY! <ul><ul><li>Vast Market Opportunity </li></ul></ul><ul><ul><li>Lots of money spent online </li></ul></ul><ul><ul><li>Online spend rising 35% annually </li></ul></ul><ul><ul><li>17% of the retail £ is spent online </li></ul></ul><ul><ul><li>People spend more and more time online </li></ul></ul><ul><ul><li>New ways of working </li></ul></ul>
  34. 41. Anytime Anyplace Anywhere
  35. 42. The Rudiments The right name The right site
  36. 43. Choosing a name <ul><li>What name could you use? Business name Service name Product name </li></ul><ul><li>Short is good </li></ul><ul><li>Think about how and where it will be used Print In conversation </li></ul>
  37. 44. Choosing a name – The Good www.diy.com www.bbc.co.uk www.cadbury.co.uk www.wispa.co.uk www.formula1.com www.tesco.co.uk
  38. 45. Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk
  39. 46. Choosing a name – The Ugly www.speedofart.com
  40. 47. Choosing a name – The Ugly www.whorepresents.com
  41. 48. Choosing a name – The Ugly www.penisland.net
  42. 49. The Rudiments The right site
  43. 50. Design Rudiments #1 Speed
  44. 51. <ul><li>Download quickly (3 – 5 seconds) </li></ul>Design rudiments 1/ Fast to load
  45. 52. Design Rudiments #2 Easy to navigate
  46. 53. Design rudiments 2/ Navigation <ul><li>Simple, Logical, Intuitive </li></ul>
  47. 54. Design rudiment No. 3 Compelling Content WHY? Visitors don’t read – they scan Visitors need to “get it” almost instantly Visitors need to know you can meet their needs Visitors need to know WHY they should use you Visitors need to TOLD what to do
  48. 55. Grab the Attention A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
  49. 56. Marketing – what we know In 1873, John Wanamaker, father of the department store said 50% of marketing works We don’t know which 50% …… .however, this is the traditional view in a pre-internet world!
  50. 57. Marketing – what we know Everything on the internet can be measured You just have to know how If it can’t be measured – it’s probably not worth doing
  51. 58. The route to your website Search Email Networking Viral SMS Blogging Video Paid Search
  52. 59. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  53. 60. Social Networks
  54. 62. Online Networking - Why <ul><li>Reach new audiences </li></ul><ul><li>Facebook – 350m </li></ul><ul><li>MySpace – 110m </li></ul><ul><li>Twitter – 60m </li></ul><ul><li>Bebo – 40m </li></ul><ul><li>LinkedIn – 55m </li></ul><ul><li>Plaxo – 15m </li></ul><ul><li>Ecademy – 12m </li></ul>
  55. 63. Who are “Generation Y”? <ul><li>Baby Boomers – 1946 to 1964 </li></ul><ul><li>Generation X – 1965 – 1982 </li></ul><ul><li>Generation Y </li></ul><ul><ul><ul><ul><li>born after 1984 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>8m in UK alone </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Techno “savvy” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Technology is embedded in lifestyle </li></ul></ul></ul></ul>
  56. 64. Social Networks – Business Benefits <ul><li>Reach out to new audiences and markets </li></ul><ul><li>Reach out to existing markets </li></ul><ul><li>Better understanding of related markets </li></ul><ul><li>Relative low cost of entry </li></ul><ul><li>Possible high return </li></ul>
  57. 65. Social Networks – Build your profile Have a good look around and see how things work Set up an account and build your profile
  58. 66. Social Networks – Build your profile
  59. 67. Social Networks – Build your profile Have a good look around and see how things work Set up an account and build your profile Look for “friends” to invite and link with Post to your wall
  60. 68. Social Networks – Build your profile - Groups <ul><li>Search for Groups </li></ul><ul><li>Join some groups </li></ul><ul><li>Start your own group </li></ul><ul><li>Post comments on Discussion Boards </li></ul><ul><li>Link back to your website </li></ul>
  61. 69. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  62. 70. Business Networks
  63. 71. Why Business Networks? <ul><li>LinkedIn – 55 million registered users </li></ul><ul><li>Plaxo – 15 million registered users </li></ul><ul><li>Ecademy – 12 million registered users </li></ul><ul><li>Xing – 6 million registered users </li></ul>OPPORTUNITY!
  64. 72. Business Networks – 6 Degrees of Separation
  65. 73. Business Networks
  66. 74. Business Networks
  67. 75. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  68. 77. Viral Marketing – How & Why <ul><li>Get other people to do your marketing for you </li></ul><ul><li>It’s free </li></ul><ul><li>Give them something in return if possible </li></ul>
  69. 78. Viral Marketing – How & Why 20 400 20 x 20 400 x 20 8000 8000 x 20 160,000 160,000 x 20 3.2m
  70. 79. Viral Marketing
  71. 80. Viral Marketing -How <ul><li>Refer a friend </li></ul><ul><li>Competitions </li></ul><ul><li>Video </li></ul>
  72. 81. Britain’s Got Talent Susan Boyle Over 70m viewings in 1 week
  73. 82. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  74. 84. Video Marketing <ul><li>YouTube – 1Bn videos watched………..DAILY </li></ul><ul><li>Video results appearing in Google Search </li></ul>= You’ve been framed! Business Opportunity 2nd most searched site on the internet
  75. 85. Video Marketing
  76. 86. Video Marketing
  77. 87. Social Networks – YouTube case study www.beadsbylili.com North Wilts based (Chippenham) Launched November 2005 Selling beads for jewellery on line Working from home Features self produced video tutorials Videos posted to YouTube Was a “featured video” on global YouTube home page Video views jumped from 24,499 to 232,389 in 24 hours Website visitors jumped from 200 / day to 3,000 per day for 3 days
  78. 88. Your Video <ul><li>Look for an angle </li></ul><ul><li>Look for the competition </li></ul><ul><li>Get a feel for YouTube </li></ul><ul><li>Think how else it could be used </li></ul>Video Marketing
  79. 89. Your Video Video Marketing
  80. 90. Your Video <ul><li>Prepare prepare prepare </li></ul><ul><ul><ul><li>Prepare and learn your script </li></ul></ul></ul><ul><ul><ul><ul><li>use cue cards </li></ul></ul></ul></ul><ul><ul><ul><li>Prepare your location </li></ul></ul></ul><ul><ul><ul><ul><li>quiet and free from disturbance </li></ul></ul></ul></ul><ul><ul><ul><li>Prepare yourself </li></ul></ul></ul><ul><ul><ul><li>Get filming </li></ul></ul></ul>Video Marketing
  81. 91. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  82. 92. Email Marketing
  83. 93. Why Email Marketing? <ul><li>Build Loyalty </li></ul><ul><li>Remind former clients that you are still around </li></ul><ul><li>Advise clients of full range of services </li></ul><ul><li>Provide easy access to latest – news/advice/offers </li></ul>
  84. 94. Why Email Marketing? It’s Not Expensive
  85. 95. Why Email Marketing? It’s Effective
  86. 96. Why Email Marketing? Sector Sent Delivery Open Rate CTR Response B2C Acquisition 100% 91% 29% 27% 6% B2C Retention 100% 91% 32% 28% 12% B2B Acquisition 100% 88% 32% 25% 4% B2B Retention 100% 90% 37% 30% 13% Source – DMA Email Marketing Benchmarks Survey
  87. 97. Why Email Marketing? <ul><li>over 95% of site visitors = “Window Shoppers” </li></ul><ul><li>x 6 – the cost of winning new clients </li></ul><ul><li>Web users like them (over 95% have subscribed) </li></ul><ul><li>65% have made a purchasing decision </li></ul><ul><li>37% find the invaluable </li></ul>
  88. 98. Email Marketing – Key Elements to success <ul><li>Develop your database </li></ul><ul><ul><ul><li>Existing Client Data </li></ul></ul></ul><ul><ul><ul><li>Encourage Subscription through website </li></ul></ul></ul><ul><ul><ul><ul><li>Offer enticement to subscribe </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Exclusive deals, Top Tips, early access to information </li></ul></ul></ul></ul><ul><ul><ul><li>Subscription through other routes </li></ul></ul></ul>
  89. 99. Email Marketing – Key Elements to success <ul><li>Quality Content </li></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Tailored </li></ul></ul><ul><ul><li>GRAB attention </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Monitor, Monitor, Monitor </li></ul></ul><ul><ul><li>Legal </li></ul></ul>
  90. 100. Email Marketing – Measure by Measure <ul><li>What can be measured </li></ul><ul><ul><li>Number of emails sent </li></ul></ul><ul><ul><li>Number of bounces </li></ul></ul><ul><ul><li>Number opened </li></ul></ul><ul><ul><li>Number deleted without opening </li></ul></ul><ul><ul><li>Action taken </li></ul></ul>
  91. 101. Email Marketing – Measure by Measure
  92. 102. Email Marketing – The Law <ul><li>Pre-existing relationship </li></ul><ul><li>Opt in or Double Opt in </li></ul><ul><li>Sender is clearly identified </li></ul><ul><li>Unsubscribe instructions with EVERY email </li></ul><ul><li>No consent = SPAM </li></ul><ul><li>Anti-Spam laws apply to Individuals andy.poulton@hotmail.com = individual andy.poulton@businesslinksw.co.uk = corporate </li></ul>
  93. 103. Email Marketing – Tools <ul><li>Groupmail www.infacta.com </li></ul><ul><li>Vertical Response www.verticalresponse.com </li></ul><ul><li>Constant Contact www.constantcontact.com </li></ul><ul><li>iMailer www.emailtools.co.uk </li></ul><ul><li>Reality Mail www.realitymail.co.uk </li></ul><ul><li>Mailing Manager www.mailingmanager.com </li></ul><ul><li>Graphic Mail www.graphicmail.co.uk </li></ul>
  94. 104. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  95. 106. Blogging – Why <ul><li>An easy way to update latest news </li></ul><ul><li>An informal way of communicating </li></ul><ul><li>Helps with the search engine position of your website </li></ul><ul><li>Opens your business to a wider audience </li></ul><ul><li>Helps keep your clients updated </li></ul>
  96. 107. Blogging – When When you have something to sell When you have something new to offer When something changes When you have some news When you have something to say
  97. 108. It’s really easy to set up and run a blog 1/ Sign up 2/ Choose a look 3/ Get typing
  98. 109. Blogging – Where www.blogger.com www.wordpress.com www.typepad.com www.movabletype.com
  99. 110. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  100. 111. TWITTER
  101. 113. Twitter – This year’s Media “Big Thing”?
  102. 114. Twitter – This year’s Media “Big Thing”?
  103. 115. The route to your website Search Email Networking Viral SMS Blogging Video Paid Search TWITTER Twitter – Genuine Internet “Next Big thing”
  104. 116. Twitter – The Emperor’s New Clothes
  105. 117. Twitter – Why <ul><li>Easy to use </li></ul><ul><li>Easy way to keep in touch </li></ul><ul><li>A way to reach potentially large market </li></ul><ul><li>Short sharp communication tool </li></ul>
  106. 118. Twitter – Micro Blogging or Social Networking
  107. 119. Twitter – Updating 140 Characters only Applications SMS Web Email iPhone SmartPhone
  108. 120. Twitter – Who International companies Cisco IBM Dell Informational Services Nasa Marketing Donut Startup Donut Respected News Services BBC CNN Daily Telegraph Swindon Evening Advertiser Celebrities Demi Moore Oprah Stephen Fry Jonathan Ross Britney Spears Small Businesses William Grant – FoxGrant Warren Cass – Business Scene Lindsay Smith – Team Pixie Fiona Davies – Flame Interiors Anthony Lloyd – Fallowfields Hotel Neil Ryder – If Only Bryony Thomas – Clear Thought Consulting Politicians Anne Snelgrove David Drew Jim Knight Kerry McCarthy Parmjit Dhanda
  109. 121. Twitter – In Business
  110. 122. Twitter – How Go to www.twitter.com
  111. 123. Twitter – How Write a short profile
  112. 124. Twitter – How Find People to Follow
  113. 125. Twitter – How Retweeting – Going Viral on Twitter 579 912 ------ 1,491 1,491 30,744 ------ 32,235
  114. 126. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Summary
  115. 127. Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk Thank You

×