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Great Marketing Workshop For Post Grad Event


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Why should only the big companies with the big ideas make the big profits?

How can you have high impact marketing at a low cost?

When could it be better to use your wits rather than just your wallet?

What’s the big idea about "marketing small"? What is Guerrilla marketing?

If you can answer these questions, have a low cost marketing plan which gets you big results and own a business that is makes all the money you want it to – then don’t come to this workshop. You’re already doing Guerrilla marketing.

However, if you are like most business owners with a real passion and drive to achieve, mixed with a knowledge of your product / service with little ‘in the field guerrilla ’ marketing know how, then maybe this has been made especially for you.

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Great Marketing Workshop For Post Grad Event

  1. 1. Copyright (c) 2012
  2. 2. How to BE GREAT at marketing your business when you start. Ok we only have 55 minutes. So plan is: 7 sections / 7 mins / 3 min QnA. It will NOT work – so we will do as much as we can  Copyright (c) 2012
  3. 3. What does BE GREAT stand for? <ul><li>The B in BE GREAT = Budget </li></ul><ul><li>The E in BE GREAT = Emotions </li></ul><ul><li>The G in Great Marketing = Guerrilla </li></ul><ul><li>The R in Great Marketing = Relationships </li></ul><ul><li>The E in Great Marketing = Electronic </li></ul><ul><li>The A in Great Marketing = Adwords </li></ul><ul><li>The T in Great Marketing = Together </li></ul>Copyright (c) 2012
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  8. 8. Always run my own businesses ideas to make money from the age of 12 Car washing Computers Events Club Promotions Societies Always working in Marketing / PR. Copyright (c) 2012
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  20. 20. To Mexico Copyright (c) 2012
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  24. 24. Came home Copyright (c) 2012
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  30. 30. And more... Now we are nationwide. Even more we are now International (Off to Nigeria) I do talks for BIS, private trainings for companies, and mentoring. Have helped over 3000 SME’s so far and plan to help 12,000 before the end of 2012. Copyright (c) 2012
  31. 31. Just search for “Dan Sodergren” Copyright (c) 2012
  32. 32. Doing talks with people like: “ How can I beat that guy!” Copyright (c) 2012
  33. 33. Doing talks with people like: Copyright (c) 2012
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  35. 35. Even advising Ex Dragon’s too Copyright (c) 2012
  36. 36. As I run my own digital agency <ul><li>Quote from Doug Richard – high tech ex Dragon. </li></ul><ul><li>“ Dan’s digital marketing work is uncommonly good. </li></ul><ul><li>“ We use his company and his training for our expanding range of products and services.” </li></ul>Copyright (c) 2012
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  38. 38. Has everyone got one of these? Copyright GMW 2010 © for hand out notes email [email_address] Copyright (c) 2012
  39. 39. Has everyone got one of these? Copyright (c) 2012
  40. 40. Has everyone got one of these? Copyright (c) 2012
  41. 41. A question for today is: Who said: Know thyself? The person who said it and the year. Nearest wins….. Something great. Copyright (c) 2012
  42. 42. My other question to you is: What kind of person are YOU? <ul><li>Put the following 5 animals in the order of your preference. </li></ul><ul><li>Cow </li></ul><ul><li>Tiger </li></ul><ul><li>Sheep </li></ul><ul><li>Horse </li></ul><ul><li>Pig </li></ul><ul><li>This will define your priorities in your life. </li></ul>Copyright (c) 2012
  43. 43. Put the following 5 animals in the order of your preference. Cow Signifies CAREER Tiger Signifies PRIDE Sheep Signifies LOVE Horse Signifies FAMILY Pig Signifies MONEY Copyright (c) 2012
  44. 44. The plan for today. <ul><li>Budget: Can you market for free? </li></ul><ul><li>Emotion state: Entrepreneur thought and the difference it makes. </li></ul><ul><li>Guerrilla marketing: Principles and ideas. </li></ul><ul><li>Relationship marketing: maybe a different way of thinking. </li></ul><ul><li>E – marketing: some basic MUST do’s with SEO and PPC. </li></ul><ul><li>Active Marketing: social media and networking. </li></ul><ul><li>Together Marketing: concept partners and bringing it all together. </li></ul>Copyright (c) 2012
  45. 45. Before you start – BUDGET! The B in Great Marketing Is remembering to BUDGET! Copyright (c) 2012
  46. 46. The B in BE GREAT is BUDGET <ul><li>Budget: can you market for free? </li></ul><ul><li>In all marketing and in everything in the world. </li></ul><ul><li>There are only three things. </li></ul><ul><li>Money, </li></ul><ul><li>Time, </li></ul><ul><li>Effort / Energy / Love. </li></ul><ul><li>First thing, you must do as a GREAT marketeer is work out is which one do you have the most of? </li></ul>Copyright (c) 2012
  47. 47. Money Copyright (c) 2012
  48. 48. Time Copyright (c) 2012
  49. 49. Love Copyright (c) 2012
  50. 50. The B in BE GREAT is BUDGET <ul><li>Budget: can you market for free? </li></ul><ul><li>Any one who tells you, you can is selling something. </li></ul><ul><li>Today is not about selling anything. </li></ul><ul><li>And as talking about that – what is the difference between marketing and sales? </li></ul><ul><li>Answer in. </li></ul><ul><li>So how do you work out your marketing budget? </li></ul>Copyright (c) 2012
  51. 51. It’s all about ROI. <ul><li>ROI is Return on Investment. </li></ul><ul><li>How many times would you give me £1. </li></ul><ul><li>IF.... </li></ul><ul><li>I gave you £10 in return? </li></ul><ul><li>Simple isn’t it? </li></ul><ul><li>As many times as you could get the £1 to me. </li></ul><ul><li>This is modern marketing. </li></ul><ul><li>Modern marketing must be you GIVE first. </li></ul>Copyright (c) 2012
  52. 52. So what can you give? <ul><li>Ever strategy will take something differently. </li></ul><ul><li>Social media is HOT, HOT, HOT today. </li></ul><ul><li>What does it take? </li></ul><ul><li>Some people think you should do radio ads? </li></ul><ul><li>What do they take? </li></ul><ul><li>And others think you should ‘press the flesh’ </li></ul><ul><li>What does that take? </li></ul><ul><li>Today, we cannot do strategies for you. </li></ul>Copyright (c) 2012
  53. 53. Entrepreneurial Mindset The E in Great Marketing Is Emotions or Entrepreneurs I tweet about this all the time. Go find me on Copyright (c) 2012
  54. 54. What is Entrepreneurialism? <ul><li>Richard Branson: classic branded Entrepreneur says: </li></ul><ul><li>‘ Entrepreneurialism isn’t getting one over on your customer, </li></ul><ul><li>it’s not about working on your own, </li></ul><ul><li>it’s not about looking out for number one, </li></ul><ul><li>it’s about turning what excited you in life into capital’ </li></ul><ul><li>I say into cash…. </li></ul><ul><li>This is what creative businesses are all about. </li></ul><ul><li>It is different from enterprise – which could be working for someone else / in the industry. </li></ul>Copyright (c) 2012
  55. 55. It’s all to do with our Emotions. <ul><li>Our emotions and our thoughts control our destiny. </li></ul><ul><li>Especially when it comes to our marketing. </li></ul><ul><li>We have to realise that marketing is emotional. </li></ul><ul><li>Each moment, each decision, is emotional. It is NOT logical. </li></ul><ul><li>Do people buy things on wants / desires? </li></ul><ul><li>Or their needs / fears...? </li></ul><ul><li>It’s all about psychology…. And not ours but that of our potential customers. </li></ul>Copyright (c) 2012
  56. 56. Guerrilla Marketing The G in Great Marketing Copyright (c) 2012
  57. 57. Guerrilla Marketing <ul><li>Guerrilla Marketing – term invented by Jay Conrad Levinson – the man’s a genius </li></ul><ul><li>Love it – the basis of all great marketing and of my own great marketing in the past and the future. </li></ul><ul><li>In fact, it was only when e-marketing started to obey the basic principles of guerrilla marketing with social media and PPC did we as a company get involved in it again. </li></ul><ul><li>And now mobile is coming into this world – and especially mobile apps. </li></ul>Copyright (c) 2012
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  59. 59. What is Guerrilla marketing? <ul><li>Think….. </li></ul><ul><li>Warfare…. </li></ul><ul><li>Who were known as Guerrilla Fighters? </li></ul><ul><li>Ninjas vs. Samurai, </li></ul><ul><li>The freedom fighters of Cuba, </li></ul><ul><li>The Viet cong vs. the Americans, </li></ul><ul><li>The Jedi knights vs.. the Imperial forces. </li></ul><ul><li>Basically those with no money vs. those with </li></ul><ul><li>Which ones are we…..? </li></ul>Copyright (c) 2012
  60. 60. Traditional Marketing vs. GM <ul><li>What would traditional marketing use? </li></ul><ul><li>Expensive </li></ul><ul><li>Newspaper adverts </li></ul><ul><li>Radio </li></ul><ul><li>TV </li></ul><ul><li>Billboards </li></ul><ul><li>SEO </li></ul><ul><li>Any thing that costs lots to impress </li></ul><ul><li>Anything which is meant to teach people to buy. </li></ul>Copyright (c) 2012
  61. 61. What would Guerrilla marketing use? <ul><li>Customer focused </li></ul><ul><li>Targeted Flyers </li></ul><ul><li>Shock tactics </li></ul><ul><li>PPC / Adwords </li></ul><ul><li>Direct response advertising </li></ul><ul><li>Competitions </li></ul><ul><li>Social networking </li></ul><ul><li>Anything which creates a positive emotional response, not just cheap stuff! </li></ul>Copyright (c) 2012
  62. 62. The Psychological Principles of Guerrilla Marketing: <ul><li>Commitment, </li></ul><ul><li>Effort, </li></ul><ul><li>Simplicity, </li></ul><ul><li>Patience, </li></ul><ul><li>Knowing your customer, </li></ul><ul><li>Psychology, </li></ul><ul><li>Clever language use, </li></ul><ul><li>Rewards and profit. </li></ul><ul><li>We win the hearts before we win the minds! </li></ul>Copyright (c) 2012
  63. 63. Guerrilla Marketing There are over 100 different guerrilla marketing principles, tactics and strategies. Copyright (c) 2012
  64. 64. Guerrilla Marketing Principle - Patience Strategy - Targeted Tactic – Using Psychology Copyright (c) 2012
  65. 65. Key principle <ul><li>Using psychology. </li></ul><ul><li>The more you know your customer the better. </li></ul><ul><li>The more you can get into their heads the better. </li></ul><ul><li>The more you get into their hearts the better. </li></ul><ul><li>It’s about adding High Impact. </li></ul><ul><li>Positive, personal impact. </li></ul><ul><li>Stuff people remember and remark upon. </li></ul><ul><li>Ideas that are selfless and over deliver </li></ul>Copyright (c) 2012
  66. 66. What Guerrilla Marketing is not <ul><li>GM got a repudiation for </li></ul><ul><li>Shock tactics </li></ul><ul><li>Rude stuff </li></ul><ul><li>Street marketing </li></ul><ul><li>Alternative marketing </li></ul><ul><li>But most of this forgets some of the principles </li></ul><ul><li>Some of this is just clever advertising it is NOT guerrilla marketing. </li></ul>Copyright (c) 2012
  67. 67. What guerrilla marketing is not <ul><li>GM is not shocking people for the sake of it. </li></ul><ul><li>It is not doing something outside. </li></ul><ul><li>It is not doing something cheaply. </li></ul><ul><li>It is not mass advertising. </li></ul><ul><li>These are not the principles of guerrilla marketing. </li></ul><ul><li>GM doesn’t have to be small either. </li></ul><ul><li>And Great Guerrilla Marketing is not just cheap. </li></ul>Copyright (c) 2012
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  69. 69. GMW is NOT <ul><li>When it’s mainly about you. </li></ul><ul><li>When you think it’s cool. </li></ul><ul><li>Something new for new’s sake. </li></ul><ul><li>BUT if it gets you into the NEWS then its great. </li></ul><ul><li>We gonna talk to you about PR stuff later. </li></ul><ul><li>Check out these and think which ones are GM and which ones just clever adverts. </li></ul>Copyright (c) 2012
  70. 70. Are these Guerrilla Marketing? Copyright (c) 2012
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  74. 74. And these...? Copyright (c) 2012
  75. 75. Remember the principles. <ul><li>commitment, </li></ul><ul><li>effort, </li></ul><ul><li>simplicity, </li></ul><ul><li>patience, </li></ul><ul><li>knowing your customer, </li></ul><ul><li>psychology, </li></ul><ul><li>clever language use, </li></ul><ul><li>rewards and profit. </li></ul><ul><li>In essence : </li></ul><ul><li>We win the hearts before we win the minds! </li></ul>Copyright (c) 2012
  76. 76. Why does this work so well? Copyright (c) 2012
  77. 77. Question Time. Any questions? Cool if not. Copyright (c) 2012
  78. 78. Guerrilla Marketing Principle - Patience Strategy - Targeted Tactic – Using Psychology Copyright (c) 2012
  79. 79. Target demographic – is NOT everyone <ul><li>Remember the old 80 / 20 rule. </li></ul><ul><li>80% of your money will come from 20% of your customers / products / services. </li></ul><ul><li>Don’t quote me on it – as gets down to about 30 / 70 with some web companies but its a good rule of thumb. </li></ul><ul><li>Ok think about that with your own business. </li></ul><ul><li>And then think about Guerrilla Marketing! </li></ul>Copyright (c) 2012
  80. 80. Guerrilla marketing (GM) <ul><li>What is the most important quality for a GM? </li></ul><ul><li>According to the fore father (Jay Conan Livingston) it is </li></ul><ul><li>Patience….. </li></ul><ul><li>Why? </li></ul><ul><li>From total apathy to buying the product or service it takes 9 times… </li></ul><ul><li>The bad news is for every 3 times, your customer on average only listens only once. </li></ul><ul><li>Marketing could take up to 27 interactions. </li></ul>Copyright (c) 2012
  81. 81. If we are having to connect with someone many times, we MUST narrow down the number of people. Copyright (c) 2012
  82. 82. <ul><li>Who is your target demographic? </li></ul><ul><li>Have a think – or if you have been trading for a while go look at your figures. </li></ul><ul><li>Most people say – it’s everyone. </li></ul><ul><li>This is nonsense – look for your ideal customer – the one who loves you – comes back and BUYS from you. </li></ul><ul><li>Not the lookers – the buyers. </li></ul><ul><li>If B2B it could be type of businesses and buyers. </li></ul>So who is yours? Copyright (c) 2012
  83. 83. Have we ran out of time? If not then let’s move on and do more! Copyright (c) 2012
  84. 84. Relationship Marketing The R in Great Marketing Copyright (c) 2012
  85. 85. Relationship Marketing Not just with your market place, but with your real customers, the press and everyone else. Copyright (c) 2012
  86. 86. When you get the right customers Then you can really make a difference. With their “Life Time Value”. Copyright (c) 2012
  87. 87. How much is each customer? Copyright (c) 2012
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  96. 96. How much really? Copyright (c) 2012
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  98. 98. Think about the Life Time Value. <ul><li>My hair – needs doing. </li></ul><ul><li>You can see that – right  </li></ul><ul><li>It costs me around £80 a go </li></ul><ul><li>6 times a year </li></ul><ul><li>Suddenly I am worth £500 a year (just about) </li></ul><ul><li>How long will I stay with my hairdresser? </li></ul><ul><li>3 – 5 years? </li></ul><ul><li>So am I worth getting to know? </li></ul><ul><li>I am worth some £2500. </li></ul>Copyright (c) 2012
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  100. 100. So work out your customers LTV <ul><li>Or it might be just the Annual Time Value. </li></ul><ul><li>And if they only buy from you once ever. </li></ul><ul><li>Then perhaps look at this. </li></ul><ul><li>Get a feel for perhaps introducing in another product or service. </li></ul><ul><li>Make sure you have an upsell or a cross sell. </li></ul><ul><li>As it could cost you £5 – £500 to get the customer to have that meeting with you. </li></ul><ul><li>Or make that initial purchase. </li></ul><ul><li>Letting them go now is bad Relationship Marketing. And we want you to BE GREAT. </li></ul>Copyright (c) 2012
  101. 101. Have we ran out of time? If not then let’s move on and do more! Copyright (c) 2012
  102. 102. The E in Great Marketing Electronic marketing – the opportunity of 1000 lifetimes. Copyright (c) 2012
  103. 103. The E – in Be Great = E - marketing <ul><li>Everyone has a website – an Electronic presence. </li></ul><ul><li>Where does your E site / website fit into your marketing strategy – into your route to market. </li></ul><ul><li>Has it been designed for you, or for your customers? </li></ul><ul><li>Have you market researched the colours, the font, the feel, how people use it? </li></ul><ul><li>Do you really need a website or just a web presence? </li></ul><ul><li>What should your e-marketing make someone do? </li></ul><ul><li>Even when people find your site – what’s next? </li></ul>Copyright (c) 2012
  104. 104. How will people find your site? <ul><li>Everyone has a website. That’s the problem. </li></ul><ul><li>How will people find your site? </li></ul><ul><li>Through offline processes? What’s the catch? </li></ul><ul><li>Through online processes. How? </li></ul><ul><li>SEO – search engine optimization: </li></ul><ul><li>Links – how many links you have set up – have you a link strategy? </li></ul><ul><li>Blogs – are these to be powerful anymore? </li></ul><ul><li>Keywords – have your found out which ones work? </li></ul><ul><li>Meta tags, alt tags, meta descriptions etc. </li></ul><ul><li>How are you going to use social media? </li></ul>Copyright (c) 2012
  105. 105. Have we ran out of time? If not then let’s move on and do more! Copyright (c) 2012
  106. 106. How’s your…. Copyright (c) 2012
  107. 107. Adwords Marketing The A in Great Marketing (otherwise known as PPC) How to use social media etc without being social  Copyright (c) 2012
  108. 108. A - adwords By this we mean: How are you going to use PPC? Copyright (c) 2012
  109. 109. PPC adverts: where are they? Copyright (c) 2012
  110. 110. How can you use adwords to your advantage? <ul><li>Everyone can do Google adwords – Google PPC </li></ul><ul><li>Adwords is very very cost effective for driving traffic to your site compared to some other mediums. </li></ul><ul><li>But…. More importantly, it’s what you can learn and glean from it. </li></ul><ul><li>Monitoring and market research are key for maximising impact with your marketing. </li></ul><ul><li>Adwords allows you to do this. </li></ul><ul><li>You can do many different ads so you learn the power of your different headlines. </li></ul><ul><li>You can learn more about your own powerful keywords. </li></ul><ul><li>You can look into the competition on keywords and see where there are potential gaps in the market. </li></ul>Copyright (c) 2012
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  112. 112. How Google PPC is so very cost effective compared to TM That’s 169 people to your website for around £30. Flyers usually pull in at a rate of 0.1% to 10% depending on a whole host of factors. Copyright (c) 2012
  113. 113. Let’s work that out. <ul><li>Flyers usually pull in at a rate of 0.1% to 10% depending on a whole host of factors. </li></ul><ul><li>Flyer cost: £300 per 5000. </li></ul><ul><li>Flyer design cost: £100 </li></ul><ul><li>Flyer distribution: around £150 </li></ul><ul><li>5000 flyers at 1% = 50 people to website. </li></ul><ul><li>Flyer cost £450 = around £9 per person to the website plus brand awareness. </li></ul><ul><li>ROI analysis: PPC = 18p per person. </li></ul>Copyright (c) 2012
  114. 114. But it’s not just PPC with Google <ul><li>You can use PPC inside social too. </li></ul><ul><li>It’s how the “free” web pays for itself. </li></ul><ul><li>To create wonderfully targeted campaigns. </li></ul><ul><li>With Facebook – you target the psychographic. </li></ul><ul><li>With Youtube – the demographic. </li></ul><ul><li>With Linkedin – by job and status. </li></ul><ul><li>With Mobile – by the gadget they own and the games they download. </li></ul><ul><li>And with Twitter – Promotions are far too expensive. </li></ul>Copyright (c) 2012
  115. 115. Have we ran out of time? If not then let’s move on and do more! Copyright (c) 2012
  116. 116. T – Togetherness By this we mean: How are you going to each other? Copyright (c) 2012
  117. 117. The T – in Be Great = Togetherness <ul><li>Guerrilla fighters have to fight in certain ways – a big one is they have to live off the land or draw and draw support from the civil population in which they are embedded. </li></ul><ul><li>So who else can help you pay for your war effort…. </li></ul><ul><li>Or more appropriately your business’s need for exposure? </li></ul><ul><li>Who is civil to you? Who shares the same target demographic. </li></ul><ul><li>Think demographic sharing and co-opetition. </li></ul>Copyright (c) 2012
  118. 118. Guerrilla marketing and the power of Concept partners <ul><li>Think of different partners: every business has some i.e. </li></ul><ul><li>suppliers, </li></ul><ul><li>customers, </li></ul><ul><li>People who share your target demographic </li></ul><ul><li>other people in the industry, </li></ul><ul><li>even competitors. </li></ul><ul><li>Think of some for your company. </li></ul><ul><li>Think: Make the pie bigger, not your slice of it…. </li></ul>Copyright (c) 2012
  119. 119. Make the pie bigger Not just your slice of it Copyright (c) 2012
  120. 120. Guerrilla marketing and the power of Concept partners <ul><li>Why do concept partnerships work? </li></ul><ul><li>Your marketing cost less. </li></ul><ul><li>Your marketing can cost you less than half. </li></ul><ul><li>Or you could simply double your exposure. </li></ul><ul><li>The brand association for you is powerful. </li></ul><ul><li>Both parties win from the alliance. </li></ul><ul><li>You can share data from your partnership. </li></ul><ul><li>You can even create a new product / service. </li></ul><ul><li>Examples in real life: </li></ul><ul><li>Even the big brands are at it. </li></ul>Copyright (c) 2012
  121. 121. Mcvities Copyright (c) 2012
  122. 122. Muller Copyright (c) 2012
  123. 123. Become Copyright (c) 2012
  124. 124. So what have we learnt today? B. Budgets. E. Emotions. G. Guerrilla Marketing. R. Relationships and life time value. E. E – marketing: for all your business. A. Adwords: how you can use these. T. Togetherness: concept partnering. Copyright (c) 2012
  125. 125. Have we ran out of time? Probably…. Copyright (c) 2012
  126. 126. Thanks for listening. And thanks to Post Grad event. Copyright (c) 2012