Marketing, Advertising & PR on a Tight Budget

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Presentation given at New England Xpo for Business (part of a panel discussion) on May 18, 2010

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Marketing, Advertising & PR on a Tight Budget

  1. 1. Marketing, Advertising & PR on a Tight Budget New England Xpo for Business May 18, 2010
  2. 2. 3 basic truths: 2
  3. 3. 1 People prefer doing business with people/companies that they know and like. 3
  4. 4. 2 We are constantly bombarded by marketing messages —and we’re getting pretty damn good at tuning them out. 4
  5. 5. 3 “Hope” is not a good marketing strategy. 5
  6. 6. 3 basic questions: 6
  7. 7. 1 Does your product/service market itself? We don’t recommend this.! 7
  8. 8. 2 Are you making it insanely easy for your fans to tell the world how awesome you are? 8
  9. 9. 3 What are you doing to build and maintain momentum? 9
  10. 10. A few great examples: 10
  11. 11. Case
Study
 Before 451 Marketing:   Website was simply an “online brochure”   Leads received from website = ZERO   Minimal positive press   Web traffic = 4,500 visitors/month 11
  12. 12. 451 Marketing Approach: •  Search (paid and natural) marketing •  Public relations •  Search-leveraged public relations •  Social media marketing •  Content development 12
  13. 13. 451 Marketing Approach (continued): •  Setup (in)efficient frontiers Blog •  http://inefficientfrontiers.wordpress.com/ •  Created LinkedIn Group “New England CFO’s” •  setup Facebook recruiting page •  Pitched firm’s thought leaders to targeted media outlets •  Began paid online campaign •  Distributed search-optimized press releases •  Distributed content through social media channels 13
  14. 14. Results: •  Blog receives almost 2,000 visitors/month •  Website traffic almost doubled •  Tremendous media coverage! •  The Boston Globe, BusinessWeek, Boston Business Journal, New York Times, Forbes & many others •  1st page search results for their top 20+ keywords. 14
  15. 15. Results (continued): •  2008 Q4 was one of their best for new business engagements •  Over $2 Million in business during December and January •  15-30 leads/mo. through website 15
  16. 16. Consultec Moving Notice   Attention-worthy & fun!   A “keepsake” vs. a throw-away   Rave reviews & lots of buzz 16
  17. 17. Samsung Telus Campaign   “Experience” vs. advertising   Activated both traditional media & word-of-mouth buzz 17
  18. 18. More low/no cost ideas: 18
  19. 19. Website/blog •  Encourage/facilitate sharing with social bookmark links (Digg, Tweet, Buzz, etc.) •  Start blogging! •  Create & share content (posterous.com is a great, easy tool for this!) •  Is your customer base always on the road? Make sure your website/blog is optimized for mobile devices. •  Offer >1 way to connect (RSS, social profiles, mobile alerts, etc.) 19
  20. 20. Video, audio & other media •  Experiment with video press releases (don’t replace text, just add video). •  Create shareable, shareworthy content—not just about your product/service (that’s just an ad!), but about relevant topics your customers care about. •  Make great decks? Share them on Slideshare and/or Scribd.com. •  Experiment with live video via sites like uStream.tv or Qik on a cell phone. •  Make sure all your videos and media are embeddable and shareable. 20
  21. 21. Social Networks •  Identify existing communities, social networks, and forums that will be interested in your product / service—and build relationships on their turf. •  Start a community group on Facebook, Ning, MySpace or LinkedIn. •  Use Twitter as a way to show your company’s personality, find and connect with potential and existing customers and fans, and engage them in conversation. •  Experiment with Flickr and/or YouTube groups to build media for specific events. •  Find bloggers and podcasters whose work you admire, and engage them in an authentic, relevant way. 21
  22. 22. Monitoring (aka “listening”) •  Use conversation monitoring tools to glean how people are talking about your product/service/brand. •  Search Twitter for customer insights on your product, competitors, and industry. •  Look beyond traffic volume. Where are people are coming from and what are they responding to? •  Track your inbound links and when they come from blogs, be sure to comment on a few posts and build a relationship with the blogger. •  Turn complaints and negative posts into victories by genuinely addressing the issues and grievances in a public forum. 22
  23. 23. Foursquare & Location-Based Services •  Is your business on Foursquare? It should be. •  Engage with the people who “check in.” Reward them with special offers, coupons, badges, “shout outs” etc. •  Consider running a campaign via Gowalla or SCVNGR. 23
  24. 24. Infiltrate Now! www.brandinfiltration.com

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