Camden chamber of commerce meeting


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Presentation on effective marketing for small business presented to the Camden Chamber of Commerce

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Camden chamber of commerce meeting

  1. 1. How to build a brand on a small budget Camden Chamber Meeting November 2010 Michelle Gamble Chief Angel
  2. 2. Marketing Angels <ul><li>Affordable Marketing Managers/Directors for growing businesses </li></ul>
  3. 3. The Marketing Process REPORTING Track and Measure Effectiveness
  4. 4. Think about your own brand Does it work hard enough for you? Does it say how you are different? Does it say what people want to hear? Does it say what you do? Does it reflect what customers say?
  5. 5. Branding Tool <ul><li>CI = brand + positioning </li></ul>Brand Positioning
  6. 6. Why does it matter? <ul><li>high brand awareness = low cost of acquisition </li></ul>
  7. 7. Your Website Direct /Ads Email Social Media Search Referral/WOM
  8. 8. Make sure you can be found when people are Searching
  9. 9. Use email marketing
  10. 10. Think about how else people will find you online ?
  11. 11. Have some tools to engage people online
  12. 12. It isn't just what you know, and it isn't just who you know. It's actually who you know, who knows you , and what you do for a living ..
  13. 13. Gather a crowd
  14. 14. Network online
  15. 15. Who can you partner with to create new ways to reach your target market?
  16. 16. How can you give people a taste of what you have to offer ?
  17. 17. Low cost ways of generating awareness Don’t be afraid of the Microphone
  18. 18. Unleash the Author within
  19. 19. Can you Get yourself in the press
  20. 20. Don’t be scared to invest
  21. 21. Have a plan so you can focus on the priorities
  22. 22. #1 Priority Return on Investment (ROI) By Channel Channel # Leads Conv Rate # Sales $ Revenue $ Cost % ROI Print Radio Website (Branded) Organic/SEO (Unbranded) PPC Referring Websites…
  23. 23. Measuring sucess
  24. 24. Paint a picture of what you need to achieve
  25. 25. What should you be measuring?
  26. 26. Basic Model
  27. 27. Free/really cheap tools Software as a service solutions Good for small number of users Customisation can be minimal
  28. 28. Other tools
  29. 29. Don’t forget
  30. 30. Some rules of thumb <ul><li>Direct Mail </li></ul><ul><ul><li>To new prospects = 1% </li></ul></ul><ul><ul><li>To current customers = 2% </li></ul></ul><ul><li>You can increase response by 25% if followed up </li></ul><ul><ul><li>Postcards </li></ul></ul><ul><ul><li>Telemarketing </li></ul></ul><ul><ul><li>Email </li></ul></ul>
  31. 31. Some rules of thumb <ul><li>Email Marketing </li></ul><ul><ul><li>Click through rates = 5.1 – 10% </li></ul></ul><ul><ul><li>Sales 2.1% - 10% of click throughs </li></ul></ul><ul><ul><li>Personalised URL’s can improve response by 100- 130% </li></ul></ul><ul><ul><li>Social media sharing buttons can increase click-throughs by 30% </li></ul></ul>
  32. 32. Some rules of thumb <ul><ul><li>Frequency is key to performance for these tactics </li></ul></ul><ul><ul><li>In print inserts generally perform better than “off the page” </li></ul></ul><ul><ul><li>Drive respondents to online for improved measurement </li></ul></ul><ul><ul><li>Have an offer </li></ul></ul>
  33. 33. <ul><li>Leads & sales by channel </li></ul><ul><li>Leads & sales by region </li></ul><ul><li>Type of lead (e.g. SME vs Corporate) </li></ul><ul><li>Leads & sales by sales person </li></ul><ul><li>Leads & sales by value </li></ul><ul><li>Stage in the sales cycle </li></ul><ul><li>Client satisfaction </li></ul><ul><ul><li>Review monthly with a view to understanding cost of each lead and sale </li></ul></ul>What to Track
  34. 34. Get a resource or a coach
  35. 35. Be fearless Be focussed Be relentless Be consistent
  36. 36. Happy Marketing! www. 56 Page e-guide $11.95