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ProfCat 2011:one - Tasty Marketing

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ProfCat 2011:one - Tasty Marketing

  1. 1. Emma James of Tasty Marketing Putting Together a Marketing Plan… on a Budget                              
  2. 2. What is Marketing? <ul><li>The aim of marketing is to get more from existing customers through cross selling and referrals, plus bringing on board new customers. </li></ul>
  3. 3. Steps to prepare before creating the plan… <ul><li>What do you want to achieve – recognition, enquiries, awareness, new markets, launches, growth. </li></ul><ul><li>What has happened before? </li></ul><ul><li>How do clients find you now? </li></ul><ul><li>What has worked and failed in the past? </li></ul>
  4. 4. Marketing Communications Strategy
  5. 5. Some budget marketing tools… <ul><li>Public Relations </li></ul><ul><li>Is it newsworthy </li></ul><ul><li>Contact local publications </li></ul><ul><li>Write a straight forward press release </li></ul><ul><li>Take a photo – this can make or break the campaign </li></ul><ul><li>Build journalist relationships </li></ul><ul><li>Hold a press event or launch </li></ul>
  6. 6. What is Newsworthy?
  7. 7. Budget marketing tools… <ul><li>Cherish Your Customers </li></ul><ul><li>Celebrate together – hold events and parties – workshops to hospitality or just in house </li></ul><ul><li>Find out what they want – research them / questionnaires </li></ul><ul><li>Tell them what you’re doing – newsletters by email or hard copy </li></ul>
  8. 8. Budget marketing tools… <ul><li>Create Special Offers </li></ul><ul><li>Offer something different – can they buy more or come back again? </li></ul><ul><li>Use seasons as an excuse </li></ul><ul><li>Offer loyalty schemes </li></ul>
  9. 9. Budget marketing tools… <ul><li>Think about Direct Mail </li></ul><ul><li>B2B strength </li></ul><ul><li>Email possibilities </li></ul><ul><li>Team up with other firms </li></ul><ul><li>Timing and message </li></ul><ul><li>Call to action </li></ul><ul><li>Databases </li></ul><ul><li>Lumpymail </li></ul>
  10. 10. Local Marketing Ideas <ul><li>Grab Attention! </li></ul><ul><li>tell a story …………….... </li></ul><ul><li>Humour ………………….. </li></ul><ul><li>Shock ……………………… </li></ul><ul><li>Facts/stats ………………. </li></ul><ul><li>Convenience ……………. </li></ul><ul><li>keep it real………………. </li></ul><ul><li>Memory K.I.S.S ……….. ……………………………… </li></ul><ul><li>recognition, trust and familiarity …………….. ……………………………. </li></ul>
  11. 11. Tips to Lower Costs <ul><li>Use your own database </li></ul><ul><li>Existing customers- more spend and more often </li></ul><ul><li>Use contacts and clients </li></ul><ul><li>Testimonials </li></ul><ul><li>Barter </li></ul><ul><li>Negotiate </li></ul><ul><li>Plan ahead </li></ul><ul><li>Bulk </li></ul><ul><li>Ask for recommendations and referrals </li></ul><ul><li>Relationships </li></ul><ul><li>Review methods and message constantly </li></ul><ul><li>Share contacts and affinities </li></ul>
  12. 12. <ul><li>Thank you </li></ul><ul><li>www.tastymarketing.co.uk </li></ul>

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