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Marketing - in a Monkey nutshell Rob Greenland, UnLtd, 2 September 2008
What do I do? Training - market research, marketing, social business planning Consultancy - social enterprise One to one support In everything, I try to keep things simple Photo from Ant Smallwood via flickr.com
What have I done? University of Leeds - Spanish & French Senda Juvenil Trade for Change Social Enterprise Leeds WYSE School Social Business Consulting A journey from activist to entrepreneur
Trade for Change 1995-2004
The Social Business I blog I think I challenge You respond
Why monkey business? Some really good marketing in the music business Arctic Monkeys - use of myspace.com (by a customer) and free downloads www.bandstocks.com - fans invest in bands All about building relationships - without much money
The seven stage monkey-nutshell plan Identify your market Research your market Segment your market Develop a marketing mix for each segment you will target Think like a customer - think  benefits Come up with some key messages Start building long-lasting relationships
What is marketing? Every contact you make with customers, suppliers and staff The whole business seen from the customer’s point of view Building relationships with customers
Why is marketing important? Because a lot of organisations aren’t very good at it! You’re in competitive markets Part of the cultural shift towards building your business around customers - not funders. Because you are not your customer.
What is a market? A set of all existing and potential buyers of a product or service or The total value of products or services which satisfy the same customer need
Stage 1: Decide what market you’re in Ask what the customer needs
Stage 2: Market research Become a Zulu in your chosen market
How to organise your market research Big picture - size of the market, trends, etc Customers - who are they?  What can you find out about them? Competitors and partners  Then  analyse  your research- and make some  decisions  based on what you’ve found out.
Market research Use blogging software to record your research
Stage 3: Market segmentation Division of a market into different groups of customers who have things in common. Why is it important to do this?
Because customers aren’t all the same! Different customers have different needs If you understand that, you can tailor your services to meet their needs No prizes for guessing what happens when you do treat everyone the same
A two-minute market segmentation
Stage 4 - Develop your marketing mix For each customer group - develop a unique blend of: Product (or service) Price Place (Promotion will come later)
An effective marketing mix
Stage 5 - Turn your features into benefits Think about how your  mix  could benefit the people you serve.  Customers buy benefits, not features. Think like a customer - help them to work out  what’s in it for me ?
Stage 6 - Develop your key messages Your key messages will be based around the benefits that you offer. Try to keep things simple. Think about your tone of voice - one that’s comfortable for you - and appropriate for your market. Try to draw people towards you - don’t push them away with marketing nonesense-speak
To recap Be clear about what market you’re in  Research your chosen market Segment your market Develop your marketing mix - product, price, promotion and place Think like a customer - think benefits Come up with some key messages Now - start building long-lasting relationships
Things that can work well for social entrepreneurs PR - particularly stories in your local media Partnerships - with other organisations which are established in your chosen market Word of mouth - your own mouth and your customers’ mouths! Great service - surprise people! Story-telling - you have a good story.
Other things that might work for you Speak at events Pay per click ads Ongoing research Website Signage/A Frame Mailshot Networking Business cards Affiliates Partnerships Stunt Be friendly Flyers/Posters Talk to people Sponsorship Launch PR - good news Blog E-newsletter Word of mouth
And remember… Just because something works for someone else doesn’t mean it will work for you. Try to stand out from the crowd Think about your target customers - how can you catch their eye? Listen  to people -  ask how they found out about you - then build on that.
www.socialbusinessconsulting.co.uk Lots more resources on all aspects of social business planning Links to other sites Link to today’s presentation
www.thesocialbusiness.co.uk Blog about social enterprise e-newsletter [email_address] 0113 257 3942 07905 800 710
 

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Monkey Nutshell Marketing - for UnLtd

  • 1. Marketing - in a Monkey nutshell Rob Greenland, UnLtd, 2 September 2008
  • 2. What do I do? Training - market research, marketing, social business planning Consultancy - social enterprise One to one support In everything, I try to keep things simple Photo from Ant Smallwood via flickr.com
  • 3. What have I done? University of Leeds - Spanish & French Senda Juvenil Trade for Change Social Enterprise Leeds WYSE School Social Business Consulting A journey from activist to entrepreneur
  • 4. Trade for Change 1995-2004
  • 5. The Social Business I blog I think I challenge You respond
  • 6. Why monkey business? Some really good marketing in the music business Arctic Monkeys - use of myspace.com (by a customer) and free downloads www.bandstocks.com - fans invest in bands All about building relationships - without much money
  • 7. The seven stage monkey-nutshell plan Identify your market Research your market Segment your market Develop a marketing mix for each segment you will target Think like a customer - think benefits Come up with some key messages Start building long-lasting relationships
  • 8. What is marketing? Every contact you make with customers, suppliers and staff The whole business seen from the customer’s point of view Building relationships with customers
  • 9. Why is marketing important? Because a lot of organisations aren’t very good at it! You’re in competitive markets Part of the cultural shift towards building your business around customers - not funders. Because you are not your customer.
  • 10. What is a market? A set of all existing and potential buyers of a product or service or The total value of products or services which satisfy the same customer need
  • 11. Stage 1: Decide what market you’re in Ask what the customer needs
  • 12. Stage 2: Market research Become a Zulu in your chosen market
  • 13. How to organise your market research Big picture - size of the market, trends, etc Customers - who are they? What can you find out about them? Competitors and partners Then analyse your research- and make some decisions based on what you’ve found out.
  • 14. Market research Use blogging software to record your research
  • 15. Stage 3: Market segmentation Division of a market into different groups of customers who have things in common. Why is it important to do this?
  • 16. Because customers aren’t all the same! Different customers have different needs If you understand that, you can tailor your services to meet their needs No prizes for guessing what happens when you do treat everyone the same
  • 17. A two-minute market segmentation
  • 18. Stage 4 - Develop your marketing mix For each customer group - develop a unique blend of: Product (or service) Price Place (Promotion will come later)
  • 20. Stage 5 - Turn your features into benefits Think about how your mix could benefit the people you serve. Customers buy benefits, not features. Think like a customer - help them to work out what’s in it for me ?
  • 21. Stage 6 - Develop your key messages Your key messages will be based around the benefits that you offer. Try to keep things simple. Think about your tone of voice - one that’s comfortable for you - and appropriate for your market. Try to draw people towards you - don’t push them away with marketing nonesense-speak
  • 22. To recap Be clear about what market you’re in Research your chosen market Segment your market Develop your marketing mix - product, price, promotion and place Think like a customer - think benefits Come up with some key messages Now - start building long-lasting relationships
  • 23. Things that can work well for social entrepreneurs PR - particularly stories in your local media Partnerships - with other organisations which are established in your chosen market Word of mouth - your own mouth and your customers’ mouths! Great service - surprise people! Story-telling - you have a good story.
  • 24. Other things that might work for you Speak at events Pay per click ads Ongoing research Website Signage/A Frame Mailshot Networking Business cards Affiliates Partnerships Stunt Be friendly Flyers/Posters Talk to people Sponsorship Launch PR - good news Blog E-newsletter Word of mouth
  • 25. And remember… Just because something works for someone else doesn’t mean it will work for you. Try to stand out from the crowd Think about your target customers - how can you catch their eye? Listen to people - ask how they found out about you - then build on that.
  • 26. www.socialbusinessconsulting.co.uk Lots more resources on all aspects of social business planning Links to other sites Link to today’s presentation
  • 27. www.thesocialbusiness.co.uk Blog about social enterprise e-newsletter [email_address] 0113 257 3942 07905 800 710
  • 28.