Low cost marketing tools


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For small business owners. Low cost and no cost marketing tools you can use to grow your new business.

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Low cost marketing tools

  1. 1. Low Cost Marketing Tools
  2. 2. What We’ll Cover in This Seminar <ul><li>What is marketing? </li></ul><ul><li>Targeting your market </li></ul><ul><li>How to identify your key differentiators </li></ul><ul><li>Low costing marketing tools </li></ul><ul><li>Building your brand </li></ul><ul><li>Developing a marketing message </li></ul>
  3. 3. Marketing Rules <ul><li>You must know your target market </li></ul><ul><li>You must develop a marketing plan </li></ul><ul><li>You must allocate a marketing budget </li></ul><ul><li>Your marketing must be consistent </li></ul><ul><li>You must be patient </li></ul><ul><li>You are in the marketing business </li></ul><ul><li>You must measure the effectiveness of your marketing </li></ul><ul><li>You must use technology </li></ul>
  4. 4. Marketing Rules <ul><li>Use free online media to help you connect with clients </li></ul><ul><li>Train your employees to offer excellent service </li></ul>
  5. 5. What is Marketing? <ul><li>Marketing is everything you do to get customers to purchase your product or service </li></ul><ul><li>It includes: </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Promotion </li></ul></ul>
  6. 6. Market Research <ul><li>To succeed you need to know as much as possible about your market and customer </li></ul><ul><ul><li>Who are your competitors? </li></ul></ul><ul><ul><li>How much do they charge? </li></ul></ul><ul><ul><li>What are their strengths? </li></ul></ul><ul><ul><li>What is the size of the market for your product or service? </li></ul></ul><ul><ul><li>What do customers think about your product or services? </li></ul></ul>
  7. 7. Market Research <ul><ul><li>What trends are taking place in your industry? </li></ul></ul><ul><ul><li>What are your customer’s needs? </li></ul></ul><ul><ul><li>What are the growth opportunities in your industry? </li></ul></ul>
  8. 8. Target Your Market <ul><li>When you market your business you don’t want to use a shotgun approach </li></ul><ul><li>If you market to everyone you end up connecting with no one </li></ul><ul><li>Know your customer </li></ul><ul><li>Know how much they earn </li></ul><ul><li>Know their lifestyles </li></ul><ul><li>Know their buying patterns </li></ul><ul><li>Know where they live </li></ul>
  9. 9. Target Your Market <ul><li>Know what influences their buying decisions </li></ul><ul><li>Know what newspapers, magazines, websites they read </li></ul><ul><li>Find small target markets that you can dominate and become the expert in </li></ul>
  10. 10. Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely. - Jay Conrad Levinson
  11. 11. Why Should Customers Buy From You? <ul><li>What is your competitive edge? </li></ul><ul><li>What is your irresistible offer? </li></ul><ul><li>What differentiates you from your competitors? </li></ul><ul><li>To survive and grow a business you must offer something different, unique or special </li></ul><ul><li>Example </li></ul><ul><ul><li>Unique payment plan, money back guarantee, free support, only pay if there are positive results, try before you buy etc. </li></ul></ul>
  12. 12. One Page Marketing Plan <ul><li>Your target market – ideal customer </li></ul><ul><li>Your marketing goals </li></ul><ul><li>Marketing tools you will use </li></ul><ul><li>Time you will allocate to each </li></ul><ul><li>Your monthly marketing budget </li></ul><ul><li>Your monthly marketing to do list </li></ul><ul><li>Maybe 2 pages </li></ul>
  13. 13. Use an Expert <ul><li>Spend some money on design. You want to look like a pro </li></ul><ul><li>Create marketing materials that attract your customers attention </li></ul>
  14. 14. Develop a Tagline <ul><li>Make it memorable </li></ul><ul><li>Make it relevant </li></ul><ul><li>Make it original </li></ul><ul><li>Examples </li></ul><ul><ul><li>Just do it... Nike </li></ul></ul><ul><ul><li>If it absolutely has to be there overnight.. FedEx </li></ul></ul><ul><ul><li>That was easy .. Staples </li></ul></ul><ul><ul><li>We try harder … Avis </li></ul></ul>
  15. 15. Low Cost Marketing Tools <ul><li>Creativity more important than budget </li></ul><ul><li>Plan to allocate sufficient time </li></ul><ul><li>Use tools you know will reach your target market otherwise you are wasting resources </li></ul>
  16. 16. Word of Mouth <ul><li>Word of mouth is probably the best way to grow your business on a budget. You want your customers to rave about you </li></ul><ul><li>Offer brilliant service </li></ul><ul><li>Always arrive on time </li></ul><ul><li>Do the job right every time </li></ul><ul><li>Get testimonials from your satisfied customers </li></ul><ul><li>Encourage people to tell their friends about your business </li></ul>
  17. 17. Develop a Referral System <ul><li>Identify clients, groups or companies that can refer you/your products or services to new clients </li></ul><ul><li>Discuss your referral plan with them. You may have to educate them about your products and services </li></ul><ul><li>Identify how you will reward people for referrals </li></ul><ul><li>Contact the referral </li></ul><ul><li>Develop a strategy to sell to the referral </li></ul><ul><li>Contact and reward the referrer </li></ul>
  18. 18. Networking <ul><li>Attend events that your potential or current clients attend </li></ul><ul><li>Tradeshows, Chambers of Commerce. BNI, Conferences </li></ul><ul><li>Take business cards with you to events </li></ul><ul><li>Ensure you meet as many people as possible </li></ul><ul><li>Learn to ask people you meet many questions </li></ul><ul><li>When you introduce yourself ensure that you make your introduction interesting </li></ul>
  19. 19. Publicity and Public Relations <ul><li>Develop a strategy to get free publicity for your business </li></ul><ul><li>Publicity is great for credibility, brand building </li></ul><ul><li>Develop great press releases or get an expert to assist you </li></ul><ul><li>To get free media </li></ul><ul><ul><li>Write a catchy headline </li></ul></ul><ul><ul><li>Include Who, What, When, Where and How </li></ul></ul><ul><ul><li>Ensure it’s newsworthy – 1 st , unique, local </li></ul></ul>
  20. 20. Publicity and Public Relations Contd. <ul><li>Get involved in community projects </li></ul><ul><li>Support local causes </li></ul><ul><li>Get your employees in building relations with your community </li></ul>
  21. 21. Advertising That Works <ul><li>Target your advertising </li></ul><ul><li>Develop great headlines </li></ul><ul><li>List the benefits of your product or service </li></ul><ul><li>Include testimonials from happy clients </li></ul><ul><li>Tell them what to do to buy your product or service </li></ul>
  22. 22. Some of The Most Powerful Words in Advertising <ul><li>Free </li></ul><ul><li>You </li></ul><ul><li>Results </li></ul><ul><li>Immediate </li></ul><ul><li>Guarantee </li></ul><ul><li>Proven </li></ul><ul><li>Discover </li></ul><ul><li>Act now </li></ul><ul><li>Safe </li></ul><ul><li>Limited </li></ul><ul><li>New </li></ul><ul><li>Bargain </li></ul><ul><li>Exclusive </li></ul><ul><li>Save </li></ul><ul><li>Love </li></ul><ul><li>Fresh </li></ul>
  23. 23. Website <ul><li>Develop a website that reflects the business image you are trying to convey </li></ul><ul><li>Ensure that you determine exactly what you want your clients to do on your website </li></ul><ul><li>Have a great website designed with the customer’s needs in mind </li></ul><ul><li>Keep it simple and make it easy to navigate </li></ul><ul><li>Market your website </li></ul>
  24. 24. Email Newsletter <ul><li>Design an email newsletter </li></ul><ul><li>Develop a great title “ Simple tax saving tips” </li></ul><ul><li>Include interesting useful content </li></ul><ul><li>Use email broadcasting service like Vertical response or Constant Contact to send out your bulk email, they have great templates </li></ul><ul><li>Newsletters enable you keep your business name in front of customers </li></ul>
  25. 25. Social Media <ul><li>Face book: Use Face book to develop an online community of customers </li></ul><ul><li>Linked-in : Develop a list of contacts on LinkedIn and regularly communicate with them </li></ul><ul><li>You Tube : Use it to demonstrate your products or services. You can link it to your website or Blog </li></ul>
  26. 26. Social Media Contd. <ul><li>Twitter : Use it to allow clients to follow what you’re doing. It’s a great way to educate your clients and show your expertise </li></ul><ul><li>Pod casts: Use them to educate and inform your clients </li></ul>
  27. 27. Special Promotions <ul><li>People love free gifts - Offer free gifts as a reward for making purchases </li></ul><ul><li>Do regular holiday and seasonal promotions </li></ul><ul><li>If you sell a retail product, do product demonstrations and taste-testing in retail stores </li></ul>
  28. 28. Trade Shows <ul><li>They can be a great way to show your products and services. To ensure trade shows are effective: </li></ul><ul><li>Select the right trade show </li></ul><ul><li>Design a great display </li></ul><ul><li>Hire the right people to help you at the show </li></ul><ul><li>Develop a marketing strategy for the trade show </li></ul><ul><li>Run a competition to encourage people to give you their contact details </li></ul>
  29. 29. Trade Shows Contd. <ul><li>Collect a database of contacts you can follow up or send your newsletter to </li></ul><ul><li>Ensure that you follow up on all leads </li></ul><ul><li>Measure the results of the trade show before you decide to return </li></ul>
  30. 30. Educate Your Customer <ul><li>Free seminars are a great way to educate your customers about the services you offer </li></ul><ul><li>Develop interesting seminar topics </li></ul><ul><li>Rent an room or use your own board room </li></ul><ul><li>Market your seminar to your database </li></ul><ul><li>After the seminar follow up with clients that are interested in doing business with you </li></ul>
  31. 31. Strategic Partnerships <ul><li>Find non competing companies that can sell your products or services </li></ul><ul><li>Ensure the business has similar goals </li></ul><ul><li>Ensure it’s a win-win deal </li></ul><ul><li>Ensure you have an agreement in writing </li></ul>
  32. 32. THANK YOU FOR ATTENDING <ul><li>To register for the next BizLaunch seminar in your area go to </li></ul><ul><li>www.BizLaunch.ca </li></ul>