SlideShare a Scribd company logo
Marketing on a   Shoestring  Budget Presented by: Angie Kilbourne, AAM Manager, ASA Web Operations
Housekeeping ,[object Object],[object Object],[object Object],[object Object]
Can the independent shop compete with … ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],–  Dave Bedwood, Lean Mean Fighting Machine,  a U.K. digital agency
A lesson from long ago … Select Any Two
[object Object]
A lesson from long ago … Fast & Cheap … Fast & Good … Good & Cheap?
Effective marketing isn’t necessarily expensive ,[object Object]
Effective marketing isn’t necessarily expensive ,[object Object],[object Object]
Effective marketing isn’t necessarily expensive ,[object Object],[object Object],[object Object]
1. Building a blueprint  for success ,[object Object],[object Object]
A marketing plan includes: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Foundations to a marketing strategy ,[object Object],[object Object]
Foundations to a marketing strategy ,[object Object],[object Object],[object Object]
Foundations to a marketing strategy ,[object Object],[object Object],[object Object],[object Object]
Foundations to a marketing strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
What resources are available to you? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Every brand needs a cheerleader ,[object Object],[object Object]
Set adequate  budgets ,[object Object],[object Object],[object Object],[object Object]
Are you  “hoping”  your efforts will pay off? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Build and implement a marketing message ,[object Object],[object Object],[object Object],[object Object]
Monitor and measure ,[object Object],[object Object]
Be flexible enough  to change ,[object Object],[object Object]
2. So let’s talk about some cost-efficient ideas
Clean up your image! ,[object Object],[object Object],[object Object],[object Object]
Position yourself as an expert in the community ,[object Object],[object Object],[object Object],[object Object]
When networking … ,[object Object],[object Object],[object Object],[object Object]
Pay it  forward ,[object Object],[object Object],[object Object]
Create a celebratory event … ,[object Object],[object Object],[object Object],[object Object],[object Object]
Keep your customers coming back ,[object Object],[object Object],[object Object]
Get the press to notice you … ,[object Object]
Find media outlets at ASA’s TakingTheHill.com ASA ’s   TakingTheHill.com legislative website   offers a  free  media/news outlet finder.  You can search locally and nationally for news organizations to send press releases.
Become the “go-to” expert for reporters … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Electronic marketing is extremely cost-efficient ,[object Object],[object Object]
List your shop in all the free online directories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How’s that website? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Even honest electronic mistakes can be useful … ,[object Object],[object Object]
Keep tabs on your reputation ,[object Object],[object Object]
www.google.com/alerts
Don’t discount the power of social media ,[object Object],[object Object],[object Object],[object Object]
Website analytics are a wealth of knowledge ,[object Object],[object Object],[object Object],[object Object]
What ethnic groups are interested in your shop?
Where do they live?
Email marketing services provide data-rich reports ,[object Object]
3. Going beyond  hope ,[object Object]
What should be measured? ,[object Object],[object Object],[object Object],[object Object]
How do you determine your ROI? ,[object Object],[object Object],[object Object],[object Object]
Key Performance Indicators ,[object Object],[object Object],[object Object]
Key Performance Indicators ,[object Object],[object Object]
Key Performance Indicators ,[object Object],[object Object],[object Object]
Key Performance Indicators ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
Great Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More Great Resources ,[object Object],[object Object],[object Object],[object Object]
Contact me with any other questions! ,[object Object]
[object Object],[object Object]

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Marketing on a Shoestring Budget - 1 hr class

  • 1. Marketing on a Shoestring Budget Presented by: Angie Kilbourne, AAM Manager, ASA Web Operations
  • 2.
  • 3.
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  • 5. A lesson from long ago … Select Any Two
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  • 7. A lesson from long ago … Fast & Cheap … Fast & Good … Good & Cheap?
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  • 24. 2. So let’s talk about some cost-efficient ideas
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  • 32. Find media outlets at ASA’s TakingTheHill.com ASA ’s TakingTheHill.com legislative website offers a free media/news outlet finder. You can search locally and nationally for news organizations to send press releases.
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  • 42. What ethnic groups are interested in your shop?
  • 43. Where do they live?
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