The document provides examples and strategies for marketing, advertising, and public relations on a tight budget, including case studies that highlight the successful use of blogs, social media, video, and location-based services to generate leads and publicity. Recommendations emphasize creating and sharing engaging content, building relationships through online communities, and monitoring conversations to identify opportunities for customer engagement.

1. Marketing, Advertising & PR on a Tight Budget
New England Xpo for Business
May 18, 2010

2. 3 basic truths:
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3. 1
People prefer doing business
with people/companies that
they know and like.
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4. 2
We are constantly
bombarded by
marketing messages
—and we’re getting
pretty damn good
at tuning
them out.
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5. 3
“Hope” is not a good marketing strategy.
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6. 3 basic questions:
6

7. 1
Does your product/service
market itself?
We don’t recommend this.!
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8. 2
Are you making
it insanely easy
for your
fans to
tell the
world
how
awesome
you are?
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9. 3
What are you doing to build
and maintain momentum?
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10. A few great examples:
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11. Case Study
Before 451 Marketing:
 Website was simply an “online
brochure”
 Leads received from website = ZERO
 Minimal positive press
 Web traffic = 4,500 visitors/month
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12. 451 Marketing Approach:
• Search (paid and natural) marketing
• Public relations
• Search-leveraged public relations
• Social media marketing
• Content development
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13. 451 Marketing Approach (continued):
• Setup (in)efficient frontiers Blog
• http://inefficientfrontiers.wordpress.com/
• Created LinkedIn Group “New England CFO’s”
• setup Facebook recruiting page
• Pitched firm’s thought leaders to targeted media
outlets
• Began paid online campaign
• Distributed search-optimized press releases
• Distributed content through social media channels
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14. Results:
• Blog receives almost 2,000 visitors/month
• Website traffic almost doubled
• Tremendous media coverage!
• The Boston Globe, BusinessWeek, Boston
Business Journal, New York Times, Forbes
& many others
• 1st page search results for their top 20+
keywords.
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15. Results (continued):
• 2008 Q4 was one of their best for new
business engagements
• Over $2 Million in business during
December and January
• 15-30 leads/mo. through website
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16. Consultec Moving Notice
 Attention-worthy & fun!
 A “keepsake” vs. a throw-away
 Rave reviews & lots of buzz
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17. Samsung Telus Campaign
 “Experience” vs. advertising
 Activated both traditional media
& word-of-mouth buzz
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18. More low/no cost ideas:
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19. Website/blog
• Encourage/facilitate sharing with social bookmark links
(Digg, Tweet, Buzz, etc.)
• Start blogging!
• Create & share content (posterous.com is a great, easy tool
for this!)
• Is your customer base always on the road? Make sure your
website/blog is optimized for mobile devices.
• Offer >1 way to connect (RSS, social profiles, mobile alerts,
etc.)
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20. Video, audio & other media
• Experiment with video press releases (don’t replace text,
just add video).
• Create shareable, shareworthy content—not just about your
product/service (that’s just an ad!), but about relevant topics your
customers care about.
• Make great decks? Share them on Slideshare and/or Scribd.com.
• Experiment with live video via sites like uStream.tv or Qik on a cell
phone.
• Make sure all your videos and media are embeddable and
shareable.
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21. Social Networks
• Identify existing communities, social networks, and forums that will
be interested in your product / service—and build relationships on
their turf.
• Start a community group on Facebook, Ning, MySpace or LinkedIn.
• Use Twitter as a way to show your company’s personality, find and
connect with potential and existing customers and fans, and
engage them in conversation.
• Experiment with Flickr and/or YouTube groups to build media for
specific events.
• Find bloggers and podcasters whose work you admire, and engage
them in an authentic, relevant way.
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22. Monitoring (aka “listening”)
• Use conversation monitoring tools to glean how people are talking
about your product/service/brand.
• Search Twitter for customer insights on your product, competitors,
and industry.
• Look beyond traffic volume. Where are people are coming from
and what are they responding to?
• Track your inbound links and when they come from blogs, be sure
to comment on a few posts and build a relationship with the
blogger.
• Turn complaints and negative posts into victories by genuinely
addressing the issues and grievances in a public forum.
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23. Foursquare & Location-Based Services
• Is your business on Foursquare? It should be.
• Engage with the people who “check in.” Reward them
with special offers, coupons, badges, “shout outs”
etc.
• Consider running a campaign via Gowalla or SCVNGR.
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24. Infiltrate Now!
www.brandinfiltration.com