The document discusses low-budget, high-impact marketing strategies, emphasizing the importance of having a well-defined marketing plan that aligns with long-term goals and targets the right audience. It outlines common marketing mistakes and suggests methods for effective marketing while leveraging current customers and tracking ROI. Various innovative strategies, including guerrilla marketing and the use of social media, are highlighted as essential tools for enhancing brand visibility and engagement.

1. Shoestring Marketing Chris Houchens www.ShotgunConcepts.com Low Budget / High Impact Marketing

2. Cheap vs. Effective ROI is more important than cost

3. Marketing? To communicate a consistent intended message to a specific intended audience. Marketing is NOT just advertising. Marketing is NOT just PR. Marketing is NOT just sales. Marketing helps CREATE the sales opportunity. Successful marketing develops long term relationships

4. Healthcare Marketing Trends One word :: Choices Consumers in charge of healthcare decisions Self-Diagnosis is on the rise Google tried to outdo the CDC last flu season “Doctor says” no longer the force it was Consumers have more disposable income Insurance / HMO / Flex Account / etc The idea of Customers vs. Patients Everything is about to change

6. Do you have a marketing plan ? Do you ever look at it?

7. A Marketing Plan... Defines Marketing Costs Shows Marketing Value Defines Mission / Provides Focus Written Game Plan Evolving Document A Marketing Plan is On Paper…On Purpose

8. Where do we want the money to go? as opposed to Where did the money go?

9. Most prevalent marketing mistakes “ Me Too” Competitive and following fads Campaigns designed around cutesy or non-relevant centers Marketers trying to reach themselves Money Issues Focus on costs rather than effectiveness Thinking that $$$ = Success Accepting proposed prices Forgetting multiple media maximizes the message No marketing plan

11. Save Money with Media Buys You should always BUY advertising Never be SOLD advertising (There’s a difference) Salespeople are NOT “ Marketing Consultants ” Ask for a rate card, but never use it

12. The key to cheap marketing Think Small Narrowcasting vs. Broadcasting

15. Working with a Small (no) Budget There’s never enough people, time, or money Solutions Media Relations and PR Brand Strategy Guerilla Marketing Online The true key is to have a (marketing) plan and spend smart through Strategy Segmentation Leverage Measurement

16. Budgeting #1: Strategy Is this marketing initiative a priority? What is the LONG TERM goal ? More members? More exposure? More credit? How much of the pot should this get? What’s the needed ROI?

17. Budgeting #2: Segmentation Who are we really trying to talk to? Stop wasting money / time / resources: playing to the board trying to retail a wholesale product firing canons instead of rifles Figure out who is making the decision and find the best / cheapest / quickest way to reach them at the right time

18. Budgeting #3: Leverage Use current customers to gain new Word of mouth Cross - promotions CRM: always collect e-mail addresses and other contact info (and follow up) Use the web Let viral and other networks grow the investment exponentially

19. Budgeting #4: Measurement Measure actual ROI as well as responses Measure satisfaction and “stickiness” as well as the actual numbers Use the info to make adjustments You can’t manage what you can’t measure

20. Every marketing budget should be developed using a Zero-Based Strategy

21. Does this belong in MY marketing budget ???!!! Employee programs The Christmas party? Waiting Room magazines Chamber of Commerce / Association dues Classified employment “ads” Travel Etc. Etc. Etc.

24. Your table of brochures ain’t workin’ (and is expensive)

25. Low Cost “Guerilla” Marketing #1 Method - Word-of-Mouth / “Buzz” Referrals from customers, friends, vendors, etc Brochures / Posters / Printed Literature Build marketing into current paper trail Business cards, fax sheet, letterhead, e-signatures On-Hold Message Community Events / Trade Shows Articles / Publishing Ad Specialties / Gifts Cross Promotions / Alliances Networking Seminars / Workshops Public Relations - Press Releases - Media Show

26. Strokes Happen Baptist Health System in San Antonio 80 Mannequins # of San Antonio stroke deaths annually Actors at restaurants had “strokes” Web e-cards

28. 3 weird guerilla ideas that would take bravery, but just might work

29. Do an Informercial

30. Heart Attack Coupons

31. Develop a Loyalty Program

32. Database marketing has high ROI Direct Mail Email Telemarketing Watch out for HIPAA! Most “marketing” activities are excepted Just buy a list

33. Public Relations What is PR? Coverage in the media NOT public perception (that’s your brand) A PR program is PART of your marketing strategy....... not the other way around Extremely effective & credible OVERALL GOALS of a PR Program: Establish credibility and become a “source” Media Coverage

34. Media Relations 3 key roles on your media relations and PR team Media Coordinator Makes contacts and develops relationships Spokesperson Face / Voice of the Organization Writer / Producer Provides consistent content

36. Successful branding makes other aspects of marketing easier and cheaper.

37. Brand Consistency Touchpoints All interactions with the target Messaging Slogans / Taglines Advertising Design Logo / Identity Packaging Colors / Fonts Pricing

38. Branding Success Microwave vs. Slow Cooker

39. You’re spending too much money in the wrong place with your online strategy

40. Online budget here? Or there?

41. Fundamental E-Marketing Online Spending Budget for Website Banner Ads Contextual Search Advertising SEO – Search Engine Optimization E-mail Marketing Phishing / Spam Permission-Based Blogs / Social Media

42. The Website Cannot just be an online brochure Must be dynamic Content is King Simple is best Just because you can – doesn’t mean you should When was the last time you visited your own website?

43. Search Engine Optimization Text not graphics Write text with SEO in mind Inbound links Metadata Keywords Descriptions <title>Title Tags</title> Graphic alt tags

44. Email Marketing Anticipated, personal and relevant messages delivered to people who actually want to get them PERMISSION Sign-ups Opt-outs Keys to success The List Subject and “from” Permission

45. What do you mean by Social Media? Blogs Microblogs Twitter Video Google & YouTube Revver Social Networks MySpace Facebook Wikis Photo Flickr Photobucket Virtual reality Second Life Social / News Bookmarks Digg Reddit Del.icio.us Community / user generated content

46. Brand Strategy PR Efforts Advertising Corporate Messages Media & Press Gatekeepers Consumers & Public Word Of Mouth Traditional Marketing

47. Social Media Marketing Brand Strategy PR Efforts Advertising Corporate Messages Consumers & Public Word Of Mouth

48. “ Blogs, short for weblogs” “ Juicy”

49. Social Media are NOT mass media.

50. Warhol Revisited “ In the future, everyone will be famous for 15 minutes .” With social media, everyone is famous to 15 people.

52. Blogs work when they are based on: Candor Urgency Timeliness Pithiness Controversy If you can't be at least four of the five things listed above, please don't bother. --Seth Godin

53. Do NOT use Social Media as a press release machine

55. Kaimana Shanti Aurora Humphrey Mikaela Kaimana

56. Mr. Splashy Pants

58. Tracking / Effectiveness &quot;I know that half my advertising works. I just don't know which half.&quot; John Wanamaker (1838- 1922) If you say the same thing... STOP ADVERTISING.

59. Shoestring Marketing Low Budget / High Impact Marketing Download these slides for free at: www.slideshare.net/shotgunconcepts Blog: ShotgunConcepts.com Web: ChrisHouchens.com Twitter: @shotgunconcepts Thank You