A presentation we did for students at Lancaster Uni.

14. To Mexico BUT that’s another story

15. So that’s me Who are you? You know the answer to this one. But do we? Let’s delve a little deeper, shall we?

16. Has everyone got one of these?

17. Has everyone got one of these?

18. Has everyone got one of these?

19. What kind of person are we? Put the following 5 animals in the order of your preference. Cow Tiger Sheep Horse Pig This will define your priorities in your life.

20. Put the following 5 animals in the order of your preference. Cow Signifies CAREER Tiger Signifies PRIDE Sheep Signifies LOVE Horse Signifies FAMILY Pig Signifies MONEY

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24. What’s the big idea?

26. Vision Describe where you are going Where do you want to be in the long-term future? Pick a significant future date or milestone in your life and describe what your business will look like. Be specific. (vivid description) 10-30- year Big Hairy Audacious Goal (BHAG)

27. Mission Describe what you are going to do to achieve your vision What business are you in? What do your customers value about your business? What do they really pay you for?

28. Values Describe how you will conduct yourself on the way to your vision How do you do business? What are your beliefs, morals or ethics?

29. Objectives and goals Objectives Where are you going with your business in the short/medium term? Goals How will you know when you’ve got there?

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33. Your marketing master class (we have one hour and 45 mins) Created by Dan Sodergren For Flying Start Great Marketing Works 2010 ©

38. B - Brand Our brands

43. Can we all see the power of the wrong logo? Losing £50 million

44. What would be the right logo for... A training company who’s values are: Integrity, creativity and fun.

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46. B

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49. E - Evolve your mindset And evolve your ideas

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54. G - Guerrilla Be Guerrilla in our marketing

56. Guerrilla marketing THINK

57. Guerrilla marketing NOT

61. So are these ideas Guerrilla Marketing?

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68. G - Guerrilla For us remember these three things: Research, research, research.

69. The power of market research: Have you asked the people what they want? A friend of mine has an idea for a good food restaurant. This restaurant cooked food, beautiful food, from every corner of the world. His idea was that everyone loved food, everyone loved every type of food. And he would serve every type of food for them. You would have a Japanese starter, a Mexican main and an English desert. Not only this but everyone would go to his restaurant.

70. Did this restaurant work?

73. Has everyone got one of these?

74. Has everyone got one of these?

75. Has everyone got one of these?

76. Draw your idea’s potential demographic. No, it doesn’t have to be a good drawing – just do it. And give them a name too 

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81. How else can we market research? Today more than at any other time we can use the web to research. Have you researched your keywords? Have you researched your trends and looked into insights? Have you been listening to trends happening? How can we listen to trends? Are you listening to the tweets of the world? Do you know of the power Blogs or bloggers in your idea’s industry? Are you prepared to listen and adapt your business / service / product?

82. How will your customers

83. How can we use personal impact? Is it really about just shock tactics? How could some guerrilla tactics actually back fire? Isn’t it more about positive personal impressions? How much are you potential customers worth to you? Can you work out the potential lifetime value? Perhaps it’s annual value? Perhaps it’s one off value - how much should you try to woo them? How many times must we talk to someone to make them understand?

84. Love must have patience. How many times would you have to tell someone you love them? Strange question – but one you might remember. How much does your target demographic remember you? How many messages from branding do we get everyday? How many steps must your chosen customer take? Who else is playing for their heart? How many different strategies do you have at the moment? How many more do you think you might need?

85. Why does this work so well?

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90. Think of a Guerrilla Marketing tactic for your partner. Remember, positive personal impact, it’s not just about saving money, it’s about maximising effectiveness.

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95. R – releases and relationships For this we mean: How can your idea / business idea get into the press for free?

98. How many of your Guerrilla Marketing tactics were PR stunts? They tend to be: As this is what we see ‘en masse’ No bad thing as your idea’s relationship with the press and publicity is going to be important.

99. People love a good photo call What image can you create which grabs the publics imagination? Which easy idea can you produce which the paparazzi will flock to?

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105. Break time The Exchange Networking Tea & Coffee

107. E - marketing For this we mean: Your website

113. What about over time? Never presume: Today’s markets will last forever What about in the past? Copyright www.greatmarketingworks.co.uk 2009 ©

117. E - marketing With your partner discuss how each of you can / will use web 2.0 (social networking included)

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122. E - marketing You will need to become obsessed with your own data. Analytics is key!

124. What other information?

125. E - marketing Do I need to explain anymore? Naaaaa, didnt think so. BUT DO IT!

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130. A - adwords By this we mean: How are you going to use PPC?

131. PPC adverts: where are they?

135. BUT…. You can’t just use adwords! Online cannot create a market Only replicate the interest.

136. What about by region and new phrases? What about for financial advice? Copyright www.greatmarketingworks.co.uk 2009 ©

138. What about the trends in just the UK? What about for financial advice? Copyright www.greatmarketingworks.co.uk 2009 ©

140. A - adwords Are you using them already? How can you combine PPC findings with other strategies (SEO/FB etc)

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145. T – Togetherness By this we mean: How are you going to help each other?

148. Make your pie bigger

150. Mcvities

151. Muller

152. Become

153. T – Togetherness Which brands / companies / organisations are you going to use to help you? How can you maximise their leverage? How can you maximise your positive personal impact on your demographic?

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158. So what have we learnt today? B. Branding your business E. Evolving your idea G. Guerrilla Marketing R. Relationships and your business E. E – marketing: for all your business A. Adwords: how you can use these T. Togetherness: concept partnering.

159. This… is the start This was just the beginning Next we are doing sales  Have a 30 second stretch break.

162. What does selling mean to you?

164. How do you start your day?

165. What could affect your day?

168. Sales, is another of those experiences best enjoyed by two consenting adults 

173. Now we can get our customer into a state of rapport – let’s not waste their time, let’s give them our offering in the best possible light. Features vs. Benefits.

174. Sell your idea to your partner.

175. Was that features or benefits?

176. What are your company’s benefits?

178. Sell your idea to your partner using only benefits.

183. And with that we close  Think about selling this weekend. And practise, practise, practise. Sell your pen to your neighbour 

184. Evaluation time How did we do? If good then I’m Dan Sodergren If bad then I’m Juan Joseph.