Business West held a one day workshop on Innovative Marketing Strategies for Small Businesses on a limited Budget, this covered Guerrilla Marketing, Fusion Marketing, Affilliate Marketing and Joint Venture Marketing along with learning about the socail media tools you can use to put these strategies into action.
2. Agenda 09.00am Registration and Coffee 9.30am Welcome and Introduction Tara Gillam, Business West 9.40am Marketing Strategies Dan Storey, Guerrilla Marketing Guerrilla/Fusion/Affiliate/Joint Venture your Business 11.00amRefreshment Break 11.15am Marketing Strategies Dan Storey, Guerrilla Marketing Continued your Business 1.00pm Lunch 1.30pm Tools to implement your Marketing Strategies Andy Poulton, Business West Social Media Tools – How to be affective and generate business leads 3.30pm Enterprise Europe Network Tara Gillam, Business West Targeting Joint Ventures and using the Partnership Tool to access over 14,000 business opportunities 4.00pm Next Steps & Close Dan Storey, Guerrilla Marketing Refreshments and Networking Opportunities your Business
4. What we will cover today Overview of Marketing Marketing Plan Overview 7 Sentence Marketing Plan Joint Venture Marketing Fusion Marketing Affiliate Marketing Guerrilla Marketing Traditional Marketing vs Guerrilla Marketing Mindset of Marketing 200 Tools of Marketing
5. About Me Guerrilla Marketing Master Trainer NLP Master Practitioner & Trainer You/You You/I They/I
6. What is Marketing? Going after conventional business goals using unconventional means!
7. Marketing is… All Contact A Circle A Process The Truth made Fascinating Chance to Educate your Market how to Succeed Business more than Art Art of getting people to Change Their Mind
19. 7-Sentence Marketing Plan 1 – Purpose of Marketing Call to Action? Definitive progression towards a sale Visit your store Call your sales team Follow you on social media Go to a specific web page Influence speed of action?
20. 7-Sentence Marketing Plan 2 – Competitive Advantage Why should people do business with YOU? Link to tagline?
21. Taglines - Guess the Company Just Do It What’s in your wallet? Built for the road ahead Connecting People I’m Lovin’ It 57 Varieties They’re Grrrrreat!
22. Taglines - Guess the Company The Un-Cola Think outside the bun When you can’t brush after every meal I’d rather fight than switch Raising the bar Power of dreams Trusted to deliver excellence That was easy
24. 7-Sentence Marketing Plan 4 – Marketing Tools/Techniques Suitable for target audience Context as well as Content Over 200 Marketing tools/techniques
29. Why? Rapid marketing and sales results through existing channels Reduce marketing spend by not having to do lead generating activities Improved results by getting endorsements from marketing partners Great for companies looking for quick wins in new markets
30. Joint Ventures Utilising an existing marketing channel Win-Win-Win Customers JV Partner You Do it for them Make it easier to say yes than no
31. Joint Ventures Choosing a partner Client Demographics Similar Values Survey your existing clients Networking
33. Fusion Marketing Multiple companies marketing to the same group of people Shared marketing cost Useful if clients looking for all-in-one solution Examples Wedding services Local business magazine
34. Affiliate Marketing Allow other people to sell your products/services for you Many big retailers offer commission for sales Amazon iTunes Expedia Insurance Companies White Label websites/Drop Shipping
56. How to increase sales using Guerrilla Marketing? Coca Cola Friendship Machine 12 Foot Vending Machine 40x Regular Sales
57. Traditional vs Guerrilla Marketing Invest Time, Energy, Imagination & Knowledge Removes the Mystique Geared to Small Business Profits as main yardstick Based on Psychology (not Guesswork) Focus (not Diversification) Grow Geometrically (4 Ways) Fervent Follow Up
58. Traditional vs Guerrilla Marketing Cooperate (not Compete) Meme (not Logo) Giving (not Taking) Me vs You Marketing Promotes Marketing Combinations Relationships over Sales Very Techno-cozy Individuals not Groups (Nanocasting)
59. Traditional vs Guerrilla Marketing Intentional (focus on the Details) Gain Consent Monologue vs Dialogue Needs vs Wants Problems (not Benefits) Provides 200 Tools/Techniques
60. Mindset of Marketing Influence – Robert Cialdini Reciprocity Commitment & Consistency Social Proof Authority Liking Scarcity
61. Mindset of Marketing Repetition 5000 marketing messages daily Delete 2/3 we are even interested in 9 exposures to move to purchase readiness 74% need 2 different forms of marketing 33% need 3 different marketing messages Public Intelligence is increasing
62. Mindset of Marketing Permission Marketing – Seth Godin Would not ask someone to marry you if you just met them in a bar. Need to develop a relationship based on ongoing value which leads to a sale.
63. Marketing Tools/Techniques 200 Guerrilla Marketing techniques available Only need to use those which are relevant to your client demographic Develop more within your marketing plan
73. Learn More 10th & 11th November 2011 2 day Guerrilla Marketing training Marketing principles Marketing Plan / Calendar 200 Marketing Weapons Internet / Social Media Psychology Memes £197
74. Andy Poulton Business West Business Link ICT Specialist Tools to implement your Marketing Strategies Social Media Tools – How to be affective and generate business leads
113. Average age distribution across social network sites 25% 19% 18% 15% 10% 9% 3% 18-24 0-17 25-34 35-44 45-54 55-64 65+ Data source: Google Ad Planner
305. Tara GillamBusiness WestEnterprise Europe Network - Client Services Manager Enterprise Europe Network Targeting Joint Ventures and using the Partnership Tool to access over 14,000 business opportunities
306. Enterprise Europe Network Targeting Joint Ventures and using the Partnership Tool to access over 14,000 business opportunities European CommissionEnterprise and Industry
307. What we will cover: Who are Enterprise Europe Network (EEN) Our Role Organisation Capability Services we cover in the South West European Partnership Service Case Studies Activity – creating your own profile Next Steps Questions
308. Who are Enterprise Europe Network Established in 2008 through merging the Innovation Relay Centre and European Information Centre, with additional support for R&D including FP7 & Eurostars Funded in part by the European Commission’s Competitiveness and Innovation Programme Global Reach covering 49 Countries 600 offices with approx. 5,000 staff on the ground Currently 15 people in South West, ensuring regional coverage
309. Our Role To stimulate business growth through collaboration, innovation and internationalisation. Our 4 key offerings are: Identifying new International business opportunities through our Partnership Service Provide advice on how to trade more effectively in European Markets and Internationally Guidance on accessing European Funding A European policy-feedback service, including business consultation
310. Organisational capability Europe’s largest business support organisation 11 Enterprise Europe Networks in the UK Not just EU Countries Now in 49 Countries Local yet Global Scotland (3 partner in consortium) Northern Ireland (1) North East of England (2) North West (4) Yorkshire (4) Midlands (3) East of England (1) Wales (2) London (4) South West of England (1) South East (3)
311. 49 Countries including:27 Member States + 21 Non-EU Members Armenia Bosnia and Herzegovina Chile China Croatia Egypt Macedonia Iceland Israel Japan Mexico Montenegro Norway Russia Serbia South Korea Switzerland Syria Tunisia Turkey USA
317. European Partnership Service Over 14,000 Business Opportunities Currently FREE to use Commercial, Technical and Research Opportunities Search by Sector, Country of Origin, Offer or Request and Keyword
318. European Partnership Service No limit to how many “Expressions of Interest” you make Add your own profile to the database Find Partners for Collaborations Find Agents / Distributors / JV Partners
320. Commercial Profile 20110608016 Spanish company supplier of wines requests distributors / Commercial agents for its products in Austria, Belgium, Denmark, Germany, Ireland, Netherlands, UK and other countries. PDF Download E-Mail details to yourself Direct Enquiry through the website
321. Technology Profile 11 RU 86FG 3LJ9 Energy saving machine drive. The application of the technology reduces energy consumption of machine drives by up to 30-40%. The SME seeks partners for joint further development and adaptation of the technology to specific needs. PDF Download E-Mail details to yourself Direct Enquiry through the website
322. Case Study: Hemisphere Freight Engagement to Date: 47 Expressions of Interest 2 Partnership Agreements 1 Profile
323. Case Study: Isoperla Engagement to Date: 9 Expressions of Interest 1 Partnership Agreements 2 Profiles
324. Case Study: Rokkaplay Engagement to Date: 41 Expressions of Interest 2 Partnership Agreements 2 close to agreements 2 Profiles
325. Case Study: McCormick Weeks Engagement to Date: 2 Expressions of Interest 1 Partnership Agreements 1 Profiles
326. Activity – creating your own profile 10-15 minutes to complete the Business Profile Proposal Form What Profiles do you want to receive as they go live on the system “Alert Map”? Sector selection
327. Next Steps Webinar “How to get the most from our Partner Search Tool” Monday 10th October 2011 at 11.00am Monday 24th October 2011 at 2.00pm One of the team will contact you
329. Tara Gillam – Client Services Manager Enterprise Europe Network South West T: 01275 370 867 M: 07765 999 296 E: tara.gillam@enterpriseeuropesw.org.uk W: www.enterpriseeuropesw.org.uk or www.eensw.co.uk
330. What's Next! Complete the Feedback Form Complete the EEN Profile Form Book onto a Webinar Book onto the 2 Day Guerrilla Marketing Event NETWORK OVER LUNCH