19.10.11 - Innovative Marketing Strategies (Dorset)

Innovative Marketing Strategies
for small businesses with a limited budget

Bournemouth, Dorset
Wednesday 19th October 2011

Tara Gillam
Business West – Enterprise Europe Network
Client Services Manager

Welcome

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
11.00am Refreshment 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

Providing high quality support and
leadership via the Chambers of Commerce
and Initiative for businesses in our region

The network of Bristol, Bath and Gloucestershire
Chambers of Commerce.

Access Business Benefits:
Networking
Information
Business Services
Representation

Your European business experts

With Partners in over 50 countries
Enterprise Europe Network South West provides:

Advice and support to access European markets
New business opportunities through our partner search service
Guidance on EU R&D programmes
A business consultation and policy-feedback service

w: www.enterpriseeuropesw.org.uk or www.eensw.co.uk
e: info@enterpriseeuropesw.org.uk
t: +44 (0)1275 370 997

High Growth services to support your business
Starting a High Growth Business
Coaching for High Growth
Understanding Finance for Business

Could you do with a guiding hand from an experienced and impartial coach who has
your best interests at heart? We can help you to achieve your business goals through
our specially devised programmes.

Beat the competition by Funded by Delivered by

registering your interest today at
www.growthsouthwest.co.uk
or by calling 01275 370 760

Protect your intellectual property rights and
exploit new commercial opportunities

Would you like impartial advice on how to protect all aspects of your
Intellectual Property (IP)?

Ignite IP can help you manage your trade marks, designs, copyright and
patents, ‘intellectual assets’ such as specialist knowledge, company manuals and
technical expertise?

Find out how you can protect your
Intellectual Property by contacting:
info@igniteip.co.uk
Call 01275 370880
Or visit our website www.igniteip.co.uk

Improve
Your Resource
Efficiency (IYRE)
Your business can save money, reduce waste and become more
competitive – simply by reassessing resource use within the business

Contact Business West’s team of
environmental advisers to see if your business
qualifies to receive free, independent, bespoke
support:

01275 376 233
iyre@businesswest.co.uk
Funded by: Part of:
www.businesswest.co.uk/iyre

Dan Storey
Guerrilla Marketing your Business

Marketing Strategies
Guerrilla / Fusion / Affiliate / Joint Venture

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

About Me
• Guerrilla Marketing
Master Trainer
• NLP Master Practitioner
& Trainer

• You/You
• You/I
• They/I

What is Marketing?

Going after conventional business
goals using unconventional means!

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

Marketing is NOT…
• Advertising • Stage for Humour
• Direct Mail • Invitation to be Clever
• Telemarketing • Complicated
• Brochures • A Miracle Worker
• Yellow Pages • Website
• Show Business

Marketing is…

• Opportunity to earn profits

• A chance to cooperate with other businesses

• Process of building lasting relationships

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?

2 – Competitive Advantage

– Why should people do business with YOU?
– Link to tagline?

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!

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

3 – Target Audience

– Key to marketing success
– 92/4/4
– Nanocasting

4 – Marketing Tools/Techniques

– Suitable for target audience
– Context as well as Content
– Over 200 Marketing tools/techniques

5 – Niche

– Your position in the market place
– Specialist functions

6 – Corporate Identity

– What are the values of your company
– All things equal, these can set you apart from
competition

7 – Budget

– Average company spends just under 4%
– What happens to the average business?

– Key to success = Measurement

Joint Ventures
Fusion Marketing
Affiliates

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

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

Joint Ventures
• Choosing a partner

– Client Demographics
– Similar Values
– Survey your existing clients
– Networking

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

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

How to increase sales using
Guerrilla Marketing?

Coca Cola
Friendship Machine

12 Foot Vending Machine

40x Regular Sales

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

• 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)

• Intentional (focus on the Details)
• Gain Consent
• Monologue vs Dialogue
• Needs vs Wants
• Problems (not Benefits)
• Provides 200 Tools/Techniques

Mindset of Marketing
• Influence – Robert Cialdini
– Reciprocity
– Commitment & Consistency
– Social Proof
– Authority
– Liking
– Scarcity

• 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

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.

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

• Mini Media

– Business Cards
– Stationery
– Postcards
– Personal Letters
– Trade Shows

• Maxi Media

– Advertising
– Direct Mail
– Television

– Do these last!

• e-Media

– Website
– Blog
– Forums
– PPC
– Autoresponders

• Info Media

– Knowledge of Market
– Customer Data
– Case Studies
– Articles
– Infomercials

• Human Media

– Yourself
– Your employees
– Contact time with customers
– Job Title
– Networking

• Non Media

– Service
– Word of Mouth
– Community Involvement
– Free Trial
– Product Placement

• Company Attributes

– Name
– Intelligent Positioning
– Hours of Operation
– Service
– Price

• Company Attitudes

– Easy to do business with
– Flexibility
– Speed
– Attention to Detail
– Passion & Enthusiasm

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

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

Guerrilla e-marketing

Slides available from www.159.be 74

Noah Kalina

21m views on YouTube in 5 years

Now that’s the magic of web
marketing


Agenda
• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

World Wide Web – Reality Check



Vast Market
Opportunity



6.9 Bn

1.8 Bn



Lots of money
spent online



2009 2010
£88 bn £118 bn

£150 bn £200 bn


• World Wide Web – Reality Check
120
118

100

80 88

60 64.3

40 46.6
£ Bn

29.8
20 20.4

0
2005 2006 2007 2008 2009 2010
Source IMRG


New ways of working means

People spend more and more
time online



PC
Laptop
Netbook
iPad
iPhone
Smart Phone
WiFi
3G
4G


Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?


Is your site ready?
Do the pages open quickly?

Is it easy to navigate?
Loaded with compelling and relevant
content?


Does it Grab the Attention?

A – Grab their ATTENTION

I – Generate an INTEREST

D – Build the DESIRE

A – Promote the ACTION


Agenda
• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Online Networks


Average age distribution across social network sites

25%

19%
18%
15%

10%
9%

3%

0-17 18-24 25-34 35-44 45-54 55-64 65+

Slides available from www.159.be
Data source: Google Ad Planner 95

Social Networks

Social Media is
the
No. 1
online activity


Social Networks

2/3rds of the
Global Internet
population visit
Social
Networks

Social Networks

10% of all
internet time is
spent on Social
Networks


Social Networks
www.facebook.com


Facebook

If Facebook was a country it would be
1/ China
2/ India
3/ Facebook
4/ USA


Facebook

Adds 1/2m
users every
day


Facebook

5bn minutes
spent on
Facebook
EVERY day


Facebook

1bn
• web links
• news stories
• blog posts

shared each week


Facebook

Facebook now
has a greater
share of the
internet than


Online Networks – How
www.facebook.com


Facebook – Getting Started

3 Types of presence
• Profile – personal
o Can join groups
o Ugly URL
o Indexed by Search Engines



3 Types of presence

• Page – business
o Can’t Join Groups
o Can host apps
o “Vanity” URL
o Indexed by Search Engines
o Visitor stats available

Best for brands and businesses



3 Types of presence

• Group – both
o Linked to Site Admin
o New members have to be approved
o Send “Direct” messages to members
o Ugly URL

Great for organising at a personal level and
smaller scale interactions [<5000 members]


Facebook – Getting Started – build profile


Facebook – Getting Started – build page


Facebook – Getting Started – Join In


Facebook – Advertising

• Targeted

• Either Cost per Click or Cost per 1,000 impressions

• Measurable

• Controllable
• Daily Budget
• Scheduling

• Test, Measure, Feedback


Social Networks – Build your profile - Groups

• Search for groups
• Join some groups
• Start your own group
• Contribute and add value
• Link back to your website


Agenda
• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Business Networks

Linkedin – Networking for Professionals

Over 120 million
registered professional
users in more than
200 countries



More than 50%
located outside
of the USA



More than 1.5m
companies have
a Linkedin
Company Page



Adds 1m
new members
every 12 days



More than 2bn
people searches
in 2010



www.linkedin.com


Linkedin – Getting Started – build profile


Linkedin – Build Company Page


Linkedin – Getting Started – make contacts


Linkedin – Getting Started – find groups


Linkedin – Getting Started – Answers


Linkedin – Advertise

• Targeted

• Either Cost per Click or Cost per 1,000 impressions

• Measurable

• Controllable
• Daily Budget
• Scheduling

• Test, Measure, Feedback


Agenda
• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible



20

20 x 20 400

400 x 20 8000

8000 x 20 160,000

160,000 x 20 3.2m


The Thresher ‘Virus’



• Discount Voucher intended for
Suppliers and their Friends

• Circulated via chat-rooms, blogs
and email 800,000 times



• Created queues outside stores

• National TV news coverage

• National Radio coverage

• National Print news coverage

• Generated a rumoured £15m T/O


Britain’s Got Talent
Susan Boyle

Over 70m viewings in 1 week

Viral Marketing -How

• Refer a friend

• Competitions

• Video


Agenda
• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Video Marketing


Video Marketing

2nd
most searched
site on the
internet


Video Marketing

3bn
videos watched
every day


Video Marketing

24 hours
of new content
uploaded every
minute


Video Marketing

Average person
spends
15 minutes
on YouTube
every day


Video Marketing

70%
of YouTube
activity takes
place outside of
the USA


Video Marketing

YouTube clips
now
incorporated in
Google Search
results


Video Marketing

Your Video

• Outsource to Video Production Company

• DIY


Video Marketing

Your Video


Video Marketing


Video Marketing

Your Video

• Look for an angle
• Look for the competition
• Get a feel for YouTube
• Think how else it could be used


Video Marketing

Your Video

• Prepare prepare prepare
• Prepare and learn your script
• use cue cards
•Prepare your location
• quiet and free from disturbance
• Prepare yourself
• Get filming

Agenda
• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Email Marketing

Why Email Marketing?

• Build Loyalty

• Remind former clients that you are still around

• Advise clients of full range of services

• Provide easy access to latest – news/advice/offers



It’s Not
Expensive


It’s
Effective


Sector Sent Delivery Open Rate CTR Response

B2C
100% 91% 29% 27% 6%
Acquisition
B2C
100% 91% 32% 28% 12%
Retention
B2B
100% 88% 32% 25% 4%
Acquisition
B2B
100% 90% 37% 30% 13%
Retention
Source – DMA Email Marketing Benchmarks Survey


Email Marketing – Key Elements to success
• Develop your database

• Existing Client Data

• Encourage Subscription through website
Offer enticement to subscribe
Exclusive deals, Top Tips, early access to information

• Subscription through other routes


Email Marketing – Key Elements to success

Quality Content

• Relevant
• Tailored
• GRAB attention
• Frequency
• Monitor, Measure, Feedback - repeat


Email Marketing – Measure by Measure

What can be measured

• Number of emails sent
• Number of bounces
• Number opened
• Number deleted without opening
• Action taken


Email Marketing – Measure by Measure


Email Marketing – Tools

• Mail Chimp www.mailchimp.com
• Vertical Response www.verticalresponse.com
• Constant Contact www.constantcontact.com
• iMailer www.emailtools.co.uk
• Reality Mail www.realitymail.co.uk
• Mailing Manager www.mailingmanager.com
• Graphic Mail www.graphicmail.co.uk


Agenda
• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Blogging – Why

• An easy way to update latest news
• An informal way of communicating
• Helps with the search engine position of your website
• Opens your business to a wider audience
• Helps keep your clients updated


Blogging – When

When you have something to sell
When you have something new to offer
When something changes
When you have some news
When you have something to say


It’s really easy to set up and run a blog
1/ Sign up
2/ Choose a look
3/ Get typing


Blogging – Where

www.blogger.com

www.wordpress.com


Agenda
• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

TWITTER


Twitter


Twitter – Who
310m Businesses and Individuals
International companies Informational Services
Cisco Nasa
IBM Respected News Services Marketing Donut
Dell BBC Startup Donut
CNN
Daily Telegraph
Bath Chronicle Celebrities
Demi Moore
Oprah
Small Businesses Stephen Fry
William Grant – FoxGrant Jonathan Ross
Warren Cass – Business Scene Britney Spears
Lindsay Smith – Team Pixie
Fiona Davies – Flame Interiors
Anthony Lloyd – Fallowfields Hotel Politicians
Neil Ryder – If Only Don Foster
Bryony Thomas – Clear Thought Consulting Jacob Rees-Mogg
Kerry McCarthy
Slides available from www.159.be Duncan Hames 174

Twitter – Why

• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool


Twitter – How
Go to www.twitter.com


Twitter – How

Write a short profile


Twitter – How
Find People to Follow


Twitter – What to Tweet
Anything


Summary
• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Thank You
Andy Poulton

Business Link

M: 07966 547146

andy.poulton@businesslinksw.co.uk

andypoulton

andypoulton

Tara Gillam
Business West
Enterprise Europe Network - Client Services Manager

Enterprise Europe Network
Targeting Joint Ventures and using the Partnership Tool
to access over 14,000 business opportunities

Title
Enterprise Europe Network
Sub-title
Targeting Joint Ventures and using the Partnership Tool to
access over 14,000 business opportunities
’
European Commission
Enterprise and Industry

Title of the presentation | Date |‹#›

What we will cover:

• Who are Enterprise Europe Network
• Our Role
• Global Reach
• European Partnership Service
• Case Studies
• Activity – creating your own profile
• Next Steps
• Questions


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 12 people in South West, ensuring regional
coverage


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


50 Countries including:
27 Member States + 23 Non-EU Members
• Armenia • Montenegro
• Bosnia and Herzegovina • Norway
• Chile • Russia
• China • Serbia
• Croatia • South Korea
• Egypt • Switzerland
• Macedonia • Syria
• Iceland • Tunisia
• Israel • Turkey
• Japan • USA
• Mexico


European Partnership Service

http://www.enterpriseeuropesw.org.uk http://www.eensw.co.uk



• 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



• 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


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


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


Case Study: Hemisphere Freight

Engagement to Date:
• 47 Expressions of
Interest
• 2 Partnership
Agreements
• 1 Profile


Case Study: Isoperla

Engagement to Date:
Interest
• 1 Partnership
Agreements
• 2 Profiles


Case Study: Rokkaplay

Engagement to Date:
Interest
• 2 Partnership
Agreements
 2 close to agreements
• 2 Profiles


Case Study: McCormick Weeks

Engagement to Date:
Interest
• 1 Partnership
Agreements
• 1 Profiles


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


Next Steps

• Webinar “How to get the most from our
Partner Search Tool”
 Monday 24th October 2011 at 2.00pm
 Monday 7th November 2011 at 11.00am
 Friday 18th November 2011 at 11.00am
 Monday 28th November 2011 at 2.00pm


Any Questions?

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

What's Next!
Complete the Feedback Form
Complete the EEN Profile Form
Book onto a Webinar
Book onto the 2 Day Guerrilla Marketing Event

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