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Innovative Marketing Strategiesfor small businesses with a limited budget,[object Object],Bridgwater,[object Object],Wednesday 5th October 2011,[object Object]
Agenda,[object Object], ,[object Object],09.00am	Registration and Coffee,[object Object], ,[object Object],9.30am	Welcome and Introduction					Tara Gillam, Business West,[object Object], ,[object Object],9.40am	Marketing Strategies 						Dan Storey, Guerrilla Marketing,[object Object],			Guerrilla/Fusion/Affiliate/Joint Venture						your Business,[object Object], ,[object Object],11.00amRefreshment Break,[object Object], ,[object Object],11.15am	Marketing Strategies						Dan Storey, Guerrilla Marketing			Continued											your Business ,[object Object],1.00pm	Lunch,[object Object],1.30pm	Tools to implement your Marketing Strategies	Andy Poulton, Business West,[object Object],			Social Media Tools – How to be affective and ,[object Object],			generate business leads,[object Object],3.30pm	Enterprise Europe Network					Tara Gillam, Business West,[object Object],Targeting Joint Ventures and using the Partnership ,[object Object],			Tool to access over 14,000 business opportunities,[object Object],4.00pm	Next Steps & Close							Dan Storey, Guerrilla Marketing,[object Object],Refreshments and Networking Opportunities				your Business,[object Object]
Dan Storey	Guerrilla Marketing your Business ,[object Object],Marketing Strategies,[object Object],Guerrilla / Fusion / Affiliate / Joint Venture,[object Object]
What we will cover today,[object Object],Overview of Marketing,[object Object],Marketing Plan Overview,[object Object],	7 Sentence Marketing Plan,[object Object],Joint Venture Marketing,[object Object],Fusion Marketing,[object Object],Affiliate Marketing,[object Object],Guerrilla Marketing,[object Object],Traditional Marketing vs Guerrilla Marketing,[object Object],Mindset of Marketing,[object Object],200 Tools of Marketing,[object Object]
About Me,[object Object],Guerrilla Marketing Master Trainer,[object Object],NLP Master Practitioner & Trainer,[object Object],You/You,[object Object],You/I,[object Object],They/I,[object Object]
What is Marketing?,[object Object],Going after conventional business goals using unconventional means!,[object Object]
Marketing is…,[object Object],All Contact,[object Object],A Circle,[object Object],A Process,[object Object],The Truth made Fascinating,[object Object],Chance to Educate your Market how to Succeed,[object Object],Business more than Art,[object Object],Art of getting people to Change Their Mind,[object Object]
Marketing is NOT…,[object Object],[object Object]
Direct Mail
Telemarketing
Brochures
Yellow Pages
Show Business
Stage for Humour
Invitation to be Clever
Complicated
A Miracle Worker
Website,[object Object]
7-Sentence Marketing Plan,[object Object],1 – Purpose of Marketing,[object Object],Call to Action?,[object Object],Definitive progression towards a sale,[object Object],Visit your store,[object Object],Call your sales team,[object Object],Follow you on social media,[object Object],Go to a specific web page,[object Object],Influence speed of action?,[object Object]
7-Sentence Marketing Plan,[object Object],2 – Competitive Advantage,[object Object],Why should people do business with YOU?,[object Object],Link to tagline? ,[object Object]
Taglines - Guess the Company,[object Object],Just Do It,[object Object],What’s in your wallet?,[object Object],Built for the road ahead,[object Object],Connecting People,[object Object],I’m Lovin’ It,[object Object],57 Varieties,[object Object],They’re Grrrrreat!,[object Object]
Taglines - Guess the Company,[object Object],The Un-Cola,[object Object],Think outside the bun,[object Object],When you can’t brush after every meal,[object Object],I’d rather fight than switch,[object Object],Raising the bar,[object Object],Power of dreams,[object Object],Trusted to deliver excellence,[object Object],That was easy,[object Object]
7-Sentence Marketing Plan,[object Object],3 – Target Audience,[object Object],Key to marketing success,[object Object],92/4/4,[object Object],Nanocasting,[object Object]
7-Sentence Marketing Plan,[object Object],4 – Marketing Tools/Techniques,[object Object],Suitable for target audience,[object Object],Context as well as Content,[object Object],Over 200 Marketing tools/techniques,[object Object]
7-Sentence Marketing Plan,[object Object],5 – Niche,[object Object],Your position in the market place,[object Object],Specialist functions,[object Object]
7-Sentence Marketing Plan,[object Object],6 – Corporate Identity,[object Object],What are the values of your company,[object Object],All things equal, these can set you apart from competition,[object Object]
7-Sentence Marketing Plan,[object Object],7 – Budget,[object Object],Average company spends just under 4%,[object Object],What happens to the average business?,[object Object],Key to success = Measurement ,[object Object]
Joint Ventures,[object Object],Fusion Marketing,[object Object],Affiliates,[object Object]
Why?,[object Object],Rapid marketing and sales results through existing channels,[object Object],Reduce marketing spend by not having to do lead generating activities,[object Object],Improved results by getting endorsements from marketing partners,[object Object],Great for companies looking for quick wins in new markets,[object Object]
Joint Ventures,[object Object],Utilising an existing marketing channel,[object Object],Win-Win-Win,[object Object],Customers,[object Object],JV Partner,[object Object],You,[object Object],Do it for them,[object Object],Make it easier to say yes than no,[object Object]
Joint Ventures,[object Object],Choosing a partner,[object Object],Client Demographics,[object Object],Similar Values,[object Object],Survey your existing clients,[object Object],Networking,[object Object]
Partner Search Tool,[object Object]
Fusion Marketing,[object Object],Multiple companies marketing to the same group of people,[object Object],Shared marketing cost,[object Object],Useful if clients looking for all-in-one solution,[object Object],Examples,[object Object],Wedding services,[object Object],Local business magazine,[object Object]
Affiliate Marketing,[object Object],Allow other people to sell your products/services for you,[object Object],Many big retailers offer commission for sales,[object Object],Amazon,[object Object],iTunes,[object Object],Expedia,[object Object],Insurance Companies,[object Object],White Label websites/Drop Shipping,[object Object]
Guerrilla Marketing Examples,[object Object]
Guerrilla Marketing Examples,[object Object]
Guerrilla Marketing Examples,[object Object]
Guerrilla Marketing Examples,[object Object]
Guerrilla Marketing Examples,[object Object]
Guerrilla Marketing Examples,[object Object]
Guerrilla Marketing Examples,[object Object]
Guerrilla Marketing Examples,[object Object]
Guerrilla Marketing Examples,[object Object]
Guerrilla Marketing Examples,[object Object]
Guerrilla Marketing Examples,[object Object]
Guerrilla Marketing Examples,[object Object]
Business Cards?,[object Object]
Business Cards?,[object Object]
Business Cards?,[object Object]
Business Cards?,[object Object]
Business Cards?,[object Object]
Business Cards?,[object Object]
Business Cards?,[object Object]
Business Cards?,[object Object]
Business Cards?,[object Object]
How to increase sales using Guerrilla Marketing?,[object Object],Coca Cola,[object Object],Friendship Machine,[object Object],12 Foot Vending Machine,[object Object],40x Regular Sales,[object Object]
Traditional vs Guerrilla Marketing,[object Object],Invest Time, Energy, Imagination & Knowledge,[object Object],Removes the Mystique,[object Object],Geared to Small Business,[object Object],Profits as main yardstick,[object Object],Based on Psychology (not Guesswork),[object Object],Focus (not Diversification),[object Object],Grow Geometrically (4 Ways),[object Object],Fervent Follow Up,[object Object]
Traditional vs Guerrilla Marketing,[object Object],Cooperate (not Compete),[object Object],Meme (not Logo),[object Object],Giving (not Taking),[object Object],Me vs You Marketing,[object Object],Promotes Marketing Combinations,[object Object],Relationships over Sales,[object Object],Very Techno-cozy,[object Object],Individuals not Groups (Nanocasting),[object Object]
Traditional vs Guerrilla Marketing,[object Object],Intentional (focus on the Details),[object Object],Gain Consent,[object Object],Monologue vs Dialogue,[object Object],Needs vs Wants,[object Object],Problems (not Benefits),[object Object],Provides 200 Tools/Techniques,[object Object]
Mindset of Marketing,[object Object],Influence – Robert Cialdini,[object Object],Reciprocity,[object Object],Commitment & Consistency,[object Object],Social Proof,[object Object],Authority,[object Object],Liking,[object Object],Scarcity,[object Object]
Mindset of Marketing,[object Object],Repetition,[object Object],5000 marketing messages daily,[object Object],Delete 2/3 we are even interested in,[object Object],9 exposures to move to purchase readiness,[object Object],74% need 2 different forms of marketing,[object Object],33% need 3 different marketing messages,[object Object],Public Intelligence is increasing,[object Object]
Mindset of Marketing,[object Object],Permission Marketing ,[object Object],– Seth Godin,[object Object],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. ,[object Object]
Marketing Tools/Techniques,[object Object],200 Guerrilla Marketing techniques available,[object Object],Only need to use those which are relevant to your client demographic,[object Object],Develop more within your marketing plan,[object Object]
Marketing Tools/Techniques,[object Object],Mini Media,[object Object],Business Cards,[object Object],Stationery,[object Object],Postcards,[object Object],Personal Letters,[object Object],Trade Shows,[object Object]
Marketing Tools/Techniques,[object Object],Maxi Media,[object Object],Advertising,[object Object],Direct Mail,[object Object],Television,[object Object],Do these last!,[object Object]
Marketing Tools/Techniques,[object Object],e-Media,[object Object],Website,[object Object],Blog,[object Object],Forums,[object Object],PPC,[object Object],Autoresponders,[object Object]
Marketing Tools/Techniques,[object Object],Info Media,[object Object],Knowledge of Market,[object Object],Customer Data,[object Object],Case Studies,[object Object],Articles,[object Object],Infomercials,[object Object]
Marketing Tools/Techniques,[object Object],Human Media,[object Object],Yourself,[object Object],Your employees,[object Object],Contact time with customers,[object Object],Job Title,[object Object],Networking,[object Object]
Marketing Tools/Techniques,[object Object],Non Media,[object Object],Service,[object Object],Word of Mouth,[object Object],Community Involvement,[object Object],Free Trial,[object Object],Product Placement,[object Object]
Marketing Tools/Techniques,[object Object],Company Attributes,[object Object],Name,[object Object],Intelligent Positioning,[object Object],Hours of Operation,[object Object],Service,[object Object],Price,[object Object]
Marketing Tools/Techniques,[object Object],Company Attitudes,[object Object],Easy to do business with,[object Object],Flexibility,[object Object],Speed,[object Object],Attention to Detail,[object Object],Passion & Enthusiasm,[object Object]
Questions?,[object Object]
Learn More,[object Object],10th & 11th November 2011,[object Object],2 day Guerrilla Marketing training,[object Object],Marketing principles,[object Object],Marketing Plan / Calendar ,[object Object],200 Marketing Weapons,[object Object],Internet / Social Media,[object Object],Psychology,[object Object],Memes,[object Object],£197,[object Object]
Andy Poulton	Business West Business Link ICT Specialist,[object Object],Tools to implement your Marketing Strategies,[object Object],Social Media Tools – How to be affective and generate business leads,[object Object]
Guerrilla e-marketing,[object Object]
05.10.11 - Innovative Marketing Strategies - Bridgwater
Noah Kalina,[object Object],21m views on YouTube in 5 years,[object Object],Now that’s the magic of web marketing,[object Object]
Guerrilla e-marketing,[object Object]
05.10.11 - Innovative Marketing Strategies - Bridgwater
05.10.11 - Innovative Marketing Strategies - Bridgwater
Agenda,[object Object],[object Object]
Reality Check
 Social Networks
 Business Networks
 Viral
 Video Marketing
 Email Marketing
 Blogging
 Twitter,[object Object]
World Wide Web – Reality Check,[object Object],Vast Market ,[object Object],Opportunity,[object Object]
World Wide Web – Reality Check,[object Object],6.9 Bn,[object Object],1.8 Bn,[object Object]
World Wide Web – Reality Check,[object Object],Lots of money spent online,[object Object]
World Wide Web – Reality Check,[object Object],2009       2010,[object Object],£88 bn    £118 bn,[object Object],£150 bn  £200 bn,[object Object]
World Wide Web – Reality Check,[object Object],118,[object Object],88,[object Object],64.3,[object Object],£ Bn,[object Object],46.6,[object Object],29.8,[object Object],20.4,[object Object],Source IMRG,[object Object]
World Wide Web – Reality Check,[object Object],New ways of working means,[object Object],People spend more and moretime online,[object Object]
World Wide Web – Reality Check,[object Object],PC,[object Object],Laptop,[object Object],Netbook,[object Object],iPad,[object Object],iPhone,[object Object],Smart Phone,[object Object],WiFi,[object Object],3G,[object Object],4G,[object Object]
Is your business ready?,[object Object],Do you have,[object Object],[object Object]
  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?,[object Object]
Does it Grab the Attention?,[object Object],A – ,[object Object],I – ,[object Object],D – ,[object Object],A – ,[object Object],Grab their ATTENTION,[object Object],Generate an INTEREST,[object Object],Build the DESIRE,[object Object],Promote the ACTION,[object Object]
Agenda,[object Object],[object Object]
Reality Check
 Social Networks
 Business Networks
 Viral
 Video Marketing
 Email Marketing
 Blogging
 Twitter,[object Object]
Social Networks,[object Object]
Average age distribution across social network sites,[object Object],25%,[object Object],19%,[object Object],18%,[object Object],15%,[object Object],10%,[object Object],9%,[object Object],3%,[object Object],18-24,[object Object],0-17,[object Object],25-34,[object Object],35-44,[object Object],45-54,[object Object],55-64,[object Object],65+,[object Object],Data source: Google Ad Planner,[object Object]
Social Networks,[object Object],Social Media is the ,[object Object],No. 1 ,[object Object],online activity,[object Object]
Social Networks,[object Object],2/3rds of the Global Internet population visit Social Networks,[object Object]
Social Networks,[object Object],10% of all internet time is spent on Social Networks,[object Object]
Social Networks,[object Object],www.facebook.com,[object Object]
Facebook,[object Object],If Facebook was a country it would be,[object Object],1/ China,[object Object],2/ India,[object Object],3/ Facebook,[object Object],4/ USA,[object Object]
Facebook,[object Object],Adds 1/2musers every day,[object Object]
Facebook,[object Object],5bn minutesspent on Facebook EVERY day,[object Object]
Facebook,[object Object],1bn,[object Object],[object Object]
news stories
blog postsshared each week,[object Object]
Facebook,[object Object],Facebook now has a greatershare of theinternet than,[object Object]
Online Networks – How,[object Object],www.facebook.com,[object Object]
Facebook – Getting Started,[object Object],3 Types of presence,[object Object],[object Object]
Can join groups
 Ugly URL
 Indexed by Search Engines,[object Object]
Can’t Join Groups
 Can host apps
 “Vanity” URL
 Indexed by Search Engines
 Visitor stats availableBest for brands and businesses,[object Object]
Facebook – Getting Started,[object Object],3 Types of presence,[object Object],[object Object]
Linked to Site Admin
 New members have to be approved
  Send “Direct” messages to members
 Ugly URLGreat for organising at a personal level and smaller scale interactions [<5000 members],[object Object]
Facebook – Getting Started – build profile,[object Object]
Facebook – Getting Started – build page,[object Object]
Facebook – Getting Started – Join In,[object Object]
Facebook – Advertising,[object Object],[object Object]
Either Cost per Click or Cost per 1,000 impressions
Measurable
Controllable
Daily Budget
Scheduling
Test, Measure, Feedback,[object Object]
 Join some groups
 Start your own group
 Contribute and add value
 Link back to your website,[object Object]
Reality Check
 Social Networks
 Business Networks
 Viral
 Video Marketing
 Email Marketing
 Blogging
 Twitter,[object Object]
Linkedin – Networking for Professionals,[object Object],Over 120 million,[object Object],registered professional users in more than,[object Object],200 countries,[object Object]
Linkedin – Networking for Professionals,[object Object],More than 50%located outside of the USA,[object Object]
Linkedin – Networking for Professionals,[object Object],More than 1.5mcompanies have a Linkedin Company Page,[object Object]
Linkedin – Networking for Professionals,[object Object],Adds 1mnew members every 12 days,[object Object]
Linkedin – Networking for Professionals,[object Object],More than 2bnpeople searchesin 2010,[object Object]
Linkedin – Networking for Professionals,[object Object],www.linkedin.com,[object Object]
Linkedin – Getting Started – build profile,[object Object]
Linkedin – Build Company Page,[object Object]
Linkedin – Getting Started – make contacts,[object Object]
Linkedin – Getting Started – find groups,[object Object]
Linkedin – Getting Started – Answers,[object Object]
Linkedin – Advertise,[object Object],[object Object]
Either Cost per Click or Cost per 1,000 impressions
Measurable
Controllable
Daily Budget
Scheduling
Test, Measure, Feedback,[object Object]
Reality Check
 Social Networks
 Business Networks
 Viral
 Video Marketing
 Email Marketing
 Blogging
 Twitter,[object Object]
Viral Marketing – How & Why,[object Object], Get other people to do your marketing for you,[object Object], It’s free,[object Object], Give them something in return if possible,[object Object]
20,[object Object],400,[object Object],20 x 20,[object Object],400 x 20,[object Object],8000,[object Object],8000 x 20,[object Object],160,000,[object Object],3.2m,[object Object],160,000 x 20,[object Object],Viral Marketing – How & Why,[object Object]
Viral Marketing – How & Why,[object Object],The Thresher ‘Virus’,[object Object]
Viral Marketing – How & Why,[object Object],[object Object]
Circulated via chat-rooms, blogs and email 800,000 times,[object Object]
National TV news coverage
National Radio coverage
National Print news coverage
Generated a rumoured £15m T/O,[object Object]
Viral Marketing -How,[object Object],  Refer a friend,[object Object],  Competitions,[object Object],  Video,[object Object]

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05.10.11 - Innovative Marketing Strategies - Bridgwater