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Creating a marketing campaign with little or no budget 17.11.10 Sherborne, Dorset

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Business Link South West - Events
Business Link South West - Events

This document provides tips and strategies for creating a marketing plan with little to no budget. It discusses inexpensive marketing tools like public relations, direct mail, sponsorships, newsletters, and viral marketing. Specific low-cost ideas are presented such as using elevated urinals to advertise a movie, holding customer appreciation events, and sending creatively shaped direct mail pieces called "lumpy mail" to stand out. The document emphasizes focusing on existing customers, negotiating costs, and being imaginative with limited resources.

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Creating a marketing plan with little or no budget… Your local marketing toolkit Emma James Tasty Marketing 17 November 2010
•(from The Wall Street Journal) •Some time ago in London, just after the release of Spiderman 3, the journalist visited a public toilet in central New York. •Upon entering, he noticed a gap in the line of urinals, one was missing. •Strange, he thought, then something caught his eye. •The urinal wasn’t missing – it was elevated! •There it was, hanging from the ceiling and beside it, on the wall, was a message: •“Spiderman 3 – Out Now.” •He was never to forget it. •THAT IS THE POWER OF MARKETING – it’s not about money – it about how you use it! A smaller budget actually makes you more imaginative.
What is Marketing? •The aim of marketing is to get more from existing customers through cross selling and referrals, plus bringing on board new customers.
Budget cuts and statistics… “You can safely cut your marketing budget as long as you look for cheaper alternatives to keep communicating with your customers.” Moneyaside Magazine “There's a saying that half of your marketing efforts are wasted, but its just knowing which half! Thomas Murrell, Marketing Expert “Advertising grew by a mere 1% in 2008 according to Zenith Optimedia, but PR is much more impressive.” Digital Branding Magazine
Tips to Lower Costs Use your own database Existing customers- more spend and more often Use contacts and clients Testimonials Barter Negotiate Plan ahead Bulk Ask for recommendations and referrals Relationships Review methods and message constantly Share contacts and affinities
BUDGETS… Where are you spending now? •Advertising •Direct mail and distribution •Printing •Signage •Events and exhibitions •New launches • COST PER VIEWER? • IS IT WORKING? • MEASURING RESPONSE?
Are you spending wasted money? •Target audience and medium – who, where, why, when how? •Right message – benefits, length, understanding, •The dreaded advertising – target, measure, attention •Consumer vs B2B direct mail •Planning ahead •Differentiation •Shows and exhibitions •Asking customers •Bargain and negotiate •Don’t follow the competition
Step 1: •Brainstorm •Plan ahead •Create a strategy and message •Split per target audience or sector •Research customers and competitors •Get your team involved
Steps to prepare before creating the plan… •USP •PEST •SWOT •What do you want to achieve – recognition, enquiries, awareness, new markets, launches, growth. •Ask the customers. •What has happened before? How do clients find you now? What has worked and failed in the past?
Marketing Communications Strategy •This is the promotional tools – the Marketing Mix also incorporates pricing, packaging, distribution and products / services. •The chart (handout)
Some budget marketing tools… •Public Relations •Is it newsworthy •Contact local publications •Write a straight forward press release •Take a photo – this can make or break the campaign •Build journalist relationships •Hold a press event or launch
Writing a Press Release
What is Newsworthy?
Ask the experts… •James Tourgout, Editor of Dorset Echo – The press release must contain the basic information – who, what, where when, how? Ensure names are spelt correctly and the most important points are at the top. •Gill Bevis, Editor of The Business magazine – Put the headline in the “re” line of the email and to ensure you stand out from the crowd. Ensure the press release is in a word document so that we can copy the relevant points across. •Bridget Swann, Editor of Dorset Magazine – Keep the press release succinct. Make it easy for us to pick out the key points and ensure the photo is high resolution.
Budget marketing tools… •Cherish Your Customers •Celebrate together – hold events and parties – workshops to hospitality or just in house •Find out what they want – research them / questionnaires •Tell them what you’re doing – newsletters by email or hard copy
Budget marketing tools… Create Special Offers •Offer something different – can they buy more or come back again? •Use seasons as an excuse •Offer loyalty schemes
Budget marketing tools •Sponsorship – rarely used to its full capabilities •Sponsor local events - business •Get involved with the community •Charitable events / sponsorship •Associations
Budget marketing tools… •Think about Direct Mail •B2B strength •Email possibilities •Team up with other firms •Timing and message •Call to action •Databases •Lumpymail
Direct Mail •Lumpymail – a theory by Jon Goldman •The World’s Greatest Direct Mail Secret Weapon •Lumpymail.com •Over shaped and oddly sized!
Lumpymail…The stats… •The average person receives 3100 marketing messages per day! •If you took all direct mail and laid it end to end, it would wrap around the world 6 times in just one year!
The 3 Piles •Everyone sorts their mail into 3 piles: • C Pile: circular or crap! • 87% of mail. • Junk mail,. Solicitation, adverts. • B Pile: “I’ll think it over” • NO! • Not immediate. A PILE: The golden ticket. Personal letter from Nan! Legal letter, wedding invite. GOOD LUMPYMAIL
How do I Get on the A Pile? Break through the clutter – add a lump or bump Make them curious – create a question, what the heck is this? Make sure your piece rolls to the top Be personal
Duct Tape Marketing – Direct Mail Personalisation builds trust Target the list Get the outer envelope right Good things come in small packages A splash of colour Handwritten notes Repetition and telling a story Create a call-to-action •With gravy lumps are bad, with mail lumps are good! •“Notice me!” “Open me!”
Examples •Impact Signs – sweets, rock, muffins •Go South Coast •Tasty Marketing – kidnap, sweets, eggs, Eric •G&H Construction – fish and chips •Shooting Success •Peeks •Take a look at: •Lumpymail.com •Message muffins •Butterfly Bakery •RT Promotions •Sweetsncandy.com •The Carrier Bag Shop •Peeks
FLU! Viral marketing spreads – you want to encourage it! E.g. • networking • Word of mouth • Referrals • Affinities • Incentives • Loyalty • PR • Newsletters • Existing contacts • Recommendations • Testimonials
Newsletters •“A newsletter is a conversation, not a speech!” •FACTORS TO CONSIDER: • Cost • Method of sending • Time • Team involvement • Personalisation • Frequency • Not too much selling – advice and news • New products and launches • Client cases • Competitions and promotions • Incentives to respond • Templates • Feedback • Continuity long term • Integration • Title • Columns • Who are you speaking to? • Look and feel
Ten Things Copy Should Always Be:
The Attention Economy “Businesses need to get and hold a customer's attention in order to achieve business success” Thomas C Davenport and John C Beck “Attention is the focused mental engagement on a particular item of information.”
The Attention Economy
What type of business are you? •B2B •Affinity Marketing •Seminars and workshops •Direct Mail •Eshots and newsletters •Shows and exhibitions •Networking and w.o.m. •B2C •Loyalty with other businesses •In house materials •Vouchers •Brochures and catalogues •Outdoor signage
NEXT STEPS (Duct tape marketing) •1.What do you really want to achieve? •2.Beleive it is possible! •3.Put it in writing. •4.List the detail of the benefits. •5.Set a deadline. •6.List the possible hurdles. •7.What skills, people and resources do you need? •8.Plan. •9. Revise. •10. Commit
Who are Tasty Marketing? •Local marketing for local companies •Specialist in Hants and Dorset •The Menu •www.tastymarketing.co.uk

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Creating a marketing campaign with little or no budget 17.11.10 Sherborne, Dorset

  • 1. Creating a marketing plan with little or no budget… Your local marketing toolkit Emma James Tasty Marketing 17 November 2010
  • 2. •(from The Wall Street Journal) •Some time ago in London, just after the release of Spiderman 3, the journalist visited a public toilet in central New York. •Upon entering, he noticed a gap in the line of urinals, one was missing. •Strange, he thought, then something caught his eye. •The urinal wasn’t missing – it was elevated! •There it was, hanging from the ceiling and beside it, on the wall, was a message: •“Spiderman 3 – Out Now.” •He was never to forget it. •THAT IS THE POWER OF MARKETING – it’s not about money – it about how you use it! A smaller budget actually makes you more imaginative.
  • 3. What is Marketing? •The aim of marketing is to get more from existing customers through cross selling and referrals, plus bringing on board new customers.
  • 4. Budget cuts and statistics… “You can safely cut your marketing budget as long as you look for cheaper alternatives to keep communicating with your customers.” Moneyaside Magazine “There's a saying that half of your marketing efforts are wasted, but its just knowing which half! Thomas Murrell, Marketing Expert “Advertising grew by a mere 1% in 2008 according to Zenith Optimedia, but PR is much more impressive.” Digital Branding Magazine
  • 5. Tips to Lower Costs Use your own database Existing customers- more spend and more often Use contacts and clients Testimonials Barter Negotiate Plan ahead Bulk Ask for recommendations and referrals Relationships Review methods and message constantly Share contacts and affinities
  • 6. BUDGETS… Where are you spending now? •Advertising •Direct mail and distribution •Printing •Signage •Events and exhibitions •New launches • COST PER VIEWER? • IS IT WORKING? • MEASURING RESPONSE?
  • 7. Are you spending wasted money? •Target audience and medium – who, where, why, when how? •Right message – benefits, length, understanding, •The dreaded advertising – target, measure, attention •Consumer vs B2B direct mail •Planning ahead •Differentiation •Shows and exhibitions •Asking customers •Bargain and negotiate •Don’t follow the competition
  • 8. Step 1: •Brainstorm •Plan ahead •Create a strategy and message •Split per target audience or sector •Research customers and competitors •Get your team involved
  • 9. Steps to prepare before creating the plan… •USP •PEST •SWOT •What do you want to achieve – recognition, enquiries, awareness, new markets, launches, growth. •Ask the customers. •What has happened before? How do clients find you now? What has worked and failed in the past?
  • 10. Marketing Communications Strategy •This is the promotional tools – the Marketing Mix also incorporates pricing, packaging, distribution and products / services. •The chart (handout)
  • 11. Some budget marketing tools… •Public Relations •Is it newsworthy •Contact local publications •Write a straight forward press release •Take a photo – this can make or break the campaign •Build journalist relationships •Hold a press event or launch
  • 12. Writing a Press Release
  • 14. Ask the experts… •James Tourgout, Editor of Dorset Echo – The press release must contain the basic information – who, what, where when, how? Ensure names are spelt correctly and the most important points are at the top. •Gill Bevis, Editor of The Business magazine – Put the headline in the “re” line of the email and to ensure you stand out from the crowd. Ensure the press release is in a word document so that we can copy the relevant points across. •Bridget Swann, Editor of Dorset Magazine – Keep the press release succinct. Make it easy for us to pick out the key points and ensure the photo is high resolution.
  • 15. Budget marketing tools… •Cherish Your Customers •Celebrate together – hold events and parties – workshops to hospitality or just in house •Find out what they want – research them / questionnaires •Tell them what you’re doing – newsletters by email or hard copy
  • 16. Budget marketing tools… Create Special Offers •Offer something different – can they buy more or come back again? •Use seasons as an excuse •Offer loyalty schemes
  • 17. Budget marketing tools •Sponsorship – rarely used to its full capabilities •Sponsor local events - business •Get involved with the community •Charitable events / sponsorship •Associations
  • 18. Budget marketing tools… •Think about Direct Mail •B2B strength •Email possibilities •Team up with other firms •Timing and message •Call to action •Databases •Lumpymail
  • 19. Direct Mail •Lumpymail – a theory by Jon Goldman •The World’s Greatest Direct Mail Secret Weapon •Lumpymail.com •Over shaped and oddly sized!
  • 20. Lumpymail…The stats… •The average person receives 3100 marketing messages per day! •If you took all direct mail and laid it end to end, it would wrap around the world 6 times in just one year!
  • 21. The 3 Piles •Everyone sorts their mail into 3 piles: • C Pile: circular or crap! • 87% of mail. • Junk mail,. Solicitation, adverts. • B Pile: “I’ll think it over” • NO! • Not immediate. A PILE: The golden ticket. Personal letter from Nan! Legal letter, wedding invite. GOOD LUMPYMAIL
  • 22. How do I Get on the A Pile? Break through the clutter – add a lump or bump Make them curious – create a question, what the heck is this? Make sure your piece rolls to the top Be personal
  • 23. Duct Tape Marketing – Direct Mail Personalisation builds trust Target the list Get the outer envelope right Good things come in small packages A splash of colour Handwritten notes Repetition and telling a story Create a call-to-action •With gravy lumps are bad, with mail lumps are good! •“Notice me!” “Open me!”
  • 24. Examples •Impact Signs – sweets, rock, muffins •Go South Coast •Tasty Marketing – kidnap, sweets, eggs, Eric •G&H Construction – fish and chips •Shooting Success •Peeks •Take a look at: •Lumpymail.com •Message muffins •Butterfly Bakery •RT Promotions •Sweetsncandy.com •The Carrier Bag Shop •Peeks
  • 25. FLU! Viral marketing spreads – you want to encourage it! E.g. • networking • Word of mouth • Referrals • Affinities • Incentives • Loyalty • PR • Newsletters • Existing contacts • Recommendations • Testimonials
  • 26. Newsletters •“A newsletter is a conversation, not a speech!” •FACTORS TO CONSIDER: • Cost • Method of sending • Time • Team involvement • Personalisation • Frequency • Not too much selling – advice and news • New products and launches • Client cases • Competitions and promotions • Incentives to respond • Templates • Feedback • Continuity long term • Integration • Title • Columns • Who are you speaking to? • Look and feel
  • 27. Ten Things Copy Should Always Be:
  • 28. The Attention Economy “Businesses need to get and hold a customer's attention in order to achieve business success” Thomas C Davenport and John C Beck “Attention is the focused mental engagement on a particular item of information.”
  • 30. What type of business are you? •B2B •Affinity Marketing •Seminars and workshops •Direct Mail •Eshots and newsletters •Shows and exhibitions •Networking and w.o.m. •B2C •Loyalty with other businesses •In house materials •Vouchers •Brochures and catalogues •Outdoor signage
  • 31. NEXT STEPS (Duct tape marketing) •1.What do you really want to achieve? •2.Beleive it is possible! •3.Put it in writing. •4.List the detail of the benefits. •5.Set a deadline. •6.List the possible hurdles. •7.What skills, people and resources do you need? •8.Plan. •9. Revise. •10. Commit
  • 32. Who are Tasty Marketing? •Local marketing for local companies •Specialist in Hants and Dorset •The Menu •www.tastymarketing.co.uk