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Marketing Tips that don’t cost the earth. Today’s format…. Why is marketing expensive? Time vs Cost Editorial techniques. Digital techniques Face to face techniques GROOVY TOOLS. Why is marketing so expensive?. Specialist tools cost a lot of money High expectations

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Marketing Tips that don’t cost the earth


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    Presentation Transcript
    1. Marketing Tips that don’t cost the earth

    2. Today’s format… • Why is marketing expensive? • Time vs Cost • Editorial techniques • Digital techniques • Face to face techniques • GROOVY TOOLS

    3. Why is marketing so expensive? • Specialist tools cost a lot of money • High expectations • There’s no such thing as a five minute job • There’s often a value put on ‘reach’ e.g advertising circulations/eyeballs/footfall

    4. Time versus cost Money hungry Time hungry Social media Blogging Networking Face to face techniques • Exhibitions • Advertising • Sponsorship • Direct mail • Websites

    5. Editorial techniques

    6. How the UK press operates • National • Times, Telegraph, Independent, Sun, NoTW etc. • Regional • Scotsman, Western Mail, Yorkshire Evening Post, MEN • Local • Lancaster Guardian, Westmorland Gazette, Cumberland News • Trade • The Grocer, Computer Weekly, Pig Farming Today, Pork Pie Gazette • General consumer • Vanity Fair, FHM, Cosmopolitan, Country Life • Specialist consumer • Trail, Saga, Slimming World, Gardening Today, Needles & Pins • Broadcast • BBC, ITV, C4, C5 plus all cable and satellite channels – and Radio • Online • Blogs, online magazines

    7. Editorial techniques • Press releases • Case study articles • Opinion pieces • Product reviews • Letters to the editor • Competitions • Piggy-backing • Feature tracking • Photo stories • Building relationships with journalists

    8. Know the press in your sector • Every industry has its own trade press • Read by everyone in that sector • Influential and powerful • Possible to get coverage without having hot news

    9. Media Hooks • There are 5 media hooks guaranteed to get coverage in any national newspaper or broadcast media…

    10. How does that help you? • Change • What has changed? If nothing – there’s no story • People • People make a story come alive – case studies, testimonials etc. • Conflict • Two schools of thought fighting – e.g. energy debate, law suit stories, bucking the trend

    11. Blogs Piggy backing Story pitching Competitions Reviews Stunts Social media Overview of ways to get coverage • News • Features • Letters page • Profile articles • Opinion article • Press events • Exhibitions and trade shows • Statistics and surveys

    12. Press releases • The first step for press relations • Reasons for sending a release… • New order win • New product or service • Something has changed in your organisation • Investment, new senior staff • Partnership agreements • Financial results • Quirky human interest stories • Charity involvement, the ‘British eccentric’

    13. Industry specific • Part of a wider issue in your industry • Press releases • Use relevant quotes, statistics and pictures

    14. Oxley’s Health Spa, Ambleside

    15. Opinion articles • Coverage without news • Controversial comment is always welcome • Pick ‘hot topics’

    16. Profile Pieces Great when you have no news ‘Pitch’ when you are in the middle of a positive trading period Look for an unusual angle

    17. Features

    18. Stunt examples…

    19. But… • Newspaper circulations are declining • Online information is the future • Publication houses must re-invent themselves • People now value ‘interactive’ capabilities • People want a voice of their own

    20. Face to face techniques • Networking clubs • Speaking engagements • Visiting trade shows • Attending conferences • Share trade stand space • Referral networks • Buzz marketing • Collaborative networking • Mentoring schemes • Volunteering

    21. Digital techniques • Twitter • Facebook • YouTube • Pinterest • Blogging • Guest blogging • Viral memes • Email marketing • List building • Banner advertising • Ecommerce • Reciprocal links

    22. http://www.vcita.com/home • https://hootsuite.com/ • www.google.com/alerts • http://www.smartinsights.com/search-engine-marketing/keyphrase-analysis/seo-keyword-research/ • http://www.wordstream.com/free-internet-marketing-tools • http://www.prdaily.com/Main/Articles/15432.aspx#

    23. You can download slides at: www.brightsparkmarketing.com/downloads

    24. Blue Ocean Strategy Red oceans Blue oceans Competition is irrelevant because the rules have not been set yet You’re creating a new and uncontested market space You are offering customers real value innovation Customers will come to you and which means marketing costs less • Full of bloody competition • The rules are created by someone else • You become obsessed with what your competitors are doing • The ocean is crowded with too many people doing and saying the same thing • Marketing is expensive – you have to out spend or out-shout everyone else