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

15. Oxley’s Health Spa, Ambleside

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

17. 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

18. Features

19. Stunt examples…

20. 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

21. 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

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

23. 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#

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

25. 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