Tuesday 1st November, 2011

“Carlsberg don’t do marketing

seminars, but if they did……”

By Dev Chakraborty

CIM Definition Of Marketing

The management process responsible for identifying, anticipating and satisfying customer requirements profitably

An (Old) Definition Of Marketing

If you can get the Mayor to laugh about it – that’s PR

And if you planned the whole thing – that’s Marketing!!

The circus is coming to town! If you paint a sign saying: “Circus coming to the fairgrounds this

Sunday” – that’s Advertising

If you paint the sign on the back of an elephant and walk it through town – that’s a Promotion

If the elephant walks through the Mayor’s flower bed – that’s Publicity

Marketing Today

In the modern world, we could add:

If you spread the word via your website or blog, or using Facebook and Twitter, perhaps on your iPhone – that’s Social and Digital Media!

“Marketing is the fine art of finding

and keeping customers”

Market Research

What do you think your customers think about you and your business??

Find out what they really think

SWOT analysisMystery shopper

Focus Groups

Surveymonkey.co.uk

Dontguess.co.uk

Networking

Should I be here?!

BNI, NRG, GIN, Lloyds Bank/FSB, 4N, Business Inspired, Chambers of Commerce..

Fail to prepare, prepare to fail … prepare a memorable 60” presentation

Two of you from the same company at the same event?

Post event follow-up, evaluate

Business Cards

Never leave home without them!

Continuity

Quality vs price

Add one line on the back of your card: ‘What I can do for your business’

QR barcode – video testimonial

iPhone application – bump

The future of web design?

Build your own website, zero experience required

www.moonfruit.com

Add pictures, audio, video

Track website traffic

Built-in SEO

Free of charge! (as long as you update it once every 6 months)

Photos for your website

Take images from your camera, and tried to use them on your website? Digital cameras produce massive, high-resolution images which will use up all your webspace allowance.

They will make your website slow to load, and drain the user’s bandwidth.

Resize your images with www.imagemerger.net

Just specify by what percentage you want your images reduced and the site will do the rest.

FREE OF CHARGE!

www.bigstockphoto.com

BigStockPhoto is your fast, easy-to-use marketplace for quality stock images

It offers over 4 million royalty-free photographs and illustrations from talented photographers and artists around the globe

Get feedback on your website

Bounce rates are one of the biggest problems for web designers. Visitors to your site need to be able to see what it’s all about in the first 5 seconds – if they can’t, the chances are that they will leave.

Test whether your design is clear and easy to understand: www.fivesecondtest.com

Your website is revealed to volunteers for 5 seconds

The community of web designers will give you feedback

FREE OF CHARGE!

How others view your website

Type your website address into the main box, choose the size that you want to investigate, and click ‘go’

It launches a new browser that shows your website in the exact size you specified

FREE OF CHARGE!

Did you know each user sees a slightly different amount of each website? Computers have lots of different screen sizes, and users set up their browsers with a range of toolbars.

See how users actually view your website with

www.screen-resolution.com

Free Listings

www.yell.com

www.thomsonlocal.com

www.freeindex.co.uk

www.hotfroguk.co.uk

www.gumtree.com

Diary date to revisit sites every 6 months

Video Footage

Adding video to your website boosts your Google ranking.

60”/90” introduction to your company

Virtual tour......meet the team......client testimonials

Promote in your email signature, Facebook, E-newsletter...

Upload to YouTube

Public Relations

Know your target market – what do they read? FT or The Sun?

Make sure your product or service is ready

Don’t forget local radio

Be clear and concise... so what?!

A picture speaks a thousand words

Deadline is king

Piggyback national/international stories

Always send to a named individual

Follow up… polite persistence

Explore possibility of a regular feature

Contra Deals

Barter, barter, barter!

Double or triple your marketing budget without getting your cheque book out

Advertising – radio, newspapers, magazines, corporate hospitality, etc.

Photography, web design, graphic design, restaurant, training, etc.

… virtually any service!

Client Referrals

Word of mouth is the best form of advertising!

Let your happy customers spread the word

Simple postcard design – referral details on the back

£25 M&S voucher, bottle of champagne, petrol voucher, etc.

Memory jogger, e.g. Sky TV

Who are you? What are you?

If your business was a car, what exactly would it be?!

Mercedes? Vauxhall? Aston Martin? Kia?

A 30-year-old, rusty Capri?

Do your staff/customers share your opinion?

Timing

E-newsletters

Mailshots

January 1st : new calendar year = new financial budgets

April 1st : new financial year

Public Sector – use it or lose it!

Set Goals

How do you eat an elephant?!

Set manageable goals

If the idea of selling 10,000 widgets a year overwhelms you, think of it as selling 27 widgets a day

Sales – cold calling

Just 5 calls a day = 100 per month = 1,200 per year

Promotions

Star FM chocolate campaignBe creativeBe different, be daring!

LinkedIn

Over 120 million professionals use LinkedIn to exchange information, ideas and opportunities:

6 million in the UK

Stay informed about your contacts and industry

Find the people and knowledge you need to achieve your goals

Adds 1 million new members every 12 days

Add a photo: people buy people

Join industry-specific groups

Join geographical groups: FSB, local Chambers, GWE Business West

Reply to threads, position yourself as the expert

Ask questions

Testimonials

Investigate your connections’ connections

Remember your manners! If you wouldn’t do it, say it or share it in person, don’t do it, say it or share it on LinkedIn

Search status updates with LinkedIn Signal, find out who’s talking about your favourite topics

Time Management

What are your time bandits?! Internet surfing, social media, eBay?!

E-newsletters….unsubscribe

Learn to delegate....outsource ...

Emails/social media.....don’t reply straight away

Avoid Vampires!!

“The next 50 years will see new forms of marketing, tailored in greater ways to our lifestyles.

“Traditional advertising will remain on bus stops, on television, via the internet and posted through our letterboxes.

“But word-of-mouth marketing will forever be the most powerful way of persuading customers to join us.

“It’s the product that really forms the future of marketing – as it has done in decades past.”

“The next 50 years will see new forms of marketing, tailored in greater ways to our lifestyles.

“Traditional advertising will remain on bus stops, through the iPhone, on television, via the internet and posted through our letterboxes.

“But word-of-mouth marketing will forever be the most powerful way of persuading customers to join us.

“It’s the product that really forms the future of marketing – as it has done in decades past.”

Sir Richard Branson

Thank You!

Dev Chakraborty

Business Link E: dev.chakraborty@businesslinksw.co.uk

Slides available from:

www.businesslinksw.co.uk/media-centre