Marketing on a Budget

Charlotte Rainey

24th November 2013

What is marketing?

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

profitably’. - CIM

The right product to the right person at the right time

research

Customers

• Who are they?– Now and future

• Where are they?– Can you reach them?

• What do they like?• Tone of voice• Who are profitable ones?• Who influences them?• What do they like about you?

competition

Competition

• Who are they?• Where are they?– Actual location, online, in catalogues….

• What do they say / do?• What channels do they use• What are they good at / bad at

Consider - brand, price, strategies

Market

• Opportunities and threats• Rule changes, regulations• New entrants

Product / Service

• Price– Discounts, value

• Value• Quality• Brand• Packaging

UNIQUE SELLING POINTS

get going

Marketing Mix

• Direct marketing• Networking• Advertising • PR• Sales promotions• Exhibitions• Direct selling

• Community• Website• Social Media • Blogging• Referrals

Plan

ideas

Social Media and Blogging

• Write your own blog• Comment on other peoples’ blogs• Get bloggers to review/talk about you• Twitter, Facebook, LinkedIn, Pinterest,

Google+, YouTube• CONTENT

PR

• Have a newsworthy story• Stories about people• Quality photographs• Well written copy• Send to the right person – build relationships,

Twitter• Understand journalists area and audience• Customise each press release • Offer unique stories

Direct Relationships

• Networking• Referrals• Go where your customers are– Hand out information– Posters– Stalls

• Pick up the phone

Other ideas

• Be an expert speaker• Email marketing, newsletters, special offers– Gather email addresses

• Get testimonials• Staff and partners are best advocates• Sponsor, get involved in events• Awards

Monitor and review

• Set targets• Measure against targets• Benchmark against competition• How much does activity cost?• What sales did it bring?• Constantly review and update plans

Charlotte Rainey

Luisa Communicationswww.luisacommunications.comcharlotte@luisacommunications

@CharlotteLuisa