marketing tips that don’t cost the earth. today’s format… why is marketing expensive? time vs...
TRANSCRIPT
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Marketing Tips that don’t cost the earth
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Today’s format…
• Why is marketing expensive?
• Time vs Cost• Editorial
techniques
• Digital techniques• Face to face
techniques• GROOVY TOOLS
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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
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Time versus cost
Money hungry
• Exhibitions• Advertising• Sponsorship• Direct mail• Websites
Time hungry
• Social media• Blogging• Networking• Face to face
techniques
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Editorial techniques
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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
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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
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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
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Media Hooks
• There are 5 media hooks guaranteed to get coverage in any national newspaper or broadcast media…
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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
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Overview of ways to get coverage
• News• Features• Letters page• Profile articles• Opinion article• Press events• Exhibitions and trade shows• Statistics and surveys
• Blogs• Piggy backing• Story pitching• Competitions• Reviews• Stunts• Social media
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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’
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• Industry specific• Part of a wider issue in
your industry• Press releases• Use relevant quotes,
statistics and pictures
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Oxley’s Health Spa, Ambleside
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Opinion articles
• Coverage without news• Controversial comment
is always welcome• Pick ‘hot topics’
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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
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Features
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Stunt examples…
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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
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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
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Digital techniques
• Twitter• Facebook• YouTube• Pinterest• Blogging• Guest blogging• Viral memes
• Email marketing• List building• Banner advertising• Ecommerce• Reciprocal links
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• http://www.vcita.com/home
• https://hootsuite.com/ • www.google.com/alerts• http://www.smartinsigh
ts.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#
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You can download slides at:
www.brightsparkmarketing.com/downloads
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Blue Ocean Strategy
Red oceans
• 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
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
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ELIMINATE RAISE
REDUCE CREATE