This document summarizes an event about innovative marketing strategies for small businesses with limited budgets. The event included presentations on guerrilla, fusion, affiliate, and joint venture marketing strategies from Dan Storey of Guerrilla Marketing. It also included a session on social media tools for effective lead generation from Andy Poulton of Business West. The event was hosted by Tara Gillam of Business West and the Enterprise Europe Network and provided information on accessing European markets and business opportunities through their partner search services.
3. Agenda
09.00am Registration and Coffee
9.30am Welcome and Introduction Tara Gillam, Business West
9.40am Marketing Strategies Dan Storey, Guerrilla Marketing
Guerrilla/Fusion/Affiliate/Joint Venture your Business
11.00am Refreshment Break
11.15am Marketing Strategies Dan Storey, Guerrilla Marketing
Continued your Business
1.00pm Lunch
1.30pm Tools to implement your Marketing Strategies Andy Poulton, Business West
Social Media Tools – How to be affective and
generate business leads
3.30pm Enterprise Europe Network Tara Gillam, Business West
Targeting Joint Ventures and using the Partnership
Tool to access over 14,000 business opportunities
4.00pm Next Steps & Close
Refreshments and Networking Opportunities
4. Providing high quality support and
leadership via the Chambers of Commerce
and Initiative for businesses in our region
5. The network of Bristol, Bath and Gloucestershire
Chambers of Commerce.
Access Business Benefits:
Networking
Information
Business Services
Representation
6. The Initiative
A business leadership team
which enables the business community to play a part in
influencing the way the West of England is shaped,
managed and developed.
7. Your European business experts
With Partners in over 50 countries
Enterprise Europe Network South West provides:
Advice and support to access European markets
New business opportunities through our partner search service
Guidance on EU R&D programmes
A business consultation and policy-feedback service
w: www.enterpriseeuropesw.org.uk or www.eensw.co.uk
e: info@enterpriseeuropesw.org.uk
t: +44 (0)1275 370 997
8.
9. High Growth services to support your business
Starting a High Growth Business
Coaching for High Growth
Understanding Finance for Business
Could you do with a guiding hand from an experienced and impartial coach who has
your best interests at heart? We can help you to achieve your business goals through
our specially devised programmes.
Beat the competition by Funded by Delivered by
registering your interest today at
www.growthsouthwest.co.uk
or by calling 01275 370 760
10. Protect your intellectual property rights and
exploit new commercial opportunities
Would you like impartial advice on how to protect all aspects of your
Intellectual Property (IP)?
Ignite IP can help you manage your trade marks, designs, copyright and patents,
‘intellectual assets’ such as specialist knowledge, company manuals and technical
expertise?
Find out how you can protect your
Intellectual Property by contacting:
info@igniteip.co.uk
Call 01275 370880
Or visit our website www.igniteip.co.uk
11. Improve
Your Resource
Efficiency (IYRE)
Your business can save money, reduce waste and become more
competitive – simply by reassessing resource use within the business
Contact Business West’s team of
environmental advisers to see if your business
qualifies to receive free, independent, bespoke
support:
01275 376 233
iyre@businesswest.co.uk
Funded by: Part of:
www.businesswest.co.uk/iyre
13. What we will cover today
• Overview of Marketing
• Marketing Plan Overview
7 Sentence Marketing Plan
• Joint Venture Marketing
• Fusion Marketing
• Affiliate Marketing
• Guerrilla Marketing
• Traditional Marketing vs Guerrilla Marketing
• Mindset of Marketing
• 200 Tools of Marketing
14. About Me
• Guerrilla Marketing
Master Trainer
• NLP Master Practitioner
& Trainer
• You/You
• You/I
• They/I
15. What is Marketing?
Going after conventional business
goals using unconventional means!
16. Marketing is…
• All Contact
• A Circle
• A Process
• The Truth made Fascinating
• Chance to Educate your Market how to Succeed
• Business more than Art
• Art of getting people to Change Their Mind
17. Marketing is NOT…
• Advertising • Stage for Humour
• Direct Mail • Invitation to be Clever
• Telemarketing • Complicated
• Brochures • A Miracle Worker
• Yellow Pages • Website
• Show Business
18. Marketing is…
• Opportunity to earn profits
• A chance to cooperate with other businesses
• Process of building lasting relationships
19. 7-Sentence Marketing Plan
1 – Purpose of Marketing
– Call to Action?
– Definitive progression towards a sale
• Visit your store
• Call your sales team
• Follow you on social media
• Go to a specific web page
– Influence speed of action?
20. 7-Sentence Marketing Plan
2 – Competitive Advantage
– Why should people do business with YOU?
– Link to tagline?
21. Taglines - Guess the Company
• Just Do It
• What’s in your wallet?
• Built for the road ahead
• Connecting People
• I’m Lovin’ It
• 57 Varieties
• They’re Grrrrreat!
22. Taglines - Guess the Company
• The Un-Cola
• Think outside the bun
• When you can’t brush after every meal
• I’d rather fight than switch
• Raising the bar
• Power of dreams
• Trusted to deliver excellence
• That was easy
24. 7-Sentence Marketing Plan
4 – Marketing Tools/Techniques
– Suitable for target audience
– Context as well as Content
– Over 200 Marketing tools/techniques
26. 7-Sentence Marketing Plan
6 – Corporate Identity
– What are the values of your company
– All things equal, these can set you apart from
competition
27. 7-Sentence Marketing Plan
7 – Budget
– Average company spends just under 4%
– What happens to the average business?
– Key to success = Measurement
29. Why?
• Rapid marketing and sales results through
existing channels
• Reduce marketing spend by not having to
do lead generating activities
• Improved results by getting endorsements
from marketing partners
• Great for companies looking for quick wins
in new markets
30. Joint Ventures
• Utilising an existing marketing channel
• Win-Win-Win
– Customers
– JV Partner
– You
• Do it for them
– Make it easier to say yes than no
31. Joint Ventures
• Choosing a partner
– Client Demographics
– Similar Values
– Survey your existing clients
– Networking
33. Fusion Marketing
• Multiple companies marketing to the same
group of people
• Shared marketing cost
• Useful if clients looking for all-in-one solution
• Examples
– Wedding services
– Local business magazine
34. Affiliate Marketing
• Allow other people to sell your
products/services for you
• Many big retailers offer commission for sales
– Amazon
– iTunes
– Expedia
– Insurance Companies
• White Label websites/Drop Shipping
56. How to increase sales using
Guerrilla Marketing?
Coca Cola
Friendship Machine
12 Foot Vending Machine
40x Regular Sales
57. Traditional vs Guerrilla Marketing
• Invest Time, Energy, Imagination & Knowledge
• Removes the Mystique
• Geared to Small Business
• Profits as main yardstick
• Based on Psychology (not Guesswork)
• Focus (not Diversification)
• Grow Geometrically (4 Ways)
• Fervent Follow Up
58. Traditional vs Guerrilla Marketing
• Cooperate (not Compete)
• Meme (not Logo)
• Giving (not Taking)
• Me vs You Marketing
• Promotes Marketing Combinations
• Relationships over Sales
• Very Techno-cozy
• Individuals not Groups (Nanocasting)
59. Traditional vs Guerrilla Marketing
• Intentional (focus on the Details)
• Gain Consent
• Monologue vs Dialogue
• Needs vs Wants
• Problems (not Benefits)
• Provides 200 Tools/Techniques
60. Mindset of Marketing
• Influence – Robert Cialdini
– Reciprocity
– Commitment & Consistency
– Social Proof
– Authority
– Liking
– Scarcity
61. Mindset of Marketing
• Repetition
• 5000 marketing messages daily
• Delete 2/3 we are even interested in
• 9 exposures to move to purchase readiness
• 74% need 2 different forms of marketing
• 33% need 3 different marketing messages
• Public Intelligence is increasing
62. Mindset of Marketing
Permission Marketing
– Seth Godin
• Would not ask someone to
marry you if you just met them
in a bar. Need to develop a
relationship based on ongoing
value which leads to a sale.
63. Marketing Tools/Techniques
200 Guerrilla Marketing techniques available
Only need to use those which are relevant to
your client demographic
Develop more within your marketing plan
73. Learn More
• 10th & 11th November 2011
• 2 day Guerrilla Marketing training
– Marketing principles
– Marketing Plan / Calendar
– 200 Marketing Weapons
– Internet / Social Media
– Psychology
– Memes £197
74. Andy Poulton
Business West
Business Link ICT Specialist
Tools to implement your Marketing Strategies
Social Media Tools – How to be affective and generate
business leads
81. Agenda
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
Slides available from www.159.be 81
82. World Wide Web – Reality Check
Slides available from www.159.be 82
83. World Wide Web – Reality Check
Vast Market
Opportunity
Slides available from www.159.be 83
84. World Wide Web – Reality Check
6.9 Bn
1.8 Bn
Slides available from www.159.be 84
85. World Wide Web – Reality Check
Lots of money
spent online
Slides available from www.159.be 85
86. World Wide Web – Reality Check
2009 2010
£88 bn £118 bn
£150 bn £200 bn
Slides available from www.159.be 86
87. • World Wide Web – Reality Check
120
118
100
80 88
60 64.3
40 46.6
£ Bn
29.8
20 20.4
0
2005 2006 2007 2008 2009 2010
Source IMRG
Slides available from www.159.be 87
88. World Wide Web – Reality Check
New ways of working means
People spend more and more
time online
Slides available from www.159.be 88
89. World Wide Web – Reality Check
PC
Laptop
Netbook
iPad
iPhone
Smart Phone
WiFi
3G
4G
Slides available from www.159.be 89
90. Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?
Slides available from www.159.be 90
91. Is your site ready?
Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling and relevant
content?
Slides available from www.159.be 91
92. Does it Grab the Attention?
A – Grab their ATTENTION
I – Generate an INTEREST
D – Build the DESIRE
A – Promote the ACTION
Slides available from www.159.be 92
93. Agenda
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
Slides available from www.159.be 93
96. Average age distribution across social network sites
25%
19%
18%
15%
10%
9%
3%
0-17 18-24 25-34 35-44 45-54 55-64 65+
Slides available from www.159.be
Data source: Google Ad Planner 96
98. Social Networks
2/3rds of the
Global Internet
population visit
Social
Networks
Slides available from www.159.be 98
99. Social Networks
10% of all
internet time is
spent on Social
Networks
Slides available from www.159.be 99
100. Social Networks
www.facebook.com
Slides available from www.159.be 100
101. Facebook
If Facebook was a country it would be
1/ China
2/ India
3/ Facebook
4/ USA
Slides available from www.159.be 101
102. Facebook
Adds 1/2m
users every
day
Slides available from www.159.be 102
103. Facebook
5bn minutes
spent on
Facebook
EVERY day
Slides available from www.159.be 103
104. Facebook
1bn
• web links
• news stories
• blog posts
shared each week
Slides available from www.159.be 104
105. Facebook
Facebook now
has a greater
share of the
internet than
Slides available from www.159.be 105
106. Online Networks – How
www.facebook.com
Slides available from www.159.be 106
107. Facebook – Getting Started
3 Types of presence
• Profile – personal
o Can join groups
o Ugly URL
o Indexed by Search Engines
Slides available from www.159.be 107
108. Facebook – Getting Started
3 Types of presence
• Page – business
o Can’t Join Groups
o Can host apps
o “Vanity” URL
o Indexed by Search Engines
o Visitor stats available
Best for brands and businesses
Slides available from www.159.be 108
109. Facebook – Getting Started
3 Types of presence
• Group – both
o Linked to Site Admin
o New members have to be approved
o Send “Direct” messages to members
o Ugly URL
Great for organising at a personal level and
smaller scale interactions [<5000 members]
Slides available from www.159.be 109
110. Facebook – Getting Started – build profile
Slides available from www.159.be 110
111. Facebook – Getting Started – build page
Slides available from www.159.be 111
112. Facebook – Getting Started – Join In
Slides available from www.159.be 112
113. Facebook – Advertising
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable
• Daily Budget
• Scheduling
• Test, Measure, Feedback
Slides available from www.159.be 113
114. Social Networks – Build your profile - Groups
• Search for groups
• Join some groups
• Start your own group
• Contribute and add value
• Link back to your website
Slides available from www.159.be 114
115. Agenda
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
Slides available from www.159.be 115
117. Linkedin – Networking for Professionals
Over 120 million
registered professional
users in more than
200 countries
Slides available from www.159.be 117
118. Linkedin – Networking for Professionals
More than 50%
located outside
of the USA
Slides available from www.159.be 118
119. Linkedin – Networking for Professionals
More than 1.5m
companies have
a Linkedin
Company Page
Slides available from www.159.be 119
120. Linkedin – Networking for Professionals
Adds 1m
new members
every 12 days
Slides available from www.159.be 120
121. Linkedin – Networking for Professionals
More than 2bn
people searches
in 2010
Slides available from www.159.be 121
122. Linkedin – Networking for Professionals
www.linkedin.com
Slides available from www.159.be 122
123. Linkedin – Getting Started – build profile
Slides available from www.159.be 123
124. Linkedin – Build Company Page
Slides available from www.159.be 124
125. Linkedin – Getting Started – make contacts
Slides available from www.159.be 125
126. Linkedin – Getting Started – find groups
Slides available from www.159.be 126
127. Linkedin – Getting Started – Answers
Slides available from www.159.be 127
128. Linkedin – Advertise
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable
• Daily Budget
• Scheduling
• Test, Measure, Feedback
Slides available from www.159.be 128
129. Agenda
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
Slides available from www.159.be 129
131. Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
Slides available from www.159.be 131
132. Viral Marketing – How & Why
20
20 x 20 400
400 x 20 8000
8000 x 20 160,000
160,000 x 20 3.2m
Slides available from www.159.be 132
133. Viral Marketing – How & Why
The Thresher ‘Virus’
Slides available from www.159.be 133
134. Viral Marketing – How & Why
• Discount Voucher intended for
Suppliers and their Friends
• Circulated via chat-rooms, blogs
and email 800,000 times
Slides available from www.159.be 134
135. Viral Marketing – How & Why
• Created queues outside stores
• National TV news coverage
• National Radio coverage
• National Print news coverage
• Generated a rumoured £15m T/O
Slides available from www.159.be 135
136. Britain’s Got Talent
Susan Boyle
Over 70m viewings in 1 week
Slides available from www.159.be 136
137. Viral Marketing -How
• Refer a friend
• Competitions
• Video
Slides available from www.159.be 137
138. Agenda
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
Slides available from www.159.be 138
151. Video Marketing
Your Video
• Look for an angle
• Look for the competition
• Get a feel for YouTube
• Think how else it could be used
Slides available from www.159.be 151
152. Video Marketing
Your Video
• Prepare prepare prepare
• Prepare and learn your script
• use cue cards
•Prepare your location
• quiet and free from disturbance
• Prepare yourself
• Get filming
Slides available from www.159.be 152
153. Agenda
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
Slides available from www.159.be 153
155. Why Email Marketing?
• Build Loyalty
• Remind former clients that you are still around
• Advise clients of full range of services
• Provide easy access to latest – news/advice/offers
Slides available from www.159.be 155
160. Email Marketing – Key Elements to success
• Develop your database
• Existing Client Data
• Encourage Subscription through website
Offer enticement to subscribe
Exclusive deals, Top Tips, early access to information
• Subscription through other routes
Slides available from www.159.be 160
161. Email Marketing – Key Elements to success
Quality Content
• Relevant
• Tailored
• GRAB attention
• Frequency
• Monitor, Measure, Feedback - repeat
Slides available from www.159.be 161
162. Email Marketing – Measure by Measure
What can be measured
• Number of emails sent
• Number of bounces
• Number opened
• Number deleted without opening
• Action taken
Slides available from www.159.be 162
163. Email Marketing – Measure by Measure
Slides available from www.159.be 163
164. Email Marketing – Tools
• Mail Chimp www.mailchimp.com
• Vertical Response www.verticalresponse.com
• Constant Contact www.constantcontact.com
• iMailer www.emailtools.co.uk
• Reality Mail www.realitymail.co.uk
• Mailing Manager www.mailingmanager.com
• Graphic Mail www.graphicmail.co.uk
Slides available from www.159.be 164
165. Agenda
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
Slides available from www.159.be 165
167. Blogging – Why
• An easy way to update latest news
• An informal way of communicating
• Helps with the search engine position of your website
• Opens your business to a wider audience
• Helps keep your clients updated
Slides available from www.159.be 167
168. Blogging – When
When you have something to sell
When you have something new to offer
When something changes
When you have some news
When you have something to say
Slides available from www.159.be 168
169. It’s really easy to set up and run a blog
1/ Sign up
2/ Choose a look
3/ Get typing
Slides available from www.159.be 169
170. Blogging – Where
www.blogger.com
www.wordpress.com
Slides available from www.159.be 170
171. Agenda
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
Slides available from www.159.be 171
175. Twitter – Who
310m Businesses and Individuals
International companies Informational Services
Cisco Nasa
IBM Respected News Services Marketing Donut
Dell BBC Startup Donut
CNN
Daily Telegraph
Bath Chronicle Celebrities
Demi Moore
Oprah
Small Businesses Stephen Fry
William Grant – FoxGrant Jonathan Ross
Warren Cass – Business Scene Britney Spears
Lindsay Smith – Team Pixie
Fiona Davies – Flame Interiors
Anthony Lloyd – Fallowfields Hotel Politicians
Neil Ryder – If Only Don Foster
Bryony Thomas – Clear Thought Consulting Jacob Rees-Mogg
Kerry McCarthy
Slides available from www.159.be Duncan Hames 175
176. Twitter – Why
• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool
Slides available from www.159.be 176
177. Twitter – How
Go to www.twitter.com
Slides available from www.159.be 177
179. Twitter – How
Find People to Follow
Slides available from www.159.be 179
180. Twitter – What to Tweet
Anything
Slides available from www.159.be 180
181. Summary
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
Slides available from www.159.be 181
182. Thank You
Andy Poulton
Business Link
M: 07966 547146
andy.poulton@businesslinksw.co.uk
andypoulton
andypoulton
Slides available from www.159.be 182
184. Tara Gillam
Business West
Enterprise Europe Network - Client Services Manager
Enterprise Europe Network
Targeting Joint Ventures and using the Partnership Tool
to access over 14,000 business opportunities
185. Title
Enterprise Europe Network
Sub-title
Targeting Joint Ventures and using the Partnership Tool to
access over 14,000 business opportunities
’
European Commission
Enterprise and Industry
186. Title of the presentation | Date |‹#›
What we will cover:
• Who are Enterprise Europe Network
• Our Role
• Global Reach
• European Partnership Service
• Case Studies
• Activity – creating your own profile
• Next Steps
• Questions
187. Title of the presentation | Date |‹#›
Who are Enterprise Europe Network
• Established in 2008 through merging the Innovation Relay
Centre and European Information Centre, with additional
support for R&D including FP7 & Eurostars
• Funded in part by the European Commission’s Competitiveness
and Innovation Programme
• Global Reach covering 49 Countries
600 offices with approx. 5,000 staff on the ground
Currently 12 people in South West, ensuring regional
coverage
188. Title of the presentation | Date |‹#›
Our Role
To stimulate business growth through collaboration, innovation and
internationalisation. Our 4 key offerings are:
• Identifying new International business opportunities through our
Partnership Service
• Provide advice on how to trade more effectively in European
Markets and Internationally
• Guidance on accessing European Funding
• A European policy-feedback service, including business
consultation
189. Title of the presentation | Date |‹#›
50 Countries including:
27 Member States + 23 Non-EU Members
• Armenia • Montenegro
• Bosnia and Herzegovina • Norway
• Chile • Russia
• China • Serbia
• Croatia • South Korea
• Egypt • Switzerland
• Macedonia • Syria
• Iceland • Tunisia
• Israel • Turkey
• Japan • USA
• Mexico
190. Title of the presentation | Date |‹#›
European Partnership Service
http://www.enterpriseeuropesw.org.uk http://www.eensw.co.uk
191. Title of the presentation | Date |‹#›
European Partnership Service
• Over 14,000 Business Opportunities
• Currently FREE to use
• Commercial, Technical and Research
Opportunities
• Search by Sector, Country of Origin, Offer or
Request and Keyword
192. Title of the presentation | Date |‹#›
European Partnership Service
• No limit to how many “Expressions of
Interest” you make
• Add your own profile to the database
• Find Partners for Collaborations
• Find Agents / Distributors / JV Partners
193. Title of the presentation | Date |‹#›
European Partnership Service
194. Title of the presentation | Date |‹#›
Commercial Profile
20110608016
Spanish company supplier of wines
requests distributors / Commercial
agents for its products in Austria,
Belgium, Denmark, Germany, Ireland,
Netherlands, UK and other countries.
• PDF Download
• E-Mail details to yourself
• Direct Enquiry through the website
195. Title of the presentation | Date |‹#›
Technology Profile
11 RU 86FG 3LJ9
Energy saving machine drive. The
application of the technology reduces
energy consumption of machine drives
by up to 30-40%. The SME seeks
partners for joint further development
and adaptation of the technology to
specific needs.
• PDF Download
• E-Mail details to yourself
• Direct Enquiry through the website
196. Title of the presentation | Date |‹#›
Case Study: Hemisphere Freight
Engagement to Date:
• 47 Expressions of
Interest
• 2 Partnership
Agreements
• 1 Profile
197. Title of the presentation | Date |‹#›
Case Study: Isoperla
Engagement to Date:
• 9 Expressions of
Interest
• 1 Partnership
Agreements
• 2 Profiles
198. Title of the presentation | Date |‹#›
Case Study: Rokkaplay
Engagement to Date:
• 41 Expressions of
Interest
• 3 Partnership
Agreements
1 close to agreements
• 2 Profiles
199. Title of the presentation | Date |‹#›
Case Study: McCormick Weeks
Engagement to Date:
• 2 Expressions of
Interest
• 1 Partnership
Agreements
• 1 Profiles
200. Title of the presentation | Date |‹#›
Activity – creating your own profile
• 10-15 minutes to complete the Business
Profile Proposal Form
• What Profiles do you want to receive as
they go live on the system “Alert Map”?
Sector selection
201. Title of the presentation | Date |‹#›
Next Steps
• Webinar “How to get the most from our
Partner Search Tool”
Monday 7th November 2011 at 11.00am
Friday 18th November 2011 at 11.00am
Monday 28th November 2011 at 2.00pm
202. Title of the presentation | Date |‹#›
Any Questions?
203. Tara Gillam – Client Services Manager
Enterprise Europe Network South West
T: 01275 370 867
M: 07765 999 296
E: tara.gillam@enterpriseeuropesw.org.uk
W: www.enterpriseeuropesw.org.uk or www.eensw.co.uk
204. What's Next!
Complete the Feedback Form
Complete the EEN Profile Form
Book onto a Webinar
Book onto the 2 Day Guerrilla Marketing Event
NETWORK OVER LUNCH