Marketing on a Shoestring Budget
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Part of the Paso Robles, CA Chamber of Commerce Exceed Your Vision series, in partnership with the North County Business Resource Center.
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Marketing on a Shoestring Budget
- 2. “Marketing on a Shoestring Budget” 08-21-12 A Paso Robles Chamber of Commerce Event Series, Exceed Your Vision. Sponsored by the North County Business Resource Center La Quinta Inn & Suites, Paso Robles, CA © 2012 Whizbang
- 3. About Me I have 23 years experience as a marketing professional. My agency experience includes working at Asatsu/BBDO, Leo Burnett, Ogilvy & Mather, Team One, Turner. My client experience includes; Allstate, American Air Lines, American Cancer Society, American Express, Delta, Disney, IBM, Kodak, Lexus, McDonalds, Morgan Stanley, P&G, Pioneer,1996 Olympic Games, University of Illinois, United Way. I co-founded Whizbang Marketing in San Luis Obispo in 2001. Since then, Whizbang has worked with over 100 local businesses helping them achieve their success.
- 4. About Whizbang Whizbang is a full-service marketing firm located in San Luis Obispo, CA. We deliver innovative and idea driven solutions for our clients’ brands through all B2B, B2C, B2G, B2P, P2P and all the other "2" acronym touch-points. Our mission is to deliver ideas with impact to help businesses succeed.
- 5. FOLLOW WHIZBANG • twitter.com/whizbangideas • facebook.com/whizbangideas • youtube.com/user/whizbangideas • slideshare.net/whizbangideas • frank@whizbangideas.com • Linkedin.com/in/frankscotti © 2012 Whizbang
- 7. SITUATION © 2012 Whizbang
- 8. SITUATION • Unfavorable economy • Cost of advertising • Competition • Clutter • Community size • Cost of eCommerce website • Cost of goods increasing • Margins decreasing © 2012 Whizbang
- 9. SALES CHANNELS © 2012 Whizbang
- 10. SALES CHANNELS • Brick &Morter • eCommerce • Postal delivery • Digital delivery • On-site • Distribution • Events • Catalog © 2012 Whizbang
- 11. ADVERTISING CHANNELS © 2012 Whizbang
- 12. ADVERTISING CHANNELS • Print ads • Radio • Out of home • Direct mail • Promotions • Online marketing continued… © 2012 Whizbang
- 13. ADVERTISING CHANNELS • Print ads • Endorsements • Radio • Sponsorships • Out of home • PR • Direct mail • Referral program • Promotions • Guerrilla • Online marketing • Word of mouth © 2012 Whizbang
- 14. ADVERTISING CHANNELS • Print ads • Endorsements • Radio • Sponsorships • Out of Home • PR • Direct Mail • Referral program • Promotions • Guerrilla • Online marketing • Word of mouth 5:50 © 2012 Whizbang
- 15. GUIDELINES The Four C’s • Clarity • Consistency • Creativity • Commitment © 2012 Whizbang
- 16. GUIDELINES • Clarity - Clear budget © 2012 Whizbang
- 17. GUIDELINES • Clarity - Clear budget - Clear marketing goal © 2012 Whizbang
- 18. GUIDELINES • Clarity - Clear budget - Clear marketing goal - Clear brand positioning © 2012 Whizbang
- 19. GUIDELINES • Clarity - Clear budget - Clear marketing goal - Clear brand positioning - Clear advertising objective © 2012 Whizbang
- 20. GUIDELINES • Clarity - Clear budget - Clear marketing goal - Clear brand positioning - Clear advertising objective - Clear media plan © 2012 Whizbang
- 21. GUIDELINES • Clarity What’s the difference between a marketing goal, an advertising objective and a media plan? -Marketing Objective: to Increase Sales by 10% -Advertising = communication; to a defined audience, information and a point-of-view that stimulates action -Media Plan: a schedule of where and when you will share your advertising message © 2012 Whizbang
- 22. GUIDELINES • Clarity • Consistency © 2012 Whizbang
- 23. GUIDELINES • Clarity • Consistency - Consistent brand image © 2012 Whizbang
- 24. GUIDELINES • Clarity • Consistency - Consistent brand image - Consistent brand message © 2012 Whizbang
- 25. GUIDELINES • Clarity • Consistency - Consistent brand image - Consistent brand message - Consistent presence © 2012 Whizbang
- 26. GUIDELINES • Clarity • Consistency • Creativity © 2012 Whizbang
- 27. GUIDELINES • Clarity • Consistency • Creativity - Are you breaking thru - Is your marketing effort memorable © 2012 Whizbang
- 28. © 2012 Whizbang
- 29. © 2012 Whizbang
- 30. GUIDELINES • Clarity • Consistency • Creativity • Commitment - the worst thing you can do is start then stop © 2012 Whizbang
- 31. EFFECTIVE MARKETING is determined by: © 2012 Whizbang
- 32. EFFECTIVE MARKETING is determined by: • Money • Time • Longevity • Luck • Size • Location • A lot of influential friends © 2012 Whizbang
- 33. EFFECTIVE MARKETING is determined by: • Money • Time • Longevity • Luck • Size • Location • A lot of influential friends © 2012 Whizbang
- 34. LOW COST MARKETING TACTICS In the following slides, I will show you how to use marketing tactics that will bring customers to your business…on a “shoestring budget.” © 2012 Whizbang
- 35. LOW COST MARKETING TACTICS • Public relations • Press releases • Facebook • Twitter • Yelp! • Google Places • eMarketing • In-store • Community cause © 2012 Whizbang
- 36. LOW COST MARKETING TACTICS • Public relations • Press releases • Facebook TIME • Twitter • Yelp! • Google Places • eMarketing • In-store TIME & MONEY • Community cause © 2012 Whizbang
- 37. LOW COST MARKETING TACTICS • Public Relations © 2012 Whizbang
- 38. LOW COST MARKETING TACTICS • Public Relations “Public relations helps an organization and its publics adapt mutually to each other.” – Public Relations Society of America - Two-way communication is the new objective. © 2012 Whizbang
- 39. LOW COST MARKETING TACTICS • Public Relations - community cause © 2012 Whizbang
- 40. LOW COST MARKETING TACTICS • Public Relations - community cause - what is your current community cause? © 2012 Whizbang
- 41. LOW COST MARKETING TACTICS • Public Relations - community cause - what is your current community cause? - how is your cause related to your business? © 2012 Whizbang
- 42. LOW COST MARKETING TACTICS • Public Relations - community cause - what is your current community cause? - how is your cause related to your business? - are you sharing it with customers? © 2012 Whizbang
- 43. LOW COST MARKETING TACTICS • Public Relations - community cause - what is your current community cause? - how is your cause related to your business? - are you sharing it with customers? Community cause: DONE © 2012 Whizbang
- 44. LOW COST MARKETING TACTICS • Public Relations – sponsorship © 2012 Whizbang
- 45. LOW COST MARKETING TACTICS • Public Relations – sponsorship - sponsor a public event that attracts your ideal customer base. For example, you make custom gift baskets. So it would be good exposure to donate sample gift baskets for fundraisers and auctions. © 2012 Whizbang
- 46. LOW COST MARKETING TACTICS • Public Relations – sponsorship; example © 2012 Whizbang
- 47. LOW COST MARKETING TACTICS • Public Relations – sponsorship; example © 2012 Whizbang
- 48. LOW COST MARKETING TACTICS • Public Relations – sponsorship; example sponsorship: DONE © 2012 Whizbang
- 49. LOW COST MARKETING TACTICS • Public Relations – get outside 6:25 © 2012 Whizbang
- 50. LOW COST MARKETING TACTICS • Public Relations – get outside •speaking engagements •volunteer •join community groups •submit an op-ed © 2012 Whizbang
- 51. LOW COST MARKETING TACTICS • Public Relations – get outside •speaking engagements •volunteer •join community groups •submit an op-ed THEN SHARE IT! © 2012 Whizbang
- 52. LOW COST MARKETING TACTICS • Public Relations – get outside •speaking engagements •volunteer •join community groups Get •submit an op-ed outside: DONE THEN SHARE IT! © 2012 Whizbang
- 53. LOW COST MARKETING TACTICS • Press Release © 2012 Whizbang
- 54. LOW COST MARKETING TACTICS • Press Release A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or eMailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. © 2012 Whizbang
- 55. LOW COST MARKETING TACTICS • Press Release - community outreach - new hire - new partnership - locally relevant industry news - a big job completion - attending an industry tradeshow - winning an award - “green” news © 2012 Whizbang
- 56. LOW COST MARKETING TACTICS • Press Release - Atascadero News - Paso Press - Tribune - Cambrian - Tolosa Press - New Times - North County Life - Paso Robles Magazine - Gazette - 98.1 KJUG - KSBY.com © 2012 Whizbang
- 57. LOW COST MARKETING TACTICS •Press Release •Do have a useful, clear subject line •Do have a (relevant) point •Do keep it short, direct •Do include labeled links •Do include quotes © 2012 Whizbang
- 58. LOW COST MARKETING TACTICS •Press Release •Don’t include attachments •Don’t pander •Don’t sell •Don’t exaggerate or lie •Don’t send more than one/qtr © 2012 Whizbang
- 59. LOW COST MARKETING TACTICS • Press Release - Example Business: Bloom MicroGreens, Los Osos Idea: Change her PVC plastic clamshells that she delivered her micro greens in, to PLA, a corn-based resin that is both biodegradeable and compostable. Tactic: A press release about how Bloom is one of the first companies to switch to PLA packaging © 2012 Whizbang
- 60. LOW COST MARKETING TACTICS • Press Release - Example Business: Bloom MicroGreens, Los Osos Idea: Change her PVC plastic clamshells that she delivered her micro greens in, to PLA, a corn-based resin that is both biodegradeable and compostable. Tactic: A press release about how Bloom is one of the first companies to switch to PLA packaging. Results: Sunset “Savor” recognition, TV coverage, printed press… more customers © 2012 Whizbang
- 61. LOW COST MARKETING TACTICS • Press Release - Example © 2012 Whizbang
- 62. LOW COST MARKETING TACTICS • Press Release http://ow.ly/d1Grp © 2012 Whizbang
- 63. LOW COST MARKETING TACTICS • Press Release http://ow.ly/d1Grp Press release: DONE © 2012 Whizbang
- 64. LOW COST MARKETING TACTICS • Facebook © 2012 Whizbang
- 65. LOW COST MARKETING TACTICS • Facebook WHY? •I’m a micro business. •I’m only selling to folks in north county. •Besides, most of my clients are not on Facebook. © 2012 Whizbang
- 66. LOW COST MARKETING TACTICS •Facebook Over 70% of adult internet users in San Luis Obispo County are on Facebook (on par with national statistics). © 2012 Whizbang
- 67. LOW COST MARKETING TACTICS •Facebook Over 70% of adult internet users in San Luis Obispo County are on Facebook (on par with national statistics). © 2012 Whizbang
- 68. LOW COST MARKETING TACTICS • Facebook •It’s easy •You get immediate feedback •Your competitor(s) are likely there •SEO optimization •Cross-promotion opportunities •Facebook ads © 2012 Whizbang
- 69. LOW COST MARKETING TACTICS • Facebook •Do get trained on Facebook •Do create a business page •Do create a plan •Do post regularly •Do engage and involve •Do respond to everyone •Do say relevant •Do create/add value © 2012 Whizbang
- 70. LOW COST MARKETING TACTICS •Facebook •Do credit borrowed content •Do like and engage on others pages •Do ask for action © 2012 Whizbang
- 71. LOW COST MARKETING TACTICS •Facebook •Do consider using ads © 2012 Whizbang
- 72. LOW COST MARKETING TACTICS Someone that searches for or likes pages related to fresh Facebook fruits and vegetables can be targeted with a Facebook ad • from Talley Farms Fresh Harvest Box, and we see who else in our network of friends likes Talley, too. Cost: $1.55 if they click on the Talley Farm ad. © 2012 Whizbang
- 73. LOW COST MARKETING TACTICS • Facebook – create a Facebook ad resource http://ow.ly/d9Ffy © 2012 Whizbang
- 74. LOW COST MARKETING TACTICS •Facebook- create a Facebook ad resource www.facebook.com/advertising © 2012 Whizbang
- 75. LOW COST MARKETING TACTICS • Facebook •Don’t fail to maintain your page •Don’t spam likes/friends •Don’t sell. •Don’t be controversial •Don’t be negative •Don’t let everyone post for you © 2012 Whizbang
- 76. LOW COST MARKETING TACTICS • Facebook •Don’t fail to maintain your page •Don’t spam likes/friends •Don’t sell. •Don’t be controversial Facebook: DONE •Don’t be negative •Don’t let everyone post for you © 2012 Whizbang
- 77. LOW COST MARKETING TACTICS • Twitter Small businesses typically get more than half of their customers through word of mouth, and Twitter is the digital manifestation of that. Twitter users broadcast messages of up to 140 characters in length, and the culture of the service encourages people to spread news to friends in their own network. © 2012 Whizbang
- 78. LOW COST MARKETING TACTICS •Twitter WHY? •It’s FREE •It’s EASY •It’s shareable •It’s instantaneous •It’s an engagement tool •It’s a monitoring tool • Twitter users have more Facebook followers © 2012 Whizbang
- 79. LOW COST MARKETING TACTICS • Twitter Example as an engagement tool © 2012 Whizbang
- 80. LOW COST MARKETING TACTICS • Twitter Example as a monitoring tool © 2012 Whizbang
- 81. LOW COST MARKETING TACTICS •Twitter •Do get trained on Twitter •Do create a branded Twitter page •Do create a plan •Do post regularly •Do engage and involve •Do respond •Do stay relevant © 2012 Whizbang
- 82. LOW COST MARKETING TACTICS • Twitter •Do create/add value •Do ask people to share/retweet •Do learn and use # (hashtags) •Do follow others and interact •Do vary your tweet types •Do be authentic •Do focus on quality © 2012 Whizbang
- 83. LOW COST MARKETING TACTICS • Twitter © 2012 Whizbang
- 84. LOW COST MARKETING TACTICS •Twitter •Don’t tweet or retweet excessively •Don’t be negative at any time •Don’t share private info •Don’t spam •Don’t be too serious •Don’t let everyone tweet for you © 2012 Whizbang
- 85. LOW COST MARKETING TACTICS • Twitter resource: Twitter for Small Business, Part 4 http://ow.ly/cHM06 © 2012 Whizbang
- 86. LOW COST MARKETING TACTICS • Twitter resource: Twitter for Small Business, Part 4 http://ow.ly/cHM06 Twitter: DONE 6:40 © 2012 Whizbang
- 87. LOW COST MARKETING TACTICS • Yelp! Yelp is an online guide that helps people find cool places to eat, shop, drink, relax and play, based on the opinions of others who have used the business and/or service. © 2012 Whizbang
- 88. LOW COST MARKETING TACTICS • Yelp! Atascadero Hay & Feed business page © 2012 Whizbang
- 89. LOW COST MARKETING TACTICS • Yelp! Atascadero Hay & Feed reviews © 2012 Whizbang
- 90. LOW COST MARKETING TACTICS •Yelp! •Do set up your business account •Do check your listing regularly •Do read all reviews •Do respond to all reviews •Do ask for reviews •Do offer Yelp deals © 2012 Whizbang
- 91. © 2012 Whizbang
- 92. © 2012 Whizbang
- 93. LOW COST MARKETING TACTICS • Yelp! •Don’t post negative reviews on competitors page •Don’t get angry at reviewers © 2012 Whizbang
- 94. LOW COST MARKETING TACTICS • Yelp! •Don’t post negative reviews on competitors page •Don’t get angry at reviewers Yelp!: DONE © 2012 Whizbang
- 95. LOW COST MARKETING TACTICS • Email Marketing © 2012 Whizbang
- 96. LOW COST MARKETING TACTICS • Email Marketing, newsletter •Mozilla, Opera, Windows Live Constant Contact, iContact, Vertical Response © 2012 Whizbang
- 97. LOW COST MARKETING TACTICS •Email Marketing, newsletter •Do create a SIMPLE page that includes news, tips, trends •Do ask people to subscribe •Do include offers, specials, LINKS •Do create an intriguing subject line •BE THE EXPERT IN YOUR FIELD TELL the consumer what you want them to do. © 2012 Whizbang
- 98. LOW COST MARKETING TACTICS • Email Marketing (sample) Subject Line: $5 in FREE GROCERIES © 2012 Whizbang
- 99. LOW COST MARKETING TACTICS • Email Marketing (sample) Subject Line: Tasty and easy! © 2012 Whizbang
- 100. LOW COST MARKETING TACTICS • Email Marketing, newsletter •Don’t send more than one/month •Don’t include more than one page © 2012 Whizbang
- 101. LOW COST MARKETING TACTICS • Email Marketing, newsletter •Don’t send more than one/month newsletter: DONE •Don’t include more than one page © 2012 Whizbang
- 102. LOW COST MARKETING TACTICS • Google Places © 2012 Whizbang
- 103. LOW COST MARKETING TACTICS • Google Places Google places is a free business listing that allows the business owner to manage their presence on Google. It is NOT an organic search listing of their website. © 2012 Whizbang
- 104. LOW COST MARKETING TACTICS • Google Places – before © 2012 Whizbang
- 105. LOW COST MARKETING TACTICS • Google Places – after © 2012 Whizbang
- 106. LOW COST MARKETING TACTICS • Google Places – after © 2012 Whizbang
- 107. LOW COST MARKETING TACTICS • Google Places - www.google.com/places © 2012 Whizbang
- 108. LOW COST MARKETING TACTICS • Google Places - www.google.com/places Google Places: DONE © 2012 Whizbang
- 109. LOW COST MARKETING TACTICS • In-Store tactics 6:55 © 2012 Whizbang
- 110. LOW COST MARKETING TACTICS • In-Store tactics •Place a return incentive in every bag- frequent buyer program © 2012 Whizbang
- 111. LOW COST MARKETING TACTICS • In-Store tactics •Place a return incentive in every bag- frequent buyer program •Ask for Email, Facebook “like” © 2012 Whizbang
- 112. LOW COST MARKETING TACTICS • In-Store tactics •Place a return incentive in every bag- frequent buyer program •Ask for Email, Facebook “like” •Let customers know you’re on Yelp! © 2012 Whizbang
- 113. LOW COST MARKETING TACTICS • In-Store tactics •Place a return incentive in every bag- frequent buyer program •Ask for Email, Facebook “like” •Let customers know you’re on Yelp •Communicate your USP © 2012 Whizbang
- 114. LOW COST MARKETING TACTICS • In-Store tactics •Place a return incentive in every bag- frequent buyer program •Ask for Email, Facebook “like” •Let customers know you’re on Yelp •Communicate your USP •Enhance the experience © 2012 Whizbang
- 115. LOW COST MARKETING TACTICS • In-Store tactics •Place a return incentive in every bag- frequent buyer program •Ask for Email, Facebook “like” •Let customers know you’re on Yelp •Communicate your USP •Enhance the experience •Cross-promote with other businesses © 2012 Whizbang
- 116. LOW COST MARKETING TACTICS • In-Store tactics •Place a return incentive in every bag- frequent buyer program •Ask for Email, Facebook “like” •Let customers know you’re on Yelp •Communicate your USP In-store tactics: DONE •Enhance the experience •Cross-promote with other businesses © 2012 Whizbang
- 117. “TO DO” LIST © 2012 Whizbang
- 118. “TO DO” LIST • Within ONE MONTH, you will have: – a press release - a business Facebook page - a Twitter account - a Yelp! account © 2012 Whizbang
- 119. “TO DO” LIST • Within THREE MONTHS, you will have: – an eMail newsletter - a speaking engagement - a sponsorship - a community cause - Google Places page - In-store tactics © 2012 Whizbang
- 120. • Resources – Marketing Blogs •www.ducttapemarketing.com/blog/ •www.smallbizsurvival.com/ •www.smallbusinessmavericks.com/ internetmarketing/ •www.drewsmarketingminute.com/ •http://sethgodin.typepad.com/ sethsblog/ •http://twitter.com/whizbangideas © 2012 Whizbang
- 121. • Resources – Marketing Books •Smarter, Faster, Cheaper •Duct Tape Marketing •33 Ruthless Rules of Local Advertising •Permission Marketing •The Tipping Point © 2012 Whizbang
- 122. THANK YOU • twitter.com/whizbangideas • facebook.com/whizbangideas • youtube.com/user/whizbangideas • slideshare.net/whizbangideas • frank@whizbangideas.com • Linkedin.com/in/frankscotti © 2012 Whizbang