A walk through a range of opportunities that small businesses can tap in to to increase their marketing activity off-line

1. Tuesday 1st November, 2011
“Carlsberg don’t do
marketing
seminars, but if
they did……”
By Dev Chakraborty

2. CIM Definition Of Marketing
The management process
responsible for identifying,
anticipating and satisfying customer
requirements profitably

3. An (Old) Definition Of 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
 If you can get the Mayor to
laugh about it – that‟s PR
 And if you planned the whole
thing – that‟s Marketing!!

4. 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!

5. “Marketing is the
fine art of finding
and keeping
customers”

6. Market Research
What do you think your customers think about
you and your business??
Find out what they really think
SWOT analysis
Mystery shopper
Focus Groups
Surveymonkey.co.uk
Dontguess.co.uk

7. Networking

8.  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

9. Business Cards
Never leave home without them!

10. 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

11. 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!

12. 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

13. 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!

14. How others view your website
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
 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!

15. 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

16. Public Relations

17.  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

18.  Deadline is king
 Piggyback national/international stories
 Always send to a named individual
 Follow up… polite persistence
 Explore possibility of a regular feature

19. 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!

20. 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.

21. 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?

22. Timing
 E-newsletters
 Mailshots
 January 1st : new calendar year = new financial
budgets
 April 1st : new financial year
 Public Sector – use it or lose it!

23. 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

24. Time Management

25.  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!!

26. “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.”

28. Thank You!
Dev Chakraborty
Business Link
 E: dev.chakraborty@businesslinksw.co.uk
Slides available from:
www.businesslinksw.co.uk/media-centre