Presentation made by Nicola Lacey - Marketing on a shoestring

1. Marketing on a Shoestring Budget
Prepared by: Nicola Lacey

2. Marketing your Business
 Marketing is not just about advertising or
design – it’s at the heart of making sure your
business has the best chance of success.
 Great marketing should help you get and keep
profitable customers.

3. Marketing your Business
 The most successful businesses are those that
put the consumer at the heart of everything
they do - so the key is to identify, attract and
satisfy consumers. The aim of marketing is to
help you ensure that your business has (4 P’s):
 The right product or service
 At the right price
 In the right place and at the right time
 With the right promotion to your target market

4. 4/7 P’s of Marketing

5. Innovation
 In today’s economy, the marketplace is crowded and the pace
of change ever quicker. In this context, it is increasingly
difficult for companies to capture and maintain a competitive
advantage.
 Consider the consumer context: when choosing food and
beverages, shoppers are presented with an overwhelming
number of options. Most consumer decisions are made within
seconds, out of habit rather than a rational appraisal of all
the possibilities.
 How do you therefore cut through the clutter sufficiently to
make people reappraise their choice, and consider your
products? Or indeed, if you are the market leader, how do you
create sufficient distance between you and the competition in
order to hold onto your competitive edge?

6. Innovation
 “Innovation provides a competitive advantage so
businesses or economies that stand still and do what
they have always done will lose out to those prepared to
take the risk.” Sir Terry Leahy, CEO Tesco
 The ability to keep your brand or product different and
relevant in consumers’ minds is vital to gaining and
maintaining a competitive advantage. Innovation is the
tool to unlock this advantage.
 Innovation means continually improving and
invigorating your offer to customers. It is a way of
thinking that applies to all areas of your
business, including products, service
delivery, packaging, manufacturing and marketing.

7. Innovation
 Innovation can be small in scale, for example
making improvements to a product recipe, or it
could mean launching an entirely new product,
range or brand.
 "Companies that ride the currents succeed; those
that swim against them usually struggle. Identifying
the currents and developing strategies to navigate
them is vital". McKinsey & Company

8. How to develop effective communication
1. Identify your target audience
2. Outline communication objectives
3. Create the message
4. Select channels of communication
5. Collect the feedback

9. Case Study

10. Quantified results
Team awards
• Finalists in 28 categories (2010)
Winner of 18 awards across all disciplines

11. Excellence in execution
Marketing communications

12. ATL
 Radio
 Sean Doherty Show
 Fix it Friday
 Sponsor County Game
 TV
 Expose
 Ear to the Ground
 Dragon’s Den
 Ireland AM
 The Apprentice

13. ATL
 Trade Magazines
 Cara Magazine
 Ryanair Inflight Magazine
 Local/National Press
 Out and About Pages
 Own personal column
 Outdoor
 Building Wraps
 Lorries / Vans
 Billboards

15. BTL
 PR  Social Networks
 Flyers  Blogging
 Merchandise  Search
 Guerrilla Marketing  Online Advertising
 Events  Website
 Mobile Marketing

16. PR
 “Public relations practice is the planned and
sustained effort to establish and maintain good-will
and understanding between an organisation and its
publics”. Institute of Public Relations, UK.
 In summary:
 PR involves creative means of building reputation and
credibility.
 PR means effective, timely and targeted communication.
 PR relies on the principle that good business sets out to
earn and keep the goodwill and support of its key
stakeholders.
 PR means careful analysis of feedback and information
and the ability to adapt to changing circumstances.

17. PR
 Successful enterprises depend on a range of
key relationships. Well-managed public
relations can turn all these vital relationships
into assets for the organisation. Key
relationships include:
 Consumers
 Investors
 Legislators
 The media
 Employees
 Neighbours

18. Flyers
 Cheap and Effective
 If clear message can be very worthy

19. Merchandise
 Depending on the situation but it might be
relevant
 Think of your business – is there a specific
scenario where they may need your phone
number/details?
 If so should you be there?

20. Guerrilla Marketing
 Guerrilla marketing is aimed at taking us by
surprise and intrude on our lives when we least
expect it

21. Events
 Either organise an event to create custom for
your business
 Or use an event to maximise profits

22. Social Networks
 Can be really useful to any business if used
appropriately.
 Need to be committed.
 Need to be interacting with audience.

23. Blogging
 E-WOM is massive
 Weddingsonline.ie
 Noticeboards.ie
 Tripadvisor.ie
 Be aware which user-generated websites your
customer is interacting with

24. Google Alerts

25. Search
 Need to understand how your consumer searches
 Need to ensure you are using the key words
 Google Insights

26. Search Engine Optimisation

27. Website – Google Analytics

28. YouTube - Website
 Use of Video can be very effective
 Picture paints a thousand words

29. Mobile Marketing
 Text Messages
 Mobile Applications
By end of 2011 there were 6 billion mobile subscriptions –
87% of population (Source: ITU)
- Mobile Subscription has reached saturation point in
developing countries
Use of mobile phone
By 2014, 76.9
(Europe) -2011
billion download’s
• 28% – browser
in US and will be
• 28% – app
worth US$35
• 83% - text
billion

30. Other
 Loyalty Schemes
 Business Development
 Database of Potential Customers
 Database of Current Customers
 Sales – ―Beat on the Street‖
 Referral Schemes
 CRM
 Gifting
 Thank you message

31. Measuring It
 No point in spending money on marketing if
you do not know it is working
 Measure it!
 Ask people how they heard about you!
 Try and track spend.
Outdoor Press

32. Measures that Drive Performance
Net Promoter Score Balance Score Card
By asking one simple question —  The balanced scorecard is a
How likely is it that you would strategic planning and
recommend [your company] to a management system that is used
friend or colleague? — you can extensively in business and
track these groups and get a clear industry, government, and non-
measure of your company’s profit organizations worldwide to
performance through your align business activities to the
customers’ eyes. vision and strategy of the
organisation, improve internal and
external communications, and
monitor organisation performance
against strategic goals.

33. Key Take Away’s
 You should make a pact that you do at least
one thing per week for your business that is
driving it in some way
 Keep it simple – it does not have to cost a
fortune to be innovative
 Reinvent yourself - Einstein once said the
definition of insanity was ―to keep doing the
same things and expect to get different results‖