Slides from marketing meeting covering strategy making, setting objectives and how to use video for marketing use.

1. 19/11/2013
Today’s agenda
Welcome
IIPSI
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INTERNATIONAL INSTITUTE FOR
PRODUCT AND SERVICE
INNOVATION
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SCOTT CROWTHER
ELLIE PRECIOUS
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8.00am – Arrival and Coffee
8.15am - Roundtable Catch Up, members update on progress,
challenges, questions.
9.00am – Strategy Session: Setting Goals and Objectives
10.00am – Coffee Break
10.15am –Using Video, How to Guide - Mark Hayward,
Malthouse Engineering (Including tips from WMG SME Team)
11.30am - Guest Speaker – Robin Buxton, Online Marketing
Manager, Biffa - Search Engine Optimisation, tips to
implement and manage it effectively
12.00pm – Lunch
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Goals and Objectives
"80 percent of marketers incorrectly
begin with tactics instead of goals."
-eMarketer Report 2012
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2. 19/11/2013
Goals
Objectives
What are your marketing goals?
How will you meet your goals?
(they should align with your company goals !!!)
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Build a brand?
Manage Risk?
Build a reputation?
Develop relationships?
Sales results?
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Drive more website traffic?
Gaining more business contacts?
Don’t overstretch yourself!
Make them SMART…
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Objectives
Goals and Objectives
SMART means:
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Create some achievable targets that are measurable
and align with your company aims.
Specific
Measurable
Achievable
Realistic
Time-specific
Goal:
Grow the business by 10% by expanding into new markets.
Objectives:
New marketing campaign in France, achieving gross sales
of £50,000 by June 2014.
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3. 19/11/2013
Goals and Objectives
Goal:
Become known as industry thought leaders.
Objectives:
Have the MD published in 5 major trade publications.
Gain 500 followers across Social Media networks.
By end March 2015.
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Goals and Objectives
Goals and Objectives
Goal:
Increase number of winter season paying visitors by 20%.
Objectives:
By end January 2014, run 1 online discount voucher
offer and a complementary Social Media campaign and
email marketing campaign to grow the CRM database
to 500 people.
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Goals and Objectives
In groups/pairs, try some goals and objectives for…
Now try for your company!
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4. 19/11/2013
Goals and Objectives
Today’s agenda
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Now let’s get creative with delivery strategies!
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Tips to make great B2B Videos
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8.00am – Arrival and Coffee
8.15am - Roundtable Catch Up, members update on progress,
challenges, questions.
9.00am – Strategy Session: Setting Goals and Objectives
10.00am – Coffee Break
10.15am –Using Video, How to Guide - Mark Hayward,
Malthouse Engineering (Including tips from WMG SME Team)
11.30am - Guest Speaker – Robin Buxton, Online Marketing
Manager, Biffa - Search Engine Optimisation, tips to
implement and manage it effectively
12.00pm – Lunch
The Good
Invest in production
Practice
Think Outside of the Box
Show off your Expertise
Emotional Connection
Make Customers stars
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5. 19/11/2013
The Good
The Good
What are customers
saying about your
competitors, anyone
disgruntled…….
Power of key clients
Profiles on Facebook, YouTube
Impact:
Web enquiries up by 180%
Increase in conversions and sales
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The Good
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Animation Tools
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6. 19/11/2013
The Bad
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The …Pranksters
No Call to Action
Bland Backgrounds/Speakers
Low quality/amateur video
No Optimisation
Too Commercial
Abandoning Ship
No Cross Promotion
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Vine & Instagram
• http://econsultancy.com/uk/blog/62441brands-that-use-vine-five-great-vs-five-badexamples
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Video Email
• http://www.dmnews.com/the-good-the-badand-the-video-email/article/275841/
• http://www.marketingmagazine.co.uk/article/
1217706/brands-fuel-explosive-growthinstagram-video
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7. 19/11/2013
Other Upcoming Events @IIPSI
21st November: Recruitment
Breakfast
26th November: Cloud for
Business
3rd December: Low Volume
Manufacturing
REGISTER VIA:
www.wmgsme.eventbrite.com
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