Marketing on a budget, it's the thought that counts
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Liz Rowell's presentation on the art and science of marketing with a minimal budget - including how to find and ally yourself with brandmates - for NSW Department of Industry & Investment small business program. Liz is the Managing Director of Red Ark.
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Marketing on a budget, it's the thought that counts
- 1. Marketing on a budget It’s the thought that counts
- 2. 1. It’s good to be small
- 4. 1. It’s good to be small • You are your brand, so you can control how your brand appears • Make everything that you do a positive representation of your brand: – Add value at every turn – Be positive and responsive – Be consistent – know what your brand stands for and deliver it (the CEO of ANZ can’t control every aspect of his brand, you can)
- 5. 2. Know what your brand stands for
- 6. 2. Know what your brand stands for • A brand wheel will help you work out the good (and bad) things about your brand and help you get to your BRAND ESSENCE • Your BRAND ESSENCE should be summed up in 3 key words • Do yourself a brand wheel, then run it by clients, colleagues, family – is it a true representation? • Don’t labour it too much • Emotional and rational
- 8. Logo Red One stop shop Flexible Knowledgeable Small Stand out creative thinking On time delivery Cost-effective Attention to detail Terrace Brand knowledge Eyes and ears Competent Informed Hero Small Irreverent SupportiveResponsive Stress relief Savvy Protected Connected Creative Partner NimbleEasy Ideas Kick butt
- 9. 3. The internet is a wonderful thing
- 10. 3. The internet is good • The internet is a research tool and a listening device • You can find out a lot about potential clients, for example, by having a good look at their site: – What can you infer about their culture and their values? – What are they most proud of – What’s their story about themselves – How willing are they to interact with the outside world? Do they make it easy for people to carry on a conversation with them? • Hot topics on twitter, digg.com, stumbleon.com etc – What are people saying about your client, a brand, issues? – Hot off the press 16/06/10 http://twitter.com/search?q=%23penrithdebate
- 15. From the Red Ark website you can learn a lot about our company and a bit about me, the CEO. So don’t write me an email like this
- 18. 4. Find brandmates • Even the biggest companies can benefit from aligning themselves with like minded brands and making beautiful music together • Look for alliance partners who: – Need to reach a similar target audience – Have similar values to you – Can offer products, services, ideas that complement each other – Have complementary touchpoints (for example one has a strong online presence, one has a strong retail presence – how can you leverage the real and virtual worlds?)
- 22. 5. Do a little bit of marketing every day
- 23. 5. Do it every day • Send a link to a client or prospect to an interesting story that they may not have come across (that’s relevant to their business or industry) • Subscribe to e-newsletters that your clients might subscribe to – so you’re always up on the latest industry goss • Add a blog to your website – WRITE ABOUT WHAT YOU CARE ABOUT. It’s good for search optimisation too. • Watch what your competitors are doing and do something different • Make a little gesture to show you appreciate their business • Do some pro bono work for a charity (it’s just good karma)
- 29. 7. Start today