Marketing Mastery

Session Outline ,[object Object],[object Object]

Positive Outlook For British Tourism Britain poised for ‘weak pound’ tourism boom this year has gone up 50%. compared with last year. What’s more the number of overseas visitors to the UK is rocketing as Europeans and Americans take advantage of the weak pound......... British Tourism is set for a bumper year in 2009, yet perversely this may not be good news for British holidaymakers. A survey by coach company Shearings found that the number of Britons choosing to holiday at home By: Annabelle Thorpe The Sunday Observer 18.01.09. ..........Bookings are up by as much as 40% in some parts of the country. For holidaymakers in Great Britain this means that there are unlikely to be discounts available.

The World Has Changed Choices Choices Choices Choices Choices Choices Less Time Choices Choices Customers Have

If The World Has Changed What Can You Do? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Points of Difference Companies often fail to recognise or lose sight of what excites their customers ,[object Object],[object Object],[object Object]

Points of Difference Think of your points of difference as your THE ASPECTS OF YOUR BUSINESS THAT MAKE IT STAND OUT FROM THE CROWD ARE USUALLY AROUND THE FRINGES “ IT’S THE LITTLE THINGS THAT MAKE YOUR CUSTOMERS COME BACK FOR MORE” Purple Cow Purple Cow – Transform Your Business By Being Remarkable by Seth Godin

Purple Cow Is About….. ,[object Object],[object Object]

Develop Niches (Niche Products & Services to Niche Markets) ,[object Object],[object Object],[object Object]

Promoting Your Business How much should you be investing? 4 % of turnover is an average spend on advertising and promotion for UK businesses View any expenditure as an investment not a cost Measure the return on your investment

Quick Wins ,[object Object],[object Object],[object Object],[object Object]

How Important Is Your Web-Site? ,[object Object],[object Object],[object Object],[object Object]

Search Engine Optimisation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Page Titles Appraisal SEARCH TERM: SELF CATERING YORKSHIRE DALES -Page 1 Listing on Google search <title>5-star Yorkshire Dales Bed and Breakfast and Self Catering near Askrigg - Stoney End</title> http://www.stoneyend.co.uk/ COMPARED TO: -Page 7 Listing on Google search <title>Home</title> http://www.bewerleyhallfarm.co.uk/

Freebie No.1Google Maps http://maps.google.co.uk/ Local Business Results for: self catering, Rossendale A. Tippett Farm Self Catering Farmhouse - www.tippettfarm.co.uk - 01706 224 741 - 1 review B. Orchard Cottages - www.orchardcottages.co.uk - 01200 428501 - 1 review C. Villasun - www.villasun.net - 01204 655518 - More D. Westfield Lodge (Bronteland) Limited - www.westfield-lodge.co.uk - 01535 646 900 - More

Freebie No. 2-Blogging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Freebie No. 3 £30 Google Adwords ,[object Object]

Publicity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ideas For Publicity (One for each month in the year plus a couple to spare!) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mining Your Database ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Value Of Past Customers ,[object Object],[object Object],[object Object]

Direct Mail Letters – 10 second window of opportunity ,[object Object],[object Object],[object Object],Glance Good for: Reactivating lapsed/past customers Targeting new customers particularly business to business (B2B) 10 second window of opportunity Scan Reader is: looking to see what’s in it for me! Read

20 Ways To Begin Your Letter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Power Words Discover Sale Exclusive Now Offer Closes Free Save New Results Guarantee Health Easy Suddenly Yes Safety Fast Benefits Unique Secret Announcing Love Amazing Money Back Proven

Email Shots ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Engaging With Others – Large scale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Themes & Competitions 2008/9 White Bites Wild Whites White Sights White Woolies 20 participating gardens 24 competitions: Short Breaks, Flowers, Ice-cream, Shortbread, Jewellery 35 Hotel Special Offers

Engaging With Others - Small Scale

Measuring & Monitoring ,[object Object],[object Object],[object Object],[object Object]

To Re-cap................................ ,[object Object],[object Object],[object Object],[object Object]

Marketing Mastery

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Marketing Mastery