Effective Marketing for Small Organisations

Sandy LeongSahara Consultancy UK Ltd

What is marketing Don’t be a well kept secret What we need to think about Defining customers & segmenting the market What do / can you market? Checking out the competition The marketing mix Effective marketing messages

covering

You are at a party and you see a fantastic man/ woman

You go up to them & say – ’I’m really good company’

That’s DIRECT MARKETING

A simple explanation of marketing

You are at a party and you see a fantastic man/woman.

Your friend goes up to them & says’ s/he is really good company

That’s ADVERTISING

…

You see a fantastic man/woman at a party. You go up to him/her and get his/her telephone number

The next day you call and say , ‘hey, I’m really good company.’

That’s TELEMARKETING

..

You see a fantastic man/woman at a party. You check your appearance, go up to him/her and say ‘may I?’ and pour them a drink.

You then say ‘by the way I’m really good company’

That’s PUBLIC RELATIONS

..

You are at a party and a man/woman comes up to you and says ‘I hear you are really good company’

That’s BRAND RECOGNITION

..

You’re at a party and you see a fantastic man/ woman. s/he fancies you but you talk him/her into going home with your friend

That’s a SALES REP

..

You’re on your way to a party when you realise there could be fantastic men/women in all the houses you’re passing. So you climb onto the roof of one situated in the centre and shout at the top of your voice. ‘I’m really good company’.

That’s JUNK MAIL

..

What marketing activity is your organisation currently undertaking?….

How successful is it?

Are you a well kept secret?

What makes you better than your competitors? What else could you do to stand out?

What is the primary market for your product / service?

What needs or wants are you addressing for this market?

Who else has the same needs or wants?

Do you stand out from the crowd?

What position do you want your organisation to be in – in x years time?

How do you intend to get to that position?

What do you want to achieve?

Customers – identifying who they are and segmenting

‘Products’ – benefits Identifying need / market research

What do we need to think about in relation to marketing?

Defining and Segmenting Customers

Enthusiastic

Interested

Disinterested

Age Gender Ethnicity Geographical area Needs / wants Aspirations Spending power ???

and

A wedding photographer Plastic surgeon Insurance company Greeting card retailer

What are people buying?

What are people / organisations buying from you?

..

Is a service a product?

Products – features & benefits’ We need to market the benefits and outcomes to

provide a successful and powerful message

Identifying your products

Research by: Talking to your own users/clients/staff Talk to those who buy your service Talk to your supporters, members, volunteers and

donors Formal evaluation Inviting informal feedback

Know your market!

Monitor by : Talking to/observing your competitors and their

users/ supporters/ clients Reading competitors advertising/ literature/reports Visiting exhibitions Reading appropriate press/ periodicals

Know your market cont.

Aldi M & S Tescos Waitrose

And your organisation

What do we think about…

About other organisations’ products How do they promote them What are they ‘sold’ for and to whom How do they get customers to the product Their approach and philosophy About their staff What resources they have available

Being a detective

Interruption marketing

Permission marketing

Referral marketing

Different types of marketing

Product: style, branding, packaging, after sales service

Price: competitive, does it influence sales? Place: where do you deliver it, could you deliver it

elsewhere, does the place make a difference? Promotion: what promotional activities do you do?

Who to? Are they working?

The Marketing Mix or 4 P’s

Thinking analytically about marketing

Group/ customer

Marketing Mix/4 P’s

Effective tools for promotion

TimelineAction/when

Image, identity, branding, name, logo Website, Blogs, Facebook, Twitter etc. Public relations Newsletter and magazines Exhibitions Sponsorship Media advertising- TV, radio, press

The Marketing Toolbox

Direct mail Promotional literature Annual Reports/AGM Open days Talks and Seminars Website Social Media Peer groups Monitoring and Evaluation

National /Local Radio ‘Other’ Radio – Hospital, Student, Community

Make contact with individual staff, so they know you are available for commentSuggest a ‘phone in’ on a particular subject your organisation deals with – staff member to take calls.

Media

Make the best use of your website, ensure it is high up in the search engine ranking &user friendlyUse blogs, podcasts, facebook, twitter

NEED A STRATEGY!

Internet

Communicating Goals, Aims and Objectives Communicating Values & Principles Describing Problems & Solutions

Writing Good Copy

Basic (Hygiene) Statements identify good practice – which you would expect anyway

Motivational statements make definite claims about the performance of the organisation – they enumerate your achievements and goals you are successfully meeting

Basic v Motivational Statements

Read a newspaper/ magazine / website and this is the order in which you look at the page

Images – make sure they are relevant and convey the right message

Headlines – eyes move here next! Quotes/call outs – Subheadings Text – Read last – if at all!

Using Images, Quotes and Text

An effective message appeals to both sides of the brain!

Right RationalAnalyticalDetailsFactsFiguresWordsTheories+ short term memory

LeftIntuitionCreativityEmotion OverviewImagesSymbolsColour and visuals+ long term memory

10 tips for writing marketing copy

1. Resonate2. Testimonials3. Action words4. Guarantees5. Authenticity

6. Use motivation7. Ask questions8. Work your headline9. Make every word count10.Don’t be tricky

Same a before and…. Write like a journalist Keep it concise Make your text visually accessible Break up the text Make the language accessible Be meticulous

Writing Effective Marketing Copy - Web based marketing

Needs an integrated approach planned and carried out in an organised way

Develop a marketing team – trustees, staff, volunteers – train if necessary

Examine where you are now – look critically at how you operate, take decisions, influences, market, product, promotional work

Developing a marketing strategy

Understand how you currently work and the impact of factors in your operating environment

Focus on where you want to be in terms of the market in 2-5 years

Involve others in activity to market the organisation Make it a continuous process

www.saharaconsultancyuk.com for trainingwww.mytrainingresources.com for training materials

Telephone 07914082109

Sahara Consultancy UK Ltd