growing your organisation
DESCRIPTION
Growing Your Organisation. 6 th July 2010 – AFC Bournemouth. Major stepping stones. Marketing plan USP’s SMART Objectives Marketing Targets and tactics - 7 p’s Direct marketing the e-way! Benefits Creating a plan Delivery Action and results. Marketing plan. - PowerPoint PPT PresentationTRANSCRIPT
Growing Your Organisation
6th July 2010 – AFC Bournemouth
Major stepping stones
• Marketing plan• USP’s• SMART Objectives• Marketing Targets and tactics - 7 p’s• Direct marketing the e-way!– Benefits– Creating a plan– Delivery– Action and results
Marketing plan
• Part of your business strategy– What do we do?– What do we want?– How do we get there?
• External’s PEST– Political– Economic– Social– Technological
• SWOT
USP
• Why do your customers need you?• Things to know– Who they are– What they buy– Why they buy it
• How to find out?
Objectives
• SMART– Specific– Measurable– Achievable– Realistic– Time-bound
Marketing targets• Who is your target customer? • How do we find them?• 7p’s– Product– Pricing– Place– Promotion– People– Processes– Physical evidence
Doing it - Marketing
• You have a plan • You have an object• Now the route to your market place• Only 3 ways to build the business– Start with your current customers – increase
average spend– Get them to buy more often– Find new customers by referral
E-marketing
• Why– Global reach– Lower cost– Trackable– 24 hours a day– Personalisation– One-to-one feel– Interesting and exciting– Better conversion rates
Greenmessage and Kate
Open Results
Link trackers
Plus
• You get to know–Who looks at it–When they look at it–What they clicked on–Who they forwarded it to
Action is the Key!
• Follow up• 7 touches to success– Don’t be a loser and give up at 3!
• Look for trends– Customer– Colour– Size
• Segmentation
Cost effective
• Standard direct mailer on average costs £2.50• Electronic no more than 10p• Plus you know who’s doing what– Don’t worry about big daddy
• Facts on CCTV– 4.2 million in UK– 1 camera per 14 people– 1% of world population – 20% of world CCTV’s
What to watch out for!
• Blacklisted by ISP• Incorrect e-mail platform creation• Spam words• Unsubscribes• Purchased lists• Wicked women!
Now the plan
• Decide when• Subject line – Boring is great!!• What content• Offers• Links• Do the checks• Despatch
greenmessage will
Help plan your campaignCreate your templateDesign your monthly e-newsletterTrain on respondingAssist in grant funding for the first 12 monthsHelp you focus on achieving great results
