Marketing Mastery

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Pick up some low cost, cutting edge marketing tips that could put your business (whatever its size) in a stronger position Wendy Davidson, Marketing Matters


<ul><li> 1. WendyDavison</li></ul> <p> 2. Session Outline </p> <ul><li>Introduction to a new element of the Marketing Mix to give your business a competitive advantage </li></ul> <ul><li>To explore some marketing quick wins: website design and optimisation, direct marketing, publicity </li></ul> <p> 3. Positive Outlook For British Tourism Britain poised for weak pound tourism boom this year has gone up 50%. compared with last year. Whats more the numberof 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 ofBritons choosing to holiday at home By: Annabelle Thorpe The Sunday Observer18.01.09. ..........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. 4. The World Has Changed Choices Choices Choices Choices Choices Choices Less Time Choices Choices Customers Have 5. If The World Has Changed What Can You Do? </p> <ul><li>Identify your points of difference,</li></ul> <ul><li>you need intimate knowledge of your competitors</li></ul> <ul><li>(not to copy but to be different) </li></ul> <ul><li>Build these into your marketing message </li></ul> <ul><li>Use creative marketing to stand out from the crowd </li></ul> <p> 6. Points of Difference Companies often fail to recognise or lose sight of what excites their customers </p> <ul><li>Do your customer research </li></ul> <ul><li>Talk to your customers </li></ul> <ul><li>Check out your visitors book </li></ul> <p> 7. Points of Difference Think of your points of difference as your THE ASPECTS OF YOUR BUSINESS THAT MAKE IT STAND OUT FROM THE CROWD AREUSUALLY AROUND THE FRINGES ITS THE LITTLE THINGS THAT MAKE YOUR CUSTOMERS COME BACK FOR MORE Purple Cow Purple Cow Transform Your Business By Being Remarkable by Seth Godin 8. Purple Cow Is About.. </p> <ul><li>being visible and building something worth noticing into your product or service </li></ul> <ul><li>getting people to talk about what youve done &amp; benefiting from Viral Marketing </li></ul> <p> 9. Develop Niches (Niche Products &amp; Services to Niche Markets) </p> <ul><li>Dont try and satisfy everyone because you end up satisfying no-one </li></ul> <ul><li>Develop niches within your main offer to target certain customer groups </li></ul> <ul><li>Try and develop added value packages which are easy for the customer to buy and easier for you to sell </li></ul> <p> 10. 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 aninvestment not acost Measure the return on your investment 11. Quick Wins</p> <ul><li>Website </li></ul> <ul><li>Publicity </li></ul> <ul><li>Direct Marketing </li></ul> <ul><li>Networking </li></ul> <p> 12. How Important Is Your Web-Site? </p> <ul><li>Latest statistics from Visit Britain: </li></ul> <ul><li>71%of British Consumers look on the web for information on travel, accommodation&amp; days out </li></ul> <ul><li>Over50%of accommodation booking are taken via the internet .....</li></ul> <ul><li>its no longer an optional extra </li></ul> <p> 13. Search Engine Optimisation</p> <ul><li>Lots ofimagesthatdownload quickly (image titlesusingkey words) </li></ul> <ul><li>Well chosen key words in website title and page titles </li></ul> <ul><li>Density of key words in body of pages:3-7%is ideal </li></ul> <ul><li>Its definitely worth investing in a professional web-builder that can optimise your web-site </li></ul> <ul><li>Google Maps listing Free &amp; it helps optimise your website </li></ul> <ul><li>Reciprocallinkswill improve your search engine ranking, limit links to one page </li></ul> <ul><li>Blogs </li></ul> <ul><li>Web statsall important to monitoring success of your site </li></ul> <p> 14. Page Titles AppraisalSEARCH TERM: SELF CATERING YORKSHIRE DALES -Page 1 Listing on Google search5-star Yorkshire Dales Bed and Breakfast and Self Catering near Askrigg - Stoney End COMPARED TO: -Page 7 Listing on Google search Home 15. Freebie No.1Google Maps Local Business Results for: self catering, Rossendale A. Tippett Farm Self Catering Farmhouse - - 01706 224 741-1review B. Orchard Cottages - - 01200 428501-1review C. Villasun - - 01204 655518-More D. Westfield Lodge (Bronteland) Limited - - 01535 646 900-More 16. Freebie No. 2-Blogging</p> <ul><li>Can improve search engine optimisation </li></ul> <ul><li>Take 10 minutes to set up </li></ul> <ul><li>No cost involved </li></ul> <ul><li> </li></ul> <ul><li> site) </li></ul> <ul><li>Lancashire &amp; Blackpool Tourist Board run a course on setting up a blog </li></ul> <ul><li>Example at </li></ul> <p> 17. Freebie No. 3 30 Google Adwords</p> <ul><li> </li></ul> <p> 18. Publicity </p> <ul><li>Relatively low cost </li></ul> <ul><li>You need to be proactive</li></ul> <ul><li>Local Regional National publications </li></ul> <ul><li>Niche Consumer Publications </li></ul> <ul><li>Radio </li></ul> <ul><li>Television </li></ul> <ul><li>On-line media</li></ul> <ul><li>Consumer review sites Trip Advisor (remember half the comments on Trip Advisor mention the breakfast!!) </li></ul> <ul><li> </li></ul> <ul><li>Dont forget to use your local tourist board </li></ul> <p> 19. Ideas For Publicity (One for each month in the year plus a couple to spare!) </p> <ul><li>Organised events (open day, presentation)</li></ul> <ul><li>New member of staff</li></ul> <ul><li>Retirement of long serving member of staff </li></ul> <ul><li>Staff achievements </li></ul> <ul><li>Community involvement </li></ul> <ul><li>Launch of new service/new menu/new attraction </li></ul> <ul><li>Milestone year (eg. since opened) </li></ul> <ul><li>Interesting guest, visitor or customer </li></ul> <ul><li>Statement of future plans </li></ul> <ul><li>Awards success (competition wins, Investors in People) </li></ul> <ul><li>Planned stunt </li></ul> <ul><li>Support for a charity </li></ul> <ul><li>Sponsorship </li></ul> <ul><li>Relocation/Refurbishment</li></ul> <p> 20. Publicity 21. Mining Your Database</p> <ul><li>Remember information into your computeronceand use itmanytimes </li></ul> <ul><li>Collect all forms of contact information: </li></ul> <ul><li>- Address for direct mail </li></ul> <ul><li>- Mobile Number for Texting </li></ul> <ul><li>- Email for email shots </li></ul> <ul><li>- Fax number for fax shots </li></ul> <ul><li>Include tick box asking permission to contact your customers in future eg:May we keep you up to date with xxx in the future </li></ul> <p> 22. The Value Of Past Customers </p> <ul><li>Dont ignore the value in past customers </li></ul> <ul><li>There is a 20-40% chance of selling to past customers </li></ul> <ul><li>There is 5% chance of selling to new customers </li></ul> <p> 23. Direct Mail Letters 10 second window of opportunity </p> <ul><li>Glance -Who is the letter to and from ?</li></ul> <ul><li>Scan -To get a gist of subject matter &amp; benefits </li></ul> <ul><li>Read -If the letter appears to be of interest </li></ul> <p>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 whats in it for me! Read 24. 20 Ways To Begin Your Letter </p> <ul><li>Ask yourself where would.... </li></ul> <ul><li>Did you ever see </li></ul> <ul><li>Do you know </li></ul> <ul><li>Have you ever felt </li></ul> <ul><li>How would you like... </li></ul> <ul><li>How many times have you... </li></ul> <ul><li>Heres the free </li></ul> <ul><li>I believe you are </li></ul> <ul><li>I want to thank you.... </li></ul> <ul><li>Would you like to </li></ul> <ul><li>This is your chance...</li></ul> <ul><li>If my letter has </li></ul> <ul><li>You dont have to be a </li></ul> <ul><li>If you could </li></ul> <ul><li>Im delighted to.... </li></ul> <ul><li>Let me ask you what if </li></ul> <ul><li>Most people never expect </li></ul> <ul><li>The fact is if youre </li></ul> <ul><li>Since we last </li></ul> <ul><li>You are not on your own if ...... </li></ul> <p> 25. Power Words Discover Sale Exclusive NowOffer Closes Free Save NewResultsGuarantee Health Easy Suddenly Yes Safety Fast Benefits Unique Secret AnnouncingLove Amazing Money Back Proven 26. Email Shots </p> <ul><li>Keep the file sizes as small as possible, as many email programs block large files </li></ul> <ul><li>Internet users respond better to links in - plain bold blue text- </li></ul> <ul><li>One click un-subscription with simple instructions/links for unsubscribing</li></ul> <ul><li>Maintain your brand and image </li></ul> <ul><li>The best time to send is Tuesday &amp; Wednesday 2.00-3.00pm</li></ul> <ul><li>Avoid the SPAM filters dont use words such as FREE, SAVE, DISCOUNT in either subject line or body of email </li></ul> <ul><li>Include a special benefit in subject line &amp; subject line should be no longer than 5 words </li></ul> <ul><li>Include interesting content that will be viewed in the preview pane </li></ul> <p> 27. Engaging With Others Large scale </p> <ul><li>Scotlands Winter White Campaign</li></ul> <ul><li>2007/08 was hugely successful </li></ul> <ul><li>PR, e-Marketing, direct mail, on-pack offers, competitions</li></ul> <ul><li>170 companies participated including Wiseman Dairies (url on 2.6m cartons milk), Johnstons Cashmere, Hamilton &amp; Inches Jewellers and Waitrose Supermarkets </li></ul> <ul><li>Generated 46m in Scottish Tourism Revenue </li></ul> <ul><li>55% people who saw campaign went on to book a holiday in Scotland, Average party spend 348 per trip </li></ul> <p> 28. Themes &amp; 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 29. Engaging With Others - Small Scale 30. Measuring &amp; Monitoring </p> <ul><li>If youdont monitoryoucant measure&amp;</li></ul> <ul><li>If youcant measureyoucant planormakethemostof yourcreativity </li></ul> <ul><li>You should be: </li></ul> <ul><li>-drawing on the past,-to decide in the present, - what to do in the future</li></ul> <p> 31. To Re-cap................................ </p> <ul><li>Build your business back from the customer </li></ul> <ul><li>Fine tune your marketing mix to suit your customers/niche </li></ul> <ul><li>Think creatively and identify/develop a purple cow, channel this into your marketing message </li></ul> <ul><li>Use creative marketing to stand out from the crowd </li></ul>