Marketing: build your brand, drive revenue & create a return

Laura Kirwan, Owner of Circle Marketing & Outsourced Marketing Director12 January 2009

Let’s talk about you....

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• This session is for you• Interrupt whenever you fancy• Ask me something specific to your business at

anytime • I am available at the end of the session for a

one-to-one or feel free to contact me after the session if you need some advice

Let’s talk about me.....

www.wearecircle.co.uk

• 12 years in marketing• Marketing Director for an award-winning SME• Experience is mainly B2B & B2E (with a bit of

B2C) • Chartered Marketer, Post Grad Diploma (CIM)

& Business Degree • Launched Circle Marketing in 2009• SME Ambassador for the CIM

What is marketing?

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It is simply a level of understanding about your business, the market and your customers in order to:make more money, attract more customers, convert more leads, operate in more markets and retain more customers.

In other words its about profit, retention & growth

How do I help businesses?

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Strategy

Branding

Communications

Results

Plan, plan, plan & plan some more

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• Situation analysis - do you really know your business?• Your competitive landscape• Understanding your customer base & your position in the market• Market conditions now and in the future – internal & external • Objective setting – short, medium & long term• The marketing strategy

– Product – Price– Place– Promotion– People– Process– Physical evidence

• The marketing tactics & plan • Budgets, pipeline, analysis & contingency planning

Ansoff matrix

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Market Development

Market Penetration

Product Development

Diversification

Current Products New Products

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What is a brand?

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Brand essenceBrand valuesBrand exterior / identity

Positioning: the perceptual map

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High

High

£

Low Quality

Integrated marketing communications

Integrated Marketing Communications

Website

Search Marketing & SEO

Social Media

PR

Events

Direct Marketing

Internal Commun-ications

Email Marketing

Advertising

Remember AIDA

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Return on Investment

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Measure return on investment (sale-cost)/cost *include your time.• Savings • Achieving objectives set • Profit & revenue• Growth• Brand awareness• Leads generated• Conversion tracking If your marketing does not equate to real tangible value you need a new strategy

Good tools for SME’s

• Google adwords, analytics & Google alerts• Wordle.com – get a word cloud of your

website does it reflect your brand values• Tweet Deck – Social networking pages in one

place• Bit/ly – tracks your links as well as shortens

them• Outlook toolbar in Linked In

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Thanks for listening

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Questions now or later?

Do you want a free Marketing Health Check?

Just send me an email or go to my website www.wearecircle.co.uk or email:

laura@wearecircle.co.uk