Marketing on a Shoestring Budget

“Marketing ona Shoestring Budget”

08-21-12

A Paso Robles Chamber of Commerce Event Series,

Exceed Your Vision.Sponsored by the North County Business

Resource Center

La Quinta Inn & Suites, Paso Robles, CA

About MeI have 23 years experience as a marketing professional.My agency experience includes working at Asatsu/BBDO, Leo Burnett, Ogilvy & Mather, Team One, Turner. My client experience includes; Allstate, American Air Lines, American Cancer Society, American Express, Delta, Disney, IBM, Kodak, Lexus, McDonalds, Morgan Stanley, P&G, Pioneer,1996 Olympic Games, University of Illinois, United Way.

I co-founded Whizbang Marketing in San Luis Obispo in 2001. Since then, Whizbang has worked with over 100 local businesses helping them achieve their success.

About WhizbangWhizbang is a full-service marketing firm located in San Luis Obispo, CA. We deliver innovative and idea driven solutions for our clients’ brands through all B2B, B2C, B2G, B2P, P2P and all the other "2" acronym touch-points.

Our mission is to deliver ideas with impact to help businesses succeed.

FOLLOW WHIZBANG• twitter.com/whizbangideas• facebook.com/whizbangideas• youtube.com/user/whizbangideas• slideshare.net/whizbangideas• frank@whizbangideas.com• Linkedin.com/in/frankscotti

SITUATION

SITUATION• Unfavorable economy• Cost of advertising• Competition• Clutter• Community size• Cost of eCommerce website• Cost of goods increasing• Margins decreasing

SALES CHANNELS

SALES CHANNELS• Brick & Morter• eCommerce• Postal delivery• Digital delivery• On-site• Distribution• Events• Catalog

ADVERTISING CHANNELS

ADVERTISING CHANNELS• Print ads

• Radio• Out of home• Direct mail• Promotions• Online marketing

continued…

• Radio• Out of home• Direct mail• Promotions• Online marketing

• Endorsements• Sponsorships• PR• Referral program• Guerrilla• Word of mouth

• Radio• Out of Home• Direct Mail• Promotions• Online marketing

• Endorsements• Sponsorships• PR• Referral program• Guerrilla• Word of mouth

GUIDELINES The Four C’s

• Clarity• Consistency• Creativity• Commitment

GUIDELINES• Clarity

- Clear budget

- Clear budget- Clear marketing goal

- Clear budget- Clear marketing goal- Clear brand positioning

- Clear budget- Clear marketing goal- Clear brand positioning- Clear advertising objective

- Clear media plan

GUIDELINES• ClarityWhat’s the difference between a marketing goal, an advertising objective and a media plan?

-Marketing Objective: to Increase Sales by 10%

-Advertising = communication; to a defined audience, information and a point-of-view that stimulates action

-Media Plan: a schedule of where and when you will share your advertising message

GUIDELINES• Clarity• Consistency

- Consistent brand image

- Consistent brand image- Consistent brand message

- Consistent brand image- Consistent brand message- Consistent presence

GUIDELINES• Clarity• Consistency• Creativity

- Are you breaking thru- Is your marketing effort memorable

GUIDELINES• Clarity• Consistency• Creativity• Commitment

- the worst thing you can do is start then stop

EFFECTIVE MARKETINGis determined by:

• Money• Time• Longevity• Luck• Size• Location• A lot of influential friends

LOW COST MARKETING TACTICS

In the following slides, I will show you how to use marketing tactics that will bring customers to your business…on a “shoestring budget.”

LOW COST MARKETING TACTICS• Public relations

• Press releases• Facebook• Twitter• Yelp!• Google Places• eMarketing• In-store• Community cause

LOW COST MARKETING TACTICS• Public relations

• Press releases• Facebook• Twitter• Yelp!• Google Places• eMarketing• In-store• Community cause

TIME & MONEY

LOW COST MARKETING TACTICS• Public Relations

“Public relations helps an organization and its publics adapt mutually to each other.” –Public Relations Society of America

- Two-way communication isthe new objective.

LOW COST MARKETING TACTICS• Public Relations - community cause

- what is your current community cause?

- what is your current community cause?- how is your cause related to your business?

- what is your current community cause?- how is your cause related to your business?- are you sharing it with customers?

Community cause: DONE

• Public Relations - community cause- what is your current community cause?- how is your cause related to your business?- are you sharing it with customers?

LOW COST MARKETING TACTICS• Public Relations – sponsorship

- sponsor a public event that attracts your ideal customer base. For example, you make custom gift baskets. So it would be good exposure to donate sample gift baskets for fundraisers and auctions.

LOW COST MARKETING TACTICS• Public Relations – sponsorship;

example

sponsorship: DONE

LOW COST MARKETING TACTICS• Public Relations – get outside

•speaking engagements•volunteer•join community groups•submit an op-ed

THEN SHARE IT!

Get outside: DONE

LOW COST MARKETING TACTICS• Press Release

A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or eMailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks.

- community outreach- new hire- new partnership- locally relevant industry news- a big job completion- attending an industry tradeshow- winning an award- “green” news

- Atascadero News- Paso Press- Tribune- Cambrian- Tolosa Press- New Times- North County Life- Paso Robles Magazine- Gazette- 98.1 KJUG- KSBY.com

•Do have a useful, clear subject line

•Do have a (relevant) point•Do keep it short, direct•Do include labeled links•Do include quotes

•Don’t include attachments•Don’t pander•Don’t sell•Don’t exaggerate or lie•Don’t send more than one/qtr

LOW COST MARKETING TACTICS• Press Release - Example

Business: Bloom MicroGreens, Los OsosIdea: Change her PVC plastic clamshells that she delivered her micro greens in, to PLA, a corn-based resin that is both biodegradeable and compostable.Tactic: A press release about how Bloom is one of the first companies to switch to PLA packaging

Business: Bloom MicroGreens, Los OsosIdea: Change her PVC plastic clamshells that she delivered her micro greens in, to PLA, a corn-based resin that is both biodegradeable and compostable.Tactic: A press release about how Bloom is one of the first companies to switch to PLA packaging.Results: Sunset “Savor” recognition, TV coverage, printed press… more customers

http://ow.ly/d1Grp

Press release: DONE

LOW COST MARKETING TACTICS• Facebook

WHY?•I’m a micro business.•I’m only selling to folks in north county.•Besides, most of my

clients are not on Facebook.

Over 70% of adult internet users

in San Luis Obispo County are on Facebook (on par with national

statistics).

Over 70% of adult internet users

in San Luis Obispo Countyare on Facebook (on

par with nationalstatistics).

•It’s easy•You get immediate

feedback•Your competitor(s) are

likely there•SEO optimization •Cross-promotion

opportunities•Facebook ads

•Do get trained on Facebook

•Do create a business page

•Do create a plan•Do post regularly•Do engage and involve•Do respond to everyone•Do say relevant•Do create/add value

•Do credit borrowed content

•Do like and engage on others

pages•Do ask for action

•Do consider using ads

Someone that searches for or likes pages related to fresh fruits and vegetables can be targeted with a Facebook ad from Talley Farms Fresh Harvest Box, and we see who else in our network of friends likes Talley, too. Cost: $1.55 if they click on the Talley Farm ad.

LOW COST MARKETING TACTICS• Facebook – create a Facebook ad resource

http://ow.ly/d9Ffy

LOW COST MARKETING TACTICS• Facebook - create a Facebook ad resource

www.facebook.com/advertising

•Don’t fail to maintain your page

•Don’t spam likes/friends•Don’t sell.•Don’t be controversial•Don’t be negative•Don’t let everyone post

for you

•Don’t fail to maintain your page

•Don’t spam likes/friends•Don’t sell.•Don’t be controversial•Don’t be negative•Don’t let everyone post

for you

Facebook: DONE

LOW COST MARKETING TACTICS• Twitter

Small businesses typically get more than half of their customers through word of mouth, and Twitter is the digital manifestation of that. Twitter users broadcast messages of up to 140 characters in length, and the culture of the service encourages people to spread news to friends in their own network.

WHY?•It’s FREE•It’s EASY •It’s shareable•It’s instantaneous•It’s an engagement tool•It’s a monitoring tool• Twitter users have more

Facebook followers

Example as anengagement tool

Example as a monitoring tool

•Do get trained on Twitter•Do create a branded

Twitter page•Do create a plan•Do post regularly•Do engage and involve•Do respond•Do stay relevant

•Do create/add value•Do ask people to

share/retweet•Do learn and use #

(hashtags)•Do follow others and

interact•Do vary your tweet

types•Do be authentic•Do focus on quality

•Don’t tweet or retweet excessively

•Don’t be negative at any time

•Don’t share private info•Don’t spam•Don’t be too serious•Don’t let everyone tweet

for you

resource: Twitter for Small Business, Part 4

http://ow.ly/cHM06

resource: Twitter for Small Business, Part 4

http://ow.ly/cHM06

Twitter: DONE

LOW COST MARKETING TACTICS• Yelp!

Yelp is an online guide that helps people find cool places to eat, shop, drink,

relaxand play, based on the opinions of

others who have used the businessand/or service.

Atascadero Hay & Feed business page

Atascadero Hay & Feed reviews

•Do set up your business account

•Do check your listing regularly

•Do read all reviews•Do respond to all

reviews•Do ask for reviews•Do offer Yelp deals

•Don’t post negative reviews on competitors page

•Don’t get angry at reviewers

•Don’t post negative reviews on competitors page

•Don’t get angry at reviewersYelp!: DONE

LOW COST MARKETING TACTICS• Email Marketing

LOW COST MARKETING TACTICS• Email Marketing, newsletter

•Mozilla, Opera, Windows LiveConstant Contact, iContact, Vertical

Response

LOW COST MARKETING TACTICS• Email Marketing, newsletter•Do create a SIMPLE page

that includes news, tips, trends

•Do ask people to subscribe•Do include offers, specials,

LINKS•Do create an intriguing subject

line•BE THE EXPERT IN YOUR FIELD

TELL the consumer what youwant them to do.

Subject Line:$5 in FREE GROCERIES

• Email Marketing (sample)

Subject Line:Tasty and easy!

• Email Marketing (sample)

LOW COST MARKETING TACTICS• Email Marketing, newsletter•Don’t send more than

one/month•Don’t include more than one

LOW COST MARKETING TACTICS• Email Marketing, newsletter•Don’t send more than

one/month•Don’t include more than one

newsletter: DONE

• Google Places

• Google PlacesGoogle places is a free business listing that allows the business owner to manage their presence on Google. It is NOT an organic search listing of their website.

• Google Places – before

• Google Places – after

• Google Places - www.google.com/places

Google Places: DONE

LOW COST MARKETING TACTICS• In-Store tactics

•Place a return incentive in every bag- frequent buyer program

•Ask for Email, Facebook “like”

•Ask for Email, Facebook “like”•Let customers know you’re on

Yelp•Communicate your USP

Yelp•Communicate your USP•Enhance the experience

Yelp•Communicate your USP•Enhance the experience•Cross-promote with other

businesses

Yelp•Communicate your USP•Enhance the experience•Cross-promote with other

businesses

In-store tactics: DONE

“TO DO” LIST

“TO DO” LIST• Within ONE MONTH, you will have:

– a press release- a business Facebook page- a Twitter account- a Yelp! account

“TO DO” LIST• Within THREE MONTHS, you will have:

– an eMail newsletter- a speaking engagement- a sponsorship- a community cause- Google Places page- In-store tactics

• Resources– Marketing Blogs

•www.ducttapemarketing.com/blog/ •www.smallbizsurvival.com/

•www.smallbusinessmavericks.com/ internetmarketing/

•www.drewsmarketingminute.com/•http://

sethgodin.typepad.com/ sethsblog/

•http://twitter.com/whizbangideas

• Resources– Marketing Books

•Smarter, Faster, Cheaper •Duct Tape Marketing•33 Ruthless Rules of Local

Advertising•Permission Marketing•The Tipping Point

THANK YOU• twitter.com/whizbangideas• facebook.com/whizbangideas• youtube.com/user/whizbangideas• slideshare.net/whizbangideas• frank@whizbangideas.com• Linkedin.com/in/frankscotti

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