Marketing on a Shoestring: Guerilla Marketing, PR & Social Media April 2, 2009

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Transcript of Marketing on a Shoestring: Guerilla Marketing, PR & Social Media April 2, 2009

  • Slide 1
  • Marketing on a Shoestring: Guerilla Marketing, PR & Social Media April 2, 2009
  • Slide 2
  • Definition of marketing zEverything you do to promote your business on a regular basis in order to create a desire for your product or service.
  • Slide 3
  • Three secrets of marketing zKnow your message zKnow your audience zKnow how to reach your audience with your message
  • Slide 4
  • Six Strategic Questions 1.What is the goal? 2.Who is the target? 3.What do they think? 4.What do you need them to think? 5.What is most motivational to your customers? 6.Why should they believe?
  • Slide 5
  • Know your message zPeople make decisions emotionally, justify with logic zAwareness is good motivation is better zMotivate people to agree with you, reinforce beliefs and behavior and cause action zSee through your audiences eyes zMake it meaningful, believable and unique
  • Slide 6
  • Cut through the clutter zCreate emotional response zKeep it fresh and different zUse simple, direct wording zUse common language zOne message, one thought per communication zEnthusiasm counts zAsk for the order close the deal
  • Slide 7
  • Know your prospective customers zDefine your target audience y By demographics: age, gender, occupation, income level, marital status, education, interests, hobbies y By familiarity y By current attitude
  • Slide 8
  • Know your current customers z Talk to them! y Use questionnaires y Use a market research firm y Use focus groups x Coffee and cookies after hours z Find out what the hot button is for your customers
  • Slide 9
  • Reach your audience zDetermine current market position y Who are your customers? y Where do they come from? y How do they find out about you? y What do they think of your product? y What do you want them to think?
  • Slide 10
  • Now apply it on the cheap zGuerilla marketing zPublic relations zSocial media
  • Slide 11
  • Definition of Guerrilla Marketing zRecognize and use everyday marketing opportunities to create a desire for your product or service. yGet creative!
  • Slide 12
  • Guerrilla Tactics zStamped envelopes - lick stamps for mailing rather than using postage meter zGive samples of product/service pretzels in the mall, vacuum demo zOffer gifts for responses zTelephone quick, personal and cheap
  • Slide 13
  • Guerrilla Tactics zMembership club greeting card clubs, coffee clubs, etc zSigns on public bulletin boards in grocery stores, business offices, daycares zOne good graphic -- for letterhead, business card, ads, etc. zPersonal letters
  • Slide 14
  • Guerrilla Tactics zClassified ads inexpensive marketing to a large audience zFlyers use as signs, mailers, brochures zCanvass prospective buyers contact them, do your presentation, close the sale zSolve a problem show how what you offer solves customers problems
  • Slide 15
  • Guerrilla Tactics zCustomer service! yFollow up call customers to see if they are satisfied yCustomer recourse have a plan for turning unhappy customers into happy ones yPhone manners Be cordial, helpful, polite, sunny yEnthusiasm Get it and give it away, its contagious yGet warm Smile, be positive, use customers names
  • Slide 16
  • Guerrilla Tactics zNewsletters/Facebook groups make it personal and about the audience
  • Slide 17
  • The power of PR zPR is a bank account of goodwill and positive perceptions for your business. zIt pays off long-term zIts a guerilla tactic all its own
  • Slide 18
  • PR is zRelationships with local media zA column or LTE in the local paper zBlogging zFacebook groups! ySteep Me a Cup of Tea zTeam sponsorships zPublic speaking gigs
  • Slide 19
  • Know your local media zRead your local paper and family publications zWatch local news broadcasts zListen to local radio to learn more about the style and interests of local journalists. zGet to know the reporters and editors and which topics they cover.
  • Slide 20
  • Media relations zBe the source for your specialty zThe media wants information, help them get it yRelationships with writers, editors ySpeaking engagements with partner organizations ySponsoring the team
  • Slide 21
  • Social media is zNot scary! zAn old fashioned conversation in a new- fangled location: online.
  • Slide 22
  • Listen and learn! zPeople are sharing what they love zAnd what they hate zTalk to them and learn from them
  • Slide 23
  • Social media zVehicles like Facebook bring people with a passion for something together. zMr. Delicious y345 people in the know zSteep Me a Cup of Tea y71 people connected over tea
  • Slide 24
  • Social marketing zDont panic, you know how to do this zThink real-life analogies yCommunity xA group that shares common characteristics or interests yNeighborhood/neighborly xYou can borrow a cup of sugar from your neighbor or ask her to bring in your mail. yA potluck with a purpose xGetting to know people. Networking!
  • Slide 25
  • Social marketing dos zMake it relevant and actionable yIntroduce intriguing topics that drive action and sharing zMake it fun zMake it real zMake it friendly zBE FLEXIBLE
  • Slide 26
  • Social marketing donts zDont be the sales guy in the room yBe cool -- dont push your product zDont crash the wrong party yKnow the neighborhood and its power zDont separate business and personal zDont wait for approval zDont be so uptight zDont try to do everything. yPick the best, get good, expand. xFacebook, Flickr & YouTube
  • Slide 27
  • Marketing Bridge zRemember! It takes a while to re-educate people: yUnawareness yAwareness yComprehension yConviction yAction
  • Slide 28
  • Your to do list zFind a friend, and explore Facebook (and ignore the other social media talk for now) yCreate a profile yJoin a group/become a fan to learn how that works xTravel North Dakota xSteep Me a Cup of Tea xND Ambassadors zHelp a reporter out with a story idea that will benefit you zCall Kim Schmidt at ND Tourism 701.328.2532
  • Slide 29
  • Resources zBooks yPublish & Prosper: Blogging for your Business yHow to Win Customers and Keep Them for Life yGuerilla Marketing yWizard of Ad
  • Slide 30
  • Discussion & Questions zMarketing on a Shoestring: Guerilla Marketing, PR & Social Media Marnie Piehl, Odney mpiehl@odney.com 701.222.8721