Marketing - in a Monkey nutshell

Rob Greenland, UnLtd, 2 September 2008

What do I do?

• Training - market research, marketing, social business planning

• Consultancy - social enterprise

• One to one support• In everything, I try to

keep things simplePhoto from Ant Smallwood via flickr.com

What have I done?

• University of Leeds - Spanish & French

• Senda Juvenil

• Trade for Change

• Social Enterprise Leeds

• WYSE School

• Social Business Consulting

• A journey from activist to entrepreneur

Trade for Change 1995-2004

The Social Business

• I blog

• I think

• I challenge

• You respond

Why monkey business?

• Some really good marketing in the music business

• Arctic Monkeys - use of myspace.com (by a customer) and free downloads

• www.bandstocks.com - fans invest in bands

• All about building relationships - without much money

The seven stage monkey-nutshell plan

1. Identify your market2. Research your market3. Segment your market4. Develop a marketing mix for each

segment you will target5. Think like a customer - think benefits6. Come up with some key messages7. Start building long-lasting relationships

What is marketing?

• Every contact you make with

customers, suppliers and staff

• The whole business seen from the

customer’s point of view

• Building relationships with customers

Why is marketing important?

• Because a lot of organisations aren’t very good

at it!

• You’re in competitive markets

• Part of the cultural shift towards building your

business around customers - not funders.

• Because you are not your customer.

What is a market?

• A set of all existing and potential buyers of a product or service

or

• The total value of products or services which satisfy the same customer need

Stage 1: Decide what market you’re in

Ask what the customer needs

Stage 2: Market research

Become a Zulu in your chosen market

How to organise your market research

• Big picture - size of the market, trends, etc

• Customers - who are they? What can you find out about them?

• Competitors and partners • Then analyse your research- and make

some decisions based on what you’ve found out.

Market research

Use blogging software to record your research

Stage 3: Market segmentation

• Division of a market into different

groups of customers who have

things in common.

• Why is it important to do this?

Because customers aren’t all the same!

• Different customers have different

needs

• If you understand that, you can tailor

your services to meet their needs

• No prizes for guessing what happens

when you do treat everyone the same

A two-minute market segmentation

Stage 4 - Develop your marketing mix

• For each customer group - develop a

unique blend of:

– Product (or service)

– Price

– Place

– (Promotion will come later)

An effective marketing mix

Stage 5 - Turn your features into benefits

• Think about how your mix could benefit the people you serve.

• Customers buy benefits, not features.

• Think like a customer - help them to work out what’s in it for me?

Stage 6 - Develop your key messages

• Your key messages will be based around the benefits that you offer.

• Try to keep things simple.

• Think about your tone of voice - one that’s comfortable for you - and appropriate for your market.

• Try to draw people towards you - don’t push them away with marketing nonesense-speak

To recap

1. Be clear about what market you’re in

2. Research your chosen market

3. Segment your market

4. Develop your marketing mix - product, price, promotion and place

5. Think like a customer - think benefits

6. Come up with some key messages

7. Now - start building long-lasting relationships

Things that can work well for social entrepreneurs

• PR - particularly stories in your local media

• Partnerships - with other organisations which

are established in your chosen market

• Word of mouth - your own mouth and your

customers’ mouths!

• Great service - surprise people!

• Story-telling - you have a good story.

Other things that might work for you

Word of mouth E-newsletter BlogPR - good

news

Launch Sponsorship Talk to people Flyers/Posters

Be friendly Stunt Partnerships Affiliates

Business cards Networking MailshotSignage/A

Frame

WebsiteOngoing research

Pay per click ads

Speak at events

And remember…

• Just because something works for someone

else doesn’t mean it will work for you.

• Try to stand out from the crowd

• Think about your target customers - how can

you catch their eye?

• Listen to people - ask how they found out

about you - then build on that.

www.socialbusinessconsulting.co.uk

• Lots more resources on

all aspects of social

business planning

• Links to other sites

• Link to today’s

presentation

www.thesocialbusiness.co.uk

• Blog about social enterprise

• e-newsletter

• rob@thesocialbusiness.co.uk

• 0113 257 3942

• 07905 800 710