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Marketing on a shoestring budget GEN31 Tom Hume – VP Channel Marketing

Marketing On A Shoestring Budget 5 14 09 Final

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Presented to Sage VARs at a workshop at the business partner conference.

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Page 1: Marketing On A Shoestring Budget 5 14 09 Final

Marketing on a shoestring budget – GEN31

Tom Hume – VP Channel Marketing

Page 2: Marketing On A Shoestring Budget 5 14 09 Final

CPE Credit

• In order to receive CPE credit for this session you must be present for the entire session.

– Session code: GEN31

– Recommended CPE credit = 1

– Delivery Method = Group Live

– Field of Study = Specialized Knowledge and Applications

• Visit the Continuing Professional Education kiosks to enter CPE credit during the conference.

Page 3: Marketing On A Shoestring Budget 5 14 09 Final

Learning Objectives

• After participating in this session, you will be able to:

– Understand a variety of proven tactics that can be the

cornerstone of a low cost marketing campaign

– Learn marketing investment priorities with limited

marketing dollars

– Leave with at least 5 immediately actionable (and free)

resources or techniques

Page 4: Marketing On A Shoestring Budget 5 14 09 Final

The sky is falling……..

Page 5: Marketing On A Shoestring Budget 5 14 09 Final

But wait……..

• In the two years following a recession, firms that invested more in marketing (during the downturn) realized a 4.3% increase in their ROI compared to companies that simply maintained or even cut their level of marketing effort

– (Source: PIMS Associates/Strategic Planning Institute, 2008)

• Firms that increase their marketing activity during a recession grow significantly faster than firms that maintain or decrease their marketing spend.

– (Source: Journal of Strategy & Leadership, Vol.31, Issue 4)

Page 6: Marketing On A Shoestring Budget 5 14 09 Final

Some examples of successful marketing during a recession are:

• Proctor and Gamble successfully marketed Ivory Soap during the Great Depression.

• Intel initiated the campaign "Intel Inside” during the 1990-1991 recession.

• Wal-Mart launched its "Every Day Low Prices" campaign in 2000-2001.

Page 7: Marketing On A Shoestring Budget 5 14 09 Final

But ask yourself, is this you?

A study recently determined firms entering a recession with:

– an entrepreneurial culture

– spare production capacity

– a sufficient reserve of under-utilized workers

– a pre-established strategic emphasis on marketing

– cash

are best positioned to approach recessions as opportunities to strengthen their competitive advantage.

Page 8: Marketing On A Shoestring Budget 5 14 09 Final

Two types of people

People who will take the time to save money

People who will spend money to save time

Ideas to save you money…. maybe even some time

Better planning will always save you money!

Page 9: Marketing On A Shoestring Budget 5 14 09 Final

You Start Out With The Four Narrowing “Must Dos”……

1. Narrow Your Target Market– Find more customers like your best customers

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You Start Out With The Four Narrowing “Must Dos”……

2. Narrow your core marketing message• Why do your best customers do business with you?• Stand out, be different and build all lead activities around owning that difference

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You Start Out With The Four Narrowing “Must Dos”……3. Narrow the gap between your prospects and what you know about them

• Clean up your CRM system• Put someone in charge• Give everyone a way to collect data and centralize it• Identify the data you want to collect• Use the data

Page 12: Marketing On A Shoestring Budget 5 14 09 Final

You Start Out With The Four Narrowing “Must Dos”……4. Narrow the gap between you and your customer

• Bring them into your marketing mix• Give them something they don’t expect• Referrals

Page 13: Marketing On A Shoestring Budget 5 14 09 Final

Why Referral Marketing is so important?

• People actually like to give referrals

• Referrals are less competitive & more profitable

• Referrals position your brand

• Referrals provide credibility and trust

• Referrals generate more loyalty

• Focus on creating referrals makes you better

Referral Marketing is #1 most cost effective

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Referral Marketing is #1 most cost effective

1,000 purchased

prospect list

1% response rate10 raw leads

50% qualified

5 qualified leads

50% close rate2.5 sold deals

ASP $5K : $12.5K sold

$5K (DM, TM) = 1:3 ROI

Traditional DR campaign

100 customers

5% referrals

5 referral leads

80% qualified

4 qualified leads

75% close rate

3 sold deals

ASP $5K : $15K sold

$500 (RP) = 1:30 ROI

Systematic Referral Program

Page 15: Marketing On A Shoestring Budget 5 14 09 Final

How to Build a Referral System

• Get crystal clear on who you want to give referrals. 

• Get crystal clear on who makes a good referral. 

• Communicate your value proposition. 

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Maintaining an effective referral system

• What’s your referral offer? 

• Continue marketing to referrals

• Close-loop referrals

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Need help getting started?

• Duct Tape Marketing

Referral Flood Program

– $399 – 4 week program

• Spectrum Services Group

• Referral Rewards Program

• 4 week program to build a plan

• Five Referral Marketing piece branded to your company

• Follow-up reminders to help you stay on track

• $795

http://www.referralflood.com/sage/PowerGroups.htm

http://www.thespectrumservicesgroup.com

Page 18: Marketing On A Shoestring Budget 5 14 09 Final

Public Relations

• Permission Marketing helps get you press

• Find out who your best customers are reading

• Offer yourself as an expert

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Public Relations• HARO

• www.helpareporter.com

– Summary: ERP and manufacturing, Name: Jim Romeo– Email: [email protected]– Title: Freelance Writer– Media Outlet/Publication: TechTarget– Deadline: 4:00 PM EASTERN - September 5– "I'm on assignment for TechTarget for an article on ERP for the manufacturing industry. I'm

seeking industry experts and sources to discuss same.

• Make Your Press Release Work Harder - Press Release Grader

• www.pressreleasegrader.com

• News Release Program Exclusively for Sage Partners

• Juice Marketing

• http://www.juice-marketing.com/press.html

• Press Releases – www.prfor25.com

• PR includes listening to what others say about you - Google Alerts , Technorati.com, (track blogs), Backtype.com (remind yourself where you have commented), Ensembli.com (learns and filters based on the stories you read most)

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Your Web Site

Think of your website as your best sales rep

Your website has the answers

The marriage between marketing, sales and the web site

Your site is the destination – capture the leads

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At a minimum, does your website…

display a phone number prominently on the home page

have a place to request additional info

show compelling reasons to do business with your company

have current info on it

share biographies of your top talent

offer a blog (RSS feed), social networking links

use an application to track performance

share customer testimonials/success stories

Give the reader a reason to come back

Page 22: Marketing On A Shoestring Budget 5 14 09 Final

Zift Solutions

• Partners get

– Current, relevant product information and industry news published automatically to your Web site current

• Partners will be able to

– Enhance partner Web sites with the latest product information; personalized to fit your company's brand and message

– Improve lead generation with integrated prospect collection forms

– Run campaigns providing product communications around special offers and ongoing news

http://www.ziftsolutions.com/sage

Inexpensive way to update content…

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You maintain control over what is displayed on your site with capabilities to add notes, reorder stories, remove articles, and more.

Zift Syndicated Solutions – Enhance Your Website

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Webcast Lead Builder• Sage Webcast Center offers

– 60+ live and on-demand product Webcasts per month

– Webcasts are hosted, presented, and maintained by Sage Software

– It’s free for partners and partner customers to attend

• Sage Webcast Lead Builder

– Partners link to Sage Webcast Center

– Leads are delivered back to the partner directly

– Over 400 partners today

• Generate qualified leads with minimal effort and at no cost

– Enroll online at www.sagepartnermarketing.com

• Partner Progams > Webcast Lead Builder

Inexpensive way to capture web leads

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Webcast Lead Builder

Generate Leads from partner Website

Generate Leads from partner Website

Free To Join

Free To Join

Leads Aligned back to partner!!

Leads Aligned back to partner!!

Page 26: Marketing On A Shoestring Budget 5 14 09 Final

Websites and SEO

• Analytics are key

– Aggressive identification of keywords - optimize for each significant page on your site

– Development of deep content that feeds search engine spiders and attracts incoming links

– Constant monitoring of your site statistics to track trends and progress

– Remember titles and meta descriptions. "Titles" are the words that appear at the top of the visitor's Web browser.

– Change any “click here” links -they describe the content on the page you’re linking to; i.e., “ERP Whitepaper” is better anchor text than “click here.”

– Ask yourself, "How can I use my Web metrics to show how our site is improving those goals for the organization?"

– Forgotten analytics - hassled by visiting Google Analytics every day or every week? Use the Email function to have Google Analytics send the data directly to your In box. A time saver forcing you to be aware of how your site is doing.

Page 27: Marketing On A Shoestring Budget 5 14 09 Final

Websites and SEOEasy ways to generate more links

• Email this page, RSS feeds, Social Media links out

• Claim your social media name/profiles– Create accounts for your business, link back to your site

• Claim your Google Maps listing– Go to Google Maps and search for yourself (such as by business name and city

name]). If your business is there, click the EDIT link, and then click CLAIM YOUR BUSINESS. If you’re not listed, use the Google Local Business Center and follow the directions to add your business.

• Do the same at Yahoo Local and Microsoft Live Search Maps– The steps are pretty similar. Search for your business on Yahoo Local and

Microsoft Live Search Maps. Yahoo specifically asks, “Own this business?” with a link to claim it. Live Search has a link that says “Change Your Business Listing.” If you need to create listings, use these links: Yahoo Local and Microsoft Live Maps.

– Extra Credit: Claim or cleanup your local listings on Citysearch, Yelp, online yellow pages, and similar sites

Page 28: Marketing On A Shoestring Budget 5 14 09 Final

Websites and SEO

Easy ways to generate more links

• Check your foundational links

– Be sure you’re listed in the Yahoo Directory, Open Directory, Business.com, and Best of the Web directories. Open Directory is the only one that’s free, but it can also be the hardest listing to get. (Submit and forget is the rule there.) Directory listings aren’t a golden ticket to high search engine visibility, but they do represent the foundation of a link building effort.

• Digg: www.digg.com

• Del.icio.us: http://delicious.com

• YouTube: www.youtube.com

• Duct Tape Marketing Local Profile

• www.ducttapemarketing.com/sage/pvlocal-online-marketing.htm

• $179 a year

Page 29: Marketing On A Shoestring Budget 5 14 09 Final

Websites and SEO

Other Resources

• Lucid Fusion

– Offering a 20% discount on our web packages, as well as a 12-month, interest-free payment option for the Business Partner's portion of our services.  To take advantage of these offers, Business Partners must reserve co-op funds with us by the conclusion of the show this week and commit them by the end of the month.

– Contact Zubin Mowlavi at [email protected]

Page 30: Marketing On A Shoestring Budget 5 14 09 Final

• Old School Networking

– Business Networks

– Non-Profits

– Activity Oriented

– Church

• Plunge Into Social Networking

– Linked In – www.linkedin.com

– Facebook – www.facebook.com

– MySpace – www.myspace.com

– Twitter – www.twitter.com

Networking doesn’t work if you are not engaged

Social Networking

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Social Media & Networking

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32

Prospecting List Sources

• An online database built, cleaned and maintained by 700K• 11.4 Million complete contact records

Page 33: Marketing On A Shoestring Budget 5 14 09 Final

Jigsaw Team (Small Business Option)

Basic   Select   Essential

         

250 contacts every year   650 contacts every year   1500 contacts every year

Access to Premium features   Access to Premium features   Access to Premium features

Manage tasks in Jigsaw   Manage tasks in Jigsaw   Manage tasks in Jigsaw

Unlimited Company Data Downloads  

Unlimited Company Data Downloads  

Unlimited Company Data Downloads

5 Saved Searches   10 Saved Searches   20 Saved Searches

Option to add more contacts   Option to add more contacts   Option to add more contacts

$250 a year*   $500 a year*   $1000 a year*

*THESE PACKAGES ARE ALREADY DISCOUNTED, NO FURTHER DISCOUNTS WILL BE PROVIDED FOR THIS SECTION

Database - Lists

Page 34: Marketing On A Shoestring Budget 5 14 09 Final

Nurture Marketing

• IMN: http://www.imnunlocked.com/sage/

• Spectrum Services: http://thespectrumservicesgroup.com

• Tango: www.tango-marketing.com

• Swiftpage: http://swiftpage.com/sage

• Juice Marketing: http://www.juice-marketing.com

Page 35: Marketing On A Shoestring Budget 5 14 09 Final

Events

• Endorse Partner Sponsorships:

– www.sagepartnermarketing.com

– Marketing Advice >> Planning tools >> Sponsorship Resources

• Joint Event with Referral Partner

Page 36: Marketing On A Shoestring Budget 5 14 09 Final

Low cost ads:Corporate Campaign for Partners

Sage Ads: Customizable ad templates using the new Sage Experience ad campaign layouts.

Will feature templates for all 3 key challenges focused on in the corporate campaign.

Location: Partner Marketing Resource Center (PMRC)

www.sagepartnermarketing.com

Marketing Materials > Templates > Advertising

- Full- & half-page ads

- Online banner ads

- Choose an ad and have Sage GBST Media, a Sage Preferred Vendor, customize it

Marketing Materials > Corporate Campaigns

- Corporate print ads – for reference only

Launch Date: May 09

Advertising

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Free Marketing Advice

• Fast Track for Growth

– www.sagepartnerportal.com

• Partner Marketing Portal

– www.sagepartnermarketing.com

– Marketing Wizard

• >>Quicklinks

– Planning Tools

• Marketing Advice >> Planning tools

• Spectrum Services

– http://thespectrumservicesgroup.com/contact.htm

• Hall Marketing

– www.hallme.com

Page 38: Marketing On A Shoestring Budget 5 14 09 Final

• You must do the Blocking and Tackling or you’ll waste time and money

– Define Your Target Market

– Be Different!

• It is all about the web

– Your Company’s Website

– Social Networking

• Set goals and appointments with yourself to get it done

– You don’t have to do all these activities at once

– Add a new activity weekly

• Don’t do it all yourself

– Invest in the right outside resources

– Delegate some of these tactics

The final word

Page 39: Marketing On A Shoestring Budget 5 14 09 Final

?

Page 40: Marketing On A Shoestring Budget 5 14 09 Final

Your Feedback is Important to Us!

• Please complete the evaluation form for this session.

• Your feedback helps us improve future sessions and presentation techniques.

• Please include your session code on the evaluation form:

– GEN 31

• Contact Information: Tom Hume

[email protected]

– 949-754-3542

• Thank you for your participation.