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Marketing Tips that don’t cost the earth. Today’s format…. Why is marketing expensive? Time vs Cost Editorial techniques. Digital techniques Face to face techniques GROOVY TOOLS. Why is marketing so expensive?. Specialist tools cost a lot of money High expectations - PowerPoint PPT Presentation
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Marketing Tips that don’t cost the earth
Today’s format…• Why is marketing
expensive?• Time vs Cost• Editorial
techniques
• Digital techniques• Face to face
techniques• GROOVY TOOLS
Why is marketing so expensive?
• Specialist tools cost a lot of money• High expectations• There’s no such thing as a five
minute job• There’s often a value put on
‘reach’ e.g advertising circulations/eyeballs/footfall
Time versus cost
Money hungry
• Exhibitions• Advertising• Sponsorship• Direct mail• Websites
Time hungry
• Social media• Blogging• Networking• Face to face
techniques
Editorial techniques
How the UK press operates• National
• Times, Telegraph, Independent, Sun, NoTW etc.• Regional
• Scotsman, Western Mail, Yorkshire Evening Post, MEN• Local
• Lancaster Guardian, Westmorland Gazette, Cumberland News• Trade
• The Grocer, Computer Weekly, Pig Farming Today, Pork Pie Gazette• General consumer
• Vanity Fair, FHM, Cosmopolitan, Country Life• Specialist consumer
• Trail, Saga, Slimming World, Gardening Today, Needles & Pins• Broadcast
• BBC, ITV, C4, C5 plus all cable and satellite channels – and Radio• Online
• Blogs, online magazines
Editorial techniques
• Press releases• Case study articles• Opinion pieces• Product reviews• Letters to the
editor
• Competitions• Piggy-backing• Feature tracking• Photo stories• Building
relationships with journalists
Know the press in your sector
• Every industry has its own trade press
• Read by everyone in that sector
• Influential and powerful• Possible to get coverage
without having hot news
Media Hooks
• There are 5 media hooks guaranteed to get coverage in any national newspaper or broadcast media…
How does that help you?
• Change–What has changed? If nothing – there’s
no story• People– People make a story come alive – case
studies, testimonials etc.• Conflict– Two schools of thought fighting – e.g.
energy debate, law suit stories, bucking the trend
Overview of ways to get coverage
• News• Features• Letters page• Profile articles• Opinion article• Press events• Exhibitions and trade shows• Statistics and surveys
• Blogs• Piggy backing• Story pitching• Competitions• Reviews• Stunts• Social media
Press releases
• The first step for press relations• Reasons for sending a release…
• New order win• New product or service• Something has changed in your organisation
» Investment, new senior staff• Partnership agreements• Financial results• Quirky human interest stories
» Charity involvement, the ‘British eccentric’
• Industry specific• Part of a wider issue in
your industry• Press releases• Use relevant quotes,
statistics and pictures
Oxley’s Health Spa, Ambleside
Opinion articles
• Coverage without news• Controversial comment
is always welcome• Pick ‘hot topics’
Profile PiecesGreat when you have no
news‘Pitch’ when you are in the
middle of a positive trading period
Look for an unusual angle
Features
Stunt examples…
But…
• Newspaper circulations are declining• Online information is the future• Publication houses must re-invent
themselves• People now value ‘interactive’
capabilities• People want a voice of their own
Face to face techniques• Networking clubs• Speaking
engagements• Visiting trade
shows• Attending
conferences• Share trade stand
space
• Referral networks• Buzz marketing• Collaborative
networking• Mentoring schemes• Volunteering
Digital techniques
• Twitter• Facebook• YouTube• Pinterest• Blogging• Guest blogging• Viral memes
• Email marketing• List building• Banner advertising• Ecommerce• Reciprocal links
• http://www.vcita.com/home
• https://hootsuite.com/ • www.google.com/alerts• http://www.smartinsigh
ts.com/search-engine-marketing/keyphrase-analysis/seo-keyword-research/
• http://www.wordstream.com/free-internet-marketing-tools
• http://www.prdaily.com/Main/Articles/15432.aspx#
You can download slides at:
www.brightsparkmarketing.com/downloads
Blue Ocean StrategyRed oceans
• Full of bloody competition• The rules are created by
someone else• You become obsessed with
what your competitors are doing
• The ocean is crowded with too many people doing and saying the same thing
• Marketing is expensive – you have to out spend or out-shout everyone else
Blue oceans
• Competition is irrelevant because the rules have not been set yet
• You’re creating a new and uncontested market space
• You are offering customers real value innovation
• Customers will come to you and which means marketing costs less
ELIMINATE RAISE
REDUCE CREATE