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Marketing Tips that don’t cost the earth

Marketing Tips that don’t cost the earth

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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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Page 1: Marketing Tips that don’t cost the earth

Marketing Tips that don’t cost the earth

Page 2: 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

Page 3: Marketing Tips that don’t cost the earth

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

Page 4: Marketing Tips that don’t cost the earth

Time versus cost

Money hungry

• Exhibitions• Advertising• Sponsorship• Direct mail• Websites

Time hungry

• Social media• Blogging• Networking• Face to face

techniques

Page 5: Marketing Tips that don’t cost the earth

Editorial techniques

Page 6: Marketing Tips that don’t cost the earth

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

Page 7: Marketing Tips that don’t cost the earth

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

Page 8: Marketing Tips that don’t cost the earth

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

Page 9: Marketing Tips that don’t cost the earth

Media Hooks

• There are 5 media hooks guaranteed to get coverage in any national newspaper or broadcast media…

Page 10: Marketing Tips that don’t cost the earth

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

Page 11: Marketing Tips that don’t cost the earth

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

Page 12: Marketing Tips that don’t cost the earth

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’

Page 13: Marketing Tips that don’t cost the earth

• Industry specific• Part of a wider issue in

your industry• Press releases• Use relevant quotes,

statistics and pictures

Page 14: Marketing Tips that don’t cost the earth
Page 15: Marketing Tips that don’t cost the earth

Oxley’s Health Spa, Ambleside

Page 16: Marketing Tips that don’t cost the earth

Opinion articles

• Coverage without news• Controversial comment

is always welcome• Pick ‘hot topics’

Page 17: Marketing Tips that don’t cost the earth

Profile PiecesGreat when you have no

news‘Pitch’ when you are in the

middle of a positive trading period

Look for an unusual angle

Page 18: Marketing Tips that don’t cost the earth

Features

Page 19: Marketing Tips that don’t cost the earth

Stunt examples…

Page 20: Marketing Tips that don’t cost the earth

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

Page 21: Marketing Tips that don’t cost the earth

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

Page 22: Marketing Tips that don’t cost the earth

Digital techniques

• Twitter• Facebook• YouTube• Pinterest• Blogging• Guest blogging• Viral memes

• Email marketing• List building• Banner advertising• Ecommerce• Reciprocal links

Page 24: Marketing Tips that don’t cost the earth

You can download slides at:

www.brightsparkmarketing.com/downloads

Page 25: Marketing Tips that don’t cost the earth

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

Page 26: Marketing Tips that don’t cost the earth

ELIMINATE RAISE

REDUCE CREATE