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PA
GE 1
MIKE SUTCLIFFE
MARKETING STRATEGY
SELF-EMPLOYED
PA
GE 2
MIKE SUTCLIFFE
BriefCreate a media plan to target the self-employed market using direct marketing
• Research / scope size of opportunity
• Show examples of advertising
• Explanation of chosen media for target audience
STAGES
The service offerings…
PA
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MIKE SUTCLIFFE
Debt Free DirectWhat are the service offerings?
• IVA/CVA
• Bankruptcy
• Debt management plans
• Money saving services
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MIKE SUTCLIFFE
Audience Analysis & Opportunity
- Taxi driver top job in London!
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MIKE SUTCLIFFE
Self-employed definition
• Self-employed - very heterogeneous group;• Entrepreneurs, small business proprietors, freelancers,
subcontractors, partnerships + sole-traders(construction industry scheme (CIS) workers, buy-to-let landlords)
• Diverse reasons for becoming self-employed;• Opportunity entrepreneurs• Lifestyle self-employed, • Necessity entrepreneurs (inability to secure employment)
83.2% work on own or with a partner
Is it a growing marketing…
PA
GE 6
MIKE SUTCLIFFE
Self employed vs employees
Employees
VS
Self-employed
4.46m workers*
Age 47 years (avg)
70% -75% male
38 hr week (avg)35% work 45-60+ hrs
Income 5% below 2008 (avg) Income 10% above 2008 (avg)
25.49m workers
Age 40 years (avg)
51% male
36 hr week (avg)22% work 45-60+ hrs
• Apr-Jun 2013 – 304,000 self-employed second job (less than 1%)
What is their earning potential…
PA
GE 7
MIKE SUTCLIFFE
Demographics• Self-employed highest ever –
looks set to rise gradually (RBS)
• 14.5% of UK workforce self-employed – predict 13-19% until 2019 (RBS)
• 573,000 increase since 2008 (1 in 6)
• Self-employment currently growing faster than employee market
• 60% rise in last 18 months Government policy Unemployment rate
• 90% self-employment as main job – Less likely to work full time hrs Salaries likely to be low
RBS prediction 1962-2019
Self-employed 1992-2013
How do they compare to employees…
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MIKE SUTCLIFFE
Salary & EarningsEarning 1999 - 2011 Salary 1999 - 2011
Who is fuelling the growth…
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MIKE SUTCLIFFE
Growth of sector• 5 in 6 workers since 2008 are 50+ (84% increase )
• 50+ age group accounts for 72% of ALL self-employed
• Find initial start-ups costs easier – redundancy & savings Is this through choice? Struggle to get re-employed?
• Increase in disabled people & minority ethnic groups
5%
10%
15%
19%
37%
16-24
25-34
35-49
50-64
65+
Age % of self-employed workers taken Q3 2012
Which regions are best to target…
PA
GE 1
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MIKE SUTCLIFFE
Regions
• London highest percentage of self-employed 18% - lowest North East 11%
9.5%-10% of NE unemployed
• Self-employment highest in regions that that best weathered 2008 crisis
• Also highest in regions where house prices have been most resilient (London/East Midlands)
• 58% rely on family home for work
*Percentage of each region
What are the top self-employed trades…
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GE 1
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MIKE SUTCLIFFE
Occupations
• Little change in top self-employed occupations for 20 years
• Self-employment sectors have risen in line with employee sectors
• 33-37% increase in personal services and administration (low skilled)
• Concerns in many sectors that new self-employed occupations aren’t as productive/profitable as traditional
Top professions 2013
166,000
161,000
140,000
123,000
*Main income
Which trades are worth targeting…
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GE 1
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MIKE SUTCLIFFE
Occupations overview• Largest occupational growth areas between 2012-2013;
Specialised construction & servicing – moderate-well paid/on-job training Scientific – moderate-well paid/degree Education – moderate-well paid/degree Landscaping (gardeners) – low paid/low skilled Property – moderate paid/low skilled Administration – low paid/low skilled ICT (Info technology) - moderate paid/degree
• Occupations worse hit during crisis 2008; Construction – 20 % decline Banking, finance & insurance Deliver drivers – 30% decline Residential & commercial cleaning Farmers – 20% decline
Specific trades worth targeting first….
PA
GE 1
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MIKE SUTCLIFFE
Job category 2012 survival rate Share of self employment in total
Growth in selfemployment since 2008
Production 87.0 11.0% 10.4%
Construction 86.2 34.7% -3.2%
Wholesale, retail & motor repair 91.1 9.6% 0.0%
Transport & storage 90.3 14.6% 17.8%
Accommodation / food services 86.3 9.9% 3.3%
Information & communication 91.6 15.1% 26.1%
Finance & insurance 79.3 4.1% 56.1%
Property 85.0 21.8% 6.9%
Professional; scientific & technical 88.7 24.7% 8.6%
Administration & support services 73.3 18.3% 21.0%
Education 91.7 4.7% 40.5%
Health 91.2 6.9% 18.8%
Art; entertainment & recreation 81.6 28.3% 9.1%
Occupations
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MIKE SUTCLIFFE
Skills & Education
• No qualifications – more likely to be self-employed
• Higher education – equals a greater success rate Occupations that require degree level education maybe not best to target
• Studying – more likely to be studying toward qualifications
• Previous spells of self-employment contribute to success
• Previous unemployment can damage chances of survival
PA
GE 1
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MIKE SUTCLIFFE
Failure• 82% survival rate of new businesses 2012
• 13% fail in first year 2014 Usually reach maximum indebtedness
3-6 months after start-up
• Most people fail because they run out of money Lack of fundamental business knowledge Cash flow & financial management, Marketing & winning business General business management
What do they all have in common….
PA
GE 1
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MIKE SUTCLIFFE
Commonalities
The self-employment market is very fragmented. The needs of a hairdresser are very different to those of a plumber – therefore it’s important to find commonalities
File tax returns
Register self-employed (first 3 months)
Promoteservices
Telephone & broadband
Business bank
account
Insurance (health, property & casualty, liability, C&E,
auto, life, keyman, business interuption)Personality traits of audience….
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MIKE SUTCLIFFE
Know your audience
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MIKE SUTCLIFFE
Know your audience*
7% of UK males 45-65 are resistant to brands
Currently most interested activities online UK
Future growth area
Financial sector audience profile
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GE 1
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MIKE SUTCLIFFE
Calculations
• Companies often make £5,000 from an IVA - Martin Lewis & Jennifer Bailey
Nominee fee = £2,500Supervisor fee = £1,000 per year for period IVA lasts
Potential self-employed debt market value£5,000 x 9,542 = 47m a year
*Average of self employment per year over last 5 years / first year failure rate
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GE 2
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MIKE SUTCLIFFE
Direct MarketingSuggestions
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GE 2
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MIKE SUTCLIFFE
My approach
• Use data & analytics for insights
• Project ROI of each campaign
• KPI’s
• Track & measure everything
• Review & test… repeatedly!
Type of marketing for the brief…
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GE 2
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MIKE SUTCLIFFE
What is Direct Marketing (DM)
• “Direct marketing is just that: direct. It's talking to, or with, specific, targeted customers - with relevancy… a virtuous cycle of gathering and using customer data to improve communications… direct marketing is multichannel” Ginger Conlan - Direct Marketing News
• “Directly reaching a market (customers and potential customers) on a personal (phone calls, mailings) basis, or mass-media basis (infomercials, magazine ads)” Lahle Wolfe - LAWolfe Marketing
• Direct marketing is only as good as the segmented list you’re targeting
Marketing restrictions…
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MIKE SUTCLIFFE
Advertising
• A lot of regulations on Direct Marketing from OFT – x3 96 page documents Can’t send unfair and/or improper marketing Advertising must be clear, accurate and truthful - No exaggerated claims State what personal data will be used for and why Send or instigate electronic mail without prior consent Imply advice provided is free Stating advantages without stating disadvantages Any advice given needs to be licensed
• Incentives – IVA.com £50 (2008) is frowned upon
Social is key, but…
PA
GE 2
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MIKE SUTCLIFFE
Branding
Happy, feel good, lifestyle
• Interaction, comments, likes are always going to be difficult with this target audience / service
• Split personality brand, colours, fonts• Develop trust in brand
• Fix this before marketing!
• Maybe have strapline under main logo – use strapline on social? ORCreating a sub brand for self-employment
I recommend…
PA
GE 2
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MIKE SUTCLIFFE
Facebook• Custom audiences
• Upload CSV database/leads of email addresses & phone numbers• Advertise directly to target audience
• Targeted advertising news feed• Target specific demographics; location,
gender, age, likes, interests, relationship status, workplace and education
• Quick search = 20,000 targets found
• Lookalike audiences• Find 1-5% of people UK who are most similar to custom audience
Other social channels…
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MIKE SUTCLIFFE
Social - Twitter, LinkedIn
• Promoted Tweets in timelines – CPE basis• Create customisable targeting database• Promoted tweets to non-followers – extend reach• Promote in search – relevant topics (3-5% ER rates)• Target keywords in timeline, interest, geography, gender,
similarity to existing followers• 15,000 tweets per month self employment market
• LinkedIn PPC• Target ads on; location, company
name, industry, size, job title, skills, groups, gender and age
• Groups - The secret of self employment viewed by 34,483
Other social tools…
PA
GE 2
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MIKE SUTCLIFFE
PPC – Ads, Remarketing• Remarket to self-employed who visit the site
or perform an action on a page using PPC
• Take advantage of all your site traffic • Pre-qualified since they’ve
already shown an interest• Reminds / encourages to come back
• Advertise on relevant websites, blogs, forums
• Click to Call (Google Adwords)• Add Phone number to Ads on mobile• Improves CTR by 6-8%
• Affiliate banner advertisingExamples…
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GE 2
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MIKE SUTCLIFFE
PPC Ideas
Destination of click…
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MIKE SUTCLIFFE
Website - Landing Page(s)
• Create landing page(s)• Highly targeted to trades / issues• Debt map, calculator (see right)• Form to capture details• Human element (not stock images)
audience responds better to friends not businesses
• Add Video• Begin a cycle of regular keyword
rich content publishing (SEO)
This leads into…
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GE 3
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MIKE SUTCLIFFE
Content• Produce self help guides; impartial advice, articles
• Dealing with business debt, tips on recruiting, insurance, mortgage advice, pension relief
• Downloadable – form > ask for details before downloading
• Publish on website; PR (influencers/news) WAIT > social > email
• Content• Give snippets of info – enough to hook them, download to read restOR• Build an App
• Download app to read content – build database• Plant flag and secure branded keywords/channel for future• Push notifications for new content/reminders
Engage them with…
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GE 3
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MIKE SUTCLIFFE
Video
• Advertise on Youtube and Training/educational videos
• In-stream advertising before watching • Debt consolidation for the self employed – 13 views• Self employed debt risk – 23 views• Debt problems self employed – 9 views
• Or, display banner ads above search results
• Produce and display relevant videos / give webinars featuring self employed people who have made it
Build you own target audience…
PA
GE 3
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MIKE SUTCLIFFE
Forum
• Build a community• Drives traffic• Great for SEO• Repeat visitors• Ready made target audience / keep in regular contact
• An avenue for people who are not ready to acknowledge there is/or might be a future problem
• To people in similar position / impartial advice / anonymous
Promote your own brand by…
PA
GE 3
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MIKE SUTCLIFFE
Seeding
• Use seeding to weave into the fabric of digital channels
• Identify sites where self-employed regular engage
• Setup profile ‘personas’ on sites • Actively read / impartially comment• Use different locations (IPs) and profiles• Should look as if done by ‘real’ people• Push your company before someone pushes a competitors
• Great aid for SEO through linking
Directly contact target audience by…
PA
GE 3
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MIKE SUTCLIFFE
Email – Bulk & Behavioural
• 43% of 50+ age group prefer email - most trusted channel• Less intrusive, can emotionally unsubscribe if want to
• Signup to receive email on website/landing pages• Be honest – how will their data be used?• How often will you send mail?
• Send relevant/ content based, timely emails• Dynamic content
• Triggered emails• Take reminder details – when to file tax
returns, when to insurance renewals, etc
• Behavioural emailsA twist on more traditional channels…
PA
GE 3
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MIKE SUTCLIFFE
Radio - Digital
• 58% of UK trust radio advertising / 20% listen at work• 20% visited a website afterwards / 6% called• Ideal for trades = joiner, construction, farmer, taxi driver
• Advertising via digital radio• Advertise across lots of radio stations• Serve ads based on precision targeting; browsing history,
geo-location, organisation• Tap into at-work audience (TargetSpot)
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MIKE SUTCLIFFE
Personalised Direct Mail• Use Royal Mail to create mailing list/database
• Create deep / detailed info about people, places, age, gender, income, interests, homes, businesses
• Almost as likely to be persuaded by traditional marketing as new
• Topic – Top Tips to avoid debt, money advice, etc
• Personalised content and CTAs• PURLs [email protected], first name,
telephone numbers, personalised landing for users• 5% conversion increase (adestra)
Other print opportunities…
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MIKE SUTCLIFFE
Content Ideas
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GE 3
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MIKE SUTCLIFFE
Print – Magazines, Press, Leaflets
• Display advertising in local press, trade magazines• Farmers, hairdressers, plumbing & electrical
• Advertorials - DFD helped local business through tough times• Don’t focus on debt
• Printed literature• Send posters, leaflets - debt charities • Citizens Advice Bureau, landlords (Regis)?• Events?
Finally…
