1. Practical Marketingthat really worksClaire Pay & David Banyard - SandisonPay Ltd

2. The Chartered Institute of Marketing(CIM) define marketing as:-The managementprocess responsible foridentifying, anticipatingand satisfying customerrequirements profitablyPractical Marketingthat really works 3. Or as George Orwell once saidthe rattle ofa stick inside aswill bucketPractical Marketingthat really works 4. About this Sessiono 10 simple but impactful Marketing Lessonso Practical take home valueo Easy to implemento Simple to measure and evaluateo Will deliver immediate resultsPractical Marketingthat really works 5. Lesson oneBait the hookto Suit the FishPractical Marketingthat really works 6. Lesson one - Differentiation is Criticalo What does your company stand for?o Why are you different from your competitors?o What is your uniqueness?o Why should a customer buy from you?o What pain are you taking away, or whatbenefit are you providing?Practical Marketingthat really works 7. Lesson one - Differentiation is CriticalAn ExamplePractical Marketingthat really works 8. Lesson one - Differentiation is CriticalAn ExampleParker Pens Providers of GiftsPractical Marketingthat really works 9. Lesson one The LearningPeople (customers)look for differences,not similarities. So, givethem differences(What makes you special?)Practical Marketingthat really works 10. Lesson twoRepetition buildsreputation. Frequencyis far more importantthan reach.Practical Marketingthat really works 11. Lesson two Touching your prospectso Identify key targets & create plano Segment your target list into sharedgroups or sectorso Collect information, data, collateral build up a knowledge banko Regular drip feed, using mail, email,telephone & socialo Often 5 or 6 toucheso Be memorable!Practical Marketingthat really works 12. Lesson two The LearningSet up a process wherebyyou are contacting yourprospects at least everyquarter and if you can doit, every 2 monthsPractical Marketingthat really works 13. Lesson threeUnderstand thepower of DirectMarketing (DM)Practical Marketingthat really works 14. Lesson three What is DM?o Focused and targeted contactwith the customero Usually selling (but not always)o Clear and compelling offero Easy to use call-to-actiono Multi-channelPractical Marketingthat really works 15. Lesson three What is DM? An ExamplePractical Marketingthat really works 16. Lesson three The LearningIf you target it correctly,DM is potentially themost effective way ofgetting your messageto the right person.(Remember to consider it in any marketing campaign)Practical Marketingthat really works 17. Lesson fourBuild anengaging SocialMedia presencePractical Marketingthat really works 18. Lesson four Key to successful Social Mediao Understand which of the channels yourcustomers use, and follow or like themo Social media is about community andcollaboration, NOT about sellingo Become a source of comment, news,information, top tips!o Give away advice or offer something of valuePractical Marketingthat really works 19. Lesson four Which to use?Facebook going to the pub with your friendsTwitter going to a night club and shouting really loudLinkedIn going to a business meetingGoogle+ - going to a conference and sharing informationYouTube going to movies and watching the adsPractical Marketingthat really works 20. Lesson four The LearningDont be afraid ofusing Social Media.Your customers andcompetitors will beusing it. But use theright channels!Practical Marketingthat really works 21. Lesson fiveIts the littlethings that matterthe mostPractical Marketingthat really works 22. Lesson fiveOn average, a companyloses 32% of its customersa year!(But heres the frightening thingMost of thetime, we never even notice!)Practical Marketingthat really works 23. Lesson five Keep Your Ears and Eyes OpenPractical Marketingthat really worksVs 24. Lesson five The LearningBusiness goes whereit is invited(The quality of the relationships you buildwith your existing and potential customerswill absolutely determine the quality of theresults you achieve in your business!)Practical Marketingthat really works 25. Lesson sixNurture yourExisting CustomersPractical Marketingthat really works 26. Lesson six Why?It costs 6 more times toattract a new customerthan it does to keep anexisting onePractical Marketingthat really works 27. Lesson six Existing Customers = so Are they aware of all your products/services?o Can they benefit from referring new business?o Do they know you have just won an award?o Do they know about all new developments?o Are they included in sales promotions?o Do they receive your newsletter/blog/email?o How often do you tell them how valuedthey are?Practical Marketingthat really works 28. Lesson six The LearningFor most companies,what they need to bemore successful is alreadythere, they simply dontrecognise it.(Make your customers feel valued)Practical Marketingthat really works 29. Lesson sevenCustomerendorsementsare worth theirweight in GoldPractical Marketingthat really works 30. Lesson seven Testimonials and Reviewso The power of review sites e.g. TripAdvisorcan destroy businesseso Ask your customers if they like whatyou have doneo Word-of-mouth and referralso Case studies and happy quotesPractical Marketingthat really works 31. Lesson seven The LearningBuild it into yourprocesses, but dont waitfor customers to write it!Practical Marketingthat really works 32. Lesson eightDoes yourPersonalityshine through?(People buy from people first)Practical Marketingthat really works 33. Lesson eight Ask Yourself Thiso If your company was an airline, which onewould it be?o If your company was a make of car, which onewould it be?o If your company was a food store, which onewould it be?(Then ask your top customers to see what answers theywould give. Bet its different!)Practical Marketingthat really works 34. Lesson eight The LearningYour personality (you +brand) needs to appeal toyour target audience. If itdoesnt, then change it this is easier than changingyour customersPractical Marketingthat really works 35. Lesson nineStart usinge-mail marketingNOW!Practical Marketingthat really works 36. Lesson nine Email Top Tipso Be creative, especially the subject lineo Be people focusedo Be relevant very importanto KISSo Test, then test againo Make it easy to unsubscribeo Write like a humano Clear call-to-actionso Measure, evaluate, learn & amendo Campaign and plan. And get the date right!Practical Marketingthat really works 37. Lesson nine The LearningEmail marketing works.Make sure yours arecreative, clear, conciseand consistentPractical Marketingthat really works 38. Lesson tenNo single marketingeffort works all the time,rotate your marketingtactics and approachPractical Marketingthat really works 39. Lesson ten The LearningMeasurement and evaluationis the most important part ofany marketing plan. Varietyand creativity will deliverresults, and prevent you fromgetting bored!...Practical Marketingthat really works 40. Bonus LessonYou can afford to makemistakesthe trick is tolearn from them!Practical Marketingthat really works 41. Bonus Lesson Learn from Mistakes!Gerber US babyfood companyPractical Marketingthat really works 42. Bonus Lesson Learn from Mistakes!Practical Marketingthat really works 43. Bonus Lesson Learn from Mistakes!Practical Marketingthat really works 44. Lesson Check ListPractical Marketingthat really workso Be different!o Touching works!o DM can be powerful!o Become social!o Know your customers!o And love them!o Customer endorsements!o Use your personality!o Start emailing now!o Try something different!(And learn from your mistakes!) 45. Summaryo Nothing I have said cant be done easilyo Small improvements pay large dividendso It is at difficult times when marketing shinesthrough invest time and resource NOW andget ahead as the upturn takes affect.Practical Marketingthat really works 46. Thank you!Any Questions?Practical Marketingthat really works