The presentation was given at the Networking Direct event on 12th Jan 2010 at Carrwood Park. All the contents were created by Laura Kirwan, Circle Marketing.
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Marketing Presentation (12.01.10)
1. Marketing: build your brand, drive revenue & create a return Laura Kirwan, Owner of Circle Marketing & Outsourced Marketing Director 12 January 2009
2. Let’s talk about you.... www.wearecircle.co.uk This session is for you Interrupt whenever you fancy Ask me something specific to your business at anytime I am available at the end of the session for a one-to-one or feel free to contact me after the session if you need some advice
3. Let’s talk about me..... www.wearecircle.co.uk 12 years in marketing Marketing Director for an award-winning SME Experience is mainly B2B & B2E (with a bit of B2C) Chartered Marketer, Post Grad Diploma (CIM) & Business Degree Launched Circle Marketing in 2009 SME Ambassador for the CIM
4. What is marketing? www.wearecircle.co.uk It is simply a level of understanding about your business, the market and your customers in order to: make more money, attract more customers, convert more leads, operate in more markets and retain more customers. In other words its about profit, retention & growth
5. How do I help businesses? Results www.wearecircle.co.uk
6. Plan, plan, plan & plan some more www.wearecircle.co.uk Situation analysis - do you really know your business? Your competitive landscape Understanding your customer base & your position in the market Market conditions now and in the future – internal & external Objective setting – short, medium & long term The marketing strategy Product Price Place Promotion People Process Physical evidence The marketing tactics & plan Budgets, pipeline, analysis & contingency planning
7. Ansoff matrix Current Products New Products Existing Markets New Markets www.wearecircle.co.uk
12. Return on Investment www.wearecircle.co.uk Measure return on investment (sale-cost)/cost *include your time. Savings Achieving objectives set Profit & revenue Growth Brand awareness Leads generated Conversion tracking If your marketing does not equate to real tangible value you need a new strategy
13. Good tools for SME’s Google adwords, analytics & Google alerts Wordle.com – get a word cloud of your website does it reflect your brand values Tweet Deck – Social networking pages in one place Bit/ly – tracks your links as well as shortens them Outlook toolbar in Linked In www.wearecircle.co.uk
14. Thanks for listening www.wearecircle.co.uk Questions now or later? Do you want a free Marketing Health Check? Just send me an email or go to my website www.wearecircle.co.ukor email: laura@wearecircle.co.uk
Notas del editor
Explain what marketing is notIt’s not About making things look niceIt’s not about building a website and expecting a resultIt’s not about selling although selling is one aspect of the marketing process
Whether you develop a full business plan or scribble down your thoughts you must have a working plan that fits your business. Its very easy to complete think of where you are now, where you want to be, how you will get there (the strategy) and how you will ensure arrivalEach plan is completely bespoke to a business and could cover things such as:Situation Analysis - Understand things such as:How many jobs have you delivered per year Total sales value (revenue) –each yearAverage valueDo you know how much each sale costs? For instance your time today adds to the cost of sale etc.Source of sales – what’s driving sales?Top performing products in terms of revenue, profit, time taken to deliver etc.Pipeline analysis -conversion rates, average length of sales cycleReasons why sales are won & lostSource of sales enquiriesYour competitorsDirect & non-direct competitorsHow do you compare?What’s your competitive advantage?CustomersWho are your customers (sectors, organisations, job titles, buying behaviours etc)Customer feedback/research – how do your customers truly perceive you?Repeat customer figures versus new customer acquisitionCustomer lifecycle & sales cyclesWhat position does the business hold in your customers mind e.g. price/quality perceptual mappingTarget marketsSegmentsMarket conditionsSWOTPESTL – political, economic, social, technological, legal factors that will influence the business (for example clients in education)Objective settingCorporate & marketing objectivesVisionRevenue targets - short, medium & long termProfit targets Number of clients?Key areas for growth?Objectives for the team – size, expertise etc?Referral objectivesNew business / existing business targetsAnything else that we feel is key to the businessExit strategy objectives Personal objectivesProduct strategy and markets should be analysed together – new/existing markets, new/existing products? Be careful not to stretch the business too thinly – if you are following a product development & market penetration strategyWhat is your new customer acquisition strategy? How do you find new leads?How are you going to retain existing customers? Do you incentivise existing customers to come back?How will you get lapsed customers back?How do you thank customers for their business?What do you do to upsell/cross sell?Do you encourage referrals?
This is something many of my clients find useful Many small businesses are on the hamster wheel as they are not focusing their strategy.As a small business I would recommend doing no more that 2 of these and focusing energy into core areas.
After this session take a good look at your brand exterior:This could be your communicationsYour peopleYour website, business cards, brochures etcThe written style you choose – the words, tone of voiceThe messages you relate about your brandYour logoDo they accurately reflect your values and your brand essence – the core of your businessAsk people what emotional response they get when looking at your brand exterior for the first time – does this reflect the values you wish to convey?
Googleadwords is a great way to create highly targetted campaignsUse twitter, linked in – great free ways of gaining a brand presnce. Blogging – this is a great free way of building credibility and search engine traffic.PR – again – totally free apart from some time. Give it a go – think of a hook and contact your local press. I have been interviewed by the Yorkshire Post and my have appeared in my local paper several times. Each time this creates warm leads and is very easy to do.Events – you may not be able to host a large event but join forces with others, attend events like this. Meet people at free events where you are likely to find your target markets.DM – there is evidence to suggest that a handwritten personalised campaign can work better than a large traditional DM campaign. An agency sent me strawberries and cream hand delivered – it raised awareness – sometimes simply coming up with a good, highly relevant idea is all that is needed.Email marketing – a very cost effective and immediate way of attracting customers. Ensure that the email is well constructed and written with best practice and invest in a well designed HTML template (again v low cost)Use more than one at one time and make your budgets go much further.
In all your marketing campaigns this is the most important thing to remember!People often forget.Many business get the first 2 right but neglect the desire and action part when marketing their business.
It doesn’t really matter how you measure it – just ensure you measure it.If your website is generating 1000’s of hits a month, yet this is not converting to sales you can go back and adjust the process accordingly remember aida.
In all your marketing campaigns this is the most important thing to remember!People often forget.Many business get the first 2 right but neglect the desire and action part when marketing their business.
