1. Tuesday 1st November, 2011
“Carlsberg don’t do
marketing
seminars, but if
they did……”
By Dev Chakraborty
2. CIM Definition Of Marketing
The management process
responsible for identifying,
anticipating and satisfying customer
requirements profitably
3. An (Old) Definition Of Marketing
The circus is coming to town!
If you paint a sign saying: “Circus coming to the fairgrounds this
Sunday” – that‟s Advertising
If you paint the sign on the back of an elephant and walk it through
town – that‟s a Promotion
If the elephant walks through the Mayor‟s flower bed – that‟s
Publicity
If you can get the Mayor to
laugh about it – that‟s PR
And if you planned the whole
thing – that‟s Marketing!!
4. Marketing Today
In the modern world, we could add:
If you spread the word via your website or blog, or
using Facebook and Twitter, perhaps on your iPhone
– that‟s Social and Digital Media!
6. Market Research
What do you think your customers think about
you and your business??
Find out what they really think
SWOT analysis
Mystery shopper
Focus Groups
Surveymonkey.co.uk
Dontguess.co.uk
8. Should I be here?!
BNI, NRG, GIN, Lloyds Bank/FSB, 4N, Business
Inspired, Chambers of Commerce..
Fail to prepare, prepare to fail … prepare a
memorable 60” presentation
Two of you from the same company at the same
event?
Post event follow-up, evaluate
10. Continuity
Quality vs price
Add one line on the back of your card:
„What I can do for your business‟
QR barcode – video testimonial
iPhone application –
bump
11. The future of web design?
Build your own website, zero experience required
www.moonfruit.com
Add pictures, audio, video
Track website traffic
Built-in SEO
Free of charge! (as long as you update it once
every 6 months)
12. Photos for your website
Take images from your camera, and tried to use them on
your website? Digital cameras produce massive, high-
resolution images which will use up all your webspace allowance.
They will make your website slow to load, and drain the user‟s
bandwidth.
Resize your images with www.imagemerger.net
Just specify by what percentage
you want your images
reduced and the site will do
the rest.
FREE OF CHARGE!
13. www.bigstockphoto.com
BigStockPhoto is your fast, easy-to-use marketplace for
quality stock images
It offers over 4 million royalty-free photographs and
illustrations from talented photographers and artists around
the globe
14. Get feedback on your website
Bounce rates are one of the biggest problems for web
designers. Visitors to your site need to be able to see what it‟s
all about in the first 5 seconds – if they can‟t, the chances are that
they will leave.
Test whether your design is clear and easy to
understand: www.fivesecondtest.com
Your website is revealed to volunteers for 5 seconds
The community of web designers will give you feedback
FREE OF CHARGE!
15. How others view your website
Did you know each user sees a slightly different amount
of each website? Computers have lots of different screen
sizes, and users set up their browsers with a range of toolbars.
See how users actually view your website with
www.screen-resolution.com
Type your website address into
the main box, choose the size
that you want to investigate,
and click „go‟
It launches a new browser that
shows your website in the
exact size you specified
FREE OF CHARGE!
16. Free Listings
www.yell.com
www.thomsonlocal.com
www.freeindex.co.uk
www.hotfroguk.co.uk
www.gumtree.com
Diary date to revisit sites every 6 months
17. Video Footage
Adding video to your website boosts your Google
ranking.
60”/90” introduction to your company
Virtual tour......meet the team......client testimonials
Promote in your email signature, Facebook,
E-newsletter...
Upload to YouTube
19. Know your target market – what do they read?
FT or The Sun?
Make sure your product or service is ready
Don‟t forget local radio
Be clear and concise... so what?!
A picture speaks a thousand words
20. Deadline is king
Piggyback national/international stories
Always send to a named individual
Follow up… polite persistence
Explore possibility of a regular feature
21. Contra Deals
Barter, barter, barter!
Double or triple your marketing budget without getting
your cheque book out
Advertising – radio, newspapers, magazines,
corporate hospitality, etc.
Photography, web design, graphic design, restaurant,
training, etc.
… virtually any service!
22. Client Referrals
Word of mouth is the best form of advertising!
Let your happy customers spread the word
Simple postcard design – referral details on the back
£25 M&S voucher, bottle of champagne, petrol
voucher, etc.
Memory jogger, e.g. Sky TV
23. Who are you? What are you?
If your business was a car, what exactly would it be?!
Mercedes? Vauxhall? Aston Martin? Kia?
A 30-year-old, rusty Capri?
Do your staff/customers share your opinion?
24. Timing
E-newsletters
Mailshots
January 1st : new calendar year = new financial
budgets
April 1st : new financial year
Public Sector – use it or lose it!
25. Set Goals
How do you eat an elephant?!
Set manageable goals
If the idea of selling 10,000 widgets a year
overwhelms you, think of it as selling 27
widgets a day
Sales – cold calling
Just 5 calls a day = 100 per month
= 1,200 per year
26. Promotions
Star FM chocolate campaign
Be creative
Be different, be daring!
27. LinkedIn
Over 120 million professionals use LinkedIn to exchange
information, ideas and opportunities:
6 million in the UK
Stay informed about your contacts and industry
Find the people and knowledge you need to achieve
your goals
Adds 1 million new members every 12 days
28. Add a photo: people buy people
Join industry-specific groups
Join geographical groups: FSB, local Chambers, GWE
Business West
Reply to threads, position yourself as the expert
Ask questions
29. Testimonials
Investigate your connections‟ connections
Remember your manners! If you wouldn‟t do it, say it
or share it in person, don‟t do it, say it or share it on
LinkedIn
Search status updates with
LinkedIn Signal, find out who‟s
talking about your favourite topics
31. What are your time bandits?! Internet surfing, social
media, eBay?!
E-newsletters….unsubscribe
Learn to delegate....outsource ...
Emails/social media.....don‟t reply straight away
Avoid Vampires!!
32. “The next 50 years will see new forms of marketing,
tailored in greater ways to our lifestyles.
“Traditional advertising will remain on bus stops, on
television, via the internet and posted through our
letterboxes.
“But word-of-mouth marketing will forever be the most
powerful way of persuading customers to join us.
“It’s the product that really forms the future of marketing
– as it has done in decades past.”
33. “The next 50 years will see new forms of marketing, tailored in greater ways
to our lifestyles.
“Traditional advertising will remain on bus stops, through the iPhone, on
television, via the internet and posted through our letterboxes.
“But word-of-mouth marketing will forever be the most powerful way of
persuading customers to join us.
“It’s the product that really forms the future of marketing – as it has done in
decades past.”
Sir Richard Branson
34. Thank You!
Dev Chakraborty
Business Link
E: dev.chakraborty@businesslinksw.co.uk
Slides available from:
www.businesslinksw.co.uk/media-centre