Creating a marketing campaign with litlte or no budget

1. Creating a marketing plan with little or
no budget…
Your local marketing toolkit
Emma James
Tasty Marketing
17 November 2010

2. •(from The Wall Street Journal)
•Some time ago in London, just after the release of
Spiderman 3, the journalist visited a public toilet in
central New York.
•Upon entering, he noticed a gap in the line of urinals,
one was missing.
•Strange, he thought, then something caught his eye.
•The urinal wasn’t missing – it was elevated!
•There it was, hanging from the ceiling and beside it, on
the wall, was a message:
•“Spiderman 3 – Out Now.”
•He was never to forget it.
•THAT IS THE POWER OF MARKETING – it’s not about
money – it about how you use it! A smaller budget
actually makes you more imaginative.

3. What is Marketing?
•The aim of marketing is to get more from existing
customers through cross selling and referrals, plus bringing
on board new customers.

4. Budget cuts and statistics…
“You can safely cut your marketing budget as long as
you look for cheaper alternatives to keep
communicating with your customers.” Moneyaside
Magazine
“There's a saying that half of your marketing efforts
are wasted, but its just knowing which half! Thomas
Murrell, Marketing Expert
“Advertising grew by a mere 1% in 2008 according to
Zenith Optimedia, but PR is much more impressive.”
Digital Branding Magazine

5. Tips to Lower Costs
Use your own database
Existing customers- more spend and more often
Use contacts and clients
Testimonials
Barter
Negotiate
Plan ahead
Bulk
Ask for recommendations and referrals
Relationships
Review methods and message constantly
Share contacts and affinities

6. BUDGETS…
Where are you spending now?
•Advertising
•Direct mail and distribution
•Printing
•Signage
•Events and exhibitions
•New launches
• COST PER VIEWER?
• IS IT WORKING?
• MEASURING RESPONSE?

7. Are you spending wasted money?
•Target audience and medium – who, where, why, when
how?
•Right message – benefits, length, understanding,
•The dreaded advertising – target, measure, attention
•Consumer vs B2B direct mail
•Planning ahead
•Differentiation
•Shows and exhibitions
•Asking customers
•Bargain and negotiate
•Don’t follow the competition

8. Step 1:
•Brainstorm
•Plan ahead
•Create a strategy and message
•Split per target audience or sector
•Research customers and competitors
•Get your team involved

9. Steps to prepare before creating the
plan…
•USP
•PEST
•SWOT
•What do you want to achieve – recognition, enquiries,
awareness, new markets, launches, growth.
•Ask the customers.
•What has happened before? How do clients find you now?
What has worked and failed in the past?

10. Marketing Communications
Strategy
•This is the promotional tools – the Marketing Mix
also incorporates pricing, packaging, distribution
and products / services.
•The chart (handout)

11. Some budget marketing tools…
•Public Relations
•Is it newsworthy
•Contact local publications
•Write a straight forward press release
•Take a photo – this can make or break the campaign
•Build journalist relationships
•Hold a press event or launch

12. Writing a Press Release

13. What is Newsworthy?

14. Ask the experts…
•James Tourgout, Editor of Dorset Echo – The press
release must contain the basic information – who, what,
where when, how? Ensure names are spelt correctly and
the most important points are at the top.
•Gill Bevis, Editor of The Business magazine – Put the
headline in the “re” line of the email and to ensure you
stand out from the crowd. Ensure the press release is in a
word document so that we can copy the relevant points
across.
•Bridget Swann, Editor of Dorset Magazine – Keep the
press release succinct. Make it easy for us to pick out the
key points and ensure the photo is high resolution.

15. Budget marketing tools…
•Cherish Your Customers
•Celebrate together – hold events and parties –
workshops to hospitality or just in house
•Find out what they want – research them /
questionnaires
•Tell them what you’re doing – newsletters by email or
hard copy

16. Budget marketing tools…
Create Special Offers
•Offer something different – can they buy more or
come back again?
•Use seasons as an excuse
•Offer loyalty schemes

17. Budget marketing tools
•Sponsorship – rarely used to its full capabilities
•Sponsor local events - business
•Get involved with the community
•Charitable events / sponsorship
•Associations

18. Budget marketing tools…
•Think about Direct Mail
•B2B strength
•Email possibilities
•Team up with other firms
•Timing and message
•Call to action
•Databases
•Lumpymail

19. Direct Mail
•Lumpymail – a theory by Jon Goldman
•The World’s Greatest Direct Mail Secret
Weapon
•Lumpymail.com
•Over shaped and oddly sized!

20. Lumpymail…The stats…
•The average person receives 3100
marketing messages per day!
•If you took all direct mail and laid it end to
end, it would wrap around the world 6 times
in just one year!

21. The 3 Piles
•Everyone sorts their mail into 3 piles:
• C Pile: circular or crap!
• 87% of mail.
• Junk mail,. Solicitation, adverts.
• B Pile: “I’ll think it over”
• NO!
• Not immediate.
A PILE:
The golden ticket.
Personal letter from Nan!
Legal letter, wedding invite.
GOOD LUMPYMAIL

22. How do I Get on the A Pile?
Break through the clutter – add a lump or bump
Make them curious – create a question, what the
heck is this?
Make sure your piece rolls to the top
Be personal

23. Duct Tape Marketing – Direct Mail
Personalisation builds trust
Target the list
Get the outer envelope right
Good things come in small packages
A splash of colour
Handwritten notes
Repetition and telling a story
Create a call-to-action
•With gravy lumps are bad, with mail lumps are good!
•“Notice me!” “Open me!”

24. Examples
•Impact Signs –
sweets, rock, muffins
•Go South Coast
•Tasty Marketing –
kidnap, sweets, eggs, Eric
•G&H Construction –
fish and chips
•Shooting Success
•Peeks
•Take a look at:
•Lumpymail.com
•Message muffins
•Butterfly Bakery
•RT Promotions
•Sweetsncandy.com
•The Carrier Bag Shop
•Peeks

25. FLU!
Viral marketing spreads – you want to encourage it!
E.g.
• networking
• Word of mouth
• Referrals
• Affinities
• Incentives
• Loyalty
• PR
• Newsletters
• Existing contacts
• Recommendations
• Testimonials

26. Newsletters
•“A newsletter is a conversation, not a
speech!”
•FACTORS TO CONSIDER:
• Cost
• Method of sending
• Time
• Team involvement
• Personalisation
• Frequency
• Not too much selling – advice and
news
• New products and launches
• Client cases
• Competitions and promotions
• Incentives to respond
• Templates
• Feedback
• Continuity long term
• Integration
• Title
• Columns
• Who are you speaking to?
• Look and feel

27. Ten Things Copy Should Always Be:

28. The Attention Economy
“Businesses need to get and hold a customer's attention in
order to achieve business success”
Thomas C Davenport and John C Beck
“Attention is the focused mental engagement on a particular
item of information.”

29. The Attention Economy

30. What type of business are you?
•B2B
•Affinity Marketing
•Seminars and workshops
•Direct Mail
•Eshots and newsletters
•Shows and exhibitions
•Networking and w.o.m.
•B2C
•Loyalty with other businesses
•In house materials
•Vouchers
•Brochures and catalogues
•Outdoor signage

31. NEXT STEPS (Duct tape marketing)
•1.What do you really want to achieve?
•2.Beleive it is possible!
•3.Put it in writing.
•4.List the detail of the benefits.
•5.Set a deadline.
•6.List the possible hurdles.
•7.What skills, people and resources do you need?
•8.Plan.
•9. Revise.
•10. Commit

32. Who are Tasty Marketing?
•Local marketing for local companies
•Specialist in Hants and Dorset
•The Menu
•www.tastymarketing.co.uk