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Marketing on a Shoestring Budget - 1 hr class

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The document provides guidance on developing an effective marketing plan on a shoestring budget. It recommends first assessing your target customers and available resources. It then discusses creating a blueprint with measurable goals and a consistent message. Various low-cost and free marketing ideas are presented, like optimizing your website, social media presence, and online directories. It stresses measuring the results of your efforts to determine what is truly effective.

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Marketing on a Shoestring Budget Presented by: Angie Kilbourne, AAM Manager, ASA Web Operations
Housekeeping ,[object Object],[object Object],[object Object],[object Object]
Can the independent shop compete with … ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],– Dave Bedwood, Lean Mean Fighting Machine, a U.K. digital agency
A lesson from long ago … Select Any Two
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A lesson from long ago … Fast & Cheap … Fast & Good … Good & Cheap?
Effective marketing isn’t necessarily expensive ,[object Object]
Effective marketing isn’t necessarily expensive ,[object Object],[object Object]
Effective marketing isn’t necessarily expensive ,[object Object],[object Object],[object Object]
1. Building a blueprint for success ,[object Object],[object Object]
A marketing plan includes: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Foundations to a marketing strategy ,[object Object],[object Object]
Foundations to a marketing strategy ,[object Object],[object Object],[object Object]
Foundations to a marketing strategy ,[object Object],[object Object],[object Object],[object Object]
Foundations to a marketing strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
What resources are available to you? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Every brand needs a cheerleader ,[object Object],[object Object]
Set adequate budgets ,[object Object],[object Object],[object Object],[object Object]
Are you “hoping” your efforts will pay off? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Build and implement a marketing message ,[object Object],[object Object],[object Object],[object Object]
Monitor and measure ,[object Object],[object Object]
Be flexible enough to change ,[object Object],[object Object]
2. So let’s talk about some cost-efficient ideas
Clean up your image! ,[object Object],[object Object],[object Object],[object Object]
Position yourself as an expert in the community ,[object Object],[object Object],[object Object],[object Object]
When networking … ,[object Object],[object Object],[object Object],[object Object]
Pay it forward ,[object Object],[object Object],[object Object]
Create a celebratory event … ,[object Object],[object Object],[object Object],[object Object],[object Object]
Keep your customers coming back ,[object Object],[object Object],[object Object]
Get the press to notice you … ,[object Object]
Find media outlets at ASA’s TakingTheHill.com ASA ’s TakingTheHill.com legislative website offers a free media/news outlet finder. You can search locally and nationally for news organizations to send press releases.
Become the “go-to” expert for reporters … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Electronic marketing is extremely cost-efficient ,[object Object],[object Object]
List your shop in all the free online directories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How’s that website? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Even honest electronic mistakes can be useful … ,[object Object],[object Object]
Keep tabs on your reputation ,[object Object],[object Object]
www.google.com/alerts
Don’t discount the power of social media ,[object Object],[object Object],[object Object],[object Object]
Website analytics are a wealth of knowledge ,[object Object],[object Object],[object Object],[object Object]
What ethnic groups are interested in your shop?
Where do they live?
Email marketing services provide data-rich reports ,[object Object]
3. Going beyond hope ,[object Object]
What should be measured? ,[object Object],[object Object],[object Object],[object Object]
How do you determine your ROI? ,[object Object],[object Object],[object Object],[object Object]
Key Performance Indicators ,[object Object],[object Object],[object Object]
Key Performance Indicators ,[object Object],[object Object]
Key Performance Indicators ,[object Object],[object Object],[object Object]
Key Performance Indicators ,[object Object],[object Object],[object Object],[object Object]
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Great Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More Great Resources ,[object Object],[object Object],[object Object],[object Object]
Contact me with any other questions! ,[object Object]
[object Object],[object Object]

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Marketing on a Shoestring Budget - 1 hr class

  • 1. Marketing on a Shoestring Budget Presented by: Angie Kilbourne, AAM Manager, ASA Web Operations
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  • 5. A lesson from long ago … Select Any Two
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  • 7. A lesson from long ago … Fast & Cheap … Fast & Good … Good & Cheap?
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  • 24. 2. So let’s talk about some cost-efficient ideas
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  • 32. Find media outlets at ASA’s TakingTheHill.com ASA ’s TakingTheHill.com legislative website offers a free media/news outlet finder. You can search locally and nationally for news organizations to send press releases.
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  • 42. What ethnic groups are interested in your shop?
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