Download Getting to the *Oomph

Marketing Tips without selling your
first born…
Today’s format…
• Why is marketing
expensive?
• Time vs Cost
• Low cost approach to
advertising
• Editorial techniques
• Digital techniques
• Face to face
techniques
• GROOVY TOOLS
Why is marketing so expensive?
• Specialist tools cost a lot of money
• High expectations
• There’s no such thing as a five
minute job
• There’s often a value put on ‘reach’
e.g advertising
circulations/eyeballs/footfall
Time versus cost
Money hungry
Time hungry
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Exhibitions
Advertising
Sponsorship
Direct mail
Websites
Social media
Blogging
Networking
Face to face techniques
Low cost advertising
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Play the ‘deals game’
Parish magazines
Inserts - publisher
Inserts - newsagents
• Newsagents windows
• Supermarket notice
boards
• Church and
community
noticeboards
• Targeted leaflet
distribution
Know the press in your sector
• Every industry has its
own trade press
• Read by everyone in
that sector
• Influential and powerful
• Possible to get
coverage without
having hot news
Media Hooks
• There are 5 media hooks guaranteed to
get coverage in any national newspaper or
broadcast media…
How does that help you?
• Change
– What has changed? If nothing – there’s no story
• People
– People make a story come alive – case studies,
testimonials etc.
• Conflict
– Two schools of thought fighting – e.g. energy
debate, law suit stories, bucking the trend
Overview of ways to get coverage
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News
Features
Letters page
Profile articles
Opinion article
Press events
Exhibitions and trade
shows
• Statistics and surveys
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Blogs
Piggy backing
Story pitching
Competitions
Reviews
Stunts
Social media
Building relationships
with journalists
Press releases
• The first step for press relations
• Reasons for sending a release…
• New order win
• New product or service
• Something has changed in your organisation
» Investment, new senior staff
• Partnership agreements
• Financial results
• Quirky human interest stories
» Charity involvement, the ‘British eccentric’
• Industry specific
• Part of a wider issue in
your industry
• Press releases
• Use relevant quotes,
statistics and pictures
Oxley’s Health Spa, Ambleside
Opinion articles
• Coverage without news
• Controversial comment
is always welcome
• Pick ‘hot topics’
Profile Pieces
Great when you have no
news
‘Pitch’ when you are in
the middle of a positive
trading period
Look for an unusual angle
Features
Stunt examples…
Face to face techniques
• Networking clubs
• Speaking
engagements
• Visiting trade shows
• Attending
conferences
• Share trade stand
space
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Referral networks
Buzz marketing
Mentoring schemes
Volunteering
Digital techniques
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Facebook
Twitter
Linked-in
Pinterest
Google +
Instagram
Flickr
YouTube
• Blogging
• Tumblr
• MailChimp
– Campaign Monitor
– MadMimi
– Constant Contact
• List building
• PayPerClick
• Social Media ads
CASE STUDY
DARREN HARRIS - THERAPIST
Kendal based therapy business
• Website – using
Squarespace.com
• Networking group – BNI
• Leaflet display in
‘targeted’ outlets
• Articles in Trail
Magazine (expert Q&A)
• Head For The Hills
event (free speech in
return for free stand)
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Cards via moo.com
Formal referral network
“Massage miles’
Skills exchange
Industry involvement
Volunteer ‘Transplant
Games’
• Happy clients
Cool tools
• Squarespace.com
• VCita web contact
tools
• Crazyegg.com
• Portent.com (content
generator)
• IFTTT.com
• Deathtotheistockphot
o.com
• Morguefiles.com
• Flickr – creative
commons license
• Speakpipe
• Flipsnack
• (snack widgets)
• Moo.com
• Surveymonkey.com
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