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Transcript
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 • • • • • • • • • Exhibitions Advertising Sponsorship Direct mail Websites Social media Blogging Networking Face to face techniques Low cost advertising • • • • 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 • • • • • • • News Features Letters page Profile articles Opinion article Press events Exhibitions and trade shows • Statistics and surveys • • • • • • • • 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 • • • • Referral networks Buzz marketing Mentoring schemes Volunteering Digital techniques • • • • • • • • 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) • • • • • • 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 DOWNLOAD SLIDES WWW.BRIGHTSPARKMARKETING.COM /DOWNLOADS