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Marketing Methods Integrated Marketing Advertising Public = Paid = Free! Relations Promotions Personal Selling Specific campaigns for specific objectives Cross-promote! GreenBizz Project Digital Safari Institute Marketing Channels Branding Logos Stationery Brochures Flyers Newsletters Signage Exhibitions On-line Websites Search Engine Optimization Pay per Click Online banners Email marketing SMS messaging Viral marketing Off-line Public relations Newspaper & magazine Outdoor Ads Radio & television Direct mail Door drops & inserts Trade Shows PR campaign Press releases Publication search Forward feature search Publicity stunts In-store ads GreenBizz Project Digital Safari Institute Marketing Channels Radio and television Newspapers, magazines, direct mail The Web, e-mail Outdoor and transit advertising Directories Trade shows and special events In-store ads and promotions Point-of-purchase ads GreenBizz Project Digital Safari Institute Marketing Budget Four Budgeting Strategies: What you can afford What the competition spends A fixed percentage of sales Objective-task allocation Key: Whatever it takes to get the job done! Money’s not the issue, creativity is! GreenBizz Project Digital Safari Institute Leverage Your Resources Partner for co-marketing Try shared advertising Leverage public relations Use “guerilla marketing” techniques GreenBizz Project Digital Safari Institute Guerilla Marketing What is “Guerrilla Marketing”? – “A body of unconventional ways of pursuing conventional goals” – “A proven method of achieving profits with minimum money” Don’t pay for advertising when you can get PR for free!! “Viral” Marketing: Get others to market for you GreenBizz Project Digital Safari Institute Examples: of “Guerilla Marketing” Press releases Give-aways, donations & sponsorships Demonstrations Viral e-mail, on-line multimedia Street art Be creative! GreenBizz Project Digital Safari Institute Give Your Customers … Give them time Give them information Give them attention Speak Be to their needs, not yours patient! GreenBizz Project Digital Safari Institute Go For It! Marketing Basics = Web Basics Tag Line Value Proposition Sustainable Market Advantage Elevator Speech Site Map Cool Headings Products/Services About Us GreenBizz Project Digital Safari Institute