1 / 30

Marketing on a Shoestring: Guerilla Marketing, PR & Social Media

Marketing on a Shoestring: Guerilla Marketing, PR & Social Media. April 2, 2009. Definition of marketing. Everything you do to promote your business on a regular basis in order to create a desire for your product or service. Three secrets of marketing. Know your message Know your audience

suki
Download Presentation

Marketing on a Shoestring: Guerilla Marketing, PR & Social Media

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Marketing on a Shoestring: Guerilla Marketing, PR & Social Media April 2, 2009

  2. Definition of marketing • Everything you do to promote your business on a regular basis in order to create a desire for your product or service.

  3. Three secrets of marketing • Know your message • Know your audience • Know how to reach your audience with your message

  4. Six Strategic Questions • What is the goal? • Who is the target? • What do they think? • What do you need them to think? • What is most motivational to your customers? • Why should they believe?

  5. Know your message • People make decisions emotionally, justify with logic • Awareness is good – motivation is better • Motivate people to agree with you, reinforce beliefs and behavior – and cause action • See through your audience’s eyes • Make it meaningful, believable and unique

  6. Cut through the clutter • Create emotional response • Keep it fresh and different • Use simple, direct wording • Use common language • One message, one thought per communication • Enthusiasm counts • Ask for the order – close the deal

  7. Know your prospective customers • Define your target audience • By demographics: age, gender, occupation, income level, marital status, education, interests, hobbies • By familiarity • By current attitude

  8. Know your current customers • Talk to them! • Use questionnaires • Use a market research firm • Use focus groups • Coffee and cookies after hours • Find out what the hot button is for your customers

  9. Reach your audience • Determine current market position • Who are your customers? • Where do they come from? • How do they find out about you? • What do they think of your product? • What do you want them to think?

  10. Now apply it … on the cheap • Guerilla marketing • Public relations • Social media

  11. Definition of Guerrilla Marketing • Recognize and use everyday marketing opportunities to create a desire for your product or service. • Get creative!

  12. Guerrilla Tactics • Stamped envelopes - lick stamps for mailing rather than using postage meter • Give samples of product/service – pretzels in the mall, vacuum demo • Offer gifts for responses • Telephone – quick, personal and cheap

  13. Guerrilla Tactics • Membership club – greeting card clubs, coffee clubs, etc • Signs on public bulletin boards – in grocery stores, business offices, daycares • One good graphic -- for letterhead, business card, ads, etc. • Personal letters

  14. Guerrilla Tactics • Classified ads – inexpensive marketing to a large audience • Flyers – use as signs, mailers, brochures • Canvass prospective buyers – contact them, do your presentation, close the sale • Solve a problem – show how what you offer solves customers’ problems

  15. Guerrilla Tactics • Customer service! • Follow up – call customers to see if they are satisfied • Customer recourse – have a plan for turning unhappy customers into happy ones • Phone manners – Be cordial, helpful, polite, sunny • Enthusiasm – Get it and give it away, it’s contagious • Get warm – Smile, be positive, use customer’s names

  16. Guerrilla Tactics • Newsletters/Facebook groups – make it personal and about the audience

  17. The power of PR • PR is a bank account of goodwill and positive perceptions for your business. • It pays off long-term • It’s a guerilla tactic all its own

  18. PR is… • Relationships with local media • A column or LTE in the local paper • Blogging • Facebook groups! • Steep Me a Cup of Tea • Team sponsorships • Public speaking gigs

  19. Know your local media • Read your local paper and family publications • Watch local news broadcasts • Listen to local radio to learn more about the style and interests of local journalists. • Get to know the reporters and editors and which topics they cover.

  20. Media relations • Be the source for your specialty • The media wants information, help them get it • Relationships with writers, editors • Speaking engagements with partner organizations • Sponsoring the team

  21. Social media is… • Not scary! • An old fashioned conversation in a new-fangled location: online.

  22. Listen and learn! • People are sharing what they love • And what they hate • Talk to them and learn from them

  23. Social media • Vehicles like Facebook bring people with a passion for something together. • Mr. Delicious • 345 people in the know • Steep Me a Cup of Tea • 71 people connected over tea

  24. Social marketing • Don’t panic, you know how to do this • Think real-life analogies • Community • A group that shares common characteristics or interests • Neighborhood/neighborly • You can borrow a cup of sugar from your neighbor or ask her to bring in your mail. • A potluck with a purpose • Getting to know people. Networking!

  25. Social marketing dos • Make it relevant and actionable • Introduce intriguing topics that drive action and sharing • Make it fun • Make it real • Make it friendly • BE FLEXIBLE

  26. Social marketing don’ts • Don’t be the sales guy in the room • Be cool -- don’t push your product • Don’t crash the wrong party • Know the neighborhood and its power • Don’t separate business and personal • Don’t wait for approval • Don’t be so uptight • Don’t try to do everything. • Pick the best, get good, expand. • Facebook, Flickr & YouTube

  27. Marketing Bridge • Remember! It takes a while to re-educate people: • Unawareness • Awareness • Comprehension • Conviction • Action

  28. Your to do list • Find a friend, and explore Facebook (and ignore the other social media talk for now) • Create a profile • Join a group/become a fan to learn how that works • Travel North Dakota • Steep Me a Cup of Tea • ND Ambassadors • Help a reporter out with a story idea that will benefit you • Call Kim Schmidt at ND Tourism – 701.328.2532

  29. Resources • Books • Publish & Prosper: Blogging for your Business • How to Win Customers and Keep Them for Life • Guerilla Marketing • Wizard of Ad

  30. Discussion & Questions • Marketing on a Shoestring: Guerilla Marketing, PR & Social Media Marnie Piehl, Odney mpiehl@odney.com 701.222.8721

More Related