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Marketing Tips without selling your first born…

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?.

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Marketing Tips without selling your first born…

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  1. Marketing Tips without selling your first born…

  2. 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

  3. 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

  4. Time versus cost Money hungry Time hungry Social media Blogging Networking Face to face techniques • Exhibitions • Advertising • Sponsorship • Direct mail • Websites

  5. 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

  6. 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

  7. Media Hooks • There are 5 media hooks guaranteed to get coverage in any national newspaper or broadcast media…

  8. 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

  9. Blogs Piggy backing Story pitching Competitions Reviews Stunts Social media Building relationships with journalists Overview of ways to get coverage • News • Features • Letters page • Profile articles • Opinion article • Press events • Exhibitions and trade shows • Statistics and surveys

  10. 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’

  11. Industry specific • Part of a wider issue in your industry • Press releases • Use relevant quotes, statistics and pictures

  12. Oxley’s Health Spa, Ambleside

  13. Opinion articles • Coverage without news • Controversial comment is always welcome • Pick ‘hot topics’

  14. 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

  15. Features

  16. Stunt examples…

  17. Face to face techniques • Networking clubs • Speaking engagements • Visiting trade shows • Attending conferences • Share trade stand space • Referral networks • Buzz marketing • Mentoring schemes • Volunteering

  18. 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

  19. Case studyDarren Harris - Therapist

  20. 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

  21. Cool tools • Squarespace.com • VCita web contact tools • Crazyegg.com • Portent.com (content generator) • IFTTT.com • Deathtotheistockphoto.com • Morguefiles.com • Flickr – creative commons license • Speakpipe • Flipsnack • (snack widgets) • Moo.com • Surveymonkey.com

  22. Download slideswww.brightsparkmarketing.com/downloads

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