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BOOT STRAP MARKETING Finding Customers – Getting Sales. Chris Walker BA MA MCIM People Systems International & Venture Wales. Marketing & Sales. Background in Marketing and sales for multinationals – P & G, ExxonMobil, M & S and for SME’s in Wales Concentrate on SME’s
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BOOT STRAP MARKETINGFinding Customers – Getting Sales Chris Walker BA MA MCIM People Systems International & Venture Wales
Marketing & Sales • Background in Marketing and sales for multinationals – P & G, ExxonMobil, M & S and for SME’s in Wales • Concentrate on SME’s • Entrepreneurs have good and innovative ideas but don’t perform to forecast or fail to achieve sales • Success is more about planning, targeting and effort • Less on spending £thousands on marketing: more about focussed effort
Bootstrapping Bootstrapping or booting refers to a group of metaphors that share a common meaning: a self-sustaining process that proceeds without external help. Wikipaedia http://blog.bootstrappingwithoutboots.com/
Key Concept Front loading Start your marketing and sales effort at the beginning of the start-up process DON’T WAIT!
Scubacraft – case study • Local Company – global aspirations • Ambition • Benchmark - World Class • Problem: Limited finance for prototyping and getting to market • Solution: Boot-strap marketing
How to do Bootstrap Marketing • Defining the brand • What product/ service are you offering? • What’s the story – the narrative? • What are the brand values? • Where is the wow?
TARGETTING IS THE KEY • Have ambition • Be Bold – What’s the worst that can happen? • Who do you want to be your customers? • You need less marketing ‘stuff’ than you think • Find innovative ways of getting something for nothing (or as little as possible) • JFDI – Just do it!
So who are your target customers? • Clearly define your market segments and target customers – primary/ secondary • How will you get to your customers • Getting to talk to the MAN – • Define your goal – Get in the ‘zone’ - Meeting? Sale?
Your pen or mine? • Get sales commitments / get sales orders
Be Bold – help others to advertise and promote your product or service Nigel Harwood, CEO InterGlobe Established Products Private Limited, launches a range of luxury products in Delhi and features Scubacraft alongside Koenigsegg Cars and Sikorsky Helicopters.
