before the horse The 7 steps to successful marketing for small - - PowerPoint PPT Presentation

Don’t put the cart before the horse

The 7 steps to successful marketing for small businesses

We’re all marketers

• How we present ourselves
• Logo and corporate identity
• Business cards
• Premises and signage
• Product packaging
• Website

We’re all marketers

• Promotional activity designed specifically to generate income
• Advertising
• Sales literature and brochures
• Events
• Email campaigns
• SEO
• Telesales
• Direct mail and door-to-door

Quick and easy to do it badly

• Lack of expertise
• Lack of time
• Doing it on the cheap
• Without getting to know our audience
• Who they are
• What they want from us
• How to appeal, engage and motivate them
• Without understanding our competitors
• So we can make identify how to encourage our audience to choose us instead?

But it’s not hard to get it right

• Do it well and you make money
• Do it badly and you just spend it
• Apply 7 simple steps of effective marketing

• 1. Specific marketing objectives
• Aligned to your current business objectives
• Marketing helps you achieve them
• Strategy before tactics
• Two simple strategic models
• AIDA Model
• Ansoff Matrix

Targeting different stages of the customer journey

Awareness

• Brand recognition
• Who you are
• What you do
• Becoming synonymous with that in the mind of your audience
• Maintain high profile with your audience
• Coca Cola spent nearly £4bn US dollars on global advertising last year
• Carlsberg spent 90 million Euros alone of their European ATL Marketing

Budget sponsoring Euro 2016

• Cognitive stage

Interest

• Audience engagement
• The problem you solve
• Your offer
• The features and benefits
• Affective or emotional stage

Desire

• Audience motivation
• Why you?
• Competitive edge
• USPs
• What makes you different?
• Why now?
• Time of day
• Time of life
• Trial v Adoption
• Special offer
• Price discount
• Multi-purchase discount
• Urgency
• Limited time only
• Limited stock
• Move customer from ‘liking it’ to ‘wanting it’
• Another affective or emotional stage

Action

• What are your goals? What do you want people to do?
• Contact you to find out more
• Visit website
• Sign up
• Join us at an event
• Give us your contact details
• Arrange an appointment
• Buy now!
• Behavioural stage

Illustration

• How the customer buying journey affects your marketing plan

Javerwocky in Stamford

• Everyone aware of coffee
• Everyone aware of high street competitors
• High interest category
• Low-risk, easy access product
• Urgent but not important
• No need to sell the product
• Need to sell Javerwocky

Javerwocky in Stamford

• Objectives
• Challenge the trust and confidence in higher profile brands on the High Street
• All with massive marketing budgets and established brand profiles
• Strengths – local business run by genuine coffee enthusiast
• Strategy
• PR
• Word of mouth
• Competitive edge over national high street chains

Javerwocky in Stamford

• Tactics
• Invite Stamford Mercury restaurant critic for lunch once a month
• Local newstory PR
• Encourage trial through discount days
• Meal deals
• Coffee blogspot on nerd websites
• Facebook group
• Coffee connoisseur roast of the month
• Proper barista style service

Cornerstone Insurance

• Many small businesses unaware of their insurance needs
• Unaware where to get advice and products
• Low interest category
• Unaware of competition
• High-risk product
• High cost
• Important but not urgent
• Need to sell the product more than Cornerstone as preferred supplier

Cornerstone Insurance

• Objective
• Raise awareness among small businesses
• Challenge inertia – act now!
• Strategy
• Partnership with Federation Of Small Businesses
• Companies House database
• Online noise
• Event management

Cornerstone Insurance

• Tactics
• Email campaigns to FSB membership
• Product and sales literature
• Website and SEO management
• Event calendar
• Linked In small business groups
• Wider small business online networking
• Becoming an online spokesperson on small business insurance

Ansoff Matrix

Javerwocky in Stamford

• Poaching customers from Costa, Nero and Blacks on Stamford High

Street – greater market share = Market Penetration

• New shop in Peterborough = Market Development
• Cakes, sandwiches, coffee beans to takeaway, coffee pots and

utensils, etc. = Product Development

• If you decided to sell Jam in Stroud = Diversification!

Cornerstone Insurance

• Lots of time in financial services is spent on customer acquisition and

renewal = Market Penetration

• Maximising the lifetime value of customers and getting your money

back on customer acquisition costs through cross-sales of other insurance products = Product Development You can see how these contrasting marketing objectives would be met by very different marketing plans

• 2. Identify and segment audience
• Who’s out there
• Where are they
• What do they want
• Research
• Analyse trends and buying behaviour
• SWOT analysis
• Where are the rewards for your strengths

• 3. Get to know your audience
• How to reach, appeal, engage and motivate them
• Focus groups or interviews
• Customer focus not product focus
• It’s about them not you

• 4. Establish your USP
• Unique selling proposition
• Cornerstone of your brand positioning and personality
• Point of difference over competition or alternatives
• Why pick you? Why you’re better at this than anyone else
• Make it relevant to your target audience
• Make sure it will appeal, engage and motivate them

• 4. Establish your USP
• Aldi = price over quality
• M&S, Waitrose = quality over price
• Tesco, Sainsbury’s = convenience, access, competitive
• Javerwocky = independence, expertise
• Cornerstone = accessibility, providence, trust, confidence

• 5. Establish your budget
• Good marketing is an investment not a cost
• Good budgeting is the discipline that enables you to
• Target your spend
• Prioritise activity
• Seek economies
• Keep a lid on your spending
• Evaluate the ROI of your marketing investment

• 6. Identify media channels
• What reaches your audience
• What is representative of your offer and brand
• Don’t try and sell knitting patterns on Snapchat
• Javerwocky again
• 3 different audiences
• The kids on Saturday
• Local business during the week
• Retired on market day
• You’d reach the latter in Thursday’s Stamford Mercury
• You’d reach the kids on local online chatrooms
• You reach local businesses through online business forums, discussion groups and networking

groups just like this

• Most cost effective outcome
• Maximum ROI

• 7. Creative execution
• “Don’t draw your crossbow before you know where, who or what you

are attacking” Mark Ritson, Marketing Week editor

• Don’t put the cart before the horse
• Too many people are tempted to dive straight in here
• Like getting in the car and starting to drive before you know where

you’re headed

Design

• Define your “elevator pitch”
• Javerwocky – the most independent, authentic and expertly prepared coffee

in Stamford

• Defines your brand personality
• Javerwocky – playful, individual, independent, alternative
• Cornerstone – gravitas, sincerity, expertise
• Brand identity and logo to deliver that in a way that will impact,

appeal and engage your target audience

• Be consistent!
• The key to successful advertising is repetition repetition repetition!

YUCK!

Copywriting

• Speak your customers’ language
• "If I am selling to you, I speak your language. If I am buying, dann müssen Sie

Deutsch sprechen [then you must speak German]“, former West German Chancellor Willy Brandt

• Demystify complex products – clarity, simplicity
• Assume new customers know nothing
• Tone of voice
• Contrast the man from the now famous Ronseal “Does exactly what it says on

the tin – BOSH!” ad with the girl from the My Little Pony ad – different execution for different products that appeal to different audiences

Copywriting

• Solve problems
• “Consider the world from your customers’ point of view: How does what you

sell improve their lives? Shoulder their burdens? Ease their pain?” Charles Saatchi

• Your value is not in what you do – your value is in what you do for others. So,

don't just talk about your product's features; talk about the benefits they provide for your audience

• Customer focus over product focus
• Benefits over features

10 most powerful words in marketing

• Free
• Exclusive
• Easy
• Limited
• Get
• Guaranteed
• You
• Because
• Best
• Compare

Be consistent!

• Copy is your brand voice!
• Generate a few key positioning statements to feature in your

communications

• Strapline
• Half a dozen key sales messages
• Feature in all communications
• The key to successful advertising is repetition repetition repetition!

Clear call to action!

• If objective is to raise awareness and encourage trial, it’s pointless if

you don’t tell audience what to do next if they want to find out more

• r where to buy it if they already want to.
• It’s available exclusively from this website or something.

Thanks!