creative ely: inside every creative there's a hidden marketing guerilla
DESCRIPTION
Creative Ely, 7th May 2013 The Cutter, Ely, Cambridgeshire UK Our event for May 2013 was an interactive and practical session run by Jonathan Wainwright to help creative folk market themselves more effectively and run a more profitable business. This is a copy of the presentation he delivered. For more info on Creative Ely, and how you can get involved, please follow these links: http://www.meetup.com/Creative-Ely/ https://www.facebook.com/CreativeEly http://www.twitter.com/CreativeEily http://www.creativeely.co.uk/TRANSCRIPT
Inside every creative there’s a hidden
marketing guerilla
Inside every creative there’s a hidden
marketing guerilla
How does this photograph make you feel?
Our survey Major trends
A straw poll of 30
Ely Creative
members
Using the telephone to KIT with customers 46.7% never, 40% occasionally
Are you clear about sectors you wish to gain work from?
35.7% no and happy to do any work
Are potential customers clear about what you offer?
24% yes, word of mouth. 40% no, don’t do enough marketing
Social Media32% use it to tell about work, 36% stop/start and find it time consuming
Familiarity with business ‘Numbers’
54.2% can’t measure marketing impact, 25% only think about it when they need work
”Lead generation, turning interest in a transaction” “Reaching the potential clients whose expectations match my capabilities”
“Having the right strategy, then having time to execute.”“..‘tough financial climate”, ..some people never look beyond the bottom line,
what’s it going to cost?”
“Explaining and getting clients to understand the benefits of our service”
Tonight I’m going to guide you through a 5-point Action Plan to.................
Understand your customers Psyche
Identify your ideal customer
Make your business stand out
Use the power of social media
Measure marketing value
Customers’ psyche
Understand this and generate more work and more customers
When you get into
your customer’s
psyche, you will
gain powerful
knowledge to
market what you do
What are their customer needs?
What do they expect from suppliers?
a) Hygiene factors
b) Service excellence
How can I improve my offering?
Create a strategy to check all this out?
Ideal customer Only target your best opportunity. It saves time and money
It is only worth
pursuing prospects
that fit your profile
of the ideal
customer
Who are they?
Where are they?
What services do they provide?
How can I best meet that need?
Is their business growing/declining?
Who are the top ten Companies on my prospect list?
Stand out Making your service better than your closest competitor
In a sea of ‘White
Noise’ make sure
that you are seen
and heard
What is the market need?
How is it changing?
Who is your closest competitor?
a) How is their service great
b) What are their key strengths
c) What are their key weaknesses
Who are the top ten Companies on my prospect list?
Social Media Must be focussed, manageable, timely and effective
Social Media is
about building a
two-way dialogue.
It’s not about ‘Offers’
and ‘Selling’
What interests my prospects?
Why should they listen to me?
How can I develop a dialogue?
How can I build followers?
Which Social media is best for me?
Create an A4 strategy/action plan to KIS (keep it simple)
Marketing value
Measure what you do. What works, what doesn’t
These basic
numbers are the
heart of any
business
Projected number of leads 6 6
x conversion rate 50% 65%
equals number of new customers 3 4
x average spend £750 £1,000
equals revenue £2,250 £4,000
x margin 60% 70%
equals profit £1,350 £2,800Create a marketing actions/metrics list. If I can’t measure it, change it!
If you would like a FREE copy of my Amazon e-
book, go to:http://bit.ly/QgWKdo
If you would like a FREE copy of my Amazon e-
book, go to:http://bit.ly/QgWKdo