it's time for some "old school marketing"

IT’S TIME TO TALK OLD SCHOOL MARKETING

With Bree James and Andrew Griffiths

WELCOME! We understand that you are taking time out of your business and we seriously want to give you value.

NOT JUST ANOTHER BORING WORKSHOP

We are aiming to give you so many ideas you might just burst..

WHAT HAVE WE GOT IN STORE FOR YOU?

We’re going to convince you that “OLD SCHOOL MARKETING”

is far from dead…

Are you up for a CHALLENGE?

We’re going to give you 101 “Old School Marketing Ideas”.

(And don’t worry, we will give you a copy of this presentation using NEW SCHOOL technology).

We might have to go fast….then go slow…then fast again…..you get the drift.

And there might be some PIE.

And maybe a laugh or two along the way..

WHAT TODAY IS NOT… A beat up of social media, digital or any other

new fandangled stuff. More of that in a minute.

SO WHO ARE THESE CRAZY PEOPLE IN FRONT OF YOU?

BREE JAMES

★ The classic “SERIAL” entrepreneur ★ Founder of Grand Publishing ★ An acclaimed presenter (national and international) ★ Author to be ★ Corporate advisor ★ And passionate advocate for Small Business owners everywhere

★ Small Business owner for 30 years ★ Author of 12 bestselling books sold in 65 countries ★ Presents around the world on doing business better ★ Writes for organisations including Inc, CBS, Huff Post ★ Been interviewed over 500 times for various media ★ And passionate advocate for Small Business owners everywhere

ANDREW GRIFFITHS

www.smallville.com.au

SO I PICKED UP THE PHONE…

AND WE HAD A LONG DISCUSSION…

AND REALISED THAT THINGS WERE OUT OF WHACK.

SO WE REACHED OUT FURTHER AFIELD…

AND FOUND THAT THIS WAS A BIG AND COMMON PROBLEM

“OMG WE’VE STOPPED DOING SO MUCH OF THE MARKETING THAT USED TO REALLY WORK”

WE ARE HEARING THAT TIME AND TIME AGAIN.

WE’VE BECOME OBSESSED WITH NEW…

Social media, digital marketing, online etc.

SO IS DIGITAL EVIL? Just a little…

❖ MARKETING HAS BECOME LAZY ❖ IT’S BECOME CONFUSING AND FRAGMENTED ❖ WITH CONFLICTING ADVICE ❖ AND CONSTANT TECHNICAL ISSUES ❖ AND CHANGING PLATFORMS ❖ WITH THE DIGITAL LANDSCAPE BECOMING CLUTTERED ❖ CONSUMERS ARE CHANGING ALL THE TIME ❖ IT’S SEEN AS TIME SAVING BUT IS IT? ❖ AND CHEAP, BUT AGAIN IS IT REALLY? ❖ NOT THE ANSWER TO ALL OF OUR MARKETING NEEDS

WE AREN’T SAYING IT’S A MATTER OF EITHER OR…

WE NEED TO BE DOING BOTH

AND BECAUSE MOST BUSINESSES AREN’T, THAT’S A GREAT OPPORTUNITY FOR US.

NOW OLD SCHOOL MARKETING ISN’T THIS…

LET’S GET THIS OLD SCHOOL SHOW ON THE ROAD

YOU MIGHT REMEMBER SOME OF THESE MARKETING IDEAS, MAYBE

YOU USED TO DO THEM?

OR IF YOU ARE STILL DOING THEM, GIVE YOURSELF A PAT ON THE BACK.

1. IT’S BECOME A LOT HARDER TO STAND OUT

FROM THE CROWDOld School Marketing helps us to do that.

★ People haven’t stopped walking, driving or visiting businesses.

★ We have lots of potential touch points, not just Facebook! ★ When an EXCEL spreadsheet is more important than a

customer, you’re in trouble. ★ We’ve got to look the part in real life not just online.

Some old school ideas to make your business stand out from the crowd.

1. Make sure your business has a great visual brand. 2. Put your message on the company car (unless you drive like a lunatic). 3. Turn your invoice into a sales tool by promoting new products or services. 4. Sell yourself even when you’re not there by having clever recorded messages on all

phones. 5. Promote your business from the outside in with highly visual, quality signage.

101 OLD SCHOOL MARKETING IDEAS

Some old school ideas to make your business stand out from the crowd.

6. A good uniform impresses everyone - so invest in looking the part. 7. If you ship products, spend some money to make the packaging look awesome. 8. Never underestimate the importance of a business card as a promotional tool. 9. Does your business have a memorable name? If not, it might be time for a rebrand. Stand out

from the crowd. 10. Sounds simple, but put an “OPEN” neon sign in your window to let people know that you are

open.


2. OUR CUSTOMERS WANT ENGAGEMENT NOT

TRANSACTIONS.The big guys don’t get this.

★ People want to engage with other people. ★ Our customers want to be treated as individuals (they’ve

got choice and they are not afraid to use it). ★ There are lots of little things we can do to create

engagement. ★ The best way is to be sincerely appreciative of the

customers you have.

The customers you already have are the best - be nice to them.

11. Send out hand written “thank you” notes to your best customers simply because it’s a good thing to do.

12. Have special offers just for your regular customers (let them know about a sale before everyone else).

13. Start a club to encourage and reward your regular customers. 14. Ask your customers to refer their family and friends to help you grow your

business and they will.


The customers you already have are the best - be nice to them.

15. Have a ‘thank you’ party just for your best and most loyal customers. 16. Do random acts of “thank you” for your customers by giving them things simply to

say thank you. 17. Learn to look your customers in the eye and say “thank you, I really appreciate you

supporting my business”.


3. WORD OF MOUTH IS MORE IMPORTANT THAN EVER.

And our customers want to talk about us, but we need to give them a good reason.

★ There is no doubt that “word of mouse” is hugely important, but “word of mouth” is as strong today as it ever was.

★ We have to give them something to talk about. ★ Rethink some of the day to day stuff that goes on in your

business and look at these as opportunities.

How do you get people talking about your business?

18.Exceed your customers expectations however you can whenever you can. Do something EXTRAORDINARY.

19.Everyone loves a winner - enter a competition or award and be loud and proud when you win.

20.Provide some freebies to the local radio station to use as give aways. 21.Do little things really well. Customers are won or lost on little things. 22.Deal with customer complaints quickly and fairly.


4. AND WITH EVERYONE DOING DIGITAL, OLD SCHOOL GIVES US THE

OPPORTUNITY TO BE MORE CREATIVE.

And we can really have some fun with this.

★ We have to get out a lot more. ★ And be brave enough to have some fun when it

comes to marketing. ★ And look for opportunities everywhere (probably

not from within your own industry).

Time to think a little more out of the box. 23. Get behind a wacky promotion that is just plain fun and a little crazy. People like

having fun! 24. Sponsor the first 50 coffee’s sold in your local cafe as a good will act. 25. Shave your head or grow a beard - do something for a good cause. People notice. 26. Sponsor a kids sporting team - and get involved in it - be their number 1 cheer

squad. 27. Offer prizes in competitions - give away some stuff to support good causes.


Time to think a little more out of the box.

28. Get your business in the Guinness Book of Records. 29. Sponsor a community event that is targeted directly at your market. 30. Start a ‘marketing ideas box’ 31. Take your message on the road with a mobile billboard. 32. Use a blackboard outside your business to get attention.


5. GET YOUR TEAM INVOLVED IN YOUR OLD SCHOOL

MARKETING.

Some of the best ideas will come from them if you are prepared to ask.

★ Great marketing ideas often come from much closer to home than we realise.

★ We need to be ask our team for their ideas, reward them for coming up with a great idea and be prepared to give their ideas a go.

★ Make marketing a part of your everyday conversations with your team.

Get your team on board with marketing - it’s part of their job whether they realise it or not.

33.You are the business barometer - so how you act and how you treat your customers is exactly how your staff will treat them. Ponder this.

34.Stop asking ‘can I help you?’ when people come into your business. 35.Put your staff (and yourself) through a sales training course. 36.Get your staff to come up with one great marketing idea every week. If you implement

it and it works, they get a big bonus.


Get your team on board with marketing - it’s part of their job whether they realise it or not.

37.Reward your staff for doing really cool things that get noticed by your customers. 38.Get a really good customer to come in and talk to your staff.


6. DON’T MAKE IT HARD FOR PEOPLE TO GIVE YOU MONEY

So many businesses do!

★ Surprisingly hard to give some businesses your money.

★ Don’t be one of those businesses! ★ Learn from the businesses that get it terribly wrong. ★ Be creative with how you can get paid and what you

are selling.

Make it really easy for people to buy from you.

39. Pick up the cost of the call - get your business a freecall number. 40. The perfect gift for the indecisive customer - gift vouchers (and this isn’t just for retailers). 41. Don’t make it hard for people to give you money - accept all credit cards, gold doubloons,

small unmarked bills, diamonds etc. 42. Make life easy for parents—cater for their kids so they can buy in peace. 43. Don’t have dumb policies, procedures or rules that frustrate your customers and really

make no sense.


7. AND WE NEED TO HAVE REALLY CLEVER, HIGH QUALITY

PROMOTIONAL MATERIAL. Because many businesses don’t.

★ Print is kind of unique these days. ★ It’s easy to just send an email. People have become

lazy. ★ Welcome to the world of THUD. ★ Humans are still tactile. ★ And when few people seem to invest in print, you

have a great opportunity - but - have fun with it.

Do you have smart, hard-hitting promotional material?

44. Use really, really good images in your promotional material. 45. Have fun with your promotional material - don’t be boring! 46. Write your promotional material from the heart not the head. 47. Print promotional material - most people are too tight! 48. Tell more stories about you, your business, your customers, your staff - everyone.


Do you have smart, hard-hitting promotional material?

49. Make up an information booklet to give to customers answering questions, solving problems, providing “how to advice” and so on.

50. Build credibility with testimonials from happy customers 51. Always have your promotional material with you and always be ready to hand it out. 52. Start your own newsletter - and print it! 53. The power of the “door hanger”.


8. WE NEED TO PLAY NICELY WITH OTHERS

Time to find some partners.

★Partnerships are the new BLACK. ★Don’t be an island when it comes to Small

Business. ★ You probably have more partnership

opportunities than you realise, right under your nose.

Marketing with others. 54. Partner with other complimentary businesses and promote each other to your

individual customer bases. 55. Find a business that issues tickets and if their market is your market, see if you can

advertise on the back of their tickets. 56. Do a joint event with a business partner where you invite your customers and they

invite theirs, use it as a way to get access to new customers in a credible way.


Marketing with others. 57. Run educational sessions where you teach a partner businesses staff about what

you do and then they come into your business and do the same. 58. Do you have a product or service that would compliment another business - and

can you offer a free sample to their customers? 59. Find two like minded business owners and set up a weekly marketing meeting to

share ideas, come up with campaigns and generally work together.


9. OLD SCHOOL IS A GREAT WAY TO SHOW THAT WE ARE

CREDIBLE. Credibility leads to trust and trust leads to sales.

★ Corporate Karma - we all need to be aware of it. ★ People want to buy from “GOOD” businesses. ★ It’s our job to tell them what we do, not let them

work it out. ★ Stand behind our products and services, our

business, our industry and our community.

Does your business have credibility? 60. Offer a 100 per cent money back guarantee on your products and services. 61. Stand for something in your community and support those organisations that are

trying to make your community better. 62. Put your hand up to sit on a board, or help with the organisation of a community

based initiative.


Does your business have credibility?

63. Join the right associations - and participate. You will get out of these organisations what you put into them.

64. Scan the magazines and newspapers for goodwill opportunities and be prepared to help those in need.

65. Write a book.


10. WE NEED TO GO OUT AND CHASE BUSINESS.

Because it won’t come to us.

★ One of the greatest attributes of a successful business owner is that they are seriously “PROACTIVE”.

★ Once again, do what others won’t or can’t. ★ Get the shoes on and burn some leather.

Are you willing to go out and chase business? 66. Letterbox drops can work if the offer is good and geography is good. 67. Don’t assume your neighbouring businesses know what you do - make the time to tell

them. 68. Set up a stall at the local markets. 69. Learn how to network - not just hide in the corner eating a sausage roll. 70. Always follow up on a quote (most businesses don’t). 71. Always make a follow-up call after the sale.


Are you willing to go out and chase business?

72. Direct mail works if you do it well. 73. Don’t underestimate the value of trade shows and expos. Get creative, have fun. 74. Do a combined mail-out with other businesses. 75. Run free training seminars (on anything). 76. If you go to people’s homes to do business, drop a flyer in the letterboxes of five houses

on either side of the house you are visiting.


11. WE NEED TO THINK LIKE A CUSTOMER, ALL THE TIME.

And think less like a business owner.

★ Do you think like a customer or a Small Business owner?

★ Most of us switch off when we aren’t in our own business, that’s time we need to switch on and learn.

★ Once again, so many little things that we can do to have a big impact.

Do you think like a customer?

77. Use your waiting room or reception area to sell your services - regardless of what you do.

78. Always have a top quality window display to attract interest - and don’t just think this is for retail businesses.

79. Ask your customers how they heard about your business - and do more of whatever they tell you.

80. Offering free delivery may give you the competitive edge.


Do you think like a customer?

81. Make sure your business is always clean and inviting. 82. The power of free samples - give some stuff away. 83. Offer a second opinion for free. 84. Resist the urge to discount - go for value adding where you can. 85. Using a ‘gift with purchase’ to sweeten the deal.


12. AND PERHAPS SPEND TIME LOOKING AT THE COOL STUFF THAT

OTHER BUSINESSES DO WHEN IT COMES TO OLD SCHOOL.

Time to take the blinkers off.

★ These are the last ones that really combine everything we’ve been speaking about.

★ And they take us up to TIP#100. Woooohooooo.

A few nice ideas that somehow seem to have been forgotten along the way.

86. An easy way for customers to keep your number handy - the good old fridge magnet. 87. The power of the local convenience store - put a flyer up. 88. Have a regular business card draw - but don’t be boring. 89. Offer to speak at seminar, TAFE, event.


A few nice ideas that somehow seem to have been forgotten along the way.

90. Send your customers birthday cards (yes, real cardboard ones). 91. Come up with a really cool bumper sticker. 92. Offer a free consultation as a “try before you buy” scenario. 93. Come up with a clever t-shirt to promote your business.


A few nice ideas that somehow seem to have been forgotten along the way (CONT).

94. Celebrate business milestones (and get the best mileage that you can out of them). 95. Rebrand your business periodically. 96. Buy something from your competitors to see what they do better than you and what

you do better than them. 97. Have a friend do a mystery shop on your business.


A few nice ideas that somehow seem to have been forgotten along the way (CONT).

98. Buy from businesses that are close to yours - and they will buy from you. 99. Don’t be afraid to contact the local media with a good news story. 100.If you’ve got some spare space in your office, warehouse, factory or shop why not let a

‘not for profit’ use the space?


But we promised 101 tips…

13. WE NEED TO STOP MARKETING WITH A ‘SPRAY

AND PRAY’ APPROACH. Because that’s just a waste of money.

TIME FOR A LITTLE PIE.

TOO MANY BUSINESSES DON’T REALLY TAKE A

STRATEGIC APPROACH TO THEIR MARKETING ACTIVITY

★ WASTED MONEY ★ POOR RESULTS ★ FRUSTRATION ★ TOUGH TIMES ★ BUSINESS FAILURE

DINKS 50 PLUSFAMILIES B2BUNDER 21

THE MARKETING PIE

Andy Griffiths

UNDER 21 20%

DINKS 10%

FAMILIES 40%

50 PLUS 30%

• Word of mouth, probably through social media is your best option.

• Listening to the most popular radio station.

• Not reading print.

• Instagram is big. • And Snapchat. • Lack loyalty.

• Reading “Niche” publications.

• Still listening to the most popular station.

• Watching TV. • On Social Media

(more FB). • Big on word of

mouth with other DINKS.

• Saving for big things.

• More impulsive. • Loyal.


• Listening to family radio.

• TV - ABC for kids. • On Social Media

(more FB). • Bigger on word

of mouth. • Spending on big

things. • Less impulsive. • Hard to market

to. • Loyal

• Reading the newspaper, magazines etc

• Lots of TV. • Social Media • Older radio

stations ABC • Like loyalty

programmes and discount vouchers

• More disposable income.

• Most loyal of all • Like routine

• Face to face personal

• Targeted approach needed.


• Traditional media on a case by case basis

• Social media works

• It’s all about credibility

THE ANDY GRIFFITHS DINER

NOT ALL MARKETS ARE THE SAME


UNDER 21 20%

DINKS 10%

FAMILIES 40%

50 PLUS 30%

• It’s cool • Popular • Can be talked

about • Love newism • Fickle

• Status is important

• Healthy and vital • Looking for

experiences • Getting ready for

a change of life so some urgency

• Want to be better parents

• Health and wellbeing

• Value • Activities • Sense of

community • Want to be

valued • Want to trust

who they are buying from

• Build rapport

• Want to be respected

• Getting ready for retirement

• Higher income earning period

• Well read and researched so they will do their homework

• Face to face personal

• Targeted approach needed.

• Traditional media on a case by case basis

• Social media works

• It’s all about credibility


THINGS TO CONSIDER WHEN MARKETING TO THESE MARKETS


UNDER 21 20%

DINKS 10%

FAMILIES 40%

50 PLUS 30%


MARKETING BUDGET $10,000 PA

10% 0%20%

$4,000 $0$3,000

10% 0%10%

$5,000 $0$3,000

IS YOUR MARKETING SPEND RIGHT?

40%

$2,000

50%

$1,000

30%

$1,000

30%

$1,000


THINGS TO PONDER

★ Think long and hard about how your marketing budget is allocated now.

★ Are you spending your budget in the right places for your market segments?

★ If you want to grow your market how will you adjust your budget?

★ Be dynamic with your budget - think ahead. ★ The more you consider this and make strategic decisions the

more likely you are to succeed with your marketing.

TIP#101 When you know the markets or niches you want to reach, you have

to target your marketing accordingly. For example, if you want more of the Family Market - it’s only

obvious and logical that you would want to partner with PakMag. Surprising how few businesses market this way.


PHEW. WE DID IT.

LET’S RECAP A FEW KEY POINTS…

1. Old School Marketing is an opportunity - it’s far from over. 2. We are not saying ignore social media, digital etc - it’s important. 3. Look away from your computer screen for ideas. 4. Be brave - be bold - and have fun with your marketing. 5. Many of these ideas are very low cost, they just take time and

energy. 6. Take these 101 ideas and implement as many of them as you can. 7. Do your own “Marketing Pie” to see if you are on track. 8. Commit to doing some “Old School” Marketing every day.

THANK YOU!

WE HOPE THAT’S GIVEN YOU A LOT OF FOOD FOR THOUGHT.

DON’T FORGET WE WILL EMAIL YOU THE 101 IDEAS…

WANT TO KNOW MORE ABOUT BUILDING THE FAMILY

MARKET?

IT’S TIME TO TALK OLD SCHOOL MARKETING

With Bree James and Andrew Griffiths

www.pakmag.com.au www.breejames.com

www.andrewgriffiths.com