marketing on a budget, it's the thought that counts
DESCRIPTION
Liz Rowell's presentation on the art and science of marketing with a minimal budget - including how to find and ally yourself with brandmates - for NSW Department of Industry & Investment small business program. Liz is the Managing Director of Red Ark.TRANSCRIPT
Marketing on a budget
It’s the thought that counts
1. It’s good to be small
1. It’s good to be small
• You are your brand, so you can control how your brand appears
• Make everything that you do a positive representation of your brand:– Add value at every turn– Be positive and responsive– Be consistent – know what your brand stands for and deliver it (the
CEO of ANZ can’t control every aspect of his brand, you can)
2. Know what your brand stands for
2. Know what your brand stands for
• A brand wheel will help you work out the good (and bad) things about your brand and help you get to your BRAND ESSENCE
• Your BRAND ESSENCE should be summed up in 3 key words• Do yourself a brand wheel, then run it by clients, colleagues,
family – is it a true representation?• Don’t labour it too much • Emotional and rational
LogoRed
One stop shop
FlexibleKnowledgeable
Small
Stand out creative thinking
On time delivery
Cost-effective
Attention to detail
TerraceBrand knowledge
Eyes and ears
Competent
Informed
Hero
Small
Irreverent
SupportiveResponsive
Stress relief
Savvy
Protected
Connected
CreativePartner
NimbleEasy
Ideas
Kick butt
3. The internet is a wonderful thing
3. The internet is good
• The internet is a research tool and a listening device• You can find out a lot about potential clients, for example, by
having a good look at their site:– What can you infer about their culture and their values?– What are they most proud of– What’s their story about themselves– How willing are they to interact with the outside world? Do they make
it easy for people to carry on a conversation with them?
• Hot topics on twitter, digg.com, stumbleon.com etc– What are people saying about your client, a brand, issues?– Hot off the press 16/06/10
http://twitter.com/search?q=%23penrithdebate
From the Red Ark website you can learn a lot about our company and a bit about me, the CEO. So don’t write me an email like this
4. Find brandmates
4. Find brandmates
• Even the biggest companies can benefit from aligning themselves with like minded brands and making beautiful music together
• Look for alliance partners who:– Need to reach a similar target audience– Have similar values to you– Can offer products, services, ideas that complement each other– Have complementary touchpoints (for example one has a strong
online presence, one has a strong retail presence – how can you leverage the real and virtual worlds?)
5. Do a little bit of marketing every day
5. Do it every day• Send a link to a client or prospect to an interesting story that they
may not have come across (that’s relevant to their business or industry)
• Subscribe to e-newsletters that your clients might subscribe to – so you’re always up on the latest industry goss
• Add a blog to your website – WRITE ABOUT WHAT YOU CARE ABOUT. It’s good for search optimisation too.
• Watch what your competitors are doing and do something different• Make a little gesture to show you appreciate their business• Do some pro bono work for a charity (it’s just good karma)
7. Start today