Marketing Tips without selling your first born…

Today’s format…

• Why is marketing expensive?

• Time vs Cost• Low cost approach

to advertising• Editorial

techniques

• Digital techniques• Face to face

techniques• GROOVY TOOLS

Why is marketing so expensive?

• Specialist tools cost a lot of money• High expectations• There’s no such thing as a five

minute job• There’s often a value put on

‘reach’ e.g advertising circulations/eyeballs/footfall

Time versus cost

Money hungry

• Exhibitions• Advertising• Sponsorship• Direct mail• Websites

Time hungry

• Social media• Blogging• Networking• Face to face

techniques

Low cost advertising

• Play the ‘deals game’

• Parish magazines• Inserts - publisher• Inserts -

newsagents

• Newsagents windows

• Supermarket notice boards

• Church and community noticeboards

• Targeted leaflet distribution

Know the press in your sector

• Every industry has its own trade press

• Read by everyone in that sector

• Influential and powerful

• Possible to get coverage without having hot news

Media Hooks

• There are 5 media hooks guaranteed to get coverage in any national newspaper or broadcast media…

How does that help you?

• Change– What has changed? If nothing – there’s no

story

• People– People make a story come alive – case

studies, testimonials etc.

• Conflict– Two schools of thought fighting – e.g.

energy debate, law suit stories, bucking the trend

Overview of ways to get coverage

• News• Features• Letters page• Profile articles• Opinion article• Press events• Exhibitions and

trade shows• Statistics and

surveys

• Blogs• Piggy backing• Story pitching• Competitions• Reviews• Stunts• Social media• Building

relationships with journalists

Press releases

• The first step for press relations• Reasons for sending a release…

• New order win• New product or service• Something has changed in your organisation

» Investment, new senior staff

• Partnership agreements• Financial results• Quirky human interest stories

» Charity involvement, the ‘British eccentric’

• Industry specific• Part of a wider issue

in your industry• Press releases• Use relevant quotes,

statistics and pictures

Oxley’s Health Spa, Ambleside

Opinion articles

• Coverage without news• Controversial comment

is always welcome• Pick ‘hot topics’

Profile Pieces

Great when you have no news

‘Pitch’ when you are in the middle of a positive trading period

Look for an unusual angle

Features

Stunt examples…

Face to face techniques

• Networking clubs• Speaking

engagements• Visiting trade

shows• Attending

conferences• Share trade stand

space

• Referral networks• Buzz marketing• Mentoring schemes• Volunteering

Digital techniques

• Facebook• Twitter• Linked-in• Pinterest• Google +• Instagram• Flickr• YouTube

• Blogging• Tumblr• MailChimp– Campaign Monitor– MadMimi– Constant Contact

• List building• PayPerClick• Social Media ads

CASE STUDYDARREN HARRIS - THERAPIST

Kendal based therapy business

• Website – using Squarespace.com

• Networking group – BNI

• Leaflet display in ‘targeted’ outlets

• Articles in Trail Magazine (expert Q&A)

• Head For The Hills event (free speech in return for free stand)

• Cards via moo.com• Formal referral

network• “Massage miles’• Skills exchange• Industry

involvement• Volunteer

‘Transplant Games’• Happy clients

Cool tools

• Squarespace.com• VCita web contact

tools• Crazyegg.com• Portent.com

(content generator)• IFTTT.com• Deathtotheistockph

oto.com• Morguefiles.com

• Flickr – creative commons license

• Speakpipe• Flipsnack• (snack widgets)• Moo.com• Surveymonkey.com

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