punch above your weight foundation workshop
DESCRIPTION
Slide set that covers the basics of the Punch Above Your Weight approach to small business marketing. 1) Get your story right 2) Understand how social media work 3) Choose the right balance of online and offline activity for your business We'll tell you how to promote your business and generate more leads in 12 hours a weekTRANSCRIPT
Punch Above Your WeightPunch Above Your WeightHow to optimize your Marketingp y g
Dr Alan Rae – Managing PartnerDr Alan Rae Managing Partnerwww.howtodobusiness.com
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
MarketingMarketing
1 It’ b t ti t iti1. It’s about generating opportunities.2. You need a strong story that connects you to
your customers.3. You have limited time for sales and marketing g
– 12 hours on average for a small business.4 You need to use the internet to prospect for4. You need to use the internet to prospect for
you – to generate warm leads. If you’re clever you can get a 40% boost in leadsyou can get a 40% boost in leads.
5. We can help you achieve this
Copyright Dr Alan Rae2006
Copyright Dr Alan Rae2004-2009
Market Structure –which world are you in?which world are you in?
Markets end up with aMarkets end up with a Gorilla, 2 or 3 Chimps and lots of monkeys.
• Supply chain heads dictate the terms
The Gorilla’s WorldThe Monkey’s World
• Supply chain heads dictate the terms• E-procurement cuts costs • You have to dance to their tune• Progressively the hurdles get higher
• Collaboration is the name of the game• Being known for what you do is critical
Having a clear story• Progressively the hurdles get higher and the money gets less
• Firms go out of business• The industry consolidates
Having a clear storyBeing able to DeliverDoing what you sayGetting back quicklyThe industry consolidates Getting back quickly
• Gets the results you want
Copyright Dr Alan Rae 2010www.synergy-global.com
What’s your story?y y
• You need a narrative that connects you to the• You need a narrative that connects you to the customer and motivates them to work with you.
• It needs to be– CompellingCompelling– Relates you emotionally to the listener– Phrased in their language– Addresses their pain and spurs them into action
And is absolutely crystal clear and unambiguous• And is absolutely crystal clear and unambiguous about what you do and why.
• All our research shows that people give or refer• All our research shows that people give or refer business to people that they know what they do
Getting your story rightGetting your story right
One exercise that I findOne exercise that I find useful is to compare our needs and values with those of the clientThis can give us a framework in which we can develop compelling
tinarratives.This is all about values and how people think
Copyright Dr Alan Rae 2010www.synergy-global.com
Different MarketingStrategiesStrategies
Social media were invented by monkeys
S i l di li k• Social media are online networks• The same rules apply as in face to faceThe same rules apply as in face to face
networksReciprocity– Reciprocity
– Listen before you talk– Be polite– Be helpfulp– Be clear about what you do and what you want
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2009
Your online toolkit. You can create structures like thisstructures like this
to get noticed by influencers
Copyright Dr Alan Rae2006
Copyright Dr Alan Rae2004-2009
Criteria for spending much time online
A ti l l l l ?• Am a national or a local player?• Is my business scalable?y• Do I have a reason to go on line?• How much time do I need to spend• How much time do I need to spend
sales and marketing Wh i h b l b li• What is the balance between on line and offline?
• How much do I believe in chance and random connections?
Copyright Dr Alan Rae2006
random connections?
National and Global Businesses use social mediause social media
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
You’ve got 12 hoursYou ve got 12 hours• Find a home group to network with• Be crystal clear about what you do• Get back to people quicklyGet back to people quickly• Practice Givers Gain
If d t b ild li• If you need to build an online presence– You can write one blog article and keep a presence
d h lf i l t k kon one and a half social networks per week– Focus on Linked-in then Ecademy which combines on
line and offlineline and offline• Conventional face to face activity with a bit of PR
d d d d i h t l t ll dCopyright Dr Alan Rae
2006Copyright Dr Alan Rae
2004-2009
and adwords spend is what people actually do.
Taking it forwardTaking it forward
• We are looking for people to interview about their experiences with supply chain marketing,
• Next online marketing workshop. Arora Hotel Gatwick 7th May / 80 page workbook / BrainMap £77 inc Details here.
• For the full story on how to build a compelling web i d d h t l d d i ipresence using adwords as a research tool and driving
traffic through social media have a look at www punchaboveyourweight comwww.punchaboveyourweight.com.
• More information from Alan Rae on 0845 094 0407• More information from Alan Rae on 0845 094 0407 [email protected]