1. Cost effective marketing
Ann Goodwin, FCIM, DipM,
Chartered Marketer

2. What is marketing? Not simply another word for selling!
“The aim of marketing is to make selling superflous” Peter Drucker
B2B communications
Need to let clients know:
You exist
What you are offering to do for them
Who else you have done it for
What makes you different from or better than other solutions
Keep reminding them
CIM
Its about building big brands, massive advertising budgets

3. What is marketing?
“The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
Chartered Institute of Marketing definition
Opportunity to download information on their site

4. Develop your strategy Develop answers to 4 key strategic questions:
Where are you now?
Where do you want to be?
How might you get there?
How will you ensure arrival?
Why develop a marketing strategy?
Can you develop a strategy on your own?
You need to carry out an audit
Why?
Why conduct an audit? 
To confirm: Your target audience(s) and the benefits relevant to them How can we maximise the opportunities and negate the threats 
To seek: Clarification and avoid misunderstanding 
To provide relevant information to make informed decisions
Minimise waste
Optimise budget and ROI
Provide a benchmark for future
Provide clear objectives to be measured against

5. Know your market place
Check the health of your business from marketing perspective
Look for opportunities to maximise
Threats to minimise
Conduct a marketing audit
Understand your target audience and what is important to them
Don’t just assume
Consider the DMU
Decision making unit
Understand the purchasing criteria
Ask questions
Who, what where, when, how:
Why might clients find buying your services difficult
How do clients find out about your type of service?

6. Understand your business
Customers
What would be good questions to ask customers?
Competitors
What questions would you like to know about your competition?
Where did your business come from?
Conduct a SWOT, PEST
What business are you in?
Revlon
Xerox
Parker
7 Ps
Products, Price, People, Physical Evidence, Place, Processes, Promotion
Ask Family/Friends to help
Quality of service
Commercial awareness
Value for money
Level of service
Problem solving ability
Business track record
Expertise in a particular marketing discipline
Expertise in a specific market
Appropriate size for the project
Location
People chemistry
Decision making unit – who will influence decision?
Others??
CUSTOMERS
Why do they buy from you?
Ask them!
Do they have any referrals?
Would they provide testimonials?
What service or product would they like to buy
What does your business offer to potential customers?
What do your customers care about?
COMPETITORS
Who are they?
How do they attract customers?
What messages are they conveying?
Where and how?

7. Product or market focused?
Are you really customer focused?
Do you give the customer what they want and value
Not what you think they want
But I offer a service so I must be market focused?
Do you sell existing services to potential clients
Rather than think about developing those services to meet clients’ continually changing needs
In the last 6 months have you formally discussed with each of your clients their general marketing needs as opposed to project –specific needs?
Have you improved your offer in any way in the last 12 months in response to changing market or client needs (rather than your own process or profitability)
Do you have any specific plans to improve plans to improve your offer in any way in the next 12 months?

8. Specific Where do you want to be? Timely Measurable Achievable
Set SMART objectives
Specific
Measurable
Achievable
Relevant
Timely
Identify your planning gap
Define the overall business objectives for your company
Where do you want to be in 5 years time?
Challenging but realistic
Specifically worded
Time-defined
Measurable
Clearly understood by all interested parties
Frequently revised
Decide growth/maintenance strategy
Define your marketing objectives for next 12 months

9. The Planning Gap

10. Planning gap Say £100k How could this be achieved
10 orders of £10k
100 orders of £1k each
What do I need to achieve 10 orders?
Say proposals have 1 in 4 success ratio
On average for every 4 quotes I write 1 get one order
If I speak to 10 people I get 4 enquiries and opportunities to quote
To speak to 10 people I need to make spin dials = 8 hours activity
To get 10 orders I need to make 1000 spin dials = 80 hours
Is this feasible?
Do we know who to contact?
What can I do to improve my performance?
Market penetration
Product development
Market development
Diversification

11. STP Segmentation, Targeting & Positioning
What are the segments in your market?
Establish your positioning
What are you?
Who are your competitors?
Why will prospects want you?
Develop a sales proposition
The best proposition does do not shout
Heard and believed, but rarely noticed
Good sales propositions
Quietly and skilfully slipped into a conversation or a written document
USP – what you can offer that no-one else can
If not unique then make it meaningful!

12. Who wants you? Finding your target audience
Vertical markets
Who would want a niche product, a complementary range of services?
Horizontal markets
Which wide groups of users would want your product & service?
Clients, middlemen and decision-making
What will they be looking for?
Geographical limits
What is reasonable for you and your clients?
Demographic targeting
Consider business sectors, geography
Identify Company names, Job title and roles, Individual names
Psychographic targeting
Finding clients who you know need your services
To solve a problem they have
Vertical – a chip manufacturer working with a pc building company, web developer for NHS trusts – linking patients data
Horizontal – word processing software, web developer
Introducers, printers – graphics designers, photographers
Demographics – what business sectors are out there which would need your service
What problems can you solve?

13. Features and benefits Features tell, benefits sell: F.A.B
Different target groups : different messages
Relevant and meaningful
F.A.B
Features, Advantages, Benefits
SO WHAT!!!!!
Be passionate
About your clients and your service
Sales letters, brochures & credentials presentations often start with:
We have been established for ten years
We deliver HR policies on Maternity, Sickness, Welfare
We have an office in Nottingham
We employ 5 people
Stop the urine disease!
We, we, we, we, we
Talk about you, you, you

14. Benefits We have been established for ten years
so that you can be confident that we are an experienced, commercially viable company which knows what it is doing and will not fold in the middle of a project
We deliver HR policies on Maternity, Sickness, Welfare
so that you can benefit from our expertise in that area and save yourself time
We have an office in Nottingham
so that you can rely on us to be with you quickly should a problem occur
We employ 5 people –
so that you can relax, we are small enough to care, but large enough to ensure you have the necessary resources for your project
Customers only buy services to solve problems – the benefits you offer must directly address their needs.

15. Benefit or positive words
Win marketing (UK) Ltd, ,

16. What are the F.A.B factors of your business?

17. Plan your 7 Ps Use marketing mix to gain competitive advantage
Product (service)
What niche product or service can you deliver specific to that sector
Price
Introduce a low cost product or service that can be sold next to the premium
People
Who will sell, customer service support
Processes
Streamline, be more customer focused, cross selling
Place
Online, at client’s premises
Physical Evidence
Consistency, recognition
Promotion
Be consistent and persistent
Set targets and monitor performance

18. Promotion Tactics to get you noticed
Advertising PR
Direct marketing
Web marketing
Selling
Apply some professional PR and marketing skills
No approach will obtain business
It’s up to you to convert
Attract customers
Broadshot method
Bulls eye method
Be clear in your proposition
Consistent
Website
Social Media Marketing
Search Engine Optimisation
Online PR
Online directories
Online advertising
Online word of mouth
Permission based campaigns
Analyse website
Adjust based on findings, e.g., strengthen the call to action
Direct marketing
Telephone marketing
Direct mail
Traditional PR
Networking
Selling

19. Advertising 50% works Great for brand awareness
If you are lucky
Great for brand awareness
Generally not specific enough for small businesses
Pay per click
Cost effective tool

20. Media relations Cost effective promotional tool
Free publicity
Radio, Newspapers, trade magazines
Identify and research publications
Educate yourself about the media
Identify individuals and feature opportunities
Start an ideas book
Engage with friends and family
Look for ‘hooks” to create publicity
What best publicity stunts do you remember?
How could you adopt that for your business?
What publicity stunts
Regularly generate ideas – quick brainstorming
Borrow ideas from businesses in other industries
What sort of stories are published regularly
How could you adapt these stories to your business
Ask people outside your business for ideas
People you trust, networking groups, online forums
Helps to focus on ideas that people outside of your company would find interesting
Ring a journalist and ask
Talk to them, what stories are they looking for – it makes their lives easier

21. Attracting media coverage
Gauge the types of stories that are hot
Tie your business in with news, issue a statement on a situation
Send letters to editors about industry or local issues
Think of a way to present the story with a fresh angle
Natural PR opportunities
New product launch, Opening new premises, be different, introduce new or improved
Celebrate anniversaries, 10 years old, 1000th customer
Announce a new member of your team
Sponsor local sports team or art exhibition
Announce publicity you have had
Hold a competition
Present an award
Stage a special event, debate, or a demonstration
Most businesses generate natural opportunities for PR
Maximise the publicity value of these opportunities by thinking of an angle to make them more interesting
Gauge the types of stories that are hot
Tie your business in with Current events, breaking news,
Every journalists is looking for a different spin on the story of the day
Think of a way to present the story with a fresh angle
Consider human interest link
Associate it with your business or product
Natural PR opportunities
New product launch, Opening new premises
Be different
Introduce something new or improved
Celebrate anniversaries, 10 years old, 1000th customer
Announce a new member of your team
Sponsor local sports team or art exhibition
Announce publicity you have had
Launch informative blog on your website
Offer free information
Give something free to readers
Issue a statement or report on a situation
Arrange for an interview with interesting or unique personality
Present an award
Hold a competition
Stage a special event, debate, or a demonstration

22. PR ideas to attract Offer a series of articles - Be the expert
Radio phone in
Product placement on TV programmes
Solve a problem, Create a problem
Do something in a different way
Be anti-corporate
Attempt to set or beat a record
Commission a survey – serious or frivolous
Work with charities and develop community involvement programme
Donate products to charity events
Team up with suppliers/customers joint publicity
Become a figurehead in an organisation
so that its publicity brings you publicity
If no news be creative!
Brainstorm for new ideas and look at what gets coverage

23. Preparing a press release
Develop the story
Compelling headline
Avoid clever titles– they can look amateurish
Use AIDA approach
Attention
Have a strong introduction, powerful first paragraph to grab attention
Create interest
Move quickly to subject matter to develop interest
Arouse desire
Let the reader get to know a bit more about the subject
Action
Confirm how the reader can find out more or react to the news
Powerful first paragraph
Identifies the news angle and its relevance 5tio the readership

24. Develop press release content
Self contained paragraphs
Decreasing order of importance
A paragraph can be used as a filler if it still makes sense
Use a quote – highly effective
Don't be patronising, long winded abusive, too woolly
Keep it short and simple
No more than 2-3 pages double spaced typing
Only use acronyms after the letters have been explained in full
Think about what kind of story the publication is looking for
Does this release deliver?
Adopt the right tone, relevant to the publication
Consider tailoring the story with different angles for different publications
It’s essential that yours stands out
Avoid jargon
KISS – Keep it short and simple
Pick up the phone and discuss your story

25. Photographs Use photographs in your promotional material
Interesting and relevant picture will increase chances of publication
Helps to attract attention
Use a professional photographer if possible
Use a caption

26. Wider PR activities Cross promotion opportunities with partners
Joint newsletters
Join professional associations
Offer support speaking, writing articles
Networking
Develop strong elevator pitch
Listening skills, develop relationships and trust
Follow up as relevant
Strong business card
USP
Photo

27. Word of mouth Referrals & recommendations Networking
Current and past clients
Other professionals
Ask for recommendations
Networking
Not just passing out business cards
Get out and about
Go to client sector events

28. Direct Marketing Communicate directly with your customer
Develop a CRM system
Identify personal details
Refer to later, e.g., a birthday
Confirm the market segment
Tailor communication to relevant people
Circulate relevant marketing communications material
Press releases s
Post cards
Case studies
Follow up with telephone call

29. Marketing communications
Be interesting and relevant
F.A.B and AIDA, You - not we, we, we!
Sales letters
Personal, Relevant, Outward-facing, Polite
Mailers & profiles
Short profiles can be mailed
Encapsulate information without expensive brochures
Inventive invitations and unusual greeting cards
Clear objectives – what exactly are you trying to achieve?
Be attractive, visible and memorable
Consistent
Clear response mechanism
Brochures
Clear information, readers will be interested in
What you do, results you have help clients achieve, how you do it, for whom you do it
Efficiency and productivity gains
Client quotes
Be distinctive, memorable and consistent
Use minimum text, illustrations and good quality photographs

30. Testimonials Ask clients to provide them Ask clients for referrals
Use as case studies on your website
Create a blog around a case study
Have a short sentence to pick out salient points
Use in proposals
Seek to have 5 quotable quotes from clients
Third party credibility
Ask clients for referrals
Set up a process to encourage them

31. Web Marketing Website Launch informative blog on your website
Build content around F.A.B
Build content for search engines
Key words, title tags, image descriptions
Content is King
Use photographs and videos
Launch informative blog on your website
Offer free information
Arrange for an interview with interesting or unique personality
Online advertising
Adwords, Facebook, Trade forums
Survey across 5,000 people aged over 18 across Europe – asked most important source they consider when making purchasing decision:
Online 26%
Personal recommendations – 20%
Magazines & Papers – 12%
TV & Radio – 11%
Websites – 11%
Shop staff – 10%

32. Web Marketing Use social media Forums Permission based emails
Twitter, Facebook, LinkedIn, You Tube etc
Link to your blog
Position yourself as an expert and trusted source
Forums
Monitor trade and consumer forums
Post responses
Permission based s
Relevant information
Use Google analytics
Understand traffic
Adjust tactics, strengthen call to action
Survey across 5,000 people aged over 18 across Europe – asked most important source they consider when making purchasing decision:
Online 26%
Personal recommendations – 20%
Magazines & Papers – 12%
TV & Radio – 11%
Websites – 11%
Shop staff – 10%

33. Getting the business Credentials presentation Preparation Proposals
Be clear why are you doing this presentation
What do you expect to get out of it
Be recipient focused
Telephone confirmation – get more facts
Use examples to support your claims
Listen & learn
Leave document summarising your presentation
Follow up with letter
If not successful ask why?
If successful – ask Why?
Proposals
Written to stand alone
Written to reflect your professionalism
Accurate, comprehensive, well structured, well written
Terms of business

34. Selling = Success Activity x Skill x Attitude
Review your performance | Be honest | Seek to improve

35. Monitor and evaluate Is the plan working? Measure effectiveness
Observation, experience and feedback
People and attitudes change
Customer complaints, ideas, suggestions
Analysis of your communication efforts
Level of enquiries
Web traffic
Newspaper cuttings

36. Resources Database Sources of information People Money matters
Online, cloud systems now available
Mailing, competitors, proposals, presentations
Sources of information
Use public data to help in your audit
People
Consider external support - how much can you realistically do yourself?
Money matters
Power of marketing lies in the brain and not in the wallet
Imagination, consistency and persistence – more useful than cheque book
Set targets in terms of fee income or gross profit
Promotion v production –Opportunity cost?

37. Summary Marketing is an investment Develop a marketing plan
Not an expense
Develop a marketing plan
Devote enough time and energy to implement plan
Be persistent
Get creative
Local publicity stunts
Market promotions
Boring, inappropriate, irrelevant, bad releases and communication will not be noticed
When you gain a client – KEEP THEM
Keep in touch
Be positive
Don’t buy into the negative, doom & gloom
Adopt your own proactive infra-red system
Understand market – ask good questions
Customers, competitors, PEST, SWOT

38. Your Proactive Infra Red for Marketing
Adopt your own proactive infra-red system
Plan
Where do you want to be?
Smart objectives – quantify
Identify planning gap and how you will meet this
Implement
Use the 7ps of marketing to gain competitive advantage
Review
Are you on track
What do you need to improve on
Infra – below our ability to detect visually
Red – lowest energy that our eyes can sense before it becomes invisible
Infra red – applies to many sources of invisible energy
Proactive Infra red
Provides an insight into our marketing
Without it you cannot see what is happening
Will give you competitive advantage
Be ahead of your competition

39. Thank you
Any questions? LinkedIn: anngoodwin