1. Marketing Tips without selling your first born…

2. 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

3. 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

4. Time versus cost Money hungry Exhibitions Advertising Sponsorship Direct mail Websites Time hungry Social media Blogging Networking Face to face techniques

5. 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

6. 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

7. Media Hooks There are 5 media hooks guaranteed to get coverage in any national newspaper or broadcast media…

8. 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

9. 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

10. 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’

11. Industry specific Part of a wider issue in your industry Press releases Use relevant quotes, statistics and pictures

13. Oxley’s Health Spa, Ambleside

14. Opinion articles Coverage without news Controversial comment is always welcome Pick ‘ hot topics ’

15. 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

16. Features

17. Stunt examples…

18. Face to face techniques Networking clubs Speaking engagements Visiting trade shows Attending conferences Share trade stand space Referral networks Buzz marketing Mentoring schemes Volunteering

19. 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

20. CASE STUDY DARREN HARRIS - THERAPIST

21. 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

22. Cool tools Squarespace.com VCita web contact tools Crazyegg.com Portent.com (content generator) IFTTT.com Deathtotheistockphot o.com Morguefiles.com Flickr – creative commons license Speakpipe Flipsnack (snack widgets) Moo.com Surveymonkey.com

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