Growing Your Organisation

6th July 2010 – AFC Bournemouth

Major stepping stones

• Marketing plan• USP’s• SMART Objectives• Marketing Targets and tactics - 7 p’s• Direct marketing the e-way!– Benefits– Creating a plan– Delivery– Action and results

Marketing plan

• Part of your business strategy– What do we do?– What do we want?– How do we get there?

• External’s PEST– Political– Economic– Social– Technological

• SWOT

USP

• Why do your customers need you?• Things to know– Who they are– What they buy– Why they buy it

• How to find out?

Objectives

• SMART– Specific– Measurable– Achievable– Realistic– Time-bound

Marketing targets• Who is your target customer? • How do we find them?• 7p’s– Product– Pricing– Place– Promotion– People– Processes– Physical evidence

Doing it - Marketing

• You have a plan • You have an object• Now the route to your market place• Only 3 ways to build the business– Start with your current customers – increase

average spend– Get them to buy more often– Find new customers by referral

E-marketing

• Why– Global reach– Lower cost– Trackable– 24 hours a day– Personalisation– One-to-one feel– Interesting and exciting– Better conversion rates

Greenmessage and Kate

Open Results

Link trackers

Plus

• You get to know–Who looks at it–When they look at it–What they clicked on–Who they forwarded it to

Action is the Key!

• Follow up• 7 touches to success– Don’t be a loser and give up at 3!

• Look for trends– Customer– Colour– Size

• Segmentation

Cost effective

• Standard direct mailer on average costs £2.50• Electronic no more than 10p• Plus you know who’s doing what– Don’t worry about big daddy

• Facts on CCTV– 4.2 million in UK– 1 camera per 14 people– 1% of world population – 20% of world CCTV’s

What to watch out for!

• Blacklisted by ISP• Incorrect e-mail platform creation• Spam words• Unsubscribes• Purchased lists• Wicked women!

Now the plan

• Decide when• Subject line – Boring is great!!• What content• Offers• Links• Do the checks• Despatch

greenmessage will

Help plan your campaignCreate your templateDesign your monthly e-newsletterTrain on respondingAssist in grant funding for the first 12 monthsHelp you focus on achieving great results

greenmessage

Phone: 01202 802205E-Mail: info@greenmessage.co.uk

Twitter: @greenmessages