Camden chamber of commerce meeting
-
Upload
marketing-angels -
Category
Business
-
view
557 -
download
3
description
Transcript of Camden chamber of commerce meeting
How to build a brand on a small budget
Camden Chamber MeetingNovember 2010Michelle Gamble
Chief Angel
Marketing AngelsAffordable Marketing Managers/Directors for growing businesses
The Marketing Process
REPORTING
Track and Measure Effectiveness
Think about your own brand
Does it work hard enough for you?
Does it say how you are
different?
Does it say what people
want to hear?
Does it say what you do?
Does it reflect what customers say?
Branding Tool
CI = brand + positioning
Brand
Positioning
Why does it matter?
high brand awareness = low cost of acquisition
Your Website
Direct /Ads
Social Media
Search
Referral/WOM
Make sure you can be found when people are
Searching
Use email marketing
Think about how else people will
find you online?
Have some tools to engage people online
It isn't just what you
know, and it isn't just
who you know. It's
actually who you
know, who knows
you, and what you
do for a living..
Gather a
crowd
Network online
Who can you partner with to create new ways to reach your target market?
How can you give people a taste of what you have to offer?
Low cost ways of generating awareness
Don’t be afraid of the
Microphone
Unleash the Author within
Can you
Get yourself in the press
Don’t be scared to invest
Have a plan so you can focus on the
priorities
#1 PriorityReturn on Investment (ROI)
By Channel
22
Channel #Leads
Conv Rate
#Sales
$ Revenue
$Cost
%ROI
Radio
Website (Branded)
Organic/SEO(Unbranded)
PPC
Referring Websites…
Measuring sucess
Paint a picture of what you need to achieve
What should you be measuring?
Basic Model
Free/really cheap tools
Software as a service solutionsGood for small number of usersCustomisation can be minimal
Other tools
Don’t forget
Some rules of thumb• Direct Mail
– To new prospects = 1%– To current customers =
2%
• You can increase response by 25% if followed up– Postcards– Telemarketing– Email
Some rules of thumb• Email Marketing
– Click through rates = 5.1 – 10%
– Sales 2.1% - 10% of click throughs
– Personalised URL’s can improve response by 100- 130%
– Social media sharing buttons can increase click-throughs by 30%
Some rules of thumb
– Frequency is key to performance for these tactics
– In print inserts generally perform better than “off the page”
– Drive respondents to online for improved measurement
– Have an offer
Leads & sales by channel
Leads & sales by region
Type of lead (e.g. SME vs Corporate)
Leads & sales by sales person
Leads & sales by value
Stage in the sales cycle
Client satisfaction
Review monthly with a view to understanding cost of each lead and sale
What to Track
Get a resource or a coach
Be fearless
Be focussed
Be relentless
Be consistent
Happy Marketing!
www. twitter.com/marketingangels www.facebook.com/marketingangels
56 Page e-guide $11.95