Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce...

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This webinar is brought to you by Hertfordshire Chamber of Commerce in partnership with Hertfordshire Growth Hub

Transcript of Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce...

Page 1: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

This webinar is brought to you by

Hertfordshire Chamber of Commerce

in partnership with

Hertfordshire Growth Hub

Page 2: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

Hertfordshire Growth Hub

At the centre of Hertfordshire’s business support ecosystem - working closely with local and national B2B service providers to support businesses

Enables businesses at any stage to access support services across the county

Delivered by an experienced consortium led by business support services provider Exemplas, with the University of Hertfordshire and Hertfordshire Chamber of Commerce

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COVID-19 Support

Dedicated COVID-19 Business Resource Page and Hubwww.hertsgrowthhub.com/covid-19

One to one advice from experienced Advisors

Webinar and Expert Panel Q & A sessions

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Contact us

Monday to Friday 8.30 am to 5.30 pm

Tel 01707 398168

Tweet @HertsGrowthHub

Email [email protected]

Live Chat www.hertsgrowthhub.com

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C H E R Y L L U Z E T I 1 5 . 0 4 . 2 0 2 0

WA G A D A’ S D I G I TA L M A R K E T I N G

EF F ECTI V E M A RK ETI N G I N A CRI S I S

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S U C C E S S F U L L Y D E L I V E R I N G O N L I N E

V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S

www.wagada.co.ukC h e r y l L u z e tM a n a g i n g D i r e c t o r

W a g a d a

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Page 8: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

Why you shouldn’t reduce marketing activity…

Pizza Hut and Taco Bell

In the 1990-1991 recession, Pizza Hut and Taco Bell capitalisedon McDonald’s reduction in advertising and promotion. This led to Pizza Hut increasing sales by 61%, Taco Bell by 40% with McDonald’s declining by an enormous 28%. (Forbes)

Page 9: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

“I thought about it and decided not to take part.”

- Sam Walton, founder of WalMart, talking about the 1990 recession

Page 10: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

“I thought about it and decided not to take part.”

- Sam Walton, founder of WalMart, talking about the 1990 recession

Page 11: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

Why you shouldn’t reduce marketing activity…

Pizza Hut and Taco Bell

In the 1990-1991 recession, Pizza Hut and Taco Bell capitalisedon McDonald’s reduction in advertising and promotion. This led to Pizza Hut increasing sales by 61%, Taco Bell by 40% with McDonald’s declining by an enormous 28%. (Forbes)

Page 12: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

B E P R E P A R E D T O A D A P TT O C R E A T E O P P O R T U N I T Y

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Manylocalbusinesseshavebeenputtingtheirskillstogoodusetohelpthebusinesscommunity.

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I N T H E C U R R E N T C L I M A T E ,M A R K E T E R S W I L L N E E D T O T H I N K

S H O R T A N D L O N G T E R M

www.wagada.co.uk

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So where do we start?

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So where do we start?

Situation Analysis: Where are we now?

Objectives: Where do we WANT to be?

Strategy: How do we get there?

Tactics: How EXACTLY do we get there?

Action: What is our plan of action?

Control: Did we achieve our objectives?

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M A R K E T I N G M E S S A G E S I N A T I M E O F C R I S I S

www.wagada.co.uk

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Match the Message and the Platform…

Create a mission statement for each of your channels:• Facebook is best for acquiring new customers via paid

advertising. • Instagram is where you build brand affinity with existing

customers. • Twitter is where you engage press and industry influencers.• LinkedIn is where you engage existing employees and

attract new talent. • YouTube is where you support existing customers with

education and video help content

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Family Values…

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A D VA N T A G E S O F S O C I A L M E D I A I N A T I M E O F C R I S I S

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Why is social media so important?

• Usage is up during the Coronavirus – 40 to 50%*• Humanise your brand• Build familiarity• Develop community and loyalty• Build brand awareness• Engage with your audience• Help your customers get to know you and what you stand for• Sell without selling

* https://about.fb.com/news/2020/03/keeping-our-apps-stable-during-covid-1

Page 22: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

Match the Message and the Platform…

Create a mission statement for each of your channels:• Facebook is best for acquiring new customers via paid

advertising. • Instagram is where you build brand affinity with existing

customers. • Twitter is where you engage press and industry influencers.• LinkedIn is where you engage existing employees and

attract new talent. • YouTube is where you support existing customers with

education and video help content

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Refine your brand voice

DON’T BE BLAND…

STAND OUT FROM THE COMPETITION…

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Refine your brand voice

Everybody likes:

But some people love…

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Refine your brand voice

What are you looking to convey?

fun exciting honest intelligent switched on vintage colourful youthful casual rural

artistic outdoor wild spontaneousorganised planned warm minimal authentic

niche city life popular innovative fun place to work opportunities training

human personal customer servicefashionable mature modern

business like professional trustworthy responsibleinspirational cheeky quirky

Page 26: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

Refine your brand voice

What are you looking to convey?

fun exciting honest intelligent switched on vintage colourful youthful casual rural

artistic outdoor wild spontaneousorganised planned warm minimal authentic

niche city life popular innovative fun place to work opportunities training

human personal customer servicefashionable mature modern

business like professional trustworthy responsibleinspirational cheeky quirky

Page 27: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

Refine your brand voice

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B E V I S I B L E

www.wagada.co.uk

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Refine your brand voiceDuring the global pandemic, consumers can’tvisit your storefront

or business location…

GoogleMyBusinessBRIDGESTHEGAP

betweenyourwebsiteandtheconsumer

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Refine your brand voice

§ Addimages§ Addeventsandnews§ Addquestionsandanswers§ Checkcategory§ Addressconsistency

Google My Business

Page 31: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

Refine your brand voice

Why are Reviews so Important?

• Thestarsreallystandout• Greatforconversions/clickthroughs

• Googlecanverifythereviews

Howtomakethemmoreeffective:• Getthekeywordinthereview• Respondtoeachreview

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“The coronavirus crisis will test us all, but marketers need to think long-term and keep building their brands, protecting their staff and honouring their values.”

- Mark Ritson, Marketing Week

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Any Questions?

Stay Safe!

Page 34: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem

S U C C E S S F U L L Y D E L I V E R I N G O N L I N E

V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S

www.wagada.co.ukC h e r y l L u z e tM a n a g i n g D i r e c t o r

W a g a d a

@wagada_stalbans

www.facebook.com/wagada

www.linkedin.com/wagada

[email protected]

www.instagram.com/wagadahq