Bristol Business Mums

‘Starting your own business’ workshop

15/11/2013

All you need is …

The Plan : Make money !

What a Marketing Plan shouldn’t be …

4 simple things for a good Marketing Plan

Start with making 4 questions …

Where ?(category frame)

What ?(unique benefit)

Who ?(target group)

Why ?(reason to believe)

Your answers will lead you to …

Marketing Mix Elements

TargetMarket

TargetMarket

What How

Product : Tips to identify the right product

- Get consumer insights before launching a product. Be open to

- Listen to your consumers after & refine your product constantly

- Check your competition and tryto differentiate

- Remember: You don’t offer products you offer benefits for specific needs

negative feedback

Price : Tips to identify the right price

- Be very aware of your product costs

- Use your competition as a good benchmark

- Make some safe assumptions about first year sales

- Make frequent reviews of total revenues and total costs/expenses – Refine if necessary

- Remember : First set the Value and then the price

Place : Tips for on line selling

a.Existing market places

-Start small. Test product demand

b.Hosted services c.Your own e-shop

-Carefully evaluate alternatives :

-Focus on: receipt)

b. Reliability (quality standardsdelivery, return policy, order tracking)

a. Convenience (from landing to

c. Security (data protection, payment methods)

Promo : Offline & online activities should go together

Gone

Offline

PublicRelationships

PublicRelationships

-Send press releases –

-Offer free useful content

-Give freebies

-Organize an event for media

people

-Send press releases –

-Offer free useful content

-Give freebies

-Organize an event for media

people

Networking Networking

-Participate local or national

business clubs, forums, events

-Establish yourself as an expert in

-Build alliances with other local

businesses

-Participate local or national

business clubs, forums, events

-Establish yourself as an expert in

-Build alliances with other local

businesses

LocalPress

LocalPress

-Place ads in free magazines,special interest

magazines

-Check circulation & readership

data, quality of content

-Check where

your competition is

-Ask your consumers

what they read

-Place ads in free magazines,special interest

magazines

-Check circulation & readership

data, quality of content

-Check where

your competition is

-Ask your consumers

what they read

Trade shows Trade shows

-Participate at local trade

shows / markets relevant to your

business

-Reach a lot of people, gain awareness for your product,.

-Network with other local businesses

-Participate at local trade

shows / markets relevant to your

business

-Reach a lot of people, gain awareness for your product,.

-Network with other local businesses

SponsorshipsSponsorships

-Sponsor local events / charities

-Engage with the local community and build word of

mouth

-link your brand name with

positive values

-Gain publicity

-Offer products, services, time. Not necessarily

money.

-Sponsor local events / charities

-Engage with the local community and build word of

mouth

-link your brand name with

positive values

-Gain publicity

-Offer products, services, time. Not necessarily

money.

Marketing Materials

Marketing Materials

-Create a professional

business card

-Create leaflets with product info, offers

etcDistribute through local business, on

street, door to door, in press

-Use free notice boards (eg nursery,

university, gym )

- Brand your business car

-Create a professional

business card

-Create leaflets with product info, offers

etcDistribute through local business, on

street, door to door, in press

-Use free notice boards (eg nursery,

university, gym )

- Brand your business car

Search MarketingSearch Marketing

1.SEO : Activities helping your site rank high in search engines. Takes place both on

site & off site.

2.SEM : Paid ads shown in search engines when specific

words are searched

Try to use both in the beginning

1.SEO : Activities helping your site rank high in search engines. Takes place both on

site & off site.

2.SEM : Paid ads shown in search engines when specific

words are searched

Try to use both in the beginning

Website Website

-Start simple

-Choose a short, memorable name

-Offer value : useful content , resources,

helpful videos

-Build trust : Testimonials /reviews

-Ensure usability : Easy to navigate, organised

content, fast

-Professional look : in line with your branding

-Always analyse and refine

-Start simple

-Choose a short, memorable name

-Offer value : useful content , resources,

helpful videos

-Build trust : Testimonials /reviews

-Ensure usability : Easy to navigate, organised

content, fast

-Professional look : in line with your branding

-Always analyse and refine

Email MarketingEmail Marketing

-Build an email list (give incentives, explain benefits)

-Opt in & opt out

-Offer consistently relevant content &

clear call to action

-Use free on line tools (eg MailChimp free for 2000)

-Measure & refine.

-Build an email list (give incentives, explain benefits)

-Opt in & opt out

-Offer consistently relevant content &

clear call to action

-Use free on line tools (eg MailChimp free for 2000)

-Measure & refine.

Display AdvertisingDisplay Advertising

-Place banner ads in websites relevant to

your target group

-Be clear on your message objectives

- Create relevant landing pages

-Place banner ads in websites relevant to

your target group

-Be clear on your message objectives

- Create relevant landing pages

Social Media Marketing Social Media Marketing

-Activities that help you reach consumers in social networks and engage with them.

General tips -Have clear objectives (eg awareness, interaction, insights,

SEO)

-Choose 1-2 platforms and do them well

-Engage or don’t do it all.

-Focus on your customer not your brand

-Make it personal. People interact with people. Not brands

-Commit to it. Plan your resources. Don’t expect instant results.

-Constantly monitor, evaluate, adapt

-Activities that help you reach consumers in social networks and engage with them.

General tips -Have clear objectives (eg awareness, interaction, insights,

SEO)

-Choose 1-2 platforms and do them well

-Engage or don’t do it all.

-Focus on your customer not your brand

-Make it personal. People interact with people. Not brands

-Commit to it. Plan your resources. Don’t expect instant results.

-Constantly monitor, evaluate, adapt

Twitter (500 mio)Twitter (500 mio)

-For all ages

-Good for a wide range of businesses (from travel agencies to plumbers)

-Great to connect with industry peers and share expertise

-Great customer service tool

Tips -Follow, participate, contribute, be

followed

-Tweet regularly - Offer value

-Be consistent (topics, style)

- Be responsive/polite

-For all ages

-Good for a wide range of businesses (from travel agencies to plumbers)

-Great to connect with industry peers and share expertise

-Great customer service tool

Tips -Follow, participate, contribute, be

followed

-Tweet regularly - Offer value

-Be consistent (topics, style)

- Be responsive/polite

Pinterest (0,7 mio)Pinterest (0,7 mio)

Ideal for creative, visual oriented businesses

Tips -Use high quality photos

-Link to your site

-Follow & interact with other individuals / relevant businesses so as to grow your

community

Ideal for creative, visual oriented businesses

Tips -Use high quality photos

-Link to your site

-Follow & interact with other individuals / relevant businesses so as to grow your

community

Other Social Media Networks Other Social Media Networks

Linkedin : Good for getting introductions, industry knowledge, displaying recommendations

as a word of mouth tool.

Google + : Great SEO tool, good for tailor made messages towards different circles (based on age,

location, level of intimacy etc), good for getting industry knowledge,

great for getting closer to target audiences through Google hangouts (video calls, live chats)

Instagram : For posting pictures, for brands which could create visual messages

Linkedin : Good for getting introductions, industry knowledge, displaying recommendations

as a word of mouth tool.

Google + : Great SEO tool, good for tailor made messages towards different circles (based on age,

location, level of intimacy etc), good for getting industry knowledge,

great for getting closer to target audiences through Google hangouts (video calls, live chats)

Instagram : For posting pictures, for brands which could create visual messages

Keep trying, experimenting, changing &

good luck