Marketing on a budget - Part One

Nicky Matthews

marketing on a budgetwhat is a budget and making this relevant to me? media

marketing solutions unwrapped

marketing on a budget

products and services don’t sell themselves

there is no one size fits all

consider ‘time’ and allocate a cost to it

start up, growing, changing, exiting or sale

base on percentage of turnover

spilt between brand development costs and promotion

plan - marketing budget is a component of the marketing action plan

increased confidence leads to growing expectationmediamarketing solutions unwrapped


what should we spend?

Gartner 2015 = typically 11% of revenue - up from10% in 2014

align sales to marketing - it is a strategic decision

digital marketing spend is up 8% on 2014

consider opportunity is your focus to:

increase sales

convert leads to sales

retain customers

enhance your reputation

innovate - new markets or productsmediamarketing solutions unwrapped


making this relevantmediamarketing solutions unwrapped

todays customers have grown up with technology

- they are controlling the messages they receive

- they are able to choose from any competitors from anywhere around the globe

•they are cost sensitive

•they are quality aware

•and they are time tight

mediamarketing solutions unwrapped


•traditional advertising is dead

•68% of email is spam

•email data expires

•startups have no cash



media

build a remarkable product



what’s in it for me?

Golden Nugget be enthusiastic!



+44 (0) 01202 [email protected]

thank you for listening, any questions?

•design and print•social media•marcom strategy•outsourced marketing•websites •event management

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mailto:[email protected]?subject=

media

put your customers at the centre of your plans

•tell stories that matter•market to passionate influencers•shout about how you differ from the competition•inspire others


Planningmarketing on a budget

consider the true worth of each customer


prioritise your most profitable mediamarketing solutions unwrapped


media

build experiences not isolated incidents

•give great experience•give customers a voice•listen•foster customer reputations•create a community


media

ensure each marketing message achieves 4 primary responses:

attention, interest, desire and ACTION

•give great experience•give customers a voice•listen•divide audiences into groups based on differing needs and hone message accordingly

•who are primary, secondary, tertiary customers•consider customers over lifetime value and reward accordingly•create a community



media

think outside the box• ask for referrals • be innovative in everything you do• build a list of reporters, bloggers• consider tasters• create an interesting video• develop a business persona• do case studies • do demonstrations/talks• do something for charity• do something for charity - show you care• give a memorable talk • give exceptionally great customer service • guerrilla advertising• leverage message boards • leverage social networks • network - show your face to the world• offer discounts • optimise website for SEO• produce a unique piece of insight or research• reward existing customers - share the love• run an event and spread the word• run an experiment and publish the results• run regular email campaigns• start a blog • talk in terms of dressing peoples problems• think seasonal - valentines, black friday• write beginner’s guides marketing solutions unwrapped

Golden Nugget be enthusiastic!



+44 (0) 01202 [email protected]

thank you for listening, any questions?

•design and print•social media•marcom strategy•outsourced marketing•websites •event management

@

/

mailto:[email protected]?subject=