Marketing Your New Business

1
Marketing Your New Business How To Promote
Yourself
2
The Difference Sales and Marketing

• Marketing sells
• the organisation its products /services
• Sales sells the person
• This was a copywriters view.

3
The Difference Sales and Marketing

• Marketing your business means you need to
• Analyse and Research
• Plan
• Promote
• Sell and network
• Carry on this cycle and develop relationships
  with prospects, customers, partners, suppliers,
  The Press and networks.

4
Hot Tips

• In 20 minutes I will provide headlines, people
  who can help and website links.
• If you remember nothing else and want to know my
  one most important HOT TIP.

5
Know Your Punter

• Know your customer or to be more precise
• Profile your prospect
• Geography
• Industry or Individual Profile
• Who is not your prospect
• If they were to walk in the door describe them!

6
First Step in Marketing is Research and Analyse

• SWOT ANALYSIS
• Strengths, Weaknesses, Opportunities, Threats

2. Ansoff - a tool to focus what marketing
to whom.
7
Marketing Tools and Templates

• SWOT ANALYSIS
• THE MARKETING MIX
• ANSOFF analysing existing and new
  market/product situation and opportunities
• PEST - MACROECONOMIC
• BOSTON MATRIX analysing product life-cycle,
  portfolio and shares
• COMPETITIVE ANALYSIS TOOLS
• YOU FACTOR COPYWRITING TOOLS
• MARKETING PLAN
• MARKETING BRANDING
• MARKETING BRIEF
• CREATIVE BRIEF
• MARKETING DESIGN GUIDELINES
• ComMap COMMUNICATIONS PLANNING TOOLS
• BRAND BUILDING
• Available at www.oisolutions.co.uk or call
  01202 706 975

8
Brand Building

• What is your brand's vision?
• What values does your company subscribe to?
• What are the good and bad features/attributes of
  your brand (company, product, service)?
• What are the bad aspects of your brand, and how
  can you dispose of them?
• What are the practical benefits associated with
  each of the good features/attributes?
• Can you extend those features and benefits to
  form emotional characteristics for the consumer?
• What are the emotional reasons why customers
  might buy your products/services?
• What are the rational and emotional personality
  characteristics of your brand?
• What can you do to bring these personality
  characteristics to life?
• How can you use the brand personality to attract
  and retain more customers?
• How can you deliver on the promise of your brand?
• How are you going to generate more trust in your
  brand-customer relationship?

9
The Marketing Mix
10
What am I doing this week? How much? To whom?
11
Yes But I Want to Advertise/Sell!

• My adviceonce you are clear on your target
• Get savvy online
• Dont expect magic from your website it and any
  marketing collateral are only as good as your
  planning HOWEVER.
• Google Adwords and the Learning Center

12
Online Help NOW!

• Link to the Learning Center for Google
• You can self select lessons you want to go
  through and hear
• http//www.google.com/adwords/learningcenter/index
  .htmlanalytics

13
Online Help NOW!

• http//www.businesslinkwessex.co.uk/coffee-break/

How to write a marketing plan How to close a
sale How to write an effective press
release How to get PR for your business
How to market online New additional
content - Millionaire MBA How to write
and present a business plan for investors

14
The CIMs Main web sitewww.cim.co.uk
15
PR Who Needs It You Do

• To raise public awareness, raise your profile
• Increase self promotion
• Maximise opportunities for free promotion
• 52 of the worlds successful commercial ideas
  come from Britain yet we are only 1 of the
  population.

16
1. MYTHS ABOUT THE MEDIA

• They never get it right they will twist
  everything I say
• My customers will think I am pushy
• My product/service speaks for itself
• Other companies do the same things as I do

17
2. WAYS TO PROMOTE YOURSELF

• Find the angle
• Business
• Personal/staff
• Local person
• Local Company every client is a potential story

18
3. GETTING THE PRESS INTERESTED

• Find the hook for the story
• Write it- ensure it is not an advert
• Get a photograph
• Ring the editor for the paper or part of the
  paper you wish to go into
• Send the release plus photo preferably by email
• Contact them the next day to see if they need
  more information and when is it going into the
  paper

19
4. MAIN TIPS TO REMEMBER

• Papers want your stories - so
• Send news stories to them with photo
• Make sure it is not an advert
• Dont forget all the other media
• You can promote yourself without spending a lot
  of money

20
Presentation available on websites

• Click on
• http//www.oi-websolutions.co.uk/events
• nfbp workshop presentation
• Available on the nfbp website