Guerrilla Marketing 2010 V1 0

1www.businesslink.gov.uk/southwest/eventspresentations

Guerrilla e-marketing

Join the r-evolution


The Zimmers

4.7m viewings in 12 months

4www.businesslink.gov.uk/southwest/eventspresentations120,500 viewings in 9 months


The Large Hadron Collider rap

4.9m viewings in 8 months


Microsoft Comercial

2m viewings in 5 months

10www.businesslink.gov.uk/southwest/eventspresentations700,000 viewings in 12 months

How they build the Triumph Rocket III


Noah –A picture a day for 6 years

12,500,700 viewings in 2 years


Media Masterclass FoundationBusiness Link client

Transferring ideas to actions


If Carling ran the Driving TestBusiness Link client



Halloween Zombie Makeup

Business Link client



House Keeping – FIRE!!!!!


House Keeping - Comfort


House Keeping – Peace Keeping


Business Link provides information, advice & support to help clients start, maintain & grow a business

- Free, impartial & confidential support

- First point of contact for business advice & fast-track to the help you need

- Help you make the most of your business


Who can Business Link help?

- Pre-Starts

- New businesses

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Free Business Review

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- Finance

- e-commerce

- Sustainability


So what do I do next?

• For a copy of this presentation, speak to your Business Link Adviser today

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Your Business Success is Our Business Objective

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Introduction – Andy Poulton, IT Specialist


• Introduction

• Marketing – what we know

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


World Wide Web – The World Wide WHY!

Vast Market Opportunity

Lots of money spent online

Online spend rising 35% annually

17% of the retail £ is spent online


0

20

40

60

80

100

120

140

2005 2006 2007 2008 2009 2010

£ B

n

20.429.8

46.6

64.3

88

121

Source IMRG


World Wide Web – The World Wide WHY!

Vast Market Opportunity

Lots of money spent online

Online spend rising 35% annually

17% of the retail £ is spent online

People spend more and more time online

New ways of working


AnytimeAnyplace

Anywhere


The Rudiments

The right name

The right site


Choosing a name

• What name could you use?Business nameService nameProduct name

• Short is good

• Think about how and where it will be usedPrintIn conversation


Choosing a name – The Good

www.diy.com

www.bbc.co.uk

www.cadbury.co.uk

www.wispa.co.uk

www.formula1.com

www.tesco.co.uk


Choosing a name – The Bad

www.phones4u.co.uk

www.toys2wish4.com

www.4learning.com

www.any-domain-with-too-many-hyphens.co.uk


Choosing a name – The Ugly

ww

w.s

peed

ofar

t.com



ww

w.w

hore

pres

ents

.com



www.pen

islan

d.ne

t


The Rudiments

The right site


Design Rudiments #1

Speed


• Download quickly (3 – 5 seconds)

Design rudiments 1/ Fast to load


Design Rudiments #2

Easy to navigate


Design rudiments 2/ Navigation

• Simple, Logical, Intuitive


Compelling Content

Design rudiment No. 3

WHY?

Visitors don’t read – they scan

Visitors need to “get it” almost instantly

Visitors need to know you can meet their needs

Visitors need to know WHY they should use you

Visitors need to TOLD what to do


Grab the Attention

A –

I –

D –

A –

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION


Marketing – what we know

In 1873, John Wanamaker, father of the department store said

50% of marketing works

We don’t know which 50%

…….however, this is the traditional view in a pre-internet world!


Marketing – what we know

Everything on the internet can be measured

You just have to know how

If it can’t be measured – it’s probably not worth doing


The route to your website


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Online Networking - Why

Reach new audiences

• Facebook – 350m

• MySpace – 110m

• Twitter – 60m

• Bebo – 40m

• LinkedIn – 55m

• Plaxo – 15m

• Ecademy – 12m


Who are “Generation Y”?

• Baby Boomers – 1946 to 1964

• Generation X – 1965 – 1982

• Generation Y

• born after 1984

• 8m in UK alone

• Techno “savvy”

• Technology is embedded in lifestyle


Social Networks – Business Benefits

• Reach out to new audiences and markets

• Reach out to existing markets

• Better understanding of related markets

• Relative low cost of entry

• Possible high return


Social Networks – Build your profile

Have a good look around and see how things work

Set up an account and build your profile



Have a good look around and see how things work

Set up an account and build your profile

Look for “friends” to invite and link with

Post to your wall


Social Networks – Build your profile - Groups

• Search for Groups

• Join some groups

• Start your own group

• Post comments on Discussion Boards

• Link back to your website


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Business Networks


Why Business Networks?

• LinkedIn – 55 million registered users

• Plaxo – 15 million registered users

• Ecademy – 12 million registered users

• Xing – 6 million registered users

OPPORTUNITY!


Business Networks – 6 Degrees of Separation


Business Networks


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible


Viral Marketing – How & Why

20

40020 x 20

400 x 20 8000

8000 x 20 160,000

160,000 x 20 3.2m


Viral Marketing


Viral Marketing -How

• Refer a friend

• Competitions

• Video


Britain’s Got TalentSusan Boyle

Over 70m viewings in 1 week


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Video Marketing

• YouTube – 1Bn videos watched………..DAILY

• Video results appearing in Google Search

=You’ve been framed!

Business Opportunity 2nd most searched site on the internet


Video Marketing


Social Networks – YouTube case study

www.beadsbylili.com

North Wilts based (Chippenham)

Launched November 2005

Selling beads for jewellery on line

Working from home

Features self produced video tutorials

Videos posted to YouTube

Was a “featured video” on global YouTube home page

Video views jumped from 24,499 to 232,389 in 24 hours

Website visitors jumped from 200 / day to 3,000 per day for 3 days


Your Video

• Look for an angle

• Look for the competition

• Get a feel for YouTube

• Think how else it could be used

Video Marketing


Your Video

Video Marketing


Your Video

• Prepare prepare prepare

• Prepare and learn your script

• use cue cards

•Prepare your location

• quiet and free from disturbance

• Prepare yourself

• Get filming

Video Marketing


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Email Marketing


Why Email Marketing?

• Build Loyalty

• Remind former clients that you are still around

• Advise clients of full range of services

• Provide easy access to latest – news/advice/offers



It’s Not Expensive



It’s Effective



Sector Sent Delivery Open Rate CTR Response

B2CAcquisition

100% 91% 29% 27% 6%

B2CRetention

100% 91% 32% 28% 12%

B2BAcquisition

100% 88% 32% 25% 4%

B2B Retention

100% 90% 37% 30% 13%

Source – DMA Email Marketing Benchmarks Survey



• over 95% of site visitors = “Window Shoppers”

• x 6 – the cost of winning new clients

• Web users like them (over 95% have subscribed)

• 65% have made a purchasing decision

• 37% find the invaluable


Email Marketing – Key Elements to success

• Develop your database

• Existing Client Data

• Encourage Subscription through website

Offer enticement to subscribe

Exclusive deals, Top Tips, early access to information

• Subscription through other routes


Email Marketing – Key Elements to success

Quality Content

• Relevant

• Tailored

• GRAB attention

• Frequency

• Monitor, Monitor, Monitor

• Legal


Email Marketing – Measure by Measure

What can be measured

• Number of emails sent

• Number of bounces

• Number opened

• Number deleted without opening

• Action taken


Email Marketing – Measure by Measure


Email Marketing – The Law

• Pre-existing relationship

• Opt in or Double Opt in

• Sender is clearly identified

• Unsubscribe instructions with EVERY email

• No consent = SPAM

• Anti-Spam laws apply to [email protected] = [email protected] = corporate


Email Marketing – Tools

• Groupmail www.infacta.com

• Vertical Response www.verticalresponse.com

• Constant Contact www.constantcontact.com

• iMailer www.emailtools.co.uk

• Reality Mail www.realitymail.co.uk

• Mailing Manager www.mailingmanager.com

• Graphic Mail www.graphicmail.co.uk


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Blogging – Why

• An easy way to update latest news

• An informal way of communicating

• Helps with the search engine position of your website

• Opens your business to a wider audience

• Helps keep your clients updated


Blogging – When

When you have something to sell

When you have something new to offer

When something changes

When you have some news

When you have something to say


It’s really easy to set up and run a blog

1/ Sign up

2/ Choose a look

3/ Get typing


Blogging – Where

www.blogger.com

www.wordpress.com

www.typepad.com

www.movabletype.com


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


TWITTER


Twitter – This year’s Media “Big Thing”?


The route to your website

TWITTER

Twitter – Genuine Internet “Next Big thing”


Twitter – The Emperor’s New Clothes


Twitter – Why

• Easy to use

• Easy way to keep in touch

• A way to reach potentially large market

• Short sharp communication tool


Twitter – Micro Blogging or Social Networking


Applications

Twitter – Updating

140 Characters only

SMS

Web

Email

iPhone

SmartPhone


Twitter – Who

International companiesCiscoIBMDell

Informational ServicesNasaMarketing DonutStartup Donut

Respected News ServicesBBCCNNDaily TelegraphSwindon Evening Advertiser

CelebritiesDemi MooreOprahStephen FryJonathan RossBritney Spears

Small BusinessesWilliam Grant – FoxGrantWarren Cass – Business SceneLindsay Smith – Team PixieFiona Davies – Flame InteriorsAnthony Lloyd – Fallowfields HotelNeil Ryder – If OnlyBryony Thomas – Clear Thought Consulting

PoliticiansAnne SnelgroveDavid DrewJim KnightKerry McCarthyParmjit Dhanda


Twitter – In Business


Twitter – How

Go to www.twitter.com


Twitter – How

Write a short profile


Twitter – How

Find People to Follow


Twitter – How

Retweeting – Going Viral on Twitter

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32,235


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Summary


Andy Poulton

Business Link

M: 07966 547146

E: [email protected]

Thank You

Guerrilla Marketing 2010 V1 0

Technology

Transcript of Guerrilla Marketing 2010 V1 0