Marketing - in a Monkey nutshell
Rob Greenland, UnLtd, 2 September 2008
What do I do?
• Training - market research, marketing, social business planning
• Consultancy - social enterprise
• One to one support• In everything, I try to
keep things simplePhoto from Ant Smallwood via flickr.com
What have I done?
• University of Leeds - Spanish & French
• Senda Juvenil
• Trade for Change
• Social Enterprise Leeds
• WYSE School
• Social Business Consulting
• A journey from activist to entrepreneur
Trade for Change 1995-2004
The Social Business
• I blog
• I think
• I challenge
• You respond
Why monkey business?
• Some really good marketing in the music business
• Arctic Monkeys - use of myspace.com (by a customer) and free downloads
• www.bandstocks.com - fans invest in bands
• All about building relationships - without much money
The seven stage monkey-nutshell plan
1. Identify your market2. Research your market3. Segment your market4. Develop a marketing mix for each
segment you will target5. Think like a customer - think benefits6. Come up with some key messages7. Start building long-lasting relationships
What is marketing?
• Every contact you make with
customers, suppliers and staff
• The whole business seen from the
customer’s point of view
• Building relationships with customers
Why is marketing important?
• Because a lot of organisations aren’t very good
at it!
• You’re in competitive markets
• Part of the cultural shift towards building your
business around customers - not funders.
• Because you are not your customer.
What is a market?
• A set of all existing and potential buyers of a product or service
or
• The total value of products or services which satisfy the same customer need
Stage 1: Decide what market you’re in
Ask what the customer needs
Stage 2: Market research
Become a Zulu in your chosen market
How to organise your market research
• Big picture - size of the market, trends, etc
• Customers - who are they? What can you find out about them?
• Competitors and partners • Then analyse your research- and make
some decisions based on what you’ve found out.
Market research
Use blogging software to record your research
Stage 3: Market segmentation
• Division of a market into different
groups of customers who have
things in common.
• Why is it important to do this?
Because customers aren’t all the same!
• Different customers have different
needs
• If you understand that, you can tailor
your services to meet their needs
• No prizes for guessing what happens
when you do treat everyone the same
A two-minute market segmentation
Stage 4 - Develop your marketing mix
• For each customer group - develop a
unique blend of:
– Product (or service)
– Price
– Place
– (Promotion will come later)
An effective marketing mix
Stage 5 - Turn your features into benefits
• Think about how your mix could benefit the people you serve.
• Customers buy benefits, not features.
• Think like a customer - help them to work out what’s in it for me?
Stage 6 - Develop your key messages
• Your key messages will be based around the benefits that you offer.
• Try to keep things simple.
• Think about your tone of voice - one that’s comfortable for you - and appropriate for your market.
• Try to draw people towards you - don’t push them away with marketing nonesense-speak
To recap
1. Be clear about what market you’re in
2. Research your chosen market
3. Segment your market
4. Develop your marketing mix - product, price, promotion and place
5. Think like a customer - think benefits
6. Come up with some key messages
7. Now - start building long-lasting relationships
Things that can work well for social entrepreneurs
• PR - particularly stories in your local media
• Partnerships - with other organisations which
are established in your chosen market
• Word of mouth - your own mouth and your
customers’ mouths!
• Great service - surprise people!
• Story-telling - you have a good story.
Other things that might work for you
Word of mouth E-newsletter BlogPR - good
news
Launch Sponsorship Talk to people Flyers/Posters
Be friendly Stunt Partnerships Affiliates
Business cards Networking MailshotSignage/A
Frame
WebsiteOngoing research
Pay per click ads
Speak at events
And remember…
• Just because something works for someone
else doesn’t mean it will work for you.
• Try to stand out from the crowd
• Think about your target customers - how can
you catch their eye?
• Listen to people - ask how they found out
about you - then build on that.
www.socialbusinessconsulting.co.uk
• Lots more resources on
all aspects of social
business planning
• Links to other sites
• Link to today’s
presentation
www.thesocialbusiness.co.uk
• Blog about social enterprise
• e-newsletter
• 0113 257 3942
• 07905 800 710