A Marketing Success Toolkit workshop : How to BE GREAT:

Your creative business doesn’t have to be BIG, but it should be

GREAT.

BE GREATWhat is great marketing? Doesn’t have to be BIG – to be clever.Doesn’t have to be BIG – to be Great. Great: •Remarkable or outstanding in degree.•Of outstanding significance or importance.•Chief or principal and superior in quality.•Powerful; influential or eminent; distinguished.•Wouldn’t you rather Be Great than just Big.

What kind of person am I?

Dan Sodergren:Motivational, marketing, man.

What kind of person are we?

‘Know thyself’ Socrates – 409 BC

What kind of marketing person are we?

Put the following 5 animals in the order of your preference.

Cow Tiger

Sheep Horse

Pig

This will define your priorities in your life.

Put the following 5 animals in the order of your preference.

Cow Signifies

CAREER

Tiger Signifies

PRIDE

Sheep Signifies

LOVE

Horse Signifies

FAMILY

Pig Signifies

MONEY

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Now this shows us values.

Now let’s give each animal a colourCow = BlackTiger = Red

Sheep = GreenHorse = Blue Pig = Yellow

Write your name and surround it in the colour of your 1st choice.

Ok let’s move about a bit.

Find a partner, who shares the same animal 1st choice / colour

around their name as you.

Ok introduce yourself

To your new work partner‘Know someone else’ Sodergren 2009 – B D

How are WE going to do this. • Using your minds – thinking more than usual• Look after yourselves – this is NEW information.• Drink water, stretch, walk about if need be. • We learn better when we RELAX. • So Reeellllaaaaxxxx….. • There may NOT be any notes…so…• Take notes – don’t rely on my handwriting! • Remember we are all at different levels of business

owning – i.e. some not started yet. • You will all have great ideas so write them down. • There is a LOT of learning and it works!• Turn to the person next to you. • And say – I like you. Let’s do this….• So let’s go……..do this.

The plan for the next 3 hours• B – Before you start: being your brand. • E – Mindset: getting positive. • G - Principles of guerrilla marketing: • R - Research: knowing your customer• E – E –marketing and Websites / web presence. • A – Action – getting yourselves out there – PR• T – Together and looking at how these can all be

brought together in a clear marketing strategy.  • Learning outcome: • A spot light on ideas for the future with the clients

coming away with a hunger for more information as well as several actions for the next days in their business.

Before you start

Welcome to a brand new day

B – Before we start and our brand

The B in Be Great is Before you start and branding.

(Charlotte Grindey)

Why did you start this business?

Money makingVs.

Love of the creative process

Before we start on Brand

• Brand and brand values: It’s your business. • Before we start on our brands let’s start on

ourselves. • We are the business brand so let’s make the

brand our business. • What are our business values?• What drives you? Write it down. • What would we want on our businesses

gravestone / testimonial?• Core values – what is important to you?• What do you want your company’s USP to Be?

The B – in Be Great = Brands

• Brands: now we know a few values. • Brands are made up of several elements. • Some obvious i.e. conscious • And each one of them important

subconsciously. • They are: • Your name: The importance of a name. • Your logo: And how a logo can change your

company. • Your Id: The power of colours.• A tag-line: Why have a strap line work for you.• Can we communicate the values of our brand in

our brand?

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The Entrepreneurial Mindset

It suddenly dawned on me

E – Enterprize or Entrepreneur?

The E in Be Great is Entrepreneur

(Racheal Smee / Debbie Payne)

What is Entrepreneurialism?

• Richard Branson: classic branded Entrepreneur says:

• ‘Entrepreneurialism isn’t getting one over on your customer,

• it’s not about working on your own, • it’s not about looking out for number one,• it’s about turning what excited you in life into

capital’

• I say into cash…. • This is what creative businesses are all about.• It is different from enterprise – which could be

working for someone else / in the industry.

Why shouldn’t we make money doing what we love?

Mental Traps ‘creatives’ fall into:

I love it, so should everyone. I loved doing it, I should do it for free.

Someone else will do it.If they love it then they will pay for it.

Art is sooo subjective.This is worth a million - I think?

I don’t do marketing and sales! I’m the artist!

Which ones do you fall into?

What’s your relationship with your customer and yourself? Before you ask for money do you?

• Do a cost analysis for your customer. • Compare and contrast in the market place and

outside the market.• Have a list of reasons why the customer should

buy the work. • Give the customers the benefits.• Give the customer our USPs.• Think how long the piece took you and work out

by the hour how much it costs.• Give your client some artistry in your marketing.

What’s your relationship with money and yourself?

Do you like money? • Do you think it is the root of all evil? • Do you think a fool and his money are easily

parted?• Do you see money as a problem? • The way you see money will be the way you

accept it or not. • Are you an away from a problem or a towards a

goal type person? • The way you see your present situation will

make a difference in your motivation.

What’s your relationship with your own mind?

Can you change your mind? • The add a 0 principle• Have you ever added a 0 to your selling price

and then discounted?• The upsell: Do you have other pieces / ideas

you can sell into the client after you made your sale.

• 34% of people who have bought once will buy again when in the mood.

• Did you know 80% of your money will come from 20% of your customers?

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The Entrepreneurial Mindset

It suddenly dawned on me

Let’s get funky

Have you ever used an anchor? Have you heard of NLP?

Google it!

Today is not an NLP lecture But let’s think about Anchors: Anchors are some of the most powerful ways ofcommunicating to the unconcious mind and they affectthe way we act all the time. They are triggered by different stimuli and createdifferent states of emotion.

But these are not uncontrollable and therefore we canuse them to control our own state.

Everyone get up – and shake. Breath in deeply. Come on your creatives – you can do this.

How you can create a confidence anchor

The power of the mind: • Sit down. Close your eyes. • Let’s do the Lemon test.

Examples of anchors.

• Auditory anchor: the special….slowed…..down voice.

• That special song you love.

• Even your name is an anchor of some sort.

• We can anchor emotional anchors – with touch.

How you can create a confidence anchor

It’s all about the neural network.

• As soon as you have a habit, your brain loves it as it makes live easier.

• Life’s complicated enough, so the brain creates shortcuts.

• What do YOU think when the phone goes?• We create anchors everyday. • Let’s create positive ones. • The Anchor exercise (* very quickly)• Use the thumbs inside palms anchor.

Ok • One of the hardest ways of getting anywhere is going in

direction you don’t understand and haven’t planned. • The 5 P’s are: prior planning prevents poor performance.• What’s your sales plan? • What are your goals? • It’s time to backward plan. • And make these goals SMART.• S - specific• M – measurable • A – achievable • R – realistic • T – timed

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G – Guerrilla Marketing

The G in Be Great is Guerrilla Marketing

(Everyone and Bill Corris)

Guerrilla Marketing

Making the impossible mission: Possible

What is marketing? And the mind set of the marketeer

Marketing is traditionally the 4 P’s • Price, place, position and product.• And even more P’s as well to make the 7

P’s…..• People• Process• Physical evidence. Yet………. Behind this is something more…. The mind of the marketeer and it’s principles:

The mind set of the marketeer

• Cunning• So you use different ways of getting them• Humble• So you don’t get too cocky, you’re here to serve • Always learning• So you are always up to date as marketing

changes everyday.• Simplicity• So everyone understands your message (KISS) • Empathy• So you can appeal to your particular demographic • KISS CHASE…. Go get em….

What is Guerrilla Marketing? • Think….. • Warfare….

Who were known as guerrilla fighters? • Ninjas vs. Samurai, • The freedom fighters of Cuba,• The Viet cong vs. the Americans,• The Jedi knights vs.. the Imperial forces.• Basically those with no money vs. those with

Which ones are we…..?

Guerrilla MarketingTHINK

Guerrilla marketingNOT

The Principles of Guerrilla Warfare:• Guerrilla means small war, the diminutive of the Spanish word guerra (war).

• Mobility and speed are the keys and wherever possible, the guerrilla must live off the land, or draw support from the civil population in which he is embedded.

• Able to choose the time and place to strike, guerrilla fighters will usually possess the tactical initiative and the element of surprise.

• Intelligence is also extremely important, and detailed knowledge of the target's dispositions, weaponry and morale is gathered before any attack.

• The guerrilla fighters also traditionally used weapons which were unlike any others, adapting them from farm use, coupling traditional and non traditional weapons together to create new forms of attack.

• The guerrilla fighters would also target their strikes and cause the greatest amount of fear with each tactical strike, taking out key generals rather than a whole army.

The Principles of Guerrilla Marketing:

• Commitment and effort (no easy wins)• Simplicity and empathy.• The use of high impact positive psychology and

clever language use (NLP) • Working together with concept partners to increase

exposure.• Patience and understanding• Market research and knowing your customer• Rewards and profit. • In essence : • We aim to win the hearts before we win the minds!

People ARE different

People think differently• In your pairs…..or 3’s• One be A• One be B • Think……….• Who went first? • Who decided and why?• What if B goes first? • When are you happiest? Ask two B’s• Favourite colours and why? Pick on 2 A’s

Psychology• The Buying process is not always logical, it’s emotional. • To understand emotions we can use a knowledge of

psychology to get ahead. • Do you know your buyers psychology? • What motivates them to purchase? • What is the difference between marketing and sales?• If individual buyers what state should we be trying to get

them into? • If we don’t get this then perhaps we should google NLP

as quickly as possible.• What else can we change in our business to help?

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Guerrilla marketing (GM)• What is the most important quality for a GM?

• According to the fore father (Jay Conan Livingston) it is • Patience….. • Why? • How many times to do you think it takes for someone to

see your offer and want to buy from you? On average..?• Vote now……• From total apathy to buying the product or service it

takes 9 times… • The bad news is for every 3 times, your customer on

average only listens only once. So…..

When do people buy?The study

1 time = 3 times – nothing

2 times = 6 times - nothing

3 times = 9 times - I have heard of you(marketing starts to work)

4 times = 12 times – You must be doingsomething right (most people give up then i.e.as no one buys)

• 5 times = 15 times - I like the product, you like me, you investing in me with time.

• 6 times = 18 times – When you think ‘When might I like to make the purchase?’

• 7 times = 21 times – How can I buy it?

• 8 times = 24 times – Why shouldn’t I?

• 9 times = 27 times – When you buy it…..  

When do people buy?The study

SO how is this relevant?

If we are having to connect with someone many times, we MUST

narrow down the number of people.

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Research

Do you know?

R – Research your market

The R in Be Great is Research

(Everyone and Linda Begley)

The power of market research:

Have you asked the people what they want?

• A friend of mine had an idea for a good food restaurant.

• The restaurant would cook food, beautiful food, from every corner of the world. His idea was that everyone loved food.

• And he would serve every type of food for them. For every type of person.

• You would have a Japanese starter, a Mexican main and an English desert.

Did this restaurant work?

Did this restaurant work?I would guess we all guessed it didn’t: Why not?

• He never asked the people in the locality if they wanted it.

• This restaurant could have worked somewhere.• But his other mistake was… • He wanted to market to every person no matter

what age, sex or race they were. • And no one has enough money to market to

everyone.

It is easy to be critical of the idea.

But maybe we miss the point.

His creative idea failed…Why? He never did any market research before he started.

• Have we asked our potential customers if they really want what we have created?

• How many have we asked? Can we ask them again?

• Market research is NOT to our friends and family! • But done in the real world which says NO• Occasionally. • And when the world says NO, we say YES! • As we have just learned what they might want.

How can we research? • Could you do competitor analysis….• Yes – everyone does this first. • Could you do Mintel and Keynotes to see the size of the

industry and growth patterns? • Maybe – but sometimes creative industries too small. • Could you do some face to face research with your

target demographic?• Yes – but this can be scary.• Should you research into your previous clients?• Yes and No – because they have bought from you

before so easier and this tends to skew your findings.

The power of market research:

What questions have you asked already?

• Explain the market research you have done with your partner. And if you haven’t done any – then let them come up with some questions you can ask your potential customers.

• Write down a goal of what you shall do this week to help with your market research.

• Remember the restaurant. Remember your target demographic – and if you don’t have one:

• Let’s get you one. Split it by: sex, race, age, wage, location, buying power, decisions.

What about the Tinterweb? Ask Google what people are searching for:

• What keywords are people searching for right now?

• Researching your keywords• Google keywords analysis: • https://adwords.google.com/select/KeywordToolExt

ernal• SEO tool book • http://tools.seobook.com/keyword-tools/seobook/in

dex.php• You can also use things like:• WordTracker and Keyword Discovery – amongst

others.

What about the Tinterweb? Ask Google what people used to search for:

• What keywords are going up / going down?

• Researching your keywords trends:

• Google trends / zeitgeist: interesting• http://www.google.com/trends

• New is Google insights: even more fun• http://www.google.com/insights/search/#

I know!

But this is relevant to all industries! As it shows you more information in a

minute – than we used to get in a year!

Break time

Next is a biggieIt’s the internet itself and your

websites!

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The Web: how it can work for you

The need to get on target

E – E - marketing

The E in Be Great is E – marketing

(Kevin West / Susan Comer)

HOW MANY WEBSITES!!!• March 2008 Web Server Survey• In the March 2008 survey, we received responses from

162,662,052 sites. Growth has continued to rise over the past few months, with this month seeing a gain of four and a half million new sites.

• The largest changes this month are once again seen amongst the blogging and social network providers. Google increases its developer share by gaining 842 thousand hostnames; most of which are used for blogspot.com blogs. Although MySpace gained nearly 200 thousand hostnames this month, the total number of active sites fell noticeably after many more users marked their profiles as private.

HOW MANY WEBSITES!!!• February 2009 Web Server Survey• In the February 2009 survey Alexra received responses

from 215,675,903 sites. This reflects a phenomenal monthly gain of more than 30 million sites, bringing the total up by more than 16%.

• This majority of this month's growth is down to the appearance of 20 million Chinese sites served by QZHTTP. This web server is used by QQ to serve millions of Qzone sites beneath the qq.com domain.

• QQ is already well known for providing the most widely used instant messenger client in China, but this month's inclusion of the Qzone blogging service instantly makes the company the largest blog site provider in the survey, surpassing the likes of Windows Live Spaces, Blogger and MySpace.

Websites…

So many of them, so little timeThe Biggest Player on the web, the one ring who will bind them all, but hopefully not in

darkness…. Google.

SEO and your web presence• Do you have a website? • Do you have an SEO strategy? • If not for your website – for you? • For your pieces? • How are your clients / your customers finding you? • Where is your web presence on your route to market? • Where are you on the web? • How can your client’s find you? • Are you using Web 2.0 as funky creatives?• Can we use Facebook etc to help sell? (Discuss)

Your website • Is it designed professionally – or did a friend of a friend

half do it for you? • Is it easily seen by Google etc? • Have you a site map on it? • Are you using keywords that are relevant? • Have you researched your keywords?• Are you using meta tags? • meta descriptions? • Tricks with Alt tags etc • Do you have a lot of links in place – are they reciprocal?

Let’s get active

Let’s work togetherWhere are we going to get links from for our website?

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Let’s get personal

So many people, so little time

You • Imagine someone meets you, you chat for a couple of

minutes, they are impressed, they like your work, they like you, they remember your name – but not your company.

• What happens when someone Googles you – the artist? • What other ways are you getting people on the net to

find you as a person? • What can you go on to increase name rankings?• Official areas: Linked in, lookup pages, facebook, BBC

and government sites etc. • Unofficial pages: art forums, QnA’s, message boards.

Let’s get personal

What does Dan use? Lookup

Let’s get personal

What about you?Kevin…

Let’s get personal

So many people, so little time

Let’s get personal

Let’s work togetherCreate a mind map of how

your partner can use the web.

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Exposure: how you will become famous

The people MUST know you

A – Action / Activism

The A in Be Great is Action Again and Again

(Everyone and Kevin Bone)

How can we increase our exposure

A bit of TLCWith our PR

How do we get into the press?• The six sexy top tips………. • …………………………………..For getting into

the press. 1. Realise an idea – it has to be human2. Remember the readership – who are they3. Remember your reporter – who are they4. Read it, read it and read it again - always5. Ring the reporter – remember them6. Re-do the story with pictures – give them

Press releases• Realise an idea – its has to be human• What do we human’s like? • To love, to laugh, to lose.• To be shocked, to cry, to feel warm inside. • To be informed, to learn something new, to cherish, to be

better than other people. • To feel empathy, to feel part of something, to not be

alone, to not be in pain, to be happy….• Use all emotions you can, unashamedly, as with these

emotions you get into the paper. • Think of any angle for your partners story / business.

The reporterRemember your reporter – who are they? • Reporters especially for local press have several jobs

and so getting them for one thing may get them to do several things.

• The local press reporter for local news, may also be the food or art critique, the features reporter also perfect for sport etc

• How does this help us? We use their need for a story to get us into the paper twice.

Reporters and spelling• Read it, read it and read it again • Reporters are writers. • They HATE mispellling, bad words using, unneeded,

commas, grammertical errors?• If they see even one paragraph intention wrong they

don’t like it. • Prove read everything you do and double space it!!

• Ring the reporter – remember them• Very simple, follow up every release with a phone call, if

possible phone them first and then follow up every time.• Get to know the reporter, ask them questions always.

My top tips for press releases• Make sure the headline is big and bold• Aim to fit the Press Release on one page.• Use short paragraphs• Double space the lining in your document!• Use language that will appeal to the type of

media that you are targeting. • You will want to write different press releases for

different media, e.g. use different wording for targeting a tabloid than you would for a technical business publication.

• Remember to be green and recycle your words.

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How can we bring all this together?

The sum is bigger than the parts

T – Togtherness

The T in Be Great is Togetherness

(Absolutely EVERYONE)

Integrating your marketing: Now we have the parts – let’s bring it all together. • To get to the BIG picture • We need the baby steps first. • To become GREAT – we must obey the laws of

Greatness. • We must be • Remarkable or outstanding in degree.• Of outstanding significance or importance.• Chief or principal and superior in quality.• Powerful; influential or eminent; distinguished.• To do so we must bring everything together.

What are the elements?

The sum is bigger than the parts

What’s the real process?

A realistic time frame?

1 month

3 months

6 months

9 months

12 months

So how are you?

How are you going to bring it all together to BE GREAT?

Discuss with your partner

So ...What have we covered?• B – Before you start: being your brand. • E – Mindset: getting positive. • G - Principles of guerrilla marketing: • R - Research: knowing your customer• E - Websites and how they can work for you. • A – Action – getting yourselves out there – PR• T – Together and how your create a process.  • Have we succeeded in our learning objective? • Which was to spot light ideas for use, with you all

coming away from this workshop with a hunger for more information as well as several actions for the next days in their business….. Have we done this?

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I am hoping:

Yes!Give yourself a hand.

Many thanks to

What’s next? That’s up to you.

Remember

For everyone