Marketing on a Budget

• Emma Lacy BMKT MMII MIITD

• Marketing Consultant & Trainer

• 10 yrs experience

Marketing on a budget

1. PR

2. Advertising

3. Web Marketing

4. Direct Marketing

5. Business Planning

6.Market Research7.Print8.Promotions & POS9.Word of Mouth10.Training

1. Public Relations

What is PR?• Press/ radio/ TV• Newsworthy, current

Make it work!• Habit – Look for the story• Database – rapport with contacts• Negotiate with advertising• Send it and follow it up!

PR

How to write a Press Release• Type and email• Include picture• Newsworthy story• Get attention! Good headline (local, topical)• Engaging first paragraph (emotive etc.)• Good flow - What, why, when, where, contact

details?

PR …Continued

• Quote - testimonial• Mention brand enough• Write in 3rd person• Easy to read formatting – line spacing,

paragraphs • 300 – 600 words (4 paragraphs)

Cost = €0

2. Advertising• Budget – Plan and tailor to seasonality• Pre-book block slots • Beware of sales people who need to

sell!• Be objective– what would you

read/watch/listen to?• Compliment ads with

Promotions/competition (call to action)• Newspaper – Pg 3/5/7 RHS RH page• Colour vs. Mono ads

3. Web Marketing

• Shop around but remember quality

• Not just a pretty website – databases/promotions/ advertising revenue/ sell online

• Search Engine Optimisation – google maps, search terms in website copy, links, advertising

4. Direct Marketing

• Targeted to customer• Distribution costs - staff vs. An Post• Database is crucial (customers, comp

entries, quotations/queries website)• Postage and stationary costs• Clear message, clear brand, clear

design• Economies of scale printing• Record success – cost vs. revenue

5. Business Planning

• Set Budget

• Set Objectives

• Set Strategies to achieve objectives bearing in mind budget

• Be realistic

• Stick to it! - Don’t be seduced by “great deals”

• Monitor progress regularly

6. Marketing Research

• What has/hasn’t worked before?• What has cost the most but yielded the least

return?• What has cost the least and worked?• Where are customers hearing about you?• What promotions have worked?• You should have access to this information

FREE

7. Print

• Economies of Scale in Print• Plan, Plan, Plan• Give plenty of time• Paper weight may not compromise

quality• 2 colour vs. Full colour• Consider logo colours• Design – generic, dates etc.

8. Promotions & POS

Promotions

• Pair with other marketing – website, advertising, direct mail, PR etc

• Make them attractive

• Give an end date

• Remind the customer

• Track success

• Powerful marketing tool

Promo & POS …continued

POS• Very powerful• Don’t under estimate• Include when negotiating print batches• Keep generic – general & promo POS• Branding – keep same in store, website,

flyers etc. & change all to reflect promo• Use plenty!

9. Word of Mouth

• Free

• Best form of marketing

• How? – customer service, good product/service quality etc.

• Staff are ambassadors as well as customers

• Customers – Good Exp. tell 4, Bad exp. tell 11!

• Networking/affiliate schemes

10. Training

Advantages

• Staff trained so skills are retained

• Trainer can give advice specific to your business

• Low cost marketing staff

• Better motivated staff - gain new skills

Remember

Good Marketing is:• Well planned• Researched• Targeted• Doesn’t need to be expensive!

If you are clever, you can do a lot for FREE

Conclusion

Emma Lacy BMKT MMII MIITD

Marketing Consultant & Traineremmalacy@eircom.netwww.acemarketing.ie

087 7545164