How to build a brand on a small budget

Camden Chamber MeetingNovember 2010Michelle Gamble

Chief Angel

Marketing AngelsAffordable Marketing Managers/Directors for growing businesses

The Marketing Process

REPORTING

Track and Measure Effectiveness

Think about your own brand

Does it work hard enough for you?

Does it say how you are

different?

Does it say what people

want to hear?

Does it say what you do?

Does it reflect what customers say?

Branding Tool

CI = brand + positioning

Brand

Positioning

Why does it matter?

high brand awareness = low cost of acquisition

Your Website

Direct /Ads

Email

Social Media

Search

Referral/WOM

Make sure you can be found when people are

Searching

Use email marketing

Think about how else people will

find you online?

Have some tools to engage people online

It isn't just what you

know, and it isn't just

who you know. It's

actually who you

know, who knows

you, and what you

do for a living..

Gather a

crowd

Network online

Who can you partner with to create new ways to reach your target market?

How can you give people a taste of what you have to offer?

Low cost ways of generating awareness

Don’t be afraid of the

Microphone

Unleash the Author within

Can you

Get yourself in the press

Don’t be scared to invest

Have a plan so you can focus on the

priorities

#1 PriorityReturn on Investment (ROI)

By Channel

22

Channel #Leads

Conv Rate

#Sales

$ Revenue

$Cost

%ROI

Print

Radio

Website (Branded)

Organic/SEO(Unbranded)

PPC

Referring Websites…

Measuring sucess

Paint a picture of what you need to achieve

What should you be measuring?

Basic Model

Free/really cheap tools

Software as a service solutionsGood for small number of usersCustomisation can be minimal

Other tools

Don’t forget

Some rules of thumb• Direct Mail

– To new prospects = 1%– To current customers =

2%

• You can increase response by 25% if followed up– Postcards– Telemarketing– Email

Some rules of thumb• Email Marketing

– Click through rates = 5.1 – 10%

– Sales 2.1% - 10% of click throughs

– Personalised URL’s can improve response by 100- 130%

– Social media sharing buttons can increase click-throughs by 30%

Some rules of thumb

– Frequency is key to performance for these tactics

– In print inserts generally perform better than “off the page”

– Drive respondents to online for improved measurement

– Have an offer

Leads & sales by channel

Leads & sales by region

Type of lead (e.g. SME vs Corporate)

Leads & sales by sales person

Leads & sales by value

Stage in the sales cycle

Client satisfaction

Review monthly with a view to understanding cost of each lead and sale

What to Track

Get a resource or a coach

Be fearless

Be focussed

Be relentless

Be consistent

Happy Marketing!

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56 Page e-guide $11.95