index media - digital marketing for small business
DESCRIPTION
About Index Media, how we work and why you'd rather be working with us.TRANSCRIPT
byGavin DudleyMarketing Projects Manager
Digital Marketing forSmall Business in ZA
What we do…
• Digital marketing for small business in South Africa
• Marketing strategy
• Project rollout and management
• Provide hands-on capacity for fulfilment
SME
Why small business marketing?
• What’s the greatest good you can do in SA?
• Economic self sufficiency, sustainability for ordinary people
• The Entrepreneurial Fantasy vs. The Reality 70% SME failure rate
4-year fatality curse
80% of SA workforce employed by startups SA’s entrepreneurship ranking: 30th out of 42
Our mission
• Survival tactics for SMEs Get from subsistence to scale/stability
Overcome owner’s (business) limitations
• Meet SMEs at the 4 Year Crisis Crossroads
• Become SME’s outsource partner
• OUR MISSION IS TO LIFT EACH SMALL
BUSINESS CLIENT TO THE NEXT LEVEL
Marketing can do that?
• Marketing gives DEEP insight into the business
Products, pricing, company positioning
Broader business environment, competitors, constraints
• Save the survivors!
They’ve got proven, viable business
They’ve got proven market demand
for their product or service
The marketing effect
• Help is at hand but…
72% turn to their accountant, 53% to the bank
Only 33% use outside consultants
• Marketing strategy breaks the 4 year SME curse
Reach more customers, improve products
Business efficiencies, increased margins
Only 12% pay attention to competitors
How we work
• Know your client
1. First listen. Really listen.
2. Add broader business context
3. Set ambitious, realistic goals
• The Marketing Project Plan
1. Apply full, detailed marketing strategy and theory
2. Choose digital platform/s for delivery
3. Action plan, deliverables, timeline
$
Our digital services
Email newslettersStill the cheapest way to retain old customers ... and reach new ones.
Social media marketingFacebook? MXit? Twitter? Blogging? How to use it for business.
Market researchKnow your customers, competitors and trends in your marketplace.
Website developmentHow to make your web site work hard for your business.
Mobile phone marketingEveryone has a cell phone, right?
Customer surveysFind out what your customers really need from you
ZA Internet users…
74% use social networks
82% of them use Facebook 1.4 million ZA Facebook users 35% do it from their phones 33 is ave. age of ZA Fb user
600,000 LinkedIn users, incl. 94,000 managers 75,000 business owners 50,000 directors
How we work… in brief
1. Study client’s business environment
2. Set some near term goals
(6 months – 1yr)
3. Develop marketing strategy
4. Choose best digital marketing platform
5. Plan, rollout, manage the project
6. Measure the business success
Why you want to work with us
• We’re not selling you stuff!
• We’re listening to you.
• We’re working at your level.
• We get our hands dirty.
• We’re fully accountable, 100%.
We’re real people
• Gavin Dudley - 15 years in marketing & Internet development.
• Jacqi Brown - 10 years in HR, recruitment & project management
• The Trusteds Team… 10 contractors who consistently overdeliver!
Some Index Media projects
RESEARCH: Audit of online directory services, Telkom SA
MARKETING MATERIAL:Technology platforms for rural development, Hewlett Packard
MARKETING: Small Business Owners newsletter, Microsoft SA
RESEARCH: Computer installations in Southern Africa, DFID
RESEARCH: Open Source Technology in Africa, Soros Foundation
MARKETING STRATEGY: Truly Fantastic custom furniture makers
MARKETING MATERIAL: Web development and newsletter, Inclusive Education Western Cape
RESEARCH: Ecommerce & Social networking in Africa, WorldWideWorx
Thank you.
Gavin DudleyMarketing projects [email protected]_dudley
Research sources:• GEM Report 2010• MWeb / TNS Market Friendship 2.0 survey• WorldWideWorx, SME Survey 2007• SBP, Small Businesses Development in South Africa, 2009• CheckFacebook.com