Transcript Welcome to the Wessex Hotel

A.C.T Marketing
• Attract
• Convert
• Transform
Agenda
• 9.35 A – C Linda Parkinson-Hardman
Grow A Better Business
• Helping you sow the seeds of internet success
• 10.35 Comfort break & networking
• 11.00 C – T David Dean
greenmessage
• The environmental communication specialists
• 12.00 Q & A’s
• 12.30 Networking & One-to-one sessions
What is marketing?
• Identifying what your target customer
wants
• Pulling not pushing
• Identify your USP
• Looking good – Branding
• Use emotion
– Safety – healthy – environmental etc.
• The step before a sale
Marketing Strategy
“The purpose of your marketing strategy
should be to identify and then
communicate the benefits of your business
offering to your target market.”
Source :- Business Link
Action Point
• Revisit
marketing strategy
Traditional Direct Mail
• Last year the UK spent over 2 billion
pounds on traditional direct mailings
• A good direct mail campaign will get 1%
open rate
• Therefore 99% was wasted!
• Imagine the energy and materials being
wasted on each mailing and the lack of
results
E marketing
• The most
– Powerful
– Flexible
– Cost effective
– Measurable
– Time driven
• Marketing
Targets
• Use your database to target the message
• Use not only contacts but light touches!
• Collect business cards – goldfish bowl!
• Segment by marketing strategy
• When and what they want to see
Remember to update
your database every
month!
greenmessage text to e-newsletter service
Auto text
response
greenmessage text
processor
Win a case of Piddle beer
Text piddle to 07624811555 with your email address to
enter the draw and receive our e-newsletter
Auto email response
Text at standard charge
Monthly e-newsletters
greenmessage
central processor
Customer see
beer mat
Planned text campaigns
Legal requirements
• Permission marketing
• Managed unsubscribe
• Legal, Decent & Honest
• Advertising Standards Authority
• Data Protection
Market research
• Use e-newsletters as your market
research
• Create product/service subjects
• Measure click through’s
• Establish what people look at
Content
• Well thought out punchy words
• Relevant pictures
• Links to your own web site
• Spam words! - A must
• Platform checking! - A must
• Auto responders
150 words per
article is great
Timing
• Timing is everything
– Same time every time
– Not Mondays or Fridays
– 10am-4pm is ideal
Gran always said
being regular was
good for you!
When – Hours - Days
• Tuesday to Thursday
E – Newsletter stats
• The only marketing which is totally
measurable
• Real time results
• The ability to create warms leads
• Salesman's dream!
Stats – the must have list
• Unique opens
• Links
• Bounces
• Unsubscribe
• Forwards
• Triggers
• Auto-Responders
What next
• Reap what you sow
• Follow up calls - they are warm now!
• Seek feedback
• Learn what people want to see
• Plan next e-newsletter well in advance
The follow up is so
important as it is
what seals the deals
Q & A’s
• Over to you
• What's puzzling you?