Marketing Marmite

In News by Clare Grove

Marketing. We love it, we study it, and we live and breathe it.

For some people, though, it’s a niggle. It's love it or hate it.
You know it’s important, but also it needs time, planning and a budget.
It’s on the to-do list but where to start.

A marketing strategy – even the most basic, back of a beer mat plan can give clarity and focus and, you never know, it may even pique your interest and get the little grey cells going.


Get social

The most cost-effective way to get your message out - and quickly - is via social media.

  • Existing clients and customers will appreciate being kept in the loop with what you’re up to with newsletters and offers.
  • Prospects also need the reassurance of a consistent presence and regular messaging.
  • Make sure you’ve got a website – even a basic one to start with – and ensure it is updated frequently with fresh content and images.
  • COVID19 saw the use of social media increase by 61% in 2020 compared to 2019 and this is set to continue in 2021 so businesses can’t afford not to have a presence.

 "A large social-media presence is important because it's one of the last ways to conduct cost-effective marketing. Everything else involves buying eyeballs and ears. Social media enables a small business to earn eyeballs and ears."
Guy Kawasaki, Chief Evangelist, Canva

  • Plan your social! To get the most from social media, you need to have a plan.
    It doesn’t have to be complicated just know where you want to get to and have a good idea of how you might get there!

Go old skool

Broadly speaking, traditional marketing covers the range of advertising channels we see day-to-day and are the methods us 90s marketing types relied upon. Traditional marketing covers print media, billboard and TV advertising, flyer and poster campaigns and radio broadcast advertising. Why not blend your digital approach with more traditional methods?

Whatever you do, ensure it is professional and captures your brand identity and voice.

  • When was the last time you got something nice in the post? Why not look at a traditional mailer or door-to-door campaign? I recently discovered a new restaurant on the back of a door drop leaflet – I now follow them on social, have enjoyed a 10% discount on a takeaway, and, thanks to the service, will recommend to friends.
  • Print advertising revenue fell by more than 60% year-on-year in 2020 with local and national newspapers hardest hit. That said, subscriptions to regional glossies are still enjoyed, and never underestimate the power of a local village or town newsletter – one of our clients gets a huge amount of business this way! Rates are also currently competitive with deals to be had for ads and editorial.
  • Promotional goodies such as mugs, chocs and water bottles always go down a treat and there is value (but also cost….) in a traditional brochure or leaflet.
  • With more people than ever working from home, local radio could be an option – and campaigns can be cost effective.

Events

In 2020, Team DRIVE ran 55 events across four different platforms – from conferences to lectures, seminars, meetings and quizzes.

  • Hosting an event can be a great way for clients and customers to get to know you, your product or service. Seminars and workshops can put you head and shoulders above the competition and are a great way to meet clients and prospects. With some planning, these can be done just as easily online.
  • Live social media events: why not give people a taste of what you can offer with a free Facebook Live or IGTV event?

Cooking demos, gardening classes, learning a language or an instrument can all be taken online, and a free event is a great showcase for a paid course or experience.

  • Virtual tours take some thought but are a great way to show off a venue, setting or location. With a great smart phone, you can put together a super showreel that will leave people wanting more!

Yes! You can do this!

We’ve blogged about our love of planning before and would always suggest starting with a plan in some form or other. We also recognize that things can change, and when they do, it’s important to be ready to tweak and adjust as necessary. 

There is no right or wrong, and one size doesn’t fit all – but the great thing with marketing is, if something doesn’t work, have the confidence to brush yourself off and try something new!

I wrote my dissertation on the magnificent work of Milan Kundera so I will give him the last word….

“Business has only two functions – marketing and innovation.” – Milan Kundera 

Our Director, @mrsgroovie, Graduation 1997….!


 
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You’re the expert in your business and we are experts in marketing

If you’re a small to medium-size business and need help to create your ideal marketing strategy – please get in touch and contact us here, we’d be delighted to help you!