Marketing Methods

Digital Safari Institute GreenBizz Project Integrated Marketing Advertising = Paid Advertising = Paid Public Relations = Free! Public Relations = Free! Promotions Promotions Personal Selling Personal Selling Specific campaigns for specific objectives Specific campaigns for specific objectives Cross-promote! Cross-promote!

Digital Safari Institute GreenBizz Project Marketing Channels Public relations PR campaign Press releases Publication search Forward feature search Publicity stunts Off-line Newspaper & magazine Outdoor Ads Radio & television Direct mail Door drops & inserts Trade Shows In-store ads On-line Websites Search Engine Optimization Pay per Click Online banners marketing SMS messaging Viral marketing Branding Logos Stationery Brochures Flyers Newsletters Signage Exhibitions

Digital Safari Institute GreenBizz Project Marketing Channels Radio and television Radio and television Newspapers, magazines, direct mail Newspapers, magazines, direct mail The Web, The Web, Outdoor and transit advertising Outdoor and transit advertising Directories Directories Trade shows and special events Trade shows and special events In-store ads and promotions In-store ads and promotions Point-of-purchase ads Point-of-purchase ads

Digital Safari Institute GreenBizz Project Marketing Budget Four Budgeting Strategies: Four Budgeting Strategies: What you can afford What you can afford What the competition spends What the competition spends A fixed percentage of sales A fixed percentage of sales Objective-task allocation Objective-task allocation Key: Whatever it takes to get the job done! Key: Whatever it takes to get the job done! Money’s not the issue, creativity is! Money’s not the issue, creativity is!

Digital Safari Institute GreenBizz Project Leverage Your Resources Partner for co-marketing Partner for co-marketing Try shared advertising Try shared advertising Leverage public relations Leverage public relations Use “guerilla marketing” techniques Use “guerilla marketing” techniques

Digital Safari Institute GreenBizz Project Guerilla Marketing What is “Guerrilla Marketing”? What is “Guerrilla Marketing”? – “A body of unconventional ways of pursuing conventional goals” – “A proven method of achieving profits with minimum money” Don’t pay for advertising when you can get PR for free!! Don’t pay for advertising when you can get PR for free!! “Viral” Marketing: Get others to market for you “Viral” Marketing: Get others to market for you

Digital Safari Institute GreenBizz Project Examples: of “ Guerilla Marketing ” Press releases Press releases Give-aways, donations & sponsorships Give-aways, donations & sponsorships Demonstrations Demonstrations Viral , on-line multimedia Viral , on-line multimedia Street art Street art Be creative! Be creative!

Digital Safari Institute GreenBizz Project Give Your Customers … Give them time Give them time Give them information Give them information Give them attention Give them attention Speak to their needs, not yours Speak to their needs, not yours Be patient! Be patient!

Go For It!

Digital Safari Institute GreenBizz Project Marketing Basics = Web Basics Tag Line Tag Line Value Proposition Value Proposition Sustainable Market Advantage Sustainable Market Advantage Elevator Speech Elevator Speech Site Map Site Map Cool Headings Cool Headings Products/Services Products/Services About Us About Us