Enterprise - 'How to successfully promote yourself in six easy steps'

Here are the notes I made form the Enterprise lecture How to successfully promote yourself in six easy steps on 17/10/2011.

Too much noise
   - receive between 5000 and 6000 messages a day each
   - visual noise

That's the how - here's the what
   - marketing communication mix
image of framework


It's a checklist, not an absolute

The internet isn't on the list because it isn't a method in itself, it's a means of communication, a place. It isn't a way of marketing yourself. Not a way of publicising yourself in itself.

Step 0
Do nothing and you'll get nothing
   - doesn't just happen if you put no effort in

Step 1
Get their attention - get your name in front of people
   - might be first time you have met someone
   - never go anywhere without some kind of business card
   - it's relevant and says what you do - something memorable about what you do
   - advertising
   - events
   - radio interviews
   - write articles
   - run a blog - mae it as busy as you can, and contribute to blogs of others
   - exploit social media
   - publicity - good publicity of course

Step 2
Build their interest
   - more information may be required
   - needs to be somewhere where they are drawn into you
   - see portfolio of work
   - information pack
   - catalogue
   - curation - an event, make sure you're credited for it, not just what they are looking at, but also how its displayed
   - exhibitions

Step 3
Convince them
   - this is about authority
   - authenticity
   - being a professional
   - someone who has the information they want
   - persuade them you know what you're doing
   - value/mission statement - imparts what your values are
   - recommendations - someone saying how great it was to work with you
   - clear who you have worked for, had good experience and they said good things
   - awards
   - community engagement - involved, hands on, engaged
   - professional bodies
   - charity events
   - got skills
   - nice person to work with

Step 4
Make the offer irresistible
   - value propositions
   - pricing strategies
   - packaging - not in terms of physical thing, but services you offer, extra stuff they hadn't expected
   - try before you buy - why not just do this one for nothing, show what you can do, throw in something on the side
   - recommendations - if in doubt, recommend them talking to someone you already work for
   - differentiation - it's who you are, not so much the service you offer. chemistry

Step 5
Close the sale
   - convenience
   - not about telling them anymore at all
   - any way to make it more convenient for the client, more productive for them
   - buy it now is there any reason why you wouldn't buy it now?
   - right time; the right place
   - delivery - anything to make this easier
   - personal selling
   - interactive website
   - put all questions to them and let them convince themselves that it is what they want to do

Step 6
Reinforce
   - reinsure them they made the right choice
   - make reasons to call see how they're doing
   - has there been any problems?
   - continue to engage with public relations
   - you're there for the long term
   - see a wise choice reflected back at us
   - merchandising - corny, but maybe. Keeps you in their mind more
   - maintain contact
   - this will build a relationship with the business or individual to carry you with them

AIDA
Attention, Interest, Desire, Action
aida table




That's how and what...
Who?


They're everybody.
   - there is no such thing as a product that appears to everybody.
   - need to tailor what you're doing to target your market

Target your market
How do we define customers?

Medie Usage
   - customers behaviour
   - newspapers
   - magazines
   - radio/TV
   - internet
   - social media
   - trade magazines
   - public space advertising
   - parish magazine

Knowing where our customers go for information tells you how to reach them

B2B
image with 3 people in middle


Media Usage
   - more defined than in the life of the consumer
   - specialist industry magazines
   - marketing magazines
   - business magazines
   - radio - in the car
   - airline magazines
   - industry exhibitions
   - conferences
   - networking events

Consumer Segmentation
   - Demographics
   - Geographical factors
   - Lifestyle
   - Media usage

Be in the right place at the right time.

Summary
   - marketing communication mix
   - six stages of effective communications
   - AIDA
   - how to target a market using segmentation
   - difference between consumers and the B2B market