Marketing
Use everything you have to spread your message
When it comes to executing your marketing activities a lack of budget is just an excuse to get entrepreneurial, so brand anything that touches your consumer, or exists in the outside world.
There are some great examples around that really cut through and get their message across:
Sofa.com wraps their vans with comedy artwork that makes people laugh; Innocent drinks talk to people on the side of their bottles;
Moo.com turned their automated emails into their ‘print robot’. Every example avoids million pound media budgets, but builds a stronger impression of the brand - imprinting them on the minds of potential consumers.
Look at every stage of your business and see where you can spread your brand love - whether it is your business cards, invoices or stickers on you parcels, every little helps to calve out your brand. Ultimately, if consumers are seeing your brand and it is making an impression, they will tell their friends about you.
Measure everything
As businesses in austere times it is vital that we know whether an activity is effective versus the objectives set, and lack of research or brand tracking is no excuse. By starting out with a clear picture of success before an activity
When faced with exciting marketing ideas, new technologies and a limited budget, it is easy to become distracted and try everything
goes live, it is easy to identify what measures can be put in place to assess the activity. Whether it is unique URLs, web analytics, or special codes for every promotion you can track the success of an activity, which can then be used to aid future planning.
Bootstrap and collaborate
And finally, the best kept secret of the entrepreneurial world - collaboration. When you join the world of being a start-up it is time to master the art of asking - because, this is the entrepreneurial world of helping each other out. Armed with who you want to reach and why, pin point the publications, places and other brands that will help you do that – then focus on building a relationship there. Businesses big and small are now turning to collaborating with other brands because it can be one of the most effective and cost efficient activities to grow a business.
Read our next instalment in the June Issue of Entrepreneur Country magazine, along with tips on making a brand partnership
effective for all involved.
26 entrepreneurcountry
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