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Slide Notes

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Marketing skills for social enterprises - connecting with your customer

Published on Nov 22, 2015

An introdution to essentials of marketing planning for social enterprises and small business. These slides accompanied a workshop by Jamie Veitch and Andi Stamp commissioned by the Yorkshire Venture Philanthropy Programme, at Sheffield Hallam University's Sheffield Business School, on 24 July 2014

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PRESENTATION OUTLINE

1.

MARKETING SKILLS - CONNECTING WITH YOUR CUSTOMER

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2.

Untitled Slide

  • Inform & Engage
  • Raise profile & awareness
  • Generate sales, increase income, boost business
  • Andi and Jamie - and YOU!
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3.

Untitled Slide

4.

AGENDA

  • 12:30 - Introduction
  • 12:35 - Exercise - customer needs...
  • 13:10 - Marketing framework
  • 13:30 - Discussion - effective examples
  • 14:00 - How-to - practical & intensive
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5.

AGENDA

  • 15:00 - coffee & work in pairs
  • 15:40 - 2 x 5 min presentations 
  •            & crowdsourcing ideas
  • 15:55 - Actions - 1 month & 6 months
  • 16:00 - Conclusions & end
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6.

THE MARKETING FRAMEWORK

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7.

YOUR MARKETING MENU

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8.

SOCIAL MEDIA

  • Authentic
  • Engagement
  • Trust
  • Time
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9.

14 essentials of public relations

  • What's the story?
  • Who, what, where, when, why & how!
  • Press release - or elevator pitch?
  • Enter awards
  • Be an expert: data + facts but no jargon
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10.

...Further PR & MEDIA TIPS...

  • Google news alerts
  • comments on articles
  • Journo engagement via social media
  • NEWS > new; change!
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11.

...MORE OF THOSE PR & MEDIA TIPS...

  • Deadlines & timing
  • Research journo / media + personalise
  • Be available
  • Community Newswire; Media UK
  • It's a story...
Photo by Alan Cleaver
12.

Customer retention...why?

  • Acquisition > costs 5x more than retention
  • Profitability increases over time
  • ...as trust increases, buy / order more
  • Reduce defection rate by 5% - more profit 
  • ..dramatic effect on bottom line
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13.

Customer SATISFACTION & LOYALTY

  • Give a great and unforgettable experience
  • Exceed expectations
  • Follow up on feedback (& thank!)
  • Ask in the right way
  • People pay 2x attention to friend & family
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14.

SOCIAL VALUE ACT

  • WHO?
  • WHAT?
  • WHY?
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15.

over to you - let's crowdsource

Photo by D.H. Parks

Jamie Veitch

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