WELCOME
2009 Conference
Wednesday 16th &
Thursday 17th September 2009
www.awbenbusiness.com
HLA Conference
September 2009
“Recession Proof”
DIY Marketing
Modern Marketing Techniques
John Silvestro BA MCIM PGCE MIfL
www.awbenbusiness.com
A Little About John Silvestro
• 30 Years Strategic Marketing experience - 15 years at Director level
• Business development successes in a range of highly competitive
markets
• Experience in FMCG, Consumer Durables & B2B markets - Small,
Medium and Large organisations.
• Worked in marketing management for brands including Russell Hobbs,
Ariston, Elf Oil, British Polythene Industries.
• Successful Business Development and General Management
assignments in USA, Canada & South Africa
• Now a Business Coach, Speaker, Lecturer and Writer
• Notable Hobbies and Interests
• Has a top 50 youtube “Guitar Video Lessons” channel with over 6,000
subscribers
• Produced over 200 guitar video lessons which have been viewed on the
internet over 2,500,000 times
• Founded kickstartguitar.com, a guitar club website with over 500
members worldwide
www.awbenbusiness.com
Clarifications - Objectives – Promises
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Business terminology - You are businesses.
– Generate revenue Have costs & constraints Have strong “competitors”
Results Influenced by external issues Your “Customers” have other options
Powerful Profit Actions – 5 Key Action Areas
– Everything we discuss is relevant to ALL of you
– Low Cost – Low Risk – Bottom Line DIY Marketing – No “gimmicks”
– Some you won’t be doing now
– Some you will be doing now, but you can do even better !
Profit Actions Focus
– More new players by increasing your conversion rates (Convert Prospects to
Players)
– Getting existing “players” to contribute more
– Reducing Fall out Rate
– Improving your “profit”
No need to take notes
– Presentation will be made available
Time constraints = Only Bite Size snippets today
– If you apply “Powerful Profit Actions” correctly you will ALL increase your
revenue
by at least;
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Changes In Recession
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People Think & Do – Reduce spending
Peoples Priorities - Donate less
Peoples confidence – Fear = save
Companies mind set = Cost focus
Companies more aggressive = Passive to active
Work harder for less return – Less productive
Your “market has changed” All of these major changes affect;
Your sales
Fall out rate
How you work
Organisations who change their methods –
Successful
Organisations who stay the same while their
market changes - Decline
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Our Markets & Competition
(Our World By Association)
Charities
Lotteries
Gambling
Traditional
On Line
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TV
• Gambling
Key Changes, Developments
& Psychological Messages
Modernised
Online
Psychological messages are;
TV
Exciting - Fun - “Easy To Win”
• Lotteries
High Exposure - Prime Time - Technological
Psychological Messages are;
Fun - Win Big,
Don’t Miss Out !, If you miss out, you’ll be sorry !
• Charities
Large – Celebrity – Corporate endorsed
Psychological Messages are; Participate – Guilt –
Sympathy – Duty – Shame on you etc
They All Have 1 Thing In Common
They (Your competitors) are some of the most
aggressive marketing led organisations in the world
today
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Some Statistics & Data
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40% of UK people have stopped donating to charity Survey by Diamond
High St Betting shops report sales increase
National Lottery report best sales results in a decade
Over 50% of the adult EU population will be aged over 50 by 2015.
Over 11 million people currently registered disabled within the UK.
74% of people believe charities should bring issues to the public's attention
– (e.g. through advertising)
Survey of 1,000 16+ adults July 2008
Public belief of what is spent
Public believe acceptable
Charities spend on fundraising
35% of revenue
23% of revenue
Charities spend on administration
40% of revenue
12% of revenue
Conclusions
1 Charities decline v Betting Growth = threat to lotteries (Public reason to buy your lottery
tickets is more linked to charity than gamble)
2 Ageing population = Even more need to increase revenues in the future
3 Public believe “good causes” spend too much – Trust Issue !
4 Public don’t have a problem with you “marketing”
5 Your “competition” are powerful, aggressive marketing machines
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5 Key Action Areas To Increase your Sales & Profits
Achieving;
• 1 Psychological Copywriting In Everything
– Direct Mail
– PR (Press Releases, articles, features)
– Selling Activities
– Web Site
• 2 Attract New “Players”
• 3 New Products
– Existing Players & New players
• 4 Using Technology
– Live & Warm, Email Marketing,
– Getting “Viral”, Extending your boundaries
• 5 Taking “Powerful Profit Actions”
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Recruiting more new
players by
Increasing your
conversion rates
from prospect to
player
Getting existing
“players” to
contribute more
Reducing fall out
Rate
Reducing your costs
Improving your
“profit”
Action Area 1
Direct Mail
What Is Psychological Copywriting?
PR (Press Releases, articles, features) Selling Activities
Web Site
Structuring and content of communication
Through all mediums
linked to reader / viewer / listener key psychological needs and emotions
designed to stimulate / motivate / convince
reader / viewer / listener to take a positive action
Example; phone, email, buy, donate, participate, join, attend
Psychological copywriting is everywhere around you. Some Basic Examples;
Sale ends Sunday !
Films – 10% off ends Bank Holiday Monday
Only 10 available at this price
Every modern successful marketing led
organisation extensively deploys Psychological
Selling For Only 1 Reason ! – It Works !
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“Good Causes”
Example Powerful Psychological Subliminal Messages
Being Used Today To Stimulate Actions
You can afford it (Cost is not an issue, you don’t need to give up anything)
It’s your duty (Ownership, responsibility)
Our cause needs more than their cause (Priority positioning)
Our cause is YOUR cause (Relationships, Personal, ownership)
Look how far your money goes (Benefits, Visualising, feeling)
We need to reach this target (Responsibility)
We won’t reach this target if you don’t contribute (Emotion)
If you don’t contribute, shame on you (Shame)
We need you to contribute – NOW ! (Urgency)
If you don’t contribute now, you are responsible for the
outcomes (Guilt)
We did it (Pride, Participation, Clanism)
Good causes are aggressively pressing “emotional
buttons” to stimulate response.
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An Extreme Example
Shock & Awe – Responsibility - Desperate need – Personalising – Relationship
– Key Words & Phrases – Visualising & Feeling
Web
page
extract
If you love animals, join WSPA.
£3 a month can help stop 12000 bears being kept in tiny
cages and being tortured.
A wild bear taken by poachers may have less than a 60% chance of surviving the
non-medical procedure to create a permanent open wound in her abdomen from
which bile can be drained, twice every day, by re-inserting a catheter. Bile that’s used in
Traditional Medicine.
In the wild, where she’s free to roam, this bear might live to 25. Instead, she may have
to survive up to 10 years kept in a tiny cage, thrashing against the bars because
she’s unable to move around.
Undernourished and over-stressed, she’ll be forced to lie there in pain, in her own
filth. So please take action now. By donating £3 a month to The World Society for the
Protection of Animals, you can become a member and help us prevent cruel practices
like bear bile farming.
www.awbenbusiness.com
Key Action Area 1 Psychological Copywriting
in everything you do
Direct Mail
PR (Press Releases, articles, features) Selling Activities
Web Site
12 Key Points
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Set Targets ie; Money, equipment, aims, goals)
Make your targets WARM not cold ie; relate to benefit, aid, comfort, care etc
Inform of achievements; Past, present, future; uses, benefits, improvements
Stimulate emotions Responsibility, ownership, the most important cause
Inform Need to participate, Urgency, Reach “Must” Goals
Personalise; Your messages must be warm
Form Relationships (With your players of yesterday, today and tomorrow)
Visualise & Engage
Must Have a “call to action” ie; feed your email contact database
Differentiate your messages to your different audience profile
Pass the “So What” Test
Have a constant flow of communication
Profit Actions Guides Available
12 Profit Actions Guide to Writing Effective Press Releases
+ 7 factors press release “Guide Template” with sample press release
18 Profit Actions Guide to Effective Copywriting
+ 9 Profit Actions Guide to Psychological Selling
www.awbenbusiness.com
Key Action Area 2
Attract New Players
Who Is This Person ?
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Female
Middle Aged
Thoughtful
Generous
Sympathetic
Responsible
Friend or relative experienced “care”
How do you get this person to play ?
Simple – You inform them, you ask them
The Easiest Sell !
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Key Action Area 2
Attract New Players - Extending Your Base
Who are these people ?
young old rich poor fat slim married single tall short good bad bright stupid
emotional unemotional generous selfish aware unaware confident unconfident
rural city healthy unhealthy smart shabby managerial staff worker literate
illiterate computer lover web user magazine reader loves bbc loves itv2
tv watcher radio listener couch potato fit unfit image conscious attention seeker
workaholic lazy responsible irresponsible mature immature etc etc etc etc
Different: Beliefs, personalities, lifestyles, incomes, priorities
How do you get these people to play ?
Difficult – They are different – People are different
Communicate with them;
In language they will understand and relate to.
Through mediums you will reach them.
In ways that will get them to act.
With products that will get them to act.
www.awbenbusiness.com
This will link to
Action Areas 3,
4, & 5
Key Action Area 3
New Products - Aimed At New Players
Short Term “Special Lotteries” Example ideas
Don’t Rely Solely On “Care” Message
Target to raise funds for special “themed” dedicated uses
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Grandma’s Lottery
Grandpa’s Lottery
Heroes Lottery
Veterans Lottery
Make A Smile Lottery
Smile For A Day Lottery
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Give A Happy Day Lottery
“We’re Worth It” Lottery
Deserve A Break Lottery
Ray of Hope Lottery
Tears Of Joy Lottery
Your Lottery
Give your existing players more opportunities to play
Give potential new players opportunities to help causes they want to support
Action Point
Providing variety and new products is vital to
maintaining interest
Just like products, “new” causes stimulate “new”
interest. Make sure you are not a dated cause !
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Key Action Area 3 The Power Of New Products
Existing & New Players
Lottery Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Current Player Base
1
Current Player Base
2
Everybody does
1
Some do
1&2
Current Player Base)
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Current Player Base
2
New Player Base
3
New Player Base
4
New Player Base
5
Anybody do 1 + 2 + 3 + 4 + 5
Player bases can be differentiated by
different prizes / Rewards?
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Key Action Area 4 Using Technology – Live & Warm
Is Your Website a Lottery Ticket Selling Machine?
21st Century “TV Channel” website - checklist
Does your Lottery Website Have - Examples;
• Live Videos
– Appeals – Films - Information
• What you are doing, how lottery money is being used, why you need
continued support – contribute to your psychological selling messages
• Slide Shows - Visuals
• E-commerce facility to purchase and pay for lottery tickets
– Paypal, Credit. Debit cards – This is how people want to pay !
• Do you have your own dedicated Lottery website ! Or just an info page
• Drive people to your website – Place weekly winning
results only on your website ??????
Is your website a lottery ticket selling
machine
Is this type of site only for the big
boys Check my “hobby” site
Or a cold lifeless, dated, dull brochure
www.kickstartguitar.com
An interactive website is not a “would be
nice” To maximise revenue it is now a
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must have ! – and it’s cheap and easy !
Key Action Area 4 – Using Technology - Getting Viral
email & direct response marketing
The most powerful cost effective, efficient medium
• Benefits
– Extremely Low
cost “direct mail”
Circa 1p
– Automated - No
Hassle
– Segment your
mailing lists
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Uses
Form activities into campaigns
Builds relationships
Generates enquiries
Builds Multi level referral
Develop your “alliances” network
Extends geographic boundaries
Attracts Different profile “players”
Collect email address of every person that contacts you through
everything you do !
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Key Action Area 4 – Get Viral To extend your boundaries
How Effective Are Your Strategic Alliances & Networks
Organisation
or Person
Example;
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Are they working
Are they ongoing, continuous
Are they multi layered
Example
Me =
1
Family =
24
Parents club + associates = 2,000
My Club members
500
My Website subscribers
1,200
Youtube subscribers
6,500
Web video viewers > 2,500,000
Employees
Friends
Relatives
Clubs
Groups
Friends
Relatives
Clubs
Groups
Local
Regional
Action Point - Get Viral
Get more and more people to
do your job for you
Worldwide
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Key Action Area 5 Take Powerful “Profit Actions”
That;
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Gets peoples attention
Increase awareness of the importance of your cause
Keeps you in the media
Convinces people your cause is the most important
cause
Makes your cause the “must support” cause
Broadens your player base profile
Increases The Level Of Your Player Participation
Strengthens and extends your alliances & network
Simplifies & improves efficiency of your activities
Geared To
Increase Your Sales
Improve Your conversion rate
Reduce Drop Out Rate
Improve Your Profit through
reducing your marketing costs
Making More of Your Time
Vehicles
Increasing The Effectiveness Of Your;
Press Releases, Features, Stories, Direct Mail
Advertising, Email Marketing, Use Of Modern Technology
Psychological Copywriting, Networking, Strategic alliances
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Key Action Area 5 –
Profit Action Example 1 from 160
How Effective is Your Direct Mail
• Example; The most common misconception in direct mail “If they didn’t
respond, they didn’t want” This ignores the 6 hurdle process
• For the receiver to make a positive action, the receiver has to;
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1 Receive the envelope! right house – right person
2 Open the envelope
3 Read the contents
4 Understand the contents, not be confused
5 Be convinced and motivated to want to respond
6 Actually respond (Phone, mail back, email etc)
Because of these hurdles, you lose some prospects at every step!
Your campaign must be designed to minimise these hurdle losses.
Action Point – TEST THIS ON A SMALL SAMPLE !
Repeat Mailing 2 to 3 Weeks Later
- Increase Response Rate By Circa 50%
Follow Up Campaigns 3 times to - Double Response
Make your direct mail a “multi stage” campaign,
not just an activity
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8 Comprehensive Power Action Guides - Now Available
• 30 Profit Actions Guide to Increase your Sales
• 20 Profit Actions Guide to Improve Your Margins
• 20 Profit Actions Guide to Personal Selling
All Guides
include
Comprehensive;
– + 12 steps guide to effective customer sales meetings
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12 Profit Actions Guide to Effective Advertising
12 Profit Actions Guide to Effective Direct Mail
12 Profit Actions Guide to Effective Email Marketing
12 Profit Actions Guide to Writing Effective Press
Releases
– + 7 factors press release “Guide Template”
with sample press release
• 18 Profit Actions Guide to Effective Copywriting
– + 9 Profit Actions Guide to Psychological Selling
Information
Explanations
Working
Examples
Self Assessment
Checklists
Over 160 Powerful
Profit Actions
Complete 8 Guides
Set Website price £95
(HLA & LC) price £25
Go to special dedicated HLA / LC webpage to order
www.awbenbusiness.com/pagHLALC.aspx
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Business Development Services
Service
Examples
Normal
Rate
HLA & LC Rate
Marketing & Business
Development
1 to 1 Coaching
Develop
Strategies, Ideas, new products
Check, Modify, Improve
£150 per
hour
Extremely Limited Hours
Available
+ Travel
£25 per hour
“Select Group”
Action Workshop
(6 Delegates)
Develop a 2010 working strategy
framework, campaigns and
activities (Based on 6 delegates)
£200
Limited Days Available
£85 per person per day
“Small Group”
“Profit Action”
Training Sessions
(12 delegates)
Copywriting
Psychological Selling
Email marketing
Writing Press Releases
Advertising
£200 per
head per day
PR & Management
Email marketing database management
& campaigns including campaign reports
Press releases, articles, features etc
Writing or R&I (read & improve)
p/head p/day
+ travel & venue
+ travel & venue
Limited Days Available
Restricted numbers
£45 per person per day
Circa 1p to 3p per email
based on volume
£150 per
hour
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£25 per hour
And Finally
• FREE copy of powerpoint presentation
• FREE Self Assessment Software
• (In Microsoft Excel)
– 20 questions, 10 minutes to complete
– Assess how much you can improve your sales
development activities (Norm is at least +20%)
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WELCOME
2009 Conference
Wednesday 16th &
Thursday 17th September 2009
www.awbenbusiness.com