Blog, Home
Marketing Communications Strategy
Keeping up with Social Media is challenging. It is not that it is difficult but it is time consuming. I have to say though it is paying off as part of my Marketing Communications Strategy.
So what have I been doing? For those of you who have read the book you will know that I keep going on about the four key marketing mediums; Direct Marketing, Internet Marketing, Networking and Advertising and PR. Under Direct Marketing I have been sending out letters to organisations (enclosing a copy of the book) that work with new start-ups and small businesses i.e. enterprise boards, craft, food enterprises bodies, etc. Given that the letters have only gone out, one enterprise board ordered 50 copies to give them out at their Start Your Own Business Courses. I was delighted to hear this because this is my strategy and it does helps to get reinforcement from your market so that you know you are on the right track.
My Internet Marketing Strategy remains the same. I just wrote Millie's blog but my last entry for her was 23 October and I really felt bad but I have to be realistic about my time commitment. Millie and Matthew on Twitter have over 350 followers and their Facebook page has engagement on it with over 80 Likes. Has it paid off? I have to say not in book sales yet but in creating momentum for the book. For example, through LinkedIn I was very fortunate to get this article published in the business supplement of the Irish Independent. This was really great for me. I also feel that there is momentum building up on the web so will keep it up, including my own blog. I can see that people are reading it through my analytics, even as far as Lima in Peru which I was so delighted to see. Thank you all as it makes it worthwhile and I do hope you are getting some encouragement out of my blog to write your own book.
On Networking I continue to do talks at different events like Chambers of Commerce. The talks are about meeting like minded people and increasing my profile.
On PR, I am not doing too badly here. I have sent out Press Releases each week since January with copy of book and I did a radio interview recently for a local radio station's Small Business Show and it was great experience because it went on for 15 minutes. The interviewer had read The Cheese Mall and asked me very insightful questions. It is great it is on podcast because I could play it back and constructively review my performance. It was not bad for a first interview and while I know my material, it is still nerve racking. In fact I was more nervous listening to it back than actually doing the interview but Conn was great at putting me at ease.
So in summary am working hard to build up momentum under the four marketing channels. Oh I forgot to mention under my Direct Marketing Strategy I also wrote to the Minister for Education to suggest the inclusion of The Cheese Mall on the school curriculum for second level. I also wrote to the two largest book wholesalers with a view to making my book available in book stores. I mentioned in my last blog a real business opportunity coming up which would have been fantastic. Unfortunately it did not materialise due to budgetary constraints and it would not be fair to mention the organisation. I was just delighted that they considered it in the first place and obviously it is not the right platform for The Cheese Mall. I always look on the bright side because in business there are always ups and downs and you cannot let the 'downs' pull you down.
Please help me in spreading the word about The Cheese Mall as I need my web community to help me out here. Bye for now!
More Detail...
Posted on Friday, 27 January 2012 | 
By 
0 comments
Persistence is Key
When you believe in something, you have to keep going if it means working those extra hours even when you have worked your full day and you need to take some time out for yourself!
For those of you who are reading this blog and are running a small business, you will understand what it is like to take on something totally new and try to create an impetus in the market place. Well that's how I am at the moment with The Cheese Mall as this is all totally new to me. However, I believe in The Cheese Mall's simple approach and want to do as much as I can to get the message out there about it. But it comes at a price and that price is my personal time. Is it worth it? Yes I believe it is. It is not about ego or trying to prove myself right, it is just about doing what I believe in.
I always said and it is my own business philosophy, the market will determine the success or failure of The Cheese Mall. But I have to play my part in getting the message out there. It is difficult as I am very busy at the moment but it also is teaching me that in any business nothing happens unless we make a real effort to make it happen ourself. I got great traction and interest from my online network through LinkedIn, etc but when I stop my marketing efforts because of work pressures the market stops listening. This is especially through at the early stage of any new venture.
I will continue to 'walk the talk' through Direct Marketing, Internet Marketing, Networking and try to generate some PR activities. Ideally it would be great to take a month off from Beacon and do this just this but it is not possible because I have my clients to serve and they are too important for me and my business. So I will use the time I have to the best. I will be selective in my target activities and continue my marketing efforts creatively and intuitively.
I have had some good news which I cannot share with you at the moment because it is still at the confidential stage so bear with me. I will of course keep you posted on what is working and what is not working. One thing I do know for sure though is that 'PERSISTENCE' is key.
The Cheese Mall Launch
Launching a book and trying to run a small business is not for the faint hearted! Finalising the printing and bringing it all together was a real challenge but I got there and received my 1000 copies from the Printer on Saturday, 22nd October 2011. Now it is up to me!
So now I have 1000 books and the marketing begins. I have been very active on-line particularly on Twitter and Facebook. Trying to write the blog for Millie has not been easy - again it all comes down to time - and my clients have to come first. I have sent off requests to various entrepreneur websites telling them about the book and asking them for an interview/review. I also sent out an email to my network and got a fantastic response in terms of support and encouragement.
I will also send a direct message to my LinkedIn 500+ connections. I have noted a lot of DM's recently coming in from LinkedIn so hopefully my connections will not be annoyed. I just need to spread the word in as many ways that I can because I do not have the wheels of a Publishing House behind me.
Got some great PR in the local newspapers this week. Well my business associate Tara actually got the write up because I am giving a talk next week at her business network. I also have some promises from local papers to do reviews and radio interviews. I have not really started my formal Direct Marketing and PR campaign yet due to work pressures but am writing firstly to two key prospects and asking them to take The Cheese Mall. I won't tell you who they are right now for confidential reasons but if I seal the deal with them I will let you know because it is part of my overall marketing strategy.
One of my clients bought 50 copies of The Cheese Mall this week. I was absolutely thrilled not just because of the order but because of their endorsement and belief in me. We all need encouragement from time to time!
Will keep you posted about my progress. The online marketing has not delivered like I thought it would but it is very early days yet and I know I have to be patient. I am enjoying Millie and Matthew and I can have some fun with them on Twitter as they are such endearing characters and I am quite fond of them now.
For further details on the book click on The Cheese Mall on the home page and please spread the word out there if you are reading this blog because I sincerely believe that this simple book will help budding entrepreneurs to hit the ground running and alleviate their anxiety when they are starting up their business.
Marketing On-Line
One of the key messages in the book is that you have to use various marketing channels to create awareness. My emphasis for the moment has been on internet marketing.
On Twitter Millie and Matthew have over 150 followers. They have more followers than I have which is interesting considering all the attention I was giving to my tweets over the past year. I think the followers like the idea that they are different. There seems to be a real community on Twitter. I noticed a #SMEcommunity group which are Irish and which are gathering many followers and are going to meet up off-line.
It is incredible the power of Twitter and I can even see it myself as I take on the persona of the The Cheese Mall characters. Some of the followers for The Cheese Mall are my own business associates and it is really heartening how they are going out of their way to help me by giving The Cheese Mall mentions, retweeting some of their Tweets and answering them back when they pose a question as if they were real people.
Before I got my website I was listed on many free credible sites which offered free profiles. I made it my business one day to go back to all these sites, update them with the book, uploaded the video and the book cover. I also noticed over the last few days that the book is now listed in the Premium Catalogue of Smashwords and as I explained it means it is now being sold via Smashwords by Barnes & Noble, Sony and many other online booksellers.
This is great news but to be honest it is not reflecting in the book sales given the exposure on sites. Maybe it is the August silly season, I am not sure but I think it only goes to prove what I have been teaching and that is we have to target our customers using various mediums. Although online presents opportunity in terms of international exposure, it is not the panacea for growing your business as some commentators would lead us to believe.
I am looking at 1 September as the official launch. No big Fanfare - I don't do Fanfares - just me with the paperback version ready to go to market. It is an exciting time and as I said to my class this week, I have a set a target date for myself to determine whether the market wants the book as they will ultimately decide. I will do my part to create awareness but like any other entrepreneur out there, we have to be realistic and I have been successful in the past through persistence and believing in what I was offering. This is how I feel about The Cheese Mall. I believe passionately that this little book will take the fear out of starting a business and understanding 'what Marketing is really all about'.
Will keep you posted if anything exciting happens before the launch. In the meantime you might want to follow the guys on www.twitter.com/thecheesemall or LIKE their Facebook page on www.facebook.com/thecheesemall or indeed you might do Millie a favour and read her blog on www.thecheesemall.wordpress.com and perhaps leave her a comment.
Book on Smashwords
It has been an eventful few days and the book is now up on Smashwords.
http://www.smashwords.com/books/view/76626 I have to say once the formatting was completed it was really a very simple process.You just had to upload your Bio, a photograph, tag words and short synopsis of the book. I put the endorsement by Feargal Quinn as the synopsis. Once everything was uploaded in about 5 minutes the book was up for sale on the Smashwords site. I could not believe how simple it was. There are options to give your reader a free sample or taster and it is really so cool because it can be downloaded on Kindle, Sony reader, etc. I just picked up some interesting statistics today that Smashwords get something like 1,880,500 visitors to their site each month.
Once the book is approved for the Smashwords Premium Catalogue, this will mean no real formatting errors; it will be shipped out to their affiliates likes Barnes & Noble which are really big in eBooks. This means more sales but less percentage as the affiliates need to get their fee but it is all about exposure. Once I get this approved I can also put the book up on Amazon. I will let you know how this works when I do it. I think Amazon take 25% whereas Smashwords take 15% and the 1.8 million visits to Smashwords each month is a good footfall into their store as they say in marketing speak.
As the book is not being officially launched until I have the paperback version ready (my printers on holiday at the moment) I just put the link up today on general sites where I am listed as a business. I have not gone out yet to my official network on LinkedIn and Twitter. I have however announced the book on Millie and Matthews Facebook, Twitter and Millie's blog has the link. I also put it on Digg-It, not sure how this really works but will keep you informed where the sales are coming from and which links work best.
The You-Tube video is ready and it is on public view but again I am not announcing it just on my blog. Not sure if anyone is reading it but I do notice in my Google analytics that people are reading even though they are leaving no comments. That's okay as long as you are getting some good information for yourself. The You-tube link if you are interested in viewing is
http://www.youtube.com/watch?v=XD77oIFIG1s.
As I said to you before if you want to write your own EBook I gave you the links previously for the Smashwords Style Guide. It is really very simple to follow. In fact it is a bit surreal that your book is out there in cyber space and people may buy it. Let me know if you have any questions for me but otherwise just enjoy reading about my experience. To be honest, I am thoroughly enjoying myself J
Internet Marketing Strategy
The final editing is finished and I want to thank all my friends and family who helped here. Although everyone was fantastic in having to read the book over and over, I want to pay a special thanks to my brother-in-law Stephen Hennessy who had so much patience in reading through the book so many times to ensure there are no typing errors. Thank you Stephen!
Like any product or service that we are taking to market we have to have an Internet Marketing Strategy. The characters are up on Twitter. Last time I checked they had 62 followers. Naturally I am the one doing the tweeting and what is interesting they are getting more followers than me every day. I also have Millie, a character in the book writing her blog and I make it my business once a week to write something about their entrepreneurial journey - you know their ups and downs and the lessons they are learning. I set up the Facebook page for The Cheese Mall - thanks Nicola (my niece) for all your help. I have about 50 Likes so was able to get the
www.facebook.com/thecheesemall address. If you want to do this check out Amanda Webb's blog where she goes through this and it is so simple but you need 26 Likes on your business page http://bit.ly/pjdoxG - this is a step by step guide on how to do it from Amanda. I have some ideas for continued Facebook engagement for example competitions for best cheese sandwich recipe to keep it going as it is not a real shop so have to keep the fans interested in some way. I bought the www.thecheesemall.com domain name and this will be linked to a landing page on my website to buy the book. Enda from VidiQuest finished the video and it is just incredible. This will be my one minute advert on YouTube and will also take centre stage on the website.
I mentioned before that my website is getting totally revamped with a focus on the book and the landing page is critical so we are working on a design of it. Also critical is the endorsement from Feargal Quinn which is going to be on each page of the website.
I am on Twitter and LinkedIn as a business and have built up a very good virtual network. Naturally this will be used to its full capacity as soon as I have the printed book and the website revamped. The book will be on Smashwords early next week but I will not be announcing it to the market until the website is ready. I am setting myself a deadline of 1 September 2011 for the marketing campaign to be in full swing.
So this is my Internet Marketing Strategy. This is a powerful medium but it is only one medium and as I said before we have to use multiple marketing channels in order to create awareness. I will be sharing with you other mediums that I will be using. Like I said I am 'walking the talk' and taking the advice from the book.
Some Great News
I got some great news last week. Feargal Quinn has endorsed The Cheese Mall and has been very generous in allowing me to put his endorsement on my book. When he emailed to tell me the news it was surreal to be honest. I had to read the email over and over to make sure I was not dreaming.
With regard to the video, I got Enda Grace from VidiQuest to do it for me as he has done some great work for some of the major hotels here in Ireland. When Enda sent me through the link it was very exciting. I was out that evening but could not wait to get home so called it up on my phone while I was out with friends. How sad is that? Well I suppose it is a 1-minute advert and it is very important because it is intended to excite potential readers. When I opened the link and the first page came up with the endorsement from Feargal Quinn I felt really proud.
Enda did a great job in pulling it together. There are some minor changes which he is working on and as soon as he puts it up on YouTube, I will announce it on the blog.
When the final editing is done I can approach the local printer about costs for the first print run. Initially I was going to start with 300 but I am getting more confident now and will probably increase this. I also feel now I can contact the major book wholesalers like Eason's because of the Feargal Quinn endorsement.
I am meeting my web designer tomorrow and we are going through the changes we discussed previously to make the book the centre of the website. We are also going to sharpen up the content to reflect what I am really all about as a business. After all, this is one of the concepts I discuss in the book about defining your brand.
The marketing campaign has really not taken off yet but as promised I will keep you posted every step of the way.
Juggling the Business and the Book
When you are running your own business you have to keep focussed on what is most important to you and for me it is my clients. I cannot just stop everything that I am doing to concentrate on the book but I am giving it as much time as I can.
As a start, I am putting the book up on the eBook sites www.smashwords.com and www.amazon.com. There is a process that you need to go through in terms of formatting and the Smashwords Style Guide takes you through this process step by step. It is very easy to follow and once you have the formatting done for Smashwords it can be uploaded to Amazon quite easily.
I had hoped to put the book up this week but there were some final editing which I wanted to do. My strategy is to just upload until the website is revamped to see how it will do. So in other words I am not starting my marketing campaign. I will just tag it onto Smashwords and Amazon and see how many download samples it is attracting.
The way it works is that people can download 15%-20% as a sample before they buy it. To have it printed in hardcopy it needs to be type set and I am doing this myself. I am having it printed in Ireland as we need to support small businesses. I also got my illustrations in Ireland by a really creative individual from Carlow. His name is Derry Dillon and I can honestly say it was through his natural talent that my characters Millie and Matthew came to life.
My video advert is currently under production, again from a small Irish company. The three illustrations for the video were masterfully created by Derry and I will do the voice over. The video will only last one minute and it will play centre stage on my website.
If you have a book in you, why not do what I am doing. No matter who is reading this blog whether you are in business or not you may have life experiences to share. What I am sharing in my book is how to get it right first time when you are starting out in business and hit the ground running fast without waiting for a year or more and wondering why it is not working. As the weeks go by I will have more exciting things to report but right now I am still finalising the final version so will keep you posted.
Walking the Talk
I remember reading once that it is impossible to judge how a new President or Prime Minister will perform because they have never been in the job before. We have all seen over the years how people excel in roles as their determination brings out in them new strengths that they did not think they had. I guess this is like my self publishing journey. I know very little about it and this is my first time to ever embark on something like this. Well here goes!
As part of my Internet Marketing strategy I have set the characters up on Twitter and they are tweeting even before the launch of the book http://twitter.com/#!/TheCheeseMall. They have 38 followers. I also have Millie writing her blog on WordPress http://thecheesemall.wordpress.com/2011/05/07/getting-started/
I need to get my website revamped to market the book and I have been in discussion with my web designer. As I am on a limited budget I have come up with some creative ways to get the message out including a 1-minute You-tube video commercial. I will be delighted to hear what you think of it when it is ready.
I also wrote to a prominent business person to ask them would they endorse the book. It just felt right to pick this person but I am not going to say who it is as it would not be fair to them if they decided not to endorse. I do not know this person personally, they may not even write back but I had to ask them and they can only say NO and if I am really blessed they will say YES J
So what if they say no? Well I will just continue what I am doing. Persistence is key in any business. We have to have the resolve to succeed but I am also a strong believer that it will be the market who will ultimately dictate the success or failure of my book.
Never be a Follower
I always say in my marketing programmes that you should never be a follower and always try to be different. In my case was I going to write another book on marketing or do something different?
Well I decided to walk my talk and came up with the idea for The Cheese Mall based on two characters Millie and Matthew who were made redundant. They are not human but two twin mice - brother and sister who will open a shop called The Cheese Mall in a very competitive environment. The book follows their entrepreneurial journey from being made redundant, coming up with the idea, writing their business plan and having to present it to the bank for approval.
Part of their business plan focused around their marketing communications strategy i.e. how they were going to let the market know that they were open for business. I am a great believer that we have to use multiple marketing functions rather than just relying on one element of the marketing mix. So in the book I outline what Millie and Matthew have to do to build a brand and create awareness in the market place.
I am going to self-publish the book and use all the advice that I gave to Millie and Matthew in the book to market my own book. Am I excited, you bet I am. Not only is this an exciting journey for me but iI sincerely believe that with this book I am helping entrepreneurs to hit the ground running when they start their business.
It does not have to be a struggle for them. We have all been there when you start out and you do not know where to begin and it can feel like a struggle. I believe Millie and Matthew's journey will help new start-ups overcome this struggle and enjoy the decision that they have made to be in control of their own destiny.
Blog categories
Blog Archive
- January 2012 (1)
- November 2011 (2)
- August 2011 (1)
- July 2011 (3)
- June 2011 (3)
- May 2011 (2)
- View older Posts (8)
What is an RSS feed?
Allan Shine, CEO, North Kildare Chamber of Commerce
