The Small Business Big Marketing Podcast with Tim Reid

349 - How to integrate old-school marketing with your online efforts.

Jan 31, 2017

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Old school marketing is often neglected these days at the expense of ensuring a business's online footprint is humming. Well, it doesn't have to be one or the other ... both should and can work in harmony.

Previous guest Carmen Sognonvi is the owner and General Manager of Urban Martial Arts in Brooklyn. In just four years she tripled the number of students enrolled and she did it by focusing on old school, traditional marketing tactics and complemented them with highly effective online efforts.

Urban Martial Arts have spent some serious time and money on their brand to make them appear bigger and better than their budget should allow. They're often asked where their headquarters are or if it's part of a chain. Since the beginning they have focused on bringing the friendliness of a Ma and Pa shop (which they are) and the professionalism of a fortune 500.

Carmen's marketing prowess doesn't stop with the old-school traditional stuff though. Urban Martial Arts have got some pretty sophisticated online marketing funnels set up to support their offline efforts. Plus they are doing some really cool video marketing. Check out this 9 minute, story driven piece of content that they have on their about us page.

So listen in as Carmen walks us through her killer traditional marketing strategies including:

Promotional booths
Fliers
Signage
Email Marketing
and much, much more

I also share another low cost marketing idea in What Have You Got To Lose? Today’s idea will show you how to create an ebook in 3 simple steps.

And we go back into The Small Business Big Marketing vault, revisiting a past episode in which we caught up with Kylie Roberts of Aleenta Barre (which is sort of like a ballet studio that incorporates elements of yoga and pilates). She’s one of the few business owners I’ve spoken to who has invested in creating a scent as part of their branding.

Yep, another big episode of your favourite marketing podcast. Let's go!

EPISODE TIMELINE

00:00  Two marketing insights
01:15 Teaser
01:50 Welcome & overview
04:27  How to create an ebook in 3 simple steps
08:02  Insights into Workplace Assured
09:10 Today’s guest introduction - Carmen Sognonvi
10:50 Interview with Carmen Sognonvi
01:08:00  Insights into Key Person of Influence
01:09:15 My Top 3 Attention Grabbers from my chat with Carmen Sognonvi
01:10:53 Wrap-up and an insight in to both a past guest & next week’s guest

MY TOP 3 MARKETING ATTENTION GRABBERS

“People buy on their time, not on our time”. We never know when people will be ready to buy so we have to keep those marketing initiatives going and not get discouraged.
Being strategic when hiring a spot for a booth at a local street fair. Exchanging contact details for a free trial (rather than merchandise).
General respect for old school marketing and how it can seamlessly integrate into online efforts.