A tightly focused “guerrilla” marketing program, when done right, can help a company accelerate its sales at a fraction of the cost of traditional programs and campaigns.
As the economy starts to rebound, now is a great time to re-energize your marketing programs and focus on Marketing that Sells. Start by asking and answering the following questions:
Are my marketing programs maximizing awareness and lead generation at minimum cost?
Do my website, collateral and PR messages clearly communicate my company’s Unique Selling Proposition (USP), and why customers should pick us over the competition?
Is there effective hand-off of sales leads from Marketing to Sales, and am I sure that my Sales team is following up on every lead?
Do I really know what my Return On Investment is from my marketing spending?
Once you’ve answered the above questions, do what top companies are doing today, to maximize marketing ROI through …
Attend organization meetings
Where do people in your target market hang out? Research this, and then plan to attend a meeting or two to mix and mingle. What better way to meet and get to know these individuals while learning more about the market?
Offer to speak at a meeting or conference
What do you have to offer that you feel could be of value to those you are trying to reach out to? Present a short talk or slide show on a helpful topic. Be sure you present something of value to the group. What helpful tips or other material would hold ther attention, and entice them to learn more about you and what you do? Just give them a small taste of your skills and knowledge. Chances are, they will want to talk to you after the presentation.
Advertise in publications your target market reads
The Internet is …
So make sure you keep a list of all your customers. Compile this list in a database of some sort and guard it with your life. Lists are often-times considered the most valuable assets a business can have.
Then send out follow-up/thank-you info to keep the number of refunds down. You can also use this database to send out more offers to your group of clients. Just be sure you send out offers for items related to the product they already purchased.
Like I just mentioned, many successful businesses create new products just to sell to their current customers. This is a smart strategy — they already trust you so they are much more likely to buy from you again.
Another idea is instead of making your current customers purchase your newly developed product at full-price, you could give it to at least a few of them for free or …
Change, otherwise known here as action, occurs when people realize that the consequences of their actions, or in-actions, are no longer acceptable to them. How many people have tried to diet, and tried many of the hundreds available, but couldn’t keep the weight off or motivate themselves to keep up the discipline? It wasn’t until they were finally fed up with the consequences of being overindulgent that the motivation to pay the price was activated. It isn’t the diet that works, it’s the motivation. Therefore, what you see in the marketplace are more diets that are less “painful” (less price to pay) being made available to snag those who are motivated to do something but are not willing to pay too big of a price (no pain, no gain).
From a marketing perspective, inspiration can propel some parts of a potential marketplace into action. I like Home Improvement store ads …
People buy a product at the cheapest price they can find.
That is not true – if it was then companies like Rolex and would not exist – Timex would have put them out of business a long time ago. Despite the ease of research that the internet affords – buyers are generally lazy and don’t undertake full research. Even on eBay where it is far easier to check the relative prices of a product – people often buy a product at a higher price than they could. So what causes people to buy? These are called buying triggers – the most common are: Confidence in the seller. A high perceived value. Recommendations. Ease of purchase.
Blasting Myth 1:
Establish your credentials – for example we have over 20 years of business consultancy experience – so we know what works and what does not work in a business.
Find ways …
Marketing is all about fulfilling needs. That’s why marketers have to know the answer on what women want. The most important thing that every woman wants is security. They want to have a man they can lean on; to be secure in their love relationship; to be secure that they will make the right decision in buying a certain product. You have to persuade them in your offer, whether it is a traditional or online business. This doesn’t mean that you will hire some person who will be over-enthusiastic in describing new products like in teleshop ads. It is a fast selling processing, and women like thorough selling processes. They like marketing and persuading in a subtle way. They want to hear everything about your product. So, tell them all and educate them. Don’t sell them a product, sell them a dream, so they can imagine how your product will …
Prepare a mission statement
The mission statement should clearly and succinctly describe the nature of your business, services offered, and markets served in just a few sentences. A mission statement is a statement of who you are and what you stand for. It answers the question of why you are in business. Although there are many, many different theories on what makes a good mission statement.
List your ideal client
I cannot emphasize this enough. You have to know who your ideal client is, and what their issues are, extremely finitely in order to speak to them. You have to visually be able to see them in front of you and know what makes them tick. Be very specific in identifying your ideal client. Include age, sex, income, education, occupation, geographic region, lifestyle, attitudes, purchasing characteristics, etc. What are their values, what do they like to do. Really get clear …
First step of marketing success is understanding what strategies are available for you in your business.
From my own years of research I have found 74 different ways to generate a potential customer for every industry and that doesn’t include the dozens of ways to generate inquiries online. The 74 strategies are all used for offline promotion.
I’ll just share with you a few of the best, yet least known strategies here below.
Do you know what strategic alliance, host beneficiary and proactive referral strategies are? What about piggyback invoice mailings, reverse host beneficiary, invitation closed door sales, loyalty programs and school newsletter ads?
Of these strategies the ones I like the best are proactive referral systems, where you offer an incentive to your customers soon after they buy, to refer other customers to you and promote this through a letter to your customer within days after buying. This works …
As Webster Dictionary’s definition suggests, marketing expertise is base on obtaining objective knowledge and using it to develop methodologies and principles. It all begins with gathering, managing, analyzing and systematizing information.
Marketing is far more than tactics. A sound marketing strategy begins with analysis. Therefore the word ‘science’ aptly reminds us that first-rate marketers do their homework by researching the marketplace, competition and customer preferences, just to name a few. The goal is to take a crap shoot and turn it into an informed decision. Is there still risk? Absolutely, but it’s greatly reduced.
There are a number of textbooks devoted solely to the types, validity, merits, descriptions, etc. of various marketing research methods. Some are quite complicated, while others less so. Since research and analysis are particular interests of mine, I’m tempted to provide you with specific details on each type. But you’re in luck… I will resist the …