Clearly define the survey’s purpose.
Usually surveys are conducted to gain information that will help make better decisions. What decisions do you hope to make using the survey results? What other goals will be met by conducting the survey? If your survey is used to collect information to assist you in your marketing efforts, clearly identify your marketing goals. Also, have specific plans for how you will use the data once it is collected.
Use surveys that are brief and highly focused.
It is usually better to conduct a narrowly focused survey rather than a master survey covering many objectives. The best surveys take less than ten minutes to complete. A five minute survey focusing on information that will improve decision making is even better. Research shows that participation in surveys lasting more than ten minutes falls off dramatically. Include your most important questions and avoid those that are merely …
Review your plan daily.
From the plans that you created prior to the conference that identify who you want to see, what sessions you want to attend and what social events to go to, make a short plan for the upcoming day. That plan should have the specific people you want to look for and the specific events you want to attend that day. If you have unfinished items you had planned for the prior day, consider incorporating one or more of those items into the upcoming day’s plan.
Go into your networking mode.
Try to mix it up by visiting with acquaintances and meeting lots of new people. Keep your plan in mind when meeting new people, but allow for flexibility. Some of the best contacts are people that you meet by chance. When you do meet or visit with helpful people, make sure that you cover some of …
Small business advertising that doesn’t fit these criteria is mostly like throwing money down a hole. (Like I said, there are exceptions. But if you try to promote your business using public relations you’d better have a business that can benefit from that …plus get the help of a professional who specializes in it.)
Institutional … Madison Avenue type stuff … doesn’t work in small business advertising any more than it effectively works for big companies using it. It’s just that big companies typically have big budgets they can spend on bad advertising without going under financially.
That’s a luxury most of us don’t have.
Direct marketing is different. You can control its costs. Taylor it to your ad budget. And measure its effectiveness based on response to the offer in the ad or sales letter.
Examples of response triggers used in effective small business advertising include:
The Place of Printing Products
If your firm is struggling to stay afloat, it is time to reexamine the place of printing products in your promotions. Some of the compelling reasons big and small brands are still leveraging brochures as a promotional tool include:
- Versatility: Whether you are launching a startup in your city or participating in a business event, a brochure comes in handy to provide information about your brand and what you are selling. When you include your website address on these promotional products, you will also increase the chances of conversion.
- Comprehensive information: A small brochure can be packed with information and customers will always carry this away to learn more. This is not a flier that just features a promoted product. You can easily promote your brand by giving some background and your contact information.
- Effectiveness: According to DMA Research, over 79% of people take brochures
How do you avoid wasting your money on marketing that isn’t going to result in more clients and more sales? How can you ensure you’ll get the “biggest bang for the buck?”
The answer is to go back to your marketing plan and look at your goals and objectives. You’ll also want to look at who you identified as your ideal prospects or target clients.
Then you simply evaluate these potential marketing activities based on their ability to help you achieve your objectives, and their ability to put you or your company in front of your ideal prospects.
While sponsorships and donations are in part a goodwill activity and can be very worthwhile for that reason alone, if you are evaluating them from a marketing perspective (and I recommend you do, especially if you get asked to sponsor or donate frequently) you need to make sure they will give you …
A channel is the path used to transmit the message. Campaigns depend on various channels of communication to transfer information. An integrated campaign uses multiple channels simultaneously.
Channels include electronic, direct communication, and media. As a rule, select channels and sub-channels that your targeted audience uses regularly. Presenting your message in a format that your target audience is already reading can increase the probability of your item being read.
In a multi-channel world, communication has become increasingly complex and technology based. For example, the electronic channel uses email, fax, telephone and web sites to transport messages from you to your targeted audience.
Email provides a direct communication channel, rather than a broadcast channel. Fax transmission is a physical communication medium, and has a more official aspect than email. An agent-focused web site, if you place submission forms, online support, newsletters and visual impact on it, is …
Do a check up of your follow-up system from the time of precontact to six months later. Since only 2% of sales occur after a first contact and does not go up until the fifth contact — it goes to 80% then — what is your follow- up plan of action between the first contact point and the fifth?
This means that if you e-mail them once or twice there is less than 2% they will read it. People are very busy and even if you put the same message out week after week, there is less than 13% chance that they will even notice it’s the same message.
And they will need to see it at least 5 times before they will “really” read it. Follow- up is an easy plan, that is, once you sit down and plan it out.
I read a book this weekend, Marketing Outrageously. …