Saturday, September 13, 2008
From Small Fuel:
5 Tips for Successful Long-Term Marketing
We all try to convince people to buy on first contact, but the reality is that this situation rarely occurs. Some report that it takes about seven or eight points of contact before you convince someone to buy
This is why taking a long-term view, and marketing consistently, matters so much. The more a person sees your logo, your name or your product, the more likely that person is to move from prospect to buyer. Exposure counts and you need to do everything you can to make that exposure happen.
Most people make half-hearted attempts at marketing. They skimp on expenses and advertise only every now and then. It's true that it can get expensive to continually buy ad space or maintain marketing campaigns.
But if you don't have the consistent exposure, you're losing out on sales.
Focusing on the short-term immediate costs isn't the way to go;. Marketing is a long-term affair. Its goal is to increase your sales over time and grow your business from a clientless entity to one with a solid base of customers.
Here are five tips to help with your long-term marketing ventures:
Have a long-term plan.It's not enough to know where you want to be in six months or a year. Know where you want to be in two years, five years and even in ten years with your business. By knowing what you want to attain over time, you can create a strategic marketing plan to help you achieve growth milestones along the way.
Follow through with every contact that occurs.If you receive someone's email address, send a note a week or two after they contact you to follow up and ask if they have questions. You could even call them – a voice has greater impact than a text message.
Find ways to achieve long-term exposure.Short marketing bursts are nice, but maintaining advertising in a location that many consumers can notice over time produces better results. Posters are a good idea; banner ads on websites are another. Visual impact counts.
Focus on one marketing strategy at a timeWhen you create three separate means of exposure, for example, it's tough to know which one made clients noticed you more and which method was the most effective for the cost involved.
Examine immediate costs of versus long-term income.In many cases, investing $500 sounds like a lot of money to a new business owner, but if the expense offers the potential to bring in $10,000 worth of sales over one year, the immediate cost becomes negligible.
Always try to plan the goals you want to achieve from your marketing campaign. Analyze the related expenditures and the potential gains before making a decision. With a clear milestone in sight, you have a better opportunity to choose the method or strategy that works best with the budget you have.
And when you do make your choice for the tactic you think will work best? Measure, measure and measure again. By doing so, you'll make more informed decisions later on down the line.Sphere: Related Content
According to AdForum:
|View these FREE until September 19th:|
Here's some advice from Sales Guru Jill Konrath:
Posted: 03 Sep 2008 09:40 PM CDT
Corporate decision makers won't have anything to do with you if you're giving them the same old spiel that you give everyone else. Want to find out what works today?
Then check out my most recent podcast, Promiscuous Prospecting, on Salesopedia. It's only 10-minutes long and you'll pick up a few tips - guaranteed!Sphere: Related Content
Friday, September 12, 2008
Wrapping up the day with this from Mediapost:
Okay, it's 4:30 Friday afternoon and I'm lumping together 2 topics because that's the way they were sent to me in an email this morning from Adweek.
Look for Friday Finals around 6 this evening and then more Saturday & Sunday.
Time to take my daughter out for her quarter century birthday!
Weight Watchers' Tales of the Tape
A translucent sculpture of a woman glistens in the afternoon sunlight in a downtown park. The public exhibition is part of McCann Erickson's new work for Weight Watchers.more >
Pafenbach Joins Hello Viking
Alan Pafenbach, the former Arnold managing partner and executive creative director who helped shape Volkswagen's lauded "Drivers wanted" campaign, has joined virtual agency Hello Viking as partner and chief creative officer. more >
Analysis: Feminism's Next Wavehere
Adweek's ad critic Barbara Lippert takes an in-depth look at Sarah Palin, and asks if the GOP vice presidential contender is the ultimate modern woman -- or her polar opposite. more >
Profile: Jennifer Parke
Boombang's Jennifer Parke saw the true potential for marrying advertising and product design early on. more >
|Mark Dolliver's Data Dose|
|The rise of newer technologies for accessing music hasn’t extinguished the appeal of radio, finds a Rasmussen Reports poll. Asked to cite the device they use most often for listening to music, 42 percent of respondents said it’s radio (with another 9 percent picking satellite radio). Twenty-five percent mentioned a CD player, 14 percent an MP3 player and 5 percent a computer. Sixty-nine percent “rarely or never” download music; 5 percent do so at least once a week.|
In the 15-plus years that I've been teaching entrepreneurs about
sales and marketing, the most significant barrier to success
named by my clients and students is that they simply don't like
to market and sell.
The roots of this dislike are varied. Sometimes what gets in the
way is fear of rejection, or self-doubt of one's abilities.
Other times it's lack of knowledge or inexperience; most of us
don't like to do things when we feel we can't do them well. But
a theme that rears its ugly head over and over again is this: a
belief that sales and marketing is dishonest, manipulative, and
You might expect me to argue that these negative portrayals of
marketing are not true. But in reality, they often are. Most of
us experience on a daily basis inauthentic marketing,
manipulative selling, and attempts at persuasion that rub us the
wrong way. When we note our distaste for these tactics,
consciously or unconsciously, we allow them to color our
attitude about marketing in general, and our own marketing in
Of course we don't want others to think of us as untruthful,
manipulative, or pushy. So once we characterize sales and
marketing as deserving of those adjectives, a natural outgrowth
is that we begin to avoid doing it.
I'm not suggesting that you, the person reading this article,
are a sleazy marketer. In fact, I suspect it's much more likely
that you aren't. But it just may be that you need to convince
yourself of that truth in order to raise your comfort level
about sales and marketing. To that end, I offer the following
You are NOT a sleazy marketer, if:
~ You only promise what you know you can deliver. You don't make
unrealistic promises and overblown claims, because you know they
backfire in the long run. Even when exaggerations like these
convince customers to buy, when their purchase doesn't live up
to the hype, they feel misled and dissatisfied. Unhappy
customers don't make repeat purchases or refer others.
~ You always represent your abilities and experience accurately.
You're not afraid to let customers know how good you are at what
you do, but you don't feel the need to fabricate a background
that doesn't exist. Instead, you play up your strengths, tell
stories about past successes, and rely on positive references.
~ You explain why you are good rather than why the competition
is bad. You know that running down the competition only makes
you look jealous or defensive. Your competitors are also your
colleagues, and can often become some of your best referral
sources. You don't hesitate to stress your unique competitive
advantages and emphasize the benefits of your products and
services, but you do so without disparaging others.
~ You never trick people into taking or returning your calls.
You wouldn't think of asking someone's receptionist to put
through your call by giving misleading information. Nor do you
leave voice mail messages implying that your call is for a
purpose other than the real one. The most productive sales
conversations are always with people who are open to having
~ You ask for permission to follow up or to add prospects to
your list. When you ask a prospect "may I call you again next
quarter?" you are both agreeing that a follow-up conversation is
worth having. You'll feel more confident making future contacts
when you know they are welcome. You also know that subscribing
people to your email list without permission only annoys them,
so you always ask first.
~ You stop selling when it's clear the customer doesn't need
what you're offering. In a sales conversation, of course you
respond to objections with counterpoints, but you do so
respectfully, and never push customers past their own comfort
zone. When prospects make it clear that they don't have a
current need for your products and services and don't wish to
continue hearing about them, you thank them for their time and
Post this list by your computer and your telephone. Read it over
before writing marketing copy or making sales calls. Do whatever
it takes to reassure yourself that your own sales and marketing
is honest, ethical, and authentic. Once you are confident that
any hint of the sleaze factor has been eliminated from your
marketing, it's my bet that you will want to engage in sales and
marketing more enthusiastically, with more pride, and more
Copyright © 2008, C.J. Hayden C.J. Hayden is the author of Get Clients Now!™ Thousands of business owners and independent professionals have used her simple sales and marketing system to double or triple their income. Get a free copy of "Five Secrets to Finding All the Clients You'll Ever Need" at www.getclientsnow.com.
A few days earlier than usual, from my email:
|Wizard Partners Australia. Call Us: (07) 4728 4866|
Sometimes, the best price is free.
From the MarketingProfs.com site:
Give to Receive
"There's still something to be said for a free sample of a product," says Mike Essex, who has made a sport of seeing how many he can receive in return for promising an online review at his blog. While the premise of his activities fall outside the marketing mainstream, his experience has produced four key takeaways that don't.
Here's why the Blagman (a term Essex uses to defines himself and which he glosses as "someone who attempts to get products for free") believes a gratis sample is far from a something-for-nothing proposition:
- You build brand loyalty by engaging customers in a way that makes them feel valued and gives them the prospect of delving deeper in to your product range. They're also more likely to reward you with a larger purchase than they might have made in the first place.
- You demonstrate the worth of your product or service by letting potential customers give it a spin without obligation.
- You earn additional word of mouth from satisfied customers who are doubly impressed by a no-cost trial.
- You one-up the competition by grabbing the attention of decision-makers—and even those who influence their decisions—with an offer almost no one will turn down.
The Po!nt: "Whether giving away old stock to encourage new purchases or simply giving a core product away and selling add-ons there's no reason any company can't reap the benefits of a simple effective drop of free products," says Essex.
Source: Article submitted by Mike Essex.Sphere: Related Content
I hope the title of this article caught your attention.
This is a true story, first person account of what happened to Skip Lineberg at Maple Creative.
He wrote it on his blog for the world to see.
Fortunately he did not name names.
Actually I think he should have.
Read and learn the lessons.
Your customers are constantly deciding if they want to keep giving you their money. And they are talking about you to anyone that will listen.
Are you listening?
I quit my dry cleaner this month. Bolted ... dropped the deuce. Peace out.
Quietly, without drama or fanfare, I switched from Drycleaner P to Drycleaner G. I never told the folks at P that I was leaving. I seriously doubt if they have noticed. Once I had made the switch, I told three friends about my experience.
Why did I leave? And more importantly, why should you care? My behavior as a consumer was wholly typical and representative ... it's a mini case study. I left my drycleaner for the same reasons--and in the same manner--that all customer leave all service businesses.
Reason #1 - Quality.
Drycleaner P stopped being careful with my clothing. I don't have time to replace buttons, and I don't like to spend more money to buy new pants that have been nuked at 1000 deg Kelvin with old press pads. So, their quality of service plummeted.
Reason #2 - Service Personnel.
At Drycleaner P, the long-time service rep (the clerk who greets you and takes care of your pick-ups and drop-offs was friendly, polite and helpful. The person who was hired to replace her was zombie-like in her glazed over, cold, distant manner. It comes down to the leadership (in this case the owners). I want--and I deserve--friendly service from nice people. (Hey- this is West Virginia, after all.)
Most customers, when they leave ... when they decide to quit you ... do not leave in a bombastic, confrontational way. In fact, most never even tell you that they are about to leave. They just leave. And it's because of the fact that 96% of humans prefer to avoid conflict or confrontation. We simply do not like to address the unpleasant stuff, like complaining about something. Ironically, they won't tell you that they are leaving, but they will tell others (4 to 5 people on average) why they left.
What does this mean for you and your business?
From a basic business perspective, it provides a very meaningful reminder that you can never quit striving to provide the best service at a very high quality level. It is an absolute must to have the best, most capable, friendly people interacting with your customers.
Where does marketing fit in this?
Now from a marketing perspective, this story demonstrates that you have to ask your customers if they are satisfied. They will not initiate such conversations. Ask them: "How are we doing?" "What could we do better?" "Have we done anything to irritate you or anything that has inconvenienced you lately?" Marketing geniuses understand that marketing is a conversation and also a feedback loop. They know that marketing serves two masters: 1- finding customers and 2- keeping them happy.
Staying Top of Mind (Without Being a Pain In The Neck)
Thursday, September 11, 2008
New Convertibles Take Aim At The Middle-Aged Blues
Nissan's Infiniti has announced a new drop-top version of its G37 sports coupe. General Motors will deliver the Camaro convertible by June 2010. And Toyota's Lexus will unveil an open-air version of its sporty IS. All of them are targeted to empty nesters hitting their peak buying-power years and craving a little reward.
"It's one of those urban myths that's not a myth," says Jack Nerad, analyst for Kelley Blue Book. "There's a romance associated with them." The median buyer's age of one of the most popular convertibles, the Ford Mustang, is 44.
About 2% of car buyers will buy a convertible, says Tom Libby of Power Information Network. "It's small, but it's stable," he says of the market. And affluent. That's one reason some of the most prominent convertibles these days come from luxury brands, such as BMW, Mercedes-Benz and Cadillac. Most convertibles are variants of performance or specialty models. - Read the whole story...
Ocean Spray Sponsors Cranberry Recipe Competition
Food Navigator USA
Ocean Spray, the cranberry agricultural cooperative, is forking out $50,000, as well as a year's supply of cranberry products, to the winners of a competition to find the most innovative cranberry recipe at both the foodservice and consumer level.
Marketing efforts such as this have resulted in a growing consumer awareness and interest in cranberries, especially for its benefits for urinary tract health. Although the berries hold no health claims in the U.S., Ocean Spray has in large part carried the message through to consumers via awareness campaigns that do not form part of its direct product or juice ads.
As well as promoting awareness of the berry's benefits, Ocean Spray's efforts also aim to promote awareness of the product's versatility in different applications. The current contest has already drawn up a list of finalists that have used the berry in dishes such as Zesty Sweet Potato Gratin with Cranberry Crisp, Cranberry-Thai Glazed Flame-Roasted Pork Loin, and Warm Chevre Crostini with Cranberry Basil Tapenade. - Read the whole story...
Nike: 'Here I Am' New Slogan For Young European Women
The Wall Street Journal
The New Card On Campus: Prepaid Debit
The Wall Street Journal
Almond Growers Sue USDA Over Pasteurization Rule
The Los Angeles Times
It's time for your weekly fix of entrepreneurial ideas! Our latest issue is now online. Here's
a quick run-down of the promising new businesses featured on Springwise this week:
Ponoko ID lets shoppers and designers collaborate
Style & design / Retail
Shoppers who have a great idea for a product but lack the skills to
design it, can now put in a request on Ponoko ID and have expert
designers bid to create it for them.
HarperCollins hopes crowds will spot next bestseller
Media & publishing
Publisher HarperCollins aims to unleash the wisdom of the crowds
on mountains of unpublished manuscripts. Writers can upload (part
of) their work to be judged by amateur talent spotters.
A million sheep, a million stories
Fashion & beauty / Eco & sustainability
New Zealand merino wool clothing company Icebreaker now allows
customers to trace each garment they buy back to the sheep stations
where the merino fibre was grown.
Sticky car art with a crowdsourcing twist
Automotive / Style & design
San Francisco-based Infectious offers a range of car stickers
designed by artists from around the world, but it also lets consumers
submit their own designs.
Branded brands in the kitchen: a made-for-iPod fridge
Homes & housing / Entertainment
Following in the tracks of cars that have added iPod integration,
Slovenian appliance maker Gorenje has unveiled a "Made for iPod"
refrigerator that is specially designed around iPod Touch technology.
Louis Vuitton's walking tours of Beijing, HK & Shanghai
Travel & tourism / Marketing & advertising
Louis Vuitton Soundwalk MP3 audio guides are designed to give
users a vibrant portrayal of three Chinese cities -- Beijing, Hong Kong
and Shanghai -- each led by an icon of Chinese cinema.
Laundry service by the locker
Life hacks / Homes & housing
Catering to those who are frustrated with the inconvenience of
traditional laundry and dry-cleaning services, Laundry Locker offers
on-site service through lockers located in apartment buildings.
Customizing sneakers with removable stickers
Fashion & beauty / Style & design
UK-based Sneakart offers users the opportunity to customize their
sneakers via Sneakskin, a super-thin, flexible, durable and waterproof
graphic film that can be applied to white and light-coloured shoes.
Generating electricity by working up a sweat -- update
Eco & sustainability / Lifestyle & leisure
The Green Microgym, which just opened last week, is a 2,800-sq-ft
neighbourhood gym that generates a significant portion of its own
electricity through the sweat-producing efforts of its members.
Sphere: Related Content
Fashion blog is a street version of shopping mags
Fashion & beauty / Media & publishing
Most street-style fashion blogs serve their readers primarily as
sources of inspiration, but a new London-based blog has added an
e-commerce twist to let readers click and buy the looks they like.