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Index S.no Topic 1.) 2.) 3.) 4.) 5.) 6.) 7.) 8.) Introduction Example of 2 companies Marketting Strategies Marketting ideas to increase sales and profit without effecting the budjet Marketting ideas to increase sales and profit on ecommerce Conclusion Referrence Bibliography
ANY ATTEMPT AT ANY LEVEL CANNOT BE SATISFACTORILY COMPLETED WITHOUT THE SUPPORT AND GUIDANCE OF LEARNED PEOPLE.WE WOULD LIKE TO EXPRESS OUR IMMENSE GRATITUDE TO MR. Prof. S.C. Sharma FOR HIS CONSTANT SUPPORT AND MOTIVATION THAT HAS ENCOURAGED US TO COME UP WITH THIS PROJECT. WE ARE ALSO THANKFUL TO ALL OTHER MEMBERS Nitin, Damini, Rajeshwar, Arvin, Saumya WHO HAVE RENDERED THEIR WHOLE HERATED SUPPORT AT ALL TIMES FOR THE SUCCESSFUL COMPLETEION OF THIS PROJECT
Management has forgotten, or never realized, the ability of the marketing function to help drive organizational change and leading to profit maximization through the small ideas that lead to the greatest profitable change of the century. Small, Quick, and simple logic that creates the Magic and lead the companies for a super power ups. Ideas have always played the most imperative role in making up the strength for the industry and getting it to the highest level as possible. Some ideas builds up making profit but side by side do not consider the effect in the quality of their products but the great marketing ideas are those which goes hand by hand with no effect in the quality but makes up profit. Growing and sustaining your business doesn’t have to be rocket science. Nor should it be expensive or difficult. There are many simple, low-cost ideas, tips and resources that can positively impact your marketing and aid in increasing sales and profits.There are lots of ways to influence sales, and that’s all “marketing” is, placing your product or service in front of potential customers’ decision-making processes, and enticing them to purchase. If marketing is about finding the right people to persuade, how do you know who wants or needs your product or service and will actually buy it?It’s actually all about perception, the perception of the customer and the most innovative ideas, the greatest products, or a superior service succeed only when you market within the context of people’s perceptions. You market to your customers within the context of their wants, needs, problems solved, or situation improved.
2 Companies that have been a great example on how to maximize profit by just a simple click of mind and idea : 1.) Mountain Dew
Mountain Dew Normal Pack(2010)
Mountain Dew Grip
The above two diagrams shows the mountain dew normal pack and the mountain dew grip pack out of which the grip pack is the latest of all. Ever imagine what margin of
. most of the people wont notice it that whats the difference. this small change is noticed by only few citizens but made a great or you can say huge profit for the company and still counting. its just another style but have you ever noticed that in grip pack the quantity is less comparatively to the old one but its an attraction and so no one has a problem with it. 2.profit would the company have gained by modifying this thing and presenting it in the market. .the first one with the shrek photo on it is the old one which has the opening of around 10 mm whereas the new one colgate total whitening has the opening of around 5mm or 6 mm...) Colgate The above diagram shows 2 colgate tubes.
it's just plain smart. it's all about building relationships between your company or brand and your customers.MOTIVATE ALL YOUR PROSPECTS. the actual number of contacts will depend on your industry and what you're marketing. but it's easy to see why a program that relies on a single tactic will fall flat. on a continuing basis. from cold to hot. And since no relationship is based on hit-and-run tactics. warm and hot prospects. . choose at least one tactic from each of the following groups. for example. Not only will it make life more interesting for you. Cold prospects are qualified businesses or individuals that presently know little or nothing about your company. at the expense of other tactics. this is a great time to break out of your old mold and adopt new ones that will help your company grow. but aren't ready to make a purchase. The best marketing mix reaches your prospects throughout all phases of your sales cycle. To find the right mix. A well-rounded program must employ a range of tactics that reach out to prospects in all three stages.before a sale is closed. Warm prospects have previously been exposed to your message and are familiar with your firm. have moved through your sales cycle or have come to you by referral and are the closest to making a buying decision. Think about your prospect database as if it were split into three groups -. it takes multiple contacts with prospects . And it's also often essential to combine marketing tactics with sales for that final one-two punch. Of course.some studies say as many as eight are required . you need a program that combines marketing with sales and "touches" your prospects repeatedly throughout the sales cycle. ALL THE TIME When it comes to increasing sales for your business. You see. If you generally rely on just one or two marketing tactics to reach prospects. The last group. If you focus exclusively on direct mail or PR.Turn Cold Prospects into Customers The trick is to create a blended program of marketing and sales tactics that incrementally move your prospects closer to a buying decision. 2 . you'll lose prospects along the way.cold.Marketting Strategies 1 . hot prospects.
.... Advertising media. advertising on related sites and in enewsletters. . for example.. including bylined articles and customer/client events. Online marketing.. a strong company Web site. Public relations tactics. send personalized email to your in-house prospect database... Select the marketing tactics that will work best for your company and combine them with sales activities. .. Direct mail and email solicitations to rented lists. allows sufficient space to educate prospects.. Direct mail. Combine your marketing with sales tactics. and direct mail are good tools for introducing new prospects to your company or product message. with its multiple inserts and emphasis on detailed information. including email to opt-in lists. for example..... including warm calls to prospect lists. and individual emails and sales letters to select prospects. Ongoing advertising campaigns that build on an established theme in print. This can be in the form of an electronic newsletter alternated with product or service messages. . including print.. plus online ads and search engine listings that are linked to your Web site. can help move cold prospects into the warm category. seminars. meetings and presentations where appropriate.. special promotions and events. Advertising. such as networking and cold calls to in-house lists. To reach warm prospects online.3 . and direct mail.. . Warm Up Prospects Many of the marketing tactics used to reach cold prospects are excellent at moving warm prospects further along in the sales cycle... Reach cold prospects with. Printing.exposing new prospects to your message in motivational way. . . out-of-home and broadcast.. provides an excellent opportunity to reach out to cold prospects.Open New Doors The marketing tactics that you select to reach "cold. Public relations activities. Multiple direct mailings to the same list. public relations. broadcast and out-of-home media as well as online.. including media relations.. Warm prospects respond to. . and a warm prospect may be converted into a hot one when he or she reads an article about your company in the trade press." qualified prospects should excel at opening doors -. advertising. bylined articles for publication. email newsletters and solicitations to your in-house database. are known to produce higher response rates.
for instance. A great tactic meets three criteria . Just remember to mix things up to create a well-rounded campaign that motivates prospects at all levels.. Tactical Ideas Can't come up with a group of tactics? Here's a virtual smorgasbord of ideas to get you started. .. In some cases. 5 . particularly those that provide a product or service through ongoing customer interaction. could run local cable television spots during home remodeling programs. email marketing. . or as complex as a direct mail package with multiple offers.. can't rely on marketing alone at this stage......adds the final heat required to close. .. . It reaches your most qualified prospects.. And it gives you enough space/time to tell prospects what to do.. And it can be hard to separate the best from the rest..Add Heat to Close Personal selling is often necessary to add the final heat to close sales.Motivate your hottest prospects with. Every great marketing tactic allows space or time for a call-to-action. But an effective tactic always tells prospects what to do next.. direct mail or direct response advertising alone can sell a product or fill seats at a seminar.. But many types of businesses. including kitchen design shows. . Email and direct-mail solicitations and catalogs.whether by telephone or in person . 6 . choose a group of tactics that reach your prospects no matter where they are in your sales cycle.. for example. A business that specializes in cabinet refacing. interpersonal contact .CHOOSE THE BEST MARKETING TACTICS Sometimes choosing the best marketing tactics is like going to a restaurant with an unlimited menu. It puts your message in the right context. And for many types of businesses.. For best results.that turns a hot prospect into a happy customer or client. Even entrepreneurs with tight budgets or small niche markets have dozens of options.when they were in the right frame of mind and most likely to be receptive.4 . So the final step in building a relationship with a prospect that goes far beyond the initial sale generally involves combining effective marketing with interpersonal interaction -the one-on-one stuff -. This can be as simple as a special offer linked to a toll-free number in an ad.. Their spots would reach a qualified target audience in the appropriate context .
.Radio advertising can be an excellent choice due to its ability to reach specific target audiences through select programming. and ads in online newsletters that reach qualified opt-in lists are often affordable options. regional or national editions of many consumer magazines.. Build your program starting with tactics that reach prospects who are actively pursuing the kinds of products or services you offer.. from media relations. For a well-rounded program. Shows and Displays . but you will expend more time interacting with prospects. if a tactic stops working. add tactics as needed to reach prospects wherever they are in the sales cycle. Nontraditional Media ... here's your chance to be highly creative.. Public Relations . remember to combine sales activities with your marketing tactics. special events and promotions. Quick Tips 1... .Whether you use trade or consumer press.. to taxitops and skywriting. retail displays make products stand out from others on the shelves. such as ValPak. you can quickly replace it with a better choice. you have many options for display and classified ads... .From stickers on fruit in supermarkets to your message on stadium snack trays. trade shows and conferences provide oneon-one time with prospects. using multiple toll-free numbers and asking prospects where they heard about you.. That way. ..... Email solicitations to opt-in lists are a lower-cost alternative to traditional direct marketing and work best in combination with an effective Web site. For manufacturers and distributors.Consumer expos.. consider alternative weeklies.Choose anything from billboards. including skyscrapers and the new halfpage ads.. . Television advertising is more accessible than ever thanks to local cable systems and a range of networks with niche programming. On a limited budget. subway and bus signage.. whether individual pieces sent to rented lists or marriage mail. 2.. 3.Try direct mail. You can purchase local.Display ads on targeted sites.. which is a low-cost way to reach households in targeted zip codes. Broadcast Advertising . And if you wish to market in select cities but find the major daily newspapers too costly. Track your responses by coding your ads. Direct Marketing .. more sales tactics may equal less out-ofpocket marketing costs. . to satellite media tours. Then.. .There are many forms of PR. Lower-cost tactics include articles written for targeted Web sites and participation in discussion lists frequented by your audience.. .. Online Advertising . Outdoor Media .. Print Advertising .
. most profitable clients or customers and cuts down on low-value price switchers . Instead of a constant barrage of promotions. The exact frequency you choose will depend on your industry and even seasonality. Here are 7 relationship-building strategies that will help you transform your company into a valuable resource.7 . The most effective programs offer graduated rewards. making your company indispensable is a vital key to marketing success. Today. whether a springtime golf outing. This rewards your best. Communicate Frequently How often do you reach out to customers? Do the bulk of your communications focus on product offers and sales? For best results. so the more customers spend the more they earn. Just choose the venue most appropriate for your unique customers and business. but for many types of businesses. and face-to-face communication to keep prospects moving through your sales cycle without burning out on your message. Offer Customer Rewards Customer loyalty or reward programs work well for many types of businesses. 2.INCREASE SALES WITH RELATIONSHIP-BUILDING STRATEGIES Want customers to think of you first when they're ready to buy? Successful businesses don't just communicate with prospects and customers for special sales. it's possible to combine email. companysponsored special events are returning to the forefront. 1. offer in-kind rewards that remind your customers of your company and its products or services.customers who switch from programtoprogram to get entry-level rewards. telephone contact. Hold Special Events With the renewed interest in retaining and up-selling current customers. direct mail. sprinkle in helpful newsletters or softer-sell messages. Whenever possible. it's important to communicate frequently and vary the types of messages you send. It's a terrific way to add value. Any event that allows you and your staff to interact with your best customers is a good bet. summertime pool party or early fall barbecue. 3. enhance your brand and position against your competition. from retail through cruise and travel.
Build Two-way Communication When it comes to customer relations. Launch Multicultural Programs It may be time to add a multilingual component to your marketing program. When was the last time you spent hours. Customers often make choices between parity products and services based on the perceived "customer experience. and a great way to cement lasting relationships. 8 . you might offer a Spanish-language translation of your Web site. and are showing greater interest in what they can expect from the "ownership experience.MARKET THE OWNERSHIP EXPERIENCE Right now. It seems customers are less motivated by promises concerning products or services alone. Enhance Your Customer Service Do you have a method for resolving customer problems quickly and effectively? Do you offer online customer assistance? One of the best ways to add value and stand out from the competition is to have superior customer service. Visit the Trenches For many entrepreneurs." . create positive word-of-mouth and increase sales from new customers as a result. Ethnic audiences will appreciate marketing communications in their own languages. Top-flight customer service on all sales will help you build repeat business. it's important to go beyond standard sales calls and off-the-shelf marketing tools in order to build relationships with top customers or clients. particularly those selling products and services to other businesses. Customers who know they're "heard" instantly feel a rapport and relationship with your company. 6. sending customer surveys (online or off-line) and providing online message boards or blogs. For example.4. or even a full day with a customer? There's no better way to really understand the challenges your customers face and the ways you can help meet them than to occasionally get out in the trenches. many small-business owners are feeling the bite of a recent change in customer focus." This is what they can expect to receive in the way of support from your company after a sale is closed. Try it. You'll find it can be a real eye-opener. or use ethnic print and broadcast media to reach niche markets." Use every tool and opportunity to create interaction. "listening" can be every bit as important as "telling. including asking for feedback through your Web site and e-newsletters. 7. Bilingual customer service will also go a long way toward helping your company build relationships with minority groups. 5.
Or suppose you send out a direct mail piece offering a money-back guarantee.whether a company and its products and services meets needs better than others . concludes that brand experience drives loyalty. Instead. To be consistent with today's new marketing approach. you wouldn't simply market a machine that promises less frequent breakdown.Instead of marketing what your product or service does. 9 .Match Perception with Reality The Wunderman Scorecard shows that "performance" . Unlike large businesses. perception and reality clash. For example.Take a Test Drive Whether your business has three or 30 people on staff. there's a disconnect between the promises made in your marketing and the reality customers face when measuring the experience they have working with your company. less frequent breakdown will result in lowercost operation and peace of mind for purchasers. But when you're unavailable. customers must receive consistent. this means changing from a purely product or service-driven approach to one that emphasizes what the customer can expect after purchase. your office staff is unsure of how to handle the calls. the question is: What kind of experience are your customers hoping to have when they buy from you? A recently released Wunderman Brand Experience Scorecard. positive support in order to remain loyal and for your business to build repeat sales. 24-hour technical support." or the degree to which customers have favorable interactions with your company.is only one part of the equation.an improvement over competing products which are more complex and consequently subject to greater operational problems. Just suppose your company marketed a machine with only eight moving parts . For example.and reality is often a stumbling block for entrepreneurial businesses. As a result. And what bothers customers most is when the reality of owning a product or using a service doesn't live up to the expectations raised by the company's marketing. 10 . So it's vital to keep all members of your staff up-to-date on your marketing programs - . Another extremely important factor is "treatment. small businesses tend to take customer calls inhouse. What happens when a customer has a problem or question? How easily is it resolved? The difference between perception . It shows that consumers will even pay a premium for brands they feel provide a better overall experience. you'd need to take it one step further and market the benefits of the ownership experience. but evening callers have to spend 20 to 30 minutes on hold waiting for service. if your marketing program promises prompt. a study that demonstrates the importance of customer experience. For many entrepreneurs.the expectations raised in marketing . which typically use outside call centers where personnel are trained to handle customer interactions in a proscribed way.
.which often generate the best results. and it will provide important clues to the ways you can more effectively market the ownership experience.Yes. emailing or stopping in (if you're a retailer) with a variety of problems or questions over the course of several weeks.. Most everyone has heard that "brainstorming" is a great way to generate creative ideas. And follow these important ground rules: . 11 . Suspend Criticism All ideas.. should be encouraged and recorded without comment or criticism from the group.. To make sure you're not letting customers down. or you can simply ask several friends to test your company's customer service performance by calling. . But do you really know how to use this tried and true technique? Generally performed in groups. making quantity much more important than quality at this initial stage. and as you continue to brainstorm together over time. I've participated in and facilitated brainstorming sessions ranging in size from just several people to about forty. The participants should be relatively at ease with one another. try experiencing each contact point in your organization from the customers' point of view.. This will keep all the ideas clearly visible.LEARN CREATIVE BRAINSTORMING Creative development starts with a core message built around benefits.. You can evaluate how your company performs by hiring a mystery shopping firm. even your bookkeeper if he or she sometimes answers the telephone . brainstorming is a fun way to get lots of fresh ideas out on the table and get everyone thinking and pulling together. Postpone Evaluation Brainstorming sessions are not the time or place to evaluate the merits of the ideas suggested. Begin by choosing a facilitator to record the ideas on large.and train them to handle inbound calls. The general goal of brainstorming is to collect as many ideas as possible. I recommend you keep your group on the small side.. they'll become more comfortable throwing out off the wall ideas -. But to start out. no matter how crazy they may seem. poster-size sheets of paper that can be stuck to a bulletin board or along the walls of the room. Over the years. That should give you the information you need to polish up your customer interactions. So don't suspend the process to evaluate the projected results of any single idea.
the group turned out dozens of viable product ideas.." Then you could brainstorm another list beginning with "flexible. Use Word Association This method involves brainstorming lists of words and then finding linkage between key words on each list. for example -. I began by posing a simple challenge -. you'd choose a word from each of the lists and creatively link them together. You could start with the root word "gel" and use word association to come up with a list of ideas including "flexible hold. provided you have the right group of people. brainstorming sessions are fast-paced and fun. "What do small business owners want?" Participants would then throw out ideas such as." Or you might select a feature of your new product -. Pose an Initial Question Suppose you had created a product for small businesses and were looking for a new marketing approach. Though all brainstorming sessions should follow these basic ground rules. Here are three proven methods to try: 1." In the end you might have four or five lists of ideas based on word association. there are numerous ways to approach the idea generation process. imagine you want to create a new slogan for a hair gel product. "to save time" or "to increase sales. a more structured approach to creative idea generation is often the best bet. As the facilitator. we gathered together a large group of experienced workers from throughout the manufacturing plant for brainstorming. . In short order. When I was called in by an auto parts manufacturer to find ways to use the company's rollforming expertise to produce additional products. This can sometimes result in surprising twists and turns. Participants should try to build each consecutive idea on the previous ones.one button operation. Build on Others' Ideas At their best. For example. management evaluated all the ideas to determine which products offered the greatest potential. Later.. Identify a Challenge Even the most difficult questions can be tackled by brainstorming.list anything made from rolled metal not presently manufactured by the company. 3..and open with a question. such as "How does one button operation help small-business owners?" 2. To build your slogan.. Try using these effective brainstorming techniques to come up with terrific ideas for marketing your own business. The facilitator might open the brainstorming session by posing a question such as. So while inspiration may come to you in the shower.
for example. Advertising in "search corridor" media -. Over the years I've defined a few simple guidelines any entrepreneur can use to select the best media for an advertising program. It's a matter of following three rules: Rule 1.is often a cost efficient solution. customers who are ready to buy your products or services will reach for a comprehensive directory filled with ads and listings. So if a newspaper claims to have a circulation of one million. This principle holds true for all media. though smaller audience. So whether you sell cakes or plumbing services. They're the media customers turn to when they've made a decision to buy something. then go through it to decide where to make their purchases. By creating special sections.such as the Yellow Pages and other directories -. if your customers don't read it for information on what you sell. and I'll offer specific help with different types in the coming chapters. Follow the Customer This is where things get a bit tricky. In this chapter. you'll learn an easy method for choosing from all media. its easy to become overwhelmed.SELECT THE RIGHT MEDIA FOR YOUR BUSINESS One of the biggest challenges small-business owners face is choosing the right advertising media and placing an effective schedule . So.without going broke. including television and radio.making a local newspaper whose readers reside in your market area a better choice. The key to selecting the right one is to choose the newspaper that reaches the largest percentage of your particular target audience with the least amount of "waste. Then following . Advertising in a newspaper that reaches a wide metropolitan area may simply be too wasteful for you -. such as automotive and entertainment. listeners or readers. you avoid paying to reach readers who don't fit your customer or client profile." That way. You should run your ads in the media your target audience looks to for information on your type of product or service. whose customer base comes predominantly from a five mile radius surrounding your location. then you may have to pay for the additional circulation of the metropolitan daily. for example. its advertising rates will be higher than those of another paper that is read by a similar. Following rule #1. Eliminate Waste Most media are priced based on their number of viewers. It's vital to run your ads in the right environment . you could place an advertising schedule on a cable channel that reaches your target audience with little waste. large daily newspapers have also devised search corridors in which certain types of ads and editorial are clustered. because the second guideline can sometimes negate the first.12 . Suppose you're a retailer. even if your neighborhood paper is a "less-wasteful" buy.generally where your customers expect to see information on what you sell. Rule 2. With so many media choices.
HELP CUSTOMERS FIND YOU . Buy Enough Frequency For your advertising campaign to succeed. your message must reach the target audience with enough frequency to penetrate. That's nearly half of all ad dollars spent by small businesses. look for a group of complementary media in which you can advertise with sufficient frequency to build sales..FAST Your small business can't thrive if it's hard to find. 13 . but they're just a part of the story. You might own a retail store that sells party balloons. . Telephone directories are the most common form of search corridor media. 46 percent went to Yellow Pages advertising. For best results. And since even people who pay for subscriptions to magazines. Newspapers provide classified advertising opportunities plus special sections that become effective search corridors. for some types of products and services. and online search engines have become overnight sensations when it comes to entrepreneurial marketing thanks to pay-per-click ads.rule #2. for instance. This will ensure your best prospects will be exposed to your message over time and successfully motivated to buy.. 3. There are also search corridors created by consumer and trade magazines. you'd select appropriate programming during which your message would be run in the proper context. it's essential to advertise consistently over a protracted period of time to achieve enough frequency to drive your message home. For example. As you construct your campaign. you wouldn't advertise a product for men during shows predominantly watched by women or vice versa. "Frequency" is the term used to represent the number of times your customer actually hears or sees your ad.. narrowly focus on a core group of prospects and buy as much frequency in your chosen media as you can afford. Are you making the most of "search corridor" media? Remember. telephone directories are the ultimate ad tool. And it's easy to see why. don't see every ad in each issue. In other words. Directories Of the $22 billion small to medium-size enterprises spent on advertising media in 2003. let's say you sell something that customers only need occasionally (so they don't necessarily have an established supplier at hand) or that's needed quickly when a special situation occurs. Choose the Right Media Where do your customers look first when they want to buy what you sell? Here are a few of your best search corridor options: . these are media customers turn to first when they've made a decision to buy something. and they should be an important component of your media mix.
And Metropolitan Home magazine includes a "Gallery" in the back with small-space ads where readers can locate the manufacturers of spiral staircases and factory-direct table pads. Daily newspapers have search corridors that meet the needs of all types of advertisers and consumers. in addition to classified ads. there are many other types of directories that provide excellent media opportunities. You'd benefit by having a standout ad in your community telephone directory because you'd reach customers with immediate needs who are more likely to look there rather than wait for referrals from friends or take the time to do extensive research. Most publish a Business section. These sections typically consist of small-space.. Classified advertising sections in newspapers nationwide are among the hardest-working search corridor vehicles. . .or perhaps you're a locksmith. Magazines Many types of magazines offer special sections in the back designated for "direct response" print ads. There are industrial directories and others that fit the needs of all types of b2b marketers.. For example. But newspapers also offer much more. might advertise in creative directories that production companies use to find crews when shooting televisionspots. black-and-white ads clustered together under a special banner . as well as special sections that may run only once a month or several times per year. Newspapers It's no surprise that newspapers ranked second (at 13 percent) after Yellow Pages when it came to claiming the largest percentage of advertising dollars spent by small and medium-size businesses in 2003.. for example.In addition to the Yellow Pages. for instance.. seasonally publishes a speciallybound dining guide that readers save to use time and again to find just the right restaurant. Boating World magazine provides a "Boats & Gear" section where readers can find ads for everything from drive-on docks for jet boats to remote controlled bow lights. . Travel. These become search corridors because readers turn to them when they want information on where to buy products or services in those categories. Even consumers who plan to shop off-line will . Home and Leisure.. Subscribers come to rely on the special sections and use them to "shop" when they have a specific need.thereby creating a search corridor... Magazines that reach a wide range of target audiences all offer search corridor opportunities. Paid Searches Over 100 million Americans looked for product and service information online in the past year and nearly three-quarters of them used search engines.. Entrepreneur magazine provides an "Opportunity Mart" that advertisers use to reach entrepreneurs looking for new business opportunities. according to a study from the Dieringer Research Group. A freelance cameraman. The Washington Post..
So it makes sense that pay-per-click ads have become a workhorse for small businesses. For example. In fact. Right now. rule No. have also added pay-per-click listings. here's how to apply my three simple rules to selecting media Rule No.research their purchases online prior to buying. 14 . With paid searches. 2 can completely override rule No. just examine the readership breakdown for each publication to see whether it efficiently reaches your customers. and are one way to guarantee your ad will show up at the top of search results. 1.com. such as Verizon SuperPages.70 in brick-and-mortar sales. a major metropolitan daily with hundreds of thousands of readers may offer too much "wasted circulation" for a single retail operation that draws its business from its immediate neighborhood. according to the Newspaper Association of America. 1 – Select the newspapers that reach your target audience with the least waste. Google provides regional and local targeting with AdWords.CHOOSE THE RIGHT NEWSPAPERS Newspaper ads play a big role when it comes to marketing a small business. for every $1 spent online. and Overture's Local Match is available on Yahoo! and Overture's other publishing partner sites. The new local programs offered by search engines allow you to target a specific geographic area and purchase more valuable keywords or "terms" at a lower total cost. This rule is easy to apply. 25 percent of commercial searches by online consumers are local in nature. 2 – Select the newspapers your target audience reads for information on what you market. In some cases. Some online Yellow Pages. market-wide daily. you select keywords or keyword pairs and your ad appears each time someone searches on them. the Internet influences $1. While it's important to make newspapers part of your marketing mix. Rule No. After all. Suppose you're choosing between a local. Do you know how to choose the right papers for your growing company? The number of choices are staggering. . More than half of all adults in the top 50 markets read a newspaper every weekday. neighborhood newspaper and the major. To start your media selection on a sound footing. and 62 percent read a newspaper each Sunday. Pay-per-click ads are offered by all the major search engines. it's easy to overspend on ineffective campaigns. Since advertising costs are often based on circulation. So it's easy to see why newspaper ads are central components of many marketing programs. newspapers come in all sizes and descriptions and they reach a dramatically high number of Americans.
Rule No. Unaudited If a newspaper is audited. So all other aspects being equal. Delivered When newspapers are distributed in bulk. it's an indication that its circulation figures are accurate .. 3 – Select the newspapers in which you can afford to advertise with enough frequency to penetrate. By comparing audits over time. such as success stories and readership studies.. Bulk Distribution Vs.The small. If a newspaper is unaudited. which measure lifestyle and media consumption by market. there's significantly less control over who . Here's how to make sense of all the choices: .. Free Vs. such as the ones available for free in convenience stores and gas stations.. . the free newspaper may be covered by Scarborough Research or The Media Audit. so you'll need to run a consistent campaign. ask to see a sworn publisher's statement regarding circulation.. It's better to advertise with sufficient frequency in one paper. if you think a free publication will work for you. Paid There are free newspapers of all types and descriptions in many communities nationwide. than just a few times each in several. local paper offers little wasted circulation when compared to the major daily. and the paper can show you a report detailing how many of its readers match your best prospects. .and you'll get what you pay for. Some are excellent advertising vehicles and others are not. that your target audience is actually reading the publication.. if your customers are reading the market-wide newspaper for information on what you sell. you'll have to pay for the wasted circulation in order to reach them when they're predisposed to respond positively to your message. Audited Vs. Many media buyers will tell you that people are more likely to read the publications they pay for.Make Tough Choices Easy Now that you know the basic framework for selecting the right newspapers for your campaign.. Newspapers are rarely a one shot medium. But.. just be sure to ask their sales rep for proof. it's often a better choice to select newspapers that go to paid subscribers. However. In some cases. Any publication unwilling to provide this form of verification is not a safe bet. you can tell if a newspaper's circulation is trending up or down.. such as by the Audit Bureau of Circulation (ABC). 15 .
CREATE A WEB SITE THAT SELLS There are many advantages to building an online store. Neighborhood One way to tell if a neighborhood paper is valued as compared to a market-wide paper is to try to determine which one people are most likely to read.. Evaluate the neighborhood paper by looking at other advertisers in your category. One example of this would be the various real estate guides showing homes for sale that are distributed in bulk and provide excellent advertising opportunities for real estate companies. However. . and tips on how to fine-tune your own site for online success. 2. You can successfully compete online (even with much larger rivals) when you create a big-company image with a professional and effective e-commerce site. And it's easy to start small with fewer. group them according to the way customers might shop and follow the "four click rule": it should take no more than four clicks to get from your main page to any product page on your site. Market-wide Vs. more select products and expand your site over time. Since about 75 percent of shoppers do research online before buying. it's more difficult to determine who they actually reach. 1.. 16 . Plus. that's an indication they're getting results -. This goes back to my second rule above. Provide In-depth Information The best sites contain information that helps customers make purchasing decisions. But you don't need a brick-and-mortar presence to sell briskly on the Web. If you have many products or lines. Make Shopping Easy Surveys show that the most preferred e-commerce sites make it easy for customers to find what they're looking for. many bulk distributed publications meet special communications needs or are well targeted for unique purposes..actually picks them up and reads them. If it's very high. be sure to . then chances are smaller. You can expand your customer base to national or even international markets while allowing customers to shop 24/7. neighborhood papers have to fight much harder to secure readers by supplying special editorial or advertising sections. Look at the household penetration of the major daily. While the publishers can guarantee the number of papers being distributed. Increase Your ROI Here are 5 traits that characterize the most effective e-commerce Web sites.and it's likely you will too. If they're advertising consistently. including classifieds. studies show that those who shop through multiple channels spend significantly more and shop more frequently than average store customers.
although it's directly analogous to having a Web site with no online marketing support. or by receiving your Web address directly from you or your off-line marketing. So you'll need an Internet merchant account. a posted return policy and a page with company background are also big pluses. reviews and testimonials. Or take a page out of Amazon. Access to customer service. The tactics you adopt will depend on your type of business and sales goals. . A Cure for the "Invisible" Site Imagine your Web site is actually a brick-and-mortar store. Site functionality and ease-of-use are more important than superfluous bells and whistles that slow down your site. you're likely to find an abundance of innovative opportunities to reach your unique target audience at prices well below what you'd expect to pay for off-line marketing. Sound crazy? Absolutely. that's how 95 percent of online consumer transactions are made. 5. If you sell clothing. But it's not located in a mall. Without an online campaign. Simplify Checkout As many as 40 percent of shopping carts are abandoned before checkout. offer size charts. and even the best Web site can't succeed if no one knows about it. The good news is your digital marketing campaign need not be elaborate. 3. And routine site maintenance is all that's needed to keep it current and running smoothly. to reassure customers their credit card information is safe. your site is virtually invisible. instead it's buried deep in a dense jungle. such as through VeriSign's Secure Site Service.include complete product data. And no matter what type of online marketing you choose.com's book. for example. 4. In fact. often because the process is too lengthy or the customer lacks confidence in the ecommerce sites simplify checkout and provide clear pricing and shipping information. Make Buying Secure Virtually all successful e-commerce sites accept credit cards. The only way customers can find it is by following a "trail" from a low-ranking link on a search engine whose spiders have tripped across your site. pages that are out of date or load too slowly. There's no way to find it except by little-known trails or by following a secret map given only to special customers. and use customers' online choices to suggest additional products that fit their needs. a payment gateway and a secure connection. Keep It Current Nothing turns customers off more quickly than broken links.
The key is to create a campaign that can thrive in the current email marketing environment . your online marketing is driving home your core message. Unlike a traditional direct-mail campaign which can be expensive and take months to execute. . use paid search. At the same time you're generating leads. Best of all. Email blasts to rented lists are in serious jeopardy due to the preponderance of spam. you can undertake an email campaign in two weeks or less and see almost immediate results for a fraction of the cost of going postal. entice past customers back to your site and stimulate customer feedback.. open rates are understandably lower. email solicitations to in-house lists can incur higher response rates. And you can use email solicitations to present new offers and up-sell existing customers. email marketing to in-house lists is a stellar performer.one that acknowledges the proliferation of spam and helps you rise above it. That's reason enough to make digital marketing an indispensable part of your company's program. inserts and direct mail. Since the email is not immediately recognizable as coming from a familiar source. So it's no surprise that many legitimate messages will be mistaken for spam by individual Internet users as well as spam filters. and use online public relations to drive visitors to your site... it's now been proven that view-through (or actions taken after viewing but not clicking on an ad) can result in six times more conversions than immediate click-through. . there will also be 12 billion spam messages sent daily.GET SUPERIOR RESULTS FROM EMAIL CAMPAIGNS Marketing Association. Unfortunately... You can place advertising on sites and in subscriber newsletters that reach your target audience... In 2005. But that's the downside. At a time when many tactics are falling flat. Many marketers are experiencing consistent click-through rates of 7-8 percent and as much as 25 percent on some standout campaigns. You can send an email newsletter to improve customer retention.Three Benefits of Digital Marketing .. 16 . supply content (such as articles) for other sites in exchange for links back to your own. The good news is that your emails can be among the billions that get opened and yield a positive response. double opt-in lists (which means .. Customer relations are often the focus of digital marketing efforts. The Web is a great branding tool too. Even if your ads and other tactics don't generate immediate results. So even with the best quality. One of the foremost reasons to institute an online marketing program is to generate traffic and leads. leading research firm IDC projects there will be 13 billion person-to-person emails and 6 billion email alerts and notifications sent every day in North America alone. You send an email "blast" by mailing to a rental list containing a large volume of prospects matching your target audience selection criteria. ahead of direct response TV. And this will continue to affect open rates in the foreseeable future.
subway and taxi-top signage.BREAK AWAY FROM TRADITIONAL MARKETING Today. Web sites and email. You can now reach consumers the way search engine by sticking its name on 15 million grocery store apples. use this tactic to retain or up-sell current customers as well as move prospects along through the sales cycle. newspapers. or ambient advertising reaches prospects wherever they happen to be -. e-newsletters or a combination of both. In New York and other major cities.keeping customers engaged and involved. printers and mobile phones are designed to influence office-bound commuters. It's helpful to personalize your messaging and essential to keep your content relevant.recipients have verified their request to receive the type of information offered) our b2b clients are experiencing about a 30 percent open rate on email blasts. signs on the backs of Pedicabs direct tourists to popular restaurants. And in Key West. Email campaigns to inhouse permission-based lists are less likely to be kicked out as spam. So it's a great time to encourage registrations on your Web site and build a permission-based list to receive your email solicitations. we can also expect to find messages . Out-of-home media have the advantage of reaching prospects when they are in the most receptive frame of mind for certain types of products and services. marketing messages go everywhere and anywhere there are consumers. to the newest forms of "place-based" ads. marketers are seeing better results from their in-house lists than from rentals. in the case of company e-newsletters for example. And today when we step outside our homes and offices. magazines.preferably in the right environment to be receptive to your message. Whether we're at home or at work. expected and appreciated. You can make blanket-size . truck-mounted billboards rove through designated neighborhoods during morning rush hour prompting commuters to pick up the advertised products on their way to work.from the traditional out-of-home venues including billboards. In Atlanta. What types of places do they frequent? Where will they be when they're most receptive to learning about your products or services? Place-based. Finding the right "context" is a vital component of any marketing strategy. There are advertising opportunities literally everywhere you look. acceptable within the parameters of your campaign. 17 . Think about your own prospects. Today. You should use this tactic only when it's part of an integrated program incorporating other media and you're targeting hard-to-reach niche audiences. in light of the lower ROI. and other advertising media continually deliver messaging and marketing content. bus shelters. Retention email campaigns are a great way to reach your entire customer and prospect base quickly and create a dialogue . billboard ads featuring computers. They're recognizable and. radio and television. This may make the relatively high list rental costs.
Direct Cast Network (www. Available on more than 300 campuses and in a total of 3500 laundry rooms.. information and entertainment when a nozzle is placed in a fuel tank. or purchase wraparound banners on gas station and convenience store light poles like Gatorade and McDonald's. low-fat energy bars...com) offers hospitality cart signage on nearly 1000 golf courses. contact . there's a company selling ad space there.. Hit the Links If golfers are your target. they would also be in the right frame of mind to receive your message.. Advertisers are putting their product names and logos on athletic stadium snack packs and on posters in nightclub bathrooms. By exposing them to your ads while at the gym. For information. Local advertisers can offer special promotions that change monthly.particularly if you sold your energy bars there ...com) has embedded computer chips in gasoline pump handles that play a mix of advertisements. Suppose your small business marketed all natural. there are place-based marketing opportunities to fit every need and budget. It seems. trying advertising on the sides and backs of hospitality carts -. with seven advertising spaces available on each cart.. or by individual college. Here are a few of the newest ideas to get you thinking: . Pump Them Up Local small-business owners in select markets have a new form of advertising available to them via the nearest gas pump. .mobile units selling beverages and golfing supplies that stop once every hour at each group of golfers. Printed in full color in movie poster style.sportscartmedia.. Now there's a down and dirty way to reach them .impressions on public beach sand like Skippy peanut butter or Snapple. if there's an empty surface of any kind anywhere. . Get In the Swim Now you can take corporate sponsorship of sports facilities one step further by placing your logos and ads in and around public swimming pools.directcastnetwork. You can place . Four Fresh Ideas From ads on diaper changing stations to naming rights for community tennis courts. Sports Cart Media (www.would produce better results than newspaper ads because you'd reach the segment of your target demographic that was most actively pursuing better health and fitness. Reach College Students The more than 15 million students in colleges nationwide spend $200 billion on products and services each year.. according to the National Center for Education Statistics.with ads posted in laundry rooms on college campuses. and it's a chance to get your name in front of hundreds of "captive" consumers a day.. they're encased in acrylic covers with metal frames and bolted to the walls. Advertising your bars on video screens or with signs and posters in local gyms . you can advertise by market or region..
18 . for example). the spots produced should be appropriate to the target audience and what's being sold. if the perfect place-based media opportunity doesn't already exist. Chances are. or people with interests in common. using music. Above all. you probably spend some time in the veterinarian's office. your marketing efforts can go as far as your imagination and your ability to foster successful marketing partnerships will take you. Do It Yourself Savings Of course. Sixty-second spots are still the norm in radio. select demographics (women age 35 to 49. And you can use radio quite effectively to target specific ethnic groups. During the annual Fashion Week in New York. since visitors to the veterinarian's office are thinking about pet health and nutrition. And whether you take a lighthearted or reverent tone. you'll get what entrepreneurs need most . Contact your local community pools and aquatic centers as well as universities concerning sponsorship. Ever notice all the rack brochures and posters that contain helpful information supplied by the makers of pet foods and flea remedies? These companies are taking advantage of place-based or ambient advertising opportunities. In some cases. The key is to find the right environment and to stretch your marketing dollars by getting other businesses to market with/for you. or expertise in marketing your type of product or service. according to the Radio Advertising Bureau. sponsorships can include the opportunity to distribute information and product samples at swimming events. unlike television where :30s predominate. read and perhaps take home these marketing tools. walls and supporting pillars and even on the bottom of the pools. your spots must be evocative eand engaging. Nearly 96 percent of men 35 to 44 spend more than 22 hours a week listening to radio. depending on the audience you're trying to reach. you're in good company. they'll be more likely to pick up. starting blocks. so you'll need an agency or production company that has experience creating spots that motivate members of your target audience. you can always create one. Here's another good example. Just take a cue from big businesses. timing clocks. regionally or nationally. If you have a pet. You can buy radio locally. With a bit of negotiation andhard work. making radio an excellent way to reach these and most other age groups. All in all. such as soccer fans. The results you get from your radio campaign will depend on at least two factors: creating appealing and effective spots. Motorola placed its message on the runway with $500 Baby Phat special edition phones. Hire Production Pros Radio spot production is not a do-it-yourself job.signage on scoreboards. and nearly 97 percent of women 25 to 34 tune in about 20 hours every week.GET MAXIMUM RESULTS FROM RADIO ADS If you're thinking about using radio to advertise your business. sound effects and dialogue to create "word . It's all a matter of figuring out where and when your audience will be receptive. and making an effective media buy.lots of bang for very few bucks. then placing your product in the right location at the right time.
2. the bulk of your spots should run in dayparts that draw the largest percentage of your prospects. Evaluate each station's proposal looking for reach.such as news. 4.pictures" that involve the listeners. which may include multiple. it's the number of times a member of your target audience will actually hear your message. . And the"cost per rating point" (CPP) is the cost to reach 1 percent of your target audience population. Select the best stations for your campaign and negotiate your buys. 1. 3. Participating in contests will also get you lots of on-air mentions. Make frequency your top priority and then include as much reach as you can afford. Identify a narrow demographic target audience and their important characteristics or habits. "Frequency" isn't the number of times that you run your spot. Also. you may choose to use announcer-read spots and have the station do the copywriting for you. How to Buy Time Here are four steps to take when buying time for your radio campaign. Tips for Getting Noticed Consider buying sponsorships -. The "reach" is the number of individuals in your target group that will hear your marketing message. So contact each station's promotions director for upcoming events.It takes multiple exposures for your message to be effective.because you'll receive the first spot in the commercial break and often a 5-10 second "billboard" to say something about your company. weather or traffic -. If you're advertising in a small market or where the personality of the on-air talent on a particular station lends interest or credibility to your message. lower-cost spots that air in the middle of the night when fewer of your prospects will be listening. frequency and cost per point. aged 25-54. then buy as many additional prospect contacts as possible. so make sure a core prospect group will hear your spot multiple times. Contact the stations you believe reach your target audience and ask them to provide you with proposals that include a ratings breakdown for your target group and a signal coverage map. with children under the age of six. who reside in a specific geographic market area. For example: Women. not run of station (ROS). In other words .
then subheads or photos...using too many different typefaces -.. colors. specific features may be addressed..19 . your brochure copy must be "outer directed. you must follow several important rules when creating this crucial piece of literature. photo captions. the brochure must relate all the benefits prospects will receive when they choose to hire your firm or buy from you and not your competitors. particularly if you sell groups of products) to help you gauge responses to individual offers. An effective brochure is never about what "we offer. and even paper stock be made carefully.TRANSFORM A "GOOD" COMPANY BROCHURE INTO A "GREAT" ONE Is your company limping along with an outdated or ineffective company brochure? Or are you developing this essential tool for the very first time? A top-quality company brochure should be the centerpiece of your family of marketing materials. Your company brochure will establish the visual identity for your business. If you decide to create your brochure in-house. You see. And be sure to include a toll-free number to remove any sales barriers and encourage greater responses. Once your headlines." it's about what "you'll get.. layout. and then the body copy (text) last. a strong "call to action" gives your prospects a reason to respond. that answer the readers' question. Nowadays any company. use a software program that's been developed for entrepreneurs. Then. While the call to action you choose will vary depending on your type of business and what you offer.. position your company against the competition ." It should focus on benefits. not designers.. Whether you work with a design firm. Benefit-oriented headlines and subheads motivate readers to continue through the body copy. not features.. typefaces. At the close of your brochure copy.. we read brochures in the following way: headlines first. can afford to take advantage of toll-free numbers in its marketing materials. motivate your prospects to buy . It's a workhorse that can accomplish several vital goals: . Use a great headline to tease the content and motivate prospects to open the brochure and read on. First. ad agency.. as the major phone carriers offer them at little or no cost. subheads and much of your copy have established the benefits. preferably with the help of qualified professionals.. create a strong visual identity . but they shouldn't make up the bulk of your text. and direct prospects toward a specific action. regardless of size. So it's crucial that decisions on use of your logo." Don't make the mistake of putting a lifeless title on the cover of your company brochure. "What's in it for me?" Instead of simply enumerating the features your company offers. You may even consider varying your toll-free number per marketing tool (using a different one for each type of brochure.which can . avoid the most obvious design mistake -.. or produce your brochure in-house. it's imperative to find a way to move your prospects to the next level.
All kinds of dimensional mailers . plus a strong call to action and you have a winning formula. So instead of the typical brochure that folds to fit in a standard envelope. flashes lights when opened. they capture and keep the attention of your prospect longer than other "flat" mail. They can help you stand out from your competition.. This helped ensure the recipients would be receptive to a follow-up call from the company. You can use a promotional product or create a package that makes noise. If you rent your list instead of developing it inhouse. particularly if you have the pieces custom fabricated. subheads and copy.boxes. 20 . staffers make as many as 10 calls to a targeted business before a dimensional mailer goes out. or simply makes your point in a fun. forgo exclamation points and underlining. Software maker. you can afford to produce an oversized brochure that will really get noticed. Aprimo Inc. and make your emphasis with type weight (boldface. Overall. the high per unit cost is largely irrelevant. And with some marketers reporting response rates of 25 to 50 percent or even higher from dimensional mail. . readable design is essential to your brochure's success. sent a boxed mailing to business prospects that included a wooden train with tracks accompanied by literature headlined. tubes and just about anything that isn't flat -grab the attention of recipients and are virtually always opened. The key is to reserve your dimensional mailings for well-qualified lists. you may need to make multiple calls to each business to make sure you've pinpointed the correct recipients for your mailing. and were attractive enough to be displayed on an executive's desk. hands out or mails a low quantity of brochures (a few thousand a year versus 5000 a month). put it in a box. This is also a great time to think outside the box.make your brochure look amateurish.OPEN DOORS WITH DIMENSIONAL MAIL If you want to make sure your next b2b direct mailing gets opened. Pick just one typeface for text and another for headlines. Probably the biggest challenge is deciding what to put inside your box. But if you have a small target group of top prospects that represent significant sales potential. This would help it stand out in the mail and make a strong impression when presented to prospects. For example. Dimensional mailers are great at getting your message past screeners. plays music. has moving parts. such as receptionists and assistants." When cleverly executed. for example) and size. you might design one that folds to 6" x 9". and it's easy to understand why boxed mailings to business-to-business prospects are so successful. creative way. for a few cents more per piece. Think about how much fun it is to open presents at holiday time. At Aprimo. and are rarely discarded as "junk mail. Add just the right mix of benefit-oriented headlines. it's hard to argue with success. if your company prints. "Wondering how to keep your organization on the right track?" The trains carried stick-on labels with the Aprimo name. a clean. The only drawback to dimensional mail is its per-unit cost.
and your prospect will make a quick decision in just the first few seconds concerning whether or not it's worth his/her time. create a list of open-end questions you might use with prospects. or "warm calls" to follow-up on consumer leads. The key to success is to practice using both until you find a comfortable mix." while open-end questions reveal the feelings and emotions behind the answers. What would you like to see happen as a result of your contact? Are you hoping for an appointment? If so.to qualify prospects and uncover their needs so you can determine how to fill them. Whatever goal you set should move you one step closer to a sale.and open-end questions. You'd say. "This is Jean Jones." Ask Great Questions To effectively qualify prospects and uncover their needs. such as: "What do you like best about your present supplier?" "Which kinds of grand opening activities have worked for you in the past?" . Before you ever pick up the telephone. and my special reason for calling today is to tell you about some ideas we have for building traffic at your next grand opening. the first few sentences of a cold call are the hardest.. Begin by focusing on the purpose for your calls -. You may know very little about the companies and individuals you're contacting. it's important to set a goal for each call. president of Jones Events Inc. your company. and an opening benefit. so it's vital to qualify them carefully to see that they fit your criteria for good prospects. because you won't meet with unqualified prospects or squander your budget marketing to less than ideal targets. Write down the principal benefits you expect to bring to the clients or customers you contact. imagine you own a PR company that specializes in grand opening and other events and you're contacting a retail prospect.MASTER COLD CALLING TECHNIQUES Whether you need to make "cold calls" to business-to-business prospects. a cold call is an unscheduled interruption. This will save time and money in the long run. Closed-end questions uncover facts or can be answered with "yes" or "no. such as: "Who is your present supplier?" "How long has your company been in business?" "How many units do you purchase per year?" Next. Get your feet wet by writing down a list of closed-end questions. Then include them in your opener. there are guidelines to follow that will get you off to a successful start. No matter how well executed. Create a Solid Opener For many people. contacting prospects for the first time by telephone. you must learn to ask closed. That's why you need to be prepared with a three-part opener that includes an introduction of yourself. make this your primary goal.21 . But don't worry. can be a daunting challenge. For example.
unless you first address the benefits prospects will receive when they select your firm. ." not about what "you offer. 1. ready to be personalized for each new prospect. no one wants to read all about you. accompany a written proposal. review your questions and make a final list. But that doesn't mean each time a letter goes out. The truth is. If.WRITE THE PERFECT LETTER Every entrepreneur. awards and credentials. Unless you're writing a letter to your mother. at the close your prospect will be highly motivated to choose your firm. your goal is to set an appointment. Close for Your Goal The "close" is where many small business owners run into trouble because they hesitate to ask for what they want."In what ways do the new types of accounting software impact your department?" When you're ready. at one time or another. If you begin your call with a solid introduction. "What's in it for me?" So resist the temptation to effusively detail your company's services. a sales letter is typically sent to one prospect at a time. 2. There's no need to worry about being perceived as pushy.one for each of your principal sales tasks -. Make it outer directed. which is sent to thousands of prospects at once. but you should follow these guidelines to produce letters that will motivate prospects and successfully help you achieve your goals. needs a terrific sales letter. You don't need a degree in journalism or lots of experience to write a good letter. Closing is simply a matter of reaching agreement on the next step and then following through. writing a solid sales letter should take several hours. for example. Whether it's to follow up a telephone conversation with a prospect. a great sales letter is the one tool no entrepreneur can do without. The first mistake novice letter writers make is to assume that writing a one or twopage sales letter should be easy or quick.once you get the hang of it. successful cold calling comes down to asking good questions and listening intently so that you can propose solutions that will help your prospect achieve his or her own goals. 22 . hours must go into crafting it. Instead. you should suggest a date and time. Effective sales letters are about what the prospect "will get. and respond with beneficial information.and keep them on hand. it's best to create a few sales letters -. Set aside enough writing time. Not to be confused with direct mail. It's conversation at its best -. ask excellent qualifying questions. or send "cold" to a prospect you can't reach by phone. In all." Prospects will read your letters with one question in mind.
" Your first step is to communicate with your customers to let them know that you're open to receiving referrals and what you're looking for. Suppose your opening benefit promises to help your prospect save money -. If you have a good. Refer to your chief benefit or special offer in the P. 23 .WIN MORE REFERRALS Is generating referrals a top priority for your small business? Prospects who come to you by way of referral are considered "hot" because they're closest to making a buying decision. But no matter what business you're in. along with your benefits.S. So it takes less effort . It's always a great idea to include a P. to entice the reader to spend time with the body of your letter.S. When meeting with a department head with whom you regularly work. but be careful not to overdo it.to close them. It's a mistake to rely on your prospect to take the next step. This will keep the readers engaged and bring you one step closer to achieving your sales goals. Add a P.and it's best to be direct. that should be a part of the opening hook which. Your closing paragraph should contain a summary of your initial benefits and a description of the next steps you plan to take.S. you could ask her to refer you to other divisions within the company that might benefit from copywriting services. Keep your letter professional-looking and easy to read. 4. you'll need to cultivate current customers or clients and create an ongoing program to generate referrals from "influencers.then the body of your letter will use features to explain how. Make a list of the principal benefits your prospects will enjoy and then weave them into your opening paragraph. If you're committed to winning referral business. You may choose to use bullets to itemize facts.3. Does this letter present a special offer? If so. will draw the reader in and entice him or her to read on. it's always best to take responsibility for following up. the final paragraph includes a call-to-action with a time-dependent special offer. This may be done in person -when you meet with them or speak on the telephone -. Let's say you write a newsletter for a division of a major corporation. Clearly state what you plan to do and carry through on your promised action. solid working relationship and a happy . at the end of your letter because it's generally read long before the body copy. For some types of businesses. The key to writing a great sales letter is to make it outer directed and to clearly state the benefits prospects will enjoy when they select your firm. The body of your letter should use features to explain how your prospect will realize the special benefits your company offers.and is vastly less costly . Present benefits followed by features.
and you may find you're more comfortable using comment cards. could send a follow-up letter at the end of each project asking for feedback and include a section requesting referrals. surveys. or other forms of written communication with your customers to get referral names. With a hardworking referral program in place. you may find it advantageous to offer an incentive to your current customers to provide referrals. home security companies that install smoke detection and other equipment often consider insurance agents major influencers. such as a discount or rebate. So be sure to keep your influencers in the loop with thank-you notes or calls. Likewise. A great way help your influencers send business your way is to supply them with marketing tools to use directly with your prospects. real estate sales associates are major influencers for home inspectors. she may be willing to make introductions for you throughout the company. A remodeling contractor. What types of businesses or individuals are major influencers for your company? There may be thousands in your area -. Market to Influencers Influencers are people who have direct contact with your primary prospects and can send them your way. you'll have a steady stream of hot prospects coming your way. as they frequently recommend installing such devices when reviewing new policies with homeowners. The home inspector. could create a "10 Point Inspection Checklist" printed with his company's name and contact information for real estate sales associates to use with prospective home buyers. in person.as in the case of a home inspector who relies on referrals from real estate sales associates -. for example. Often. For instance. Depending on your type of business. So you'll need to identify them. and through marketing tools such as direct mail and email. then call and set up meetings to get acquainted. for instance.client. But sometimes this kind of direct request is difficult for entrepreneurs. This will keep your program on track and important contacts from falling by the wayside. marketing to them can be as important as the campaigns you use to reach your prospective customers or clients. Once these relationships are initiated. . and updates on the satisfaction of each referral they send your way.or just a handful. when their friends or family members make a purchase or sign up for services. it's vital to get to know your key influencers one-on-one. The way you handle the referrals you receive will solidify your relationships with your sources. since many prospective homeowners rely on them to recommend an inspector before they make an offer on a home. it's important to nurture and maintain them by staying in contact by telephone. Set up a database with your referral list and schedule your ongoing activity in a contact management program just as you would contacts with prospective clients or customers. Since referral relationships are based on trust. That's why it's essential to set up a program that includes a combination of sales contacts and marketing tactics to keep referrals coming in year-round.
USA If you can't induce customers to tattoo themselves with your company logo. the Atlanta Chamber of Commerce gave away 3000 pairs of sunglasses in New York's Time Square with the Web address .24 . Bill Flaherty.can make your company stand out. president of Toy Craze. Use giveaways with your logo in conjunction with a promotion. During one Thanksgiving holiday weekend. try the next best thing. Make It Memorable You don't have to host a bungee jumping contest to stand out.SAVE WITH EVENTS AND GRASSROOTS MARKETING Marketing doesn't have to cost a lot to have a big impact. Here's a great example featuring a familiar product. LifeSavers set up a special Web site and toll-free number asking customers to vote to keep pineapple or replace it with strawberry or watermelon. fairs and shows for toy demos to get the product in front of the target audience and build buzz. consistent with your company image. and the company has consistently studied consumer response to each individual flavor.com). above all. motivational. Entrepreneurs often use low-cost grassroots marketing tactics to introduce products. Get Customers Involved The best way to motivate customers for very little money is to get them involved on an emotional or experiential level. and remains committed to grassroots marketing. His company eventually landed Crazy Bones in a McDonald's Happy Meal plus chainstores Zany Brainy and Learning Express. used scout meetings. The challenge lies in making your promotion memorable. makers of Crazy Bones plastic toys (www. according to an Associated Press story. When the contest was announced with a simple flyer in the restaurant window. the pineapple flavor was saved from extinction. LifeSavers got tremendous publicity from media reports on the company's responsiveness to the overwhelming public demand. The LifeSavers five flavor pack has been around for years. If you think this is too outlandish a proposition to be effective. club groups. That's right. And LifeSavers energized its customer base with an extremely low-cost promotion when compared with what it would have paid to gain the equivalent number of gross impressions through advertising or any other marketing means. When more than a million passionate responses were tallied overall. which offered free lunch for life to anyone who got a tattoo of their "Jimmy the Corn Man" logo.crazybones. two local nightclub employees got the tattoos and spread the buzz. But it wasn't until LifeSavers considered phasing out its pineapple flavor that it turned research into a highly effective promotion. note that through the course of the promotion 39 people were willing to be tattooed with the sombrero-wearing mariachi boy riding a blazing corn cob. Consider the San Francisco mission-district restaurant. Thinking outside the box -from outlandish stunts to quirky grassroots marketing -. Casa Sanchez. closely linked to your product or service message and.
you still have to rely on strategic thinking to develop a core message and strategy. but don't read directly from it during an interview. Ace the Interview An interview is only valuable to the media if its content is of special interest to their readers. Create Your Platform To align your PR platform with your company's central themes. you'd create a public relations platform that includes an important tip that illustrates why it's essential to have ruggedly dependable equipment. An important component of any effective marketing program. 25 .com printed on the earpiece. all designed to build awareness of high-tech career possibilities in the Atlanta area. Then get creative by combining fun with customer involvement and you'll grab attention and make your message stand out. viewers or listeners.ACE PRESS INTERVIEWS Whether you've been pursuing press coverage for months or a journalist calls you out of the blue. imagine your company sells rugged outdoor gear for mountain biking. The bottom line is to have a theme you can support with other tactics. An effective public relations platform meets the media outlets' needs with information that's new or noteworthy. and what sets your products apart is their durability and the way they stand up to tough use in all kinds of weather. . It's vital to keep your answers sounding spontaneous. Write and polish your platform carefully. they must be relevant and communicate something memorable that reflects well on your company. Now let's say you've sent a special press kit with safety tips for mountain biking to select media. there's one surefire way to ensure your core messages won't get lost.AtlantaSmartCity. so it's important never to read from a canned script. Link to Your Company Message Whether you use outrageous stunts or basic grassroots marketing. Then write a PR platform that ties in with or even expands on these themes. Then rehearse and memorize it. When preparing for interviews. And you need to prepare it well in advance of any public relations activities. For example. Get the picture? A solid public relations platform should be no more than one long paragraph and include three central points . not just a single event.these are the themes you must cover no matter what you're asked. controversial or entertaining. this platform should relate to the messages you convey through all other marketing channels. What you need is a public relations "platform" that's in tune with your company's central themes. on your Web site and in any product catalogs. That's one of your key messages. While stunts may be platforms for your product. review the principal messages carried in your advertising and sales materials.
this can be anything from diminished traffic levels due to construction if you're a retailer. So let's say you own that outdoor gear company and an interviewer asks how long you've personally been involved in the sport of mountain biking. just be sure to do so in a way that's relevant to the needs of the journalist and his or her audience. which guarantees your message won't be garbled or lost. bulleted description of your target audiences. the marketing advantages and challenges you face and a look at the threats posed by your competitors. You'd reply by saying. for example.." The majority of broadcast interviews are prerecorded and edited. Short. and print journalists can use the information you provide in whatever way suits them. 26 . Instead of a complicated. and will provide a useful benchmark as you adapt and refine your plan in the coming months. So to minimize the chances of your key messages getting buried or simply edited out. This is crucial since very few interviews are "live.and also weaves in your company's unique messages. . And here's a final tip: Keep your answers concise. No matter what you're asked. Section 1: Situation Analysis This introductory section contains an overview of your situation as it exists today. you can bullet the sections and make the writing as brief as possible. If you're marketing to consumers. "I started mountain biking about 10 years ago and learned early on the importance of equipment that could stand up to that rugged environment when. weighty document. gender and any other important characteristics. write a target audience profile based on demographics including age.WRITE AN EASY MARKETING PLAN Writing a great marketing plan doesn't have to be a headache. or a change in law that could affect a new product introduction if you're an inventor. Begin with a short description of your current product or service offering. Content matters most . If you're creating your marketing plan for in-house use.. Here's how to write a five-part plan that works as hard as you do. it's always possible to bring an interviewer back to your central messages. Describe any outside forces that will affect your business in the coming year ." then lead into an anecdote illustrating how your company has become expert in ruggedly dependable gear.not your writing style. Section 2: Target Audience All that's needed here is a simple. it's essential to relate the bulk of your answers to the three points in your platform. interesting comments are more likely to be used in their entirety. you can build a simple plan broken down into just five sections that's easy to write and follow.
trade shows and special promotions. You work and work until you complete most everything inhouse.what matters most is that you stick to your schedule and follow through. you can go back and make revisions before you arrive at a final budget. If you find the tactics you've selected are too costly. and you should take as much space as you need to give an overview of your marketing strategies and list each of the corresponding tactics you'll employ to execute them. You'd be in a much better position to gauge your marketing progress with a goal such as. So you .FOCUS ON SUCCESS If you're like many entrepreneurs. 15 percent in the second quarter. direct mail. The key is to make your goals realistic and measurable so that you can easily evaluate your performance. You can use a paper calendar to schedule your tactics or use a contact manager or spreadsheet program . shopping malls). 27 . "Increase sales of peripherals." is an example of an ineffective goal. and include any qualifying criteria for each. suddenly you're in urgent need of business. for example. Then. doctors. and one of her tactics is to use monthly emails to market to an in-house list. Section 5: Budget Breakdown The final section of your plan includes a brief breakdown of the costs associated with each of your tactics. So if you plan to exhibit at three trade shows per year. Together we've developed a strategy that includes making a special offer each month to this prospect group. 15 percent in the third quarter and 10 percent in the fourth-quarter. prepare your booth and your marketing materials. public relations. You can adapt this plan as your business grows and your marketing programs evolve.Business-to-business marketers should list your target audiences by category (such as lawyers. list your company's marketing goals for the coming year. you're usually so busy doing the "work" that you tell yourself you have no time to market. Your tactics section should include all the actionable steps you plan to take for advertising. Here's an example: A coaching client of mine markets videotape and equipment. "Increase sales of peripherals 10 percent in the first quarter. Soon you'll find it's a simple tool you can't afford to be without. A plan on paper is only useful if it's put into action." Section 4: Strategies and Tactics This section will make up the bulk of your plan. Section 3: Goals In one page or less. One of her goals is to increase sales by 20 percent to large ministries in three states. you'll include the costs to participate in the shows.
Selling is more time intensive than marketing. you can plan three issues at once. This could take you months and cost thousands. you're not marketing you're selling. deluged. Do Advance Planning The key to maintaining a year-round marketing program. which can be largely automated or subcontracted. without those nasty peaks and valleys that can cost you so dearly.generate leads from the most qualified and meet only with them. such as direct marketing. you're condemning yourself and your company to life on an economic roller coaster. and the granddaddy of all programs. you stop marketing once again and the whole cycle repeats itself. In fact.Depending on your industry and type of business." When you're meeting with a prospect. you can "gang" production and planning. picking your topics and compiling content so that on the designated monthly mailing dates your newsletters are ready to go out. Sound familiar? If so. not months. . the very way you market your business contributes directly to these peaks and valleys and keeps you from ever finding an even keel. For example. that bring you into direct contact with your prospects. While some sales activities must go on continuously. public relations and advertising. on the other hand exists to support sales. contact them all individually by phone and then go out to meet with as many as you can close for appointments. at other times. ispriced affordably for most businesses. Lower Your Cost per Sale Some business owners mistakenly use the word "marketing" when what they really mean is "sales. So. In fact. including telephone calls and meetings. but you'll also lower your overall cost per sale. Once you've written (or simply outlined) your annual marketing plan. Not only will you benefit significantly thanks to the amount of time you'll save. Marketing. during your busiest times you could send email solicitations to those 100 prospects . Consider this . and expend considerably less time in the process.plus 5000 more . Each quarter. It's always feast or famine. the average sales call can cost you several hundred dollars. With an outline and schedule for your basic marketing tactics. sales activities are all the one-on-one tactics. You'd have results in a matter of weeks.market heavily for a few weeks or even months until more work comes in. On the other hand. such as meetings with prospects to sign contracts or make presentations. ACT!. Finally. imagine you compile a list of 100 prospects. is effective preplanning. Contact managers are indispensable when it comes to tracking both sales and marketing functions. schedule your tactics in a contact management software program or even on a paper calendar. a monthly e-newsletter is a terrific way to maintain contact with prospects and takes less time than making individual phone calls. and consists of tactics that produce leads or motivate prospects. marketing tactics can take their place.
typically focus their efforts for a single type of product or service on individual niche markets. Suddenly.. There's no hard and fast rule telling you exactly how much time you should spend marketing your small business. I inevitably get a call from someone who says. Choose Time-Saving Tactics Some marketing tactics take more time than others. As an entrepreneur with limited time and money to waste chasing after unqualified prospects. However. businesses.A Word of Caution Some entrepreneurs make a dangerous mistake. This will keep your growth rate steady and enable you to more effectively build your business over time. I have the greatest product on earth. "Kim.that all add up to hours upon hours of time. you may need to devote about 60 percent of your time for a while to get it up and running. they discover their time and budgets are fragmented beyond their ability to produce positive results. if your business is new. creating press releases and press kits.and free up the time you would otherwise lose meeting with lowquality prospects. The solution is to get . and tend to handle public relations in-house. Whenever I make an appearance on a radio call-in show. contacting the media and supplying information for stories or interviews -. They try to market more than one business at once.from compiling the media contact list.. the owners tend to spend from about 25 percent to nearly 40 percent of their time in sales and marketing every week. parents. on the other hand. or how about $20 million or more?" Because no one can market to everyone. This single alteration can actually reduce your marketing costs and increase sales. Small-business owners rarely have the significant PR budgets necessary to hire agencies." And then I'm forced to reply. it's vital to narrowly focus on your best. can be preplanned and booked once or twice a year with the help of an ad agency or directly with the media reps. most profitable target audience groups. An ongoing advertising program. sending them out at the appropriate times. Public relations.since you won't be advertising to reach marginal groups . In the fastest-growing small businesses with sales of $1 million or less. "Do you have unlimited funds to launch his product? Can you start off with $10 million. And the actual campaign messages they employ differ depending on the hot buttons for each niche. . Even the world's largest companies. can be more time-consuming than advertising. or they tackle too many targets for a single business. This will reduce your media costs . The most important thing is to maintain a consistent effort. with seemingly unlimited marketing funds. Anyone can use it. kids. And there are so many hands-on steps involved -.and stay .focused. The cost would be astronomical. for example.
STOP SPENDING MONEY ON INEFFECTIVE MARKETING One great way to save money is to stop wasting it on marketing and advertising that isn't producing for you. . then target homeowners. without draining your budget. For example. 1. cost-effective ideas are designed to help you increase your sales and profit. INSTEAD OF SELLING You shouldn't be trying to force people into purchasing your product or service. State your target clearly in all of your marketing materials. You should find people who want your product or service and then focus on offering any helpful information to them so that they can make an informed decision. TARGET If you're trying to target everybody. you're not targeting anybody.Marketting ideas to increase sales and profit without effecting the budjet These simple. 2. if you're selling something that homeowners would want. as opposed to renters. If you're not reaching your goals. Don't forget to track the number of responses you are getting from whatever method you use. 3. FOCUS ON HELPING. then your strategy needs to be revised. then chances are.
State your goals as specific numbers. State the problem. For example. Sell the benefit of comfort. and set goals and deadlines. and then share some insightful tips that can help to solve the problem. These are vital to your business success. SET GOALS AND DEADLINES Collect your thoughts for a moment or two. 8. FOCUS ON BENEFITS NOT ON FEATURES Spend your time focusing on how your prospects will benefit if they purchase your product or service. Selling insurance? Don't sell the coverage amount.g. NETWORK Networking is a great way to get your message out to a large number of people. 5. churches and community events. Far too many firms fail because they don't follow-up long enough to produce results. Sell the benefit of security. Shake hands at business functions. Since each person knows about 250 other people. . you can spread the word about your business pretty quickly. don't sell the power of the unit. problem/solution type articles related to your product or service. 11% increase in sales. Go to your local Chamber of Commerce meetings.) 6. etc. Always include information at the end of your articles so that people will know how to contact you to receive more information about your services. BE PERSISTENT Persistence is power when it comes to increasing your sales and profit. 10 new accounts. for free. WRITE TIPS ARTICLES Newspapers and other publications are always looking for helpful tips articles that would be of benefit to their readers. (e. Exchange business cards with associates you see in stores. if you're selling central air conditioning units.4. Most sales are made after the seventh or eighth contact--the sale is rarely made after just one contact. 7. Submit simple.
GIVE A FREE DEMONSTRATION If possible. DISTRIBUTE SAMPLES If possible. how can they make a decision to purchase it? 14. Call people who you would like to do business with. DISTRIBUTE INFORMATIVE LITERATURE Make sure that you get your product benefits. Make yourself available by contacting these groups and offering to talk about your area of expertise.9. If people don't know what you have. features and ideas into the hands of your prospects. Keep in mind that the newspapers will usually only print releases that are of interest to their readers. rather than of a selling nature. . 13. Follow-up with these prospects in a timely manner to attempt sales conversion. USE THE TELEPHONE The telephone can be one of your most effective. SUBMIT PRESS RELEASES Press releases are a very cost-effective way to get your message out to many people . . for free. OFFER TO BE A SPEAKER Business and civic organizations are always looking for speakers for their meetings and get togethers. . give free demonstrations of your product or service to those that might be interested. sales tools. People like to try before they buy. get samples into the hands of people who may be potential customers. Submit your press releases to a wide variety of publications for immediate release. and least expensive. Ask for a few minutes of their time so you can show them how your services can help them save time. etc. 11. cut costs. 10. 12. increase sales.
Don't forget to graciously thank anybody who refers your business to someone. Don't just wait for people to refer you.15. ads. letters and sales literature are filled with words. TALK TO YOUR CUSTOMERS ABOUT THEM AND THEIR NEEDS Most company publications. Rather than using the words." use "you" and "your. photographs and information that do nothing more than toot the company's horn. or if they know someone else who may need your service. GENERATE REFERRALS Referrals are a great way to generate new business. Tell your prospects exactly what you . DEVELOP CUSTOMER-ORIENTED RELATIONSHIPS Take an interest in your prospects and customers. Talk about your customers needs instead. If you know of an event that your prospect or customer will be celebrating. 17." "my. Send them helpful articles that you think would interest them." "me. send them a card or small gift. 16. Proactively ask for referrals from existing customers. but getting prospects/customers to respond is the real test." 18. TELL YOUR PROSPECTS AND CUSTOMERS WHAT TO DO Getting your message into the marketplace is important. family and friends. acquaintances. 19. "I. You will succeed far better when you're doing something that you love. They will appreciate your generosity and will think of you when they need your service. such as an anniversary or birthday. HAVE FUN Frustration and stress will slow you down.
Your company's credibility will increase with the use of testimonials from happy customers. and more time working on the content -. 21. FORM SECOND When developing your sales materials and literature. will help you commit to and achieve your own objectives.g. etc." Listen carefully to your prospects and customers so you'll know exactly what they want and be generous in your offers. . "You can get everything you want. GIVE TO GET There's an old saying. drop your reply card in the mail. LEARN A NEW TECHNIQUE EVERY DAY Read. 22. SUCCESSFUL PEOPLE Talking to and learning from people who are always striving for and meeting their goals. TAKE ADVANTAGE OF TESTIMONIALS Whenever an existing or potential customer says something positive about your company. Do anything you can to make doing business with your company easy and a pleasure. You have to work for them. MAKE IT EASY FOR PEOPLE TO DO BUSINESS WITH YOU Your customer is not going to work for you. 25.) 20. black ink on white paper could work just as effectively as expensive four-color materials. 24. go to seminars. by helping enough people get what they want. listen to audio tapes. ASSOCIATE WITH POSITIVE. ask them if you could use their statement in your marketing materials. call for your free brochure.what's in it for your customers. As long as your message is enticing. 23. CONTENT FIRST.want them to do next (e. Continuously improving your sales and marketing skills will help you to increase your sales and profits. That way you'll be sure to reap the maximum rewards. spend less time worrying about the graphics and colors.
lifetime customer. 27. 29. audio cassettes. . etc. as well as references. courses. your prospects won't either. workbooks. 28. Reasonably priced marketing materials. can be excellent resources. Present the benefits of your product/service with confidence and enthusiasm. FOCUS ON THE LIFETIME VALUE OF YOUR CUSTOMERS Don't focus on generating one-time customers. Build a relationship so that a prospect becomes a repeat. Always reffer and push good quality products to your consumer even if you are earcning low margin.Do not reffer or push wrost quality products for margin. BELIEVE IN THE PRODUCT OR SERVICE YOU SELL If you don't believe in the quality and benefits of your product and service.26. that allow you to learn and apply effective marketing systems at your own pace. REFER QUALITY PRODUCTS/SERVICES ONLY Consumers always buy same brand from same retailer if retailer reffer them quality products. The fastest way to gain that knowledge is to find someone who knows what works and has done it successfully. like books. Ask about his or her specific experience in generating marketing results. newsletters. LEARN FROM SOMEONE WHO HAS EXPERIENCE Marketing is an important skill based on both knowledge and experience. or testimonials.
you can assign preferred customers to a special customer category that automatically grants a certain discount on your products (e. The discount code in this scenario could be advertised right on your store’s home page to motivate customers to place orders that exceed the amount set in the discount settings. In this. and then e-mail the discount code to them. You could add the discount code to the order confirmation e-mail that is automatically sent to your customers after they place an order.g. Make your best customers feel like they are special by creating a coupon that only selected customers can use. For example. etc.Marketting ideas to increase sales and profit on E-commerce • Increase the average order amount You can do this by rewarding customers that spend more than $XX on your store by granting them a discount on the purchase (e. • Reward "Preferred Customers". • Boost repeat purchases. you could create a discount for a local business that says that everyone that works at Company XYZ gets 10% off. or only to products assigned to the category “Clearance”. the discount code would be printed on the letter sent to the company. $XX is your average order amount. 10%). In this example. • Acquire new customers. you can even have the coupon be automatically applied to the purchase when the order fits the requirements. Or using the new "Pricing Category" feature in this v3. Only those customers will be able to use the coupon by logging into their existing accounts. .the discount can be different on different products). You could add extra filters to this coupon by limiting its applicability to orders above a certain amount.g. 10% off the retail price . You could mail the discount certificate to the human resource department of that company and ask them to let all the employees know about it. advertising that they will receive $10 off the next order from your store by using the discount code.
and e-mail it to them.g. • Tracking the Effectiveness of an E-mail Promotion. You could create a coupon that gives a large discount on selected. You can obtain the list of customers that meet that requirement from the sales reports. • Use Gift Cards to win customers back You could send a $10 electronic Gift Card to all customers that have purchased more than $100 in the last year to encourage them to purchase again. They could also easily be printed on a mail piece.g. You could then use the different discount codes in three different e-mail messages sent to a sample of your customers. Free UPS Ground). Of course.• Free shipping on first order. You would then use that message to send the e-mail promotion to the remaining 700 customers. assuming you have 1. all for the same amount (e. Then you would create a $10 discount. Since you can track sales by the discount code used for the order. Note that the discount codes do not necessarily have to be used as part of an e-mail campaign. all three give 15% off). In this and other scenarios. You can use the Newsletter Wizard to quickly create a list of customers that have purchased certain products from your store. You could attract new customers by setting up a One-Time only coupon that gives them free shipping on selected services (e. clearance items. with expiration after the first use. Studies have shown that shipping expenses are often the number 1 reason for customers not to purchase. you could easily determine which one of the three messages was the most effective. You could create three different discount codes. and used to track the effectiveness of a direct mail campaign. then e-mail it to customers that have purchased those or similar products in the past. • Big Discounts on Clearance Items. .000 customers. For example. discount codes can help you measure the effectiveness of a marketing campaign. you could send each message to 100 of them. Since can easily be done in this. you can also create quantity discounts (tiered pricing) and apply them to any number of products or entire categories of products to allow any customer that comes to your store to enjoy special pricing if they order multiple units.
giving your customers a few free gift certificates to spend on your store when they reach a certain amount of sales from their gift registry. The discount code would be added to the order confirmation e-mail. without spending a dime in marketing! You can promote the creation of a gift registry by. for example. You could encourage your existing customers to buy Gift Certificates for friends and family by giving them a discount when they purchase more than a certain amount in gift certificates.• Use Gift Registries to promote word of mouth. . • Use Gift Certificates to gain new customers. New sales and new customers. This includes advanced supplied gift certificates. There is nothing like letting someone else do the marketing for you! Gift Registries do wonders to this extent: the person registering on your store will invite friends and family to come and shop for them.
It talks about the overall role of marketing ideas in profit maximization of the business in a dynamic enviournment. It states that how simple and common ideas can take a huge lane towards a great margin of profit. It states about different marketing strategies at different areas like e-commerce and strategies which can be applied without effecting the budjet.Conclusion The above project concludes about the various methods and techniques to handle or go with the dynamic nature of business and gain profit. The companies like mountain dew and Colgate proves to be the great examples for such kind of profit maximizations strategies. Refference .
) The Times of India 1.For the completion of the project the following were reffered :www.com 2.) www.google.yahoo.) www.com 3.) www.msn.) .youtube.com 5.com 4.
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