|
Long
Term Marketing- Have You Checked Your Back-end Lately?
By
Kathleen Gage
Every
day you can find a news story about a company going out of business.
Sadly, the great American Dream turns into a nightmare for many. A
primary reason for business failure is lack of generating enough revenue
while keeping costs down. With a close look, it quickly becomes apparent
there are major disconnects in how the business is being operated.
Marketing
Myths
One
of the most misunderstood areas of running a business seems to be in
marketing and promotions. There are three primary beliefs that can
literally cripple a business: advertising is marketing, if you build it they will come, and that once someone
has been here they will return again and again with little or no effort.
These
beliefs couldn’t be further from the truth. Although advertising is
often an integral part of one’s marketing, in and of itself advertising
is not a marketing campaign. You
can build until the cows come home, but that doesn’t spell success for
a business. Unless someone knows about it, wants it or needs it, and is willing to pay for it, providing a product or service is not
enough. And lastly, most consumers need and want to feel special.
As
a marketing and promotions business advisor, the two common mistakes I
see are that companies either invest nothing in marketing or foolishly
spend incredible amounts of money with no system in place to find out if
what they are doing is working.
Back-End
Marketing
Investment
of marketing dollars can be done both on the front and the back-end of
your business. Front-end marketing is anything you do to drive traffic to
your website, store, phone; anywhere people can purchase your product or
service or obtain more information about your business.
Back-end
marketing is anything you do once someone has contacted your company or
actually spent money on your product or service. This aspect of marketing
is often where the least amount of effort and money is invested.
Although
it is essential to have effective marketing strategies to attract
business, what are you doing to keep people coming back? In many cases
you will realize a higher return on investment by focusing more effort on
your back-end marketing.
Aspects
of back-end marketing include outstanding customer service; follow up and
keeping in touch; special promotions, premier clubs, and information
specific to your market.
Show
Your Appreciation
One
of my clients hosts sales and marketing training sessions for her
customers who are located all over the country. In
addition to the training sessions I facilitate, my client’s customers
are treated to a memorable experience which includes an all expense paid
weekend for them and their spouse including air travel to Utah, dinner
out at a very exclusive restaurant, a private gathering at her home, a
stay in an upscale hotel, and various treats that make the experience
unbelievably successful.
What
started out as a one time experiment to see how her clients would respond
to such an incredible experience has turned into a quarterly event. Those
who have had the opportunity to experience my client’s hospitality,
professionalism and customer care quickly realize not many vendors would
go to the extent she has to show she cares and appreciates their
business. It is this realization that has been a pivotal experience for
those who now make my client their vendor of choice for the products she
offers.
Evaluate
As
you think about your own business, what do you do to make sure people
feel their experience with you is beyond compare? What do you do to let
them know how much you appreciate their business? What sets you apart in
their mind from other vendors who provide the same product or service as
you do? What is your system for keeping in touch?
A
simple strategy to determine if you are on target with customer care is
to conduct a survey. You can also invest in contracting companies who
specialize in secret shoppers. Another option is to host a focus group
with an experienced facilitator.
Regardless
of what you decide to do, decide right now to invest money in your
back-end marketing. The very life of your business may depend on it.
Kathleen
Gage is an award winning keynote speaker, author and business advisor
specializing in marketing and promotions. She is the recipient of the
Utah 2004 Giant Step Award for business creativity and success. Access
Gage’s FREE eBook Street Smarts eMarketing Tips
Guaranteed to Jump Start Your Internet Presence to Put You Miles Ahead of
the Competition at http://www.streetsmartsmarketing.com/free-ebook.htm
Publishing
Guidelines: You
may publish my articles in your newsletter, on your website or in your
print publication provided you include the resource box at the end.
Notification would be appreciated but is not required.
 7
No Cost and Low Cost Tips to Market Your Business
by Kathleen Gage
Marketing
a business can be fun, exciting and creative. It can also be very
frustrating and expensive if one doesn’t know what outcome they are
looking for or how to evaluate cost effective methods of marketing.
Over
the years people have come to know me for my unique ability to develop
low cost and no cost strategies to market and promote a business,
product or service. Strategies that have realized incredible returns.
Some
of my successes have included:
-
Before
my last book was published I pre-sold over $8,000 in books
-
Over
250 people registered for a recent seminar in less than 2 weeks and
the cost to promote was under $25
-
One
company used my strategies for a career expo and made over $180,000
in consulting fees
-
One
speaker sold over $23,000 in product sales back of the room at a two
hour seminar with
strategies outlined in my program
I
don’t share this to impress anyone, rather to impress upon you when
using the right strategies for your market, you can realize some
incredible results.
People
have also come to know me as someone who is a stickler when it comes to
putting systems in place. My marketing successes are a direct result of
the systems I have implemented.
With
a bit of forethought, planning and desire, you can successfully market
your business in a very effective manner. Below are seven proven
strategies sure to increase visibility, leads and sales.
1.
Business Cards
Business
cards are often one of the most underutilized tools in one’s
marketing.
Use
the front and back of your business card to gain full benefit. Depending
on your market you can put some very valuable information on the back
such as a sports schedule, emergency numbers, or special dates people
want to remember.
Keep
some in your wallet, your automobile, on your desk, and some at home. Be
sure to carry them with you wherever you go and be willing to hand them
out as opportunity presents itself.
Creatively
distribute your card. When you eat out you can leave one with the tip.
If
you borrow a library book, use one as a book mark. Hand them to clerks
in stores who may know other people who could use your product or
service.
When
someone gives you their business card be sure to enter their information
in your database. Send them a short note or email within 48 hours of
meeting them to keep your name fresh in their mind.
2.
Send a picture
A
great way to keep your name fresh in a customer’s mind is to send them
a picture of when they purchased a product or service from you.
Put
a picture of a buyer’s auto purchase in a beautiful calendar. Likely,
the proud owner of the vehicle will display the calendar for the next
365 days.
For
specialty gift shops, when a customer makes a substantial purchase, have
a picture taken with the shop owner. Frame the picture and send it to
the customer.
Chances
are very good the picture will be displayed proudly for friends and
family to see.
A
dentist who specializes in smile makeovers can easily arrange to have a
professional makeup artist and photographer capture the patient’s
beautiful new smile. No doubt the patient will be more than happy to
show others their new look.
3.
Associations
Associations
particular to your market are a great resource for marketing. There are
associations specific to virtually any industry, job type or business. A
quick web search will likely show you how much is available.
A
major opportunity within many organizations is the chance to network.
Additionally, to make presentations. Along with presentations come
publications.
Often,
when you do a presentation, you will get a mention in the association
newsletter, their Ezine and/or on their website.
In
many cases, when an organization has a newsletter or Ezine, they welcome
the presenter writing a press announcement for them. It saves them time
and often assures you have a better chance of the information making it
into the publication.
They
may also welcome you writing an article for their publication or
website.
This
lends itself to pre-presentation visibility. Additionally, you will
position yourself as an expert and increase credibility.
Most
organizations have the following opportunities that can help you to gain
visibility and do some very effective marketing:
-
Newsletters
-
Internet
listings
-
Links
to you website
-
Discounted
advertising rates
-
Networking
opportunities
-
Business
referral services
-
Special
recognition events
-
Education
seminars
-
Business
and membership directories
In
many cases you will need to be a member of the association to take
advantage of the multiple marketing opportunities. In other cases
membership is not necessary.
4.
Committee Involvement
Committee
involvement is a great way to give back to the association or community
while building visibility for you and your business. In some cases, you
may even want to get involved in a committee where you have little
experience or knowledge. This will give you an opportunity to stretch
yourself and meet and network with individuals you may not have
otherwise had the chance to meet.
5.
Contests and drawings
Contests
are a favorite for many businesses such as restaurants or those that
have high foot traffic. Contests are a great way to build your database
quickly.
You
are generating very hot leads when you have a contest with people who
have already frequented your place of business. The key though is to do
back -end marketing. Far too many businesses hold contests, get lots of
names and do nothing with them. In this case, it is a complete waste of
time to hold a contest.
You
can advertise a contest to gain new foot traffic in your place of
business.
Trade
show booths are a great place to hold a contest. Pre-show marketing
helps to generate traffic at your booth. Invite people to stop by booth
# _____ (whatever your
booth is) to enter to win. Creative contests can also generate free
publicity.
6.
Cross-promoting
Join
with other companies who have products or services that compliment yours
and promote each other. Let’s say you have a massage business. You
could partner with a candle company to sell their candles to your
massage clients. They can give out coupons for your massage business. Or
the candle company can partner with a gift basket company.
Cross-promoting is only limited by your imagination.
This
can considerably cut down the cost of business promotion and allow each
business to use promotion techniques that might be too expensive to
implement alone.
7.
Bonuses
Secure
special offers from various businesses who want to share a similar
market as you. When a customer buys a minimum amount they receive a
bonus packet with the various offers from the other vendors. This is a
win/win all the way around. The other vendors gain visibility, you have
something extra to offer you customers and the customers get incredible
value for their purchase.
Be
aware of who you cross-promote and joint venture with. You want someone
who will be equally committed to a campaign.
About
the author
- Kathleen
Gage is a business advisor specializing in marketing and promotions for
small and home based businesses. She is a keynote speaker and the author
of -101 Ways to Get Your Foot in the Door - and - 101 No Cost and Low
Cost Tips to Market and Promote a Product, Service or Business. To
access her free report, Learn How One Salt Lake City Consultant made
Over $100,000 from One Idea, visit www.streetsmartsmarketing.com
For
94 other tips get your copy of 101
No Cost and Low Cost Tips to Market and Promote a Product, Service or
Business.
Regular $7.95 yours FREE click
here to find out how.
Just
Bears and Stuff Gift Shop
If
you are looking for a unique gift for a friend, staff member, client,
family member, or for you, Just Bears and Stuff is a great resource. Avoid
the mall crowds, reduce last minute shopping stress, and select unique
gifts at Just Bears and Stuff.
Free
gift wrapping on any purchase!
www.justbearsandstuff.com
Learn
from speaking experts
 Ever
dream of getting paid to speak? Wonder how corporate trainers get
booked? Want the inside scoop on becoming a published author?
Sign
up for SpeakersNet News and learn from those who are making a living in
the speaking and training industry.
SpeakerNet
News is a free weekly email
newsletter sent each Friday to more than 6000 professional speakers,
consultants, trainers, and authors.
To
begin getting your free weekly newsletter Click
Here
Resources
for Baby Boomer Professional Women
Find
great resources for Baby Boomer Professional Women. Products, services,
articles and more. www.boomerwomenspeak.com
Recommended
Reading
 Become
The Exception
By
Mike Marchev
Learn
while you laugh with this easy to read, entertaining sales book that
will help you put the fun back into selling. 38 individual messages are
sculpted from Mike's personal experiences, failures and successes. This
is a great book for seasoned professionals needing an energy boost and
an action plan for those new to sales. It is the ideal re-energizer for
both professionals and new comers alike.
Note
from Kathleen Gage – Mike’s
writing style is easy to follow, entertaining and engaging.
To
learn more about the author and the book visit: www.marchev.net
From time to time I
will send you separate updates of events, resources and products
designed to help you build your business. You will receive these
as an email message.
CentralPoint Systems
Don't
have a website? Not sure where to begin? On a limited budget?
CentralPoint Systems can help. CentralPoint
Systems:
Simple, inexpensive Web-based software to put BIG marketing
power into your Web site. Build a highly effective new Web
site or re-energize your current one. Get results by adding new
dynamic functions that non-technical people can update.
Get Response
Stay in touch with customers – AUTOMATICALLY! Pull
more subscribers, close more sales, build highly targeted opt-in lists
faster, build trust with your potential customers and turn more visitors
to cash. Get
Response - Autoresponder for marketing your
business.
Street
Smarts
Drive qualified traffic to your website, increase visitors, leads, sales
and revenues beginning right now with little or no cost at all?
Tired of trying to figure it all out yourself? Wondering what is true
and what is hype?
Street
Smarts Making Money on the Internet. Order
today for only $39
Click
Here
Kathleen
Gage's
Business Building Resources
 Looking
for an engaging, dynamic speaker for your next conference or convention?
A speaker guaranteed to energize and pump new life into your group. When
planning your next meeting, conference or convention, Kathleen Gage is
just the speaker to call on.
To
learn more about Kathleen’s speaking availability to speak at your
conference, convention or in-house training session and fee schedule
contact her at: 801.619.1514 or Kathleen@turningpointpresents.com
Receive FREE copies
of 101 Ways to Get Your Foot in the Door
When you book Kathleen
Gage for a speaking engagement in 2006 you will receive $200 worth of
books – 101 Ways to Get Your Foot in the Door. Date for 2006 must be
secured in December, 2005.
Some restrictions apply.
|
No Events Open to the Public
in December
|
 101
Ways to Get Your Foot in the Door
190 pg Paperback book. Looking for unique and creative ways to
get in front of prospects? Look no further!
101 Ways to Get Your Foot in
the Door is filled with great ideas that are sure to set you
apart from the competition.
Order today for
only $19.95 and receive 101
No Cost and Low Cost Tips to Market a Product, Service or Business
absolutely FREE. This easy to
read and apply eBook has lots of great ideas that are sure to get
you on the fast-track of your marketing and promotions.
 
Click
here to order
Your information is SAFE!
This
newsletter is sent by subscription only! As a Valued Subscriber your
name and email address will NEVER be sold, rented or given to any other
person or business entity.
|
|
