My Blog, Marketing Vista has now moved to it's own domain!
Please visit at www.MarketingVistas.com now and in the future!
Thanks,
Dale Bohman
Wednesday, January 21, 2009
Monday, January 12, 2009
Marketing to Your Closest Customers
For many businesses the distance to their customers is critical to their success. So if you are going to start marketing, start with your potential customers closest to you! Selling to prospects closest to you also helps keep a business' expenses down by reducing travel time and labor!
Modern Computing makes it possible to target your prospects in a radius around your business. A knowledgeable mailing/marketing company can take a central address and search out by a distance or even a number of contacts. Then you can even search by other demographics, for example income range, families with children, homeowners and many more!
An example would be targeting the first 2500 prospects around your business address that were homeowners, with incomes over $50,000, and that had children in the household. If you really qualify your targets well, you can effectively let those people most likely to buy from you...KNOW about you!
It's a great strategy for service companies, retail stores, restaurants, day care...etc.
Modern Computing makes it possible to target your prospects in a radius around your business. A knowledgeable mailing/marketing company can take a central address and search out by a distance or even a number of contacts. Then you can even search by other demographics, for example income range, families with children, homeowners and many more!
An example would be targeting the first 2500 prospects around your business address that were homeowners, with incomes over $50,000, and that had children in the household. If you really qualify your targets well, you can effectively let those people most likely to buy from you...KNOW about you!
It's a great strategy for service companies, retail stores, restaurants, day care...etc.
Tuesday, January 6, 2009
Stand Out in the Crowd
Top Of Mind Awareness continues to be our goal in promoting our business. One of the things we do for ourselves and our customers is the use of advertising specialties or logo items. We use pens, pads, mugs, letter openers, paper clip holders, stress balls, etc. The goal is to be the first vendor to come to mind when they need something, or to be the "other guy" that comes to mind when they are frustrated with their current vendor. Studies show some of the advantages of having advertising specialties in your marketing:
Instant Recall: More than 8 out of 10 (84%) respondents remembered the advertisers of the promotional products they received.
Very Impressionable: 42% of respondents had a MORE favorable impression of an advertiser after receiving the item and nearly a quarter (24%) said they are MORE likely to do business with the advertiser on the items they receive.
It's all business: Most respondents (62%) have done business with the advertiser on a promotional product after receiving the item.
Pens are in: Writing instruments are the most-recalled advertising specialty items (54% of respondents recall owning them.), followed by shirts, caps and mugs.
User Friendly: The majority (81%) of promotional products were kept because they aware considered useful.
Staying Power: More than three-quarters (75%) of respondents have had their items for more than 6 months! (This is the TOMA we are talking about, that's a 6 month commercial sitting on their desk).
It's interesting to me that I've received calls even years later from someone that I dropped something off to. I wonder how many commercials I still have running on someones desk right now...
http://www.pipmarketinggroup.com/
Instant Recall: More than 8 out of 10 (84%) respondents remembered the advertisers of the promotional products they received.
Very Impressionable: 42% of respondents had a MORE favorable impression of an advertiser after receiving the item and nearly a quarter (24%) said they are MORE likely to do business with the advertiser on the items they receive.
It's all business: Most respondents (62%) have done business with the advertiser on a promotional product after receiving the item.
Pens are in: Writing instruments are the most-recalled advertising specialty items (54% of respondents recall owning them.), followed by shirts, caps and mugs.
User Friendly: The majority (81%) of promotional products were kept because they aware considered useful.
Staying Power: More than three-quarters (75%) of respondents have had their items for more than 6 months! (This is the TOMA we are talking about, that's a 6 month commercial sitting on their desk).
It's interesting to me that I've received calls even years later from someone that I dropped something off to. I wonder how many commercials I still have running on someones desk right now...
http://www.pipmarketinggroup.com/
Wednesday, December 31, 2008
VITO in 8 Seconds
I'm reading Anthony Parinello's new book "5 Minutes with VITO" (VITO stands for Very Important Top Officer). He talks in the book about how when dealing with VITO you have 8 seconds to make an impression! Or rather, VITO forms his/her impression of you, ...and if they are likely to do business with you, in those 8 seconds.
That sounds like a lot of pressure in 8 seconds, but the advantage of selling to VITO is that he doesn't have to go to anyone else to approve his decision. He generally moves fast and wants things done fast once he decides on something. VITO is the person you want most to be dealing with.
We're all a lot like VITO in our own circles, we make snap decisions or judgements about people within those same 8 seconds. The key when interacting with others is to know what their concerns are and how you can help them. Some ideas I try to keep in mind when meeting with someone:
That sounds like a lot of pressure in 8 seconds, but the advantage of selling to VITO is that he doesn't have to go to anyone else to approve his decision. He generally moves fast and wants things done fast once he decides on something. VITO is the person you want most to be dealing with.
We're all a lot like VITO in our own circles, we make snap decisions or judgements about people within those same 8 seconds. The key when interacting with others is to know what their concerns are and how you can help them. Some ideas I try to keep in mind when meeting with someone:
- What is my goal or objective when meeting with someone, and order, another meeting, learning about what they need? Setting your goal gives direction to your meeting.
- How will they expect me to be dressed. For some appointments I'll wear a shirt and tie, some more casual, sometimes a suit. I try to know my environment (and it's always better to go in overdressed than under dressed...in my opinion).
- Know about the person and company you are meeting with BEFORE the appointment, look at their website, google for news. Don't go in and ask stupid questions about their business that you should already know.
- Don't spill your guts and tell everything about your company, your prospect only cares about the things that directly affect them...otherwise your wasting their time.
It's also interesting to note that the same principles apply to your printed marketing pieces. When they show up in your prospects mailbox you only have 1-2 seconds to make an impression before your targets puts you in the "read" pile or the garbage can. It is important to note that in the same way talking with your customer about what they are interested in works for your printed pieces too. Now days you can customize the content of each piece based on what you know about the prospect. Is it a map in their area? An offer that they specifically qualify for? A stage of their life that they are in? All should be taken into account when approaching your prospect whether in person or another media.
www.pipmarketinggroup.com
Saturday, December 20, 2008
10 Ways to Generate Leads
Smart salespeople use a variety of methods for identifying prospects. Here are 10 tried-and-true ways to get qualified leads:
1. Referrals. These are much easier to sell to than a new lead. Just ask current customers if they know anyone else who could use your products or services.
2. Networking. Join organizations that bring you closer to potential buyers. Increase your exposure by becoming an active member. (Talk to me about how I'm involved in the Osceola Chamber of Commerce)
3. Trading Leads. This works best with other salespeople who sell in the same markets as you. There are even "Leads Groups" that meet weekly or bi-weekly to share leads.
4. Lists. Obtain highly accurate lists of businesses and people in your target markets. You can target income ranges, family demographics, ethnic groups, homowners, renters...I think you get the picture, we can zero in on your target.
5. Business Directories. These often provide additional information about businesses and people in your target markets. You can also subscribe to some online like you will find at www.salesgenie.com
6. Canvassing. Canvassing is done by physically walking into offices and introducing yourself. You might even get an opportunity to speak with a key contact. (Sometimes we call this "cold-caling" some people think it's scary, but if you do it right it doesn't have to be).
7. Direct Mail. Did you know the typical consumer is hit with 4000+marketing messages a day! How effective can a mail piece delivered directly to your prospect with a relevent message be? VERY!!! Make sure you grab their attention in the first 1-2 seconds though or it might not get completely looked at.
8. Trade Shows & Community Events. These provide excellent opportunities for face- to-face contact. Pay attention to your local area, there are often smaller trade shows or community events you can take advantage of.
9. Business Journals. These help keep you up to date on companies and their people, such as those who have been recently hired or promoted. If you want to make it really easy you can subscribe to an "rss" feed. I have an app on my google home page that shows me the headlines from my local business journal every day!
10. Old customers. Are you considering ways to breath old life into your new accounts? I have specific letters I send out to invite former customers to do business with us again!
11. Bonus Tip: Keep Your Existing Customers: When was the last time you talked to your best customers and thanked them for doing business with you. The new year is a perfect time to call your top customers and ask them what they will be doing for 2009 and how you can help them!
www.pipmarketinggroup.com
1. Referrals. These are much easier to sell to than a new lead. Just ask current customers if they know anyone else who could use your products or services.
2. Networking. Join organizations that bring you closer to potential buyers. Increase your exposure by becoming an active member. (Talk to me about how I'm involved in the Osceola Chamber of Commerce)
3. Trading Leads. This works best with other salespeople who sell in the same markets as you. There are even "Leads Groups" that meet weekly or bi-weekly to share leads.
4. Lists. Obtain highly accurate lists of businesses and people in your target markets. You can target income ranges, family demographics, ethnic groups, homowners, renters...I think you get the picture, we can zero in on your target.
5. Business Directories. These often provide additional information about businesses and people in your target markets. You can also subscribe to some online like you will find at www.salesgenie.com
6. Canvassing. Canvassing is done by physically walking into offices and introducing yourself. You might even get an opportunity to speak with a key contact. (Sometimes we call this "cold-caling" some people think it's scary, but if you do it right it doesn't have to be).
7. Direct Mail. Did you know the typical consumer is hit with 4000+marketing messages a day! How effective can a mail piece delivered directly to your prospect with a relevent message be? VERY!!! Make sure you grab their attention in the first 1-2 seconds though or it might not get completely looked at.
8. Trade Shows & Community Events. These provide excellent opportunities for face- to-face contact. Pay attention to your local area, there are often smaller trade shows or community events you can take advantage of.
9. Business Journals. These help keep you up to date on companies and their people, such as those who have been recently hired or promoted. If you want to make it really easy you can subscribe to an "rss" feed. I have an app on my google home page that shows me the headlines from my local business journal every day!
10. Old customers. Are you considering ways to breath old life into your new accounts? I have specific letters I send out to invite former customers to do business with us again!
11. Bonus Tip: Keep Your Existing Customers: When was the last time you talked to your best customers and thanked them for doing business with you. The new year is a perfect time to call your top customers and ask them what they will be doing for 2009 and how you can help them!
www.pipmarketinggroup.com
Thursday, December 18, 2008
Small Business Council Retreat
I thought I would put up a brief slideshow of the SBC Reatreat in action!
In our current economic situation we will be working hard to help the small businesses of Osceola County be successful! Stay tuned for more!
Tuesday, December 16, 2008
Networking, Worth the Effort
Today we met as the Osceola Chamber Small Business Council for our annual retreat and planning session for the upcoming year. (I serve as the Communications Chair this year). It was interesting that in a discussion of how to help the Chamber keep members there was a lot of discussion about helping members learn how to network. The discussion ranged from a better orientation to a year long effort at handholding with a lot of discussion in the middle.
The bottom line is that if you are a business owner or salesperson trying to grow your business, you must become more comfortable with networking in order to be effective. One concern we discussed today was some business peoples unrealistic expectations to join the Chamber, attend and event for the first time and expect a truckload of business to fall in their lap. They get to a room full of people they don't know and realize it is hard to walk up to people you don't know and introduce yourself, or to stand by yourself and wait for people to walk up to you.
Networking CAN be a very valuable tool, but it is developed over time and is not an instant big win, but it is many small relationships that build to a large success over time. Some of the ways to make it effective are to join groups and participate in bigger ways than just attending an event. Serve on a committee, volunteer to help with an event, be an ambassador, go to a leads group. The more you go the more you will get to know the people in your business community.
Another important tip is to have a goal when you go to a meeting. It may be as simple as committing yourself to introduce yourself to 2 new people you haven't met before. The SECRET is that everyone else is there to meet people and they will appreciate your introduction! (We all deal with the same challenge of building up our courage sometimes). It is also important to look for ways to help other people be successful and they will return the favor! Look for ways to give other people business and send them referrals.
The real key is to get out there and do it consistently, one or two meetings or events will not make your networking and effective part of your plan.
http://www.pipmarketinggroup.com/
The bottom line is that if you are a business owner or salesperson trying to grow your business, you must become more comfortable with networking in order to be effective. One concern we discussed today was some business peoples unrealistic expectations to join the Chamber, attend and event for the first time and expect a truckload of business to fall in their lap. They get to a room full of people they don't know and realize it is hard to walk up to people you don't know and introduce yourself, or to stand by yourself and wait for people to walk up to you.
Networking CAN be a very valuable tool, but it is developed over time and is not an instant big win, but it is many small relationships that build to a large success over time. Some of the ways to make it effective are to join groups and participate in bigger ways than just attending an event. Serve on a committee, volunteer to help with an event, be an ambassador, go to a leads group. The more you go the more you will get to know the people in your business community.
Another important tip is to have a goal when you go to a meeting. It may be as simple as committing yourself to introduce yourself to 2 new people you haven't met before. The SECRET is that everyone else is there to meet people and they will appreciate your introduction! (We all deal with the same challenge of building up our courage sometimes). It is also important to look for ways to help other people be successful and they will return the favor! Look for ways to give other people business and send them referrals.
The real key is to get out there and do it consistently, one or two meetings or events will not make your networking and effective part of your plan.
http://www.pipmarketinggroup.com/
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