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12 Marketing Tips To Get Ahead
Mar
This will help ensure they are still with you when the market recovers. For instance, our client McRoskey Mattress Company offers $200 to existing customers every time they refer a new customer who buys at least $500 in product. www.mcroskey.com/referral_program
If used correctly, with strong visuals and a relevant message, email is an inexpensive way to continue prospecting in the recession. Research and industry materials show that email marketing is growing while direct marketing and television advertising are decreasing. In fact, according to industry experts, targeted e-mail campaigns are lowering the cost to acquire a new customer compared to other marketing channels.
Make sure your email has a targeted message and product offering. For example, send an email to a recent buyer that features a complementary product or related item.
We recently implemented an email program for a Shorenstein-owned property in San Francisco. The list was a good one and the email achieved an 87 percent open rate. (email to the right)
Repetition can be achieved through constant use of one channel such as radio or using all tools to create an integrated program where through repetition the sum is greater than the parts. Include a strong web presence, social media, a useful newsletter, interesting podcast, print mailing, trade shows and other outlets.
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We periodically check in with our clients to see how we are doing outside of the day-to-day work. Create a feedback routine with your clients/customers. Don’t tolerate shortcuts or shortcomings. Reputation reigns.
Add new products or services or twist an existing one to more clearly connect with their needs. For instance, we work with our clients to set up Facebook and Twitter pages. 1 year ago this was not on our clients' radar screen. We recently set up a Twitter for 1-800 Radiator and body shops now get daily updates via the web.
Have a risk-free introductory offer. For instance, offer a free 30-day trial of your product or a free consultation. For this tip we are putting our money where our mouth is and offering new clients a FREE Twitter page background, if you will let us tell you about how we can help your company or organization. Email Dennis to discuss your marketing needs.
Reexamine your zip codes, look at industries less affected by the economic downturn as potential markets. Our client the Town of Laughlin, NV hired one of our partners, Applied Development Economics to determine what businesses are ready to relocate based on their assets. This research is currently directing Laughlin's entire marketing program including web, marketing materials, publicity and email.
If the tiny Pacific island of Kosrae can afford to develop a PR program, then you can too. Print publications are disappearing but people can get the news online, through ezines and blogs and on radio and TV. This approach can work for you too. Read more about Kosrae.
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Potential customers love to hear what others have to say. The more specific the endorsement the better. For example one of our clients, Curt Johnston with the City of Fairfield once wrote in an email "Placemaking Group helped Fairfield to attract businesses over the last year bringing 1,100 new jobs to Fairfield." We asked him if we could use the quote.
More and more often people are turning to video delivered in short bites or when travel is not in the budget to catch up on industry news. We have worked with our client the American Iron and Steel Institute to create video modules of key presentations that tell its story. http://www.shortspansteelbridges.org/resources.html
This can be as simple as freshening up your copy or a new design for your web site and marketing materials. Learn more about how we helped Orinda Academy.
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To learn more about how you can stay ahead of the competition, contact: Dennis Erokan, president, Placemaking Group derokan@placemakinggroup.com 510.835.7900, ext. 203
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