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America's Best Cleaners and Smart Fish Marketing Affiliate Marketing Program

by Smart Fish Marketing on Dec 29, 2011

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An overview of the America's Best Cleaners Affiliate Marketing Program, presented by Smart Fish Marketing at the ABC Affiliate meeting in Las Vegas, December 2011.

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An overview of the America's Best Cleaners Affiliate Marketing Program, presented by Smart Fish Marketing at the ABC Affiliate meeting in Las Vegas, December 2011.

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I want to take a minute to introduce myself and share a little about my experience and what I do for those of you who don’t know me. Smart Fish Marketing is an integrated marketing provider – which means that I can provide a wide range of services, from copywriting to graphic design, marketing strategy and online marketing. In essence, I can do anything an in-house marketing department would do, from Marketing Director down to graphic designer, or from planning to execution, but I do it on an out-sourced basis.Smart Fish Marketing was started about 12 years ago in Hong Kong. At that time, I was contracting mainly for large, international construction and construction management firms – which is where my background lay. When I repatriated to the US in 2002, I decided I wanted to work with small business because I saw so many opportunities there. My father is an entrepreneur and small business owner, so I was very familiar with the concerns of that group – and the fact that marketing often took a back seat to budget. But I truly – passionately some would say – believe that every business can have professionally designed, really sharp marketing materials. And, by the early 2000’s, there were so many affordable options on the market that I wanted to bring those to entrepreneurs and SBO’s to help them grow their brands and their businesses.And, I’ve continued to serve small businesses – offering my three-pronged approach. First, I make it affordable – the packages and the a la carte services I’ve put together for ABC are priced in a way that allows you to choose the services you need within a budget that fits your resources. Second, I make it easy for you. I know that as a small business owner you’re busy actually running your business. In fact, I like to say a small business owner isn’t a one-man band –he’s more like a one-man orchestra – and there’s usually not a lot of room for more than the basic marketing efforts. So, I act like an in-house member of your team and take on as much responsibility for projects as possible – keeping you involved while at the same time freeing you up to focus on running the rest of your business. Lastly, I make it good. Whether you need one ad or an entire campaign, my experience and ability to provide a truly integrated service means you get original, high-quality marketing materials.
This is an overview of the types of services I can provide. As I said earlier, I often act as an outsourced Marketing Director – which requires a lot of strategy and planning. Marketing audits have the added advantage of giving me a pretty complete overview of your business, your existing marketing, and any spaces that can be filled in.I have extensive experience in developing corporate ID and branding packages – from new logos, stationary, and business cards to polishing up existing logos and breathing new life into your visual branding.My copywriting services run the gamut from web copy to newsletters and press releases. I can also help prepare marketing copy for brochures, emails, or direct mail, and I’ve helped businesses write case studies, white papers and articles for trade journals and other publications.My first few jobs out of college were graphic design positions, so I have solid experience and talent in that area as well. Again, I can help with brochure development, presentations, direct mail pieces, online banners and email marketing, all the way down to special projects for corporate events and trade shows. My ability to create both the content and the design of pieces is an added value to you, as it gives me a holistic view of the goals and purposes of each piece.I can offer proven statistics that open rates and click throughs for emails I have crafted are several points higher than the industry average. And, finally, I can help you plan out and execute online marketing efforts. I have the experience and knowledge to give you a solid start with search engine optimization and pushing your site up the rankings. Does everyone understand what SEO is?
According to American Dry Cleaner, a good marketing program can offer an ROI of 200% or more – this is essentially the driving force behind Chris and Ed’s decision to bring me in to help with the Affiliate Marketing Program. So that you, as affiliates of ABC, can realize a real return from stronger marketing.The Affiliate Marketing Program is made up of several packages designed to give you bundles of useful marketing tools. I can also offer a la carte services depending on your needs and budget.
The first of the program’s packages is the marketing audit package which gives you a thorough review of all your existing marketing efforts and materials. The deliverable comes in the form of a report that assesses your strengths and weaknesses and makes recommendations for improvement. The report then becomes a working document from which we can work to polish your branding and marketing efforts.
Building on the findings of the marketing audit, The Marketing Starter Package gives you a set of powerful marketing tools. You will receive a one year calendar that contains suggestions for monthly promotions along with pre-written content for your email marketing and social media efforts supporting the campaigns.You’ll receive an SEO review of your website to ensure that your content contains a healthy mix of keywords and terms. I’ll also look at organization and structure and compare them to best practices. When complete, you will receive polished content that should help to improve your search engine rankings – giving you more online exposure.You will receive two SEO-optimized web articles – generally a tips sheet and an informational article – that will appear in search engine results and drive visitors to your site. The purpose behind inbound marketing is to create valuable content that draws consumers to your site as a resource for information – then exposing them to your marketing message once they’re engaged. You can request specific article content, or I can provide general industry content, whichever you prefer.Finally, you will receive two press releases highlighting your business. Some of the topics ideas that have been generated in the past revolve around your green status, the family-owned business angle, community involvement, business awards you’ve received, and your involvement in ABC. Once the press release has been written, I will help you distribute it online at a few of the leading free PR sites – which has the advantage of giving you valuable outside links into your website, helping to boost your standing in the search engine rankings.You are encouraged to include the press release on your website and distribute it to your local media, for additional exposure. In fact, one release that we wrote and sent out for The Cleanery in Albuquerque was picked up by a local news site. Which meant more of those good links into Kurt’s site, and more exposure to consumers.
This is a screen capture of Kurt’s article on Alibi.com. According to an audit by International Demographics, alibi.com is viewed by over 175,000 consumers each week. And, this article is still up 4 months later, continuing not only to give Kurt exposure to new local readers, but those valuable links back to his site are still there and active – still helping to boost his rankings.
Email marketing is probably the most cost effective marketing vehicle available to small business owners today. In fact, according to the Direct Marketing Institute the ROI of email marketing was over 40 dollars for every one dollar invested in 2011.
The promotional calendar included in the Marketing Starter Package ensures that your message will be read by providing you with prewritten email subject lines and copy. The Email Design package takes that one step further by providing you with original graphics that amplify the message. The Email Design Package gives you an email header image for each of the campaigns as well as coordinating coupons, personalized with your shop’s name, website and phone number. These are designed to be “plug and play” – so that you can just pop them into your email and hit send.
With the Email and Social Media Management package, you and I will set your monthly schedule – what day the emails go out and when the promotion expires – and I will handle the rest. I manage the entire email cycle – creating custom headers and coupons for each promotion, crafting the email itself - which you will have a chance to approve before it is sent out - then sending it out on the agreed date. During the promotion period, I will schedule regular Facebook posts supporting the campaign. This all allows you to focus on what you do best – running your business – while ensuring that your campaigns and supporting social media efforts are on schedule.I’m currently providing this service for Kurt Lucero who says that the first email of the program was best response ever with an "existing client" e-mail campaign. In fact, just a few hours after the email was sent out, Kurt called me to say that he had already had three route sign ups, which he felt was a real sign of success.I’m also working with Tim McCann at Best Cleaners on his email marketing and I encourage you to ask both gentlemen about how it works and get their recommendations.
You can see from the statistical results of The Cleanery’s email campaigns that they are experiencing real success. Kurt’s emails have been opened twice as often as the industry average. Likewise, the click through rates – the number of times email recipients clicked on at least one of the links in the email – is several points higher than the industry standard.
There are a couple of specific links that are included on every email sent by both The Cleanery and Best Cleaners – one links email recipients to route sign up and the other to a sign up form for an online account. You all know these are valuable services – as they generate ongoing business from a client, as opposed to the client who clips the coupon one time.An average of 15% of Best Cleaners recipients and 11% of The Cleanery’s recipients click through on the route service sign up form each month. Each of these shops have just over 3,000 names on their email distribution. So, these click through rates represent potential route growth of three to four hundred clients.Likewise – click throughs for online account sign up ranged from just under ten to nearly 20%, meaning 300 to 600 clients clicked on the link each month.
Tim McCann recently started a push to sign up Rewards clients. This is a program in which clients enroll for $50 and are rewarded with discounts and services not only at Best Cleaners, but at several other premium retailers and restaurants throughout the area. The first month we included a link to sign up for the program within the promotional email, 36.4% - or more than eleven hundred - recipients clicked through to the sign up form. Again, that was from a link within an email for a separate promotion, not an email promoting the rewards program itself.…..By the way, Tim’s email this month promotes the Rewards program itself, so we are expecting a much higher click through rate.
The click through rate for The Cleanery’sfacebook page are also strong. Every email from The Cleanery invites recipients to like The Cleanery on Facebook and includes a link to the page. The average click through rate for that particular link is 18.6% which means an average of 558 people are clicking on that “like us” link every month.Likes are those Facebook users who click on the like button on your business page. When someone likes your page, your posts then appear in their personal facebook news feed on their own page. When they like an individual post, every one of their facebook friends see that “sue smith likes ABC’s post” and are shown a link to the post itself. Likes matter – they grow your online audience and spread your message more widely.
It’s a cycle that can be viewed like thisEmail marketing that include links to your facebook page can be used to increase your likes and followersBy increasing your likes, you also increase the number of times your posts are viewed. Increasing views results in increased comments and likes for the individual posts – which in turn, further increases your viewsWhen views increase, your exposure increases, and it follows, your audience increasesCapturing the emails of your followers by installing an email capture form on your Facebook page will help you grow your email list further and allow you to connect with your followers outside of facebook. And, so, we’re back to the beginning.
Being liked on Facebook by clients and potential clients matters because it can really can help you grow your business. Marketing Sherpa’s Email Marketing Benchmark Survey shows that 81% of marketers say that social media extends the reach of email to new markets through sharing and forwarding 47% of marketers say that social media helped them grow their mailing lists more quickly while 31% say that the leads generated on social media are of higher quality than other, more traditional channels.
Integrating your email campaigns with social media can significantly grow your message online. Marketing Sherpa’s Email Marketing Benchmark Survey. shows that 53% of marketers say that integrating the email campaigns with social media increased their ROI. While other studies show that social media audiences prefer for companies to reach them via email.That’s what the Promotional Calendar I’ve developed is designed to do for you – provide content you can use to engage your audience via email and social media, increasing your exposure to those high quality leads.
Here’s an example of what you’ll get when you sign up for the Marketing Starter Package. The 2012 January Promotion is 12 items for $12. There is email content that can be used with your coupon, and there are six social media posts that can be used to support the campaign during the promotional period. Again, these are meant to be interspersed with your own posts on shop news, tips, and items of interest. What you don’t want to use Facebook for is a constant marketing push. If you’re promotional period is three weeks – six posts allows you to share something every 3 to 4 days – keeping your promotion current and in front of your audience without being spammy.
Let’s look at how that has all combined to improve Best Cleaners facebook stats. Here’s a screen capture of the insights for Best Cleaners’ Facebook Page for the period that I’ve been adding the promotional posts. During the same timeframe Tim has been posting about shop news, his very successful coat drive this year, and fun links like the dry cleaner music video that went around earlier this year.In the period that I’ve been working with Tim on his Facebook page – which covers August 1 through last week when I prepared this presentation -his likes have increased 73% compared to the previous three-month period. His views have increased 180% and his interactions – which are the likes and comments on each post – have increased by 475%. Because the average Facebook user has about 130 friends, every time someone likes one of your posts – and it shows up in their news feed - it’s like them telling each and every one of those people about your business. So, it’s important to remember that likes, post views and feedback all represent very real interaction and engagement with your target audience. Likes are word-of-mouth endorsements of the new millenium.
But, I digress. Getting back to the Affiliate Marketing Program, onrof the other projects I’ve worked on outside the package offers is creating all new content and organization for Tim McCann’s site.Since we published Tim’s site with the new content – he says he’s getting one sign up a day, as opposed to the one sign up a week he got before the new site went up. So, his SEO is enabling more of the right customers to find him.
I’ve also done a few special projects – one was a POS display for Kurt inviting clients to like The Cleanery’s Facebook page at the POS to receive 10% off their order. This was targeted to smart phone users and included new quick response code technology, as well as the url. If you’re not familiar with QR codes – a smart phone user can scan the code and the url it is directed to immediately opens on the phone’s browser. You see this used a lot in conjunction with special videos or online offers. It’s a fantastic way to tie together traditional marketing with online campaigns. If you have questions about how you can use QR codes in your marketing, I’d love to talk over ideas with you.I also worked with Tim on sprucing up his wedding tip sheet download, which is more of a traditional piece. I redesigned the entire piece to be more attractive, and then created this graphic, which is now included on the wedding gown page as the value-add download link.
So, that’s an overview of my business, the Affiliate Marketing Program and a little lesson on how and why you want to integrate your email, online and social media marketing to grow your audience.Please feel free to email me or call me anytime with questions. I’m always happy to chat with you about how we can work together and our first “official” call about what you need and how I can help is always complimentary. And, of course, I’ll be here today and tomorrow and would love to meet you individually and find out what is and isn’t working for you.Thanks.

America’s Best Cleaners and Smart Fish Marketing Affiliate Marketing Program — Presentation Transcript

About Me• Integrated marketing services• Over 20 years experience• 100% dedication to small business
Services• Marketing Auditing and Planning• Corporate ID and Branding Packages• Copywriting• Graphic Design• Online and Email Marketing
A good marketing program canoffer an ROI of 200% or more(American Dry Cleaner)
Marketing Audit and Planning Package• Audit of your existing marketing materials and website• Outline of areas for improvement• Basic marketing plan outline and calendar $175
Marketing Starter Package• One year calendar and content for social media and email marketing promotions• Website SEO review and optimization• Two SEO-optimized web articles• Two SEO-optimized press releases highlighting affiliate business $2,530
The ROI of email marketing was$40.56 for every $1 invested in 2011.(Direct Marketing Institute)
Email Design Package• Coordinates with Promotional Calendar offered in Marketing Starter Package• Professionally designed email headers and coupons• Personalization of elements with your name, phone number and website.• 12 header images and 12 coordinating coupons $2,315
Email and Social Media Management • Custom email headers and coupons • Management of email process • Management of coordinated social media campaign $3,165
The Cleanery Email Campaigns 27 % Open Rates The Cleanery Industry Average 7%Click Through Rates 0 5 10 15 20 25 30 Sources Vertical Response, Mail Chimp, My Emma Industries – Retail, Beauty and Personal Care, Products and Services
11 % BEST CLEANERSFREE PICK UPAND DELIVERY 15 % THE CLEANERY BEST CLEANERS 19 % MANAGE YOUR ACCOUNT ONLINE 8.6 % THE CLEANERY
The first month a link for Best Cleaners’ new Best Rewardprogram was included in the email it received:
Email MarketingIncreases Increases Likes Likes Increase exposure to new clients
81 % Of marketers say social media extends the reach of email to new marketsSay that social media accceleratedthe growth of email lists 47 %31 % Say the leads generated by social media are of higher quality
53 % Say the integrating email and social media campaigns increased ROI 75 %Social media audiences say email isthe best way for companies tocommunicate with them
2012 Promotional CalendarEmail ContentHappy New Year! We’re celebrating the start of 2012 with a $12 for 12 items dry cleaning special.That’s right, any 12 items for just $12. Print this coupon and present it at your next visit. Offer expiresJanuary 15, 2012.Social Media ContentSM#1 Did you know a group of twelve things is called a Duodecad? Every duodecad you bring in for dry cleaning is just $12 until January 15.SM#2 The Dirty Dozen would have been a lot cleaner if they had come in for our “12 items for $12” New Year’s special.SM#3 January 11 is “National Step in a Puddle and Splash Your Friend Day”. With our 12 items for $12 special, you can afford to splash 11 more friends.SM#4 January 23 ushers in the Chinese Year of the Dragon. Tradition has it that if you clean your home - including doing dirty laundry - on New Years Eve you will sweep away last years bad luck and be ready to welcome the new. Let us help! Bring in 12 items for only $12.SM#5 It’s leap year. We know you’re leaping for joy at our 12 items for $12 special.SM#6 Whether you believe the Mayans or not, don’t wait to take advantage of our 12 items for $12 special.

America's Best Cleaners and Smart Fish Marketing Affiliate Marketing Program

by Smart Fish Marketing on Dec 29, 2011

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America’s Best Cleaners and Smart Fish Marketing Affiliate Marketing Program — Presentation Transcript