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New distributor track

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Advice for distributors that are new to the promotional products industry.

Advice for distributors that are new to the promotional products industry.

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  • ConstantContact, iContact, Vertical Response They track clicks, opens Manage lists, opt-outs, SPAM Hundreds of templates ConstantContact, iContact, Vertical Response They track clicks, opens Manage lists, opt-outs, SPAM Hundreds of templates ConstantContact, iContact, Vertical Response They track clicks, opens Manage lists, opt-outs, SPAM Hundreds of templates

New distributor track New distributor track Presentation Transcript

  • Business-Building BUZZ Presented by: Don Mennig [email_address] 800-546-1350 ext. 3866
  • Goal & Overview
    • Introductions
    • Guerilla’s get E2E
    • Social networking
    • Email marketing
    • PR
    • Getting by the gatekeeper
    Leave here with actionable ideas and knowledge that will help you get your business noticed.
  • A little about me …
    • Don Mennig
      • Executive Director of Marketing at ASI
      • 15+ years marketing experience
      • Ran my own agency before joining ASI
    • Guerilla’s get …
    • Working with limited resources
    • Presence, awareness top of mind
    • Effort to effect (E2E)
    • How to fail with 200 leads
    • How to generate BUZZ!
  • Why all the buzz about social networks and B2B? People buy from those they know, like & trust!
  • A quick exercise… Using your best elevator pitch sell a person near you (not in your company) on what you do and why they should buy from you.
    • Now, instead of selling
    • the person tell them
    • something you are
    • truly passionate about
    • Favorite vacation
    • Hobby you love
    • A little about your family
  • You’re about to give me a call …
  •  
  • Building Buzz: Add value. Be relevant.
    • Don’t come on too strong
    • Get a sense for the people and the conversations
    • As soon as you know the ‘temperature’ DIVE IN!
    “ If you were a new burger at McDonald's, you'd be McGorgeous...”
  • Building Buzz: Be Social
    • 4 out of 5 posts should be social or informational, NOT business, product or offer driven
    “ The thing we do best is really service our customers ... blah, blah, blah.”
  • Building Buzz: ROO
    • Join 3 sites & ‘X’ groups
    • Make ‘X’ contacts
    • Update ‘X’ times
    • Spend ‘X’ time
    • Establish goals
      • New prospects - Social only offers - New customers
      • % increase of sales from current ‘social’ customers
  • Buzzkill: Behave
    • Everyone has a camera
    • Don’t drink and post
    • Know your history
      • We can still be friends?
    “ It was just one game of beer pong … really!”
  • Buzzkill: The Timesuck
    • Social networking at work should be scheduled.
    • Unless you’re actively networking with someone, stop when you say you’re going to stop!
    • Have fun at home  !
    “ The next thing I knew half the day was gone ...”
  • Maximize your E2E – Effort to Effect It Can Be Overwhelming
  • Facebook.com – Your Starting Point
    • Set up a personal and business page
      • Set up your ‘lists’
      • Define who sees what
    • Connect with family, friends, colleagues, clients & contacts
  • Working FB for B2B
    • Friend finder
    • Groups
      • Share ideas and knowledge
    • What to post
      • Human things 
      • Relevant updates
      • New products & technologies
      • Specials & offers
    • Timing is everything
  • Why LinkedIn?
    • Different tone and expectation than Facebook
      • People join LinkedIn to advance their business and careers
      • Referrals, introductions and prospecting are expected
      • Research, research, research
  • LinkedIn.com
    • Two areas to focus …
      • Re-enforce/ validate professional capabilities within your current network
      • Find new business connections and prospects
  • Getting Started With LinkedIn
    • Upload your photo, work experience & education
      • Takes time but makes linking easier
    • Vanity URL
    • Request ‘links’
      • Upload contacts
      • Link to suppliers
    • Ask people to recommend you
  • Maximize LinkedIn
    • Use mail feature
      • 30% open rate
    • Join Groups
      • Set to Digest mode
    • Read/Post status updates
    • SlideShare
  • ASI Members With Social Buzz IRL
    • Facebook: Charley Johnson – First 10 customers that find him at the show win cash, prizes and more.
    • LinkedIn: Ernest > Don > David > Fred
    • Twitter: Jennifer Brown
      • Single order in 2008, no reorders, stonewalled at the gate
      • Followed all her clients, RT’d their tweets
      • June 2009 got orders for $5k, $4k & working on $2k
  • Make It Easy
  • Generate Buzz with Email
    • BUZZ = Dirt Cheap
    • BUZZ = Easy
    • BUZZ = High E2E!
  • Buzz = Compelling Content
    • Have a reason for emailing
      • Clearly state ‘What’s in it for Betty!”
      • Make sure it is compelling
    BUZZ = Compelling Content (WIIFB)
  • Buzzworthy Email Design
    • Body copy/ Design
      • Keep vital information and offers above the ‘fold’
        • Like a newspaper story your first paragraph should include all vital information
        • In general, shorter is better
      • Use relevant images – photography is best
      • Flash, audio, .exe etc… are all stripped out by email servers
        • Animated .jpgs work
        • ‘ Fake’ video works
      • 64% on mobile devices (text left, image right)
    • Personalize your email subject & body copy
      • First name, company name, industry
    • Give them one thing to do (if you’re trying to land sales/ leads)
      • 530 pixels wide
      • Put offers at the top, as links in the copy, and at the bottom.
      • Make sure your offer is close to the strongest visual image on the email
    • The more the merrier?
    • Think PONG
    Buzzworthy Email Design
  • Buzzkill?
    • Subject lines
      • 50/35 characters? 3 words? Subject line = email?
    • Personalization backlash?
      • First names must also be included in body copy
        • Improve open rates by 5%
        • Not included in body copy decreases by 8%!
      • The sender relationship is key
    • Spam
        • “ Don, ASI announces enhancements to ESP Online”
      • Avoid other terms you see in SPAM: discount, ALL CAPS, !, (Free)
  • Amplify The Buzz
    • Display your email somewhere other than your customers’ inboxes
  • PR Buzz
    • Mashable – Free PR sites (i-newswire.com)
    • Media rules
      • Busy – find out deadlines
      • Not friendly
      • Not about you -understand who their audience is and be relevant to them
      • Read on them first
      • Blogs, social media, FB, twitter
    • The media bandwagon
    • The newshole
    • Take ASI releases and insert yourself into the story
  • 5 ways to beat the gatekeeper
  • The Tradeshow Stalker…
  •  
  •  
  • Be NICE!
  • “ As a gatekeeper of the President of a large corporation I divert anywhere from 20 to 30 calls per day … The calls that impress me the most (and by the way, that's what it takes), are the ones that give me all the valuable information up-front.” “ At some companies, the relief staff is not as efficient at gate keeping, so try to call during lunch …” “ Our meeting on the 18 th ”
  • Q&A
    • I suspect we don’t have much time left so …
    • Friend me on Facebook: Don Mennig
    • Link to me on LinkedIn: Don Mennig
      • (presentation will be on SlideShare)
    • Follow me on Twitter: Don_Mennig