Your Summer
3 Ways to Make
Sizzle
Sales
Lora Ullerich
Brand Journalist
@coleinformation
Session Framework
•Hyper local ideas for brick and
mortar
•Referral market...
• $50 Giveaway
• Dashboard questions
• Get Social:
• @coleinformation
• Facebook.com/coleinformation
Housekeeping
4
• Cole Information
• Published in 1947
• Blue Book
• Criss-cross directory of addresses
and phone numbers
• Invaluable i...
• Some businesses are overwhelmed with work:
• Vacation hot spots/rentals, restaurants, unique
local shops
• Construction,...
Page 7
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
• Like to shop close to home
• 1.3 million consumers poll...
Page 8
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Capitalize on this trend.
Page 9
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
• Shop small to support community
• Consumer education fo...
Page 11
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
So where do you start?
Page 12
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Follow
up
Create
Invite
Drive Traffic to You
Find new
cu...
The Event
•Have outdoor signage, balloons, et.
•Sign-in sheet asks for alternative contact info:
•Email address
•Cell phon...
Page 14
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Summer Sidewalk Sale
• Unique to your product/service
• ...
Hit the Road
•Farmers market, festivals, fairs, etc.
•Promote via social media, email,
newsletter
•Make it fun
Page 16
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Offer Freebie’s
•Cupcake of the day
•Throw back Thursday...
Page 17
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Broadcast Knowledge
Page 18
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Guest List
• Rule of thumb: 60% of RSPV’s show up.
•...
Up-To-Date MKGT List
•45 million homeowners move each year
•48 million workers switch jobs
•Errors in human data entry
Tell the Neighbors!
Postcard Design
•Bold headline
•Colors pop
•Creative, supporting copy
•Call to action
•Logo
•Contact info
Use Social Media
•“Daily Deal” and “Lunch
Special” keywords
•#hashtags
Hyper-local marketing:
•Location based service apps
•SMS text messaging
Why it’s important:
• Generate buzz = More traffic...
•43% of all Google searches are local
•More than 50% of mobile searches are local
Google +
26
Reminders
Page 27
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lend a Community Hand
•Donate to the cause
•Lend a hand
...
Show
your
support
Extend Your Reach
•Communicate via eNewsletter.
•Use social media to ask how people are using
product/service around the c...
Follow-Up
Source: Insidesales.com/responseaudit
•Fifty percent never get called/emailed.
•Takes 42 hours to follow-up on a...
5 Action Points
•Create an in-store event/set up temporary shop
•Use traditional media to direct traffic to your store.
•C...
Three Ways to Make Your Summer Sales Sizzle
Three Ways to Make Your Summer Sales Sizzle
Three Ways to Make Your Summer Sales Sizzle
Upcoming SlideShare
Loading in …5
×

Three Ways to Make Your Summer Sales Sizzle

367 views
297 views

Published on

Need creative ways to drum up business as temperatures warm up and out-of-office emails bounce back? This Small Business Marketing 101 webcast breaks it down. You'll come away with knowledge on how to put some sizzle back into your sales in three ways including:

• A surefire way to bring customers and prospects to your brick and mortar
• Tips on getting new neighbors to come calling
• Referral marketing tactics and more!

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
367
On SlideShare
0
From Embeds
0
Number of Embeds
99
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Good morning everyone,
    Today’s small business marketing 101 webcast is Make summer sales sizzle: 3 ways:
     
    Need creative ways to drum up business as temperatures warm up and out-of-office emails bounce back? Join us for this Small Business Marketing 101 webcast. We’ll show you how to put some sizzle back into your sales in three ways including:
     
    • A surefire way to bring customers and prospects to your brick and mortar
    • Tips on getting new neighbors to come calling
    • Referral marketing tactics and more!
     
  • Need creative ways to drum up business as temperatures warm up and out-of-office emails bounce back? Join us for this Small Business Marketing 101 webcast. We’ll show you how to put some sizzle back into your sales in three ways including:
     
    • A surefire way to bring customers and prospects to your brick and mortar also tips on where you can gain a presence & get your product/service out there.
    • Tips on getting new neighbors to come calling
    • Referral marketing tactics and more!
     


  • $50 Amazon GC,
  • Before we get started, a little background about our company.
  • Depending on your industry or service, the timeframe between memorial day & labor day can either be super busy –or super slow.

    Take popular vacation destinations—the restaurants, campgrounds, hotels and stores are super busy during those summer months.

    Or the construction industry, remodeling and lawn care/land scraping services—you’re also dealing with almost too much work than you can handle.

    While other industries—like insurance or home furnishing stores like west elm, Pottery Barn and shops like the Gap or J crew are hurting for folks to come inside and shop.
  • At the same time, new research shows home is where the heart is & also where people like to spend money.

    And it can seriously benefit Local marketers by staying local. What do I mean? A new study from 8Coupons.com indicates that a majority of US consumers spend often within a five mile radius of their home. Ergo, marketers who keep their ad dollars local or who use hyper-local targeting efforts are likely to increase traffic through their doors.
    One caveat, is they’re drive outside their 5 mile radius for special events—anniversary’s, birthdays, etc.

    In addition, when you consider that more than 90% of adults in the US own a cell phone and of those, more than half are using a smartphone, the number of folks using their phones and social media to find deals, mark purchases is going to increase.

    So how can small businesses captialize on this?
  • Small business—no matter what your product or service—can capitalize on this trend.
  • The answer is hyper-local marketing.

    It’s really like Small Business Saturday—where you encourage consumers to support their communities by shopping small—everything from where they buy their coffee, to their groceries, clothes, etc.

    It’s a local community orientated strategy that focuses on educating consumers in your locality about your particular products and services. it’s like a microscope that can focus right down on a city and even neighborhoods to marketing products more effectively.

    It really comes down to three tactics:

    Traditional marketing
    Digital marketing
    Social/word of mouth

  • We feel there’s a lot of ways to do that, but it really comes down to three tactics that encompass everything from
  • But let’s say you’re a small business that’s just starting out, where do you start??
  • Finding customers is really as easy as creating as:

    1) creating an in-store event with a unique offer or irresistible opportunity

    2) Invite the neighbors to the event and telling them about the unique/irresistible offer

    3) Ensure the event is well organized, capture additional details for regular post-event follow-up.

    Then build off the cycle & continue to build your customer base.

  • Real estate is a relationship business

    People do business with people they know and trust
  • The event needs to be unique to your product/service. as part of the that, make sure it’s lemon Days/customer appreciation or there’s a unique host.

    For example,
    if you’re a wine store, have a vitner come out & talk about his/her unique vineyard
    If you’re a cupcake store, have a cupcake and more night
    If you’re a boutique, have a fashion show w/ the latest collection & as part of that, there’s wine & cheese
    Maybe you’re a jeweler & you have a ring cleaning party where there’s free pedicures when ladies wait

    In addition to the event, make sure there’s a unique offer—like a one-time coupon for a percentage off or a

  • When it comes to the guest list, usually around 60% of people invited show up—that’s because there’s last minute things that come.

    So to achieve your attendance goal be sure to get 40% additional RSVPs than you actually need. In other words, if you want 100 people to show up, aim to get 140 RSVPs
  • At Omaha’s Carson Wealth Management, founder Ron Carson and his lieutenants meet four days a week for early morning investing-strategy sessions designed to uncover the next great money-maker for the thousands of clients counting on them for prosperous futures.
    Far from being secretive closed-door meetings, the planning sessions are open to virtually anyone who has an account with Carson or with one of the company’s affiliated firms, the wealth advisers nationwide who farm out their investing and administration to Carson. The audio of the meetings is broadcast over the Internet, recorded and made available for later use as well.
    “People expect more these days, and they want the personal service to go with it,” said Ron Carson, who started his wealth advising business selling mutual funds from his University of Nebraska-Lincoln dorm room in the 1980s. “Clients are asking us to tell them in layman’s terms why we sold or bought a security or changed an allocation.”
    Carson’s willingness to let clients see how the sausage is made is one way wealth advisers are responding to increasingly demanding customers. The demands for greater transparency about what exactly is being done in return for the fees collected are driving wealth managers to increasingly higher levels of disclosure and client engagement.
  • Add a direct mail component…When it comes to the guest list, usually around 60% of people invited show up—that’s because there’s last minute things that come.

    So to achieve your attendance goal be sure to get 40% additional RSVPs than you actually need. In other words, if you want 100 people to show up, aim to get 140 RSVPs
  • Lists go bad! They decay by as much as 2% each month : http://blog.netprospex.com/2013/01/07/resolve-to-have-a-better-contact-database-in-2013/

    That doesn’t seem like much, right?
    Wrong! When you consider this:

    According to the USPS: 45 million Americans 17% of Americans move each year
    That’s about 1 out of 6 families moves into a new neighborhood
    The us bureau of labor statistics said 48 million people changed jobs in 2011
    Not to mention human data entry errors which account for 25 % of data quality issues.

    That’s why when you’re sending out postcards or making phone calls using a list that’s 6 months or a year old, your data is wrong!
    Returned mail
    Disconnected phones
    Undelivered emails

    That’s why Cole X-Dates is unlimited—we want you to download a new list for every marketing campaign—because we know things change.


    So if you’re using a list that’s six months old—chances are—your information is only 88 % accurate.
  • With many of our products, you can builld your target market around your brick & mortar just by using Google Maps technology
    This is accurate, reliable information that’s easy to use.
    Plus, it’s updated monthly, be ensure the most accurate information.

    All you have to have is a starting point address.
  • Referral marketing is one of the best ways to promote your business, but it’s usually organic in nature. Get proactive by putting door hangers, sending out postcards to neighbors of customers you’re currently working in.

    Use
    door-hangers
    Postcards
    Yard signs
    Coupons

    To alert folks of what you’re doing & why you’re there and how they can get in touch with you.



  • Joy Gendusa founder/CEO of Postcard Mania says some tips to keep in mind…
  • The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%.

    That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience.

    That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well.

    Including word of mouth marketing
    Direct mail marketing
    Telemarketing

    Depending on your audience, there’s a best time & best way to reach them.

  • Forsquare and other location based services, you can put your organization on the map so people can checkin whenever they come to an event. In addition, foursquare allows you to share your check-in on sites like FB & twitter for even more exposure.

    Also there are services out there that help you provide SMS text messaging opportunities

    For the first time, the Pew Research Center’s Internet & American Life Project has found that cell phone ownership among adults has exceeded 90%. Cell phones are now being used by 91% of adults, according to the survey conducted between April 17 and May 19 of 2,252 adults.
    Read more: http://www.entrepreneur.com/article/227124#ixzz2XLkRQOio

    http://www.entrepreneur.com/article/227046

    Own your local market and communicate with them by using location based applications to stay top of mind with customers & prospects.

    Foursquare is one place to do this. The application allows consumers to “check in” via their cell phones at various venues and leave a peer review. Restaurants, coffee shops and businesses are taking advantage of this mobile app to connect with their frequent customers and give them incentives for being loyal customers. And it’s popular. In just two years, the company now has 10 million people who are using it.




    Read more: http://www.entrepreneur.com/blog/225436#ixzz2XM67YwFL
  • Why? Because business locations aren’t properly listed on all the major location-based marketing services like Google+ Local, Foursquare, Yelp, Facebook, MapQuest and others with the correct images, address, phone number and additional information like menus, specials and more

    Claim your local real estate on sites like google places why?

    43% of all Google searches are local or location based
    Over 50% of mobile searches are local or location based
  • The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%.

    That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience.

    That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well.

    Including word of mouth marketing
    Direct mail marketing
    Telemarketing

    Depending on your audience, there’s a best time & best way to reach them.

  • At least two deadly tornadoes touched down in northeast nebraska town of Pilger (last week) on June 16, killing 2 and injuring dozens.

    A horrible event & also, thousands of residents and volunteered have descended upon the town of 360 to help pick up the pieces & help out.

    A great way for small businesses to show community support and help out in times of tragedy like this, is to donate a portion of sales from a particular day/time & donate it to the relief efforts.



  • Real estate is a relationship business

    People do business with people they know and trust
  • Our latest is a fun and revealing study we call a ResponseAudit. We do sort of a “secret shopper” on a company’s website. We go to their site and submit a test lead, an online inquiry into their most notable offer on their website, and see how fast and persistent they are in responding to us.
    We have now done this almost 16,000 times.
    It takes a lot of work from our teams. We had to develop aliases with real phone numbers, real email addresses, and now even real domain names with a website behind it because companies like Eloqua, Marketo, and Act-On all got really good at culling out our test leads if we used email addresses from gmail.com, hotmail.com, yahoo.com, etc. It’s hard to pull a fast one on those guys.
    This research shows a dramatic increase in the speed of lead response by the lead generation companies themselves, by nearly two days faster!
    In fact, the lead generation industry is now the fastest industry we have ever tested. Great job folks! You are drinking your own medicine.

    Comparing the results from a benchmark study completed in 2010, attendees of the show responded an average of 39 hours faster. In 2010, LeadsCon attendees responded in 56 hours and 5 minutes compared to 2013 where attendees responded on average in 17 hours and 17 minutes, with the fastest response being 12 seconds. (And for the first time, our own company, InsideSales.com, got beat by 6 seconds at 2nd place! Great job Ingram Medical!)

    It’s exciting that companies are beginning to see the importance of quickly responding to web-generated leads in order to increase contact and qualification rates. When we pioneered the lead response study with Dr. James Oldroyd when he was working at MIT. He showed a lead has a 100x higher chance of being contacted and 21x higher chance of qualifying if contacted within 5 minutes compared to just 30 minutes. While LeadsCon attendees still have room for improvement, these companies are certainly moving in the right direction like never before.
    Here are the 50 companies out of the 313 we initially tested with their response times and response attempt totals:

    The average response time of companies audited in lead response studies is now averaging 42 hours and 43 minutes across well more than a dozen research studies since 2007. Prior to this study, the average was 46 hours and 37 minutes, not something to write home about.

    A summary of the response times of many of our most notable ResponseAudits showing an average response time to a web-based lead of 40 hours and 28 minutes
    Think about it. A CEO is paying a lot of money to have marketing generate leads for sales, and sales is finally getting to those leads nearly 2 days later.
    Perhaps worse than that is the lack of persistency in following up with leads.
    These response studies show that the average salesperson is only making about 1.88 call back attempts before they give up. This LeadsCon study only did 1.63 call back attempts.
    50.2% of the companies tested never called or emailed back at all! Email is proving to be way too passive to respond to inquiries with. Think about it, why use the most passive media to respond to those valuable leads? Get on the phone, talk to them, and do it quickly.

    ResponseAudit shows salespeople only make an average 1.88 call back attempt to reach web-based inquiries to their websites, should be making 6-9 attempts. LeadsCon attendees made 1.63 call attempts, down from 2.00 attempts in 2010.
    Why have a website if you aren’t going to call back or respond to inquiries?
    There has always been a conflict between sales and marketing, usually about leads.
    Sales says they don’t get enough good leads from marketing.
    Marketing says that the salespeople aren’t following through well enough. Now there is data to show that marketing is right. Our best practices reveal that salespeople should be making 6-9 call back attempts to really wring the value out of their leads.
    Step it up sales!
  • Real estate is a relationship business

    People do business with people they know and trust
  • Three Ways to Make Your Summer Sales Sizzle

    1. 1. Your Summer 3 Ways to Make Sizzle Sales
    2. 2. Lora Ullerich Brand Journalist @coleinformation Session Framework •Hyper local ideas for brick and mortar •Referral marketing tactics •Lend a hand and drive traffic •5 action points
    3. 3. • $50 Giveaway • Dashboard questions • Get Social: • @coleinformation • Facebook.com/coleinformation Housekeeping
    4. 4. 4 • Cole Information • Published in 1947 • Blue Book • Criss-cross directory of addresses and phone numbers • Invaluable information for: • Telemarketing • Debt collection • Law enforcement • Today, web-based lead generation for small business. Then & Now
    5. 5. • Some businesses are overwhelmed with work: • Vacation hot spots/rentals, restaurants, unique local shops • Construction, remodeling companies • Lawn care/landscaping • Real estate • While others are hurting for foot traffic: • Insurance • Home furnishing stores • Retail storesSummertime…
    6. 6. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential • Like to shop close to home • 1.3 million consumers polled • 85% spend money within 5 miles of home • They’re drive farther for special events • Like to be mobile • 91% of adults use cell phones • 56% are smart phones Source: 8coupons.com and Pew Internet and American Life Project Consumer Habits
    7. 7. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Capitalize on this trend.
    8. 8. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential • Shop small to support community • Consumer education focus • Plays off consumer’s needs, desires and wants • Combination of: • Traditional • Digital • Social/word of mouth Hyper-Local Marketing
    9. 9. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential So where do you start?
    10. 10. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Follow up Create Invite Drive Traffic to You Find new customers
    11. 11. The Event •Have outdoor signage, balloons, et. •Sign-in sheet asks for alternative contact info: •Email address •Cell phone number •Provide a presentation. •Include up-sell opportunities and shopable items. •Food and drink a must!
    12. 12. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Summer Sidewalk Sale • Unique to your product/service • “Lemon Days”/customer appreciation • Unique presentation/host • Partner with another small business for synergy. • Include a can’t-refuse offer/special for attendees only.
    13. 13. Hit the Road •Farmers market, festivals, fairs, etc. •Promote via social media, email, newsletter •Make it fun
    14. 14. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Offer Freebie’s •Cupcake of the day •Throw back Thursday •Caption contests •Fun ways to interact
    15. 15. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Broadcast Knowledge
    16. 16. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Guest List • Rule of thumb: 60% of RSPV’s show up. • Invite 40% more RSVPs to ensure success. • Create a targeted list around brick and mortar. • Send a postcard out to the 5 mile radius • Cole Information provides unlimited up-to-date information. • Keep in mind: • Average age • Length of residence • home value
    17. 17. Up-To-Date MKGT List •45 million homeowners move each year •48 million workers switch jobs •Errors in human data entry
    18. 18. Tell the Neighbors!
    19. 19. Postcard Design •Bold headline •Colors pop •Creative, supporting copy •Call to action •Logo •Contact info
    20. 20. Use Social Media •“Daily Deal” and “Lunch Special” keywords •#hashtags
    21. 21. Hyper-local marketing: •Location based service apps •SMS text messaging Why it’s important: • Generate buzz = More traffic = More sales • Foster customer loyalty • Brand recognition How: •Check in at local venues/hotspots •Provide your own tips/favorites TM Geo Targeted Marketing
    22. 22. •43% of all Google searches are local •More than 50% of mobile searches are local Google +
    23. 23. 26 Reminders
    24. 24. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lend a Community Hand •Donate to the cause •Lend a hand •Provide free estimates
    25. 25. Show your support
    26. 26. Extend Your Reach •Communicate via eNewsletter. •Use social media to ask how people are using product/service around the country. •Create customer relationships by asking questions •Start a blog and reward feedback—good and bad.
    27. 27. Follow-Up Source: Insidesales.com/responseaudit •Fifty percent never get called/emailed. •Takes 42 hours to follow-up on a web-based lead. •1.63 call-back attempts.
    28. 28. 5 Action Points •Create an in-store event/set up temporary shop •Use traditional media to direct traffic to your store. •Capture alternative contact details for unique follow-up opportunities. •Use social media to stay top of mind. •Add in a blog and use all forms of channels to get your message out and stay relevant.

    ×