Marketing 101<br />Jim Eggleston<br />
The Small Business Advantage<br />You know your local market area better than anyone<br />You know what your customers lik...
The big business disadvantage<br />They don’t know your local market<br />They don’t know your customers<br />They hold th...
Marketing 101 <br />Play to your strengths<br />Start of small (Don’t bite off more than you can chew)<br />Test, measure,...
Start in your own backyard<br />Why?  I thought we were talking about marketing?<br />This is all about trying out your ap...
Referrals<br />You have to have a reason to call<br />Birthday<br />Anniversary<br />Recent policy renewal or recent order...
Referrals<br />Now, the beginning of your marketing journey!<br />Don’t just pick up the phone and call!<br />Take 15 minu...
Approach and Offer<br />Introduction<br />Hi I’m Jim Eggleston, your local Allstate Agent<br />The key here is clarity.  T...
Approach and Offer<br />The approach<br />I just wrote a new policy for Bob Smith and was able to save him a bunch of mone...
Approach and offer<br />The offer<br />I would like an opportunity to quote on your homeowners insurance to see if I’m abl...
Referral campaign benefits<br />In your career you’ll always find that working referrals is your best revenue generator.<b...
Finally, what I came to hear about, MARKETING<br />Not so fast.<br />While this is what most people want to hear, those wh...
Marketing<br />Now you know the approach and offer<br />Next is finding the prospects<br />Once again don’t leave this to ...
Marketing<br />Why only 200 and why am I still calling?<br />You need sales and this is the quickest way to get them<br />...
Marketing	<br />Don’t bite off more than you can chew<br />Start by making no more than 10 calls per day<br />You have a l...
Marketing	<br />20 days later<br />What happen?<br />Take an honest look at the results<br />What approach worked, what di...
Direct Mail<br />This is where most novice marketers lose money!<br />Why?<br />Because they didn’t understand who to talk...
Direct Mail<br />Start off small!<br />Don’t go looking for a printer, mailer, or advertising agency<br />There are many p...
Direct Mail<br />Start off with a goal of mailing 50 cards per day, so you’ll order 1,000 postcards, a one month supply.<b...
  Expectations	<br />By now, you’re contacting 70 people per day (20 by phone and 50 by mail)<br />Your spending about $25...
Expectations<br />Now for some math<br />If you spend $25 per day on mailing and<br />$60 per day for 30 minutes of callin...
Summary<br />Start small (you want your marketing to be self funding)<br />Take advantage of your local presence, nothing ...
Questions?<br />
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Don't Bite Off More Than You Can Chew - Simply Creating and Executing a Marketing Campaign

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It is easy to get overwhelmed when thinking about marketing your business. These slides were given in a presentation by Jim Eggleston, a marketing veteran of 25 years on how to simply, and effectively create and execute a marketing campaign.
www.coleinformation.com

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Don't Bite Off More Than You Can Chew - Simply Creating and Executing a Marketing Campaign

  1. 1. Marketing 101<br />Jim Eggleston<br />
  2. 2. The Small Business Advantage<br />You know your local market area better than anyone<br />You know what your customers like about your products<br />You know the benefits of your products better than anyone<br />You have the ability to adjust your marketing as needed<br />
  3. 3. The big business disadvantage<br />They don’t know your local market<br />They don’t know your customers<br />They hold things like focus groups to try to determine the needs of their customers<br />They have to find offers that resonate with prospects all across the country<br />
  4. 4. Marketing 101 <br />Play to your strengths<br />Start of small (Don’t bite off more than you can chew)<br />Test, measure, test, measure, repeat<br />
  5. 5. Start in your own backyard<br />Why? I thought we were talking about marketing?<br />This is all about trying out your approach on a friendly audience<br />Tracking your approach to find what works<br />Adjust your approach based on the tracking<br />
  6. 6. Referrals<br />You have to have a reason to call<br />Birthday<br />Anniversary<br />Recent policy renewal or recent order<br />Thanks for your business<br />One of the ways I build my business is to ask the customers whom I've helped to save money to refer me to a friend that I can also help them save money. I’m not asking for a dozen, maybe just one?<br />
  7. 7. Referrals<br />Now, the beginning of your marketing journey!<br />Don’t just pick up the phone and call!<br />Take 15 minutes and write down all of the approaches and offers you can think of<br />
  8. 8. Approach and Offer<br />Introduction<br />Hi I’m Jim Eggleston, your local Allstate Agent<br />The key here is clarity. Tell them who you are.<br />Next and almost as important is the simple word “local”. It differentiates you from THEM. Those unknown people who call<br />
  9. 9. Approach and Offer<br />The approach<br />I just wrote a new policy for Bob Smith and was able to save him a bunch of money on his homeowners insurance<br />Bob Smith is a good customer of mine and gave me your name<br />Your neighbor Bob Smith recommended that I call you<br />The only way to know what works is to alternate your approach , track the results and see which works best.<br />
  10. 10. Approach and offer<br />The offer<br />I would like an opportunity to quote on your homeowners insurance to see if I’m able to save you money like I was able to for Bob?<br />Could I set an appointment to stop buy and prepare a quote for your homeowners insurance<br />Is there a better time when I could ask you a few questions on the phone to aid in the preparation of a quote on your homeowners?<br />Once again, track and measure<br />
  11. 11. Referral campaign benefits<br />In your career you’ll always find that working referrals is your best revenue generator.<br />This approach will make you more successful at working renewals, plus<br />It will provide you with the foundation you need to be success at the next level in direct marketing<br />
  12. 12. Finally, what I came to hear about, MARKETING<br />Not so fast.<br />While this is what most people want to hear, those who fail are those who didn’t do their homework<br />Knowing what approach and offer work best is absolutely key to a successful marketing campaign<br />Never, never buy a list, pick a postcard with a pretty picture, and mail it to everyone. You’ll fail, every time<br />
  13. 13. Marketing<br />Now you know the approach and offer<br />Next is finding the prospects<br />Once again don’t leave this to chance<br />Take a look at your ten best customers<br />How old are they, what’s their home worth, how long have they lived there, where do they live?<br />In Cole products we offer customer cloning to make this part easy<br />For Insurance Agents we also offer expiration dates of their homeowners insurance<br />Now take those characteristics and find a list of people that look just like them. They’re your best prospects!<br />Not 10,000 or 5,000 or even 1,000. Let’s pick the top 200<br />
  14. 14. Marketing<br />Why only 200 and why am I still calling?<br />You need sales and this is the quickest way to get them<br />You also want to make your marketing self funding, meaning you use the proceeds from these sales to fund your next campaign<br />You need to take what you’ve been practicing and raise it to the next level outside of the friendly confines of referrals. <br /> (Remember? Track your results)<br />
  15. 15. Marketing <br />Don’t bite off more than you can chew<br />Start by making no more than 10 calls per day<br />You have a lot of other responsibilities in the day, if you spend to much time on this other parts of your business suffers and you’ll stop calling.<br />Don’t burn yourself out, this is a tortoise and hare thing<br />You’re still should be more interested in finding out what works and what doesn’t as you are selling<br />
  16. 16. Marketing <br />20 days later<br />What happen?<br />Take an honest look at the results<br />What approach worked, what didn’t<br />Who agreed to a quote, who didn’t <br />What, in detail, does your best prospect look like. <br />Now go all in. <br />Use the approach that worked best<br />Download a list of your best prospects okay maybe 400 this time. That’s 20 calls per day.<br />
  17. 17. Direct Mail<br />This is where most novice marketers lose money!<br />Why?<br />Because they didn’t understand who to talk to, how to talk to them, and what is the offer that most likely will result in a sale. <br />But, you do!<br />
  18. 18. Direct Mail<br />Start off small!<br />Don’t go looking for a printer, mailer, or advertising agency<br />There are many providers out there that will custom print a postcard for you at very low cost.<br />Vista Print, Postcard Builder, Sharper Agent<br />Your approach and offer should mimic your successful prospecting phone calls<br />
  19. 19. Direct Mail<br />Start off with a goal of mailing 50 cards per day, so you’ll order 1,000 postcards, a one month supply.<br />Print the labels from your computer list<br />Whatever you do, don’t mail more than 50 per day, you’ll get tired of doing it and you’ll stop<br />Don’t forget, you’re still making 20 phone calls per day.<br />
  20. 20. Expectations <br />By now, you’re contacting 70 people per day (20 by phone and 50 by mail)<br />Your spending about $25 per day in mailing cost<br />Industry information would lead you to believe that this should result in 10-12 opportunities. (Not sales, but legitimate opportunities to make a sale) <br />Out of these, it really is up to you and your product, but you should expect to make 1 or 2 sales. <br />
  21. 21. Expectations<br />Now for some math<br />If you spend $25 per day on mailing and<br />$60 per day for 30 minutes of calling and 15 minutes of mail prep, your daily expense is $85.<br /> If you make a sale, your commission/profit is $?<br />
  22. 22. Summary<br />Start small (you want your marketing to be self funding)<br />Take advantage of your local presence, nothing beats local.<br />Track everything you do (What is your approach and offer, what does your new customer look like)<br />Keep track of what works<br />Do more of what works<br />
  23. 23. Questions?<br />

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