New distributor track


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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

    1. 1. Business-Building BUZZ Presented by: Don Mennig [email_address] 800-546-1350 ext. 3866
    2. 2. Goal & Overview <ul><li>Introductions </li></ul><ul><li>Guerilla’s get E2E </li></ul><ul><li>Social networking </li></ul><ul><li>Email marketing </li></ul><ul><li>PR </li></ul><ul><li>Getting by the gatekeeper </li></ul>Leave here with actionable ideas and knowledge that will help you get your business noticed.
    3. 3. A little about me … <ul><li>Don Mennig </li></ul><ul><ul><li>Executive Director of Marketing at ASI </li></ul></ul><ul><ul><li>15+ years marketing experience </li></ul></ul><ul><ul><li>Ran my own agency before joining ASI </li></ul></ul>
    4. 4. <ul><li>Guerilla’s get … </li></ul><ul><li>Working with limited resources </li></ul><ul><li>Presence, awareness top of mind </li></ul><ul><li>Effort to effect (E2E) </li></ul><ul><li>How to fail with 200 leads </li></ul><ul><li>How to generate BUZZ! </li></ul>
    5. 5. Why all the buzz about social networks and B2B? People buy from those they know, like & trust!
    6. 6. 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. <ul><li>Now, instead of selling </li></ul><ul><li>the person tell them </li></ul><ul><li>something you are </li></ul><ul><li>truly passionate about </li></ul><ul><li>Favorite vacation </li></ul><ul><li>Hobby you love </li></ul><ul><li>A little about your family </li></ul>
    7. 7. You’re about to give me a call …
    8. 9. Building Buzz: Add value. Be relevant. <ul><li>Don’t come on too strong </li></ul><ul><li>Get a sense for the people and the conversations </li></ul><ul><li>As soon as you know the ‘temperature’ DIVE IN! </li></ul>“ If you were a new burger at McDonald's, you'd be McGorgeous...”
    9. 10. Building Buzz: Be Social <ul><li>4 out of 5 posts should be social or informational, NOT business, product or offer driven </li></ul>“ The thing we do best is really service our customers ... blah, blah, blah.”
    10. 11. Building Buzz: ROO <ul><li>Join 3 sites & ‘X’ groups </li></ul><ul><li>Make ‘X’ contacts </li></ul><ul><li>Update ‘X’ times </li></ul><ul><li>Spend ‘X’ time </li></ul><ul><li>Establish goals </li></ul><ul><ul><li>New prospects - Social only offers - New customers </li></ul></ul><ul><ul><li>% increase of sales from current ‘social’ customers </li></ul></ul>
    11. 12. Buzzkill: Behave <ul><li>Everyone has a camera </li></ul><ul><li>Don’t drink and post </li></ul><ul><li>Know your history </li></ul><ul><ul><li>We can still be friends? </li></ul></ul>“ It was just one game of beer pong … really!”
    12. 13. Buzzkill: The Timesuck <ul><li>Social networking at work should be scheduled. </li></ul><ul><li>Unless you’re actively networking with someone, stop when you say you’re going to stop! </li></ul><ul><li>Have fun at home  ! </li></ul>“ The next thing I knew half the day was gone ...”
    13. 14. Maximize your E2E – Effort to Effect It Can Be Overwhelming
    14. 15. – Your Starting Point <ul><li>Set up a personal and business page </li></ul><ul><ul><li>Set up your ‘lists’ </li></ul></ul><ul><ul><li>Define who sees what </li></ul></ul><ul><li>Connect with family, friends, colleagues, clients & contacts </li></ul>
    15. 16. Working FB for B2B <ul><li>Friend finder </li></ul><ul><li>Groups </li></ul><ul><ul><li>Share ideas and knowledge </li></ul></ul><ul><li>What to post </li></ul><ul><ul><li>Human things  </li></ul></ul><ul><ul><li>Relevant updates </li></ul></ul><ul><ul><li>New products & technologies </li></ul></ul><ul><ul><li>Specials & offers </li></ul></ul><ul><li>Timing is everything </li></ul>
    16. 17. Why LinkedIn? <ul><li>Different tone and expectation than Facebook </li></ul><ul><ul><li>People join LinkedIn to advance their business and careers </li></ul></ul><ul><ul><li>Referrals, introductions and prospecting are expected </li></ul></ul><ul><ul><li>Research, research, research </li></ul></ul>
    17. 18. <ul><li>Two areas to focus … </li></ul><ul><ul><li>Re-enforce/ validate professional capabilities within your current network </li></ul></ul><ul><ul><li>Find new business connections and prospects </li></ul></ul>
    18. 19. Getting Started With LinkedIn <ul><li>Upload your photo, work experience & education </li></ul><ul><ul><li>Takes time but makes linking easier </li></ul></ul><ul><li>Vanity URL </li></ul><ul><li>Request ‘links’ </li></ul><ul><ul><li>Upload contacts </li></ul></ul><ul><ul><li>Link to suppliers </li></ul></ul><ul><li>Ask people to recommend you </li></ul>
    19. 20. Maximize LinkedIn <ul><li>Use mail feature </li></ul><ul><ul><li>30% open rate </li></ul></ul><ul><li>Join Groups </li></ul><ul><ul><li>Set to Digest mode </li></ul></ul><ul><li>Read/Post status updates </li></ul><ul><li>SlideShare </li></ul>
    20. 21. ASI Members With Social Buzz IRL <ul><li>Facebook: Charley Johnson – First 10 customers that find him at the show win cash, prizes and more. </li></ul><ul><li>LinkedIn: Ernest > Don > David > Fred </li></ul><ul><li>Twitter: Jennifer Brown </li></ul><ul><ul><li>Single order in 2008, no reorders, stonewalled at the gate </li></ul></ul><ul><ul><li>Followed all her clients, RT’d their tweets </li></ul></ul><ul><ul><li>June 2009 got orders for $5k, $4k & working on $2k </li></ul></ul>
    21. 22. Make It Easy
    22. 23. Generate Buzz with Email <ul><li>BUZZ = Dirt Cheap </li></ul><ul><li>BUZZ = Easy </li></ul><ul><li>BUZZ = High E2E! </li></ul>
    23. 24. Buzz = Compelling Content <ul><li>Have a reason for emailing </li></ul><ul><ul><li>Clearly state ‘What’s in it for Betty!” </li></ul></ul><ul><ul><li>Make sure it is compelling </li></ul></ul>BUZZ = Compelling Content (WIIFB)
    24. 25. Buzzworthy Email Design <ul><li>Body copy/ Design </li></ul><ul><ul><li>Keep vital information and offers above the ‘fold’ </li></ul></ul><ul><ul><ul><li>Like a newspaper story your first paragraph should include all vital information </li></ul></ul></ul><ul><ul><ul><li>In general, shorter is better </li></ul></ul></ul><ul><ul><li>Use relevant images – photography is best </li></ul></ul><ul><ul><li>Flash, audio, .exe etc… are all stripped out by email servers </li></ul></ul><ul><ul><ul><li>Animated .jpgs work </li></ul></ul></ul><ul><ul><ul><li>‘ Fake’ video works </li></ul></ul></ul><ul><ul><li>64% on mobile devices (text left, image right) </li></ul></ul>
    25. 26. <ul><li>Personalize your email subject & body copy </li></ul><ul><ul><li>First name, company name, industry </li></ul></ul><ul><li>Give them one thing to do (if you’re trying to land sales/ leads) </li></ul><ul><ul><li>530 pixels wide </li></ul></ul><ul><ul><li>Put offers at the top, as links in the copy, and at the bottom. </li></ul></ul><ul><ul><li>Make sure your offer is close to the strongest visual image on the email </li></ul></ul><ul><li>The more the merrier? </li></ul><ul><li>Think PONG </li></ul>Buzzworthy Email Design
    26. 27. Buzzkill? <ul><li>Subject lines </li></ul><ul><ul><li>50/35 characters? 3 words? Subject line = email? </li></ul></ul><ul><li>Personalization backlash? </li></ul><ul><ul><li>First names must also be included in body copy </li></ul></ul><ul><ul><ul><li>Improve open rates by 5% </li></ul></ul></ul><ul><ul><ul><li>Not included in body copy decreases by 8%! </li></ul></ul></ul><ul><ul><li>The sender relationship is key </li></ul></ul><ul><li>Spam </li></ul><ul><ul><ul><li>“ Don, ASI announces enhancements to ESP Online” </li></ul></ul></ul><ul><ul><li>Avoid other terms you see in SPAM: discount, ALL CAPS, !, (Free) </li></ul></ul>
    27. 28. Amplify The Buzz <ul><li>Display your email somewhere other than your customers’ inboxes </li></ul>
    28. 29. PR Buzz <ul><li>Mashable – Free PR sites ( </li></ul><ul><li>Media rules </li></ul><ul><ul><li>Busy – find out deadlines </li></ul></ul><ul><ul><li>Not friendly </li></ul></ul><ul><ul><li>Not about you -understand who their audience is and be relevant to them </li></ul></ul><ul><ul><li>Read on them first </li></ul></ul><ul><ul><li>Blogs, social media, FB, twitter </li></ul></ul><ul><li>The media bandwagon </li></ul><ul><li>The newshole </li></ul><ul><li>Take ASI releases and insert yourself into the story </li></ul>
    29. 30. 5 ways to beat the gatekeeper
    30. 31. The Tradeshow Stalker…
    31. 34. Be NICE!
    32. 35. “ 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 ”
    33. 36. Q&A <ul><li>I suspect we don’t have much time left so … </li></ul><ul><li>Friend me on Facebook: Don Mennig </li></ul><ul><li>Link to me on LinkedIn: Don Mennig </li></ul><ul><ul><li>(presentation will be on SlideShare) </li></ul></ul><ul><li>Follow me on Twitter: Don_Mennig </li></ul>