The Wet Leisure Guide to Marketing Your Pool, Spa or Sauna Business

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A plain English presentation on marketing for the Wet Leisure Industry that covers a bit of the theory and quite a lot of basic practice necessary for marketing a pool, spa or sauna business.

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The Wet Leisure Guide to Marketing Your Pool, Spa or Sauna Business

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  20. 20. JXLGH WR PDUNHWLQJ3Every time you speak to someoneabout your business you areinvolved in marketingWetLeisureThe theoryWhat actually is ‘marketing’?
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  25. 25. JXLGH WR PDUNHWLQJ7WetLeisureThe theoryThe head, the heart and theirwallet. Simple psychology andmarketing.Everyone has a rational side totheir nature and an emotional side.When people make a decision to buysomething, they use both of these twoaspects
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  27. 27. JXLGH WR PDUNHWLQJ6SRQVRUHG E9WetLeisureYou don’t make decisions of the heart overnight.7KH RWKHU VLGH RI D ZHW OHLVXUH EXVLQHVV LV OLNHO WR FRQVLVW RISXUFKDVHV WKDW DUH PRUH HPRWLRQDO 3RROV DQG VDXQDV DQG KRW WXEVDUH WKLQJV WKDW SHRSOH ¶ZDQW· UDWKHU WKDQ ¶QHHG·The first step towards wantingsomething is seeing it.+ROOZRRG VWDUV XVHG WR EH SLFWXUHG LQ WKHLU +ROOZRRG SRROV URFNVWDUV KXQJ RXW LQ WKHLU -DFX]]LV DQG KLJK SRZHUHG EXVLQHVV GHDOVZHUH GRQH LQ WKH KLJK KHDW RI KHDOWK FOXE VDXQDV7KRVH LPDJHV DUHQ·W DV IDPLOLDU DQPRUH DQG LQGHHG SHUKDSVVRPH RI WKHP DUH UDWKHU RXW RI GDWH EXW WR VWDUW WKH ORYH DIIDLU RXUFXVWRPHU KDV WR VHH RU H[SHULHQFH WKH SRRO VDXQD RU VSD LQ WKH ULJKWHQYLURQPHQW ZLWK WKH ULJKW DVVRFLDWLRQV DQG ZDQW RQH+RZ WKDW ¶ZDQWLQJ· PDQLIHVWV LWVHOI FDQ TXLWH RIWHQ GHSHQG RQ WKHFRVW RI WKH LWHP6RPHRQH ZKR KDV IDOOHQ LQ ORYH ZLWK WKH LGHD RI D UHDVRQDEO SULFHGSRRO RU KRW WXE PD ZHOO VHH LW DV D ZD RI VKRZLQJ KLV RU KHU IDPLOWKDW WKH ORYH WKHP WKH PD VHH LW DV D ZD RI VSHQGLQJ PRUH WLPHZLWK WKHLU IDPLO$W WKH WRS HQG RI WKH PDUNHW WKHUH LV ¶EHFDXVH , FDQ· 7KH WHFKQLFDOMDUJRQ LV ¶VHOIDFWXDOLVDWLRQ· DQG ZKDW LW PHDQV LV ¶, FDQ EH DQWKLQJ, ZDQW WR EH DQG KDYH DQWKLQJ , ZDQW WR KDYH· $QG KDYLQJ VDLGWKDW WKHUH PD VWLOO EH DQ HOHPHQW RI WKH SRRO VSD RU VDXQD EHLQJVRPHWKLQJ IRU WKH IDPLO DQG DQ HOHPHQW RI VHOIUHZDUG DQG SHUKDSVVKRZLQJ WKDW VXFFHVV WR RWKHUV$IWHU ¶ZDQWLQJ· WKH QH[W VWDJH LV ¶MXVWLILQJ· 7KH KHDUW ZDQWV WKDW KRWWXE EXW WKH KHDG QHHGV WR DVN D IHZ TXHVWLRQV$Q RI RXU WKUHH ILFWLRQDO FXVWRPHUV DERYH PD EH ORRNLQJ IRUGLIIHUHQW MXVWLILFDWLRQV 7KH PLJKW EH ORRNLQJ IRU VRPHWKLQJ HFRIULHQGO DQG VXVWDLQDEOH 7KH PLJKW ZDQW WR NQRZ WKDW WKHLU VDXQDSRRO RU VSD LV DQ LQYHVWPHQW LQ WKHLU KHDOWK DQG WKHLU IDPLO·V KHDOWKRU WKH PLJKW ZDQW WR EH DVVXUHG WKDW LW LV DV HIILFLHQW DV SRVVLEOHDQG KDV ORZ UXQQLQJ FRVWV:KHQ WKH JHW WKH ULJKW DQVZHUV WKH KHDG DJUHHV ZLWK WKH KHDUW DQGWKH GHFLVLRQ LV PDGH ,I RX KDYH EHHQ SDUW RI WKDW GHFLVLRQ PDNLQJSURFHVV WKHQ WKH OLNHOLKRRG LV WKDW WKH VDOH LV RXUV
  28. 28. JXLGH WR PDUNHWLQJJXLGH WR PDUNHWLQJ6SRQVRUHG E10WetLeisureEasier written than done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trike the right balance and you willoutperform the competition.
  29. 29. JXLGH WR PDUNHWLQJ11WetLeisureThe theoryAdvertising.Someone once said, ‘I know that half myadvertising budget is wasted, I just don’tknow which half’.
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  33. 33. JXLGH WR PDUNHWLQJ15WetLeisureThe theoryKnowing your customers.A customer database will containinformation on all of your past andpresent clients as well as information oneveryone who has made an enquiry butnot yet become a customer.
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  36. 36. JXLGH WR PDUNHWLQJ6SRQVRUHG E17WetLeisurePlan ahead.HFLGH ZKDW LV LW RX ZDQW RXU VVWHP WR GR ² QRZ DQG LQ WKH IXWXUH E WKLQNLQJ DKHDG 2QH RI WKH JUHDW WKLQJV DERXW D GDWDEDVH LV WKDWRX FDQ DVN LW DOO VRUWV RI TXHVWLRQV DERXW RXU FRPSDQ TXHVWLRQVDERXW FXVWRPHUV DERXW JURZWK DQG DERXW SURILW ,Q RUGHU WR DQVZHUWKRVH TXHVWLRQV WKH GDWDEDVH PXVW EH VHW XS VR WKDW WKRVH ILHOGVDUH VHDUFKDEOH 6R WKLQN DERXW ZKDW RX PLJKW ZDQW WR NQRZ GHFLGHZKDW LQIRUPDWLRQ WKDW ZRXOG UHTXLUH DQG PDNH VXUH WKDW RX DUHUHFRUGLQJ WKDW LQIRUPDWLRQChoose the right system.$ GDWDEDVH FRXOG EH KHOG DV D VLPSOH ([FHOO VSUHDGVKHHW RU LW FRXOGEH RQ D SLHFH RI EUDQGHG VRIWZDUH WKDW RX EX IRUP WKH ,QWHUQHW RUD FRPSXWHU VWRUH RU LW PLJKW EH VRPHWKLQJ WKDW D VRIWZDUH FRPSDQZULWH WR PHHW RXU VSHFLILF QHHGV +RZHYHU FOHYHU LW LV DQG KRZHYHUH[SHQVLYH LW PLJKW EH LW LV XWWHUO XVHOHVV LI RXU SHRSOH GRQ·W XVH LWVR PDNH VXUH WKDW LW LV HDV IRU RXU VWDII WR ZRUN ZLWK DQG WKDW WKHVVWHP VXLWV WKH ZD RX ZRUNReview how it’s working and whether it could workbetter.(YHURQH KDV WR DGRSW 50 IRU LW WR ZRUN :LWKRXW WKHP WKHVVWHP MXVW ZRQ·W JLYH RX WKH UHVXOWV RX QHHG 50 LV QRW DVLQJOH VLOYHU EXOOHW DQG LW ZLOO RQO ZRUN LI RX SXW WKH HIIRUW LQ ZKLFKPHDQV EULQJLQJ DOO UHOHYDQW SHRSOH WR WKH WDEOH $IWHU D IHZ PRQWKVUHYLHZ WKH LPSDFW WKDW 50 KDV KDG RQ RXU FRPSDQ /RRN DW WKHGLIIHUHQFHV LW KDV PDGH ERWK LQWHUQDOO DQG H[WHUQDOO ,I WKHUH DUHSUREOHPV WKHQ QLS WKHP LQ WKH EXGWhat can I hope to achieve with the database?2QFH WKH VVWHP KDV EHHQ HVWDEOLVKHG DQG FRQWDLQV HQRXJK GDWDWKHQ WKH ZDV WKDW LWFDQ EH XVHG DUH DOPRVW HQGOHVVYou could search for your most profitable customers andlook for similarities amongst them; that information mighthelp you market towards new customers who might beequally as rewarding.RX FRXOG PDNH LW DYDLODEOH WR DQRQH DQVZHULQJ WKH SKRQH VR WKDWZKHQ D FXVWRPHU ULQJV WKH KDYH DOO WKH GHWDLOV WR KDQG LQFOXGLQJWKDW SHUVRQ·V VDOHV KLVWRU :LWK WKDW LQIRUPDWLRQ WKH VKRXOG EH DEOHWR RIIHU D PRUH SURIHVVLRQDO VHUYLFHRX FDQ DVN WKH GDWDEDVH WR VHW DODUPV WR UHPLQG RXU VWDII RIFHUWDLQ WKLQJV )RU LQVWDQFH LI VRPHRQH XVXDOO EXV FKHPLFDOV IURPRX HYHU WKUHH PRQWKV WKHQ RX FDQ EH DZDUH RI WKDW DQG FRQWDFW
  37. 37. JXLGH WR PDUNHWLQJ6SRQVRUHG E18WetLeisureWKH FXVWRPHU EHIRUH WKH UXQ RXW RU LI WKH IDLO WR JHW LQ WRXFK ZLWKRX ZKHQ H[SHFWHG RX FRXOG EH DOHUWHG WR WKH IDFW WKDW WKH PDKDYH IRXQG DQ DOWHUQDWLYH VXSSOLHU,I RX FDQ DQWLFLSDWH RXU FXVWRPHUV ZDQWV DQG QHHGV DQG IXOILO WKHPEHIRUH WKH HYHQ DVN WKHQ WKDW ZLOO GHILQLWHO KHOS HVWDEOLVK VWURQJUHODWLRQVKLSV ZLWK WKRVH SHRSOH DQG WKH DUH HYHQ PRUH OLNHO WR VWDZLWK RXU EXVLQHVV DQG UHFRPPHQG LW WR RWKHUVHow can the database help with cross selling?URVV VHOOLQJ LV VLPSO WKH VDOH RI D SURGXFW RU VHUYLFH WR D FXVWRPHUZKR KDV DOUHDG SXUFKDVHG D GLIIHUHQW SURGXFW IURP RXU SRROEXVLQHVV,W LV D YHU YHU VLPSOH LGHD EXW QRW DOO EXVLQHVVHV FDUU LW WKURXJK3HUKDSV WKH GRQ·W ZDQW WR VHHP WRR SXVK EXW PRUH WKDQ OLNHO WKHUHDVRQ LV WKDW WKH GR QRW KDYH D PDUNHWLQJ PLQGVHWURVV VHOOLQJ LV D VRXUFH RI FRPSHWLWLYH DGYDQWDJH WR RXU H[LVWLQJEXVLQHVV DQG FRVWV RX DEVROXWHO QRWKLQJ 7KH SHUVRQ ZKR KDV MXVWERXJKW D VPDOO SRRO IURP RX ZLOO SUREDEO ZDQW FKHPLFDOV DV ZHOOEXW ZKDW DERXW WULQJ WR VHOO WKHP VRPH SRRO IXUQLWXUH RU SRRO WRV,I VRPHRQH KDV ERXJKW D ODUJHU SRRO WKHQ SHUKDSV WKH ZRXOG EHLQWHUHVWHG LQ D KRW WXE RU D VDXQD WR VLW DORQJVLGH LWRX DUH VHOOLQJ WR VRPHRQH ZKR LV DOUHDG D FXVWRPHU DIWHU DOO RXNQRZ WKDW WKH DUH LQWHUHVWHG LQ ZHW OHLVXUH SURGXFWV DQG RX NQRZWKDW RX KDYH WKHLU WUXVW 6R ZKDW FRXOG EH VLPSOHU)RU FURVV VHOOLQJ WR EH DW LWV PRVW HIIHFWLYH RX QHHG WR KDYH VRPHVRUW RI SLFWXUH RI RXU FXVWRPHU LQ RXU KHDG ,I RX KDYH D FXVWRPHUGDWDEDVH RU 50 WKDQ WKDW REYLRXVO KHOSV ,I RX NQRZ WKDW WKHXVH WKHLU SRRO IRU IDPLO IXQ RU SHUKDSV WKH DUH PRUH LQWHUHVWHG LQWKH ILWQHVV DVSHFW RI VZLPPLQJ WKHQ WKDW JLYHV RX DQ LGHD RI ZKLFKSURGXFWV WKH ZLOO ILQG PRVW DWWUDFWLYH DQG DSSURSULDWHRX PLJKW DOVR ORRN DW FURVV VHOOLQJ SURGXFWV WKDW DSSHDO WR WKHVDPH GHPRJUDSKLF JURXSV VR SHRSOH LQ D SDUWLFXODU DJH UDQJH RULQFRPH OHYHO PLJKW EH PRUH OLNHO WR EX D SDUWLFXODU WSH RI SURGXFW2QH JURXS PLJKW EH HDVLHU WR VHOO HQHUJ HIILFLHQW WHFKQRORJ WRDQRWKHU PLJKW SUHIHU OX[XU SRROVLGH IXUQLWXUHURVV VHOOLQJ FDQ OHDG WR VDYLQJV RQ YHU VLJQLILFDQW RYHUKHDGVVXFK DV RXU DGYHUWLVLQJ RXU VDOHV IRUFH DQG HYHQ RXU UHWDLOVSDFHRX DUH VHOOLQJ WR D FXVWRPHU WKDW RX DOUHDG KDYH RX GRQ·W QHHGWR DWWUDFW WKHP E DGYHUWLVLQJ DQG RX KDYH DOUHDG FRQYLQFHG WKHPWKDW RXU ZHW OHLVXUH EXVLQHVV LV D FRPSDQ WKDW WKH FDQ WUXVW
  38. 38. JXLGH WR PDUNHWLQJ19WetLeisureThe theoryMaintaining customer loyalty.Loyal customers expect great customerservice – so make sure they get it.
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  42. 42. JXLGH WR PDUNHWLQJ22WetLeisureThe practiceSocial Media Marketing.People used to say that ‘word of mouth’was the best form of advertising that youcould have
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  56. 56. JXLGH WR PDUNHWLQJ33WetLeisureThe practiceHow to design a press advert.A good advert attracts people’sattention, it arouses their interest, itmakes them desire the product
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  62. 62. JXLGH WR PDUNHWLQJ38WetLeisureThe practiceHow to write a radio advert.When people are listening to theradio, they feel it’s an ‘intimate’medium.
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  66. 66. JXLGH WR PDUNHWLQJ42WetLeisureThe practiceWhat do you need for asuccessful direct mail campaign?Essentially all you need for a greatdirect mail campaign is a goodmessage.
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  70. 70. JXLGH WR PDUNHWLQJ46WetLeisureThe practiceHow to write a mailshot.The difference between junk mail anda successful mailshot is its relevanceand value to the people who receive it.
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  74. 74. JXLGH WR PDUNHWLQJ50WetLeisureThe practiceA short guide to good PuplicRelations (PR).In the modern world, the boundariesbetween PR and Social Media arebecoming less easy to define.
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  77. 77. JXLGH WR PDUNHWLQJ6SRQVRUHG E52WetLeisureSo how can you make it happen?)LUVW RI DOO RX QHHG WR EHFRPH DZDUH RI RXU ORFDO PHGLDHQYLURQPHQW7KDW PHDQV WKDW RX UHDG WKH SDSHUV DQG OLVWHQ WR WKH UDGLR-RXUQDOLVWV DQG UHSRUWHUV OLNH WR EH ZHOO NQRZQ WR VR WKH ZLOO SXWWKHLU QDPHV WR VWRULHV DQG DUWLFOHV LQ WKH SDSHU DQG RQ WKH DLURX VKRXOG EH DEOH WR TXLFNO GLVFRYHU ZKR LV UHVSRQVLEOH IRUDSSURSULDWH DUHDV VXFK DV ORFDO EXVLQHVV QHZV OLIHVWOH SLHFHV DQGSHUKDSV ¶KXPDQ LQWHUHVW· VWRULHV7KHVH DUH WKH VRUWV RI FRQWDFWV WKDW RX ZLOO QHHG WR VHQG RXU SUHVVUHOHDVHV WR$ JRRG SUHVV UHOHDVH LV LPSRUWDQW -RXUQDOLVWV DUH EXV DQG VR RXQHHG WR SUHVHQW RXU VWRU LQ D ZD WKDW PDNHV LW LPPHGLDWHO FOHDUWR WKHP ZKDW WKH SLHFH LV DERXW KRZ LW ZRXOG DSSHDO WR WKH SXEOLFLQWHUHVW DQG KRZ LW ZRXOG ILW ZLWK WKH VWOH DQG WRQH RI WKHLU UDGLRVKRZ PDJD]LQH RU SDSHU$QG WKHQ WKHUH LV WKH VWRU LWVHOI:KDW RX ZRXOG OLNH WR VHH LQ WKH SUHVV PLJKW QRW ILW ZLWK ZKDW WKHPHGLD WKLQN LV RI VXIILFLHQW LQWHUHVW WR WKHLU UHDGHUV YLHZHUV DQGOLVWHQHUVRX QHHG WR KDYH 35 DW WKH EDFN RI RXU PLQG DOO WKH WLPH VR WKDWZKHQ VRPHWKLQJ GRHV KDSSHQ RU LV DERXW WR KDSSHQ WKDW RX WKLQNPLJKW EH QHZVZRUWK RX DUH UHDG WR JDWKHU WKH IDFWV SXW WKHPWRJHWKHU ZLWK DQ LGHD DV WR KRZ WKH VWRU ILWV ZLWK D SDUWLFXODU PHGLDFKDQQHO DQG JHW LW WR WKH LQGLYLGXDOV ZKR DUH PRVW OLNHO WR VHH LWSXEOLVKHG RU EURDGFDVWLook what they are saying about us!6RPH QHZVZRUWK VWRULHV MXVW KDSSHQ DQG VRPH DUH PDGH WRKDSSHQSuccess stories are popular as an antidote to the presentclimate. Entering local business awards can be a route togood PR and particularly so if you win.,I RX FDQ KHOS LQ WKH ORFDO FRPPXQLW WKDQ WKDW FDQ EH D 35RSSRUWXQLW 2IIHULQJ WR ORRN DIWHU D VFKRRO·V VZLPPLQJ SRRO RUSURYLGLQJ KGURWKHUDS IRU D FDUH KRPH RU DQ LQGLYLGXDO RU KHOSLQJD ORFDO FKDULW 7KHVH VRUWV RI WKLQJV ² LI GRQH FRUUHFWO DQG KDQGOHGDSSURSULDWHO ² DUH KLJKO OLNHO WR JHW RX JRRG 35
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  79. 79. JXLGH WR PDUNHWLQJ54WetLeisureThe practiceHow to write a press release.Sending the right story to the rightjournalist is key to getting your pressrelease used.
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  81. 81. JXLGH WR PDUNHWLQJ6SRQVRUHG E56WetLeisureWhat do you say?-RXUQDOLVWV IDFH FRQVWDQW GHDGOLQHV VR WLPH LV SUHFLRXV WR WKHP7KH DUH PRUH OLNHO WR XVH D SUHVV UHOHDVH LI LW LV ZULWWHQ OLNH D QHZVVWRU7KH ILYH :·V DUH WKH EDVLV RI DQ QHZV UHSRUW DQG VR RX VKRXOG XVHWKHP LQ RXU SUHVV UHOHDVH DV ZHOO 7KH DUH :KDW :KHUH :KHQ:KR DQG :K7KH ILUVW WZR SDUDJUDSKV RI RXU SUHVV UHOHDVH DUH FULWLFDO ,I WKHSRWHQWLDO LQWHUHVW LVQ·W FOHDU E WKH HQG RI WKH VHFRQG SDUDJUDSK WKHZRQ·W UHDG RQ$QG MRXUQDOLVWV RIWHQ XVH VLQJOH VHQWHQFH SDUDJUDSKV6R RXU ILUVW VHQWHQFH LV DOVR WKH WLWOH RI WKH UHOHDVH DQG LW VKRXOGGHVFULEH LQ EULHI WKH ZKDW WKH ZKHUH WKH ZKHQ DQG WKH ZKR7KH UHVW RI WKH SUHVV UHOHDVH ² DQG LW VKRXOG EH QR ORQJHU WKDQ RQHSDJH ² FDQ SXW VRPH IOHVK RQ WKRVH EDUH ERQHV DQG DQVZHU WKH ILQDO¶Z· :K8VLQJ D TXRWDWLRQ LQ RXU SUHVV UHOHDVH LV D JRRG LGHD WR JLYH WKHVWRU D KXPDQ WRXFK EXW RX VKRXOG PDNH VXUH LW LV D UHDO TXRWH QRWIXOO RI ZRROO ¶EXVLQHVV VSHDN· DQG WKDW WKH SHUVRQ ZKR LV TXRWHG LVDYDLODEOH IRU IXUWKHU FRPPHQW LI WKH MRXUQDOLVW ZDQWV WR LQWHUYLHZ WKHP$OZDV LQFOXGH FRQWDFW GHWDLOV ² LQFOXGLQJ D SKRQH QXPEHU DW WKHERWWRP RI WKH SUHVV UHOHDVH VR WKDW WKH MRXUQDOLVW FDQ JHW LQ WRXFKZLWK RX RU DQRQH WKH PLJKW QHHG WR LQWHUYLHZTips and pointers.0DNH VXUH WKDW RXU SUHVV UHOHDVH LV JUDPPDWLFDOO FRUUHFW DQGSURSHUO VSHOW /DQJXDJH LV WKH MRXUQDOLVW·V SURIHVVLRQ DQG WKH OLNHWR VHH LW UHVSHFWHG.HHS LW FRQFLVH DQG DYRLG FOLFKpV XVH SODLQ (QJOLVK UDWKHU WKDQFRQYROXWHG EXVLQHVVVSHDN0DNH VXUH WKDW HYHUWKLQJ RX ZULWH LQ WKH SUHVV UHOHDVH LV WUXH DQGFDQ EH VKRZQ WR EH WUXH0DNH LW UHOHYDQW WR WKH SXEOLFDWLRQ WKDW RX DUH VHQGLQJ LW RXW WR HYHQLI WKDW PHDQV GRLQJ PRUH WKDQ RQH YHUVLRQ WR VHQG WR D QXPEHU RIMRXUQDOLVWV7U DQG PDNH RXU RSHQLQJ VHQWHQFH RQH WKDW KRRNV WKH UHDGHU LQZRUGV RU OHVV DQG WU DQG PDNH WKH ZKROH UHOHDVH OHVV WKDQ ZRUGV
  82. 82. JXLGH WR PDUNHWLQJ6SRQVRUHG E57WetLeisure,I RX LQFOXGH SLFWXUHV ZLWK RXU SUHVV UHOHDVH PDNH VXUH WKDW RXHLWKHU WRRN WKHP RXUVHOI RU KDYH WKH FRSULJKW KROGHUV SHUPLVVLRQ WRXVH WKHP IRU 35,I RX DUH HPDLOLQJ WKH SUHVV UHOHDVH DQG ZDQW WR LQFOXGHSKRWRJUDSKV WKHQ PDNH VXUH WKDW WKH DUH VDYHG GRZQ WR UHDVRQDEOHILOH VL]H ,I WKH ZDQW KLJKUHV LPDJHV IRU SXEOLFDWLRQ WKH ZLOO DVNRX,W·V ZHOO ZRUWK PDNLQJ WKH HIIRUW WR JHW RXU SUHVV UHOHDVH ULJKWEHFDXVH JRRG 35 FDQ GR RXU EXVLQHVV QR HQG RI JRRG
  83. 83. JXLGH WR PDUNHWLQJ58WetLeisureThe practiceHow to write a newsletter.It might be very ‘chatty’ or it might befactual but what it should always be isuseful and rewarding to the people whoreceive it.
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  85. 85. JXLGH WR PDUNHWLQJ6SRQVRUHG E60WetLeisureWhen should you send it?6R D QHZVOHWWHU VKRXOG EH UHJXODU EXW KRZ IUHTXHQWO VKRXOG WKH EHVHQWRX PLJKW FKRRVH WR GR VRPHWKLQJ VKRUW DQG VQDSS DQG RQFH DIRUWQLJKW RU D PRQWKO QHZVOHWWHU WKDW KDV PRUH FRQWHQW3HUKDSV RX VKRXOG ORRN DW RXU PDUNHWLQJ SODQ DQG VHH ZKDW GDWHVRQ WKH FDOHQGDU DUH LPSRUWDQW WR RX:KHQ DUH RX H[KLELWLQJ LQ D ORFDO VKRZ ZKHQ DUH RX JHWWLQJ DQHZ OLQH RI SURGXFWV ZKHQ GRHV RXU VHDVRQ VWDUW DQG ZKDW RWKHUIRUWKFRPLQJ HYHQWV GR RX WKLQN RXU FXVWRPHUV ZRXOG OLNH WR EHPDGH DZDUH RI7KDW SURFHVV VKRXOG ILOO LQ D QXPEHU RI VORWV RYHU WKH HDU DQG JLYHRX VRPH LGHD RI KRZ UHJXODUO RX FRXOG SURGXFH D QHZVOHWWHU WKDWZLOO EH ZRUWK UHDGLQJWhat goes in the subject line?7KH VXEMHFW OLQH RI RXU QHZVOHWWHU LV OLNH WKH KHDGOLQH LQ DQHZVSDSHU RQ·W MXVW SXW WKH GDWH DQG WKH ZRUG ¶QHZVOHWWHU· 3XWVRPHWKLQJ WKDW ZLOO DWWUDFW WKH UHDGHU·V DWWHQWLRQ DQG JHW WKHP WRRSHQ LWHow should you write it?(YHURQH ZULWHV LQ D VOLJKWO GLIIHUHQW ZD DQG ZLWK KLV RU KHU RZQXQLTXH VWOH,I RX DUH JRLQJ WR ZULWH WKH QHZVOHWWHU RXUVHOI UDWKHU WKHQ JHW DSURIHVVLRQDO WR GR LW IRU RX WKHQ DFFHSW WKDW DQG WU DQG ZULWH WKHZD WKDW RX VSHDN RX QHHG WR DYRLG PDNLQJ DQ VSHOOLQJ PLVWDNHVRU DQ UHDOO VHULRXV JUDPPDWLFDO HUURUV EXW RQ WKH RWKHU KDQG DQDWXUDO IORZLQJ QHZVOHWWHU WKDW LV ZULWWHQ ZLWK D UHDO LQWHUHVW LQ WKHVXEMHFW ZLOO EH PXFK PRUH HQMRDEOH WR UHDGTry and use short, concise and easy to understand language.2QFH RX KDYH ZULWWHQ WKH QHZVOHWWHU GR D ZRUG FRXQW DQG WKHQ WUDQG ZULWH LW VKRUWHU RX ZRXOG EH VXUSULVHG KRZ RIWHQ WKDW DORQHLPSURYHV WKH ZD LW UHDGV5HVHDUFK RXU LQIRUPDWLRQ DQG PDNH VXUH WKDW DOO RXU IDFWV DUHFRUUHFW7U WR LQFOXGH D FOHDU FDOO WR DFWLRQ 7KDW PLJKW EH D OLQN RU SKRQHQXPEHU WKDW FXVWRPHUV FDQ XVH WR DUUDQJH D VHUYLFH HQJLQHHU YLVLWRU RX PLJKW ZDQW WR LQFOXGH D ¶IRUZDUG WR D IULHQG· RSWLRQ ² H[LVWLQJFXVWRPHUV FDQ VRPHWLPHV PDNH JUHDW VDOHV SHRSOH IRU RXUEXVLQHVV
  86. 86. JXLGH WR PDUNHWLQJJXLGH WR PDUNHWLQJ6SRQVRUHG E61WetLeisureRX VKRXOG DOVR HQVXUH RX DOZDV LQFOXGH DQ ¶XQVXEVFULEH· RSWLRQWR DYRLG IDOOLQJ IRXO RI WKH GDWD SURWHFWLRQ DFW ZKLFK GHDOV ZLWKXQVROLFLWHG HPDLOV DPRQJVW RWKHU WKLQJVSo what else do you need?7KH EHVWZULWWHQ QHZVOHWWHU LQ WKH ZRUOG LV RI QR XVH XQOHVV RX KDYHD OLVW RI SHRSOH WR VHQG LW WR$ JRRG FXVWRPHU GDWDEDVH LV WKH PRVW LPSRUWDQW WKLQJ ZKHQ LWFRPHV WR XVLQJ QHZVOHWWHUV WR SURPRWH RXU EXVLQHVV DQG VWD LQWRXFK ZLWK RXU FXVWRPHUV$ QHZVOHWWHU FDQ EH DQ H[WUHPHO HIIHFWLYH PDUNHWLQJ WRRO 7KHFDQ DOVR EH JUHDW IXQ WR ZULWH DQG SURGXFH DQG KHOS RX IHHO DVFRQQHFWHG WR RXU FXVWRPHUV DV WKH IHHO WR RX
  87. 87. JXLGH WR PDUNHWLQJ62WetLeisureThe practiceEvent planning and exhibitions.It’s a chance to talk to potentialcustomers face to face, to shake theirhand, to let them touch and feel theproducts and even dip their feet in aspa or sit in a sauna.
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  89. 89. JXLGH WR PDUNHWLQJ6SRQVRUHG E64WetLeisureA good plan leads to a great result.6RPH PDMRU H[KLELWRUV ZLOO VWDUW WR SODQ IRU D VKRZ WR PRQWKV LQDGYDQFH2EYLRXVO RQH RI WKH WKLQJV WKDW RX·OO KDYH WR SODQ LV RXU VWDQG $LPWR PDNH LW DV VWULNLQJ DQG PHPRUDEOH DV SRVVLEOH EXW LQ D ZD WKDWILWV LQ ZLWK RXU EXVLQHVV SURILOHRQ·W MXVW WDNH D FRXSOH RI KRW WXEV KDYH D JD]HER RYHU WKHP DQGXVH GHFNLQJ DQG SODQWV WR FUHDWH D UHDOO DWWUDFWLYH HQYLURQPHQW WKDWSHRSOH ZLOO ZDQW WR YLVLW7U DQG PDNH WKH VWDQG DV RSHQ DV SRVVLEOH VR WKDW WKHUH DUH QREDUULHUV WR SHRSOH HQWHULQJ RXU VSDFH 0DNH LW LQYLWLQJ8VH RXU SURGXFWV DQG GLVSOD ERDUGV SURSV DQG JUDSKLFV DQGHYHQ WKH VWDII WKDW ZLOO EH PDQQLQJ WKH VWDQG WR FUHDWH DQ DSSHDOLQJWKHPH WKDW SHRSOH YLVLWLQJ WKH VKRZ ZLOO ZDQW WR H[SORUH %H FUHDWLYHThere’s more to a show than a stand.,W·V HDV WR IRFXV RQO RQ WKH VWDQG LWVHOI DQG WKLQN WKDW LI RX KDYHWKDW ULJKW WKH UHVW ZLOO IROORZ EXW WKHUH LV PXFK PRUH WR VXFFHVVIXOH[KLELWLQJ WKDQ WKDW:HOOSODFHG 35 VWRULHV FDQ EH LQYDOXDEOH WR RXU EXVLQHVV EXW D 35VWRU KDV WR EH DERXW VRPHWKLQJ $Q H[KLELWLRQ JLYHV RX VRPHWKLQJWR WDON DERXW 5HOHDVH D VWRU WKDW RX DUH LQWHQGLQJ WR DWWHQG WKHVKRZ LQ TXHVWLRQ 7HDVH RU WHOO DERXW KRZ GLIIHUHQW RXU VWDQG LVJRLQJ WR EHMake sure that you contact everyone on your customerdatabase and invite them to the show. Perhaps there couldbe an offer or incentive attached that they can only receiveby being there?*R EDFN WR RXU OLVW RI ZKDW RX ZDQW WR DFKLHYH ,I RX ZDQW WRJHQHUDWH VDOHV OHDGV WKHQ FRPH XS ZLWK DQ LGHD WKDW ZLOO HQFRXUDJHHYHURQH ZKR YLVLWV RXU VWDQG WR OHDYH WKHLU FRQWDFW GHWDLOV ,W PLJKWEH D FRPSHWLWLRQ RU D UDIIOH EXW WKRVH GHWDLOV RI SHRSOH ZKR KDYHVKRZQ LQWHUHVW DUH ZRUWK WKHLU ZHLJKW LQ JROGKRRVH WKH WHDP WKDW ZLOO PDQ WKH VWDQG GXULQJ WKH VKRZ +DYHHQRXJK SHRSOH VR WKDW LQGLYLGXDOV FDQ WDNH D EUHDN DQG PDNH VXUHWKHUH ZLOO EH HQRXJK SHRSOH RQ WKH VWDQG DW DOO WLPHV WR DQVZHUTXHVWLRQV DQG WDON WR YLVLWRUV7KH SHRSOH ZKR ZRUN WKH VWDQG VKRXOG EH HQWKXVLDVWLF DQG RXWJRLQJEXW QRW SXVK ,W FDQ EH TXLWH GDXQWLQJ WR EH IDFHG ZLWK KRDUGV RIYLVLWRUV RU VLW DQG ZDWFK WKH FURZGV VHHPLQJO LJQRUH RX VR FKRRVHWKDW WHDP ZLWK JUHDW FDUH
  90. 90. JXLGH WR PDUNHWLQJ6SRQVRUHG E65WetLeisure7KH ULJKW SHRSOH ZLWK WKH ULJKW DWWLWXGH ZLOO PDNH D KXJH GLIIHUHQFH%ULHI WKDW WHDP ZHOO 7HOO WKHP WR VSHQG PRUH WLPH OLVWHQLQJ WKDQWDONLQJ 7HOO WKHP ZKDW RXU JRDOV DUH IRU WKH VKRZ ([SODLQ WKDW WKHUHSUHVHQW WKH EXVLQHVV VR WKH VKRXOG EH VPDUW DQG SROLWH DQGKHOSIXO1R FKDWWLQJ RQ WKH PRELOH 1R VOXUSLQJ D TXLFN GULQN 7KDW·V ZKDWEUHDNV DUH IRUGetting information and giving information.2Q WKH GD RX QHHG WR EH SUHSDUHG WR JHW DQG WR JLYH LQIRUPDWLRQRX QHHG WR JHW DV PXFK LQIRUPDWLRQ DV RX FDQ IURP WKH YLVLWRUVWKDW DUH LQWHUHVWHG LQ RXU SURGXFWV DQG VHUYLFHV FRQWDFW GHWDLOVFHUWDLQO EXW DOVR VSHFLILFDOO ZKDW WKH DUH LQWHUHVWHG LQ+DYLQJ D VLPSOH SUHSULQWHG IRUP LV D JUHDW LGHD ,W UHPLQGV RXZKDW TXHVWLRQV WR DVN DQG JLYHV RX D VSDFH WR ZULWH WKH DQVZHUV LQHDFK RI WKRVH IRUPV DW WKH HQG RI WKH VKRZ UHSUHVHQWV D UHDOO VROLGOHDGRX DOVR QHHG WR KDYH VRPH EURFKXUHV RU LQIRUPDWLRQ VKHHWV WR JLYHRXW DORQJ ZLWK D FRPSOLPHQWV VOLS RU EXVLQHVV FDUG,W·V D FHUWDLQW WKDW WKHUH ZLOO EH UHSRUWHUV DQG MRXUQDOLVWV DWWHQGLQJWKH HYHQW DQG LW·V D JRRG LGHD WR NQRZ EHIRUHKDQG ZKDW LQIRUPDWLRQRX ZDQW WR JLYH WKHP DQG KDYH D VWRU WKDW LV LQWHUHVWLQJ HLWKHUDERXW RXUVWDQG RU RXU EXVLQHVV LQ RUGHU WR LQFUHDVH WKH OLNHOLKRRG RI VRPHJRRG 35Thank you and goodbye.$IWHU RX KDYH SDFNHG XS DQG SXW DZD WKH PRVW LPSRUWDQW ZRUNEHJLQV)ROORZ XS RQ DOO WKRVH OHDGV $GG DOO WKRVH QHZ FRQWDFWV WR RXUFXVWRPHU GDWDEDVH *HW LQ WRXFK HYHQ LI LW·V RQO WR VD KRZ QLFH LWZDV WR PHHW WKHP,I RX PDGH VDOHV DW WKH VKRZ WKDW LV DOPRVW D ERQXV 7KH FRUHSXUSRVH RI H[KLELWLRQV DQG HYHQWV LV PDUNHWLQJ UDWKHU WKDQ VHOOLQJ1RZ WKDW RX KDYH WKH OHDGV WKH VHOOLQJ FDQ EHJLQ
  91. 91. JXLGH WR PDUNHWLQJ66WetLeisureThe practiceSelling and marketing.Sometimes a business sees sellingand marketing as two entirelydifferent things and that can makelife very hard.

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