Increase your sales with 1 to 1 marketing

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Increase your sales with 1 to 1 marketing

  1. 1.   IGNITING THE FIRE Reg Gupton, MBA, CRS Creative Growth Seminars gupton@growthseminars.com http://www.growthseminars.com 303.544.0340 office 303.544.0358 fax Harness the Power of 1-to-1 Marketing
  2. 2. My job is to reduce your stress and increase your profits and your free time!
  3. 3. It all starts here!!
  4. 4. Your Written Marketing Plan <ul><li>Targeted </li></ul><ul><li>Continuous </li></ul><ul><li>Deliberate process (strategic) </li></ul><ul><li>Repetitive </li></ul><ul><li>Test, measure responses, adjust </li></ul><ul><li>Send again </li></ul><ul><li>Part of your marketing mix. </li></ul>
  5. 5. Ways to get new business <ul><li>Advertising </li></ul><ul><ul><li>Untargeted </li></ul></ul><ul><ul><li>No offer </li></ul></ul><ul><ul><li>Difficult to measure results </li></ul></ul><ul><li>Public Relations </li></ul><ul><ul><li>They don’t call from a press release </li></ul></ul><ul><ul><li>No offer </li></ul></ul><ul><li>Word of mouth referrals </li></ul><ul><ul><li>Very cost effective </li></ul></ul><ul><li>Calling </li></ul><ul><ul><li>Cold calling - Illegal </li></ul></ul><ul><ul><li>Warm calling </li></ul></ul><ul><li>Direct Response Marketing </li></ul><ul><ul><li>Cost effective </li></ul></ul><ul><ul><li>They will call. </li></ul></ul>
  6. 6. Marketing Cost Reduction <ul><li>Fact: marketing to existing customers is less costly and more profitable than marketing to prospects </li></ul><ul><li>Fact: you make money marketing to customers and may lose money marketing to prospects. </li></ul>
  7. 7. This I know! <ul><li>50% of my promotion and advertising is wasted. I just don’t know which half. </li></ul>
  8. 8. Your goal should be! <ul><li>Deliver the RIGHT message/offer </li></ul><ul><li>To the RIGHT target market </li></ul><ul><li>At the RIGHT time </li></ul><ul><li>Via the MOST cost-efficient means. </li></ul>
  9. 9. One contact won't get it <ul><li>Even if you have identified a niche market and it is targeted, you must become of value and earn the right to a relationship. </li></ul>
  10. 10. Not a Courage Issue A time Issue <ul><li>You have to increase your contact count by a factor of 9-20 before they even recognize what you do </li></ul><ul><li>Nordstrom 16 per/yr </li></ul><ul><li>Paper Direct 16 per/yr </li></ul><ul><li>L L Bean 20+ per/year. </li></ul>Take a Clue from these folks.
  11. 11. When need meets supply Customer need Your product/service offering A Sale
  12. 12. You need TOMA! <ul><li>What is TOMA? </li></ul><ul><ul><li>measure of rank in the mind </li></ul></ul><ul><li>Benefits of TOMA </li></ul><ul><ul><li>Quick decisions </li></ul></ul><ul><ul><li>Decide without effort. </li></ul></ul>
  13. 13. Why you need TOMA <ul><li>Today's buyer uses an information oriented decision process </li></ul><ul><li>Gather information </li></ul><ul><li>Review alternatives </li></ul><ul><li>Choose one alternative </li></ul><ul><li>Evaluate the decision after the fact. </li></ul>
  14. 14. What is a database? <ul><li>Automated rolodex </li></ul><ul><li>Puts contacts in group/categories </li></ul><ul><li>Maintains large amount of information on each contact </li></ul><ul><li>Maintains history of contacts/notes </li></ul><ul><li>Will automatically run marketing campaigns </li></ul><ul><li>Can send letters, cards, emails directly. </li></ul>
  15. 15. A definition: Database Marketing <ul><li>An accountable form of marketing </li></ul><ul><li>based on detailed knowledge </li></ul><ul><li>of the target market </li></ul><ul><li>stored in a marketing database </li></ul><ul><li>used to drive targeted communications </li></ul><ul><li>thru a range of media </li></ul><ul><li>directly to customers and prospects. </li></ul>
  16. 16. One time will not get it! <ul><li>Stanford Research </li></ul><ul><ul><li>6-9 contacts to be aware of what you do </li></ul></ul><ul><ul><li>16 contacts to be familiar with you </li></ul></ul><ul><ul><li>20-24 contacts to consider you. </li></ul></ul>
  17. 17. 1 to 1 benefits? <ul><li>Target a niche/segment </li></ul><ul><li>Cost effective alternative to mass/print media </li></ul><ul><li>Test ideas before full commitment </li></ul><ul><li>Deliver sales now and in the future </li></ul><ul><li>Develop loyal customers and reward them. </li></ul>
  18. 18. Steps for 1 to 1 Marketing <ul><li>Collect names, addresses and e mails </li></ul><ul><li>Enter into your database program </li></ul><ul><li>Design marketing campaigns </li></ul><ul><li>Collect additional marketing and demographic information </li></ul><ul><li>Result!! </li></ul><ul><li>Build loyalty, sales and profits. </li></ul>
  19. 19. What do I collect? <ul><li>Basic demographics </li></ul><ul><ul><li>Names (including children) </li></ul></ul><ul><ul><li>Address </li></ul></ul><ul><ul><li>Phone </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Birthdays-adults & children </li></ul></ul><ul><ul><li>Buying habits </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Items </li></ul></ul><ul><li>Interests </li></ul><ul><ul><li>Passions. </li></ul></ul>
  20. 20. Buy some software. <ul><li>What is required? </li></ul><ul><ul><li>Store the data </li></ul></ul><ul><ul><li>Access the data </li></ul></ul><ul><ul><li>Sort the data </li></ul></ul><ul><ul><li>Segment the data </li></ul></ul><ul><ul><li>Send messages </li></ul></ul><ul><ul><li>Send campaigns </li></ul></ul>
  21. 21. How Do I Choose? <ul><li>Has the software been tested? </li></ul><ul><li>Are there any recommendations? </li></ul><ul><li>Is the documentation clear and complete? </li></ul><ul><li>Is there telephone support available? </li></ul><ul><li>Will it handle campaign marketing? </li></ul><ul><li>Is the developer a stable company?. </li></ul>
  22. 22. Software alternatives <ul><li>Contact Manager- </li></ul><ul><li>ACT, Goldmine, Top Producer </li></ul><ul><li>Communication Software </li></ul><ul><ul><li>Eudora </li></ul></ul><ul><ul><li>Outlook </li></ul></ul><ul><li>Web Browsers </li></ul><ul><ul><li>Internet Explorer </li></ul></ul><ul><ul><li>Firefox. </li></ul></ul>
  23. 23. Slice and dice for more $ <ul><li>What segments? </li></ul><ul><ul><li>Past customers </li></ul></ul><ul><ul><ul><li>1-time buyers </li></ul></ul></ul><ul><ul><ul><li>2-time buyers </li></ul></ul></ul><ul><ul><ul><li>3+ time buyers </li></ul></ul></ul><ul><ul><li>Choir (key referrers) </li></ul></ul><ul><ul><li>Prospects </li></ul></ul><ul><ul><ul><li>Media advertising </li></ul></ul></ul><ul><ul><ul><li>Phone. </li></ul></ul></ul>
  24. 24. Your most important asset <ul><li>Great, educated, discriminating, loyal customers </li></ul>
  25. 25. Your Most Fertile Field <ul><li>Current Clients/Customers </li></ul><ul><li>Past Clients/Customers </li></ul><ul><li>Friends/Acquaintances </li></ul><ul><li>New Customers. </li></ul>
  26. 26. Continuing dialogue <ul><li>Capitalize on their lifetime value as customers </li></ul>
  27. 27. Your Action Steps for the future <ul><li>Supplier/Vendor of Choice </li></ul><ul><li>Focus on Actual Source of Business </li></ul><ul><li>Use of the web </li></ul><ul><ul><li>e commerce </li></ul></ul><ul><ul><li>on line brochure. </li></ul></ul>
  28. 28. Your Action Steps for the future <ul><li>Market your business with 1-to-1 Marketing </li></ul><ul><li>Hold your marketing accountable </li></ul><ul><li>Understand your customers </li></ul><ul><li>Value-added vs. price </li></ul><ul><li>Use cross marketing with strategic alliances. </li></ul>
  29. 29. Your take aways for today <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  30. 30. Help is at hand for you <ul><li>When you are ready to move forward and implement proven marketing strategies that can help you utilize the techniques discussed, call 303.544.0340 for a complimentary 1/2 hour consultation. </li></ul>
  31. 31. Reg’s Business Success Videos If you liked what you saw, subscribe to my channel @ www.youtube.com/user/reggupton Watch other videos at www.businesssuccessvideos.com Email me @ [email_address] Follow me @ www.twitter.com/reggupton Find me @ www.facebook.com/reggupton Add me to your Linked in network www.linkedin.com/in/reggupton

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