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- 1. 10 Small Business Promotion: Capturing the Eyes of Your Market McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Editor's Notes
- There is a saying in marketing “Unseen and Untold is Unsold.” A startup company is largely unknown. Therefore, if customers are seeking your type of products, they may not know you exist. Or, if your product is entirely new, they may not understand they even need it yet. Thus, you must get the word out. Marketing in the introduction phase is a heavy expense but well worth the investment if done right.
- The unique selling point of a product can be seen many ways. For: why is your target customer unique? What makes him stand out? Who: what is special about the need for this product? The company is… Why is your company better? Or unique? Why should customers come to you? That: What is the key benefit of your product? That brain injured people can now use computers? Sell it! Unlike: Show how you differ. It may be features (you have a picture phone and they don’t) or service (same day shipping) Available: Place- Where can customers get it and why is that so convenient for them? As we become busier, convenience becomes a main concern.
- Once you have collected the information you have to determine which market cares most about your message, who is most likely to respond favorably. Then you have a variety of methods to use which help convey the message as are shown on the next slide.
- Once you have collected the information you have to determine which market cares most about your message, who is most likely to respond favorably. Then you have a variety of methods to use which help convey the message as are shown on the next slide.
- Once you have collected the information you have to determine which market cares most about your message, who is most likely to respond favorably. Then you have a variety of methods to use which help convey the message as are shown on the next slide.
- Once you have collected the information you have to determine which market cares most about your message, who is most likely to respond favorably. Then you have a variety of methods to use which help convey the message as are shown on the next slide.
- Once you have collected the information you have to determine which market cares most about your message, who is most likely to respond favorably. Then you have a variety of methods to use which help convey the message as are shown on the next slide.
- Relating to Customers Message must be personal and informative to directly connect with your audience Your ability to deliver powerful and succinct messages is one of the most essential components of your business 4 Tips to improve your message: Sharpen your message through ruthless editing Make all communication two-way Use stories or mental pictures to communicate Increase understanding through repetition
- Once you have collected the information you have to determine which market cares most about your message, who is most likely to respond favorably. Then you have a variety of methods to use which help convey the message as are shown on the next slide.
- Advertising includes both print and broadcast media. TV, Radio, Newspaper, etc… Brochures are nice handouts for customers to provide them with more detailed information. Web sites provide a place to showcase the company and the product. Websites help build legitimacy and provide detailed information and pictures Business cards are a must for anyone starting out. They should include address, contact information, and possibly business type. Stationery also helps build legitimacy and is important for any business correspondence. Flyers can be used as a cheap way to announce events or new products in your local area. Whatever combination of methods you choose, always use a logo, consistent print, and a consistent message. This is the best way to improve customer’s retention of your company name and message.
- Publicity or PR is free advertising. Since it is free, it is not as controllable. However, you can improve your control by creating press kits which provide complete information to members of the press. This helps the media by doing research for them, it saves them time. And they have only the information you want them to have. Publicity is also more believable because you don’t pay for it. Consumers will believe a news article about a product more than an ad with the same claim.
- Getting new customers is expensive- so keep the ones you have. However, two very useful tools for small business are the internet and word-of-mouth. Customers search for products and vendors by the hundreds of thousands on the internet every day. The trick is make sure they find you. You can pay to be a preferred website for certain key words on each of the search engines on the net. The trick is to make sure you pick the right keywords. Referrals and word-of-mouth are also an excellent way of building your client base. You can encourage customers to send in their friends by offering them a future discount so an amount of free product or service. You can also ask prospects who turned you down, why, then use that information to change your product so that it is more desirable to that group.
- Getting new customers is expensive- so keep the ones you have. However, two very useful tools for small business are the internet and word-of-mouth. Customers search for products and vendors by the hundreds of thousands on the internet every day. The trick is make sure they find you. You can pay to be a preferred website for certain key words on each of the search engines on the net. The trick is to make sure you pick the right keywords. Referrals and word-of-mouth are also an excellent way of building your client base. You can encourage customers to send in their friends by offering them a future discount so an amount of free product or service. You can also ask prospects who turned you down, why, then use that information to change your product so that it is more desirable to that group.
- Getting new customers is expensive- so keep the ones you have. However, two very useful tools for small business are the internet and word-of-mouth. Customers search for products and vendors by the hundreds of thousands on the internet every day. The trick is make sure they find you. You can pay to be a preferred website for certain key words on each of the search engines on the net. The trick is to make sure you pick the right keywords. Referrals and word-of-mouth are also an excellent way of building your client base. You can encourage customers to send in their friends by offering them a future discount so an amount of free product or service. You can also ask prospects who turned you down, why, then use that information to change your product so that it is more desirable to that group.
- Personal selling is important for small business owners and you must remember you are selling yourself as well as the product. Personal selling is one-on-one and allows you to answer any questions or concerns the customer might have. Thus, you can better convince them of their need for the product. You can also gain information during the transaction about customer needs, uses, usage rates, alternative they are considering, etc… This information can then be used to refocus and refine your message.
- Step 1: Prospecting. In this stage you are looking to find potential customers and evaluate the best methods to reach them. Step 2: Prepare your plan of attack. Have you brochures and flyers ready. Practice your pitch. 3: Present the information to the potential client Make sure the presentation is short enough to hold their attention At the same time you must convey your passion and stimulate interest. This is the only chance you get to make a first impression The Close: A major fault of presentations is that no one asks for the sale. Ask “How many would you like” or “Now lets write up your order” rather than presenting the information and walking away. Follow-up: When the order is sent, make sure it arrives in good condition and on time. Make sure the product performed as it should. This helps build a customer relationship which will lead to increased repeat sales.
- Step 1: Prospecting. In this stage you are looking to find potential customers and evaluate the best methods to reach them. Step 2: Prepare your plan of attack. Have you brochures and flyers ready. Practice your pitch. 3: Present the information to the potential client Make sure the presentation is short enough to hold their attention At the same time you must convey your passion and stimulate interest. This is the only chance you get to make a first impression The Close: A major fault of presentations is that no one asks for the sale. Ask “How many would you like” or “Now lets write up your order” rather than presenting the information and walking away. Follow-up: When the order is sent, make sure it arrives in good condition and on time. Make sure the product performed as it should. This helps build a customer relationship which will lead to increased repeat sales.
- Step 1: Prospecting. In this stage you are looking to find potential customers and evaluate the best methods to reach them. Step 2: Prepare your plan of attack. Have you brochures and flyers ready. Practice your pitch. 3: Present the information to the potential client Make sure the presentation is short enough to hold their attention At the same time you must convey your passion and stimulate interest. This is the only chance you get to make a first impression The Close: A major fault of presentations is that no one asks for the sale. Ask “How many would you like” or “Now lets write up your order” rather than presenting the information and walking away. Follow-up: When the order is sent, make sure it arrives in good condition and on time. Make sure the product performed as it should. This helps build a customer relationship which will lead to increased repeat sales.
- Step 1: Prospecting. In this stage you are looking to find potential customers and evaluate the best methods to reach them. Step 2: Prepare your plan of attack. Have you brochures and flyers ready. Practice your pitch. 3: Present the information to the potential client Make sure the presentation is short enough to hold their attention At the same time you must convey your passion and stimulate interest. This is the only chance you get to make a first impression The Close: A major fault of presentations is that no one asks for the sale. Ask “How many would you like” or “Now lets write up your order” rather than presenting the information and walking away. Follow-up: When the order is sent, make sure it arrives in good condition and on time. Make sure the product performed as it should. This helps build a customer relationship which will lead to increased repeat sales.
- PR and press helps build legitimacy and keeps your name out in the public eye. It helps build awareness and a quality image.
- PR and press helps build legitimacy and keeps your name out in the public eye. It helps build awareness and a quality image.