3. Everything that makes your business visible! Website Blogs Public Relations Advertising Brochures Newsletters (Hard and Soft) Social Media (LinkedIn, Twitter, Facebook) Networking
6. WHO are you trying to reach? Past Customers Present Customers NEW Customers aka Your Ideal Customer Age/Gender/Income Company size/# of Employees Geographic Location
7. WHERE/HOW are you trying to reach them? Media (Print, Radio, TV) Internet Social Media Direct Marketing
8. WHAT are you trying to say? What you have that no one else has Provoke as strong feeling or thought Define the concise action to take The benefits gained (Value Added)
11. Has this ever happened to you? This ad was run in a major New Jersey paper with a circulation of more than 180,000. While the ad contains the business’ logo and phone number elsewhere, this is the Call to Action. Would you act?
13. Here’s the Story Marketing is an umbrella Everything that makes your business visible Your brand – the look and feel of your business It’s not about you – it’s about them Advertising is part of marketing Paid element Print or Internet
14. How? Provoke a strong feeling or thought. Provide an action to take. Define the benefit of taking the action.
18. Is something wrong with this Ad? Actually, no. This is the name of the company. Your mind will place the “l” where it belongs.
19. WHEN are you doing it? Multiple times Regular frequency When relevant to customer
Notes de l'éditeur
Good Morning/EveningMy name is Florence Smith and my company is Next Step Marketing.
Good Morning/EveningMy name is Florence Smith and my company is Next Step Marketing.
Marketing is everything that you do or communicate about your business that bring in new customers, keeps past and current customers and creates interest around the products or services that you have to offer. It is the trust and relationships that you build in the course of doing business.
What each business chooses to concentrate on differs based on what has worked for them in the past or trying something new to see how effective it is. A retail store that serves consumers may focus on advertising in shopper magazines, newspapers and companion mailers. while
A business that serves other businesses relies significantly less on advertising and more on networking and leads generated from the website.
But is all boils down to Who are you trying to reach, What are your trying to tell them and when are you trying to make the connection.Your focus for current and past customers is to keep them. Communication is the key. If you don’t stay in touch, they will go somewhere else.The big challenge is to bring in new customers. 1. You will look at demographics – that’s part of your identification of your ideal customer. For any part of your marketing program it is critical that you know who your target is, otherwise you are just throwing money out the window.2. You will look at your company’s big picture as well as your products and services and identify what is unique about what you have to offer. Why should they come to you and not your competitor.3. Your marketing will focus on what benefits your ideal customer will get from working with your company. It must be specific, not just that you will save them time or money. How much and how. It is not about you – it is about them4. You will focus on building relationships. Gone are the days of being the only choice in town. The successful relationship is one of communication, sharing and participation.
Where you reach your ideal customer is dependent on where they want to be reached. If your target is under 40, then if you are not using social media to reach them, you are missing the boat. Their world centers around 140 characters and being able to say what you have to in a concise manner. Print media remains a viable method of communicating with potential customers. Whether direct mail or newspapers, many businesses still generate good leads from hardcopy. The use of the internet requires recentcy and relevancy. It must be up to date and relevant to your target audience.
Your message is the most important part of your marketing process. Identify what makes you unique – the reason that they should be coming to you. Unless your business requires a high level of trust, such as a physician, a plumber or an electrician, do not make the focus the length of time you have been in business. It is not important. It doesn’t matter how long Staples has been selling staplers and paper, only that they have it when you need it.Your message to your target must be thought provoking (create a fear), propose a beneficial solution to their problem, and compel them to take a specific action or actions. Yes you can fit that into a 30 commercial, a print ad, or on a postcard.Make the action that you want them to take clear and definite. Go to website, call for information or come to location.Tell them what they will get when they do the action. Discount on order, free consultation or percentage off first order, upgrade in services are a good start. Make sure that the benefit is in line with the offer. If you offer a free gift just for coming in, you will increase traffic to your location – to get the free gift and then they are gone.In all cases make sure that information is complete and correct.
When you are marketing your business, what problem are you going to solve for the recipient of the message, what do you want the recipient to do when they get the message and what do they get for taking the action?Do you want them to call or go to your website or come into your location? Will they get a discount, a ‘free’ something or other, what problem will be solved if they come to you.
Your message to your target must be thought provoking (create a fear), propose a beneficial solution to their problem, and compel them to take a specific action or actions. Yes you can fit that into a 30 commercial, a print ad, or on a postcard.
By the way this store has opened and I finally located it.
