Grill Up a Mouth-Watering Marketing Campaign sept. 12
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The document provides an overview of key considerations for developing an effective marketing campaign, including understanding past and present tools, defining objectives and goals, identifying target audiences, crafting relevant messages, executing tactics, and evaluating results. Some highlights include how directories have evolved from print to online lead generation, the importance of having a clear vision and planning research, tailoring communications to individuals, demonstrating value and differentiators, and following up on campaigns to improve future performance.
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Grill Up a Mouth-Watering Marketing Campaign sept. 12
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- 2. Session Framework •6 key ingredients to a marketing campaign sizzle. •Taste of some best practice examples. •Close with five action points to start on today.
- 3. Then & Now • Cole Directory • Published in 1947 • “Blue Book” • Crisscross directory of addresses & phone numbers • Invaluable information for a number of industries: • Telemarketing • Debt collection • Law enforcement • Today, web-based lead generation for businesses. 3
- 5. Features: • Webinars • Playbook download • Articles • Buddy’s Blog • Resources
- 6. Tailgating •America’s favorite pastime •Marketing similarities •Score big = more •Sales •Leads •Opportunity Flickr via thebusybrain
- 7. Start with aa Start with Vision Vision •What do you hope to accomplish? •Best case scenario? •What steps are necessary to reach your goal?
- 8. Planning & Prep •Market research •Clear objectives •Media tactics •Budget •Measurable goals Flickr via Pen Waggener
- 9. Guest List Marketing Campaign Audience: • Unique audience • Neighborhood • Niche Demographics Flickr via makeshiftlove
- 10. Cole Information In house files contain information on: •130 million households •19 million business •Direct mail & telemarketing •Referral marketing •Customer cloning •View neighbors Flickr via makeshiftlove
- 11. Make it Personal Average household receives 2 mail pieces per day •Tailor it to specific individual. •Make it relevant to their life. •Pay attention to their needs! Flickr via makeshiftlove
- 12. Make it Personal
- 13. Make it Personal
- 14. Sell the Dream 14
- 15. 15
- 16. Make it Easy 16
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- 18. Show Value 18
- 19. What sets you apart? What is your offer? 19
- 20. Follow with a Call • Introduction: • Be clear – “Hi I’m Lora Ullerich, your local agent/service provider…” • Stress local – Differentiates you from those UNKNOWN callers. 20
- 21. Approach & Offer • Approach: – “I just wrote a new policy for Bob Smith and was able to save him a bunch of money on his homeowners insurance.” • Alternate: – “Bob Smith is a good customer of mine and gave me your name.” – “Your neighbor, Bob Smith, recommended that I call...” 21
- 22. Approach & Offer • Offer: – “I would like an opportunity to quote on your homeowners insurance to see if I’m able to save you money like I was able to for Bob?” – “Could I set an appointment to stop buy and prepare a quote for your homeowners insurance?” – “Is there a better time I can call and ask questions to prepare a quote on your insurance?” 22
- 23. Prime Spot Claim your Virtual locations: •http://getlisted.org/ •Facebook •Foursquare Think about: •Website •Blog •Pinterest
- 24. Execution Keep in mind: •Your main objectives for this campaign. •The audience you’re looking to target. •Tactics involved including: •Direct mail •Telemarketing •Traditional advertising •Social media advertising •Creating a sense of urgency •Call-to-action •Be specific!
- 25. Clean Up Ask yourself: •What worked? •What didn’t? •What could be done better for the future? Flickr via HoskingIndustries
- 26. Track & Measure Once again, track and measure
- 27. 5 Action Points •Come up with a game plan that’s got some meat to it. •Make sure you’ve got the necessary ingredients and the right message. •Find your niche audience you want to reach. •Come game day, pick the prime location & infuse some fun! •What play bombed? What play tanked?
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Notes de l'éditeur
- Hello & thanks for joining us for Cole Information’s Small Business Marketing webinar: Grill up a Mouth-Watering Marketing Campaign. My name is Lora Ullerich, I’m the digital media specialist for Cole Information
- Discuss today's session: Today we’re going to fire up the grill, show the similiarilties of a tailgate to a marketing campaign & provide what I think are the 6 key ingredients to make your next marketing campaign sizzle. I’ve got some marketing examples of best practice postcard, letter & telemarketing scripts I’m going to give you a taste of to provide a starting point to get your creative juices flowing and see how it can relate to your small business. Provide 5 action points to get you started today. Some housekeeping items for you, I do value your feedback & questions—so if you have a question/comment, please use the dashboard located on the right hand side of your screen and type your question/comment in the applicable area. We are recording today’s session and it will be availbale to you via email in about 24 hours. And one lucky attendee to today’s small biz webinar will walk away with a $50 Amazon GC at the end of today’s webinar so stay tuned for the opportunity to win that.
- Before we get started, just a little background on Cole Information. In 1947, Jack Cole created the Cole Directory. The “Blue Book” is the original criss-cross reference directory, a standard tool for business and government. Today we continue this tradition of innovation through products like Cole X-Dates to provide small business owners this searchable database of addresses and phone numbers that allows them to target consumers and businesses in their own neighborhood. What makes X-Dates unique is that six years ago, when we were creating this product, we talked to insurance agents like yourselves to see what they would want in a product. You told us: we want a product that is easy to use & access, alerts us when homeowner’s policies are expiring in our area. And not only that, we’d also like to be able to see which households have multi-drivers & along with being less than $500, can you make it affordable? And that’s exactly what we created. We created a product that’s easy to access and use and in just a few clicks, you have a list of prospects. Cole X-Dates is affordable, unlimited & also you can preview the list prior to download.
- We also have a an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
- Cole Community features articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. Best of all, it’s FREE! We invite you to take a look around, check out the site & use it as a resource for your needs.
- What do cooler temperatures, football and a gas grill have in common with marketing a small business? Plenty…and it starts with tailgating.—an afternoon that includes firing up the grill, donning your favorite pro/college team’s colors, eating and throwing the pigskin around or going to the game to be with the thousands of other fans. If you’ve ever attended one or been in charge of one—they can be stressful & there’s a certain finesse that goes along with being successful. There’s a lot of prep work that goes into these pregame parties, it’s not a last-minute thing. In fact, I know a professional tailgating planner who plans for these parties in the off-season! In many ways, America’s favorite pastime is a lot like running a successful marketing campaign for your small business. If you score big, it means, increase sales, a wider customer base and more leads to convert—not to mention additional recognition in your community.
- It starts with a vision. What are the expectations of your tailgate party? Do you want it to be reminisce about for years to come? Or do you want it to be one of those events that is forgotten about right as you leave? In the same way, a successful marketing campaign stars with a vision of the outcome. What does it include? Ask yourself: What are you trying to accomplish? Is it more money? More prospects? More opportunity? Increased presence? Do your goals match up to your overall business plan? Write down reasons for running the campaign and the goals.
- Menu planning and Prep: a successful tailgate involves great food and plenty of it. Just like you agonized over the menu including what meats to grill, veggies to include, sides to serve up & don’t forget the munchies & the beverages on hand. Then you’ve got to make sure you’re getting the best price on the food, so it’s scouring the weekly grocery store ads to see which one has the best deal on what. Then you’ve got include the party necessities: the red plastic cups, utensils, plates, napkins, hand sanitizer, etc. Regarding marketing…a successful marketing campaign includes lots of planning & prep as well. You’ve got to research your market—what’s the competition doing compared to you? Who are you really trying to target. Then what are your objectives? Are they clear? What are your media tactics—are you going to advertise w/ TV, radio, Direct mail, social media, newsletters? What about your budget? Is it enough to support all you’d like to do? Do you have a little extra to make adjustments where necessary? Finally how are you going to measure success? Are your goals measurable?
- If you want to make memories, another vital component of any tailgating party is who’s invited are these people fun & engaging? Or are they serious, reserved and don’t even like football? Similarly, every campaign has a certain audience, neighborhood or demographic target. The message needs to speak to them and also be in the medium where they’re at. In other words, if you’re targeting your message to women, new research suggests more women spend their time on social networking sites like Pinterest & FB, than men. Are you promoting your product/service on sites like those?
- Depending on whether you use Cole Lists, Cole RR or Cole In Your Neighborhood or XD, our in-house files contain mailing addresses and landline phone numbers on 130 million households and 19 million businesses across the country. that means we have the homeowner’s first and last name, a mailable address, landline phone numbers, and more! We also have the estimated home value, the purchase date, the estimated age and income, gender, dob, etc. biz are the same way plus we can sic or standard industrial classification codes.We update this information every 30 days and weekly scrub the phone numbers against the Federal Do Not Call Registry to guarantee its accuracy. More importantly, we have the contact information of prospects you’d like to target in your area. We get our information from a number of strategic partnerships and public record sources including: Telephone records United States Postal Service Information County Deed and Assessment Records Yellow Pages and White Pages Federal, State and Local Government Information Direct Marketing News notes that insurance companies are utilizing mailing list marketing for highly targeted advertising campaigns. There is likely to be a higher response to a personalized mailer that advertises a product that fills a consumer's current needs. Using business mailing lists for geographic-specific advertising gives insurance providers the ability to tailor their message to build awareness for services that may help one area more than another. For example, Home Value Insurance focused the bulk of its direct mail campaign in areas that were hit hard by the plummeting values of houses and property, such as Ohio and Oklahoma. Direct marketing allows businesses to find potential clients and develop specific sales pitches to their needs. Mailing lists allow for even further demographic targeting and insurance providers are capitalizing on that to increase their business.
- Tom Foti, manager of Direct Mail and Periodicals at the U.S. Postal Service (USPS), recently said in a statement that an "average household receives only two pieces of direct mail a day" and that most people are excited by receiving something. This means that business owners who use direct mailing lists are likely to have more success grabbing consumers' attention when compared to other forms of advertisement. According to DirectMarketingIQ, in 2011, 38 percent of direct mail was personalized to establish a stronger connection with clients. If a company delivers information that has been tailored to a specific individual, region or demographic, it is more likely to attract attention. Businesses can use reviews of relevant products based on a consumer's buying history, or referrals from other clients, to create a specific advertisement. Even something as simple as including a free offer for regular customers may make a mailer feel more personal to a consumer. Clients want to know that companies are paying attention to their needs. Making a more personalized advertisement may be a more effective mailing list marketing strategy than sending out general information. This might be the budget-friendly solution for owners whose customers complain about not receiving service based on their interests.
- A great example of making it personal and also timely is this example I recently got from my insurance agent.this postcard camein the mail the other day. It was one of two mail pieces I had received that particular day. My birthdy falls in october. So personal. It is also timely. It’s a trigger for my agent to reach out to me and look at the wording on the back. Its time to review your policy. Lets talk about additional life insurance options. He knows my age, knows whereim at in my life and knows im thinking the same thing. This is effectiveand a great example of being personal and also timely. This can help make your campaign sizzle.
- A great example of making it personal and also timely is this example I recently got from my insurance agent.this postcard camein the mail the other day. It was one of two mail pieces I had received that particular day. My birthdy falls in october. So personal. It is also timely. It’s a trigger for my agent to reach out to me and look at the wording on the back. Its time to review your policy. Lets talk about additional life insurance options. He knows my age, knows whereim at in my life and knows im thinking the same thing. This is effectiveand a great example of being personal and also timely. This can help make your campaign sizzle.
- Create the dream
- Now that you have their attention, reach out them on a timely basis with postcards—which continue to be 80% effective and it also keeps you top of mind Telemarketing—follow up from postcard-did you get my postcard, are you interested in buying/selling your home Enewsletters—let me capture your information on industry news, home sales in the neighborhood and seasonal or decorating information tips /ideas.
- Alleviate worry
- Now that you have their attention, reach out them on a timely basis with postcards—which continue to be 80% effective and it also keeps you top of mind Telemarketing—follow up from postcard-did you get my postcard, are you interested in buying/selling your home Enewsletters—let me capture your information on industry news, home sales in the neighborhood and seasonal or decorating information tips /ideas.
- Alleviate worry
- Now that you have their attention, reach out them on a timely basis with postcards—which continue to be 80% effective and it also keeps you top of mind Telemarketing—follow up from postcard-did you get my postcard, are you interested in buying/selling your home Enewsletters—let me capture your information on industry news, home sales in the neighborhood and seasonal or decorating information tips /ideas.
- As with any approach with someone you’ve never talked to before, be sure to include in your introduction: Be clear—tell them who you are and why you’re calling. Be sure to stress that you’re local—this separates you from the rest & lets them know that you know the area, people & are dealing with the same issues they are.
- In your approach, go back to your referral “Bob” and say “I just wrote a new policy for Bob Smith & was able to save him a bunch a money on his homeowners insurance. See how that works for a week & then alternate with slightly different approach for a week & see which works best.
- Use this same approach with the offer. In the offer, ask several different ways and see which one works best.
- Tailgating is all about location, location, location! A prime spot in the parking lot can make/break the atmosphere. In additional you want to make sure have plenty of games and activies for those who don’t end up going to the game, a TV/radio tuned in to the game play-by-play so that those who want to know what’s going on. You want to start by submitting your company’s profile data to a number of different directories like yellowpages, superpages, etc. but also check out this website: getlisted.org. write this down because this site quickly gives you a run down of the sites you may have already claimed you page on & by clicking on the link, you can add your business information to improve your search engine optimization. Regarding your agency maybe you can’t change the physical location, but you can make you can make your virtual location easy to find. Make sure your business has been added to search engines like Google, Bing, My Yahoo, you’ve got your social spaces claimed—FB twitter, Four square, Linked in & you’re routinely updating those places.
- On game day, it’s all about execution! Showing up early on game day is nearly as important as prepping for the event, the guest list & your location. Therefore, you can be ready for any last minute changes that ineveitably come your way. Also, you can be sure the food is to perfection and grilled on time---nobody wants cold/burnt food and hungry tailgaters! The way you execute your marketing plan is also critical. You can have the best laid out plan, the perfect copy, telemarketing script and ads, but if you don’t actually send the postcards, make the phone calls or buy ad space and update your social media spaces, it’s all for naught! At the same time, as a small business—you have the ability to be flexible
- You know the old saying, if you get it out, put it away or leave a spot as you found it. Same way with cleaning up after the party—you got to make sure you pick up all the cans & throw away the trash. With marketing it’s all about measuring the effectiveness of your marketing campaign.
- Come up with a game plan that’s got some meat to it. Make sure you’ve got the necessary ingredients and the right message. Find your niche audience you want to reach. Come game day, pick the prime location & infuse some fun! What play bombed? What play tanked? –throw more bombs & less tanks.