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“Marketing is not an event…..it is a carefully
planned, multi-faceted program that takes into
consideration your goals, your budget, your
resources and your brand.”
Branding – Who Are You? Do Consumers Know Your Name? Can You Be Found? How Does your Website Look? Are your Social sites up-to-date? Are You Viewed As A Community Resource?
Face it…you can’t always be found…..You HAVE to Reach Out!
Getting the Word Out so the Leads Keep Coming In
Top Direct Marketing Mediums:
Direct MailTelemarketingEmail MarketingSocial MediaMaximizing your own customer list
Direct MailBenefits
Micro-Targeting Only medium guaranteed
to get into the Home Recipient’s Undivided
attention
Challenges
• Developing quality creative• Finding the right offer• Testing takes time• Postage Cost
Direct Mail Tips
• Integrated List & Offer are the Key• Gift card programs already set up for
Lead Generation• Be ready for a quick turnaround• Vista print• Fivvr.com
TelemarketingBenefits
Low Cost Quick Response Great for researching
consumer response to new products/pricing
Challenges
• Fewer #s to call• TCPA & DNC Rules• Prospect irritability
Still the #1 medium for appointment setting
Email Deployment
• New Technology• Ability to Target• Opt In Lists• White Listed Servers• Analytic Reports• Lower Pricing
Use Email to Bolster Your Brand
Maximizing Your Own List
Why
• CRM• Cross Sell• Up Sell• Ask for Referrals
How
• NCOA• Append phone #s• Append demographics• Add email addresses
Use New Technology to Analyze Your Customers…but Don’t
Forget the Low-Hanging Fruit
Targeting Your Best Prospects
Clone Your Customers Expand Your Reach Geo targeting Time-tested key Niche Segments
Top Niche Segments
• New Homeowners• Homeowners with Growing Families
• Affluent Homeowners• Homeowners with Ailments• Homeowners with Pets• Eco-Friendly Homeowners• Selected Businesses
Developing your Message: Match it to the Market
• Tested, tried & true• Be Creative• Lead with Benefits• Incorporate your Personal Values• Live Your Brand• Always Take the High Road• Become Greater than Your Local Dealership
Matching the Offer to your Target
Tickets to the Disney
FREE dog food for FidoGift Certificate to Home Store
Diapers / Gentle Detergents
Things to Think About
• Do you have a year-round marketing calendar that integrates touches from a variety of media?
• Mobile Compatibility – can you be found on a mobile device?
• Is Your website up-to-date – can you add a retail component to your site?
• Are you committed to Social Media - are all your programs current?
• Disaster Planning -are you ready for Rapid Response?
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