IGNITING THE FIRE
Reg Gupton, MBA, CRSCreative Growth [email protected] http://www.growthseminars.com303.544.0340 office303.544.0358 fax
Harness the Power of 1-to-1 Marketing
My job is to reduce your stress and increase your profits and your free time!
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It all starts here!!
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Your Written Marketing Plan
• Targeted• Continuous• Deliberate process (strategic)• Repetitive• Test, measure responses, adjust• Send again• Part of your marketing mix.
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Ways to get new business
• Advertising• Untargeted• No offer• Difficult to measure results
• Public Relations• They don’t call from a press release• No offer
• Word of mouth referrals• Very cost effective
• Calling• Cold calling - Illegal• Warm calling
• Direct Response Marketing• Cost effective• They will call.
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Marketing Cost Reduction
•Fact: marketing to existing customers is less costly and more profitable than marketing to prospects
•Fact: you make money marketing to customers and may lose money marketing to prospects.
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This I know!
50% of my promotion and advertising is wasted. I just don’t know which half.
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Your goal should be!
• Deliver the RIGHT message/offer• To the RIGHT target market• At the RIGHT time• Via the MOST cost-efficient means.
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One contact won't get it
Even if you have identified a niche market and it is targeted, you must become of value and earn the right to a relationship.
© Creative Growth Seminars, [email protected], 303.544.0340, businesssuccessvideos.com
Not a Courage IssueA time Issue
You have to increase your contact count by a factor of 9-20 before they even recognize what you do• Nordstrom 16 per/yr• Paper Direct 16 per/yr• L L Bean 20+ per/year.
Take a Clue from these folks.
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When need meets supply
Customer needYour product/service offering
A Sale
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You need TOMA!
• What is TOMA?• measure of rank in the mind
• Benefits of TOMA• Quick decisions • Decide without effort.
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Why you need TOMA
Today's buyer uses an information oriented decision process
• Gather information • Review alternatives • Choose one alternative • Evaluate the decision after the fact.
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What is a database?
• Automated rolodex• Puts contacts in group/categories• Maintains large amount of information on each
contact• Maintains history of contacts/notes• Will automatically run marketing campaigns• Can send letters, cards, emails directly.
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A definition: Database Marketing
An accountable form of marketingbased on detailed knowledge of the target marketstored in a marketing databaseused to drive targeted communications thru a range of media directly to customers and prospects.
© Creative Growth Seminars, [email protected], 303.544.0340, businesssuccessvideos.com
One time will not get it!
• Stanford Research• 6-9 contacts to be aware of what you do• 16 contacts to be familiar with you• 20-24 contacts to consider you.
© Creative Growth Seminars, [email protected], 303.544.0340, businesssuccessvideos.com
1 to 1 benefits?
• Target a niche/segment• Cost effective alternative to
mass/print media• Test ideas before full commitment• Deliver sales now and in the future• Develop loyal customers and reward
them.
© Creative Growth Seminars, [email protected], 303.544.0340, businesssuccessvideos.com
Steps for 1 to 1 Marketing
• Collect names, addresses and e mails• Enter into your database program• Design marketing campaigns• Collect additional marketing and
demographic informationResult!!• Build loyalty, sales and profits.
© Creative Growth Seminars, [email protected], 303.544.0340, businesssuccessvideos.com
What do I collect?
• Basic demographics• Names (including children) • Address• Phone• Email• Birthdays-adults & childrenBuying habits• Frequency• Items
• Interests• Passions.
© Creative Growth Seminars, [email protected], 303.544.0340, businesssuccessvideos.com
Buy some software.
• What is required?• Store the data• Access the data• Sort the data• Segment the data• Send messages• Send campaigns
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How Do I Choose?
• Has the software been tested?• Are there any recommendations?• Is the documentation clear and complete?• Is there telephone support available?• Will it handle campaign marketing?• Is the developer a stable company?.
© Creative Growth Seminars, [email protected], 303.544.0340, businesssuccessvideos.com
Software alternatives
Contact Manager- • ACT, Goldmine, Top Producer• Communication Software
• Eudora • Outlook
• Web Browsers• Internet Explorer• Firefox.
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Slice and dice for more $
• What segments?• Past customers
• 1-time buyers• 2-time buyers• 3+ time buyers
• Choir (key referrers)• Prospects
• Media advertising• Phone.
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Your most important asset
Great, educated, discriminating, loyal customers
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Your Most Fertile Field
• Current Clients/Customers• Past Clients/Customers• Friends/Acquaintances• New Customers.
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Continuing dialogue
Capitalize on their lifetime value as customers
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Your Action Steps for the future
• Supplier/Vendor of Choice• Focus on Actual Source of
Business• Use of the web
•e commerce•on line brochure.
© Creative Growth Seminars, [email protected], 303.544.0340, businesssuccessvideos.com
Your Action Steps for the future
• Market your business with 1-to-1 Marketing
• Hold your marketing accountable• Understand your customers• Value-added vs. price• Use cross marketing with strategic
alliances.
© Creative Growth Seminars, [email protected], 303.544.0340, businesssuccessvideos.com
Your take aways for today
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Help is at hand for you
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.
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