Winning Marketing Ideas
Making the most of adversity
After the recession, property market slump and a natural disaster, it hasn't been the easiest start to 2011 for many Christchurch businesses. Here's some ideas to help you make the most of adversity while you and your business are getting back on your feet.
1. Use any downtime to plan an aggressive new marketing strategy and position yourself for future business
2. Activate dormant accounts
A dormant account is someone you did business with before but are not actively working for now
How could you contact those past clients? Phone would be the number one choice but you could also email, send a letter, some marketing collateral, testimonials, a newsletter or card or invite them for a coffee.
3. Reactivate old leads
Most people give up too early on their prospects as evident by these statistics.
- 80% of sales are made between the fifth and twelfth contact with a prospect.
- Only 10% of people make more than three contacts with their prospects.
If you have made less than 3 contacts with a potential new client, the new business you are seeking could be right there in front of you. See point 2 for ideas on how you could make contact.
4. Get online
93% of kiwis look for info about products and services online YET only 30% of NZ firms have a website. So if you're not online, you need to be. If you don't have a website, fill the gap with a business Facebook page until you get one. With a website, your business is open 24/7 (no matter what happens to your building)
5. Repackage your services to accommodate smaller clients, changing markets, reduced or expanded markets or to reach new areas.
If you need help or advice on planning and implementing any of the above in your business, call 03 376 6060 or email us today.
Creating your brand persona
A brand is not a logo, tagline or product name. It’s the promise of an experience. To help create that experience; think of your brand persona as a person or type of person. Is that person conservative or trendy, traditional or contemporary, professional or casual and so on? What sort of car would they drive? Is it a Mercedes or a Lexus? What about a Mini Cooper or Toyota pickup? Instinctively we know that each of these four vehicles will appeal to very different types of people.
Another way to think about your brand persona is to consider the business shirt (or blouse). What someone wears for work speaks volumes about that person. Is it conventional? Avant-garde? Informal? Professional? Conventional? Flamboyant? Fashionable or reserved? Once you discover that answer, you will be ready to create a brand persona that communicates the values, beliefs and experiences your ideal customers are seeking.
Make 2011 your best year ever
Here's 5 simple tips for your business prosperity in 2011...
TIP#1: Capture the details of EVERY SINGLE person that comes into contact with your business.
TIP #2: Build a relationship with them via networking, email, your website, newsletter and other media.
TIP #3: Ask them to buy stuff. OFTEN.
TIP #4: Develop a "Think Tank" or "Master Mind" of business owners.
There's no need to go it alone. Get a group of business owners together and meet monthly to exchange ideas on growing your businesses, discuss challenges and even barter your services back and forth. You'll leave inspired with new ideas and things to action.
TIP #5: Review your prices
Of the 4 marketing Ps; product, place, promotion and price, getting your pricing right is a major challenge. Too low and you won’t make any money. Too high and you risk getting no business. Let's face it; the cost of everything has gone up. But what about your prices? If your prices are still the same today as they were 2-3 years ago, then consider raising your prices. But it's a competitive market place I hear you say. Even small incremental increases in prices can make a real difference to your bottom line and few customers will even notice. So try it and see!
|
