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Use The Neglected Weapons In Your Marketing Arsenal Business marketers have a lot of weapons in their arsenals but they often overlook some very important ones. So, let's do a quick inventory. Lead Generation: What Is It worth? Our business environment has changed dramatically. Companies must now be disciplined and market-driven if they want to stay alive. Loan Officer Marketing - How Branding Shapes Your Prospects Perceptions Social scientists have proven that people experience what they come to expect. It's like the first time you watched your favorite movie. The Battle of Positioning -- Altruism or Paranoia? Competition in the past has embodied such beliefs of "kill or get killed" which has fostered paranoia with many individuals and companies. Our competitive thinking has been to: defend, hoard, knock off competition, defame and win at any cost. The Value of a Customer The Driver of All Marketing EffortsYou need to determine what the value of a customer is to your company. Answer the following questions:How much will the average customer spend with you per year?A = _____________If you provide quality service and products, how many years can you expect to keep a customer ?B = _____________What is your gross profit, as a percentage of revenues?C = _____________The value (V) of a customer is:V = A X B X CWe learned with our network consulting company that the average life of a customer was about 2 ½ years and the average yearly expenditure was around $10,000. Quick Postcard Design Tips TIP #1: Avoid the "Too Much Information" Syndrome I've seen many a marketing postcard that just has too much information on it. Too many words set in tiny type is an all too common problem. Fertilizer For Your Grassroots Marketing Looking for a great way to drive traffic to your business? No million dollar ad budget last time you checked? The solution may be to harness the power of grassroots marketing.Grassroots marketing is simply taking the unconventional approach to getting people interested in what you offer. The Money Making Secret of The Toll Booth Position I'm a marketing consultant and at one of my client-companies, acompany that, in less than 10 years, has gone from a $10 millionto a $100 million dollar business one of the people I work withfrequently has jokingly given herself the title, 'Vice President,Back-End.' Although that clearly opens her up to be the butt of many jokes,it does very accurately describe her very, very important area ofresponsibility, in direct marketing parlance. Linking Features & Benefits I'm sure that you've had those Eureka! moments, too. When a piece of information suddenly helped you see or understand something that hadn't been apparent before. Secrets of Trade Show Success The ropers at Annie Oakley's Real Western Dudette Ranch were all riding high in the saddle. It was just before their first ecotourism and adventure travel trade show in Chicago, and they just knew they would rope in big sales. Stay in Touch with Leads and Get More Closes How many leads have come into your business since the beginning of time that never closed? That is a salient question. Who knows how many, but I bet there are a lot. Direct Mail - Dont Assume, Just Test and Track Where to Start:Most novice marketers have definite fixed ideas about direct mail that are way off base - most often in the area of what to spend and how much to do. You should determine what you are able to spend for your marketing budget, spend it, and determine the maximum number of leads that you can create. Direct Mail Response Devices and How to Craft Them Successful direct mail packages contain three things: an attractive offer, a call to action, and a response device. The offer is the Incentive. Online Advertising Versus Traditional Media Advertising Before I compare today's online advertising with traditional media advertising I will make an analogy.If you've been on the Internet for as long as I have, you probably noticed that things have changed dramatically. There Are Benefits... And Then There Are Benefits Not all benefits are created equal. Knowing which ones to use when can make a big difference in the credibility -- and success -- of your marketing campaigns. Wise Man Marketing It's a sunny morning and you're sitting in your office. With a cup of hot coffee by your side and memories of your last holiday still fresh in your mind, even if you say so yourself, today at least, life is sweet. 5 Ways to Give Your Web Site a Big-Company Look and Feel We all DO judge a book by its cover, and the same saying goes for Web sites. I've seen many entrepreneurs offer great information on their Web pages, but compromise their image dramatically with a few amateur mistakes that can be VERY unforgiving. There's More to Marketing ROI (return on investment) Than Meets the Eye All too often people look at marketing ROI in terms of response rate: in other words, "I sent out 10,000 pieces of direct mail and only got 39 responses which is terrible." This is wrong think. How To Conduct Effective Online Surveys Although they are inexpensive and product fast results, online surveys still need to be conducted properly to be really effective. The key steps for conducting effective online surveys are:Identify your objectiveDecide what information you needDevelop a questionnaireConduct the surveyAnalyze the responsesRecommend a course of action* Identify your objectiveOnline surveys are conducted to find out the characteristics, behaviors, opinions, and knowledge of a particular population. The Power Of A Story If you want your marketing to be effective, you absolutely must connect emotionally with your prospects. And one of the best ways to do that is by telling a story.
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Comment by Gary Chaison