Stop Blending IN! Creative Marketing Is AWESOME!

Banner - Marketing Tips

 

Stop Blending IN! Creative Marketing Is AWESOME![dt_divider style=”thin” /]

Hey everyone, Marcel here with a new Marketing TIPS article.   I came across some really cool little marketing gimmicky things that I thought I would share.  The entire purpose of this article is to encourage you to get creative with what you do.   Thinking outside the box and doing things different then everyone else can often have a long lasting appeal.  Creative Marketing is awesome, and always gets people talking and taking action!

 

Here is a quote that I love and fits the theme or this article!

 

“Creativity is intelligence having fun.” – Albert Einstein.

 

[dt_divider style=”thin” /]

 

Creative Example In My Town.

Although you hear about Windsor Ontario having a tough go with the economy and what now, I do feel that it has inspired and encouraged new entrepreneurs to try new things.  One creative marketing example that comes to mind is this newer place called On The Green.  It was started by 2 guys if my memory serves me right and these guys GET IT!   They have created a super cool Indoor Golf experience.  I remember one of the many great things they did was offer up a BEER Passport, they offered a number of beers from around the world and gave you this passport where they would check off the different beers you had while you toured the world with beer.  It was a great move, as you get encouraged not only to try new beers, but it also encouraged you to buy more beer.  I know every time I bring people there, it never fails!

 

Since opening they have expanded and built one of the coolest outdoor mini-put courses I have yet to see with waterfalls, pirate ships etc.. and built a really decked out Beach Volley Ball Court with a outdoor bar and more.   With these additions, they now have an even better business that appeals to all sorts of different audiences.

 

Know of any cool businesses in your area?  I would love to hear of any unique businesses or marketing ideas in your area.  Please feel free comment them bellow or shoot me an email!

 

[dt_divider style=”thin” /]

 

Re-Inventing The Business Card!

The example above is all around great marketing and great entrepreneurship.  You too can also find ways to do creative things in your business.  I can remember back in College while studying marketing, I got the opportunity to shadow a business called Peak Promotional Products, I was blown away by all the cool stuff you could get made with your logo on it!   I immediately saw how there are really no limits to what you can do!

 

Here some really neat business card ideas to give you some food for thought, great examples of creative marketing!

 

01 02 03 04 05

 

Marketing consulting with Your Go To Guy is a great way to brainstorm creative marketing ideas.  Want to get crazy?  Lets chat!

 

[dt_divider style=”thin” /]

 

If you enjoyed this article consider signing up to our V.I.P. newsletter to receive More Marketing Tips in your email as well as other great articles and promotions of interest.  You could always unsubscribe if you aren’t satisfied!

 

Thank you for reading, feedback and questions are always welcome!  We love to work with small businesses and improve their existing plans, marketing consulting is a big part of what we do when we partner with your business.   Remember, “Everyone Needs A Go To Guy”.

 

[dt_divider style=”thin” /]

 

When in doubt, bring in the SWOT Team! The Swot Analysis

Banner - Marketing Tips

 

When in doubt, bring in the SWOT Team! | The Swot Analysis[dt_divider style=”thin” /]

Hey everyone, Marcel here with the latest Marketing TIPS article.   This weeks article speaks about a great tool that should be a part of your Marketing Plan.  The S.W.O.T analysis.  What is it?  How can it be used to help your business?

 

A SWOT Analysis is a great way to evaluate your business at any given time and help put a new game plan together to bring you and your business to the next level.  Not only can this be used for your business, you can also do a SWOT Analysis on yourself!

 

Here is a great quote that I feel relates to this article, and in my opinion should be applied to your everyday life.  Enjoy the article!

 

“If you don’t like what’s being said, change the conversation.” – Don Draper.

 

[dt_divider style=”thin” /]

 

What Is a S.W.O.T. Analysis??

 

A swot analysis is a tool that can be part of a Marketing plan or used individually to help discover new opportunities or manage and eliminate threats.  It is a useful technique / tool to help you better understand your strengths and weaknesses at any given time.

 

It is made up of four parts, Strengths, Weaknesses, Opportunity and Threats.

 

A bit of Marketing Trivia, the SWOT analysis based on my research was originated by Albert S Humphrey in the 60’s, and is as useful now as it was then, maybe even more!

 

[dt_divider style=”thin” /]

 

Breaking it down! Bring in your own SWOT Team!

 

Time to get your hands dirty, and the gears turning, time to do your own SWOT analysis.  Here are some great questions to get you well on your way.  It doesn’t have to be anything fancy, just grab a few sheets of paper and get to work!

 

Strengths:

  • List all the advantages that your business may have?
  • Is there anything that you do better than your competition?
  • What do your customers see as your strengths?
  • Are there any exclusive or low-cost resources at your disposal that your competition can’t easily get?
  • What is your Unique Selling Proposition (USP)??  We have an article all about that here.
  • What is causing you to Win Sales?

I always recommend that you put yourself in your customers shoes and in your own when answering these questions.  Consider also that what you have in common with your competitors is not a strength, it is a necessity!

 

Weaknesses:

  • What can you and your business improve on?
  • What would your customers perceive or see as a weakness?
  • What are things you should be avoiding?
  • What is causing you to lose sales?

Be truthful and realistic with your weaknesses, this is not a failure by any means, it is an opportunity to fix it and get better!

 

Opportunities:

  • Are there any new trends in your industry? Name them.
  • Are there any opportunities that you haven’t yet taken advantage of?  Name them.

Consider the following when answering questions around opportunities.  Changes in technology, lifestyle changes, social patterns, new or changed government policies, local events etc…  You could also review your strengths and weaknesses for any under utilized or missed opportunities.

Lastly,

 

Threats:

  • What is your competition doing that you’re not?
  • Are there any changes in quality or expectations around your products / services?
  • What obstacles are you / should be battling?
  • Are technology changes, economic changes or any other uncontrollable factors affecting your business? Which ones and why…
  • Are you facing any financial (debt or cash-flow) problems?
  • Are any of your weaknesses jeopardizing your business?

 

By doing a SWOT analysis regularly, (monthly / quarterly / yearly) you’re putting yourself in a position of always being on top of your game.  You will have a great understanding of where your business stands, and you will have all the resources and information required to put a great action plan together to get you moving in the right direction.

 

A SWOT analysis is also a service provided by Your Go To Guy and would fall under our Marketing Consulting services.  Should you want to dive into a deeper analysis than what you see above, please feel free to set up a consultation with us.  We would be more than happy to help and get your business to the next level!

 

[dt_divider style=”thin” /]

 

If you enjoyed this article consider signing up to our V.I.P. newsletter to receive more Marketing TIPS in your email as well as other great articles and promotions of interest for your business.  You could always unsubscribe if you aren’t satisfied!

 

Thank you for reading, feedback and questions are always welcome!  We love to work with small businesses and improve their existing plans, marketing consulting is a big part of what we do when we partner with your business.  “Everyone Needs A Go To Guy”.

 

[dt_divider style=”thin” /]

 

A Super Simple Marketing Plan

Banner - Marketing Tips

 

A Super Simple Marketing Plan[dt_divider style=”thin” /]

Hey everyone, Marcel here with the latest Marketing TIPS article.   This week’s article is all about simplicity.  In fact it is my shortest article to date.  I recently came across a website (thinktank.se) which featured the world’s shortest marketing plan.   Although it isn’t perfect,  it is by far better than most plans I have seen and it really has some great questions.

 

Here is a quote that I felt suited this simple article about a simple marketing plan and its power. “Simplicity is the ultimate sophistication.” -, Leonardo Da Vinci.

 

[dt_divider style=”thin” /]

 

Building a marketing plan doesn’t have to be super complicated.   This alone is the reason why most businesses don’t have a complete marketing plan.   If you have read past Marketing TIPS articles you would know that this is much more than an advertising plan.   Please do yourself a favor and use this marketing template and reap the benefits of having a marketing plan or schedule some time with Your Go To Guy to assist you with improving or building a marketing plan.

 

Click below to download your copy.

The Worlds Shortest Marketing Plan

 

The World's Shortest Marketing Plan

 

[dt_divider style=”thin” /]

 

If you enjoyed this article consider signing up to our V.I.P. newsletter to receive Marketing TIPS in your email as well as other great articles and promotions of interest.  You could always unsubscribe if you aren’t satisfied! Thank you for reading, feedback and questions are always welcome!  We love to work with small businesses and improve their existing plans, marketing consulting is a big part of what we do when we partner with your business.  “Everyone Needs A Go To Guy”.

 

[dt_divider style=”thin” /]

 

Is Your Business Suffering From This Fatality?

Banner - Marketing Tips

 

Is Your Business Suffering From This Fatality?[dt_divider style=”thin” /]

Hey everyone, Marcel here with the latest Marketing TIPS article.   Have you ever received a really bad cold call, cold email or received terrible service somewhere?  Obviously!  I know I have, and my experience last week made me realize something very important.  It is a true Business Fatality to put your weakest assets on the front line of your business.  I will explain this in more detail below, just keep on reading!

As always I love to start with a quote, and this weeks quote I LOVE!  As they say, the proof is in the pudding… You’ve heard of Wal-Mart right?

“The goal as a company is to have customer service that is not just the best but legendary.” – Sam Walton, Founder of Wal-Mart.

 

[dt_divider style=”thin” /]

 

Business Circle Of Life

 

A business works very much like its own circle of life.  Like life there is a certain logical order to the way things should be done.  The picture below shows a very basic non detailed form of the 3 cycles to a business.  1) Develop Great Products | 2) Market & Sell Products | 3) Produce Products, then repeat.   Each of the 3 cycles are very important in their own respect.

 

Simplified Business2

 

When you’re in business you probably have a great product or service that you believe in and have researched hopefully and know that it is good.  You then move on to market & sell the product, a very crucial step as this is how you and your business makes money.  Where I get lost are cases like what happened to me this week when a company who probably had a great product had a very inexperienced sales person cold calling me, and totally ended up wasting my time, he did not know his product, he did not know what questions to ask me and the whole experience literally got me upset.  You can imagine how thrilled I am now to refer this company to anyone else after having a disastrous phone call.  Because of this experience the company did not need to produce anything.

 

[dt_divider style=”thin” /]

 

Is Your Business Part Of This Trap?

Out of all the 3 cycles in the circle, there is only 1 that makes you money!  That is Marketing and Sales.  Yet most businesses will gamble on this by cutting corners and often not doing what it takes.   You know if you had 10 products sold you would go out of your way to produce these products and deliver them because that is good service.  However you need to sell products in order to deliver & provide a good service.

 

Keep in mind that there are only 3 ways to grow a business, 1) Increase the number of customers, 2) Increase the amount they are spending, 3) Increase the amount of times they come back to buy again.   Keep this in mind as step 2 of the cycle revolves around this and there is no point in having a good product or producing it if you can’t market it and get it sold.

 

A couple of basic thoughts to keep in mind.

  • Who do your new customers come in contact with when they are just discovering you for the first time?  Is it the right person who is properly representing your business / product.
  • How easily can a potential or existing customer get the latest information about your business and its new product?
  • Do you have a process in place that keeps your customers informed and educated?
  • Are you making it as easy as possible to help your client…get information…buy??

If you have been following all these Marketing TIPS articles I am sure that you are realizing by now that there is a lot more to a marketing plan then advertising.  In business absolutely everything matters and can make a big difference to your bottom line!    Keep in my mind Your Go To Guy is here to listen and assist you.

 

[dt_divider style=”thin” /]

 

If you enjoyed this article consider signing up to our V.I.P. newsletter to receive Marketing TIPS in your email as well as other great articles and promotions of interest.  You could always unsubscribe if you aren’t satisfied!

 

Thank you for reading, feedback and questions are always welcome! We love to work with small businesses and improve their existing plans, marketing consulting is a big part of what we do when we partner with your business. Remember, “Everyone Needs A Go To Guy”.

 

[dt_divider style=”thin” /]

 

Is Your Logo…Loco?

Banner - Marketing Tips

 

Is Your Logo…Loco?[dt_divider style=”thin” /]

Hey everyone, Marcel here with a new Marketing TIPS article.   Recently I’ve come across a few articles about Logo Fails.  This really made me think about how some business people sometimes under value the importance of their logo.  How your customers recognize and identify you truly does start with your logo.  I know personally when designing the logo for Your Go To Guy, I went through quite a few different concepts before the one you see today. 

 

Although there aren’t a ton of quotes about logos lol, I did find something that I think works, unfortunately I don’t know who to give credit for this particular quote.

 

“Why fit in when you can stand out.” – Unknown.

 

[dt_divider style=”thin” /]

 

What not to do with a logo!

 

If we really think about it, as humans we tend to judge things pretty easily.  It’s not any different when it comes to your company’s logo.  By nature we are opinionated and this is either good news or bad news for you.  To prove this I will show you a few examples of some “Questionable Logo’s” and you will see for yourself how quick you are to judge and react.

 

Catholic Church’s Archdiocesan Youth Commission

This was the 1973 logo for the Catholic Church’s Archdiocesan Youth Commission. This is absolutely terrible…

1

Arlington Pediatric Center

Seriously??  How does someone ok this logo?

2

Sun Rise Sushi

LOL.. want some sushi?   Is this what they mean when they say where the Sun don’t shine??

3

A-Style

Ok this one may not be a fail because word on the street is they did intentionally create this dirty logo and it did become a marketing success.  How ever I guarantee that you did have an opinion when you saw it.

4

Vermont Maple Syrup

I could say a lot about this one, but I think Businessinsider.com has it spot on lol.

“I never quite realized just how much the state of Vermont looks like a side profile of someone’s legs and hindquarters until I saw the logo for the state’s maple syrup offerings.”   As said by Businessinsider.com

5

Mama’s Baking!

Mama is baking alright lol.

6

Kids Exchange

Don’t we teach kids how to spell and SPACE things out properly hehe.

7

The Computer Doctors

Do they only repair computers???  Looks like something sprung a leak…  Or is this a front for something else?

8

Junior Jazz Dance Classes

You only see a dancing boy & girl right??

This way may be a a little tricky to see at first, and personally would like to give credit to the creativity on this one, however when you see it, you will know what I mean.   If you don’t, try not to focus on 1 dancer, but look at what they portray together.

9

 

[dt_divider style=”thin” /]

 

What makes a great logo?

 

All humor aside, you can see that not hiring the right designer, or approving the wrong design can get people thinking different.  Although in Marketing, you want to create attention towards your business, are the examples above generating the right type of interest.   In the future I will create an article on how logo’s for some big companies have evolved over time, it is actually quite interesting.

To sum it all up here some things to consider in your next logo design.

  1. Does it properly identify your company?
  2. Does it look good in both color or black/white?
  3. Are there too many details?  Simplicity is key in a Logo!
  4. Is it unique / creative?
  5. Is it memorable?
  6. Does it look good Big & Small?
  7. Is it easy to read? (Good typography etc…)
  8. Does it stand out against your competition?
  9. Does it look trustworthy?
  10. Does it build initial trust?

 

There is nothing I love more when I hand someone new my card or something with my logo and they glance at it, put it down, then pick it back up and go, “Wow, I really like your logo!”  If you’re not sure how your logo is perceived, ask your customers.

 

Keep in mind that a logo is not something you want to be changing frequently.  If your logo “Sucks”, yes a this a very technical term lol you could look at getting it re-designed, but get it right and stick with it.

 

Here are a couple of pro tips for your consideration, if you are going to be spending money on getting a logo done, make sure that it is a “scalable” logo, which means that it is designed using a Vector based program.  The reason for this is if your needs change for publicity and you require it to be resized, it can be done no problem.   2nd tip, make sure you get a copy of your “Vector” art work and make sure you get a Transparent PNG file in multiple sizes.  There is nothing worse than getting work done and you have no logo file to give.

 

Logo design is one of our many services, and we design using a vector based software and provide you with everything you need.

 

Thanks for reading, I hope you enjoyed this article!

 

[dt_divider style=”thin” /]

 

If you enjoyed this article consider signing up to our V.I.P. newsletter to receive more Marketing TIPS in your email as well as other great articles and promotions of interest.  You could always unsubscribe if you aren’t satisfied!

 

Thank you for reading, feedback and questions are always welcome!  We love to work with small businesses and improve their existing plans, marketing consulting is a big part of what we do when we partner with your business.  Remember, “Everyone Needs A Go To Guy”.

 

[dt_divider style=”thin” /]

 

Recognizing Opportunities

Banner - Marketing Tips

 

Recognizing Opportunities[dt_divider style=”thin” /]

Hey everyone, Marcel here with a new Marketing TIPS article.  In this article I wish to share with you a story that was told to me.   Although I don’t know the history behind this story, nor do I know if it is true or not, but there definitely is a lesson.

 

Recognizing opportunities is half the battle when working your small business, acting upon them is the other.  The challenge is that we are often blinded of recognizing opportunities and even when we do see them we don’t always take action.  For example, I know a lot of people would take a complain or a bad review personally and let it “bug” them.  A slight few however, would recognize this as a constructive opportunity to correct the situation and learn to avoid it in the future, thus making them more efficient and more professional going forward while gaining the trust of an irate customer.

 

Before I share my story, I thought this quote was fitting for this article.  I believe the successful entrepreneur needs to be an optimist!

 

“A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.” – Winston Churchill.

 

[dt_divider style=”thin” /]

 

The Story!

 

A long time ago there was a shoe company who was looking to expand its client base to an under developed country.  The owner of this shoe company had 2 sons.  He decided to send his 2 sons to this country to investigate and do a bit of research in order gather some market research data.  Not a bad idea.   A few weeks later the sons returned and presented their findings.

  • Son #1: Dad, after spending some time in this country I believe it is a waste of time and resources.  It would be very difficult to market the idea of wearing shoes because NO ONE wears shoes, they probably wouldn’t entertain the idea.
  • Son #2: Dad, what an amazing opportunity we have here!!  Can you believe it, NO ONE wears shoes here, it is a perfect opportunity to educate and expand!  A true Gold Mine!

I think it is easy to see who is the pessimist, and who is the optimist in this situation.

 

[dt_divider style=”thin” /]

 

The Lesson:

 

Although the story makes it quite obvious, it’s easy to see that we all recognize opportunity differently.  I am a huge fan of “Think Tank” sessions or “Mastermind” sessions with people you can trust.  Having conversations with these people or consulting with an expert can often help open your eyes.  We all have our blinders on to a degree.  What might not seem like an opportunity to you may just be your next big break, you just couldn’t see it.

 

Are you seeing all the opportunities you have to grow your business?  Help your customers? Increase a sale?  Gain a new client? Having the right systems in play and knowing the right questions to ask are other elements to consider in your Marketing.  Networking and doing “Think Tanks” and “Mastermind” sessions can be worth its weight in gold.  What will your next opportunity be?

 

[dt_divider style=”thin” /]

 

If you enjoyed this article consider signing up to our V.I.P. newsletter to receive more Marketing TIPS in your email as well as other great articles and promotions of interest.  You could always unsubscribe if you aren’t satisfied!

 

Thank you for reading, feedback and questions are always welcome!  We love to work with small businesses and improve their existing plans, marketing consulting is a big part of what we do when we partner with your business.  Remember, “Everyone Needs A Go To Guy”.

 

[dt_divider style=”thin” /]

 

All The Ways To Grow Your Business

Banner - Marketing Tips

 

All The Ways To Grow Your Business[dt_divider style=”thin” /]

Hey everyone, Marcel here with a new Marketing TIPS article.  I always enjoy talking with business owners and learning about their successes and their struggles.   One of the questions I often ask is how many ways are there to grow a business?   I get a lot of interesting answers hehe.  Hundreds!  Thousands!  Even Millions!   To that I say wow, it must be hard to pick one lol.   That would be very intimidating!  I am always about simplifying, so below are all the ways I learned about growing a business!

 

I love quotes, so here is another one!…

“Nothing is particularly hard if you divide it into small jobs.” – Henry Ford.

 

[dt_divider style=”thin” /]

 

What If I Told You There Is Only 3 Ways!

 

Have I got you attention now??   I believe no matter what you think, it really all comes down to 3 ways to grow a business, whats even more incredible is the math when calculating growth in a business.   So here they are the 3 ways to grow a business!

 

  1. Increase the number of clients.
  2. Increase the amount your clients spend, or the average sale size.
  3. Increase the frequency of purchase, so the amount of times they buy again.

 

That’s It!!   Isn’t that much easier.  I will elaborate on some strategies that apply to each of these in future articles, so stay tuned for that.  Lets look at some numbers and see the incredible math I mentioned before.

 

[dt_divider style=”thin” /]

 

The Math Behind Growing Your Business:

 

Lets take a look at a couple of scenarios and see how they play out.

 

Scenario 1:

# of clients = 100 | Avg. Sales Amount= 100$ | # Of Visits=2 | Total Revenue of $20.000

Increase all 3 by 10% and watch what happens to the Total Revenue.

# of clients = 110 | Avg. Sales Amount= 110$ | # Of Visits=2.2 | Total Revenue of $26.620

Over 30% increase in total revenue!

 

Scenario 2:

# of clients = 100 | Avg. Sales Amount= 100$ | # Of Visits=2 | Total Revenue of $20.000

Increase all 3 by 25% and watch what happens to the Total Revenue.

# of clients = 125 | Avg. Sales Amount= 125$ | # Of Visits=2.5 | Total Revenue of $39.062,50

By only increasing each by 25%, you nearly DOUBLE your total revenue!

 

– When working on your Marketing Plan this year, which of these three will you work on?  This is the core of what I do when working with businesses.  We look at determining how can we increase one or all three of these elements in order to help grow a business.

 

[dt_divider style=”thin” /]

 

If you enjoyed this article consider signing up to our V.I.P. newsletter to receive Marketing TIPS in your email as well as other great articles and promotions of interest.  You could always unsubscribe if you aren’t satisfied!

 

Thank you for reading, feedback and questions are always welcome!  We love to work with small businesses and improve their existing plans, marketing consulting is a big part of what we do when we partner with your business.  Remember, “Everyone Needs A Go To Guy”.

 

[dt_divider style=”thin” /]

 

The Power Of Your Existing Customers

Banner - Marketing Tips

 

The Power Of Your Existing Customers[dt_divider style=”thin” /]

Hey everyone, Marcel here with a new Marketing TIPS article.  This week I want to focus on realizing the power of your existing customers!   When meeting and discussing with business owners, I often hear “we need to get new customers…”   To which I say absolutely, but what are you doing with your current customers!   It is a fact that most business owners refuse to change their ways when it comes to marketing to their existing clients.  It truly is an untapped source of potential new leads, and repeat sales etc…

 

A while back I was once told that the average person knows approximately 200 people, and on average you could connect to just about anyone around the world within 3 levels of your network…. (you know someone, who knows someone who knows someone…)

 

Before we dive in, here is a relevant quote…

 

“Networking is more about “farming” then it is about “hunting”.  It’s about cultivating relationships.” – Dr. Ivan Misner.

 

[dt_divider style=”thin” /]

 

Your customer should be seen as your greatest asset!

 

If you have invested a lot of time and financial resources to acquiring new customers, you may want to allocate some of those resources into reselling, up-selling and cross-selling to those same customers!  If you think about it, you have already paid to acquire these customers, do something about that.  Know that your relationship with your existing customers is the number one asset you could have as a business owner, though you may not realize it yet.  The hard part is done,  they found you and they bought from you… what will you do for them now?

 

[dt_divider style=”thin” /]

 

Ideas on how to secure a customer relationship:

 

  • One of the easiest ways is keeping in touch, either by phone, email, newsletter, mail etc…  You want to make your customer feel special and appreciated and that you take special interest in seeing to their needs.
  • After sale follow-up: Setup a system where you or one of your staff contact your customers several days after purchase and  see how is it going.
  • Give access to your existing and old clients a “pre-sale”, this would allow them the opportunity to purchase your sale items before the general public does.
  • Be transparent, honest and truthful!
  • Talk and get to know your customers.  Setup a system where you can get some basic information about your clients at the point of purchase.
  • Consider setting up a loyalty card, ex: buy 6 coffees, #7 is free, or every 5 visits gives you a 15% discount…
  • Setup a referral system.
  • Ask and share testimonials.

 

[dt_divider style=”thin” /]

 

This past weekend, I was in a small town, North-East of Toronto (Madoc, ON) for a Family Ice Fishing Trip, when going to small local bait shop to renew my fishing license I was absolutely amazed at how the lady handled her little shop.   She treated me not like a client but as if I was a long lost relative.  Every local client that came in, she knew exactly who they we’re, how she could help them out and would simply have a normal and friendly conversation with everyone.  My cousin took me out to this bait shop which was nearly 15-20 minutes out of the way mainly because the service is better there, and he simply likes going there more.   I even stuck around a few minutes to watch how she handled a crowd of people all needing assistance all by herself.  It was quite a site, no one was upset, everyone was smiling and laughing the whole time.  She may not know it, but we could all learn a thing or two from this lady.

 

She has this down to an art, and probably barely spends a dime on marketing, in the few minutes I was there talking, I also discovered that she gets involved in her community and even organizes events that are relevant for her existing customers ( fishing derby’s, contest ect…)

 

Obviously, the store was clean, organized, welcoming and she took advantage of some great merchandising strategies by grouping relevant products together, giving the illusion of a “package deal” even though it wasn’t.  I was even tempted to go back to see if I could buy anything else, I know I will at my next fishing trip in that area.

 

Moral of that story, is people do business with ethical people they can trust.  Without fully interviewing her, I could almost guaranty that she grew her business using exclusively her existing clients whom are repeat buyers and bring in other clients because of the amazing service and experience.

 

I could go into a lot more details and more strategies about how to use your existing clients, but I will save that for a future Marketing TIPS article.

 

[dt_divider style=”thin” /]

 

If you enjoyed this article consider signing up to our V.I.P. newsletter to receive more Marketing TIPS in your email as well as other great articles and promotions of interest.  You could always unsubscribe if you aren’t satisfied!

 

Thank you for reading, feedback and questions are always welcome!  We love to work with small businesses and improve their existing plans, marketing consulting is a big part of what we do when we partner with your business.  Remember, “Everyone Needs A Go To Guy”.

 

[dt_divider style=”thin” /]

 

Don’t Sell The It… Sell The Why

Banner - Marketing Tips

 

Don’t Sell The It… Sell The Why[dt_divider style=”thin” /]

Hey everyone, Marcel here with another great article.  This week I want to focus on how you are communicating with your clients!  This is a very important part to your marketing plan, as it speaks to the process you have in place when you are in direct communication with a potential customer.  Last week I discussed how having some type of marketing plan out performs having no plan at all, I also touched on a few ideas besides advertising that should be included in your Marketing Plan.

 

Like you, I also shop around and buy things like the everyday consumer.  Besides finding the right product that resolves my current conflict, I also analyse and look at the quality of service I received, and how the product was sold to me.   Unfortunately I am often being sold the it… instead of being sold the why, and in my personal case, I went there because I found them to be the cheapest.. No added value…  What do I mean by this?  And does your business suffer or fall in this trap?

 

Let’s start with a quote…

 

“If you listen better, you will sell more.” – Jeffery Gitomer

 

[dt_divider style=”thin” /]

 

Selling the it…

 

A friend of mine recently told me about their experience on purchasing their latest laptop.  I won’t name the store in question, but they needed a laptop that day and basically got sold “THE BEST” laptop…this is great right! For who??  the store…maybe…my friend…not really…

 

In my opinion the store did a disservice to themselves and to my friend all to gain a potential great “one time sale”…maybe…   A 30 second conversation with me made my friend realize that maybe they over paid, or even worse… bought the wrong product and now they’re second guessing the purchase.  All I said when they told me they bought a new laptop was, cool what made you pick the laptop you bought…. their response was I don’t know they told me it’s the best one, to which I said do you really need the best one?  Now my friend is second guessing the purchase and now the store in question is faced with a really bad situation… a product return, a loss of sale and most likely a customer going elsewhere to deal with someone who is actually interested in helping them choose the right product.  Typical example of selling the it…

 

As you can see, I am not a fan on how the laptop was sold, I would never advise or coach my clients to conduct business in this way.   To those of you who feel the store was right…there is a saying and I am not 100% sure who said it.. “Even a blind squirrel finds a nut sometimes…”

 

If we change the scenario slightly, I am not 100% convinced that my friend would have made the laptop purchase on that day mainly because the salesperson in question did not know what problem they needed to solve.

 

[dt_divider style=”thin” /]

 

Selling The Why…

 

You could say that there are countless reasons why people buy things, I believe it really only boils down to two problems…  a want or a need.  The problem doesn’t have to be a catastrophe… If we want to increase our over all selling we need to discover the problem no mater how big or small it is.

 

If you take urgency out of the scenario above I could almost guaranty that the store would not have sold the laptop.

 

Lets say my friend was maybe thinking they need to purchase a laptop.  Or even better is simply curious and looking at the laptops… a better approach will include asking fact finding questions such as:

  • Do you currently own a laptop or computer?
  • Have you discovered any problems with your current laptop or computer?
  • What type of activities do you do with your current laptop or computer?
  • Do you think your needs will change anytime soon?

 

By asking fact finding questions like the ones above, you will discover the true problem and will now be in a situation to help your customer and become a value to them.  This is the Real Win!  Maybe today you didn’t sell them a laptop, maybe instead you discovered that a tablet is a better fit, or you saved them money by offering them a repair or a laptop maintenance service because what they have is still adequate to fit their needs.

 

By doing this, who will they most likely go to next time they really need a laptop… who will they say to go see when someone they know may need to buy a laptop…  This is good marketing my friends!  This is how you build a business, by helping your customers by selling the why…  not the it…

 

[dt_divider style=”thin” /]

 

Why sell the why?

 

It should obvious that this way of communicating you are now educating and not selling your clients, you are helping them and yourself discover the true buying motives.  You are now in a position to sell them right product or service and you will see more times then not you will be in a position to justify other products and services that compliment the first purchase and increase that particular sale.  Best of all the client will feel happy about doing it!

 

If you recall in my unique selling proposition post, I mentioned the deeper buying motives about your product or service in order to discover how you those facts can improve and create your Unique Selling Proposition…  They also help you with better serving your customer for each individual transaction.  Here it is again…

 

You don’t go to Home Depot to buy a drill from Jay Abraham.  ”You don’t ever go to Home Depot to buy a drill.  You go to Home Depot to buy a tool to make a hole… so you can run a wire through your wall, so you can hang your brand new plasma, so you can enjoy watching movies with your family in HD, so your spouse won’t constantly be annoyed by a bunch of ugly cable visible everywhere in the living room…etc…) 

 

These are all facts that you can use to build the perfect solution that is tailored 100% to your customers wants/needs.

 

[dt_divider style=”thin” /]

 

If you enjoyed this article consider signing up to our V.I.P. newsletter to receive more Marketing TIPS in your email as well as other great articles and promotions of interest.  You could always unsubscribe if you aren’t satisfied!

 

Thank you for reading, feedback and questions are always welcome!  We love to work with small businesses and improve their existing plans, marketing consulting is a big part of what we do when we partner with your business.  Remember, “Everyone Needs A Go To Guy”.

 

[dt_divider style=”thin” /]

 

The Best Plan Is To Have A Marketing Plan!

Banner - Marketing Tips

 

The Best Plan Is To Have A Marketing Plan![dt_divider style=”thin” /]

Hey everyone, Marcel here with another great article. This week I want to stress the importance of actually having a Marketing Plan and some key components you may not have thought about including in yours!  Last week I expanded a bit on creating or solidifying your unique selling proposition, and how many business owners often didn’t have a solid answer on this.

 

Being early in the year, I am sitting down with some of my existing clients, and some new ones and talking about what they want to accomplish this year with their marketing…and I have quickly realized that for the most part “winging it” or taking a “day by day approach” and even… hoping that things will work out “ok”  is apparently a plan…  its scary… its the truth… and I am at a loss for words right now…  Lets see if I can shed some light on some things you should consider doing with your Marketing Plan.

 

But first, lets start with a quote…

 

“Most people don’t plan to fail; they fail to plan.”. – John L. Beckley

 

[dt_divider style=”thin” /]

 

Some basic tips to improve your marketing plan.

 

We know now that Marketing is all the activities that contribute to building ongoing & profitable relationships with your customers.   At its very basic form, your short term plan should include a plan to “make sales”, maintain your existing client base and establishing “new connections”.   Your long-term plan at its core should include elements on becoming increasingly more valuable in the eyes of your customers and prospects.

 

What we often fail to do is put a plan in play that will help us improve our effectiveness at reaching out to our customers and target prospects.  This is very important when creating your marketing plan.  As we want to discover over time the perfect formula, or the perfect plan that works so that we can repeat and improve!

 

Now I do not want you to get confused, an advertising plan or campaign is not a full marketing plan.  It is but a component of one.  Advertising aside, here are some more ideas to help create a stronger marketing plan.

 

Here are five basic ideas that you may want to consider adding to your marketing plan:

 

Increase your knowledge about your customer base.

  • When you understand how your customers thinks and what they like, you may discover better ways to reach out to them and increase sales.   You know the saying “Ask and you shall receive?”  You need to be asking your customers the right questions.  This starts by communicating with them.  What would you like to learn about your customers this year… this quarter??  How will you get that information?  What will you do with this information!

– Fill The Awareness Gap…

  • Do prospective customers even know that you exist?  What percentage of them?  Do your customers truly know about ALL your products and services?  How informed are you and your staff about your products & services?  Is your message clear and concise?   What could you do to decrease all or specific awareness gaps in your business?

-Narrowing & Focusing On Your True “Target” Customer.

  • This one is truly important, your target customer is the person who you had in mind when you created and designed your product or service.   Are you truly sticking to this plan?  Or are you trying to reach everyone and anyone…    Maybe in your next plan we go back to basics and stick to what is true and learn how we can become more effective at reaching out to them and catering to their needs..

Identifying & Playing Up Your Strengths…

  • What do you already do very well for your customers?   ask yourself and answer…. my product or service is special because…???  Why have your customers been attracted to you in the past?  Are you always asking for a referral or a testimonial to every satisfied customer… do you have  customer loyalty program in play?  Are you using all these elements in your current advertising?

– Improve on your weaknesses…

  • Improving on your businesses weaknesses, or discovering an industry wide weakness and improving on it can truly be a game changer!
  • Discover & Analyse what is working, what has worked, what is not & what hasn’t… We don’t want to repeat any mistakes again right??
  • Are you building up a database of dissatisfied clients and why they are dissatisfied…  Have you tried “everything” to resolve the situation?  What can you do better?  Remember a dissatisfied customer is an opportunity to learn and improve!

 

[dt_divider style=”thin” /]

 

These are but a few examples of the many things you could / should be doing in your marketing plan in order to design “Smarter” and more effective advertising campaign that will decrease your customer acquisition cost, and increase your return on investment (ROI) over time.  If we don’t have anything in play that helps us make smarter decisions it becomes very difficult to increase our business as we are always guessing and not improving / dominating our potential market.

 

[dt_divider style=”thin” /]

 

If you enjoyed this article consider signing up to our V.I.P. newsletter to receive more Marketing TIPS in your email as well as other great articles and promotions of interest.  You could always unsubscribe if you aren’t satisfied!

 

Thank you for reading, feedback and questions are always welcome!  We love to work with small businesses and improve their existing plans, marketing consulting is a big part of what we do when we partner with your business.   Remember, “Everyone Needs A Go To Guy”.

 

[dt_divider style=”thin” /]