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Set your sales on fire without extravagant spending by following these red-hot marketing tips
“In all things, success depends upon previous preparation. And without such preparation, there is sure to be failure.” – Confucius
Confucius could have had a flourishing business by following his own advice. Not only can preparation lead to success, but it also can help you do so without spending a lot of money. After all, with careful planning, you can achieve sizzling sales without the need for expensive advertising or marketing promotions.
Be smarter than the competition
In today’s ever-changing business climate, just keeping up with the competition isn’t enough. You have to outthink, outsmart and outdo them. How? By getting to know what they do and how they do it.
Find out your competition’s strengths and weaknesses and what products and services they offer. If the shop down the road sells gift baskets, offer more choices than they do—or better products. If the competition opens at 9 a.m. and closes at 5 p.m., consider opening earlier or closing later.
Look for ways to make it easier for customers to do business with you. The slightest increase in customer convenience will yield larger and even more frequent purchases. Plus, providing the products and services they want will keep them coming back.
Reward repeat customers
Design a customer-appreciation program to recognize customers who repeatedly purchase from you or who refer others to your business. Send them thank-you notes or small bouquets. Thank them in your company newsletter. Pick up the phone to thank them, then offer a special discount for their loyalty during your conversation.
One day a long-time customer came into my shop, Eden Florist & Gift Baskets, to purchase flowers. When I thanked him for doing business with us, he said, “I buy so many flowers here, I should get frequent-flower miles.” He was right! In fact, soon after his visit, we began creating a computer-generated Frequent flower petals card for that very purpose. The card rewarded customers with a free bouquet after they purchased 12 $25-minimum-price floral arrangements.
To more easily track customer purchases, our computer records each transaction. Thus, if a customer orders by phone, we still can track the number of purchases. When that person reaches 12, the employee taking the order asks the customer to whom they’d like to send their “free” bouquet. It’s not unusual for customers to send the arrangement to themselves.
If they choose this option, don’t forget to enclose a card thanking them for their business. Customers who appreciate your gesture are likely to recommend your business to family, friends and business associates.
Practice ‘rainmaking’
Rainmakers are people who connect other people through referrals, whether it is friend-to-friend or business-to-business. Referrals are the easiest and least expensive way to make your business grow. Start by instilling a referral mindset into your friends and customers. People don’t necessarily know you want more business unless you tell them. And even though your friends may buy from you, they may not think to tell their friends and family.
Though one of my greatest sources of referrals today is my friends, that wasn’t always the case. In the past, I had one or two friends who constantly sent business my way. However, the majority of my close acquaintances did not. One day, I mentioned this to a friend. Her reply, “I didn’t know you wanted more business.” She is now one of my best references.
Some people are hesitant to ask friends for referrals. Why? If you believe in your product and have a passion for your business, it’s a simple request. After all, friends want friends to succeed. And, if they know they have contributed to your success, it makes them feel good about themselves.
If you feel uncomfortable about tooting your own horn, consider the idea from the perspective of finding a great restaurant. After having a wonderful meal, most people are eager to share the experience by telling their family and friends about it. Flowers and food are both emotional purchases—purchases generally made with the heart, not the brain. When you want to eat out, you go to one of your favorite spots, or you try a new place that offers your favorite dish. The same applies to flowers. People go where they know they can find the products they want or people who understand their needs.
Based on emotion alone, referring your business will be easy for your friends and family. And, when the referrals come in, don’t forget to thank the friends and family who made the suggestions. Send them notes and a product sample. Make sure your thank-yous reflect your appreciation for the extra business. An added bonus to this technique is that you’ll surprise people when you thank them, putting you at the top of their minds when the opportunity to make a referral happens again.
Follow-up and follow-through
One of the surest ways to keep customers is to follow up after a purchase. Follow-up accomplishes two important things: It helps you find out whether the customer was satisfied, and it gives you the opportunity to build a positive relationship with that person.
Happy customers may tell as many as three people about their positive experience at your business. This may not seem like it can have much of an impact. But when you compare it to the number of people who will hear about a customer’s unhappy experience—typically estimated as eight to 10—then the number of those passing on their positive experience becomes that much more important.
Besides, if you don’t follow up with a customer, you may never even know he or she had a negative experience. Those people will simply take their business elsewhere. Taking the time to inquire about a purchase after the fact shows your customers you care about their business. It also helps build a lasting relationship with your customers. Not only that, but when you resolve a complaint favorably, you’re likely to increase the chance that the customer will refer you to others.
If your shop is too busy to follow up with every customer after the sale—then at least do some random sampling of your customers. Although a random sample may be less accurate, it will nevertheless provide you with an idea of how a portion of your customers views your business.
To make the task easier, call two or three customers/recipients each day. You’ll impress the recipients, who will want to do business with you, and both the sender and the recipient will know you care. In fact, on more than one occasion when an employee at Eden Florist has called a sender or recipient, that person has ordered an arrangement during the thank-you phone call. So your efforts can certainly pay off.
And don’t forget to follow through on anything you promise you’ll do for a customer. Make it a habit to deliver. When you do, your customers will trust and respect you. And your sales will sizzle!
For more tips like these check out Rose Marketing on a Daisy Budget: How to Grow Your Business Without Spending a Fortune by Heidi Richards Mooney
July 25th, 2009
Although today is March 21 some say the first day of spring begins today. Depending on where in the world you are. However, Yesterday, March 20th, the first day of spring officially began in the US. Spring is the season of flowers, spring fever, outdoor celebrations and more. Spring is usually when flowers bloom, animals are hatched or mating begins. The first day of spring is also known as the vernal equinox (Equinox means “equal night”) – the time of year that symbolizes the change to spring. With the center of the sun positioned right over the equator, the day and night are about equal in length around the world. (Equinox means “equal night”.) From now until September, there will be longer and warmer days in the Northern Hemisphere.
Here’s Some Spring Trivia:
The ancient Greeks celebrated Mother’s Day in spring. The ancient Greeks celebrated Rhea, “Mother of the Gods,” with honey-cakes, beverages, and flowers at dawn–the earliest known Mother’s Day celebration.
Four-leaf clovers are thought to bring good luck, but there’s no scientific evidence to support that claim. Cut out some green four leaf clovers (or buy them at a specialty store such as Michaels crafts) and put “lucky sayings” on them. Include them in your business correspondence and statements.
The area along the California-Oregon border, is known as the “Easter Lily Capital of the World” because it produces 95 percent of all bulbs grown in the world for the potted Easter lily market. They produce more than 11 million bulbs annually. Send your best customers an Easter Lily or other spring flowering plant.
Did you know “Spring Fever” is a real physical condition which commonly occurs when a sudden warm spell follows a long cold period. When the temperature rises, the body has to get rid of heat; thus there’s a dilation or expansion of the blood vessels so that blood can be carried to the body surface where heat can be lost quickly. Some people experience an energetic feeling when this change happens due to the body’s reaction to the great amount of internal work going on.
Big companies recognize the benefits of marketing SPRING to their target audience with spring sales, spring promotions, longer hours and more. What could your business do to acknowledge the first day of Spring? How about a Spring Fever sale? Or a Company picnic inviting your customers to attend.
Or maybe a spring cleaning tie in with a local charity or school? Sponsor a car wash and get out there and work side-by-side with a local youth group, sports team or other non-profit organization.
If you have not yet listed your business in Merchant Circle, Spring is the perfect time to do so. http://www.merchantcircle.com/corporate/sponsoredListing.html.
While you’re at it find out what’s happening in the world of Business when you check out Business Week online. http://www.businessweek.com/
For other ideas to market your company, check out Quirky Marketing, 365 Ways to Promote Your Business Using Zany and Non-traditional Holidays at www.QuirkyOffer.com
March 21st, 2009
Did you know that on this date in history commercial FM broadcasting began in hte US. when station W47NV in Nashville, TN started operations on this day in 1941? W47NV was the first commercial FM radio station to receive a license, some 20 years after its AM radio counterpart, KDKA in Pittsburgh. In case you didn’t know, FM stands for ‘frequency modulation’ AM stands for ‘amplitude modulation’.
What you also may not know is that In the beginning, FM radio primarily aired elevator music. It later became a primary source for educational programming; featuring classical music, opera and jazz.
Today, more than 80 percent of radio listeners in the United States listen to FM channels.
Do you have ties with the local radio stations? Have you developed media connections or professional working relationships with them? If not, why not start now. Google the stations you would love to have your company mentioned on, and find out who are the “powers that be.” Find ways to become a resource for radio personalities. If they blog, follow them, comment on their blogs and get to know them. Send them a note, offer your professional services (for free) and just see what happens. Since most FM stations play music as opposed to being talk shows, see if you could offer your products to them during major promotions such as Mother’s Day, Saint Patricks Day… and more.
One year a local music station hosted a Tulips and Heineken contest during the month of April in celebration of Springtime. They gave away a dozen tulips and a case of Heinekin to several listeners. My shop provided the tulips (free of charge) and got some great publicity for it.
Also on this date:
In 1961, President John F. Kennedy establishes the Peace Corp. Albert Berry makes the first parachute jump from a moving plane (1912), yellowstone National Park opened as the world’s first National Park, K-Mart opens its doors for the first time (1962) and Bank of America names their credit card VISA.
On March 1st, 1954 world renouned director (and child actor) Ron Howard was born.
March 1st, 2009
December 1st is Cyber Monday ~ Cyber Monday refers to the Monday immediately following Black Friday, the ceremonial kick-off of the holiday online shopping season in the United States that falls between Thanksgiving Day and Christmas. “Cyber Monday” is meant to encourage consumers to make purchases online they could not make during the previous weekend which started with Black Friday. Cyber Monday sponsored by the National Retail Federation‘s Shop.org division, has evolved into a significant marketing event,in which online retailers offer low prices and promotions. (Source: Wikipedia)
In recognition of Cyber Monday, I too have some “special offers” for my readers. They include:
Grow Your Business Audio Program on sale for only $39.95!
Sign up for How to Grow Your Million Dollar Business? Audio program, based upon the Summit which took place September 18-20 and 23rd is available at $97 now only $39.95. The complete audio program now includes 20 interviews, a 90+ page workbook and several bonuses. And over the next few weeks we will also be offering additional sessions on “Attracting Million-dollar clients,” “How to get Million-dollar Publicity” and more. You don’t want to miss these. Here’s what one person had to say about these sessions:- Heidi I was blown away by the huge names that you managed to gather together on the one teleseminar series. Just one of these speakers would have made the entry price a great deal. I have learned so much from these speakers (and how wonderful is it that most of them are female!) I feel that they have opened my eyes to a big new world and I am implementing right now some of the suggestions that I heard. Very inspiring! Now what shall I spend my first million on…? Katherine Reschke, Business and Mindset Coach ~ http://www.passionsthatpay.com
To get your copy of this program and attend the upcoming interviews go to www.GrowaMillionDollarBusiness.com today. Unadvertised BONUS: Purchase this audio program and you will also receive a complete set of your choice of one of our other popular audio programs. Visit: www.WomensSuccessSeries.com for more information
MOVING SALE ~ I have a few copies of Life Compass for Women available – Now thru December 30th, You can get an autographed copy for $4.95 (plus shipping) ~ Regular price is $14.95. This Indispensable Guidebook on Life Management for Busy Women features 16 of the top experts on Life Balance and Management Strategies. Every copy you buy, I will also include a copy of her “What’s Your OccuPlaytion” Motivational Book (value $6.95). This little book makes a great stocking. Need several copies?
Send a message to Heidi@speakingwithspirit.com with Life Management book in subject line. And you will get and additional 25% off four or more copies. For more information and to grab your copy ~ Visit: http://speakingwithspirit.com/books/life-compass-for-women/ (FYI we are moving our offices January 1st and won’t have the space to store them.
December 1st, 2008
In a recent issue of Successful Promotions Magazine, Indra Gardiner COO and founder of Bailey Bardiner, a branding strategy firm in San Diego gave the following tips:
Match the product to the promotion. If you sell insurance, you probably wouldn’t want to give away a pooper scooper (unless the theme tied into it).
- Create a lasting impression with multiple items – using multiple promotional items will appeal to a greater number of people and is more likely to be picked up and reuse. If you were promoting sunshine, a visor AND sunscreen would be go well together.
- When choosing a tagline, be positive – focus on a message that creates a positive lasting impression.
- Increase the reach of your promotions by going where the people are in mass.
- Qualify your prospects on the spot. For instance if you are working a trade show, it is much better to know if the prospect is likely your target audience when speaking to them than spending time and money following up after the show only to find out they would never be a customer.
- Try a coupon campaign to get them in the door.
- Start a blog. Health professionals love Mom Blogs and other blogs with a strong voice. They cater to them and refer to them, support them and sponsor them.
- Create a new campaign for each season – for instance Winter is approaching so something to do with the season is in line with what the consumer expects. You could also do something they don’t expect like they are doing in Hollywood, Florida during Ocean Days. Create your own beach themed office party complete with beach blanket, seashells, beach balls, sunglasses and more. Include a little Beach Boys music and you’ve got your own version of Beach-blanket Bingo. Invite customers and clients to attend and hand out themed give-aways such as those listed above.
You can read the current issue here: http://www.asicentral.com/asp/open/news/successfulpromotions/Oct08/index.asp
October 16th, 2008
Excerpt from Promoting Your Business on the WEB Special Report.
Give something away… such as a book, tips, special report, white paper, free membership. You do this to build credibility and also to give people an idea of the quality of offers you also have to sell. Give-aways build word-of-mouth and drive traffic to your site and ultimately build sales. You can partner with others to increase your database by giving something away on their sites and in their promotions (see Cross Promote below for more ideas). 1000 Great Giveaways is a good example of promoting your products and or services on another site. Check out an ebook I wrote called “Your Marketing Calendar 2008” to see how we capture the leads.
Include Your Website URL on Everything; on stationery, cards, your vehicles and other printed material you distribute to your prospects and customers. Make the best use of your signature with your name, Web Site Address(es) your Company Slogan, Additional Information and a give-away.
Want more ideas to promote your business on the WEB? Get a FREE copy of the 8-page Special Report Promoting Your Business on the WEB TODAY!
October 11th, 2008
Wear Your Company on Your sleeve – or chest or purse or back…. Logo wear is coming back in style and if you are proud of your company wear it! You never know when you will be in the supermarket and someone will strike up a conversation and ask you about it. I have found my Shaklee distributor, my Mary Kay distributor, my dentist and my dog groomer this way….. Think of McDonalds – it is no accident that everyone in the company wears McDonalds attire. Its branding – brand recognition is especially important in a down economy because you want people to remember your name. I have had it happen over and over again where people have met me and forgotten the name of my company. So they called someone else. Don’t let that happen to you.
In one of my groups we have a person who sells promotional items – I will never forget her name or her company ~ Promo Girl because she wears her name on her sweater which is part of her 50’s attire – poodle skirt and all! When I need promotional items she is the first person to come to mind.
Take a class – something you enjoy and where you meet new people. When I took ballroom dancing a few years ago the instructor and every one in the class became a customer of mine. Many still are. My daughter and I also took golf lessons for a season. Many of those students (and the teacher) are also customers of mine. Try belly dancing, motorcycle riding, reading groups, golf lessons, community college courses, etc. Find something that interests you and where you can also meet potential clients.
Cross promote – Recently a New baby store sent a letter announcing their grand opening. We contacted them and now we are trading ad space in each others ezine and handing out one another’s flyers, brochures and promotions.
October 2nd, 2008
“Character is like a tree and reputation like its shadow. The shadow is what we think of it; the tree is the real thing.” Abraham Lincoln
CUSTOMIZE IT – If your state or country only requires you to have one official license plate, you can create a plastic license plate with your company name on it. If that isn’t possible, then buy customized license plate holders with your company name and URL around.
CD IT! - How about creating a CD brochure to give away when you attend networking events. In fact, the mini CD is very effective and most people will keep it to look at later.
GIVE IT AWAY – Donate prizes/services to a local radio station for their on-air contests and promotions.
For those that love useless trivia (like me)… Whose face launched the milk mustache campaign 10 + years ago?
Answer to Market Trivia: Naomi Campbell.
August 20th, 2008
Event marketing has been a mainstay of B2C marketing – in 2006 marketers spent an estimated $14 billion and 2007 projections close to 17 billion according to the Jack Meyers Media Report. According to TBA Global and Event Marketer Magazine 89.2 percent of those sureveyd responded that they are seeing more value from their current event portfolios than they did just 3 short years ago. 36.5 of the respondents said that experiential marketing is the most effective for developing a bond between company and customer coming out ahead of advertising, DM, sales promotions, online and PR. Beyond the traditional trade show, however, B2B marketing is experienceing an upswing in event marketing. MTV Networks is an example, taking their show on the road to chief marketing officers and decision makers.
Here are 3 examples of companies who have successfully used Event Marketing to promote their companies.
9 lives is worked its way through a 34 city tour with Morris the CAT at animal shelters. The company’s goal is to meet its most valuable customers at the shelters and also to drive a million new cat adoptions.
The Chrysler Aspen SUV marketing team enlisted younger active customers where they live, work and play. Adopting Sudoku, (the oriental crossword puzzle game) to the great outdoors, the company fashioned a supersize sudoku puzzle out of 36,000 pounds of snow and ice. The puzzle was solved in 4 minutes and 26 seconds by a group from the University of PA swim team. The grand prize was a trip to Aspen, CO – the Aspen SUV was their transportation during their stay.
(Another American Idol?) Guitar Center launched a “king of the blues” competition in each of its 199 registration stores. Winners advance through, store, district and regional elimination rounds before reaching the grand finals which took place in June, 2008.
What kind of event could you create to market your small business and get big exposure?
August 17th, 2008
“Cause-related marketing can help you stand out from the competition in a way that portrays your business as a compassionate, likeable and giving company to do business with.”
I am an avid reader of a very diverse collection of business, professional and lifestyle magazines. Among them is ”Successful Promotions Magazine” – a one of a kind promotional products magazine that helps distributors retain their top accounts and grow their business. Very close to my own mission which is to help your business grow and blossom into a thriving, positive enterprise.
One of my favorite marketing strategies is Cause-related Marketing. I find it both productive and rewarding both for my clients and for the organizations they support. In a recent issue of Successful Promotions the one article that really caught my eye was “NYSC Gives Grand Central a Spin.” It described a 24 hour Spin-a-thon called Saints and Spinners. The event was co-sponsored by NY Sports Club and Snapple.
During the event, 1,800 participants pedalled their stationary bikes to rais money for Health Corps, an organization dedicated to fighting teen obesity. They raised $250,000 for the cause which is not bad for a days work and the marketing perk is that the sponsors garnered likely more than a million dollars in media attention!
It got me thinking about what types of causes my clients (and my little marketing firm) could also align themselves with to co-produce an event in our own communities?
And that’s the first step. To find the right CAUSE. And most importantly one you are passionate about.
By choosing the right cause, for the right reasons at the right time, your business will gain visibility, increase sales, build loyalty and get positive media coverage. And when you choose a cause you are passionate about you will find rewards beyond the monetary kind, it will charge you emotionally and spiritually.
For more incentive and promotion ideas, go to Successful Promotions Magazine and subscribe.
July 25th, 2008
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