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![]() Making the Most of your Marketing
Hope is on the way. This article will clear up much confusion or misconceptions you may have had regarding marketing your company. We will outline some basic areas of marketing and give ready-to-use tips that will help you to market your company without taking you away from those all-important fires.
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Analyzing marketing opportunities and issues
Let’s begin with how to retain existing clients. Keeping your customers is a lot like dating or building friendships. You first have to be a friend before you can have a friend. In other words, establish the foundation for the relationship first. Let’s say a customer comes to you and buys a product or service. You didn’t even have to sell them; they just walked in and ordered. What do you do next?
The smart players will first offer some other products and services that go along with the one they just purchased. Fast food restaurants have this down to a science. “Would you like to add French fries and coke with that burger?” You can do the same: “We can also install this banner at your store for you” or “We can install the electric for this channel letter as well if you like” or “How about some vinyl accessories to go along with your order?” You get the picture.
After the sale, be sure to contact the customer in a few days (because you did get their contact information before they left) and ask if they are satisfied with the product or service. At the same time, ask them if they are aware that you now offer: new colors, new service, installation, etc. You fill in the blank. Also, be sure to ask them questions that will help you learn what their needs are. Remember they are more interested in you being interested in them than in what you have to sell at this point. Learn their needs and then fill those needs.
Your existing customers are cheaper to keep than trying to establish new relationships. Most people are not going to look just for the least expensive products/services. They will come back again for good customer service and will be yours for life for great customer service. Remember to treat them like you would your first girlfriend/boyfriend and show your best side. Be polite. Thank them for their business, their time, and for even considering you and your business.
Mediums and methods
Some of the basics that still work in some areas are:
Printed advertisements
Be sure to know the audience you are reaching before paying out big money to place the ads. Some ads in the newspaper and phone book can run up to $1,500 and more. Maybe only 5% is the audience you want to reach. Know who is reading your ad before placing it.
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Trade magazines work well if the audiences you are trying to reach are also sign professionals or people who are interested in your sign products/services. One of the main arguments against traditional trade magazines is that you are not sure how many readers see your ad. If your advertisement is on page 78 and the reader only wants to read the articles up to page 60, then your expensive ad is not getting the exposure you hoped for. Some of the online magazines work well because they offer a market where the readers are a “captured” targeted audience. They are the ones you want to see your ad and they do nearly every time they go to that site.
Direct mail and press releases If you are considering purchasing a list to send your ads to, be sure that you qualify the list. Ask how the list was obtained and a description of the demographics of the recipients. You don’t want the ad campaign to backfire on you by sending unwanted mail or email that will only upset the person receiving it. Press releases offer a medium for advertising that is far-reaching and sometimes free. Every good marketing person knows the value of a well-written press release. Submitted to the write publication, press releases provide a way to tell about your company and what you have to offer without spending a fortune. A press release provides information for the reader about your company. The information includes hiring and promotions of personnel, relocation or opening of new offices, new product release and much more. Press releases are basically advertisements without the price. Most magazines will publish your press release for either free or for a small processing fee and some require that you already be a sponsor to submit press releases. Check out your local newspaper as well as trade magazines to find out where you can begin submitting press releases and make an effort to send out one at least once per quarter.
Sponsorships A quick and inexpensive way to become a sponsor locally is to contact an organization and let them know you are looking to sponsor their upcoming event. Barter out your product/services for free advertising. Most civic and charitable organizations would love to begin this type of relationship.
Television and radio Several signs traded for the marketing value of airtime on the radio or television is a great deal for you. I suggest creating a sign for the station before meeting with them to show them what you have to offer. A simple visual mock-up of what you can create will go much further in your negotiation than a verbal description.
Marketing strategy Know your market place as well as industry trends. One way to keep up with this is to read trade magazines, join sign associations and keep in touch with others in the industry. If you want to know where you would like your company to go and how you want to get it there, you will need to stay informed. This means reading daily and picking the minds of other sign professionals. Learn how others are marketing their companies’ and what works and what doesn’t. Armed with the information of how you would like to market your company, put it in writing. Along with your business plan, which should also already be in written form, review the two together and make sure that they are in sync. You want to align your marketing plan with your goals. Next, determine a marketing budget. Put in writing how much you want to spend on marketing per month. Stick to your plan and make sure you use the funds allotted each month. You may feel the need to cut back when business picks up, but remember there will be times when you wished you had continued marketing. The Coca-Cola Company spends millions on advertising. We all know the name and what the product is. Why do they continue to spend so much on advertising? That is the point. We know the name precisely because of their commitment to branding the Coca-Cola name. Set realistic marketing objectives. The Coca-Cola Company used to have their name painted on the sides of barns. Practically everywhere there was a barn, Coca-Cola had their name painted on the side of it. Can you imagine what would happen if they had continued with that strategy? The company changes marketing strategy almost daily. You want to do the same. Change your marketing to fit your needs and know, or at least anticipate what your results should be from your efforts.
Your best marketing tool is your reputation Marketing is more than just advertising. It is also how your company is portrayed over the phone as well as in person and perceived by the customer. Every aspect of your business, every element is an extension of it. From the first impression to the delivery of the product/service, there is an opportunity to bring the customer back or run them away. Begin today under-promising and over-delivering. Let your “yes” be “yes” and your “no” be “no” and a large percentage of your marketing will take care of itself. Take a little time to accomplish these steps today and you will free up more time to take care of your other priorities without worrying about finding time to market.
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