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November 3 tactics to ensure next sale is around the corner

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Stretch your marketing dollars further by going hyperlocal. New research suggests the majority of consumers prefer spending their hard earned dollars close to home. Learn tactics to entice your closest neighbors to come through your small business’ front door.

In this Small Business Marketing 101 Webcast, we'll explore three ways you effectively reach out to local consumers and ensure your next sale is around the corner. You'll come away with knowledge on:
• Effective touch points for these next door consumers
• How to stay top of mind in your community
• How to extend your reach beyond a 5 mile radius

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November 3 tactics to ensure next sale is around the corner

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  2. 2. Session Framework • Bryce Curry • VP of Marketing and Product • • Lora Ullerich • Digital media specialist • 2
  3. 3. Session Framework • New research that’s pro-small business • Three effective prospect touch-points. • How to stay top of mind in your community. • Ways to extend your reach. • Questions? 3
  4. 4. •Cole Information Then & Now •Published in 1947 •Blue Book •Criss-cross directory of addresses and phone numbers •Invaluable information for: •Telemarketing •Debt collection •Law enforcement •Today, web-based lead generation for small business. 4
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  7. 7. Consumer Habits • Like to shop close to home • 1.3 million consumers polled • 85% spend money within 5 miles of home • They’re drive farther for special events • Like to be mobile • 91% of adults use cell phones • 56% are smart phones Source: and Pew Internet and American Life Project 7
  8. 8. Small business can capitalize on this trend. 8
  9. 9. Hyper-Local Marketing • Shop small to support community • Consumer education focus • Plays off consumer’s needs, desires and wants • Combination of: • Traditional • Digital • Social/word of mouth 9
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  11. 11. So where do you start? 11
  12. 12. Drive Traffic to You Find new customers 12
  13. 13. The Event • Unique to your product/service • “Black” Friday/customer appreciation • Unique presentation/host • Partner with another small business for synergy. • Include a can’t-refuse offer/special for attendees only. 13
  14. 14. The Guest List • Rule of thumb: 60% of RSPV’s show up. • Invite 40% more RSVPs to ensure success. • Create a targeted list around brick and mortar. • Send a postcard out to the 5 mile radius • Cole Information provides unlimited up-to-date information. • Keep in mind: • Average age • Length of residence • home value 14
  15. 15. Up-To-Date MKGT List •45 million homeowners move each year •48 million workers switch jobs •Errors in human data entry
  16. 16. Curbside Intelligence Cole Home IQ •Fueled by GPS technology •Matches it up to industryleading database •Take immediate action •Call prospect •Tag records •Snap pictures •Take notes
  17. 17. Office Follow up
  18. 18. You Have a List… Now what?
  19. 19. Start with a Postcard • More than 50% of postcard marketing pieces are read. • Printing costs are as low as $.05 each. • Easier to address, read and keep. Source: DMA
  20. 20. Anatomy of a Postcard •Consistent branding •Consistent colors •Deadline •Logo •Call to action (Action you want them to take) •Contact information •Website and social media channels
  21. 21. The Offer 22
  22. 22. The Offer 23
  23. 23. Turn up the Radio! •92% listen to local AM/FM stations each week. •Ads on digital stations also an option. •Regular :30 commercials breaks. •Affordable market medium. •Broad prospect base and local target. •Be sure CTA is easy to remember.
  24. 24. The Event •Have outdoor signage, balloons, et. •Sign-in sheet asks for alternative contact info: •Email address •Cell phone number •Provide a presentation. •Include up-sell opportunities and shopable items. •Food and drink a must!
  25. 25. Follow-Up •Fifty percent never get called/emailed. •Takes 42 hours to follow-up. •1.63 call-back attempts. •Best practice: 6-9 call-back attempts. Source:
  26. 26. Email Marketing •Regular communication via eNewsletter. •Emphasize unique content; don’t just sell. •Optimize for smart phones •i.e.:clickable phone numbers. •Subject lines short and powerful. •Include website and social media links. •Use email marketing services and have an opt-out.
  27. 27. Subject line Tips •Use “Review,” “Update,” “Special” and “Video”. •“Free delivery” for retail & commerce stores. •Consumers love a “sale” and specific offers off. •“Save” and “buy” have a negative effect. •“Cheap” and “free” are also lower opens and click through rates. Source: 2013 Adestra Subject Line Analysis Report
  28. 28. Email Marketing Subject has urgency Food and drink Gives back 29
  29. 29. Email Marketing 30
  30. 30. Email Marketing 31
  31. 31. Extend Your Reach 32
  32. 32. Use Social Media 33
  33. 33. Use Social Media •“Daily Deal” and “Lunch Special” keywords •#hashtags 34
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  36. 36. Use Social Media • •What do local tweets say? 37
  37. 37. Geo Targeted Marketing TM Hyper-local marketing: •Location based service apps •SMS text messaging Why it’s important: • Generate buzz = More traffic = More sales • Foster customer loyalty • Brand recognition How: •Check in at local venues/hotspots •Provide your own tips/favorites
  38. 38. Be on Google + •43% of all Google searches are local •More than 50% of mobile searches are local
  39. 39. Google + •Create a Google+ Account • •Go to Maps s ew evi •Add your Rbusiness on mr sto C Googleu Maps
  40. 40. Ask/Reward Reviews Cu er tom s R ew evi s
  41. 41. Extend Your Reach Farther •Update your website. •Use social media to ask how people are using product/service around the country. •Create customer relationships by asking questions •Start a blog and reward feedback—good and bad.
  42. 42. Track & Measure – Once again, track and measure
  43. 43. 5 Action Points •Create an in-store event. •Use traditional media to direct traffic to your store. •Capture alternative contact details for unique follow-up opportunities. •Use social media to stay top of mind. •Add in a blog and use all forms of channels to get your message out and stay relevant.
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