Cost effective lead generation for tough times

Adrian Marksenjoy!

Out market, out manoeuvre and outsell your competition with Assertive Local Marketing…

5 Success Principles for low cost / no budget marketing

1. Understand Value v Price2. Focus on the majority3. Utilise the power of leverage4. Always, always use incentives5. Invest in a ‘Plug’

How marketing messages are perceived by and effect the potential buyer

What motivates people to respond to marketing messages?

Because they need it or think they need it

Because they want it or think they want it

The true meaning of Value

3. People do not buy primarily on facilities, product or on price – these are simply criteria and are susceptible to change

1. People buy wants and needs and think emotively but will utilise logic during justification – who owns a pair of jeans? – eternity?

2. Everything is worthless without Value and value is purely relative to perception - pen watch car

During a recession the only way to sell is to increase value

RULE 1: All that glitters can be sold…

Focus on the majority

RULE 2

‘Never spend time with a man with a giraffe…’

Leverage

RULE 3

‘In a tug of war side with the fat people…’

Increase the frequency of purchase

What products can you add and sell to your existing members… if the shoe fits

Use special inducements – frequent flyers!

Up sell and cross sell -- Point of sale promotion with every

sale – ever bought any shoes?…

Use host beneficiary relationships

Increase the frequency of purchase

Package complimentary products together add 50% to your fees overnight!

Standard membership £31 74%

Platinum Membership Includes free guests) £42 26%

And a quick bit of scientific babble

Standard membership £31 47%

Platinum Membership Includes free guests) £42 0%

Platinum plus a monthly squirrel manual £42 53%

Raise your prices

Offer larger units of purchaseEveryone in the room put your hands up…

Low Cost Promotional Strategies

there are only 3:add / take away / share

RULE 4:

Free chocolate will always outsell half price donuts…

Read all about it…. It’s official

Increase number of members

Worst ROI:

Advertising

Best ROI:

CRM PR E-marketing Referrals community investment

Get Congruent or die trying…

Increase number of members

The power of FREE

‘Why a free dwarf is better than two half priced midgets’

And bit more scientific babble

Product A – 5 star chocolate 17p 77%

Product A – store’s own 1p 33%

Product A – 5 star chocolate 16p 18%

Product A – store’s own FREE 82%

Woman are primary purchasers or the catalyst purchaser of…

Pretty much everything!!

79% of health club memberships

Homes (74%) Cars (79%), holidays (87%), computers (88%) and last year…

How many Clubs are designed by woman!?

Bonus point HUGE! Use more women…

Telemarketing… pick up the bloody phone!

Hold special events, evenings & weekends

Send out a monthly newsletterif you can’t afford paper…think digital…

Increase customer retention

Run a habit forming 8 week StartSmart programme – give it a huge value and then give it away for free

Guarantee Results!

Increase customer retention

No 1 reason for joining a gym is?

Introduce a weight loss programme

GO DIGITAL TODAY… programme…

Utilise data capture on a Sales Website to turn suspects into prospects

Build email opt-in subscriber lists for customers, new leads, ex customers etc

Set up auto–response systems for strategic marketing

Create & utilise email marketing MONTHLY

Get yourself listed on some online directories

And the loop starts again..,.Test Pay per Click… programme…

RULE 5

‘Never buy a bath without a plug…

Clubs with sales trained people sell 50% more memberships than those that haven’t

Well we’ve got to draw the line somewhere... ___________________________________________

a.marks@enjoymarketing,.co.uk