Increase your sales with 1 to 1 marketing

IGNITING THE FIRE

Reg Gupton, MBA, CRSCreative Growth [email protected] http://www.growthseminars.com303.544.0340 office303.544.0358 fax

Harness the Power of 1-to-1 Marketing

My job is to reduce your stress and increase your profits and your free time!

© Creative Growth Seminars, [email protected], 303.544.0340, businesssuccessvideos.com

It all starts here!!


Your Written Marketing Plan

• Targeted• Continuous• Deliberate process (strategic)• Repetitive• Test, measure responses, adjust• Send again• Part of your marketing mix.


Ways to get new business

• Advertising• Untargeted• No offer• Difficult to measure results

• Public Relations• They don’t call from a press release• No offer

• Word of mouth referrals• Very cost effective

• Calling• Cold calling - Illegal• Warm calling

• Direct Response Marketing• Cost effective• They will call.


Marketing Cost Reduction

•Fact: marketing to existing customers is less costly and more profitable than marketing to prospects

•Fact: you make money marketing to customers and may lose money marketing to prospects.


This I know!

50% of my promotion and advertising is wasted. I just don’t know which half.


Your goal should be!

• Deliver the RIGHT message/offer• To the RIGHT target market• At the RIGHT time• Via the MOST cost-efficient means.


One contact won't get it

Even if you have identified a niche market and it is targeted, you must become of value and earn the right to a relationship.


Not a Courage IssueA time Issue

You have to increase your contact count by a factor of 9-20 before they even recognize what you do• Nordstrom 16 per/yr• Paper Direct 16 per/yr• L L Bean 20+ per/year.

Take a Clue from these folks.


When need meets supply

Customer needYour product/service offering

A Sale


You need TOMA!

• What is TOMA?• measure of rank in the mind

• Benefits of TOMA• Quick decisions • Decide without effort.


Why you need TOMA

Today's buyer uses an information oriented decision process

• Gather information • Review alternatives • Choose one alternative • Evaluate the decision after the fact.


What is a database?

• Automated rolodex• Puts contacts in group/categories• Maintains large amount of information on each

contact• Maintains history of contacts/notes• Will automatically run marketing campaigns• Can send letters, cards, emails directly.


A definition: Database Marketing

An accountable form of marketingbased on detailed knowledge of the target marketstored in a marketing databaseused to drive targeted communications thru a range of media directly to customers and prospects.


One time will not get it!

• Stanford Research• 6-9 contacts to be aware of what you do• 16 contacts to be familiar with you• 20-24 contacts to consider you.


1 to 1 benefits?

• Target a niche/segment• Cost effective alternative to

mass/print media• Test ideas before full commitment• Deliver sales now and in the future• Develop loyal customers and reward

them.


Steps for 1 to 1 Marketing

• Collect names, addresses and e mails• Enter into your database program• Design marketing campaigns• Collect additional marketing and

demographic informationResult!!• Build loyalty, sales and profits.


What do I collect?

• Basic demographics• Names (including children) • Address• Phone• Email• Birthdays-adults & childrenBuying habits• Frequency• Items

• Interests• Passions.


Buy some software.

• What is required?• Store the data• Access the data• Sort the data• Segment the data• Send messages• Send campaigns


How Do I Choose?

• Has the software been tested?• Are there any recommendations?• Is the documentation clear and complete?• Is there telephone support available?• Will it handle campaign marketing?• Is the developer a stable company?.


Software alternatives

Contact Manager- • ACT, Goldmine, Top Producer• Communication Software

• Eudora • Outlook

• Web Browsers• Internet Explorer• Firefox.


Slice and dice for more $

• What segments?• Past customers

• 1-time buyers• 2-time buyers• 3+ time buyers

• Choir (key referrers)• Prospects

• Media advertising• Phone.


Your most important asset

Great, educated, discriminating, loyal customers


Your Most Fertile Field

• Current Clients/Customers• Past Clients/Customers• Friends/Acquaintances• New Customers.


Continuing dialogue

Capitalize on their lifetime value as customers


Your Action Steps for the future

• Supplier/Vendor of Choice• Focus on Actual Source of

Business• Use of the web

•e commerce•on line brochure.


Your Action Steps for the future

• Market your business with 1-to-1 Marketing

• Hold your marketing accountable• Understand your customers• Value-added vs. price• Use cross marketing with strategic

alliances.


Your take aways for today


Help is at hand for you

When you are ready to move forward and implement proven marketing strategies that can help you utilize the techniques discussed, call 303.544.0340 for a complimentary 1/2 hour consultation.

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Increase your sales with 1 to 1 marketing

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