Ultimate Small Business Marketing Guide: 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof
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About this ebook
James Stephenson
James Stephenson received his B.A. in English Literature at Ohio State University, and studied at the Rhode Island School for Design. Currently working as a landscape artist in New York City, where he designs rooftop gardens, Stephenson lives in Brooklyn and Tanzania, East Africa. He is the author of The Language of the Land: Living Among the Hadzabe in Africa.
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Ultimate Small Business Marketing Guide - James Stephenson
Table of Contents
Title Page
Acknowledgements
Dedication
Introduction
RESEARCH, PLANNING, AND COMPETITION - Marketing Tips for Your Business
THE MARKETING MUSTS
SEVEN Ps OF MARKETING
DOING YOUR RESEARCH: WHY SPEND TIME RESEARCHING?
DEFINING PRIMARY DATA
DEFINING SECONDARY DATA
DEFINING QUANTITATIVE AND QUALITATIVE DATA
THE GEOGRAPHICS, DEMOGRAPHICS, AND PSYCHOGRAPHICS DATA TRAIL
CUSTOMER DATABASE RESEARCH
INFORMAL SURVEYS AND DISCUSSIONS RESEARCH
FORMAL SURVEY RESEARCH
CUSTOMER SERVICE INQUIRIES AND COMPLAINTS RESEARCH
HARNESS THE POWER OF THE WEB FOR RESEARCH
GET SCHOOLS ON BOARD TO HELP WITH RESEARCH
HOMEMADE FOCUS GROUPS
LOOK-OUT-THE-WINDOW RESEARCH
CUSTOMER DEMOGRAPHICS QUESTIONNAIRE
TARGET CUSTOMER PROFILE
PLANNING YOUR MARKETING: WHY PLAN?
SIX WAYS TO MAKE TIME FOR MARKETING
THE NUTS AND BOLTS OF A MARKETING PLAN
FIVE STEPS TO A SIMPLE MARKETING PLAN
STICK TO THE PLAN
TIPS FOR PROPER MARKETING TIMING
THREE MARKETING MISTAKES TO AVOID
EIGHT MORE MARKETING MISTAKES TO AVOID
FIVE CHEAP WAYS TO MARKET YOUR BUSINESS
FOUR FRESH WAYS TO TARGET YOUR MARKET
SIX TIPS TO BOOST YOUR MARKETING STRATEGIES
IT’S ALL IN THE NAME
CREATE A MARKETING CALENDAR
BUILDING BUZZ IN A NEW MARKET
THREE RULES FOR NICHE MARKETING
GETTING CONNECTED: JOIN THE BETTER BUSINESS BUREAU
GET THE LATEST SCORES AT SCORE
TAP INTO THE SBA
JOIN ASSOCIATIONS
GREAT BRANDS ARE CONSISTENT
GREAT BRANDS TAKE TIME TO EVOLVE
GREAT BRANDS REQUIRE HANDS-ON MANAGEMENT
GREAT BRANDS PROVIDE MORE ADVANTAGES
GREAT BRANDS ARE NEVER FADS
GREAT BRANDS REINVENT THE WAY WE THINK
SUBSCRIBE TO TRADE PUBLICATIONS
CREATE A POWERFUL MISSION STATEMENT
GETTING COMPETITIVE: YOUR COMPETITIVE ADVANTAGE SHOULD BE BENEFICIAL
GETTING COMPETITIVE: YOUR COMPETITIVE ADVANTAGE SHOULD BE EXCLUSIVE
GETTING COMPETITIVE: YOUR COMPETITIVE ADVANTAGE SHOULD BE SIMPLISTIC
THE SWOT ANALYSIS
IF YOU CAN’T BEAT ‘EM, JOIN ‘EM
EMBRACE CHANGE
CAPITALIZE ON COMPETITORS’ DISTRIBUTION CHANNELS
COMMISSION A STUDY
PROFIT FROM COMPETITORS’ CLOSE OUTS
SUBSCRIBE TO COMPETITORS’ MAILINGS
START A MARKETING IDEA FOLDER
HIRE A CLIPPING SERVICE
YELLOW PAGES RESEARCH
LOOK BEYOND TRADITIONAL MARKETS
SEND IN THE MYSTERY SHOPPERS
BE MORE CONVENIENT THAN YOUR COMPETITION
GET THE LOWDOWN ON COMPETITORS FROM YOUR SUPPLIERS
TIPS FOR USING COUPONS AS A MARKETING TOOL
HAPPILY ACCEPT THE COMPETITIONS’ COUPONS
IDENTIFYING DIRECT COMPETITION
IDENTIFYING INDIRECT COMPETITION
WATCH OUT FOR PHANTOM COMPETITION
PREDICTING FUTURE COMPETITION
MAKE AN INCENTIVE YOUR COMPETITIVE ADVANTAGE
BUILD COALITIONS WITH COMPETITORS
WHEN TO BE REALISTIC
MORE WAYS TO BEAT THE COMPETITION
THE ULTIMATE COMPETITION WORKSHEET
EMPLOYEE - Marketing Tips for Your Business
WHAT EMPLOYEES NEED
BUILD AND MOTIVATE YOUR TEAM: THE BENEFITS OF TEAM BUILDING
INSTALL AN EMPLOYEE MARKETING IDEA BOX
THE MAGICAL MONEY INCENTIVE
MOTIVATE BY RECOGNITION
MOTIVATE BY PILING ON THE RESPONSIBILITIES
WITH AGE COMES EXPERIENCE
CHANGE CAN ONLY TRICKLE DOWN
BUILD A MARKETING LIBRARY FOR EMPLOYEES
GIVE THEM ALL BUSINESS CARDS
BRAINSTORMING ROUNDTABLES
HOW TO RUN A BRAINSTORMING SESSION
MANAGE
TO MINIMIZE WASTED TIME
GIVE THEM THE RIGHT TOOLS: BRING IN PROFESSIONAL TRAINERS
CREATE AN EMPLOYEE MARKETING HANDBOOK
ASK FOR CUSTOMER REFERENCES
MASTER THE ART OF DELEGATION
LEARN FROM CO-WORKERS
GET UNIFORMED
MAKE SOME NOISE
MANAGE BY OBJECTIVES
LET YOUR CUSTOMERS EDUCATE YOUR EMPLOYEES
IDENTIFYING SALES PERSONNEL
A FAMILY AFFAIR
LEADERSHIP TIPS EVERY BUSINESS OWNER AND MANAGER NEEDS TO KNOW
LEARN TO CHALLENGE EMPLOYEES TO DO BETTER
SIMPLE TIPS THAT CAN INCREASE EMPLOYEE PRODUCTIVITY
LEARN TO SAY THANK YOU
EMBRACE AN OPEN-DOOR POLICY
ENCOURAGE EMPLOYEES TO BE CREATIVE
ENLIST STUDENT TRAINERS
INCREASE PRODUCTIVITY BY REDUCING INTERRUPTIONS
GREAT QUESTIONS FOR EMPLOYEE INTERVIEWS
CUSTOMER SERVICE - Marketing Tips for Your Business
WHY IS CUSTOMER SERVICE SO IMPORTANT?
RUN A CUSTOMER SERVICE-BASED BUSINESS: NEVER FAIL TO TELL CUSTOMERS HOW IT IS
SAVVY DEBT COLLECTION
CLEAR ALL CHALLENGES BY THE END OF THE DAY
THE ONE-MINUTE TRAINER
COMMIT TO A CALL-BACK TIME
PRECUSTOMER CONTACT
ASK EMPLOYEES HOW TO IMPROVE CUSTOMER SERVICE
REMEMBER IMPORTANT DATES
CULTIVATING CUSTOMERS
MAKE IT EASY FOR CUSTOMERS TO COMPLAIN
CREATE INFORMATION BOOKLETS
A CURE FOR MISMATCHED EXPECTATIONS
SEND OUT REMINDER NOTES
PROVIDE A 100 PERCENT CUSTOMER SATISFACTION GUARANTEE
CUSTOMER COMMENT CARDS
TRICKS TO CALM IRATE CUSTOMERS
ADD CUSTOMER SAFETY TO CUSTOMER SERVICE
LOG ALL COMPLAINTS
FOLLOW UP AFTER THE RESOLUTION
SURVEYS CAN SHOW WHAT CUSTOMERS REALLY THINK
CREATE A CUSTOMER SERVICE-ORIENTED ENVIRONMENT: PROMOTE RELIABILITY
ALWAYS FIX THE CUSTOMER FIRST
STRIVE TO FORM CUSTOMER PARTNERSHIPS
CREATE A CUSTOMER-FIRST TEAM ENVIRONMENT
GO THE EXTRA MILE
CAREFULLY EVALUATE POLICIES
EMPOWER EMPLOYEES TO MAKE DECISIONS
KEEP THE LINES OF COMMUNICATION OPEN
PROFIT FROM PROVIDING CUSTOMER SERVICE
CATCH LATE CUSTOMERS
SUPPORT YOUR VENDORS
CALCULATE THE TRUE COST OF A LOST CUSTOMER
THROW CUSTOMER APPRECIATION PARTIES
GIVE BIG-IMPACT GIFTS
GIFTS THAT DO GOOD
POWERFUL BIRTHDAY DISCOUNTS
WORK WITH CLIENTS TO HOLD THE LINE ON PRICE INCREASES
MAKE IT A FAMILY AFFAIR
FOCUS ON CUSTOMERS TO STAY MOTIVATED
STAYING FRESH IN YOUR CUSTOMER’S MEMORY
THE QUIET MASSES
CUSTOMER SERVICE IDEAS CHECKLIST
HOME OFFICE - Marketing Tips for Your Business
INVEST IN YOU
MEET ALL REQUIREMENTS
TAKE IT SERIOUSLY
PROJECT A PROFESSIONAL IMAGE
TAKE ADVANTAGE OF REDUCED OPERATING COST
GO OUT OF YOUR WAY TO GET INVOLVED
MAKE INVESTMENTS IN DISGUISE
HANDLING PRESSURE
OUT-BENEFIT THE COMPETITION
DESIGN YOUR WORK SPACE FOR SUCCESS
DEVELOP A ROUTINE
TRICKS FOR WRITING GREAT BUSINESS COMMUNICATIONS
MORE TRICKS FOR WRITING GREAT BUSINESS COMMUNICATIONS
USE TECHNOLOGY TO LEVEL THE PLAYING FIELD
GET CREATIVE WITH YOUR TIME: GO FOR THE BIG OPPORTUNITIES
GET CREATIVE WITH APPOINTMENTS AND MEEINGS
REPLACE YOUR COMMUTING TIME WITH PROSPECTING TIME
BUILD A TOP-NOTCH TEAM
THE ART OF MAKING DECISIONS
TARGET YOURSELF
PLACE A HIGH PRIORITY ON EVENT MARKETING
TAKE ADVANTAGE OF ALL AVAILABLE RESOURCES
LIMIT THE NUMBER OF HATS YOU WEAR
CREATE POLICIES JUST LIKE THE BIG COMPANIES
BECOME A SHAMELESS SELF-PROMOTER
BUILD THROUGH BARTER CLUBS
GOALS NEED TO BE ON PAPER
BENEFIT BY BEING FLEXIBLE
GREAT TIPS TO INCREASE YOUR PRODUCTIVITY IN THE HOME OFFICE
ADVERTISING, DIRECTMARKETING, ANDTELEMARKETING - Marketing Tips for Your Business
WHY ADVERTISE?
IMPROVING YOUR ADVERTISING: TAKE A DESKTOP PUBLISHING COURSE
TEN DESIGN DISASTERS FOR MARKETING MATERIALS
WASTED ADVERTISING
MEDIA QUESTIONNAIRE
TURN ALL BUSINESS MAILINGS INTO SALES TOOLS
TRICKS FOR CREATING GREAT ADVERTISING COPY
DEVELOP A UNIQUE HOOK
HOW-TO HEADLINES
MAKE A PROMISE IN YOUR HEADLINE
PRESENT A TESTIMONIAL IN YOUR HEADLINE
MAKE YOUR HEADLINE LOOK LIKE NEWS
ASK A QUESTION IN YOUR HEADLINE
TAP SUPPLIERS FOR ADVERTISING ASSISTANCE
GREAT MAGAZINE ADVERTISING TRICKS
STOCK UP ON REPRINTS
GREAT TRICKS FOR YELLOW PAGES ADVERTISING
ALWAYS ERR ON THE SIDE OF POLITICAL CORRECTNESS
GETTING NEWSLETTER SAVVY
MORE BANG FOR YOUR CLASSIFIED ADVERTISING BUCK
NEGOTIATE FOR A FREE FLAG AD
GET CREATIVE WITH POSTCARDS
BUY FROM REPS WHO HAVE DONE THEIR HOMEWORK
PAY LESS FOR PRINT ADVERTISEMENTS
ADVERTISING BELIEVABILITY
ADVERTISING OPPORTUNITIES: GET BEHIND COMMUNITY SPORTS
AUTO WRAPS
INITIATE A DOOR HANGER PROGRAM
SITE SIGN: THE $10 MARKETING WONDER
TRY INFLATABLE ADVERTISING
TURN CUSTOMERS INTO MODELS
TAKE ADVANTAGE OF FREE COMMUNITY NOTICE BOARDS
DRIVE-BY BROADCASTING
MAKE IT MULTI-USE
FLOAT ON BY
GET NOTICED WITH STICKERS
BENEFIT FROM BENCH ADVERTISING
OUTDOOR BICYCLE RACK ADVERTISING
ADVERTISE YOUR BUSINESS IN VACANT STOREFRONTS
COURTESY TELEPHONES CREATE ADVERTISING OPPORTUNITIES
GIVE AWAY BOOKS AND MAGAZINES
ADVERTISE WITHIN OTHER BUSINESSES
CREATE ROLLING BILLBOARDS
A PICTURE IS WORTH A THOUSAND WORDS
STRIKE A DEAL WITH LOCAL RESTAURANTS
BILLBOARD BASICS
GIVE HUMAN BILLBOARDS A TRY
TRICKS FOR TRACKING ADVERTISEMENTS
GET BEHIND A LOCAL CHARITY EVENT
CREATIVE WAYS TO DISTRIBUTE FLIERS FOR FREE
TARGET HOTEL AND MOTEL GUESTS
OUTDOOR MOBILE MEDIA
WHY IS PRODUCT PACKAGING SO IMPORTANT?
CREATE A STORY ON YOUR PACKAGING
ONE SUPPORTS THE OTHER
TRY ONLINE SPONSORSHIPS
EFFECTIVE RADIO COMMERCIALS AND MORE GREAT TRICKS
CONSIDER PUBLIC BROADCASTING
CREATE A JINGLE
INTERNET RADIO
GREAT ADVERTISING TRICKS FOR TV
PRODUCE A TELEVISION COMMERCIAL ON THE CHEAP
SUCCEEDING WITH DIRECT MARKETING: WHY USE DIRECT MARKETING?
SEVEN DANGEROUS MYTHS OF DIRECT MARKETING
TIPS FOR DIRECT MARKETING SUCCESS
YOGI BERRA’S TIPS ON DIRECT MARKETING
IDENTIFYING THE MOST COMMON MAILING LISTS
MORE ABOUT MAILING LISTS
PLAN AND REVIEW TO CUT PRINTING COSTS
STICK WITH STANDARD SIZES AND NEGOTIATE
NEVER DATE KEY MATERIAL
DOWNGRADE TO SAVE MONEY
NEVER STOP EXPERIMENTING
TEST, TEST, AND RETEST
CAPITALIZE WITH CARD DECKS
GUARANTEED TIPS TO BOOST YOUR MAIL RESPONSES
TWELVE FAST FIXES TO BOOST MAIL RESPONSE
GREAT TRICKS TO SECURE BETTER-QUALITY MAIL RESPONSES
THE LOW-DOWN ON CATALOGS
CONSIDER CABLE SHOPPING CHANNELS
USING TELEMARKETING AS A TOOL: GETTING PAST THE TELEMARKETING STIGMA
FORGET COLD CALLS AND CONCENTRATE ON WARM CALLS
USE TELEMARKETING TO REINFORCE
SMALL DETAILS EQUAL BIG IMPACT IN TELEMARKETING
TRICKS TO SELL BY VOICE
TELEMARKETING MISTAKES TO AVOID
VISIT YOUR BEST 20 PERCENT, TELEMARKET THE REST
DIRECT MARKETING MARKET PLACE
THE 200 MOST PERSUASIVE WORDS TO USE IN ADVERTISING
PLACES TO ADVERTISE IDEA CHECKLIST
PUBLIC RELATIONS - Marketing Tips for Your Business
USE PR TO LEVEL THE COMPETITIVE PLAYING FIELD
THE OTHER
PUBLIC RELATIONS
KEY PUBLIC RELATIONS CONSIDERATIONS
YOUR PR PROGRAM OPTIONS
BECOME A JUNIOR REPORTER
PRESS RELEASE BASICS
THIRTY REASONS TO WRITE A PRESS RELEASE
GREAT PRESS RELEASE TRICKS
DISTRIBUTE YOUR PRESS RELEASE ELECTRONICALLY
RESEARCHING PRESS RELEASES
FIVE WAYS TO PROMOTE YOUR BUSINESS BEYOND PRESS RELEASES
PUBLIC RELATIONS OPPORTUNITIES: CREATE YOUR OWN MEDIA KIT
PITCH LETTERS
MEDIA ADVISORY
FACT SHEETS
MORE CLEVER WAYS TO INTRODUCE YOURSELF TO THE MEDIA
EXPERT POSTCARDS
DON’T OVERREACT TO NEGATIVE PR
GET FAD SAVVY
NEVER STOP PROMOTING
BECOME AN EXPERT MEDIA SOURCE
USE MEDIA DIRECTORIES
HIRE A CLIPPING SERVICE
BUILD A MEDIA CONTACT DATABASE
START A PUBLIC RELATIONS IDEA FOLDER
THINK PHOTO OPPORTUNITY
WHAT CAN YOU OFFER LOCAL MEDIA?
BENEFIT BY USING EDITORIAL CALENDARS
TAKE OWNERSHIP OF AN EVENT
BUSINESS AND MARKETING ACTIVITIES THAT SHOULD BE PUBLICIZED
SMART PUBLICITY POINTERS ON A BUDGET
PARDON OUR MESS
SAVVY TRICKS TO CREATE CHARITY GOODWILL
TIPS ON USING CIVIC MARKETING
MAKE IT EXCLUSIVE
INCREASE THE VALUE OF YOUR KNOWLEDGE
MAJOR PUBLICITY OPPORTUNITIES
WRITE LETTERS TO THE EDITOR
CONDUCT PUBLIC OPINION POLLS
CALL A PRESS CONFERENCE
BUILD A PR WEB PAGE IN YOUR SITE
PRINT MEDIA INTERVIEW TRICKS
BROADCAST MEDIA INTERVIEW TRICKS
TRICKS FOR GETTING ON TALK RADIO
DON’T FORGET TO SAY THANK YOU
PLACES TO SEEK PUBLICITY AND PUBLICITY METHODS CHECKLIST
NETWORKING AND REFERRAL - Marketing Tips for Your Business
WHY NETWORK?
HOW TO GET NETWORKING: PROFESSIONAL BRAINSTORMING LUNCH
HIGH-TECH CD-ROM BUSINESS CARDS
THE POWER OF YOUR BUSINESS CARD
SET NETWORKING OBJECTIVES
THE HEADCOUNT RULE
TRICKS FOR BEING A BRILLIANT CONVERSATIONALIST
ENLARGE YOUR NETWORKING CIRCLE
STAND OUT IN THE NETWORKING CROWD
DEVELOP A PERSONAL TRADEMARK
MAKE A MEMORABLE DONATION
GET INVOLVED
FIRST IN, LAST OUT
GO OUT OF YOUR WAY TO WELCOME NEWCOMERS
IT’S ALL IN THE NAMETAG
DEVELOP A FOLLOW-UP SYSTEM
DEVELOP YOUR OWN MINI SALES PITCH
NETWORK THROUGH CURRENT PROJECTS
GO ONLINE TO NETWORK
CREATE A CONTACT LIST
MAKE IT A DOOR PRIZE
CREATIVE INTRODUCTIONS
BECOME A PORTABLE ADVERTISEMENT FOR YOUR BUSINESS
FOR PEOPLE WHO HATE TO NETWORK
SORRY LETTERS WORK WONDERS
MARKETING WITH REFERRALS: SPEND 3 PERCENT TO GENERATE A 100 PERCENT REFERRAL RATE
SET REFERRAL TARGETS
PROVIDE INCENTIVES FOR REFERRALS
SIMPLY ASK FOR REFERRALS
GO NETWORKING FOR REFERRALS
TAP SUPPLIERS FOR REFERRALS
TAP COMPETITORS FOR REFERRALS
BUILD STRATEGIC ALLIANCES FOR REFERRALS
MAXIMIZE YOUR ODDS OF GETTING REFERRED
NETWORKING AND REFERRAL CHECKLIST
PROSPECTING - Marketing Tips for Your Business
WHY CONTINUE TO PROSPECT FOR NEW BUSINESS?
A LEAD VERSUS A PROSPECT
SET DAILY GOALS
PROSPECTING BASICS
GREAT TELEPHONE COLD-CALLING TRICKS
GREAT TRICKS FOR LEAVING VOICE-MAIL MESSAGES
QUALIFYING: NEEDS
QUALIFYING: DECISION-MAKER
QUALIFYING: TIME LINE
QUALIFYING: OBSTACLES
QUALIFYING: FINANCIAL
QUALIFYING: ASSUMPTION
QUALIFYING: COMPETITION
QUALIFYING: OPEN-ENDED QUESTIONS
QUALIFYING: COMFORT AND COMPLIMENTS
TRICKS FOR BECOMING AN EFFECTIVE LISTENER
TIME MANAGEMENT FOR PROSPECTING SUCCESS
THOU SHALT NEVER PREJUDGE
THOU SHALT NEVER EXPRESS PERSONAL OPINIONS
THOU SHALT NEVER PUSH ONLY WHAT YOU LIKE
PRACTICE IMMEDIATE FOLLOW-UP
CLONE YOUR BEST CUSTOMERS
GETTING TO KNOW THE GATEKEEPER
FINDING NEW PROSPECTS: DONATION PROSPECTING
TRY REVERSE PROSPECTING
TROLL FOR PROSPECTS ONLINE
EXPERIMENT WITH LIFECYCLE PROSPECTING
DEMONSTRATION PROSPECTING WORKS
EXPERT PROSPECTING MAY BE THE BEST
SWAP CUSTOMER LISTS AND LEADS
RESPECT YOUR CLIENTS ́TIME
MINE NEWSPAPERS AND MAGAZINES
GET IN THROUGH THE BACK DOOR
PROSPECT BY PROMOTING A CONTEST
IDENTIFY THE BIG PROSPECTING OPPORTUNITIES
PROSPECT THROUGH PRO-NET
PROSPECT BY SHARING YOUR KNOWLEDGE
LOOK FOR PROSPECTING GOLD IN YOUR JUNK MAIL
FISHBOWL PROSPECTING
FACT-FINDING MISSIONS
MULTIPLY YOUR PROSPECTING EFFORTS VIA E-MAIL
IDENTIFY THOSE WHO CAN INFLUENCE OTHERS
LEAN, MEAN DATABASE MACHINE
PRESENTATION - Marketing Tips for Your Business
GREAT IMPRESSIONS: BE PUNCTUAL
GREAT IMPRESSIONS: BE RESPECTFUL
GREAT IMPRESSIONS: BE EDUCATED
GREAT IMPRESSIONS: BE PREPARED
GREAT IMPRESSIONS: LISTEN
GREAT IMPRESSIONS: BE PROFESSIONAL
GREAT IMPRESSIONS: BE READY FOR ACTION
SIMPLE TRICKS TO IMPROVE YOUR B2B SALES PRESENTATION
CONSIDER A PREPRESENTATION SURVEY
LET PROSPECTS SET THE TONE
USE PHYSICAL AND VISUAL DEVICES
LOW-COST DIGITAL VIDEO PITCH
TRICKS FOR OVERCOMING THE FEAR OF REJECTION
NEVER TAKE REJECTION PERSONALLY
KEEP THEIR ATTENTION
BE ON THE LOOKOUT FOR COMMON INTERESTS
TRICKS TO EARN A PROSPECT́′S TRUST
NEVER IGNORE EVEN THE SMALLEST CONCERNS
CAREFUL QUESTIONING
FIND THE ACHILLES′ HEEL
START WITH DOCUMENTS
GREENER-GRASS SYNDROME
IDENTIFY ALL THE PLAYERS
NO ONE WANTS TO SAIL INTO UNCHARTED WATERS ALONE
TRAIN ALL THE PITCHERS
DEVELOP A WINNING ATTITUDE
DEALING WITH OBJECTIONS AND NEGOTIATIONS: WELCOME OBJECTIONS
THE FIVE-POINT OBJECTION PROCESS
GREAT TRICKS FOR OVERCOMING THE PRICE OBJECTION
GREAT TRICKS FOR OVERCOMING THE NO-MONEY OBJECTION
GREAT TRICKS FOR OVERCOMING THE LET ME THINK ABOUT IT
OBJECTION
BE PREPARED TO NEGOTIATE
SET YOUR NEGOTIATION OBJECTIVES
POSITION YOUR VALUE BEFORE NEGOTIATIONS
LEARN TO NEGOTIATE WITHOUT HOME COURT ADVANTAGE
GET THE NEGOTIATION BALL ROLLING WITH YES
DEVELOP STRONG NEGOTIATION QUESTIONS
NEGOTIATE UNDER FIRE
LEARN WHEN TO WALK AWAY FROM A DEAL
WIN-WIN NEGOTIATION TRICKS
CONFIRM THE NEGOTIATION DETAILS
BE A PATIENT NEGOTIATOR
LEARN TO STOP NEGOTIATING
MORE GREAT NEGOTIATION TRICKS
NEVER LEAVE EMPTY-HANDED
CLOSING - Marketing Tips for Your Business
WHAT IS YOUR PROSPECT’S MOTIVATION?
CONFIRM THE DETAILS
SURVEY LOST SALES
TALKING OWNERSHIP IS A BUYING SIGNAL
COMPREHENSIVE QUESTIONS ARE BUYING SIGNALS
OBJECTIONS ARE BUYING SIGNALS
OFFERING REFERRALS IS A BUYING SIGNAL
ARRANGE FOR PROSPECTS TO MEET YOUR CUSTOMERS
EXTEND CREDIT TO CLOSE
CLOSE BY CHANGING PROSPECT’S EXPECTATIONS
CLOSING TYPES: THE QUIET CLOSE
THE TRIAL CLOSE
THE ECHO CLOSE
THE SUMMARY CLOSE
THE TAKE-AWAY CLOSE
THE FEAR CLOSE
THE CHIP-AWAY CLOSE
THE ALTERNATE-CHOICE CLOSE
THE IN-HINDSIGHT CLOSE
THE YES CLOSE
THE ASSUMPTION CLOSE
THE CHANCES-ARE CLOSE
THE 30-MINUTE FOLLOW-UP CLOSE
THE COMPLIMENT CLOSE
THE CLOSE EVERYONE AROUND THE DECISION MAKER
CLOSE
THE BENJAMIN FRANKLIN CLOSE
THE FISH-OUT-OF-WATER CLOSE
THE CONVENIENCE CLOSE
THE COMPROMISE CLOSE
THE MAKE-A-SUGGESTION CLOSE
THE CASTING-DOUBTS CLOSE
THE LAST-ONE-IN CLOSE
THE EVENT CLOSE
THE MAXIMUM BENEFIT CLOSE
THE PRODUCTIVITY CLOSE
THE TRY-BEFORE-YOU-BUY CLOSE
THE WHAT-WILL-IT-TAKE CLOSE
GREAT FOLLOW-UP TRICKS
MAKE THEM ALL TRUE BELIEVERS
CREATIVE SELLING - Marketing Tips for Your Business
THE ART OF DUPLICATION
CONSULTING? APPLY FOR A JOB
PROFIT BY MAKING YOUR VENDORS SALES CHAMPIONS
BREAK THE FEAST-OR-FAMINE SALES CYCLE
DEVELOP YOUR OWN MISSION STATEMENT
B2B SHIFT SELLING
USE EXTENDED WARRANTIES TO MAKE IT EXCLUSIVE
REPORTS CAN BE A POWERFUL SALES TOOL
FREE OFFERS TO GAIN EXCLUSIVITY
GETTING BEYOND LANGUAGE BARRIERS
PACKAGE YOURSELF
THE REAL WORK BEGINS AFTER THE SALE
DITCH THE COMPETITION WITH FLEXIBLE PAYMENT OPTIONS
SEPARATE YOUR OFFER BY PROVIDING INCREDIBLE SERVICE
SHARPENING YOUR SKILLS: TRICKS FOR CRAFTING GREAT SALES LETTERS, PART ONE
SHARPENING YOUR SKILLS: TRICKS FOR CRAFTING GREAT SALES LETTERS, PART TWO
TAKE SALES
OUT OF YOUR JOB DESCRIPTION
MINING YOUR DEAD FILE
NEVER BE A HIT-AND-RUN ARTIST
MAKE CLIENTS LOOK FORWARD TO YOUR NEXT VISIT
AVOID THE WATER COOLER TALK
GOOD ADVICE, BAD ADVICE
THE POWER OF A DOG BISCUIT
ASSISTANTS PAY OFF
PLAY THE ROLE: WORK THE TENDER PROCESS
BE WHAT YOU SELL
WHAT TOP PRODUCERS HAVE IN COMMON
MAKE YOUR PRODUCT OR SERVICE AN EMPLOYEE BENEFIT
BE PRESENT AT DELIVERY
WAYS TO BEAT DESPERATION
DOWN-SELL FOR THE LONG TERM
LET YOUR CUSTOMERS CONVINCE THEM
TESTIMONIALS WITH IMPACT
ENLIST A LOBBYIST
FIVE-POINT TIME MANAGEMENT
WHAT IS EASY TO DO IS EASIER NOT TO DO
INCENTIVES MUST HAVE VALUE
THE SALES PROFESSIONAL’S CHECKLIST
RETAILING - Marketing Tips for Your Business
ASK YOUR CUSTOMERS HOW THEY HEARD ABOUT YOUR STORE
PREPARING YOUR STORE: LOCATION, LOCATION, LOCATION
RETAIL LOCATION PROS AND CONS
RETAIL LOCATION, COMPETITION, AND BIG-BOX STORES
DESIGN YOUR STORE FOR YOUR TARGET AUDIENCE
BUY AND SELL LIQUIDATED INVENTORY ONLINE
PROMOTE ENVIRONMENTALLY FRIENDLY
WINDOW SPACE: THE 24-HOUR SILENT SALESPERSON
WINDOW SPACE: PROFESSIONAL LOOK ON A BUDGET
WINDOW SPACE: CREATIVITY COUNTS
APPEAL TO THE FIVE SENSES
COVER YOUR BASES: MAKE IT EASY FOR CUSTOMERS TO GIVE YOU MONEY
SEEK OUTSIDE OPPORTUNITIES
CLEAN FOR MORE CUSTOMERS
PUT A PROMOTIONAL FLIER IN EVERY SHOPPING BAG
CONSIDER A RESALE PROGRAM
ARE YOU PREPARED TO INCREASE SALES?
ASK CUSTOMERS FOR REFERRALS
PROFIT FROM GIFT CERTIFICATES
SMALL PURCHASES PRESENT BIG SALES OPPORTUNITIES
IMPLEMENT A DIRECT MAIL PROMOTIONAL PROGRAM
SEVENTEEN PRACTICAL NO-COST PROMOTIONS
BECOME KNOWN FOR OFFERING SOMETHING FOR FREE
START A CLUB
LURE CUSTOMERS IN BY PROVIDING CONVENIENCES
CREATE TIP SHEETS
IMPLEMENT YOUR OWN CUSTOMER LOYALTY PROGRAM
DON’T BE UNDERSOLD
BENEFIT BY BUILDING CLIENT FILES
PROFIT FROM BLACKBOARDS
EXPAND VIA MAIL ORDER
PROMOTE HARD WITH FLIERS
RUN FREE SEMINARS TO INCREASE SALES
PROMOTE PRODUCTS AFTER HOURS
GET CREATIVE WITH SPECIAL SHOPPING DAYS
TRY BEFORE YOU BUY
EVENTS
GET CREATIVE WITH IN-STORE DISPLAYS
ASK ME ABOUT TODAY’S DEAL
START AN INSERTION SWAP PROGRAM
NON INTRUSIVE WAYS TO BUILD A CUSTOMER DATABASE
SALES SPECTACULAR
GET CREATIVE: TARGET CLUBS TO INCREASE SALES
GREAT CROSS-PROMOTIONAL IDEAS
STOCK UP ON CONSIGNMENT GOODS
GETTING CREATIVE WITH CONTESTS
CONSIDER A RENTAL PROGRAM TO INCREASE REVENUES
NEGOTIATE EVERYTHING
TAP SUPPLIERS FOR THE WORKS
SEEK EXCLUSIVE AGREEMENTS
CONSIDER PRIVATE LABELING
SMALL, BUT MIGHTY, TRICKS FOR INCREASING PROFIT MARGINS
GREAT CURB APPEAL
CLEVER CALENDARS
CONSIDER THE EBAY ADVANTAGE
TRY GIFT-WITH-PURCHASE
BOOST SALES WITH VIC CARDS
BRING IN THE ENTERTAINERS
SHOOT FOR A RECORD
FREE GIFT WRAPPING
TRY TRADE-IN PROMOTIONS
OVERUSE DEADLINES
RANK YOUR CUSTOMERS
DON’T FORGET THE GOOD OLD SUGGESTION BOX
CREATIVE GIFT PROGRAM
CLEVER WAYS TO BUILD REPEAT BUSINESS
TRICKS FOR SUCCESSFULLY MARKETING A MOVE
WHAT SIGNS DO
SIGN REGULATIONS
BECOME AN OFFICIAL SUPPLIER
GET NEWSLETTER SAVVY
BECOME KNOWN AS A LOCAL ATTRACTION
SHOPLIFTING PREVENTION TRICKS
SERVICE PROVIDER - Marketing Tips for Your Business
TRANSFORM YOUR WAITING ROOM INTO A SELLING ROOM
LEVERAGE YOUR CURRENT BUSINESS ASSETS TO GROW
SELLING SOLUTIONS
PROACTIVE WARRANTY INSPECTIONS
EXPAND BY PHONE NUMBERS
STEP-BY-STEP DETAILS SELL
TAKE A PACKAGED APPROACH
CREATE A NEW CUSTOMER KIT
SIZZLING WORKMANSHIP WARRANTIES
BE MORE MEMORABLE
INVOICE GREETINGS
OFFER FREE SECOND OPINIONS
NEWSLETTER MARKETING
TURN SERVICE VEHICLES INTO MOBILE SHOWROOMS
COVER THE COSTS OF CUSTOMER CALLS
CATCH AFTER-HOURS CALLS
CHOOSE WORK CAREFULLY
WHY I NEED AND DESERVE ____
CONTEST
RATE OUR SERVICE
FINE-TUNING YOUR SERVICE: CALL TO CONFIRM
OFFER FREE CHECKUPS
TRICKS FOR SURVIVING TOUGH TIMES
CRANK UP THE PRICE OF YOUR SERVICE
INDEX YOUR CONTRACTS
ENTER COMPETITIONS
VOICE-MAIL MARKETING
CREATE A REPUTATION
SEEK OUT PIGGYBACKING OPPORTUNITIES
BENEFIT BY GIVING YOUR SERVICE AWAY FOR FREE
BUILD A RECOGNIZABLE CORPORATE IMAGE
SPECIALIZE FOR SUCCESS
INVEST IN YOUR MARKETING SKILLS
CREATE AN ELECTRONIC RESUME
MANAGING YOUR MARKETING CAPITAL
SERVICE PROVIDERS WIN WHEN THEY ARE PREPARED TO OVERCOME OBSTACLES
WEB SITE AND ONLINE - Marketing Tips for Your Business
WHY DO YOU NEED A WEB SITE?
CREATING YOUR WEB SITE: BUILD YOUR SITE TO APPEAL TO YOUR TARGET AUDIENCE
EIGHT COMMON MISCONCEPTIONS ABOUT BUSINESS WEB SITES
CHOOSING THE BEST DOMAIN NAME
TIPS ON AVOIDING LEGAL ISSUES FOR YOUR WEB SITE
ANALYZE YOUR ONLINE COMPETITION
KEEP YOUR WEB SITE CONSISTENT AND USER-FRIENDLY
SEARCH ENGINE BASICS
SEARCH ENGINE SUBMISSION SERVICES
THE IMPORTANCE OF KEYWORDS
PAY-PER-CLICK KEYWORDS
MULTICULTURAL WEB SITE
GREAT WAYS TO MAKE YOUR WEB SITE GLOBALLY FRIENDLY
KEEP YOUR WEB SITE QUICK
WHICH SHOPPING CART?
GIVE INFORMATION THAT BUILDS CONFIDENCE
FOCUS ON THE CUSTOMER
PROVIDE GREAT ONLINE CUSTOMER SERVICE, PART ONE
PROVIDE GREAT ONLINE CUSTOMER SERVICE, PART TWO
CONTENT & CREDIBILITY: PRESENT A CRYSTAL CLEAR MESSAGE
TRICKS TO PUNCH UP YOUR CONTENT, PART ONE
TRICKS TO PUNCH UP YOUR CONTENT, PART TWO
CREATING A CONTENT-RICH WEB SITE
PROVIDE A RETURN ON INVESTMENT
PROMOTE THROUGH NEWSGROUPS
GET BOOKMARKED
GREAT TRICKS FOR BUILDING ONLINE CREDIBILITY, PART ONE
GREAT TRICKS FOR BUILDING ONLINE CREDIBILITY, PART TWO
YOU WANT TO CREATE AN ONLINE COMMUNITY
GET THE BUGS OUT
DON’T FORGET THE GRAND OPENING
HIGH-TECH WEB SITE POSITIONING TOOLS
EMAIL MARKETING: CREATE AN EMAIL COMMUNICATION MARKETING PLAN
TIPS FOR EFFECTIVE EMAILS
ADVICE FOR LAUNCHING YOUR EMAIL CAMPAIGN
TIPS FOR A SUCCESSFUL EMAIL CAMPAIGN
NINE TIPS FOR IMPROVING EMAIL RESPONSE
RESPOND AUTOMATICALLY
TELL A FRIEND
AIM TO GET THEIR PERMISSION
UNDERSTANDING COMMON BANNER ADVERTISING TERMS
GREAT BANNER ADVERTISING TRICKS, PART ONE
GREAT BANNER ADVERTISING TRICKS, PART TWO
BLOGS & EZINES: WHAT IS A BUSINESS BLOG?
WHAT ARE THE BENEFITS OF BLOGGING FOR SMALL BUSINESSES?
WHAT ARE THE BENEFITS OF BLOG MARKETING?
SEVENTEEN WAYS TO DRIVE TRAFFIC TO YOUR BLOG
BLOGS VS. EZINES VS. WEB SITES
CREATE YOUR OWN EZINE
WHERE YOU CAN GET CONTENT FOR YOUR EZINE
EZINE MARKETING BASICS
GREAT EZINE ADVERTISING TRICKS
GREAT TRICKS TO TURN THEM ALL INTO SUBSCRIBERS, PART ONE
GREAT TRICKS TO TURN THEM ALL INTO SUBSCRIBERS, PART TWO
MAKE IT DIFFICULT TO OPT OUT
MARKET BY WRITING EZINE AND ONLINE ARTICLES
MARKETING WITH PUBLICLY ACCESSIBLE LISTS
MARKETING WITH OPT-IN LISTS
IMPROVING YOUR ONLINE RETURN: ADD A WHAT’S NEW
PAGE
BENEFIT FROM A GUEST BOOK
WEB MALLS, STOREFRONTS, AND AUCTIONS
ASK AN EXPERT TO GET THEM BACK
LINKS AND MORE LINKS
CONTEST YOUR WAY TO INCREASED HITS
PROFIT FROM AFFILIATE PROGRAMS
MEMBERS ONLY PLEASE
POP UP AT THE RIGHT TIME
CREATE YOUR OWN ONLINE CATALOG
REMINDERS AND ALERTS WORK
DISCUSSION BOARDS CREATE COMMUNITY
USE ONLINE POLLS AND SURVEYS TO GENERATE TRAFFIC OR LEARN
GIVE THEM USEFUL TOOLS
TIE IN OFFLINE PROMOTIONS
LET THEM ALL SUBMIT
GIVE THEM THE LATEST NEWS
BUILD YOUR ARCHIVES
MARKET WITH ONLINE COUPONS
EMAIL SIGNATURE
ADVERTISE ONLINE WHERE IT WILL DO GOOD
PROVIDE SOME FUN STUFF
DON’T FORGET THE FREEBIES
MAKE YOUR FREE
ONLINE OFFERS MORE VALUABLE
NEVER FORCE PEOPLE TO BUY ONLINE
MOTIVATE VISITORS TO BUY BY PROVIDING INCENTIVES
MOTIVATE VISITORS TO BUY BY REMOVING FEAR
FOLLOW-UP OFFERS INCREASE PROFITS
MORE GREAT ONLINE MARKETING IDEAS
DRIVING TRAFFIC TO YOUR WEB SITE CHECKLIST
TRADE SHOWS AND SEMINARS - Marketing Tips for Your Business
WHY TRADE SHOWS?
TRADE SHOW MARKETING: FINDING TRADE SHOWS
TIPS FOR ATTENDING TRADE SHOWS
NEVER PROTECT YOUR BOOTH
TIPS FOR IMPROVING YOUR BOOTH AT A TRADE SHOW
WILL CREDIT PRE-APPROVAL HELP?
AVOID TIME-CONSUMING GIMMICKS
GET INVITATIONS OUT TO THE PRESS
USE A PRESS RELEASE AS A MARKETING TOOL
BRING A PRESS KIT TO THE SHOW
KEEP YOUR EXHIBIT SIMPLE
SHOW GUIDE SUCCESS
CALCULATE YOUR AUDIENCE SIZE
RANK YOUR LEADS
ANSWER THE OBVIOUS QUESTIONS
PRE-PROMOTE WITH DIRECT MAIL
PRE-PROMOTE WITH RINT ADVERTISING
PRE-PROMOTE WITH TELEMARKETING
PRE-PROMOTE WITH PERSONAL APPOINTMENTS
PRE-PROMOTE ONLINE
PRE-PROMOTE THROUGH PREREGISTRATION PACKS
PROFIT FROM NONPARTICIPATION
IN-SHOW EVENT SPONSORSHIP
IMPROVING YOUR BOOTH AND PRESENTATION: CAPITALIZE ON NEW PRODUCT DISPLAYS
IN-SHOW SEMINARS CREATE A CAPTIVE AUDIENCE
CREATE CLEVER WAYS TO PROMOTE YOUR BOOTH
PROMOTE WITH AD SPECIALTIES AT THE BOOTH
PROFIT FROM PAPER
HOLD A CONTEST TO GENERATE LEADS
PROFIT FROM CROSS-PROMOTION
DEMONSTRATE YOUR WAY TO SUCCESS
TIMELY INTRODUCTIONS
PRESHOW STAFF TRAINING
MOTIVATING STAFF IN THE BOOTH
MASTER THE QUICK QUALIFY
KEY QUALIFYING INFORMATION
WAYS TO BEAT BOOTH FATIGUE
GREAT SHOWS START WITH GREAT ATTITUDES
AVOID BORING JARGON
CREATE EFFECTIVE OPENERS BEFORE THE SHOW
PREPLAN YOUR PRESENTATION
NEVER STOP ASKING FOR THE SALE IN THE BOOTH
CLOSE IN THE BOOTH WITH A SUMMARY
CLOSE IN THE BOOTH WITH AN ASSUMPTION
CLOSE IN THE BOOTH WITH URGENCY
THE PROFESSIONAL DISENGAGE
PROFIT FROM IMMEDIATE FOLLOW-UP
BOOTH PROPS
GREAT TRICKS FOR CUTTING TRADE SHOW COSTS
GREAT PRE-TRADE SHOW PLANNING TRICKS
POST-TRADE SHOW PLANNING TRICKS
TRADE SHOW CHECKLIST
SEMINAR MARKETING: WHY SEMINARS?
WHAT CAN BE SOLD THROUGH SEMINARS?
PROFIT FROM CREATIVE SEMINAR LOCATIONS
OPTIONS FOR PROMOTING A SEMINAR INEXPENSIVELY
MARKET WITH NEWSLETTERS AT SEMINARS
MAKE IT MEMORABLE WITH HUMOR
ALWAYS GET SOMETHING IN RETURN FOR SPEAKING
GREAT PUBLIC SPEAKING TRICKS, PART ONE
GREAT PUBLIC SPEAKING TRICKS, PART TWO
PUBLIC SPEAKING MISTAKES TO AVOID
TROLLING FOR SPONSORS
BRINGING IN THE SPEAKERS
ADDITIONAL CONSIDERATIONS FOR SEMINAR SUCCESS
APPENDIX - Marketing Tips for Your Business
INDEX
Subscribe to Entrepreneur Magazine
Copyright Page
ACKNOWLEDGMENTS
Acknowledgments from James Stephenson
I would like to thank all of those who throughout the years have bestowed their marketing and sales knowledge upon me. A book such as this that covers so many marketing disciplines could not have been written without their assistance—thank you. Additionally a big thanks goes to Jere Calmes, Editorial Director at Entrepreneur Press, and his team of highly skilled professionals. I appreciate all of their input, encouragement, and continued support. I would also like to thank my biggest supporter in business and in life—my wife, Pamela, who has patiently listened to all of my ideas, the good and the sometimes off-center, for nearly 20 years.
Acknowledgments from Courtney Thurman
I would like to thank James Stephenson for the opportunity to contribute to the Ultimate Small Business Marketing Guide. His extensive experience and marketing knowledge has made this book a success and I am grateful to be a part of its continued growth. I would also like to thank Jere Calmes and the incredible staff at Entrepreneur Press for their expertise and support.
Dedication
To my great grandmother Pearl Woodworth (1898–1994),
a fireball of contagious enthusiasm and generous giving who
inspired many to follow their entrepreneurial ambitions and life dreams.
INTRODUCTION
Marketing, without question, is the single largest challenge facing small-business owners today. And to make matters worse, marketing success is always temporary. The minute you stop stoking the promotional boiler, the marketing train begins to stall. I wish there were a quick-fix solution that I could share with you or a magical marketing wand that you could wave to achieve instantaneous and permanent marketing success—but none exists.
However, for small-business owners who are prepared to roll up their sleeves and get to work to build and maintain a solid marketing foundation, I can offer you more than 1,500 great marketing tricks, tips, and ideas to help you achieve long-term marketing and business success.
Entrepreneur Magazine’s Ultimate Small Business Marketing Guide has been specifically developed to help the millions of small-business owners across North America unlock the mysteries that surround marketing. This book will help you secure the big marketing opportunities and success you want and deserve. Each marketing trick, tip, and idea is presented in jargon-free terminology. This book is packed with information that is easy to understand and readily applied in a matter of minutes regardless of your marketing experience or skills. Successful marketing is a matter of dedication, hard work, research planning, and a clear vision of what you want to achieve. The more than 1,500 marketing ideas and strategies presented in this book are time tested and proven to work. In fact, these are the same marketing strategies and ideas that top business and sales professionals use daily to win new business, devour the competition, and secure customers for life.
GETTING STARTED
My objective when creating a small-business marketing guide was to feature and explain hundreds of great marketing tricks and ideas representing a wide cross section of marketing and sales activities from public relations to direct marketing to retailing—marketing ideas the pros use. Some of these ideas and tricks will be familiar to you; many will be new. The data and information featured for each marketing trick, tip, or idea is brief and is meant to give a short synopsis of the underlying marketing concept and principle. In other words, the theme of this book is not to give a definitive and lengthy explanation of each marketing idea and activity featured, but rather a collection of great marketing ideas that can be used as a catalyst to get you thinking about ways these ideas and tricks can be applied and implemented with your own small business for success. I have had the pleasure and have been in the enviable position of working with top small-business owners and marketers for many years. The information featured in this book has been compiled from my own business and sales experience as well as from numerous conversations with a multitude of small-business owners and sales professionals.
HOW TO USE THIS BOOK
This book should not be taking a restful nap on a dusty shelf. On the contrary, this is a workbook. Use this book daily and keep it with you for those times when you have a few moments to spare and you are looking for great ways to increase revenues and profits. Invest in a highlighter pen and mark the information that is the most beneficial for your business. Let’s face it though, no one has time to identify, test, and implement more than 1,500 marketing ideas; it’s simply not feasible or cost effective. Therefore, you must take a bit of time to really dig in and locate a few marketing ideas that you believe will work for you—then put them to work. Use the book incrementally and set a target of testing or implementing perhaps one new marketing trick every week or month until you have built a powerful marketing arsenal.
WHAT YOU WILL DISCOVER INSIDE
All the marketing ideas in this book are indexed by marketing activities such as retailing, selling advertising, networking, and so forth. However, do not read only select chapters, read the entire book. You will find sales ideas in the retailing chapter, networking ideas in the research chapter, and online marketing tricks in the advertising chapter. My point is this: As much as I tried to index and group information into specific chapters, it is not possible, simply due to the fact that successful marketing is a mixture of many marketing disciplines. The following is a bit of what you will discover inside:
• Research and planning. You will find great tricks that will assist you to research your markets, identify your customers, and plan for future business and marketing success.
• Competition. Learn the tricks the pros use to devour the competition whole before they even know what hit them.
• Employees. Inside are numerous tricks that will help you to increase employee productivity, enhance creativity, and become a strong leader and motivator.
• Customer service. Without customers, there is no business; with that in mind, extra attention was paid to present some really outstanding customer service ideas that will not only help you to serve your customers better, but secure their loyalty for a lifetime.
• Home office. Small-business owners and professionals working from a home-based location will find the ideas featured in the home office chapter to be particularly helpful and insightful.
• Technology and communications. Though not categorized in a separate chapter, you will discover throughout the book lots of great cutting-edge ideas for the use of technology in marketing as well as fantastic communications tricks that will help you convey your marketing message with perfect clarity.
• Advertising and direct marketing. Managing and making the best use of your precious marketing capital means your advertising, direct-marketing, and telemarketing efforts must be perfectly aimed at your target audience.
• Public relations. Discover tricks that will help you grab the attention of the press, secure free and valuable media attention, and develop a public-relations strategy that will produce results year in and year out. PR is not just for the big boys anymore.
• Networking and prospecting. Inside you will find powerful ways to network your present contacts for more business. You will also learn how to source new contacts for networking and prospecting purposes. If you don’t know what the headcount rule is, you soon will.
• Presentations and closing. Closing is the natural progression of the sales presentation and in these chapters you will discover how this is accomplished and much, much more. And did I mention that you will learn the negotiation tricks that top sales pros use to ensure they never leave money on the table?
• Creative selling. Often the best and most profitable selling strategies are the simplest ones, and that is what the creative selling chapter will reveal: easy, straightforward, and truly profitable creative selling strategies.
• Retailing. A chapter packed to the rafters with knockout retail marketing tricks that will set your cash register on fire.
• Service providers. A bonus chapter for service providers packed with great marketing ideas.
• Web site and online marketing. Simple tricks that will help you optimize your web site for the flood of new traffic your site will get after you implement a few of the clever tricks and tips in this chapter.
• Trade shows and seminars. In this section you will find ideas to help you tap into the multibillion dollar marketing machines that are trade show and seminar marketing. You will find super-helpful planning checklists that will ensure your next exhibition event is a raging success.
CHECKLISTS AND SAMPLE SURVEYS
Throughout this guide you will find numerous helpful checklists and sample surveys that can be utilized as they are featured. Alternately, you can customize each checklist and create one that is relevant to your business, industry, products, services, or marketing objectives. Likewise, you will find many examples, such as a sample press release, to help explain the marketing trick that is being featured. You can also use these examples or samples as a template and from there customize to suit your business and objectives. Be sure to check out the Appendix for additional tools.
ICON SYSTEM
As you read through the Ultimate Small Business Marketing Guide you will notice a series of icons accompanying each great marketing tip and trick featured. These icons represent additional condensed information such as the approximate cost to implement the idea, whether the marketing trick is a do-it-yourself project or if you should call in a professional to help out. And, an icon that will let you know at a glance if there are legal issues that must be considered in terms of the marketing idea or activity. Additionally, you will find numerous handy online and publication resources. The purpose of the icon system is to give you, the reader, additional need-to-know information at a glance—information that can assist in helping you decide on marketing ideas, tricks, and strategies that might be right to be put into action for your small business.
$ Cost to Implement
All of the great marketing tips, tricks, and ideas featured in this book include an approximate financial investment needed to implement the marketing idea or activity. This is generalized information and should only be used as a yardstick to determine the approximate costs associated with the specific marketing trick, idea, or activity. Occasionally the $ sign icon will be followed by a plus sign (+); this simply means that the cost to implement the idea greatly varies, but will be greater then the lowest cost indicated. Always keep in mind that successful entrepreneurs carefully research and plan every aspect of marketing including what each new marketing idea will cost to activate.
¢ Low-Cost Marketing
Entrepreneurs are always looking for low-cost ways to market their business and this icon has been added to help find them faster. The ¢ sign represents marketing tricks, ideas, or activities that cost approximately $0- $1,000. Similar to Cost to Implement, occasionally the ¢ sign icon will be followed by a plus sign (+); this simply means that the cost to implement the idea greatly varies, but will be greater then the lowest cost indicated. This new icon is a great tool to help find low-cost marketing ideas to add to your marketing plan
002 Do-It-Yourself
By their very nature, entrepreneurs are resourceful hands-on types of individuals accustomed to rolling up their sleeves and getting to work, building or providing innovative solutions. When you see the hammer-andnails icon featured in the book, this means that the marketing trick or idea featured is one that you can tackle yourself without having to call in the professionals. You might still have to conduct a little research and be prepared to learn by trial and error, but most readers will already be accustomed to doing that. Occasionally you will see that the do-it-yourself and call-in-the-professionals icons are featured together. This simply means that the marketing trick or idea might be a do-it-yourself project for the more experienced marketers, or that calling in the professionals should also be considered. But fear not, the vast majority of marketing tricks and ideas featured in this book are included because they can be successfully implemented or carried out by any small-business owner regardless of marketing experience.
003 Call in the Professionals
When you see the telephone icon featured in the book alongside a marketing trick you might just want to stop and call in the professionals for help and guidance. Sometimes all the best intentions, hard work, and effort cannot replace experience and special education in terms of accomplishing certain marketing tasks and activities. And, with that said, I have tried to take the guesswork out of what should be considered a do-it-yourself marketing activity and one that would be best left to the professionals to tackle. As mentioned previously, occasionally you will see the do-it-yourself and the call-in-the-professionals icons featured together on the same marketing idea. Every small-business owner’s marketing experience and specialty will vary—while one person may find a particular marketing activity easy to carry out, another may want to seek assistance from an outside professional.
004 Do Your Research
This symbol indicates that there is some research to be done on this marketing tip or trick. Many of these strategies or ideas can be implemented several ways and it is recommended to research which method works best for your small business, industry, and/or region. This symbol also indicates when there are regulations or guidelines depending on how the strategy is utilized, so be sure to take a closer look whenever you see this symbol.
005 Legal Issues
The scale-of-justice symbol indicates that there might be one or a combination of permits, licenses, liability insurance, certificates, or training required to employ the marketing trick, idea, or strategy that is featured. Remember that it the responsibility of all small-business owners to carefully research any marketing activity prior to implementing or testing the effectiveness of the idea for their businesses. You must make sure that what you are doing is legal within the community in which you conduct business.
006 Web Resource
Located throughout this book you will find numerous handy online resources that are indicated by a computer icon. The purpose of the web resources is not to promote or endorse any one company, product, service, individual, web site, or organization, but to give you an additional research tool in terms of learning more about a particular marketing trick or idea featured. For instance, you might be interested in finding a source for printable advertising specialties such as pens, calendars, coffee mugs, and memo pads, and you may be able to find a source for these items online. In a nutshell, the numerous web resources throughout this book are fantastic research tools that enable you to quickly explore and compile further data and information about a particular marketing idea, activity, or strategy that you would like to learn more about.
007 Book Resources
Located at the end of each chapter is a suggested additional reading list, the purpose of which is not to promote or endorse any one author, book title, or publisher. The book resources are there to give you a research tool in terms of finding additional information and advice about specific marketing activities and strategies. Likewise, the suggested reading list is not meant to inspire you to run out and spend hundreds of dollars on new books, though investments made into products that can assist you to become a better business operator and marketer are without question wise business and personal investments. However, once again do not feel compelled to purchase these titles. If you come across one that interests you, start your search at the local library and take it for a marketing test drive first, so to speak.
Entrepreneur Magazine’s Ultimate Small Business Marketing Guide is the most authoritative and comprehensive marketing book available. This book gives you the ability to identify numerous great marketing ideas that will work for your small business. Harness the power of this book and put it to work for you starting today.
RESEARCH, PLANNING, AND COMPETITION
Marketing Tips for Your Business
Research serves to make building stones out of stumbling blocks.
—Arthur D. Little
THE MARKETING MUSTS
¢+ 008
To excel in education there are learning musts, to excel in sports there are training musts, and to excel in business there are marketing musts. I don’t want to overly simplify the marketing process, but the following are what I consider to be the marketing musts. Some of these tips, ideas, and tricks are repeated throughout this book, but that is because their significance to successful marketing cannot be overlooked or underestimated.
First Impressions Are Vital to Business Success
First impressions are lasting impressions and, therefore, you must make a conscious effort to always project the most professional business image possible. First impressions go well beyond personal contact with prospects and customers—making a great first impression must carry through all of your business and marketing activities. These areas include the visual appearance or presentation of your store or office, company transportation, signage, printed marketing materials, product displays and packaging, service delivery, and all forms of advertising.
Always Build Win-Win Business Relationships
It should come as no surprise that in order to be successful in business it is smart to build win-win situations in terms of all your business relationships. You cannot expect customers, employees, business alliances, and suppliers to be loyal to your brand, treat you with respect, and believe in your business unless you strive to build situations and relationships in which they all stand to win as much as, if not more than you do.
Develop a Clearly Defined, Unique Selling Proposition
One, if not the biggest, marketing must is to have a clearly defined, unique selling proposition. This is nothing more than a fancy way of asking the vital question, Why will people choose to do business with you and purchase your product or service instead of doing business with a competitor and buying their product or service?
In other words, what one feature or combination of features is going to separate your business from competitors? Will it be better service, a longer warranty, better selection, longer business hours, more flexible payment options, or a combination of all these and more? You should be able to sum up your unique selling proposition in one clearly defined sentence that makes customers say, I understand why I should buy from you.
Know Who Your Customers Are and What They Need
An obvious, but much overlooked and underestimated, marketing must is to know who your customers are and what their needs are at all times. The reason I say overlooked and underestimated is because it becomes much too easy to assume you know who your customers are and what they need, especially if you have been in business for a while—complacency kicks off its shoes, and sits for a spell. Customers change, their needs change, and the marketplace and competition constantly changes. Consequently, the task of knowing who your customers are and what they truly need is an ongoing, ever-evolving process that requires your constant attention if you plan on staying one step ahead of the competition and want to make a profit.
Make It Easy for People to Do Business with You
Making it easy for people to do business with you is a marketing must that transcends all industries and marketplaces worldwide. You must always remain cognizant of the fact that few if any customers will work hard just for the privilege of giving you their hard-earned money. The shoe is on the other foot—you must work hard to earn your customers’ business and make it as easy as possible for them to do business with you. Making it easy for people to do business with you means that you have to be accessible. Your staff should be knowledgeable about the products and services you sell, and you must be able to provide customers with what they want and need when they want and need it.
Make Customer Service One of Your Top Priorities
How important is customer service? Even if you ignore the simple fact that without customers you have no business and concentrate only on the proven fact that it is ten times easier to sell to an existing customer than to try to find a new one, it is safe to say that customer service is very important to every business and definitely qualifies as a marketing must! Tear apart your current customer service program and policies and carefully analyze everything that you are doing now. What can be improved and what will have the biggest beneficial impact right away? The sad truth about customer service is that if you are not prepared to go the extra mile for your customers, a competitor gladly will.
Talk Is Cheap, Prove It to Them
Proof is one of the small-business owner’s most tangible and marketable assets, making it an absolute marketing must. With proof will come credibility and trust, all of which will go a long way to build your business. Don’t just tell prospects and customers how great your products and services are—show them, educate them, and prove to them beyond any doubt that your marketing claims are built on results, not something that you just pulled from thin air. Use customer testimonials, statistics, and, most of all, be prepared to overcome objections with believable and credible explanations if you want to earn your customers’ business and loyalty for life.
Always Sell the Benefits
Your advertising, your sales presentations, your printed marketing materials, your product packaging, your trade show exhibit, your signage—every time that any person comes into contact with any marketing message from your business, you must always be selling the benefits associated with your product or service and not the features. A treadmill may have 30 features, but the salable benefit is the fact that if you buy and use the treadmill you will become more physically fit. This can be translated into selling terms such as you will lose weight, you will become healthier, you will enjoy increased self-confidence, and you might even live longer. Clearly demonstrate to prospects how your product or service will benefit them and you will sell more. This is a marketing must that should be practiced by all small-business owners.
Make Branding the Cornerstone of Your Marketing Activities
Brands sell; they don’t have to be sold. That should be more than enough argument to convince all small-business owners that they should be making an effort to make branding the cornerstone of all their marketing activities. Develop a unified corporate image and marketing message and consistently project and deliver both in all your business and marketing activities. If brand management becomes a regular business activity, then brand management becomes habitual and not an afterthought.
Constant Contact, Follow-Up, and Follow-Through with All Customers
Constant contact, follow-up, and follow-through with customers should be the mantra of every small-business owner and without question a wise marketing must to employ. Talk is cheap, and customers are never won for the long term by what you say, but instead by what you do. Keep in close contact with customers so you know what they need. Follow up with customers after the sale to make sure they are 100 percent happy with their purchase. Follow through on every promise you make. Best of all, this is very easily accomplished by building and maintaining a customer database system that enables you to update customer files, plug in their individual needs, and track their purchasing history and overall satisfaction with your business, employees, and what you are selling them.
Reduce Buying Risk to Increase Profits
What is the biggest obstacle to overcome to ensure that prospects buy and that customers buy more and more often? Risk. You must develop ways to reduce the risk associated with buying your goods or services, especially if you are a new start-up business, introducing a product or service, or have plans for rapid growth and increased market share. You can reduce risk by offering trial product or service periods, no-hassle money-back guarantees, installment and other creative payment plans, and by using customer testimonials that show prospects that other people have bought before them and have benefited because of it. Reducing buying risk is a marketing must for small-business owners that have yet to establish brandname awareness and brand trust in their trading areas.
Always Grab Their Attention
Every marketing activity you engage in must be designed in such a way that it grabs the attention of your target audience. Your print advertisements and headlines must leap off the page screaming, Look at me!
Your signage must grab so much attention that people will turn so quickly to see it they run the risk of getting whiplash. Your radio and television advertisements must make people turn up the volume at the mere mention of your business name, product, or service. And your window displays must nearly cause auto accidents as passing motorists slam on the brakes to check them out. If you want to stand out in today’s extremely competitive business environment, then everything you do to market your business must be aimed at grabbing the attention of your target audience. A small-business owner cannot waste money on marketing activities aimed at building awareness solely through repeated exposure—if you do, you will go broke long before this is ever accomplished. Instead, every marketing activity you engage in has to put money back in your pocket so you can continue to grow your business. And this can only be accomplished by grabbing your target audience’s attention and pulling them into your store, office, web site, trade show booth, or sales presentation to find out more and to buy what you are selling.
Always Ask for the Sale
Marketing, advertising, and promotional activities are completely worthless regardless of how clever they are or how much money you spent to develop them or even if they are perfectly aimed at your target audience unless one simple thing is done: ask for the sale. Remember, as much as it helps to be a great salesperson, an advertising copywriting whiz, or a public relations specialist, the average small-business owner will win more times than not by following one simple rule: Always ask for the sale. In your advertising, ask people to buy. In your store, ask people to buy. In your signage, ask people to buy. In your promotional materials, ask people to buy. The last eight words that you ever say to a prospect or current customer should be, How would you like to pay for that?
Master the Art of Negotiation
Becoming a master in the art of negotiation provides two benefits. First, it will enable you to never leave money on the table in terms of negotiating with a customer over a sale. And second, when you know how to negotiate, you will buy products and services for resale or use in your business for less and, more importantly, on better terms. Learning to negotiate forces you to question the other person’s motivations or responses rather than simply accepting them without explanation. Simply learning to master the art of negotiation will increase the average small-business owner’s bottom-line profits by 5 percent or more annually, based on nothing more than selling your goods and services for 2.5 percent more and paying suppliers 2.5 percent less. And when you look at it in these basic terms, you see how 2.5 percent would seldom be the basis of a deal breaker with customers or suppliers.
Go Out of Your Way to Get Involved
Also an important marketing must is to get involved with the community that supports your business. Go out of your way to help local charities and community events. Join associations and clubs that concentrate on programs and policies that are designed to improve the local community for the better of all residents. Besides the fact that it is every small-business owner’s responsibility to help support the local community, going out of your way to get involved will open many new doors in terms of networking, prospecting, and increased selling opportunities.
Never Stop Investing in Yourself
The final marketing must is to never stop investing in ways to make yourself a better businessperson and marketer. Buy and read marketing books, magazines, reports, and industry publications. Attend marketing seminars, workshops, and training courses. Invest in equipment and technology that will help to improve your marketing efficiency—things such as computers and software, multifunction telephone systems, and office equipment that will increase productivity and profitability.
SEVEN Ps OF MARKETING
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1. Product. To begin with, develop the habit of looking at your product as though you were an outside marketing consultant brought in to help your company decide whether or not it’s in the right business at this time.
2. Prices. Develop the habit of continually examining and reexamining the prices of the products and services you sell to make sure they’re still appropriate to the realities of the current market.
3. Promotion. The third habit in marketing and sales is to think in terms of promotion all the time. Promotion includes all the ways you tell your customers about your products or services and how you then market and sell to them.
4. Place. The fourth P in the marketing mix is the place where your product or service is actually sold. Develop the habit of reviewing and reflecting upon the exact location where the customer meets the salesperson. Sometimes a change in place can lead to a rapid increase in sales.
5. Packaging. Develop the habit of standing back and looking at every visual element in the packaging of your product or service through the eyes of a critical prospect. Remember, people form their first impression about you within the first 30 seconds of seeing you or some element of your company. Small improvements in the packaging or external appearance of your product or service can often lead to completely different reactions from your customers.
6. Positioning. You should develop the habit of thinking continually about how you are positioned in the hearts and minds of your customers. How do people think and talk about you when you’re not present? How do people think and talk about your company? What positioning do you have in your market, in terms of the specific words people use when they describe you and your offerings to others?
7. People. Develop the habit of thinking in terms of the people inside and outside of your business who are responsible for every element of your sales and marketing strategy and activities.
By Brian Tracy. Excerpted from The Great Big Book of Business Lists by Entrepreneur Press.
Web Resource
010 www.briantracy.com: Sales and motivational training, information, products, programs, and services.
DOING YOUR RESEARCH: WHY SPEND TIME RESEARCHING?
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A marketing plan is only as strong as the research foundation that it is built on; a lack of research makes the plan just words on pages and nothing more. A marketing plan is a strategy, a road map compiled from information about how and when you will reach certain objectives and goals. The research that goes into the planning process is what makes all of the planning, goals, and objectives feasible and attainable. By researching the various components of business—customers, products, services, competition, marketplace trends, customer service, the industry as a whole, and technology—you gain the insights you need to construct the marketing plan. It has often been said that failing to plan in business is planning to fail. However, without research, a plan is purely fiction; assumptions based on what you think or, even more, what you hope might happen. Without research you do not know if you are paying too much for an advertisement, or if that advertisement even reaches your target audience. But then again you wouldn’t know who the target audience is because there was no research conducted to identify the target audience. It’s funny, we might spend a day researching various kinds of DVD players before we buy one—the manufacturer, the warranty, the features, the price, and the reputation. All this work spent researching an item that costs under $100. And even worse, it’s an item that has no direct impact on our income or livelihood. But how much time did you spend on research before you committed to that $500-a-month Yellow Pages ad, or that $2,000 golf tournament sponsorship, or the $5,000 you spent to have a new four-page color brochure designed and printed? At some point we are all guilty of not committing to a business plan and conducting the proper research to create one. This includes neglecting to conduct the proper analysis to maximize that plan and not putting forth the effort to ensure the best results, business success, and profitability. However, knowing this is the first step to committing to a new marketing plan, or revamping the marketing plan.
Simply put, research gives you answers so you don’t have to make assumptions. Here are a few examples of what research could reveal:
• Whether shoppers are prepared to pay $200 for your custom-manufactured picnic tables before you invest $100,000 in the manufacturing facility
• If the local marketplace can support a fifth weekly newspaper before you get the presses rolling
• Whether expanded store hours will make your business more profitable before you hire ten new employees to meet staffing requirements
• If your product will sell overseas before you set up international distribution channels.
DEFINING PRIMARY DATA
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Primary data is the data and information that you generate through various methods of research or that you collect from your customers, suppliers, employees, subcontractors, prospects, and business alliances. The ways you can collect or generate primary data for research and marketing planning purposes is nearly unlimited. Some forms, such as formal surveys, cost money to develop, conduct, tabulate, and analyze while other methods, such as listening to what your customers are telling you, are absolutely free for the taking. Here are a few ways that you can collect or generate primary data:
• Talk to customers, employees, suppliers, and business alliances
• Conduct formal or informal surveys and polls and question people to learn more about your customers, market, products, and services
• Host sessions or focus groups
• Analyze your customer and prospect database to learn more about your customers’ buying habits and your prospects’ needs
• Conduct product or service sampling exercises and demonstrations
• Install a suggestion box in your store, office, or web site, and encourage employees and customers to make suggestions, comments, or complaints
• Make general observations about your store, customers, products, services, and marketplace and record these observations
• Observe the competition and compare.
These are only a few ways to collect and record primary data about your business, products, services, customers, and marketplace. There are many more, some of which are featured later in this chapter. Business owners are surrounded by primary data; the key to success is not to be oblivious to this information. Make a conscious effort to collect and compile this data so that it can be analyzed and acted upon accordingly for the benefit of your business and bottom-line profits.
DEFINING SECONDARY DATA
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As the name suggests, secondary data comes from outside or secondary sources such as government agencies, nonprofit organizations, business associations, and privately and publicly held corporations that have generated, collected, and compiled the data. Like primary data, this information can be used to learn more about your business, customers, competition, and industry—basically any aspect of business or marketing that you want to understand better for the benefit of your business or position in the marketplace. Obtaining secondary data for research and planning purposes is very easy; it’s everywhere, and, much like primary data, the vast majority of secondary data is free for