Direct & Word-of-Mouth Marketing ©1987 – 2008 Allen E. Fishman.

Direct & Word-of-MouthMarketing

©1987 – 2008 Allen E. Fishman

Direct MarketingList/Database Management

Maintain an internal customer database.

Rent a managed list of potential customers.


Direct Marketing

Telemarketing Be sure to follow

national and local telemarketing laws.

Fax Marketing Be sure to follow

national and local fax laws.


Direct Marketing

Direct Mail Letters, postcards, invitations,

brochures, etc. News articles, reprints, etc.

E-Mail Marketing Educational topics, offers, invitations,

newsletters and announcements


Bulk E-Mail Marketing

One-on-one targeting of exact customer

Easy to change content and update offering

Can engage a server that is set up to get through spam blockers©1987 – 2008 Allen E. Fishman

Bulk E-Mail Marketing Use telemarketing to obtain e-mail

addresses for your database contacts.

Names and e-mail addresses obtained through an opt-in option on your Web site can be used for e-mail campaigns.

Bulk e-mail marketing is low cost once you have the e-mail addresses.


Word-of-Mouth MarketingWord-of-mouth marketing is the most honest form of marketing, building upon people’s natural desire to share their experiences with family, friends and colleagues.


Word-of-Mouth Marketing

Two Types of Word-of-Mouth Referrals

1. Asked for

2. Out of the blue

JUSTASK


Out-of-the-Blue Referrals

QUESTIONHow many sales people

do you have?


Customer Relationship Management




Recognize that a happy customer is the greatest endorsement.

Create customer enthusiasm instead of pushing marketing messages.

Provide something worth talking about.



Listen to consumers.

Listen and respond to your supporters, to your detractors and to those who are neutral.



Provide tools that make it easier for them to share their opinions.

Study how, where and when opinions are being shared.

Promptly and honestly respond to their concerns.



Educate people about your products and services.

Identify people most likely to share their opinions with others.



Find the right people and connect them to each other.

Help new communities to form.

Participate in and support existing communities and conversations.


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Asked-For Referrals

I

Love

Refer

rals

!


Asked-For ReferralsWho do you ask for referrals?

How do you ask for referrals?

Do you reward people for referrals? For example, give your client a

coupon/discount/reward for every referral that becomes a customer.


Asked-For Referrals

Give your clients extra service and follow-up support before asking for referrals.

When you give willingly to your customers, they will return the favor.

Have a formal referral program.


Asked-For Referrals Top 20% of Customers: Not all your customers are referral candidates

Find the top 20% of your customers who are ecstatic about your business and ask them for referrals.

Make sure their network consists of the type of client(s) you want.

Reinforce your value. (WIIFM)


Asked-For Referrals

Ask prospects and influencers for referrals.

Ask if they buy.

Ask if they do not buy.

Ask when they say something good.


Asked-For Referrals Type of Customer: Inform your referring clients of the type of customers you can help.

Provide a clear picture of the customer demographics for your small business.

Educate them on services they may not be using so they can effectively refer.


Networking


Networking Networking is making and using

contacts for a mutual benefit.

Networking is not a time to sell, but a time to make contacts.

Ask about their businesses and then tell them about yours.

Find out if you can benefit each other.


Networking Relationships can generate direct

business or referrals.

Join your local chamber or Rotary Club.

Join industry trade groups.


Networking: Events to Attend

Focus on events that attract your target prospect.

Attend events outside the typical type of event you normally go to as there is likely to be less competition.

Upcoming Events


Networking: Events to Attend

Treat every event you attend as a networking opportunity.

If you belong to a group, get on a committee.


Event NetworkingHave your 30-second commercial

(elevator speech) prepared.

Have you own name tag with a BIG first name and smaller business name.

MS Enterprises, Inc.

MarySmith


Event Networking

Be the first to arrive. State your name, business and a quick

value statement when introduced.


Event Networking

Be aware of your body language when you are speaking to others.


Networking

Make connections with others by being a resource.

Do not refer others unless you know they are a quality individual or company.


Networking: Business Cards

Carry business cards at all times!

Does your business card convey the needed message?

Consider including a picture on your business card for better recollection as people can usually only remember names for 24 hours.


Networking: Business CardsThe difference a picture makes.


Networking: Business Cards

When you get someone’s business card, make a note on the back to jar your memory when giving them a call.


Networking

When networking remember to:

Listen as this will help you understand their potential pains or challenges.

Use FORE (Family, Occupation, Recreation, Entertainment) to create a bonding conversation.


NetworkingWhen networking remember to:

Ask potential prospect “How can I help you?”

Make an appointment to get together right away.

Follow-up with handwritten notes or cards.


Networking: PipelineHow often do you contact your

prospects?

What are you sending or saying to them?

What is your call to action?YourCompany


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Integrated Marketing Plan

Word-of-Mouth Marketing should be an integral part of your integrated marketing plan.



Questions?

Direct & Word-of-Mouth Marketing ©1987 – 2008 Allen E. Fishman.

Documents

Transcript of Direct & Word-of-Mouth Marketing ©1987 – 2008 Allen E. Fishman.