Grill Up a Mouth-Watering Marketing Campaign sept. 12
28
1
-
Upload
cole-information -
Category
Documents
-
view
581 -
download
3
description
What do cooler temperatures, football and a gas grill have in common with marketing small business? Plenty and it starts with tailgating—an afternoon that includes donning your favorite team’s colors, eating, throwing the pigskin around and spending time with family and friends. If you’ve ever attended or been in charge of a tailgating party, there’s more than meets the eye than food, fun and fellowship. It’s called preparation and there’s plenty of work that goes into it. This Small Business Marketing 101 webinar will touch on the six components needed to ensure a success tailgate & marketing campaign. We'll cover everything from the planning to the guest list.
Transcript of Grill Up a Mouth-Watering Marketing Campaign sept. 12
1
Session Framework
•6 key ingredients to a marketing campaign sizzle.
•Taste of some best practice examples.
•Close with five action points to start on today.
3
• Cole Directory • Published in 1947• “Blue Book”• Crisscross directory of addresses & phone numbers
• Invaluable information for a number of industries:
• Telemarketing• Debt collection • Law enforcement
• Today, web-based lead generation for businesses.
Then & Now
Features:• Webinars• Playbook
download• Articles• Buddy’s Blog• Resources
•America’s favorite pastime •Marketing similarities•Score big = more
•Sales •Leads•Opportunity
Tailgating
Flickr via thebusybrain
Start with a Vision
Start with a Vision
•What do you hope to accomplish?•Best case scenario? •What steps are necessary to reach your goal?
•Market research•Clear objectives•Media tactics•Budget •Measurable goals
Planning & Prep
Flickr via Pen Waggener
Marketing Campaign Audience:• Unique audience• Neighborhood• Niche Demographics
Guest List
Flickr via makeshiftlove
In house files contain information on:
•130 million households
•19 million business
•Direct mail & telemarketing
•Referral marketing
•Customer cloning
•View neighbors
Cole Information
Flickr via makeshiftlove
Average household receives 2 mail pieces per day
•Tailor it to specific individual.
•Make it relevant to their life.
•Pay attention to their needs!
Make it Personal
Flickr via makeshiftlove
Make it Personal
Make it Personal
14
Sell the Dream
15
16
Make it Easy
17
18
Show Value
19
What sets you apart?
What is your offer?
20
Follow with a Call
• Introduction:• Be clear –“Hi I’m Lora Ullerich,
your local agent/service provider…”• Stress local –Differentiates you from those UNKNOWN callers.
21
Approach & Offer
• Approach:– “I just wrote a new policy for Bob Smith and was
able to save him a bunch of money on his homeowners insurance.”
• Alternate: – “Bob Smith is a good customer of mine and gave
me your name.”– “Your neighbor, Bob Smith, recommended that I
call...”
22
Approach & Offer
• Offer:– “I would like an opportunity to quote on your
homeowners insurance to see if I’m able to save you money like I was able to for Bob?”
– “Could I set an appointment to stop buy and prepare a quote for your homeowners insurance?”
– “Is there a better time I can call and ask questions to prepare a quote on your insurance?”
Claim your Virtual locations:•http://getlisted.org/
•Facebook•FoursquareThink about:•Website •Blog•Pinterest
Prime Spot
Keep in mind: •Your main objectives for this campaign.
•The audience you’re looking to target.•Tactics involved including:
•Direct mail •Telemarketing•Traditional advertising•Social media advertising
•Creating a sense of urgency•Call-to-action
•Be specific!
Execution
Ask yourself:
•What worked?
•What didn’t?
•What could be done better for
the future?
Clean Up
Flickr via HoskingIndustries
Once again, track and measure
Track & Measure
•Come up with a game plan that’s got some meat to it.
•Make sure you’ve got the necessary ingredients and the
right message.
•Find your niche audience you want to reach.
•Come game day, pick the prime location & infuse some fun!
•What play bombed? What play tanked?
5 Action Points
8
