Carl Kilvington

Business & Marketing Advisor/Coach/Mentor

Internet/Online Marketing Strategy & Implementation

Information Product creation

Marketing with Video

Copywriting…that get’s people to happily buy

If you need help, please email me at

carl@carlkilvington.com

Formerly worked with…

The Business Landscape

The Business Landscape

80%

It’s worth considering…

• Which group you currently belong to?

• Which group you aspire to be part of?

The Key Factor…

HOW you make people FEEL

- Poor experience (part of the 80%)

- Average or mediocre (part of the 80%)

- Good but inconsistent (part of the 15%)

- Outstanding (part of the 4%, 1%, )

Business Success - Fact

Great Wealth businesses have 2 things in common:

1. Scalability

2. Predictability

It’s going to get harder…anytime soon

http://www.ukpublicspending.co.uk

Sunday Times 31st August 2014

Marketing in the NEW economy

The forever recession ~ Seth Godin Former VP - Direct Marketing for Yahoo, Author, Business Guru

• The world is changing

• The Principles of marketing still apply but the Techniquesneed to be different

If you don’t have a “System for Marketing”then any sales you want to make will depend on

your ”Customers System for Buying”…

and it’s unlikely they have the same desire to buy from you as you have to sell to them.

Consequently, it is extremely important to understand what people

really want and why people buy

As a business Owner or Manager, it is critically important that you have an understanding of…

Human Behaviour

People WANT…to experience pleasure,

and avoid pain

People will pay more if you provide them with “Outstanding Value”

and if you “Make them feel better”

How do you know you’re offering your customers and prospective customers what they WANT?

WHEN did you last ASK them?...if at all

Ask yourself:- HOW can I make them feel better...?- HOW can I add more value to their experience…?

“People do business with people they Know, Like and Trust” ~ Dale Carnegie

If you give lots of great value, you deliver what you promise people, and then you…

stay in touch…

…You have a much better chance of havingpeople Know you, Like you and Trust you enough to give you their business time and time again:-)

There’s Only 3 Ways to Grow a Business

1. Increase the Number of Transactions (Get more new customers)

2. Increase the Average Transaction Value (Get current customers to spend more)

3. Increase the Transaction Frequency (Get customers to come back more often)

~ Jay Abraham

The ONLY 2 reasons WHY People DON’T buy from you…

1. They don’t DESIRE what you have to offer

2. They don’t BELIEVE your claim or offer

The 2 DRIVERS…

…that cause people to BUY or NOT BUY

Opportunity v Risk

The aim is to make an “irresistible offer” that removes the risk

Motivation and Decision Making

• Intrinsic

• Extrinsic

• The part of the brain that controls decision making is not connected to the part that controls language

• Internal v External

Decisions are made by EMOTION and justified by rationalising afterwards

12 Triggers to Motivation

1. Magnet (move towards or away from)

2. Desire

3. Trust

4. New

5. Mystery

6. Bargain

7. Reaction & Relevance (based on recent event or popularity) i.e. Pulled Pork

8. Personal gain (greed)

9. Positive expectancy

10. Third party facts and data

11. Significance (want to look or feel important)

12. Inclusion (want to be part of something)

Customer Key Drivers

• CERTAINTY

• Convenience

• Value v Price

• Quality

• Service

• Great Experience (feel good factor)

• Lifestyle

The Law of Attraction

• You attract what you give out

• You attract who you are

Vibes / Feelings

• Good vibes

• Bad vibes

WHAT vibes and feeling are you sending out with your marketing, premises, service, food?

Question - Are you attracting your “IDEAL customer”? (major factor in profitability)

Action – Create a detailed AVATAR for your ideal customer

Exercise

• Create an AVATAR – Your “Ideal customer” 10 minutes

• Feedback 5 minutes

The SHIFT in Marketing…

From

• Top-down Marketing - result of who had the technology and budget

To

• Democratic Buying – All eligible citizens participate

= A “Review Economy” (as a result of the internet)

People’s buying decisions are influenced by what friends and colleagues buy

Multi-Modal is a MUST…

People SEARCH and RESPOND through different “modes” and formats

• Desktop, laptop, tablet, smartphone

• Website, Facebook, Twitter, SOTD, Review sites, leaflets and more…

• Video (deeper connection & future of search)

Do you know your numbers?

• Do you “measure” your marketing?

• How many “leads” do you generate per month?

• What’s your “cost per lead”?

• Do you have a “Sales Funnel”?

• What is your “conversion” rate?

• How many “return customers” do you get? (New v Returning)

• Where’s is the “area of greatest opportunity” for you?

• What is your “profit per sale”?

“I do not believe you can do today's job with yesterday's methods and be in business

tomorrow”

Nelson Jackson - Physician and automobile pioneer. In 1903, he and driving partner Sewall K. Crocker became the first people to drive an automobile across the United States.

“Real-Time”

Marketing(Customers-on-demand)

Need MORE Customers NOW?

The Common problems…

• General lack of customers

• Quiet days

• Quiet times of the day

• Unsure what type of marketing to be doing

• Little or no budget assigned

• Unsure how to…

- WHO has control? – Customer or BusinessIf you don’t have a “System for Marketing” then sales you want to make will depend on your “Customers System for Buying”

Common Marketing Situation

‘Reactive’

1. Business is quiet, there’s a lack of bookings

2. You call a meeting with staff for next day

3. Arrange to meet advertising rep

4. Arrange to have mailer produced

5. Arrange promotion – Discount voucher

6. 7-10 days later – Ready to go!

Cost - Time & Money

Real-Time Marketing

‘Proactive’ (permission based marketing)

- Puts you in control

- Immediate

- Target your quiet times

KEEPING IN TOUCH = Puts YOU in CONTROL

Why we Need to Keep in Touch? (K.L.T)

1. Keeping in touch builds the relationship

2. Know – Like - Trust

3. Consistency builds Reliability and Trust

4. Most of your competitors won’t do it

5. It gives you an ADVANTAGE

6. Customers feel empathy with you

7. Building a Customer List – Creates the most valuable Asset.

What we Need to do to Keep in Touch?

1. Capture customer contact details

2. Communicate a compelling offer

3. Communicate regularly to build depth of relationship

4. Ask for feedback on the things you do well

5. Ask for feedback on what you need to improve.

The Mechanics of Keeping in Touch

1. Comment Card - with compelling offer to “secure” contact details

2. Details to collect - name, email, mobile number. Twitter name and birthday date (optional)

Ask for Feedback

Compelling offer

Web Presence

Collect Customer Data

“24-7 Connection”

“In the Pocket”

“Real-Time” Marketing

(Communicate directly)

Highly Targeted!

Email Address – Subscriber list

Mobile / Cell phone – Number list

Twitter - Followers

Facebook - Fans

Email Services - Free

Email Services - Paid

Email – Auto Process

Email – Paid (example)

SMS Text - Manual

SMS Text – Software System

Your CRM / Booking System

Your message must PERSUADE

“People always buy EMOTIONALLY and justify rationally”

6 Principles of Ethical Persuasion

'Reciprocity' - people will buy from you if you do something nice for them first... they feel

compelled to reciprocate...

'Scarcity' - people will buy to avoid missing out on an offer...

'Liking' - people buy from people they know, like, and trust...

'Authority' - people buy from experts and authority figures...

'Social proof' - people buy from you when they see that other people like you and buy your

products...

'Commitment/consistency' - people buy from people that consistently and repeatedly contact them

with a sales offer...

Dr. Robert Cialdini - Influence

Craft a Compelling Offer…

• HEADLINE that grabs ATTENTION

• MESSAGE that generates INTEREST

• OFFER that creates DESIRE

• CALL TO ACTION that creates urgency to BUY

Exercise

• Create your OFFER - 10 minutes

• Feedback – 5 minutes

Opt-out

If you do not wish to hear from us

anymore, we will be sad to see you

go :( Please hit the reply button with

the word “STOP” in the subject lineText “STOP” to...

Imagine...

You’re business is deathly quiet

You need customers Tonight!

But...

You’ve collected

500 Email addresses 500 Mobile /Cell phone numbers

300 Twitter followers 200 Facebook fans

What this means...

500 emails x 2% conversion = 10 responses500 texts x 2% conversion = 10 responsesTotal responses = 201 Response booking/order = 2 to 4 dinersAssume 2 diners per responseTotal customers = 40Average customer spend per person = £10.0040 x £10.00 = £400 EXTRA money in your till

One targeted campaign per week (x 52 weeks) = £20,800

The 9 Step Process

1. Grab attention – Headline / Subject line / Title 2. Compelling offer – Message is “relevant” and of “interest”3. Create urgency - Time sensitive deadline / Expiry date or time4. Call-to-action (CTA) – Move from “Desire to Action”5. Measurable – Include a reference for ROI6. Opt-out – Always include link or instructions7. Send the email / SMS text8. Be ready to take – Enquiry / order / booking9. Feedback – Learn customer Likes, Dislikes and WANTS

Open Rates

Email – 19.6%(increasing with mobile)

SMS text – 99% (90% are read within 3 minutes)

Encourage Customers to...

1. Follow (Twitter)

2. Like (Facebook)

3. Circle (Google+)

4. Subscribe (YouTube)

5. Connect (LinkedIn)

Next Steps and Actions

Create your SYSTEM and PROCESS

1. Choose Email method (Free or paid)

2. Choose Text method (Manual or Software)

3. Assign Responsibilities (Who)

4. Agree and train for process

5. Follow the “9 Step Process”

6. Be consistent! (Builds reliability and Trust)

One last but important point…

The pace of change

• Faster than ever before and continuing to increase, driven by advances in technology and the internet

• KNOWLEDGE is power – Be a student first. Invest in your “Continual learning” to keep ahead of your competitors

~“It is not the strongest or the most intelligent who will survive but those

who can best manage change” ~ Charles Darwin

Questions & Answers

Marcus@FoodProfitsMembership.com

07977 126997

Mark@WeAreSpectacular.co.uk

07881 314385

Stuart@TheRestaurantInspectors.co.uk

07976 615048

carl@carlkilvington.com

07788 970331

www.facebook.com/FoodProfitsMembership.com

https://twitter.com/FoodProfits

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Thank you :-)

THE 7 Biggest Industry Problems…

1. A lack of customers…………………….

2. Staff problems……………………………

3. Poor cash flow and fear of bankruptcy…………………………………

4. Costs too high…………………………….

5. Food wastage……………………………..

6. Not making enough money………..

7. A lack of time……………………………..

! Concern and worry

! Customers pick up on

! Worry and stress

! Poor profit margin

! Waste of revenue & profit

! Lack of re-investment

! Lack of time off with family and friends

! Ill health