Tags |
|
|
Links |
|
|
Other Added - Your Marketing - From The Couch To The Cash Register
It’s now the fifth day of your journey through your Yellow Page advertising. You’re picked a great headline, sub-head, picture, and text. You’re almost done. But there is some work ahead. Have you chosen the proper size, colors, and placement? Because of your budget constrains, you probably chose an ad based on what you could afford at the time. So let’s say you bought a quarter-page for $500 a month and figure it’s doing it’s job. Or is it? Suppose your main competition has a full-page, and then there are two half-pages and a one-third page ad, all before yours. Bei
Now we’ll run the same example with a message that clearly has a road for this customer to follow. You run an advertisement in the Sunday paper. The advertisement is designed in a way that creates a clear path: a visit to your website. She will visit your website because you have an
Back during the late nineties, a conversation at a swank Auburn Hills, Michigan, French bistro turned heated when the talk shifted from personal pleasantries to discussing the ending of one of the most storied names in the automotive world: Oldsmobile. Gathered together in a separate room, the eight men and one woman were tasked with the responsibility of plotting multi-brand strategy for General Motors as well as to discuss concept cars that would make it off of design team drawing boards and onto production lines.Suddenly, a red faced, balding middle aged ma
When somebody hears your message or sees your logo from some medium you have created, what does the path from that first ‘touch’ to your cash register look like?
We call this path the yellow brick road. If your yellow brick road is well built, then your customer will follow a developed path from a recognition point to your cash register. If your road is not well built, there is confusion in your message and because of others’ more developed avenues, this customer will end up at your competitor’s cash register. Therefore, your road must stand out, and it must be designed in a way that will lead the customer through a predetermined path with a transaction being the primary goal.
An example of a marketing plan without any such road is one that puts advertising out into the community and does not have a clear actionable next step; or one that has the clear and actionable step, but the step is too big for the customer who is not ready to make an immediate purchase. A person who has been casually contemplating the purchase of your product will not react to a “One Day Sale Next Friday” advertisement. She may consider dropping by your store next Friday during your advertised sale, but chances are that will be forgotten after five minutes. This customer has no path to follow because the timing and the conditions were not yet right for her.
Your advertising in this case, has been somewhat wasted. A woman who will make a purchase in the next six months received it, but the only option that you gave her was to buy next Friday. You do not know who she is and you have no way of following up with her.
Your own aimless advertising cost yourself a warm lead.
The only way to keep in touch with this person is to continue to run costly advertising, and maybe, just maybe, when she is ready to purchase, she will receive another one of your mailers or hear your radio commercial and she will come right in and buy from you. I would not hold my breath if I were you.
Now we’ll run the same example with a message that clearly has a road for this customer to follow. You run an advertisement in the Sunday paper. The advertisement is designed in a way that creates a clear path: a visit to your website. She will visit your website because you have an
Starting a new business? Whether you're a therapist beginning a private practice, a dog groomer starting a new mobile service or an eBay seller opening an eBay store with dropshipped products, one of the most important keys to your success is to write a business plan, an outline which serves as a roadmap for your business. Here are some of the reasons why a business plan should be one of your first priorities.1. Helps You see if This is the Right Business for YouA business plan will help you to readily see if you really have the desire and interest t
An example of a marketing plan without any such road is one that puts advertising out into the community and does not have a clear actionable next step; or one that has the clear and actionable step, but the step is too big for the customer who is not ready to make an immediate purchase. A person who has been casually contemplating the purchase of your product will not react to a “One Day Sale Next Friday” advertisement. She may consider dropping by your store next Friday during your advertised sale, but chances are that will be forgotten after five minutes. This customer has no path to follow because the timing and the conditions were not yet right for her.
Your advertising in this case, has been somewhat wasted. A woman who will make a purchase in the next six months received it, but the only option that you gave her was to buy next Friday. You do not know who she is and you have no way of following up with her.
Your own aimless advertising cost yourself a warm lead.
The only way to keep in touch with this person is to continue to run costly advertising, and maybe, just maybe, when she is ready to purchase, she will receive another one of your mailers or hear your radio commercial and she will come right in and buy from you. I would not hold my breath if I were you.
Now we’ll run the same example with a message that clearly has a road for this customer to follow. You run an advertisement in the Sunday paper. The advertisement is designed in a way that creates a clear path: a visit to your website. She will visit your website because you have an
One of the biggest mistakes both new and experienced managers make is making top-down decisions which impact lower levels, departments or individuals within the organization without discovering a bottom-up perspective on whether or how those decisions will work in the long term. Time and time again in my consulting with clients, I have seen top-down decisions arrived at in the board room or on the golf course, implemented without any regard for the reality that existed within the organization. The effect of these top-down decisions can negatively impact:1. Mor
Your advertising in this case, has been somewhat wasted. A woman who will make a purchase in the next six months received it, but the only option that you gave her was to buy next Friday. You do not know who she is and you have no way of following up with her.
Your own aimless advertising cost yourself a warm lead.
The only way to keep in touch with this person is to continue to run costly advertising, and maybe, just maybe, when she is ready to purchase, she will receive another one of your mailers or hear your radio commercial and she will come right in and buy from you. I would not hold my breath if I were you.
Now we’ll run the same example with a message that clearly has a road for this customer to follow. You run an advertisement in the Sunday paper. The advertisement is designed in a way that creates a clear path: a visit to your website. She will visit your website because you have an
Looking for a new job?I'm about to reveal one of the most powerful cover letter tips you'll ever discover. This little-known secret can dramatically increase your job interview requests all by itself.Here's a 'not-so-subtle' hint for you:P.S. -- This tip works like a charm and commands the attention of every reader!Did you catch that hint? It's true, by adding a simple P.S. -- or Post Script -- after your signature, at the bottom of your cover letter you can literally grab the undivided attention of any person reading it. And, if your P.S.
Your advertising in this case, has been somewhat wasted. A woman who will make a purchase in the next six months received it, but the only option that you gave her was to buy next Friday. You do not know who she is and you have no way of following up with her.
Your own aimless advertising cost yourself a warm lead.
The only way to keep in touch with this person is to continue to run costly advertising, and maybe, just maybe, when she is ready to purchase, she will receive another one of your mailers or hear your radio commercial and she will come right in and buy from you. I would not hold my breath if I were you.
Now we’ll run the same example with a message that clearly has a road for this customer to follow. You run an advertisement in the Sunday paper. The advertisement is designed in a way that creates a clear path: a visit to your website. She will visit your website because you have an
As a child, you probably heard, "to thine own self be true." But what does that really mean? When the newspapers are full of cheating and lying business owners, politicians, and academics, does it really make sense to maintain your integrity?To me, the answer is a clear, unwaffling YES! Without your integrity, you really don't have a business or a career--just a waiting game until you world comes crashing down around you.But fear of being caught isn't the reason to live your life with integrity. The real reasons are that it helps you get to where you re
Now we’ll run the same example with a message that clearly has a road for this customer to follow. You run an advertisement in the Sunday paper. The advertisement is designed in a way that creates a clear path: a visit to your website. She will visit your website because you have an offer that both interests and engages her; something that caught her eye and sparked her interest. This could be anything from a product recommendation tool your website offers, to a free book about how to pick the perfect product. You will intrigue her enough that she will take the first step down this path. This is powerful because when she goes to the website or calls you on the phone, you will capture her information.
The minute that you capture her information, you have capitalized on your marketing investment. Information, when it is in the right hands, is as good as cash.
Therefore, instead of positioning your advertising, or any other marketing program, to go right for the sale, you should instead also create a more comfortable step for people to take that will give them something of value in exchange for their information.
When you have their information, this puts them on your road. Once they are on your road, you will have everything choreographed so that you touch these future customers as often as possible in a systematic way. With these frequent touches you will be keeping that top-of-mind awareness and you will be flying a holding pattern until they are ready to buy.
Each piece that you put out into the community will have a specific objective about where you want them to go. You will have to choose the destination (website, phone, or to stop in) based on your chances of success of actually getting them there. This being said, obviously, you want them to come into the store, but this is the hardest objective to achieve.
You must understand the proper objective of marketing. This objective will be one of three things. It will either lead the future customer to click, call, or stop in. It is important that you understand your own path as to deliver a clear message to the customer.
When your path is well structured, it will lead right from the customer’s couch to your cash register.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.otheradded.com/article/29420/otheradded-Your-Marketing--From-The-Couch-To-The-Cash-Register.html">Your Marketing - From The Couch To The Cash Register</a>
BB link (for phorums):
[url=http://www.otheradded.com/article/29420/otheradded-Your-Marketing--From-The-Couch-To-The-Cash-Register.html]Your Marketing - From The Couch To The Cash Register[/url]
Related Articles:
How To Reveal Opportunities And Deal With Change
The Importance of Customer Surveys
Bookmark it:
|