November 3 tactics to ensure next sale is around the corner
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Stretch your marketing dollars further by going hyperlocal. New research suggests the majority of consumers prefer spending their hard earned dollars close to home. Learn tactics to entice your closest neighbors to come through your small business’ front door. In this Small Business Marketing 101 Webcast, we'll explore three ways you effectively reach out to local consumers and ensure your next sale is around the corner. You'll come away with knowledge on: • Effective touch points for these next door consumers • How to stay top of mind in your community • How to extend your reach beyond a 5 mile radius
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November 3 tactics to ensure next sale is around the corner
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- 2. Session Framework • Bryce Curry • VP of Marketing and Product • Coleinformation.com • Lora Ullerich • Digital media specialist • Coleinformation.com 2
- 3. Session Framework • New research that’s pro-small business • Three effective prospect touch-points. • How to stay top of mind in your community. • Ways to extend your reach. • Questions? 3
- 4. •Cole Information Then & Now •Published in 1947 •Blue Book •Criss-cross directory of addresses and phone numbers •Invaluable information for: •Telemarketing •Debt collection •Law enforcement •Today, web-based lead generation for small business. 4
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- 7. Consumer Habits • Like to shop close to home • 1.3 million consumers polled • 85% spend money within 5 miles of home • They’re drive farther for special events • Like to be mobile • 91% of adults use cell phones • 56% are smart phones Source: 8coupons.com and Pew Internet and American Life Project 7
- 8. Small business can capitalize on this trend. 8
- 9. Hyper-Local Marketing • Shop small to support community • Consumer education focus • Plays off consumer’s needs, desires and wants • Combination of: • Traditional • Digital • Social/word of mouth 9
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- 11. So where do you start? 11
- 12. Drive Traffic to You Find new customers 12
- 13. The Event • Unique to your product/service • “Black” Friday/customer appreciation • Unique presentation/host • Partner with another small business for synergy. • Include a can’t-refuse offer/special for attendees only. 13
- 14. The Guest List • Rule of thumb: 60% of RSPV’s show up. • Invite 40% more RSVPs to ensure success. • Create a targeted list around brick and mortar. • Send a postcard out to the 5 mile radius • Cole Information provides unlimited up-to-date information. • Keep in mind: • Average age • Length of residence • home value 14
- 15. Up-To-Date MKGT List •45 million homeowners move each year •48 million workers switch jobs •Errors in human data entry
- 17. Curbside Intelligence Cole Home IQ •Fueled by GPS technology •Matches it up to industryleading database •Take immediate action •Call prospect •Tag records •Snap pictures •Take notes
- 18. Office Follow up
- 19. You Have a List… Now what?
- 20. Start with a Postcard • More than 50% of postcard marketing pieces are read. • Printing costs are as low as $.05 each. • Easier to address, read and keep. Source: DMA
- 21. Anatomy of a Postcard •Consistent branding •Consistent colors •Deadline •Logo •Call to action (Action you want them to take) •Contact information •Website and social media channels
- 22. The Offer 22
- 23. The Offer 23
- 24. Turn up the Radio! •92% listen to local AM/FM stations each week. •Ads on digital stations also an option. •Regular :30 commercials breaks. •Affordable market medium. •Broad prospect base and local target. •Be sure CTA is easy to remember.
- 25. The Event •Have outdoor signage, balloons, et. •Sign-in sheet asks for alternative contact info: •Email address •Cell phone number •Provide a presentation. •Include up-sell opportunities and shopable items. •Food and drink a must!
- 26. Follow-Up •Fifty percent never get called/emailed. •Takes 42 hours to follow-up. •1.63 call-back attempts. •Best practice: 6-9 call-back attempts. Source: Insidesales.com/responseaudit
- 27. Email Marketing •Regular communication via eNewsletter. •Emphasize unique content; don’t just sell. •Optimize for smart phones •i.e.:clickable phone numbers. •Subject lines short and powerful. •Include website and social media links. •Use email marketing services and have an opt-out.
- 28. Subject line Tips •Use “Review,” “Update,” “Special” and “Video”. •“Free delivery” for retail & commerce stores. •Consumers love a “sale” and specific offers off. •“Save” and “buy” have a negative effect. •“Cheap” and “free” are also lower opens and click through rates. Source: 2013 Adestra Subject Line Analysis Report
- 29. Email Marketing Subject has urgency Food and drink Gives back 29
- 34. Use Social Media •“Daily Deal” and “Lunch Special” keywords •#hashtags 34
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- 37. Use Social Media •Twitter.com/search •What do local tweets say? 37
- 38. Geo Targeted Marketing TM Hyper-local marketing: •Location based service apps •SMS text messaging Why it’s important: • Generate buzz = More traffic = More sales • Foster customer loyalty • Brand recognition How: •Check in at local venues/hotspots •Provide your own tips/favorites
- 39. Be on Google + •43% of all Google searches are local •More than 50% of mobile searches are local
- 40. Google + •Create a Google+ Account •https://plus.google.com •Go to Maps s ew evi •Add your Rbusiness on mr sto C Googleu Maps
- 42. Extend Your Reach Farther •Update your website. •Use social media to ask how people are using product/service around the country. •Create customer relationships by asking questions •Start a blog and reward feedback—good and bad.
- 43. Track & Measure – Once again, track and measure
- 44. 5 Action Points •Create an in-store event. •Use traditional media to direct traffic to your store. •Capture alternative contact details for unique follow-up opportunities. •Use social media to stay top of mind. •Add in a blog and use all forms of channels to get your message out and stay relevant.
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Editor's Notes
- Thanks for joining us for the Small Business Marketing 101 webcast: 3 tactics to ensure your next sale is around the corner.
- My Name is Lora Ullerich & I’m happy to be joined with Cole Information’s VP Of MKTG & product, Bryce Curry. Bryce, we talk all the time about helping small business find new customers in their own backyards—this is a passion of yours.
- Today we’re going to cover new research that’s pro-small business as well as three tactics we think will help you find new customers & say top of mind in your communities If you do have any questions, feel free to type your questions into the dashboard to the right of the screen & we’ll get to those. In addition, one lucky attendee will walk away with a $50 Amazon giftcard at the end of today’s webcast—so be sure to stay for that because you may get your name called!
- Before we get started, a little background about our company.
- We also have an online community, Cole Community.
- Has free downloads including marketing playbooks & also scripts Webcasts Buddy’s blog Articles and other resources www.colecommunity.com Before we get started, we wanted to get a pulse of today’s audience, so I’m going to launch the poll. How do you currently market to your neighbors? Through traditional marketing Digital marketing Social media marketing A combination of all types Or you’re not currently marketing right now
- (Poll results) New research shows home is where the heart is & also where people like to spend money. And it can seriously benefit Local marketers by staying local. What do I mean? A new study from 8Coupons.com indicates that a majority of US consumers spend often within a five mile radius of their home. Ergo, marketers who keep their ad dollars local or who use hyper-local targeting efforts are likely to increase traffic through their doors. One caveat, is they’re drive outside their 5 mile radius for special events—anniversary’s, birthdays, etc. In addition, when you consider that more than 90% of adults in the US own a cell phone and of those, more than half are using a smartphone, the number of folks using their phones and social media to find deals, mark purchases is going to increase. So how can small businesses captialize on this?
- Small business—no matter what your product or service—can capitalize on this trend.
- The answer is hyper-local marketing. It’s really like Small Business Saturday—where you encourage consumers to support their communities by shopping small—everything from where they buy their coffee, to their groceries, clothes, etc. It’s a local community orientated strategy that focuses on educating consumers in your locality about your particular products and services. it’s like a microscope that can focus right down on a city and even neighborhoods to marketing products more effectively. It really comes down to three tactics: Traditional marketing Digital marketing Social/word of mouth
- We feel there’s a lot of ways to do that, but it really comes down to three tactics that encompass everything from
- But let’s say you’re a small business that’s just starting out, where do you start??
- Finding customers is really as easy as creating as: 1) creating an in-store event with a unique offer or irresistible opportunity 2) Invite the neighbors to the event and telling them about the unique/irresistible offer 3) Ensure the event is well organized, capture additional details for regular post-event follow-up. Then build off the cycle & continue to build your customer base.
- The event needs to be unique to your product/service. as part of the that, make sure it’s a black Friday or customer appreciation or there’s a unique host. For example, if you’re a wine store, have a vitner come out & talk about his/her unique vineyard If you’re a cupcake store, have a cupcake and more night If you’re a boutique, have a fashion show w/ the latest collection & as part of that, there’s wine & cheese Maybe you’re a jeweler & you have a ring cleaning party where there’s free pedicures when ladies wait In addition to the event, make sure there’s a unique offer—like a one-time coupon for a percentage off or a
- When it comes to the guest list, usually around 60% of people invited show up—that’s because there’s last minute things that come. So to achieve your attendance goal be sure to get 40% additional RSVPs than you actually need. In other words, if you want 100 people to show up, aim to get 140 RSVPs
- Lists go bad! They decay by as much as 2% each month : http://blog.netprospex.com/2013/01/07/resolve-to-have-a-better-contact-database-in-2013/ That doesn’t seem like much, right? Wrong! When you consider this: According to the USPS: 45 million Americans 17% of Americans move each year That’s about 1 out of 6 families moves into a new neighborhood The us bureau of labor statistics said 48 million people changed jobs in 2011 Not to mention human data entry errors which account for 25 % of data quality issues. That’s why when you’re sending out postcards or making phone calls using a list that’s 6 months or a year old, your data is wrong! Returned mail Disconnected phones Undelivered emails That’s why Cole X-Dates is unlimited—we want you to download a new list for every marketing campaign—because we know things change. So if you’re using a list that’s six months old—chances are—your information is only 88 % accurate.
- With many of our products, you can builld your target market around your brick & mortar just by using Google Maps technology This is accurate, reliable information that’s easy to use. Plus, it’s updated monthly, be ensure the most accurate information. All you have to have is a starting point address.
- With Cole Home IQ you can even take your prospecting to the streets—literally. Let’s say you’re out on a house call or appointment & you’d like to reach out the neighbors of that particular address—you can do that with your smartphone. Cole Home IQ uses GP technology & matches it up to our industry-leading, national database to offer you up-to-date consumer information. The app allows you to immediately call the prospect from the driveway or the curb, take pictures of the property, make notes and best of all tag records.
- You can save that information for seamless follow-up at the office—no problem.
- The DMA surveys, studies and measures marketing results for every marketing medium you can think of. They track which marketing mediums work best, which are the best investment, which provide the best return on investment and so on. In this years report, they found that postcard marketing and direct mail marketing are still at the top of the list for effectiveness. They found postcard marketing to be the best investment when it comes to the return you get. We are often asked what is best to send and according to the DMA, postcards win hands down. It makes sense when you think about it as a consumer. Printing costs are cheap, as low as .5 cents ea. Postcard are cheaper to mail when mailing 4X6 size. Postcards are easier to address and bulk mail. Postcards are easier to glimpse and read. Postcards don’t need to be opened to be seen. Postcards are more likely to be kept around.
- Printerbees.com Nadine Larder
- Here’s an example of a postcard I just received that’s irresistible There’s a coupon that offers $ off Expiration date
- To this day, approximately 92% of consumers aged 12 years or older listen to radio each week. Like the rest of the media world radio is experiencing unprecedented change at warp speeds, and the dollars that are shifting to new platforms are not going to return to traditional media. The Radio Advertising Bureau in February reported total 2012 revenues (including over-the-air and digital) totaled $16.5 billion a 1% increase over 2011. But digital now accounted for $767 million (8%) of the radio industry’s total revenue. A report from BIA/Kelsey indicates radio station’s revenue mix will continue to shift and income from online advertising is expected to rise at a rate of 10.8% annually over the next five years versus 2.5% for over-the-air. In January/February 2013, Arbitron and Edison Research conducted a national survey providing estimates of emerging digital platforms and their impact on the on the media landscape. Here are a few key headlines pertaining to radio from the study: http://justmedia.com/blog/2013/08/why-radio-is-still-relevant-in-a-digital-age/
- Real estate is a relationship business People do business with people they know and trust
- Real estate is a relationship business People do business with people they know and trust
- "Review," "update," and "special" all did well in the subject lines of B2C emails, as did "video." The use of question marks in B2C subject lines had a negative effect. Free delivery" (+35.9% higher than average open rate, +81.3% higher click rate) performed very well in retail and commerce email subject lines. Consumers love a "sale" (+10.7%, +26.7%) and specific offers such as percent off, (+6.1%, +17.7%). Generic offers such as "save" (-4.4%, -27.4%) and calls to action such as "buy" (-19.3%, -59.1%) had a negative effect. "Cheap" (-67.2%, -71.6%) and "free" (-23.7%, -34.8%) also resulted in lower than average performance. Read more: http://www.marketingprofs.com/charts/2013/11228/the-most-effective-keywords-in-email-subject-lines#ixzz2lCSijO9Y Read more: http://www.marketingprofs.com/charts/2013/11228/the-most-effective-keywords-in-email-subject-lines#ixzz2lCSDGq8W http://www.marketingprofs.com/charts/2013/11228/the-most-effective-keywords-in-email-subject-lines
- The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them.
- The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them.
- The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them.
- The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them.
- The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them.
- The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them.
- The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them.
- The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them.
- The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them.
- Forsquare and other location based services, you can put your organization on the map so people can checkin whenever they come to an event. In addition, foursquare allows you to share your check-in on sites like FB & twitter for even more exposure. Also there are services out there that help you provide SMS text messaging opportunities For the first time, the Pew Research Center’s Internet & American Life Project has found that cell phone ownership among adults has exceeded 90%. Cell phones are now being used by 91% of adults, according to the survey conducted between April 17 and May 19 of 2,252 adults. Read more: http://www.entrepreneur.com/article/227124#ixzz2XLkRQOio http://www.entrepreneur.com/article/227046 Own your local market and communicate with them by using location based applications to stay top of mind with customers & prospects. Foursquare is one place to do this. The application allows consumers to “check in” via their cell phones at various venues and leave a peer review. Restaurants, coffee shops and businesses are taking advantage of this mobile app to connect with their frequent customers and give them incentives for being loyal customers. And it’s popular. In just two years, the company now has 10 million people who are using it. Read more: http://www.entrepreneur.com/blog/225436#ixzz2XM67YwFL
- Why? Because business locations aren’t properly listed on all the major location-based marketing services like Google+ Local, Foursquare, Yelp, Facebook, MapQuest and others with the correct images, address, phone number and additional information like menus, specials and more Claim your local real estate on sites like google places why? 43% of all Google searches are local or location based Over 50% of mobile searches are local or location based
- So how do you claim your Google place? Here’s what you need to do: If you have a gmail account, make sure you have created a google + profile. From there, go into “maps” & you’ll see the link to put your business on Google Maps. Click on it & it will ask you to add information, a picture, hours of operation & then you need to verify the listing
- Real estate is a relationship business People do business with people they know and trust
- Real estate is a relationship business People do business with people they know and trust