Here are my tips and advice on using marketing techniques
to develop your business. Please click on the links below to find
out more.
"I
would like to thank you, Jeanne, for the way you have improved
the image of my company. As you know having worked in the
media industry, I have seen many styles and approaches in
marketing, however your approach has been quite unique in
many ways. Whereas many consultants present the client with
the finished product, you have educated me in how to market
myself in an independent manner."
Franceca Windsor
- Director
Net Profit (UK) Ltd |
PR
- One
of the most cost-effective forms of promotion is having articles
in publications.
- Takes
time, but not necessarily money & works for all businesses.
- Ask
your customers what they read or use directories such as BRAD or Willings to
find publications for your target customer groups.
- Get
to know the editorial staff so you can work with them.
- You'll
get free coverage if you help the publications sell copies so
write articles that readers will want to read and/or be interested
in i.e. new products, new techniques, expertise etc.
- For
business to business, get the editorial features list and write
articles for relevant features.
- For
consumer press, you must have a website or national distribution.
- For
local press, linking with a charity helps to get your name in
the paper.
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Advertising
- Advertising
is good for raising awareness, not necessarily bringing in sales
leads.
- If
you want sales leads & customers, then you must include a
timed promotion in the ad e.g. 10% off this weekend only.
- 4
smaller ads are more effective than 1 larger one.
- Remember
AIDA: attention, interest, desire, action.
- Select
your method (poster, publication, leaflet) carefully to be most
effective.
- Be
as focussed on your target customers as possible.
- Be
clear on what you are advertising e.g. new product, sale or offer,
new event.
Promotions
- Used
as an incentive for customers to purchase or purchase more.
- For
best results, always specify the end date e.g. 50% off till end
July.
- Could
be price reduction or a percentage off.
- Could
be quantity linked e.g. Buy One Get One Free, family ticket price.
- Could
be service link: Free no-obligation consultation.
- Do
check on profitability before setting promotion.
- If
reduce price by 50% must sell 100% more to make same turnover;
if reduce by 20%, must sell 25% more.
Direct Marketing
- Can
be very cost-effective form of promotion.
- Used
to get meetings and/or sales with prospective customers.
- A
3% response rate is good.
- Improve
rate by targeting specific groups of customers.
- Beware
of latest EU
Directive on electronic mailshots.
- Use
reputable listing companies who check data for you.
- Get
list of target customers from focussed publications such as Farmers
Weekly for farmers.
- On
average, reader decide in a very few seconds whether to bin a
letter or not so grab their attention & don't waffle.
- Sell
the benefits, not the features i.e. how your products make it
better for your customers.
- Always
follow up with a phone call.
Personal Selling
- Used
to make sales and inform & remind customers of other products
& services.
- Can
be very expensive means of selling, so target on key customers.
- For
new customers, use direct marketing to get meeting & follow
up with personal selling.
- Works
best in large spend businesses where relationships are key.
- Ensure
all staff are 'sales alert'.
- Helps
to identify new needs of customers.
- Always
sell the benefits of a product, not the features i.e. what it
does for the customer who buys it.
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