What Every Business Owner Needs To Know – One of The Seven Musts of Marketing – Direct Mail

In my role as executive coach and business consultant, I come across many opportunities to assess and evaluate technology based solutions at the enterprise, department and individual level. While technology implementations can represent challenges and occasional risks at deployment, to ignore the current patterns and solutions to improving interest in your company solutions as a product or service, could be very costly to your top line performance.There are Seven Musts of Marketing that benefit from the integration of current technology based solutions. One of them is Direct Mail. I recently had the opportunity to speak with Keith Goodman, Corporate VP Sales for Modern Postcard, with Corporate offices in Carlsbad, and a Chamber member, who shared his perspectives on this very important strategic component of business development.Miguel:”Keith, what is this thing called direct marketing and why should we care? Keith Goodman:”Well, at the end of the day, there are really two basic categories.I’m sure we could break that down into about twenty, but two basic categories of advertising. One of those is brand awareness, where you’re really trying to get your name out there. You want to establish your brand and let people know that you’re there, and really communicate the values of your business and everything else. The other side is what we call direct marketing, where it’s really driving to get a response. You’re trying to drive the person to actually create a transaction.Especially now, in the economic situation that we’re dealing with, direct marketing is becoming more and more appropriate and accepted as the norm because at the end of the day, businesses are much more interested in actually getting people in the door and driving revenues than they are in getting their name out. Many times, it’s really hard to monetize a brand campaign, where it’s very easy to measure and monetize a direct campaign. So, I think that that’s probably the simplest way to put it. I’m sure I don’t have a couple of hours to expand on that.Miguel:”Keith, how can business owners better appreciate the value that Modern Postcard brings to them in terms of the results of their direct mail/marketing campaigns?Keith:”We go through a series of questions to get a really good idea on who are the right prospects, who are their best customers, what are they buying, what are their buying habits, how do they actually generate a transaction, are they buying on the Web, are they coming into the store, are they talking to a salesperson, is it a complex product that needs to have a salesperson talk to a customer before they make the purchase decision? So, we take all these things into effect.Then we take that information and we say, “Okay, here is what we consider your best target market.” And it might be a couple of them. The best targets might be families with kids as well as wealthy singles, so we recommend testing. We recommend testing whenever possible. It is the best way to develop the best marketing piece over time. You can do that in direct mail and you can’t do that with a lot of other types of advertising, where you can test simultaneously.Then once we have the list put together, we’ll then work with the client on creative. Many times, the client will already have creative, at which point we’ll ask if they would mind if we review the creative, look at it, run it by our copywriters and designers, see if we can come up with any ideas that might make it a little bit more successful. If they don’t have creative, we will work with them in creating a piece, using their imagery if they have it, some of the copy that they have, information on their business, benefits, that type of thing, and get all that information put together. We have a team of great graphic designers here where we’ll put together the mail piece that is associated with the target market.We also have our own in-house list brokerage so we have access to over 75,000 different lists that are out there, so we do a pretty exhaustive search on the lists that would fit their target market the best. We also have technology that allows us to analyze and model their data so we can take a customer’s data, analyze it and profile it, give the client back a profile of what their customers look like, and then identify the people that most likely resemble their best customers. So, it allows us to really go in and fine-tune on who are the people that are most likely to respond. Using the modeling on the business-to-consumer side, we’ve been able to increase response rates anywhere between 200 and 400 percent by using this technology, and it’s a very incremental increase in price, small incremental increase, over what normal data would cost. So, it’s been highly successful for our clients, and we’ve seen a huge increase in the number of clients that are using that technology.Miguel:Keith, you have just described the perfect example of the linking technology in terms of results, to the goals of the business owner. Your firm, Modern Postcard, brings to the table. Keith how does a business owner get in touch with you to begin to leverage the use of this technology in their business?Keith:My direct line in is 760-692-3359.

Radio And Joint Venture Marketing Explained

I’m willing to bet that 95% of the people who will read this article are struggling to make money in their business. So how can I make this bold prediction? Well actually, the math is already done for us. If you didn’t already know, 95% of all businesses that will open up shop this year will fail.

This is shouldn’t become a shocker to you, as I’m almost certain that you were aware of this incredible fact. If you want to survive in your business, then it’s best to start doing things a little bit differently if you want to see improvements in your sales and profits. And that is what this article will focus on.

Let’s take a look at some marketing strategies that will help you to have success with marketing your business:

1) Radio

If you feel intimidated about creating a radio ad or even being interviewed over the phone for a local radio station, then you should feel confident that your expertise and experience will allow you to keep the right words flowing out of your mouth. So there’s nothing to be worried about – but you should consider practicing for it.

It’s best if you can get a friend in the room and practice some interview questions with. This will help you a lot because if you get nervous about doing an interview face-to-face with someone, the more you can learn how to overcome this, the faster you will more confident about doing the radio interview.

Just make sure you’re able to promote your product or service over the air. In fact, it’s a good idea to occasionally mention your product or service, and how it can help people. You will want to do this because some radio stations will get you for the whole interview, all while snipping out your product/business information. So keep that in mind the next time you go for a radio interview. Here’s another tip for having marketing success:

2) Joint ventures

I could go on and on about the value of joint venture marketing, but I think you will benefit more from this technique by putting it into action. With joint ventures, you get to improve your sales and profits for a very low price. And as a result of the partnership that you formed, there’s potential for you to continue running joint ventures far into the future.

So how does joint venture marketing work? Well, what it is essentially is that you’re collaborating with another business owner in your city who has a similar customer database that you have. So if I owned a GNC nutritional store and you owned a fitness gym, there’s a great opportunity for us to do business together.

Partnerships like this can do a lot for your business. It would be in your best interest to see how you can implement these 2 strategies in your business today. And hopefully you’ll be able to run both of these campaigns on a monthly basis.

Good luck with using these tips to earn more money in your business.

Key to Direct Sales Success, How to Avoid the 95% Failure Rate in Home Party & Direct Sales Business

One of the best kept secrets of successful direct sales consultants & home party experts that home party and Direct sales companies don’t want you to know is that: 95% of new direct sales consultants fail largely due to info-overload, confusion and flat out frustration! I know you are totally confused now as to what is the a secret to success. The secret lies in this fact:

1. “95% OF PEOPLE FAIL WHEN THEY START A BUSINESS WITHOUT A SYSTEM.

95% PERCENT OF PEOPLE ARE SUCCESSFUL WHEN THEY START A BUSINESS WITH A SYSTEM! ”
- Entrepreneur Magazine

Another way of looking at it :

S – Save

Y – Your

S – Self

T – Time

E – Energy and

M – Money

“The ownership of money and property comes as a result of doing things in a certain way. Those who do things in this certain way, whether on purpose or accidentally, get rich. Those who do not do things in this certain way, no matter how hard they work or how able they are, remain poor.

It is natural law that; like causes always produce like effects. Therefore, any man or woman who learns to do things in this certain way will infallibly get rich.”- Wallace D. Wattles

Let me introduce you to the P.A.T Principle Of Direct Sales Marketing And Home Party Plan Success:

1. Planning: Notice the following Home Party Plan Business. Party Plan Model of business. I find it curious that the essential word here is planning! It is no surprise that when you fail to plan, you are in essence planning to fail. Have you met an architect who started building without a blue-print? The leaning tower of pisa though a wonder of the world is a great example of what lack of planning will do. Planning is an essential step to succeeding in any worthwhile venture. Most people get involved in a direct sales opportunity as a quick fix, get rich scheme!

In the planning phase you:

i). Plan your time: Party Plan Pat’s recommendation is 15-20/week. 10-15 of these hours must be used for direct sales party plan opportunity meetings, home party demonstrations, delivery and follow up of home party sales. The other 5-10 is for personal development!

ii) Plan your marketing budget: A monthly budget of $500-$1500/month is ideal. Statistics indicate that low cost home party marketing efforts take seven times as long to yield results. A business without a marketing budget is very much like what starvation does to the body, It will die!

iii). Market Research: Imagine you are standing on a tall mountain looking down. Or in a plane looking down at the scene below. It is breathtaking, magnificent and wow, you are always glad you are part of this world.

Funny thing about all we have discussed is that 95% of problems relating to direct sales opportunities failure and quitting are tied to lack of market research! In essence you are failing yourself by not standing on top of the mountain to assess the situation, to see and be seen! Knowing the questions to ask is like standing on top of a mountain.

Identify those most likely to use your product/service this is called your Target Market. Contrary to popular opinion, everyone with a pulse and a breath is not your target market. You begin to research marketing methods you will implement. A 5-Point Prospecting is highly recommended.

Direct Sales Business Marketing Tip : “The ultimate objective of a business is profit. The primary purpose of a business is to create customers. Profitability without customers is an impossibility.” ~ Mark Sanborn

iv) You create your customer/downline retention strategy. Planning with a purpose is the secret to success.

Tomorrow, we will continue with the A of the P.A.T Principle Of Direct Sales Business and Home Party Marketing Success.