#273: How to stop missing marketing opportunities
Low cost, no cost ways to market your company’s products or services are everywhere
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Old-school marketing teaches us that a consumer needs to be exposed to an ad at least seven times before they act. That is why we hear the same jingles repeatedly. That’s why your local sports teams have the same sponsors every week. You can’t run an ad just once and realistically expect any return on that investment.
The above paragraph assumed a time before social media messaging! We are now receiving over 15,000 messages a day. It is easy to get lost in the noise.
Experts now say that this rule of seven has turned into fifteen or more. It would be best if you got your brand in front of them at least twice as much, whether it is retail or B2B. Before you say that you can’t afford to run fifteen ads before someone buys your product, there are different ways to do this.
Missed opportunity
The picture you see below is something that drives me crazy. I walk with my dog by this house every morning and shake my head in disappointment.
I have no idea what this company offers and probably never will.
But what can you tell me that is wrong with this picture?
What could the owner of this company have done differently to help his brand building?
I know; they could have named their company GMC instead of RAM.
Seriously folks. We need to cut thru the noise and maximize our touches to our potential customers. Whether it’s the car you drive or the shirts you wear, you should look for any opportunity to convey your message. How many times have you walked through a public place and seen someone wearing a T-Shirt of a band that you haven’t heard of in a decade? How many of you former bartenders, waiters, and waitresses still have those old work tees you wear when you run up to the Home Depot? And if they are in terrible shape, Walmart?
Low-cost, no-cost marketing ideas
Promotional items are the no-brainer.
If you use something regularly, put your brand on it and give those things away to customers, prospects, and anyone in your sphere of influence. Please find a local source that not only knows promotional items but also understands the market around them.
Social media
We all hate it, but we all use it regularly. Post something of value to your business pages, whether it is Facebook, IG, Snap, or wherever you hang out. For example, if you are on LinkedIn, find a group your customers would belong to and hang out with comments and posts. You aren’t soliciting business there; you are gaining and building your credibility.
Apply for business awards
It is incredible how many awards there are in various industries. Most often, these groups desperately seek someone new to give the prize! They aren’t going to come looking for you; it’s up to you. Do you want to be known as the “coolest place to work”? If so, find out the local magazine or association that does that annually and how to qualify.
Join a business mastermind group
If you are a CEO, President, or Business Owner, there are groups that you could join that will have a significant return on investment. One is Vistage Michigan, where I am building a CEO Group. These local businessmen and women are dedicated to helping each other grow and succeed. These peer advisory groups help you discover how others are growing in their industries. Then, as you learn those tips and tricks, you can apply them to your business.
Turn your employees and contractors into brand ambassadors
Other than asking them to wear your hats and clothing, treat them well! By treating your employees well and encouraging them to become brand ambassadors, you can tap into the incredible potential of their networks. Your employees are genuinely interested in your business, so why not leverage their voices and social networks to reach a larger audience?
Host classes, webinars, or educational events
I am not talking about sponsorship. Become a host and deliver content to your prospects. Whether you are in B2B or B2C business, there has to be something that you can teach or explain to your consumers that makes you the expert. If you are a caterer, you could hold a cooking class. Do you sell industrial goods and services? Have a workshop on how to extend the life of your product. If someone is buying your product or services, what homework do they need to do to decide? If you know the answer, that is the workshop you have.
Developing a sphere of influence
Professional services such as realtors or financial planners will understand a sphere of influence very well. They are developing a group of referral partners to introduce you to prospects. Ensuring that those that deliver those services understand whatever it is you do, so they can find the match and introduce you.
Referral groups work in B2B as well. What else do these buyers purchase? For example, if you sell plastic injection molding components, the resin manufacturer can point you to interested people. There are associations that these prospects are part of that you should join, and use the networking events to cultivate and build your credibility with them.
Who is your Johnny?
I listened to a podcast for years called EOFire. The host would often talk about marketing to your typical customer. His was called Johnny. He pitched the idea to visualize who Johnny was, what he looked like, how much money they made, if he was married or not, and importantly where he hung out. When you can imagine what your preferred client is, you can also narrow down where their eyes and ears are. What are they listening to and reading? Where do they shop?
When you determine this, your efforts go there. Not only should this be your typical customer, but it would be your preferred customer. You want to attract as many Johnny’s as possible and stay away from the Dougs. By having more and more Johnny’s, your messaging is more precise, and your sales come faster.
In the end, your messaging should be purposeful. For example, putting an advertisement in the local newspaper for “everyone” will have the lowest return on investment. But on the other hand, you will see a higher ROI when your marketing investments are consistently in front of your target decision-maker.
As with all of these continuous improvement projects, they are hard work today but will improve your tomorrow! Are you having trouble defining your Johnny? Connect with us at the Kole Performance Group. If you are reading this far, you are probably one of our Johnny’s or Janet’s!
If you missed last Thursday’s article on picking a team, please read. Today is Election Day, and this is not meant to be political - it is meant for you to be objective, educated, and thoughtful in your choice.
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