Your marketing needs to be simple, appealing to your customer base and communicate well.
So many signs, ads, and even sales talk complicate and confuse people. Simple images and messages communicate best. & #8232;EG. The simple Gloria Jean’s Coffees drink posters have such a dramatic impact that occasionally stock will run out. If the poster is changed, the new drink displayed quickly becomes a high seller.
I often glance at outdoor advertising posters – roadside, railways, street & bus stop posters. The ones that catch my attention are ones with few words, sometimes clever or arresting images where the company or service is easily identified. The Virgin airline ads come to mind – bold red writing with catchy lines, easily identified and simple.
Down to earth simple things work well – the best advertising is always word of mouth it’s free!
Get back to basics and do what works for your business
eg.& #8232;Sample product – get out there and give stuff away, making sure you always direct people to the store or company.& #8232;Ring people back – follow up promptly, it’s amazing how many businesses don’t!& #8232;Clean up your website –simplify and make it fun (many first enquiries are now online) and answer all enquiries here daily at least.& #8232;Make sure you have the right receptionist one who has a can do attitude, loves engaging people and knows the latest deals or offers. Follow through with staff phone training – how many have been greeted by a great receptionist only to be challenged by a depressing, uncooperative accounts person.
AND DON’T STOP! ESPECIALLY DURING TOUGH TIMES
One franchisee I spoke to thought there was little point in actively promoting his store while the shopping centre had renovations in progress and there were so few people coming to the centre (customer count was down 20 ). We both stood at the store entry point watching people pass by and I asked ‘Then what are all these people doing here? Why not start sampling now? You have 80 of potential customers still coming!’
DON’T GIVE UP
Just because results seem harder to achieve – break the mindset that says ‘marketing now is a waste of time’.
FOCUS
Tough times force us to re evaluate how we are marketing our businesses.
INVEST IN YOUR REGULARS
This is the time to build on your regular customer base. Don’t be tempted to take your regulars for granted, look at investing greater value into any loyalty programs you may have.
STRATEGISE WITH YOUR TEAM
Now is the time to keep your staff motivated and enthusiastic. Give them reasons to achieve results as well as have fun on the journey. When they enjoy the job it will reflect to customers.& #8232;
& #8232; & #8232;TIP: Encourage staff to see their alarm clock as an opportunity clock
The story of the hot dog man
A man who lived by the side of the road and sold hot dogs was hard of hearing, so he had no radio. He had trouble with his eyes, so he read no newspapers. But he sold good hot dogs. He put up signs on the highway advertising them. He stood on the side of the road and cried, Buy a hot dog, Mister? And people bought his hot dogs. He increased his meat and bun orders. He bought a bigger stove to take care of his trade.
He finally got his son to come home from university to help out. But then something happened. Father, haven t you been listening to the radio?” his son said. Haven t you been reading the newspaper? There’s a world recession and war has erupted in the Middle East. People are losing their jobs”
Whereupon the father thought,”Well my son s been to university, he reads the papers and listens to the radio, and he ought to know .
So the father cut down his meat and bun orders, took down his signs and no longer bothered to stand out on the highway to sell his hot dogs. His sales fell overnight.
You re right, son the father said to the boy. We certainly are in the middle of a big recession
Our Challenge is to think right in a negative world. Every day we receive news that is less than uplifiting.We all know people who can hardly wait for the future so they can look back at regret.
Negative thinking and living does many detrimental things in our life. It
1. Creates doubt at critical decision times.
2. Is contagious.
3. Blows everything out of proportion.
4. Limits our potential.
5. Keeps us from enjoying life.
6. Hinders others from making a positive response
Make a choice this week to see the damage that negative talking and thinking has on you, your business and your family. Make a choice to change. It will take time to reach new heights. Be patient, knowing that anything worthwhile is worth working for, although change itself is not progress, it is the price we pay for progress.
Author Resource:
Tony Gattari of Achievers Group is a business keynote speaker and guest speaker. His passionate enthusiastic style makes him ideal as your next sales speaker, marketing speaker or keynote speaker. Tony Gattari has worked with over 120 businesses. See http://www.achieversgroup.com.au for more info.
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