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May 15, 2006 7:40 pm |
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Hidden Results |
T.E.A.M. Mom!
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BRIGHT IDEAS! Attract Customers and Make Yourself Famous! 8/23/05 - Published by Cathy Stucker http://www.IdeaLady.com =============================================================== *Hidden Results*
Do you ever wonder which aspects of your marketing are working best–or working at all? There are many ways to track responses. Advertising can direct customers to ask for an offer by name, or mail orders to a coded address. You can ask customers how they heard of you. The number of coupons used gives you an indication of the effectiveness of the distribution.
However, none of these monitoring methods will give you a complete picture. Most importantly, they do not measure the hidden results you get.
Para Publishing publishes books for the parachuting industry. They advertise the books in magazines read by parachuting enthusiasts, even though they make very few direct sales through these ads. By all usual measures, the ads are not successful Dan Poynter, founder of Para Publishing, said that they continue to advertise because when they stop, sales through other channels, such as book stores and parachuting equipment stores, decline. You may see immediate results from a marketing effort, but don’t underestimate the cumulative effect of all of your marketing activities (even those that may not have seemed to work at the time). By reaching your target market repeatedly, in various ways, you will increase your success in that market.
Most customers need to hear about your business many times before they make a purchase decision. Or, when they first hear about you they may not have a need for what you offer. By keeping your business in front of them, you will be on their minds when it is time to make a purchase. Here are some inexpensive ways to keep in touch.
Advertise in tightly targeted, niche publications. You can reach more people in general publications, but you will reach more customers in specialized newsletters and magazines.
Send an email newsletter at least monthly. Have a sign-up box on your Web site. Ask customers for their email addresses at your place of business or when they call for information. Collect email addresses when you give speeches. Of course, always get permission to send your email newsletter. Let them know how their email addresses will be used.
Join a local Chamber of Commerce. Go to meetings and get involved in the Chamber’s activities to get the most benefit. As a member, you may also have access to other tools to promote your business, such as trade shows or Chamber mailings to members.
Give speeches to local organizations and the professional associations to which your customers belong. Not only will that put you in front of potential customers, the promotion the group does for their meeting will make even more people aware of you.
Participate in a cooperative mailing with other, non- competitive, businesses who are targeting the same customers. Each business pays a portion of the cost and each gets to put one flyer or coupon in the mailing. Or create a joint newsletter.
You never know which marketing technique, or combination of techniques, will bring customers to you. Use as many as possible to have the greatest impact. ============================================= Copyright 2005 Cathy Stucker, The Idea Lady(tm) Attract Customers and Make Yourself Famous Make growing your business easy and fun! mailto:cathy@idealady.com
Published by Special Interests Publishing 4646 Hwy 6, #123 Sugar Land, TX 77478Private Reply to T.E.A.M. Mom! (new win) |
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