marketing & building your distributorship - ppai expo 1040am marketing … · it all starts...
TRANSCRIPT
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Business Essentials:Marketing & Building Your Distributorship
Joseph G. Scott
VP – Scott & Associates, Inc.
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Introduction
• So, you have a small distributorship, want to grow it, and don't have a lot of resources.
• I’ve been there, done that.
• I’ll take you through the mistakes, successes, and budget-friendly tools and ideas my wife Katie and I used to grow our business from $0 into a multi-million dollar enterprise.
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Introduction
• So, you have a small distributorship, want to grow it, and don't have a lot of resources.
• I’ve been there, done that.
• I’ll take you through the mistakes, successes, and budget-friendly tools and ideas my wife Katie and I used to grow our business from $0 into a multi-million dollar enterprise.
• It starts with differentiating yourself
![Page 4: Marketing & Building Your Distributorship - PPAI Expo 1040am Marketing … · It all starts with your website •Simple is better •Do It Yourself –3 –5 pages •, , •Let visitors](https://reader033.vdocument.in/reader033/viewer/2022042317/5f059fce7e708231d413e30c/html5/thumbnails/4.jpg)
Our Distributorship
• Started in 1993
• Service award programs
• Wanted to expand into promotional products
• Here is a system of mostly “set and forget” advertising that initially costs around $200/month• $100/month for inbound marketing/email system
• $100/month for Google AdWords advertising
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Our Distributorship
• Started in 1993
• Service award programs
• Wanted to expand into promotional products
• Here is a system of mostly “set and forget” advertising that initially costs around $200/month• $100/month for inbound marketing/email system
• $100/month for Google AdWords advertising
• You will probably increase your advertising budget as you start to see a return on your investment
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How We Started
• Everyone wants to say that they “do business with [insert Fortune 500 company name here]”
• We decided to focus on local, small businesses
• “I want to work with the gal who’s name is on the building”
• Pick companies where you can sell to the owner or a senior person
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How We Started
• Everyone wants to say that they “do business with [insert Fortune 500 company name here]”
• We decided to focus on local, small businesses
• “I want to work with the gal who’s name is on the building”
• Pick companies where you can sell to the owner or a senior person
• A $10K order on an I/X (10%) = a $2K order on an A/I - $1K in profit
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Differentiate yourself
• In our city of 25,000 people there are 8 promotional products companies
• Most market themselves as “we have access to 800K promotional products”
• People want what you do, not what you are
• Use a professional-looking business card• Avoid the laundry list of “pens, mugs, t-shirts…”
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Differentiate yourself
• In our city of 25,000 people there are 8 promotional products companies
• Most market themselves as “we have access to 800K promotional products”
• People want what you do, not what you are
• Use a professional-looking business card• Avoid the laundry list of “pens, mugs, t-shirts…”
• Use high-quality, low volume self-promotions
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What do you do for a living?
• “I sell promotional products”
• “I sell advertising specialties”
• “I sell branded merchandise”
• “My wife and I own a promotional marketing agency”
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What do you do for a living?
• “I sell promotional products”
• “I sell advertising specialties”
• “I sell branded merchandise”
• “My wife and I own a promotional marketing agency”
• Who Cares? NO ONE!
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What do you do for a living?
• “I get customers for my clients”
• “I help dentists get new patients”
• “I help owners of equestrian facilities retain their boarders”
• “I help not-for-profits get donors and volunteers”
• “I help booster clubs raise money”
• “I help generate traffic to trade show booths”
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What do you do for a living?
• “I get customers for my clients”
• “I help dentists get new patients”
• “I help owners of equestrian facilities retain their boarders”
• “I help not-for-profits get donors and volunteers”
• “I help booster clubs raise money”
• “I help generate traffic to trade show booths”
• Who cares? EVERYONE!
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When someone wants to buy 1,000 pens…• Which questions do you ask?
• What’s your budget?
• How many do you want?
• How many colors in your logo?
• When do you want them?
• Where do you want them delivered?
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When someone wants to buy 1,000 pens…• Which questions do you ask?
• What’s your budget?
• How many do you want?
• How many colors in your logo?
• When do you want them?
• Where do you want them delivered?
• Just like everyone else
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When someone wants to buy 1,000 pens…• How about asking these questions?
• Who will be getting the promotional products?
• Where will they be given out?
• When is the event?
• What is your objective?
• Which message do you want to send?
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When someone wants to buy 1,000 pens…• How about asking these questions?
• Who will be getting the promotional products?
• Where will they be given out?
• When is the event?
• What is your objective?
• Which message do you want to send?
• When someone wants promotional products there is probably a “higher-up” that knows the answers
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When someone wants to buy 1,000 pens…• I had that exact call, asked those questions, and the
person on the phone (didn’t know the answers) said, “I don’t know, you’ll have to talk to my boss
• I talked to The Boss and sold $16K worth of:• A trade show booth
• Booth graphics
• Brochures
• Embroidered shirts
• Consulting services
• The promotional product that they SHOULD have had
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How did I do that?
• OAR / MTV
• What is your Objective?
• What’s it worth to you (Analysis)?
• What Return On Investment do you need?
• What is your Message?
• Who is your Target?
• What is the Vehicle to get the Message to the Target?
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How did I do that?
• OAR / MTV
• What is your Objective?• Get 10 new remodeling customers
• What’s it worth to you (Analysis)?• $250,000 gross revenue - $50,000 net profit
• What Return On Investment do you need?• 300%
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How did I do that?
• OAR / MTV
• What is your Objective?• Get 10 new remodeling customers
• What’s it worth to you (Analysis)?• $250,000 gross revenue - $50,000 net profit
• What Return On Investment do you need?• 300%
• Note: a $16K budget appeared out of “nowhere”
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How did I do that?
• OAR / MTV
• What is your Message?• “We Take Your Space from Now to Wow”
• Who is your Target?• Growing families & Empty Nesters
• What is the Vehicle to get the Message to the Target?• Trade show distribution of magnetic refrigerator clips
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How did I do that?
• OAR / MTV
• What is your Message?• “We Take Your Space from Now to Wow”
• Who is your Target?• Growing families & Empty Nesters
• What is the Vehicle to get the Message to the Target?• Trade show distribution of magnetic refrigerator clips
• By the way, we billed them for our creative time
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Why target small business owners?• Small business owners:
• Like to work with other small business owners
• Like to do business locally
• Like to do business with their customers
• Are almost too busy to talk to you
• Want “one throat to choke”
• Are more loyal
• Are more profitable
• Will pay for convenience
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Where to find business owners
• Join your local Chamber of Commerce• Learn to explain your business in 10 words, or less
• Go to all of the meetings
• Get on a committee
• Speak at one of the lunches
• Advertise in their email newsletter• Ours is $100/month sent to 600 business owners
• Get a directory and create an email list• Email monthly
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Where to find business owners
• Join your local Chamber of Commerce• Learn to explain your business in 10 words, or less• Go to all of the meetings• Get on a committee• Speak at one of the lunches• Advertise in their email newsletter
• Ours is $100/month sent to 600 business owners
• Get a directory and create an email list• Email monthly
• It’s OK to email once/month and use someone else’s content as long as you link to it – no need to write
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Where to find business owners
• Use Google Maps• Zoom in on areas around your office
• Click on the business name
• Read every page on their website• Look for names & email addresses of owners
• Look for opportunities• Events – golf tournaments, open houses
• Trade shows
• Look for misspellings or punctuation errors• Introductory email with error found, ask for appointment
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Where to find business owners
• LinkedIn• Find the records of people located in the previous step –
connect with them
• Advertising• Pick a small radius
• By company size• 5 – 20 employees
• By title• President, Owner, VP, Manager
• By company, if you want to focus on a single employer
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How to connect with business owners• Email
• Inbound marketing package
• Consider the sales funnel and how to deliver the right content at the right time
• How can we “be there” when people want to buy?
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It all starts with your website
• Simple is better• Do It Yourself – 3 – 5 pages
• www.wix.com, www.web.com, www.wordpress.com
• Let visitors know the basics of what you can do
• Have a few testimonials• Written
• Video – OK to shoot with your phone
• Contact us – phone, email, social media
• Don’t forget your Google My Business page• Used to be Google Places
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Getting Traffic to Your Website
WebsiteSearch Engine Optimization
“Generic Keyword”
Online Advertising
“Branded Keyword”
Online Advertising
Email Marketing
Google My Business page
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Marketing Impact on Sales Funnel
Clients/Testimonials
Selection
Preference
Awareness
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Marketing Impact on Sales Funnel
Selection
Preference
Awareness
“Generic” Text AdsWebsite
EmailRemarketingTestimonials
Direct Traffic“Branded” Text Ads
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Marketing Impact on Sales Funnel
Clients/Testimonials
Selection
Preference
Awareness
“Generic” Text AdsWebsite
EmailRemarketingTestimonials
Direct Traffic“Branded” Text Ads
![Page 35: Marketing & Building Your Distributorship - PPAI Expo 1040am Marketing … · It all starts with your website •Simple is better •Do It Yourself –3 –5 pages •, , •Let visitors](https://reader033.vdocument.in/reader033/viewer/2022042317/5f059fce7e708231d413e30c/html5/thumbnails/35.jpg)
Sales Funnel
• Awareness• Business owners don’t know who you are
• Google AdWords – Local, generic text ads
• LinkedIn Advertising – Generic text ads
• Email to your Chamber of Commerce list
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Sales Funnel
• Preference• Business owners looking for someone like you
• Google AdWords – Remarketing ads• Showing ads to those who have visited your website
• Send them to a testimonial page
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Sales Funnel
• Preference• Business owners looking for someone like you
• Email alerts – Inbound marketing system• “[Name] has visited [website page]
• Send them to a testimonial page
• Call them and send an email
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Sales Funnel
• Selection• Business owners wanting to do business with you
• Google AdWords – Text ads about your distributorship• Showing ads to those who are looking for you
• Send them to your Contact Us page
• Differentiate yourself• Give ‘em a call, go see ‘em
• I’ve had prospective clients thank me for:• Calling them
• Paying them a visit
• Sending them a Thank You note
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Sales Funnel
• Clients/Testimonials• When you get that first order
• Follow-up with a phone call
• Ask if things met or exceeded their expectations
• Send them a survey• Many email systems have survey capability
• If the survey comes back with high marks• Ask if they would give you a testimonial quote
• Put it on your website
• Ask them for a referral
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If you have any questions
• Joseph Scott
• 612-839-3800
• https://www.linkedin.com/in/jgscott