november 3 tactics to ensure next sale is around the corner
DESCRIPTION
Stretch your marketing dollars further by going hyperlocal. New research suggests the majority of consumers prefer spending their hard earned dollars close to home. Learn tactics to entice your closest neighbors to come through your small business’ front door. In this Small Business Marketing 101 Webcast, we'll explore three ways you effectively reach out to local consumers and ensure your next sale is around the corner. You'll come away with knowledge on: • Effective touch points for these next door consumers • How to stay top of mind in your community • How to extend your reach beyond a 5 mile radiusTRANSCRIPT
![Page 1: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/1.jpg)
1
![Page 2: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/2.jpg)
2
• Bryce Curry• VP of Marketing and Product• Coleinformation.com
• Lora Ullerich• Digital media specialist• Coleinformation.com
Session Framework
![Page 3: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/3.jpg)
3
• New research that’s pro-small business
• Three effective prospect touch-points.
• How to stay top of mind in your community.
• Ways to extend your reach.
• Questions?
Session Framework
![Page 4: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/4.jpg)
4
•Cole Information•Published in 1947•Blue Book•Criss-cross directory of addresses and phone numbers
•Invaluable information for: •Telemarketing•Debt collection•Law enforcement
•Today, web-based lead generation for smallbusiness.
Then & Now
![Page 6: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/6.jpg)
6
![Page 7: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/7.jpg)
7
• Like to shop close to home• 1.3 million consumers polled• 85% spend money within 5 miles of home• They’re drive farther for special events
• Like to be mobile• 91% of adults use cell phones• 56% are smart phones
Consumer Habits
Source: 8coupons.com and Pew Internet and American Life Project
![Page 8: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/8.jpg)
8
Small business can capitalize on this trend.
![Page 9: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/9.jpg)
9
• Shop small to support community
• Consumer education focus
• Plays off consumer’s needs, desires and wants
• Combination of:• Traditional
• Digital
• Social/word of mouth
Hyper-Local Marketing
![Page 10: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/10.jpg)
10
![Page 11: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/11.jpg)
11
So where do you start?
![Page 12: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/12.jpg)
12
Drive Traffic to You
Find new customers
![Page 13: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/13.jpg)
13
The Event
• Unique to your product/service
• “Black” Friday/customer appreciation
• Unique presentation/host
• Partner with another small
business for synergy.
• Include a can’t-refuse
offer/special for attendees only.
![Page 14: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/14.jpg)
14
The Guest List• Rule of thumb: 60% of RSPV’s show up.• Invite 40% more RSVPs to ensure success.
• Create a targeted list around brick and mortar. • Send a postcard out to the 5 mile radius• Cole Information provides unlimited up-to-date
information. • Keep in mind:• Average age• Length of residence• home value
![Page 15: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/15.jpg)
Up-To-Date MKGT List
•45 million homeowners move each year
•48 million workers switch jobs
•Errors in human data entry
![Page 16: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/16.jpg)
![Page 17: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/17.jpg)
Curbside Intelligence
Cole Home IQ•Fueled by GPS technology•Matches it up to industry-leading database•Take immediate action
•Call prospect •Tag records •Snap pictures •Take notes
![Page 18: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/18.jpg)
Office Follow up
![Page 19: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/19.jpg)
Now what?
You Have a List…
![Page 20: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/20.jpg)
Start with a Postcard
• More than 50% of postcard marketing pieces are read.
• Printing costs are as low as $.05 each.
• Easier to address, read and keep.
Source: DMA
![Page 21: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/21.jpg)
Anatomy of a Postcard
•Consistent branding
•Consistent colors
•Deadline
•Logo
•Call to action (Action you want them to take)
•Contact information
•Website and social media channels
![Page 22: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/22.jpg)
22
The Offer
![Page 23: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/23.jpg)
23
The Offer
![Page 24: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/24.jpg)
Turn up the Radio!
•92% listen to local AM/FM stations each week.
•Ads on digital stations also an option.
•Regular :30 commercials breaks.
•Affordable market medium.
•Broad prospect base and local
target.
•Be sure CTA is easy to remember.
![Page 25: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/25.jpg)
The Event
•Have outdoor signage, balloons, et.
•Sign-in sheet asks for alternative contact info:
•Email address
•Cell phone number
•Provide a presentation.
•Include up-sell opportunities and shopable items.
•Food and drink a must!
![Page 26: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/26.jpg)
Follow-Up
Source: Insidesales.com/responseaudit
•Fifty percent never get called/emailed.
•Takes 42 hours to follow-up.
•1.63 call-back attempts.
•Best practice: 6-9 call-back attempts.
![Page 27: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/27.jpg)
Email Marketing
•Regular communication via eNewsletter.
•Emphasize unique content; don’t just sell.
•Optimize for smart phones
•i.e.:clickable phone numbers.
•Subject lines short and powerful.
•Include website and social media links.
•Use email marketing services and have an opt-out.
![Page 28: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/28.jpg)
Subject line Tips
•Use “Review,” “Update,” “Special” and “Video”.
•“Free delivery” for retail & commerce stores.
•Consumers love a “sale” and specific offers off.
•“Save” and “buy” have a negative effect.
•“Cheap” and “free” are also lower opens and click
through rates.
Source: 2013 Adestra Subject Line Analysis Report
![Page 29: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/29.jpg)
29
Email Marketing
Subject has urgency
Food and drink
Gives back
![Page 30: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/30.jpg)
30
Email Marketing
![Page 31: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/31.jpg)
31
Email Marketing
![Page 32: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/32.jpg)
32
Extend Your Reach
![Page 33: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/33.jpg)
33
Use Social Media
![Page 34: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/34.jpg)
34
Use Social Media
•“Daily Deal” and “Lunch
Special” keywords
•#hashtags
![Page 35: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/35.jpg)
35
![Page 36: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/36.jpg)
36
![Page 37: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/37.jpg)
37
Use Social Media
•Twitter.com/search
•What do local tweets
say?
![Page 38: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/38.jpg)
Hyper-local marketing:•Location based service apps•SMS text messaging
Why it’s important:• Generate buzz = More traffic = More sales• Foster customer loyalty• Brand recognitionHow:•Check in at local venues/hotspots•Provide your own tips/favorites
TMGeo Targeted Marketing
![Page 39: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/39.jpg)
•43% of all Google searches are local•More than 50% of mobile searches are local
Be on Google +
![Page 40: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/40.jpg)
Customr
Reviews
•Create a Google+ Account•https://plus.google.com•Go to Maps•Add your business on Google Maps
Google +
![Page 41: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/41.jpg)
Customer
Reviews
Ask/Reward Reviews
![Page 42: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/42.jpg)
Extend Your Reach Farther
•Update your website.
•Use social media to ask how people are using
product/service around the country.
•Create customer relationships by asking questions
•Start a blog and reward feedback—good and bad.
![Page 43: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/43.jpg)
– Once again, track and measure
Track & Measure
![Page 44: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/44.jpg)
5 Action Points
•Create an in-store event.
•Use traditional media to direct traffic to your
store.
•Capture alternative contact details for unique
follow-up opportunities.
•Use social media to stay top of mind.
•Add in a blog and use all forms of channels to get
your message out and stay relevant.
![Page 45: November 3 tactics to ensure next sale is around the corner](https://reader035.vdocument.in/reader035/viewer/2022070315/554e1a3eb4c90571798b48f6/html5/thumbnails/45.jpg)
45