Archive | August, 2013

Remember: Create Marketing Campaigns for Your Target Market….Not Your Team!

19 Aug
Patonback

We love our new marketing piece….

I recently had a meeting to discuss marketing strategy with an extremely successful small business owner.  He was concerned about his most recent marketing piece  – it wasn’t generating leads.  The brochure looked extremely professional, complete with stock photographs and technical language that would make any English professor celebrate and break out the Carlton danceIt was slick.

His staff loved it and gave it rave reviews—his entire team thought it was a home run – so why was it a total flop?

The target market was thoroughly confused by the ad copy. The brochure was too professional. Also, his target market is price sensitive. When they looked at the slick design and professional, stock photos, they quickly determined that my client’s company must be way too expensive.

You need to speak the same language as your target. They likely won’t stop to look up that fancy lingo that’s only used only by the people in your profession. 

The lesson I took away: Don’t rely solely on your team for feedback.  Ask a few people, preferably your target market, what they think of the piece before you spend more money.  Do they understand the marketing piece?

Remember: You’re not trying to sell your products and services to your team; you’re selling to your target market. 

Good luck!

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100 Bottles of Beer on the…..Does Your Marketing Strategy Include Shareable Experiences?

12 Aug

You’ve seen it. You’ve probably done it.  I’m guilty.  You are at an amazing restaurant, or maybe you’re on a once-in-a-lifetime vacation.  You stop to take a photo either in front of a famous landmark or in front of something your friends and/or Facebook stalkers will think is cool.

You upload it to Facebook and check-in at the location.  You get lots of ‘likes’ and a few witty comments from your friends.  The business gets lots of free marketing exposure.

Do you have a shareable experience? If creating shareable experiences isn’t part of your marketing strategy, it’s time to QUICKLY rethink your strategy.  You don’t have to own a famous landmark; you can create something unique that people will want to share with others.  Here’s an example from a local brewery that opened a few weeks ago:

100 bottles of beer on the wall! Are shareable experiences part of your marketing strategy?

Are shareable experiences part of your marketing strategy?

I counted three different people taking their photos in front of the 100 bottles of beer on the wall.  We both know those photos were uploaded along with a check-in at the new, local hot spot.  How many people do you think saw that check-in and photo, and thought, “Cool! Let’s go check out the new restaurant in town?”

What’s your shareable experience?

Good luck!

Kid Smashes Face, Restaurant Gets Another Sale: An Easy Way to Increase Revenue

7 Aug

After I finished my coffee and stuffed my face with a bacon, egg, and cheese sandwich this morning, I asked the waitress for the bill.  The bill normally comes in that black American Express or Visa folder looking thing.  That’s not the case at Howard’s Station Café.  This is what the bill looks like:

Howard's cross-sell tactic

Howard’s cross-sell tactic

A magnetic square with the Howard’s Cafe magnet securing the bill and a message that reads, “Magnets For Sale at Counter.” 

Not only is this a unique way to deliver the final bill, but also a gentle reminder that you (or your small child) can purchase a magnet at the front when you checkout.  “Mommy! Daddy! Grandma! Grandpa! I want one of those magnets!!!” Any relative/friend/caretaker is more than happy to pay the extra $1.00 for the magnet, in order to prevent an all-out meltdown.  That’s another sale for Howard’s.

Guess what else is at the counter?  Three separate glass jars filled with three different kinds of homemade cookies.  The glass jars filled with cookies are on top of a glass case filled with other homemade desserts.  During my 30 minute breakfast, I witnessed two kids smash their face against the glass, hoping mom would buy a piece of cake for breakfast or an afternoon snack.  One kid got his wish.  Howard’s got another sale.

Do you have a cross strategy as part of your marketing plan and user experience?  Failure to implement a cross-sell marketing strategy leaves lots of money on the table.  What can you do to enhance the customer experience with a well-executed cross-sell marketing strategy? 

Good luck!

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