I just read that Kaiser, the behemoth healthcare association in California, only signed up 100,000 new members last year. And that despite their fabulous ad campaign about 'thriving' using Allison Janney to voice over clever scripts about how eating blueberries and staying healthy is Kaiser's mission. Well, of course it is. If you stay healthy, Kaiser saves money. Still, it was such a nice campaign, don't you think?
It seems to me that Kaiser must have one awful sales force of brokers (or they're not incentivized enough to sell Kaiser) if they can only find 100K new members. As a small business owner, I can authoritatively comment on the awful selection of health coverage today--insane prices for awful coverage. Or programs that are so confusing to understand you can't possibly get your value from the coverage. Or insurance providers like Aetna who loses every claim one submits, has the absolute worst customer service and earns their money apparently by ripping off customers.
Sure, this is a rant, but there's a marketing lesson here. Advertising alone just doesn't work. A successful company in today's world needs a great product with decent customer service, great marketing and a solid sales force. If Kaiser can't even get it right in this aging baby boomer society of ours, who can? I think it's the small businesses who are filling these needed niches. What do you think?
Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts
Saturday, April 5, 2008
Monday, January 7, 2008
Building a list of Great Potential Clients
One of the hardest marketing chores for many businesses is building a list of great 'target prospects' or potential clients to whom one wants to sell one's products or services.
What are the ideal methods for this?
Naturally, each business or each owner has their own favorite ways of finding their perfect client. Here are a few I've used with clients--and a few they use on their own with varied success:
1. rent mailing lists.
This method is truly a crap shoot since you've no relationship with the people on the list, so it's least likely to 'perform' for you. But it's a great way to start testing outreach, and for specific sales campaigns it can generate some good return on the invested cost.
2. post blogs and respond to readers who reply. At least they know something about you having read your blogs. It's a more likely sale this way, and a great way to build a list.
3. Capture enews or newsletter subscribers by offering something free to them. Again, they're ready something about your company so your foot is in the door a bit further trying to sell to this list.
4. Social networking. Post links to your site and sign up forms so you can capture their information if they're interested in what you sell.
5. Networking or speaking to organizations. Collect cards of people you meet in person at events, or networking and build your own list. Since you've met the person, know something about them and they you, this is a much faster sales cycle--meaning they are more likely to purchase your products/services sooner since they've met you.
6. Go to the library and find companies you want to serve on their proprietary databases. I often find this is much faster than searching online for lists that are not exactly what I need. No kidding, librarians are a vast wealth of info. If ONLY I'd realized that while I was in college :)
7. Media lists, like Bacon's Directory and similar collections are usually out of date as soon as they're printed due to a large turnover in that industry. But it's still one of the best for building a media list.
What are your favorite ways to build a list? Give us your comments and let us learn from your experiences because after all, Knowledge is Bliss.
What are the ideal methods for this?
Naturally, each business or each owner has their own favorite ways of finding their perfect client. Here are a few I've used with clients--and a few they use on their own with varied success:
1. rent mailing lists.
This method is truly a crap shoot since you've no relationship with the people on the list, so it's least likely to 'perform' for you. But it's a great way to start testing outreach, and for specific sales campaigns it can generate some good return on the invested cost.
2. post blogs and respond to readers who reply. At least they know something about you having read your blogs. It's a more likely sale this way, and a great way to build a list.
3. Capture enews or newsletter subscribers by offering something free to them. Again, they're ready something about your company so your foot is in the door a bit further trying to sell to this list.
4. Social networking. Post links to your site and sign up forms so you can capture their information if they're interested in what you sell.
5. Networking or speaking to organizations. Collect cards of people you meet in person at events, or networking and build your own list. Since you've met the person, know something about them and they you, this is a much faster sales cycle--meaning they are more likely to purchase your products/services sooner since they've met you.
6. Go to the library and find companies you want to serve on their proprietary databases. I often find this is much faster than searching online for lists that are not exactly what I need. No kidding, librarians are a vast wealth of info. If ONLY I'd realized that while I was in college :)
7. Media lists, like Bacon's Directory and similar collections are usually out of date as soon as they're printed due to a large turnover in that industry. But it's still one of the best for building a media list.
What are your favorite ways to build a list? Give us your comments and let us learn from your experiences because after all, Knowledge is Bliss.
Saturday, October 13, 2007
Is Word of Mouth All You Need?
"I get all my business from word of mouth". That's what I hear so often from business owners who just aren't telling the truth. Well, not the whole truth, anyway.
In fact, while word of mouth is the top method for 'marketing' services, if you do a bit of research you usually discover this:
Successful businesses don't sit back waiting for word of mouth to bring clients in droves in the door.
Accellerating word of mouth -- now that's the strategy that works. I've heard some owners on radio shows, read about them in local newspapers, or received their ezines or blog links -- which really are promotional tools that support word of mouth. There are entire books about word of mouth marketing suggesting everything from solving problems to offering fruitcakes. Really.
The important part is that in today's world people are just very busy, so to outreach to enough people to find the percentage who need what you offer, it's critical to take an active role rather than passively awaiting new clients from word of mouth 'marketing'.
Even those of us who have been around for eons find that we still need to keep in touch with colleagues, potential business owners who need our help, and with our vendors, otherwise they might forget about us. . . not that we're not astoundingly fascinating and memorable, just that there are lots of things vying for their attention. Think: billboards, newspaper ads, online gimmicks, tv commercials, itunes promos, radio shows and it's reported that we are subjected to 10-20,000 promotional messages every day. So, if you're a start up entrepreneur, you need to double your marketing efforts to compete with those already in the minds of your target clients.
That's how a marketing coach will help you. A coach understands how you've a million ideas floating around and need focussed direction on how to get your goals accomplished so you can stay on track to thrive. It's like a race--you train, you run, you stretch, you stay on track, you win. Well, at least you'll win a successful business if you know what to do, and in which order, over time.
So how do you cut through the clutter? By taking action, staying focussed, providing an unusually helpful service that people just can't live without. Work with a pro to pick the right strategies & marketing tools, and then jump in. Take action. Get out there. Meet new people. Learn as much as you can. Be a great communicator.
Of course, word of mouth is the best way to entice new clients. A trusted referral from a colleague will have your new potential client sign up for your services faster than any marketing and sales strategy. You just need to help it along by having tools in place that strengthen your word of mouth--like getting seen and heard frequently. TV, Radio, magazine or online articles, podcasts, networking--there are many more, so find something you like. And jump in.
In my unquenching thirst for knowledge, I'm always eager to hear how people are accellerating their word of mouth marketing--or if anyone just sits back waiting for the phone to ring? After all, Knowledge is Bliss.
In fact, while word of mouth is the top method for 'marketing' services, if you do a bit of research you usually discover this:
Successful businesses don't sit back waiting for word of mouth to bring clients in droves in the door.
Accellerating word of mouth -- now that's the strategy that works. I've heard some owners on radio shows, read about them in local newspapers, or received their ezines or blog links -- which really are promotional tools that support word of mouth. There are entire books about word of mouth marketing suggesting everything from solving problems to offering fruitcakes. Really.
The important part is that in today's world people are just very busy, so to outreach to enough people to find the percentage who need what you offer, it's critical to take an active role rather than passively awaiting new clients from word of mouth 'marketing'.
Even those of us who have been around for eons find that we still need to keep in touch with colleagues, potential business owners who need our help, and with our vendors, otherwise they might forget about us. . . not that we're not astoundingly fascinating and memorable, just that there are lots of things vying for their attention. Think: billboards, newspaper ads, online gimmicks, tv commercials, itunes promos, radio shows and it's reported that we are subjected to 10-20,000 promotional messages every day. So, if you're a start up entrepreneur, you need to double your marketing efforts to compete with those already in the minds of your target clients.
That's how a marketing coach will help you. A coach understands how you've a million ideas floating around and need focussed direction on how to get your goals accomplished so you can stay on track to thrive. It's like a race--you train, you run, you stretch, you stay on track, you win. Well, at least you'll win a successful business if you know what to do, and in which order, over time.
So how do you cut through the clutter? By taking action, staying focussed, providing an unusually helpful service that people just can't live without. Work with a pro to pick the right strategies & marketing tools, and then jump in. Take action. Get out there. Meet new people. Learn as much as you can. Be a great communicator.
Of course, word of mouth is the best way to entice new clients. A trusted referral from a colleague will have your new potential client sign up for your services faster than any marketing and sales strategy. You just need to help it along by having tools in place that strengthen your word of mouth--like getting seen and heard frequently. TV, Radio, magazine or online articles, podcasts, networking--there are many more, so find something you like. And jump in.
In my unquenching thirst for knowledge, I'm always eager to hear how people are accellerating their word of mouth marketing--or if anyone just sits back waiting for the phone to ring? After all, Knowledge is Bliss.
Is Word of Mouth All You Need?
"I get all my business from word of mouth". That's what I hear so often from business owners who just aren't telling the truth. Well, not the whole truth, anyway.
In fact, while word of mouth is the top method for 'marketing' services, if you do a bit of research you usually discover this:
Successful businesses don't sit back waiting for word of mouth to bring clients in droves in the door.
Accellerating word of mouth -- now that's the strategy that works. I've heard some owners on radio shows, read about them in local newspapers, or received their ezines or blog links -- which really are promotional tools that support word of mouth. There are entire books about word of mouth marketing suggesting everything from solving problems to offering fruitcakes. Really.
The important part is that in today's world people are just very busy, so to outreach to enough people to find the percentage who need what you offer, it's critical to take an active role rather than passively awaiting new clients from word of mouth 'marketing'.
Even those of us who have been around for eons find that we still need to keep in touch with colleagues, potential business owners who need our help, and with our vendors, otherwise they might forget about us. . . not that we're not astoundingly fascinating and memorable, just that there are lots of things vying for their attention. Think: billboards, newspaper ads, online gimmicks, tv commercials, itunes promos, radio shows and it's reported that we are subjected to 10-20,000 promotional messages every day. So, if you're a start up entrepreneur, you need to double your marketing efforts to compete with those already in the minds of your target clients.
That's how a marketing coach will help you. A coach understands how you've a million ideas floating around and need focussed direction on how to get your goals accomplished so you can stay on track to thrive. It's like a race--you train, you run, you stretch, you stay on track, you win. Well, at least you'll win a successful business if you know what to do, and in which order, over time.
So how do you cut through the clutter? By taking action, staying focussed, providing an unusually helpful service that people just can't live without. Work with a pro to pick the right strategies & marketing tools, and then jump in. Take action. Get out there. Meet new people. Learn as much as you can. Be a great communicator.
Of course, word of mouth is the best way to entice new clients. A trusted referral from a colleague will have your new potential client sign up for your services faster than any marketing and sales strategy. You just need to help it along by having tools in place that strengthen your word of mouth--like getting seen and heard frequently. TV, Radio, magazine or online articles, podcasts, networking--there are many more, so find something you like. And jump in.
In my unquenching thirst for knowledge, I'm always eager to hear how people are accellerating their word of mouth marketing--or if anyone just sits back waiting for the phone to ring? After all, Knowledge is Bliss.
In fact, while word of mouth is the top method for 'marketing' services, if you do a bit of research you usually discover this:
Successful businesses don't sit back waiting for word of mouth to bring clients in droves in the door.
Accellerating word of mouth -- now that's the strategy that works. I've heard some owners on radio shows, read about them in local newspapers, or received their ezines or blog links -- which really are promotional tools that support word of mouth. There are entire books about word of mouth marketing suggesting everything from solving problems to offering fruitcakes. Really.
The important part is that in today's world people are just very busy, so to outreach to enough people to find the percentage who need what you offer, it's critical to take an active role rather than passively awaiting new clients from word of mouth 'marketing'.
Even those of us who have been around for eons find that we still need to keep in touch with colleagues, potential business owners who need our help, and with our vendors, otherwise they might forget about us. . . not that we're not astoundingly fascinating and memorable, just that there are lots of things vying for their attention. Think: billboards, newspaper ads, online gimmicks, tv commercials, itunes promos, radio shows and it's reported that we are subjected to 10-20,000 promotional messages every day. So, if you're a start up entrepreneur, you need to double your marketing efforts to compete with those already in the minds of your target clients.
That's how a marketing coach will help you. A coach understands how you've a million ideas floating around and need focussed direction on how to get your goals accomplished so you can stay on track to thrive. It's like a race--you train, you run, you stretch, you stay on track, you win. Well, at least you'll win a successful business if you know what to do, and in which order, over time.
So how do you cut through the clutter? By taking action, staying focussed, providing an unusually helpful service that people just can't live without. Work with a pro to pick the right strategies & marketing tools, and then jump in. Take action. Get out there. Meet new people. Learn as much as you can. Be a great communicator.
Of course, word of mouth is the best way to entice new clients. A trusted referral from a colleague will have your new potential client sign up for your services faster than any marketing and sales strategy. You just need to help it along by having tools in place that strengthen your word of mouth--like getting seen and heard frequently. TV, Radio, magazine or online articles, podcasts, networking--there are many more, so find something you like. And jump in.
In my unquenching thirst for knowledge, I'm always eager to hear how people are accellerating their word of mouth marketing--or if anyone just sits back waiting for the phone to ring? After all, Knowledge is Bliss.
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