Five ways to increase marketing response

The cost of everything is increasing – especially advertising. So it’s more important than ever to make your ads and commercials work as hard as possible to drive business to your door. Follow these tips to increase the return on your marketing investment.

1.              Keep the message simple. Use your advertising and communication efforts to promote only one thing at a time. It’s tempting to cram as many messages as possible into one ad--but remember to be kind to your audience. The more complicated the message, the more likely your potential customer will tune you out.

2.              Be sure your contact information is prominent. Your phone number and e-mail address needs to be large enough to be found on your print ad or direct mail piece. Make sure it's also large enough to read. For radio, repeat the information at least twice -- three times is even better. 

3.              Don’t make the customer work to get in touch with you. If you have a “vanity” telephone number like 1-800-DOGWASH, be sure to also include the corresponding numbers to call.

4.              Target your message. It’s tempting to try to reach everyone with your advertising.  But your ad, direct mail piece, radio commercial or postcard will be more meaningful and effective if it gives that customer specific information that interests him or her. That’s why toy commercials run in children's TV shows and furniture ads run in home improvement magazines. 

5.              Repeat your message several times. It takes several attempts before a prospect sees your message, and sometimes even more before he or she acts on it. So it's  better to run three smaller newspaper or magazine ads consecutively instead of running one big ad one time. It’s also better to send three simple and cheaper direct mail postcards to the same list of names rather than one expensive direct mail package only one time to a larger list.

What do you think?

Networking 411

You know you need to meet people--or network--to grow you business launch your career, find a job...you get the picture. Here are eight simple tips to get you started. 

1.     Spend some time at the registration table when you first get to an event. Scan the nametags to see who will be there. Make a note of a few people you’d like to meet.

2.     You’d be surprised how many people forget this simple tip: Make sure your business cards are handy so you can easily give one out when asked. If you wear something with pockets, you can reach your cards easily. I keep mine in the right pocket and put cards I’ve received in the left. That way I don’t accidentally hand someone the wrong card!

3.     When you collect a business card, jot a quick note on the back to remind yourself what you talked about with the card’s owner. Do this right after the conversation ends. Or make it part of your conversation: “I’m making myself a note to send you Marsha’s phone number…”

4.     Networking is a solo operation. Attend networking events by yourself so you’re free to move around the room. If you do attend with a colleague, agree to divide and conquer. Sit at different tables and circulate independently.  Remember—you came to meet new people, not socialize with someone you see every day.

5.     Ask a question, and really listen to the answer. Your goal is to learn about someone’s company and her needs. And if you really listen, you’ll learn what’s important to her and what her passions are.

6.     Networking is not the time for a hard sell. It’s good to be remembered, but not if you’re remembered as the most aggressive person in the room.

7.     Follow Up. A simple “it was nice to meet you” email is nice, but a handwritten note enclosing another business card is memorable. Just write a few lines, and invite your new contact to call if you can be of any help.

8.     Keep your new contact in mind when you come across information she can use.  Send an article or link by email, or better yet, send a real stamped letter and enclose the article or sample. Remember, your goal is to become a valued resource.

5 free (or almost free...) ways to promote your business

Try these tips to jump start your retail marketing. 

Always accept competitor coupons. How often has someone wandered into your store and produced a coupon from a competitor? Rather than explaining he's come to the wrong place, let him know he's in the right place by eagerly accepting it. This allows you to introduce your services to a new customer while taking away his reason to visit your competitor. You show him you’re a merchant who is genuinely interested in earning new business. Be sure to hand him some of your coupons and business cards, and remind him to return.

Wear your nametag everywhere. Like most business owners, you probably spend time away from your shop: getting that much-needed cup of morning coffee, buying office supplies and depositing funds at your bank. When you're out, let your nametag be a free ad for your business. Your nametag also shows fellow business owners you patronize them…and invites them to patronize you.

Give everyone business cards. Remember how good it felt to get your first business cards? You couldn't wait to give one to everyone you knew. Take advantage of this feeling by giving all your employees--even part-timers--personalized business cards. Encourage them to hand them to friends, family and other merchants. You’ll show employees they're part of the team and gain another inexpensive way to promote your business.

Ask customers how they heard of you. Too often business owners have no real idea whether promotions have been effective. To help you know what’s working, always ask how customers heard of your business. Keep a tally sheet at every register, by the telephones -- wherever employees talk to customers, and make sure employees ask each customer. Use the results to guide your advertising decisions.

Conduct casual surveys often. Asking customers for feedback tells them they’re important and their opinions are valued. An easy way to do this is to create a simple three to five question "survey of the month." Ask for input on business hours, product offerings, new services, etc. If you have an e-mail or standard mailing list of customers, send the survey and ask them to drop it the next time they visit (a great way to increase traffic). Enter each person’s name into a monthly drawing for free services or a small gift. Then calculate the results monthly and publish them in your store. And, when you implement a suggestion, be sure to let all your customers know their ideas helped improve the way you do business.

With a little thought and effort, it's easy to extend your advertising dollars. Start with these tips and get your business off to a quick start.