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Power Marketing Tip 47: Marketing Challenges and Opportunities

Marketing challenges for the year ahead, lighthouse
Marketing Challenges and Opportunities

It was the simplest of times. it had been the worst of times.

That line from writer 1859 novel, A Tale of 2 Cities, may simply chart the year ahead.

I predict exciting times for marketers in 2012.

You will realize opportunities to achieve existing shoppers through new channels offered by the social media networks. The question is not "Should you cross-check Twitter, Facebook, Linkedin and others?" The question is, "What opportunities or threats may you miss by not participating?"

The challenge are to leverage some time and resources to order the utilization of those tools.

Mobile devices square measure eclipsing the utilization of computers. QR codes and Apps square measure solely 2 of the tools that business is developing to achieve and accommodate the whims of mobile device users. I wonder, "How several of you're reading this on a mobile device?"

Online forums, blogs and surveys permit you to spot trends, section niche markets and live responses quicker and additional accurately.

The tools conjointly alter shoppers to report product flaws and nasty client service. Would you travel somewhere new on faith web.TripAdvisor.com ? And would you be additional probably to report dangerous or sensible service? craving for a decent restaurant? Then you may scrutinize web.RestaurantThing.com . scan my http://www.powermarketingblog.com/ for reports of dissatisfactory client service.

You will face the challenges of the raised competition, additional educated customers and therefore the economic drop.

Good news for little and small business. Outsourcing is not any longer a technique for big firms shopping for elements from low wage countries. http://www.guru.com/ and http://www.elance.com/ build it simple to anyone with little|alittle|atiny low} budget to source a spread of small business services from selling to administration help. Then www.Fiverr.com very lowers prices by giving associate astounding (and typically silly) vary of services for $5.

As a vendor you'll be a hero this returning year if you're obstructed in, exploring and learning. meaning that you just can build mistakes.

It will be associate exciting year for marketers. i'll still entails the threats and opportunities for you.

Power Marketing Tip #48: Back Stage Marketing

With all the eye that the TV advertisements on the Super Bowl receive, it is easy to be seduced into basic cognitive process that is selling. Yes, sensible advertising is sweet selling - and keep in mind that it's just one a part of the selling combine. My guess is that you simply did not purchase a TV advertising on the Super Bowl. the value for thirty seconds was $3.5 M.

There was a additional necessary selling lesson that had nothing to try and do with the costly ads. That was the setup and level of the intermission show.

Madonna and therefore the remainder of the performers would have had no stage while not the crew. the frilly stage was got wind of in concerning seven minutes.

If the setup took too long the performance would are sacrificed. If the setup was done incorrectly the performers may need suffered embarrassment or injury.

They weren't known as the selling department however those setup folks compete a big role within the selling and presentation of the show.

Who square measure the rear stage marketers in your business? World Health Organization helps got wind of the stage thus your product may be delivered to the satisfaction of your clients? maybe there square measure activities that you simply do this constitute the class of back stage selling.

Shine a bright light-weight on your backstage marketers and supply them with the tools they have to line up the stage for your client expertise. provide them the coaching, tools and communication to assist delight your customers.

Look past the flashy advertisements. Examine all the folks and items that require to be in situ to deliver the promise that your selling department is with boldness broadcasting.

Power Marketing Tip 49: 3 Simple Tests for Your Graphic Design


3 Simple Tests for Your Graphic Design


Are you losing money because of starving-artists design?


I've noticed a lot of bad design of marketing material lately. I've also seen some fabulous graphic design. You might want to protect yourself from the design demons. It's so easy for budding entrepreneurs to use a design program without understanding or applying marketing design principles.

Good marketing design is art based on scientific principles. The art, I'm not so good at. I'm a stick figure artist at best. But I do understand the principles of effective design. If you're hiring graphic designers to creative marketing materials you don't need to be an artist but you need to understand the fundamentals.

Apply this 3 part test to your visual marketing materials. That might include your website, postcard, poster, sign, flyer, business card...

Attention
Whose attention do you want to catch? You can catch attention with a visual or with words. In either case it will likely be a benefit that your best prospects desire or a pain that they hope to banish. Design your marketing to target your best prospects.
This is especially challenging when your advertisement is on a page with other listings.
Absolution or aspirin - that's what grabs their attention. Most of the time, your photo, logo, or business name won't do that.

Eye Flow
Let's assume that you caught their attention - where do their eyes go next? If you don't know, it's bad graphic design. You don't need to be an expert to know where the eyes go. Just test it yourself. Our eyes tend to jump from point to point. Effective graphic design leads the eyes of viewers like a tour guide directing a museum tour.
Each eye jump must enhance the perceived value and want of your prospects. You should be able to predict the first three eye jumps.

Action
This is the final test. What do you want your prospects to do? If this doesn't happen your marketing investment was wasted. If you want them to call you, tell them why. If you want them to visit your shop, tell them why. If you want them to click your link, tell them why. If you want them to scan your QR code, tell them why.
People only act when they have a good reason. That is most likely the same factor that caught their attention. Don't hope that prospects will be curious. You don't want curious people. You want motivated buyers.
Remind your graphic designer that purpose and function are far more important than the artistic form. You don't want a Picasso. You want customers to buy.
Don't be seduced by the art - test your design against these three simple marketing principles.






PS: Here's an example of a poorly designed postcard.

Do you want an engaging keynote speech for your conference or sales meeting?
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Call George Torok 905-335-1997

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George TorokKeynote Marketing SpeakerCo-author of Secrets of Power MarketingGet your free copy of "50 Power Marketing Ideas"Power Marketing on FaceBookMarketing Zoo on TwitterShare/Save/Bookmark

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George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
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Power Marketing Tip 45: Kitchens or Bridges: What are You Selling?


Concrete Bridge, Budapest, Torok
Kitchens or Bridges: What are you selling?

Customers don't care about your internal process - until it goes wrong. Customers don't care about how many trucks you have until it arrives late. Customers don't care about the ingredients until they decide they like it.

Concrete Formations
Here is a company that didn't understand this principle. Guess what this business (Concrete Formations) sells? Not bridges. Not curbs. They sell custom shaped kitchen counter tops.
Who would have guessed that from the company name? When I pointed this out to the business owner he seemed distressed that I didn't understand him.

He was selling kitchen counter tops that could be shaped as the customer wanted. It would look like marble at much less than the price of marble. But he saw himself as a concrete guy. Imagine a husband telling his wife that the concrete guy is coming to do the kitchen. Would she envision a cement truck backing up to the window?

When describing your product or choosing your company name consider what prospects might be looking for - in the yellow pages and online. Perhaps something about kitchens and custom shaped counter tops. I suggested that he rename his company or product with kitchen counter tops in the title. He looked at me as if I was strange.

If this was an affordable alternative to marble counter tops call it Faux Marble tops.

Some possible phrases might be:
Looks like marble
I can't believe it's not marble
Why pay for marble?
Kitchen counters shaped the way you want
Beautiful counters in your kitchen



Anything but Concrete!


Google "Concrete formations" and you will find bridges not kitchen counter tops.


Google your company and product names and see what you find.


Select company and product names that will attract customers.


George Torok
Power Marketing

PS: Tell me how this marketing tip helps you.
PPS: Forward this tip to your associates.
PPPS: Thanks for your comments and feedback.
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Power Marketing Tip 46: 3 Keys to Personal Marketing

Personal Marketing, Promote Brand You
3 Keys to Personal Marketing

Personal marketing beats impersonal marketing every time.

That's one powerful advantage that you have over the large corporations. They can't be personal so they try to compensate by spending tons of money on advertising. You can't compete with their budgets. But you can compete using your strengths and still win.

As an individual or small business you have the advantage of being able to use personal marketing. The bonus for you is that personal marketing doesn't need to cost much.

What are the 3 keys to personal marketing?

1. Be personal
2. Have a personality
3. Exude confidence


1. Be personal

To be personal means treating customers as people. Call them by name. Smile. Engage them in conversation - not just for selling to them. Discover some personal information about them. How can you personalize your service to please them more? Keep track of that in your database.

2. Have a personality
Bring your personality to the conversation. Share something personal about yourself. That might include your culture, sport, pastime or family. Reveal a flaw because all people appear more real because of their flaws. Laugh more often.

3. Exude confidence
Personal marketing will only work if you appear confident about yourself and your message. That means you must believe in yourself and your abilities. Confidence in yourself will instill confidence and trust in others. Trust yourself and stay true to yourself. Being confident also means acknowledging and accepting your limitations.

Personal marketing is a powerful marketing strategy that is available to you. It can be both profitable and fun. Use it!

George Torok
Power Marketing

PS: Tell me how this marketing tip helps you.
PPS: Forward this tip to your associates.
PPPS: Thanks for your comments and feedback.
Click here to register for your free Power Marketing Tipshttp://www.torok.com/marketing/free.html

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Power Marketing Tip 44: Treat Your Customers Like Royalty but...

Treat your customers like royalty - but not kings & queens

It's bad business to treat all your customers the same. Instead treat them all like royalty. Recognize the different levels of royalty: kings, earls, dukes, lords and knights.
If you treat all customers the same you will waste your time and money. You might also chase away your best customers who feel unappreciated.
Some customers are better than others. You should treat those high value customers better and they should know that they are special customers.
Categorize your customers into three groups, A, B and C. (You could call them Platinum, Gold and Silver.)

A are your best customers. They are highly profitable, hire you often and lead to other business. They are a delight to serve and you would like to spend more time with them.
Invest more time and effort in pleasing them. Contact them most often. Convey elite status on them, similar to the airlines and hotels. Look for ways to offer additional services and value to them. Learn as much as you can about them. Focus your marketing on finding more customers like them.

B are the in-between customers. They are easy to work with but not big profit generators. Look for ways to move them up to A status and make it clear that they are not yet A customers. If they like you they will want to be A status.
If they don't like you they will quickly drop to C status. Don't cry. That's a blessing.

C are your bottom rung customers. They are mildly profitable at best, require a lot of maintenance and might be difficult to deal with. Look for ways to automate your contact and downgrade the serve level to them. You want to minimize your cost or convince them to leave and bother your competition.
Treat your customers royally but not equal. This will reward you with a better return on your investment.

George Torok
Power Marketing

PS: Tell me how this marketing tip helps you.
PPS: Forward this tip to your associates.
PPPS: Thanks for your comments and feedback.
Click here to register for your free Power Marketing Tipshttp://www.torok.com/marketing/free.html

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Power Marketing Tip 43: Oops We Made a Mistake

Oops! We made a mistake


You need to include that phrase in your marketing plan. Why? Because you are not perfect and you will make mistakes.


It’s normal to make mistakes and most of the time your clients will forgive your mistakes if you admit your mistakes and apologize.


Coke
Admitting your mistake and apologizing can be a powerful marketing technique. If you handle this well you can gain fanatically loyal clients.


Coke made a big mistake with the launch of New Coke. They responded quickly and reintroduced Coke Classic. That made Coke drinkers happy again.


British Petroleum
Do this poorly and you could lose longtime clients and chase away future clients.


BP CEO, Tony Hayward, might be the poster child for mishandling the “Oops we made a mistake” message when he spoke about the Gulf oil disaster.


Your mistakes might not be that grand but you can learn from those two extremes.


Breakfast
When our breakfast finally arrived, it was cold. We were hungry and reluctant to complain so we ate. When the waitress reappeared and asked “How is everything?” we hesitated then told her the truth. She clearly didn’t expect that and responded with, “I’ll ask the cook what happened.” That was not what we wanted.


I believe I know what happened – she waited too long to pick up.


Like Tony Hayward, her first reaction was to blame someone else. Perhaps she wasn’t allowed to make mistakes and clearly she wasn’t trained on how to handle a mistake.


Prepare
List the mistakes you have made. Add the possible mistakes you might make. Then for each mistake describe how you or your staff could handle it. Include ideas on appropriate phrases to use, possible restitution and escalation if needed.


Remember your purpose is to save or gain a loyal client.


It’s amazing how “Oops! We made a mistake” can soften up mistreated clients.

George Torok
Power Marketing

PS: Tell me how this marketing tip helps you.
PPS: Forward this tip to your associates.
PPPS: Thanks for your comments and feedback.

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http://www.torok.com/marketing/free.html

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Power Marketing Tip 42: Build a Marketing System

Build and follow Marketing Systems

Marketing is the process you follow to get sales.

That means if you want more sales you need more control over the process.

If the process is random or you can't describe it, you have little control. To gain more control of your sales follow a marketing system. A process is only a sequence of events but a system is a planned and measured process.

Systems are the answer to success in any area of your business and life. Want more success, just follow better systems.


A System has three elements:
1. A system is based on a principle.
2. A system is a process to reach the goal. It is not the goal.
3. A system is a set of routines that are followed consistently and persistently.


It's better to follow an imperfect system than have no system at all. It's a good place to start and you can adjust it as you go.

Are you already following good marketing systems? Should you improve them - or drop them?

Describe each marketing activity in terms of the steps in the process. Then test to see if it is a good marketing system. Measure both the inputs and the outputs.

For example: You do A, then B happens, then you do C, then D happens.

Does A always lead to B? If not, what determines how often A leads to B? What can you do to improve the occurrence of B? Or how can you make it more predictable and more efficient?

For example:
A - You buy an advertisement in a magazine
B - You get some calls

A - You host a seminar
B - You get some leads


A financial planner always knows how much new business he will do six months out because he follows a repeatable and predictable lead generation system that starts with an invitation to a luncheon seminar.
If you want more new business identify the top three ways that you get new business. Then start describing the steps in the process. Where can you exert control? Can you improve that? Where do you believe you have little control? Maybe you can improve your luck - like a Blackjack player counting cards to improve odds against the house.

To have more control of your business income implement and follow two to three good marketing systems.

 
George Torok
Power Marketing

 Tell me how this marketing tip helps you.
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Power Marketing Tip 40: Grab More Attention

Grab more attention

Your marketing must grab attention away from your competition. Everything in marketing is measured against your competition. Nothing else counts. And sometimes your greatest competition is complacency or sameness.


Use these four attention-grabbing pillars in your marketing.


•Contrast
•Conflict
•Comedy
•Connect


Contrast

The simplest way to stand out is through contrast. Contrast is the opposite of camouflage. Too many businesses use camouflage marketing. They promote in the same places and manner as the competition. There's no contrast, so prospects don't notice them. Camouflage is good for snipers but disaster for marketers. Contrast yourself from the competition by looking, sounding and acting different.


Conflict

Conflict is the biggest seller of the news. It's attention grabbing, emotional and graphic. You can inject conflict into your marketing by taking a controversial position. Make an offer that upsets your competition. Issue a challenge that stimulates conversations. Pick an enemy to which you are the conquering hero.


Comedy

Lighten up! We love to laugh. Make your audience laugh and they will pay attention to and remember your message. There's too much distressing news in our lives. You don't need to offer stand up comedy. You only need to make us smile. Volkswagen is still remembered for the funny advertisements that they ran way back in the 60's and 70's.


Connect

How can you connect with your target audience? Speak to their interests. If you don't know their interests - you have some research and thinking to do.

When you talk about issues that your target audience is interested in you immediately grab their interest. Discover what interests your best customers by asking them. For example, if you want to grab my attention, talk about personal marketing, presentation skills, marathon running or motorcycles. Those words immediately attract my attention.


Steal attention away from your competition with these four C's.

George Torok
Power Marketing

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Visit George Torok's marketing blog for more marketing insights, ideas and comments http://georgetorok.blogspot.com/


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Marketing Resources

30 days to more profitable networking
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Do you want a provocactive, engaging and motivational speaker for your conference or sales meeting?

Do you want an executive briefing for your management team?

Call George Torok 905-335-1997
Toll Free in North America 800-304-1861

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Power Marketing Tip 39: Lead with Success Stories

To capture attention and convert more prospects into eager buyers - lead with success stories.

Results sell. The purpose of marketing is to make it easier to sell and nothing sells like successful results.

This is even more important during challenging times. If your clients and prospects are hoarding their money you need to attract their attention and their money with success stories.

Clients buy based on their emotions. Success mitigates fears and appeals to greed. Most importantly it offers hope. All three of these emotional changes can persuade clients to buy.

A good success story includes

1 Before picture
2 After picture
3 Catalyst


Before Picture

Weight loss and fitness programs do this well. With words, numbers or images describe the pain or challenge.

After Picture

Using the same parameters show the results as a sharp contrast. The contrast must be clear and be memorable. For example: lost 50 lbs in 45 days; improved business by 15%; saved 12% on shipping costs.

Catalyst

Give credit to the product or service that made the difference.


Where can you find your success stories?

Client Testimonials

A testimonial from your clients is the best source of success stories. Ask your clients how things have improved for them as a result of your product or service. Then ask for the testimonial. Thank them and use the testimonials.

Case Studies

You can analyze results across your client base and report the trends. Or you might conduct an indepth study of one or a few of your best clients. You or your staff might conduct a simple case study. Another option is to arrange for a college or university student to conduct a more scientific study as part of their course studies. The advantage to you is that this third party report carries more credibility. The students often do this at no cost to you.

George Torok
Power Marketing
PS: Forward this tip to your associates.

Power Marketing News

Marketing blog
Visit George Torok's marketing blog for more marketing insights, ideas and comments http://georgetorok.blogspot.com/


Daily marketing tips
Follow MarketingZoo on http://Twitter.com/MarketingZoo

Marketing Resources

Proof Reading for your critical messages
Fast and dependable proof reading

30 days to more profitable networking
Get your networking skills in shape for better results

Do you want a provocactive, engaging and motivational speaker for your conference or sales meeting?

Do you want an executive briefing for your management team?

Call George Torok 905-335-1997
Toll Free in North America 800-304-1861

Forward this tip to your colleagues who want to gain an unfair advantage over the competition.
Subscribe to Power Marketing Tips here

http://www.powermarketing.ca/free_marketing_tips.html



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