Chapter 7: Connecting With and Engaging Customers – Marketing and PromotionsLearning Objectives:1. Learn how to communicate with Target Customers using a

wide range of promotional methods2. View exceptional customer service as the key to promotion3. Determine the dollar value of your customer and the

importance of all employees acting as salespeople4. Promote your business through free ink and free air5. Learn how to use newswire services6. Appreciate the importance of networking7. Understand the value of personal selling8. Learn how to use sales reps effectively9. Explore the vast array of web offerings10. Develop the best promotional mix for your business11. Attach price tags to promotion ideas

What is Promotion?

Move the image of your business to the forefront of a prospect’s mind

Multiple promotion channels are imperative and the message must be consistent

Coordinate online and offline efforts so as not to confuse customers

Wrap price, product, promotion and place around your Target Customers’ needs

Follow blogs and Twitter feeds to keep yourself up to date

Connecting with Your Target Customer

Customer Service Networking Free Air/Free Ink Personal Selling Visibility Email Direct Mail Paid Advertising Mobile

Sales Reps Money-Back

Guarantees Trade Shows Catalogs Packaging Key Words Pop-up Banner Ads P-O-P Displays Packaging

Marketing Overview Examine successful promotional campaigns within your industry Technology has opened new avenues to reach customers Buzz or word of mouth is the most effective technique Answer the critical questions:

What is your message and how can you be unique? What is appropriate for your Target Customer? What can you afford to spend and what are your prior experiences? What are your immediate goals and long-term strategies? What benefits will your customer receive? What will give you the biggest bang for your buck?

Advertising dollars are shifting with increased mobile spending

Passionate Entrepreneurs Meet at Startup Weekends

Hands-on experiences to find out if start-up ideas are viable

Attendees inspire others to join their team, practice start-up and demo prototypes

Top Reasons to Attend● Education ● Actually Launch a

Business● Build your Network ● Face Time with Leaders● Co-Founder Dating ● Save Money & Get Stuff ● Learn a New Skill ● Join a Global Community

Exceptional Customer ServiceAs Promotion

Relationships, reputation and references Learn everything you can about your Target

Customer Make your benefits real and offer the customer

more than they expect Employees should:

Proactively serve the customer Display the power to act Provide information and educate customers Be sociable and willing to help at all times

Remember what your customer is worth

Action Step 34: Exceptional Customer Service through Touchpoints

Develop ways to make each touchpoint memorable for your Target Customer

Exceed your customers’ service needs Only incorporate tactics that do not

exceed your time or money constraints Keep refining your touchpoints Remember that everything matters

Action Step 35: What Are Your Customers Worth? How Can You Make Their Dollar Value Memorable?

Determine the dollar value of your customer Consider the number of future clients you

can expect to gain through word of mouth Design a way for you and your employees to

remember the dollar value of customers When customers are treated well they return

and bring other customers – everyone benefits!

Free Ink and Free Air

Establishes your company in a believable way Traditionally done through a formal Press

Release Consider Help a Reporter Out (HARO) which

connects firms with reporters Make your press kit information clean, concise

and pleasant to the eye Testimonials are important Bloggers are an excellent source to spread the

word

Networking

Networking groups carry the image of your business to a support group

Networking is using your contacts to get what you want

Network your way to new customers and build core groups

Become an active member of a networking organization● Trade organizations ● Women‘s organizations● Sales-lead clubs ● Chambers of Commerce● Political clubs ● Social, community & charity

groups

Additional Promotional Elements

Paid Media Advertising Expensive and generally requires costly repetition to be

successful Preferred placements are reserved for big spenders

Point-of-Purchase Displays Packaging

Design a unique look and remember less is usually more Consider environmental issues and keep it clean and clear Use product benefits and demonstrate how the product works Design is an art and a science – refine, refine, refine! Consider legal requirements, product protection and ease of

use Shelf space and shipping costs should also be considered

Avoid Unlawful Advertising: Seven Rules for Your Business

Be Accurate Get Permission Treat Competitors Fairly Have Sufficient Quantities on Hand Watch Out for the Word “Free” Be Careful When You Describe Sales

and Savings Observe Limitation on Offers of Credit

Additional Promotional Elements

Catalogs (generally in conjunction with online sites) Catalog Houses are always looking for good products to

sell Direct Mail can go to the heart of your target market Money-Back Guarantees Trade Shows Other Sales and Marketing Material

Become a recognized expert in your field Blogs Working Visibility

Develop and Maintain a Strong Presence Personal Selling

Sales Reps As Connectors

Ask the sales reps: How many salespeople are in your firm? What is your background and experience? What geographic territories do you cover? What complementary lines do you represent? What ideas do you have for trade show presentations? Would you work on a regional rollout first? May I participate in meetings and help train the reps? What sales call reports can I expect? What performance guarantees do you offer? What results have you achieved for similar companies?

Small Business Website

A website and web marketing are vital Only one tool in your marketing chest Easier than many people believe SEO (Search Engine Optimization) is

key Promote your website offline Make the name easy and include it on

all advertising

10 Things Every Small-Business Website Needs

A clear description of who you are A simple, sensible Web address An easily-navigated site map Easy-to-find contact information Customer testimonials An obvious call to action Know the basics of SEO Fresh, quality content A secure hosting platform A design & style that’s friendly to online readers

Action Step 36: Brainstorm a Winning Promotional Campaign

Disregard all budgetary constraints Workable solutions often develop out of

unrestrained thought Envision endorsements from movie stars and

the services of a first-class catalog house Specify the perfect customer list Put your passion for your business into your

promotional ideas and campaigns

Attach Price Tags to Your Promotional Strategies

Five Steps Determine your sales and marketing goals Develop strategies to achieve a goal Create a specific promotional method for carrying

out strategies and have measureable objectives Detail and enact a program involving specific

promotions chosen following a budget Evaluate the effectiveness of your promotional

vehicles and adjust as needed

Action Step 37: Attach a Price Tag to Each Item of Your Promotional Package

Research the cost of top customer connectors Outline how you will implement the free ones Imagine you have chosen the promotional mix of:

Website – determine the cost to develop Direct mail – contact brokers, ask for recommendations

and discuss costs Personal selling – budget the time and money you need

Determine the cost of any other ideas you have developed

Think Points for Success

Stand in your Target Customers’ shoes Maintain your presence and be unique with your promotions A world in transition means opportunity for entrepreneurs To launch your mailing lists, give something away Create excitement – it sells Remember to promote the benefits of your product or service People buy experiences – make them memorable! Keeping a customer is far cheaper than finding a new one Make customer service a passion Passionate customers become walking billboards When you think you have made it, don’t let your guard down Take the time to connect with customers who do not return Listen to your customers and tell your story Build relationships and be creative