direct & word-of-mouth marketing ©1987 – 2008 allen e. fishman
TRANSCRIPT
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Direct & Word-of-MouthMarketing
©1987 – 2008 Allen E. Fishman
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Direct MarketingList/Database Management
Maintain an internal customer database.
Rent a managed list of potential customers.
©1987 – 2008 Allen E. Fishman
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Direct Marketing
Telemarketing Be sure to follow
national and local telemarketing laws.
Fax Marketing Be sure to follow
national and local fax laws.
©1987 – 2008 Allen E. Fishman
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Direct Marketing
Direct Mail Letters, postcards, invitations,
brochures, etc. News articles, reprints, etc.
E-Mail Marketing Educational topics, offers, invitations,
newsletters and announcements
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Bulk E-Mail Marketing
One-on-one targeting of exact customer
Easy to change content and update offering
Can engage a server that is set up to get through spam blockers©1987 – 2008 Allen E. Fishman
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Bulk E-Mail Marketing Use telemarketing to obtain e-mail
addresses for your database contacts.
Names and e-mail addresses obtained through an opt-in option on your Web site can be used for e-mail campaigns.
Bulk e-mail marketing is low cost once you have the e-mail addresses.
©1987 – 2008 Allen E. Fishman
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Word-of-Mouth MarketingWord-of-mouth marketing is the most honest form of marketing, building upon people’s natural desire to share their experiences with family, friends and colleagues.
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Word-of-Mouth Marketing
Two Types of Word-of-Mouth Referrals
1. Asked for
2. Out of the blue
JUSTASK
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Out-of-the-Blue Referrals
QUESTIONHow many sales people
do you have?
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Customer Relationship Management
Out-of-the-Blue Referrals
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Out-of-the-Blue Referrals
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Out-of-the-Blue Referrals
Recognize that a happy customer is the greatest endorsement.
Create customer enthusiasm instead of pushing marketing messages.
Provide something worth talking about.
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Out-of-the-Blue Referrals
Listen to consumers.
Listen and respond to your supporters, to your detractors and to those who are neutral.
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Out-of-the-Blue Referrals
Provide tools that make it easier for them to share their opinions.
Study how, where and when opinions are being shared.
Promptly and honestly respond to their concerns.
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Out-of-the-Blue Referrals
Educate people about your products and services.
Identify people most likely to share their opinions with others.
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Out-of-the-Blue Referrals
Find the right people and connect them to each other.
Help new communities to form.
Participate in and support existing communities and conversations.
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Asked-For Referrals
I
Love
Refer
rals
!
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Asked-For ReferralsWho do you ask for referrals?
How do you ask for referrals?
Do you reward people for referrals? For example, give your client a
coupon/discount/reward for every referral that becomes a customer.
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Asked-For Referrals
Give your clients extra service and follow-up support before asking for referrals.
When you give willingly to your customers, they will return the favor.
Have a formal referral program.
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Asked-For Referrals Top 20% of Customers: Not all your customers are referral candidates
Find the top 20% of your customers who are ecstatic about your business and ask them for referrals.
Make sure their network consists of the type of client(s) you want.
Reinforce your value. (WIIFM)
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Asked-For Referrals
Ask prospects and influencers for referrals.
Ask if they buy.
Ask if they do not buy.
Ask when they say something good.
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Asked-For Referrals Type of Customer: Inform your referring clients of the type of customers you can help.
Provide a clear picture of the customer demographics for your small business.
Educate them on services they may not be using so they can effectively refer.
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Networking
©1987 – 2008 Allen E. Fishman
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Networking Networking is making and using
contacts for a mutual benefit.
Networking is not a time to sell, but a time to make contacts.
Ask about their businesses and then tell them about yours.
Find out if you can benefit each other.
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Networking Relationships can generate direct
business or referrals.
Join your local chamber or Rotary Club.
Join industry trade groups.
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Networking: Events to Attend
Focus on events that attract your target prospect.
Attend events outside the typical type of event you normally go to as there is likely to be less competition.
Upcoming Events
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Networking: Events to Attend
Treat every event you attend as a networking opportunity.
If you belong to a group, get on a committee.
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Event NetworkingHave your 30-second commercial
(elevator speech) prepared.
Have you own name tag with a BIG first name and smaller business name.
MS Enterprises, Inc.
MarySmith
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Event Networking
Be the first to arrive. State your name, business and a quick
value statement when introduced.
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Event Networking
Be aware of your body language when you are speaking to others.
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Networking
Make connections with others by being a resource.
Do not refer others unless you know they are a quality individual or company.
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Networking: Business Cards
Carry business cards at all times!
Does your business card convey the needed message?
Consider including a picture on your business card for better recollection as people can usually only remember names for 24 hours.
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Networking: Business CardsThe difference a picture makes.
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Networking: Business Cards
When you get someone’s business card, make a note on the back to jar your memory when giving them a call.
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Networking
When networking remember to:
Listen as this will help you understand their potential pains or challenges.
Use FORE (Family, Occupation, Recreation, Entertainment) to create a bonding conversation.
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NetworkingWhen networking remember to:
Ask potential prospect “How can I help you?”
Make an appointment to get together right away.
Follow-up with handwritten notes or cards.
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Networking: PipelineHow often do you contact your
prospects?
What are you sending or saying to them?
What is your call to action?YourCompany
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Integrated Marketing Plan
Word-of-Mouth Marketing should be an integral part of your integrated marketing plan.
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©1987 – 2008 Allen E. Fishman
Questions?