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• Bryce Curry• VP of Marketing and Product• Coleinformation.com
• Lora Ullerich• Digital media specialist• Coleinformation.com
Session Framework
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• New research that’s pro-small business
• Three effective prospect touch-points.
• How to stay top of mind in your community.
• Ways to extend your reach.
• Questions?
Session Framework
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•Cole Information•Published in 1947•Blue Book•Criss-cross directory of addresses and phone numbers
•Invaluable information for: •Telemarketing•Debt collection•Law enforcement
•Today, web-based lead generation for smallbusiness.
Then & Now
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• Like to shop close to home• 1.3 million consumers polled• 85% spend money within 5 miles of home• They’re drive farther for special events
• Like to be mobile• 91% of adults use cell phones• 56% are smart phones
Consumer Habits
Source: 8coupons.com and Pew Internet and American Life Project
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Small business can capitalize on this trend.
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• Shop small to support community
• Consumer education focus
• Plays off consumer’s needs, desires and wants
• Combination of:• Traditional
• Digital
• Social/word of mouth
Hyper-Local Marketing
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So where do you start?
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Drive Traffic to You
Find new customers
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The Event
• Unique to your product/service
• “Black” Friday/customer appreciation
• Unique presentation/host
• Partner with another small
business for synergy.
• Include a can’t-refuse
offer/special for attendees only.
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The Guest List• Rule of thumb: 60% of RSPV’s show up.• Invite 40% more RSVPs to ensure success.
• Create a targeted list around brick and mortar. • Send a postcard out to the 5 mile radius• Cole Information provides unlimited up-to-date
information. • Keep in mind:• Average age• Length of residence• home value
Up-To-Date MKGT List
•45 million homeowners move each year
•48 million workers switch jobs
•Errors in human data entry
Curbside Intelligence
Cole Home IQ•Fueled by GPS technology•Matches it up to industry-leading database•Take immediate action
•Call prospect •Tag records •Snap pictures •Take notes
Office Follow up
Now what?
You Have a List…
Start with a Postcard
• More than 50% of postcard marketing pieces are read.
• Printing costs are as low as $.05 each.
• Easier to address, read and keep.
Source: DMA
Anatomy of a Postcard
•Consistent branding
•Consistent colors
•Deadline
•Logo
•Call to action (Action you want them to take)
•Contact information
•Website and social media channels
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The Offer
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The Offer
Turn up the Radio!
•92% listen to local AM/FM stations each week.
•Ads on digital stations also an option.
•Regular :30 commercials breaks.
•Affordable market medium.
•Broad prospect base and local
target.
•Be sure CTA is easy to remember.
The Event
•Have outdoor signage, balloons, et.
•Sign-in sheet asks for alternative contact info:
•Email address
•Cell phone number
•Provide a presentation.
•Include up-sell opportunities and shopable items.
•Food and drink a must!
Follow-Up
Source: Insidesales.com/responseaudit
•Fifty percent never get called/emailed.
•Takes 42 hours to follow-up.
•1.63 call-back attempts.
•Best practice: 6-9 call-back attempts.
Email Marketing
•Regular communication via eNewsletter.
•Emphasize unique content; don’t just sell.
•Optimize for smart phones
•i.e.:clickable phone numbers.
•Subject lines short and powerful.
•Include website and social media links.
•Use email marketing services and have an opt-out.
Subject line Tips
•Use “Review,” “Update,” “Special” and “Video”.
•“Free delivery” for retail & commerce stores.
•Consumers love a “sale” and specific offers off.
•“Save” and “buy” have a negative effect.
•“Cheap” and “free” are also lower opens and click
through rates.
Source: 2013 Adestra Subject Line Analysis Report
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Email Marketing
Subject has urgency
Food and drink
Gives back
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Email Marketing
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Email Marketing
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Extend Your Reach
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Use Social Media
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Use Social Media
•“Daily Deal” and “Lunch
Special” keywords
•#hashtags
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Use Social Media
•Twitter.com/search
•What do local tweets
say?
Hyper-local marketing:•Location based service apps•SMS text messaging
Why it’s important:• Generate buzz = More traffic = More sales• Foster customer loyalty• Brand recognitionHow:•Check in at local venues/hotspots•Provide your own tips/favorites
TMGeo Targeted Marketing
•43% of all Google searches are local•More than 50% of mobile searches are local
Be on Google +
Customr
Reviews
•Create a Google+ Account•https://plus.google.com•Go to Maps•Add your business on Google Maps
Google +
Customer
Reviews
Ask/Reward Reviews
Extend Your Reach Farther
•Update your website.
•Use social media to ask how people are using
product/service around the country.
•Create customer relationships by asking questions
•Start a blog and reward feedback—good and bad.
– Once again, track and measure
Track & Measure
5 Action Points
•Create an in-store event.
•Use traditional media to direct traffic to your
store.
•Capture alternative contact details for unique
follow-up opportunities.
•Use social media to stay top of mind.
•Add in a blog and use all forms of channels to get
your message out and stay relevant.
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