Volume 2 Number 1
This
week the Zpd.TIPS step-by-step marketing strategy begins its
look at
Media Guidelines
-
Advertising
must generate maximum media
impact, consistent with budget
guidelines. This will be accomplished through a
combination of the following elements:
from
the following options select [A] and/or [B] [C]
[A]
Reach
-
To
reach our market(s) effectively and efficiently, we will
advertise in [consumer/ business/ industrial/ trade/
association/ school/ other?] media with [broad/ vertical]
market penetration, as detailed in our media plan –(if
your media plan is appended to the marketing plan, or
"to be developed").
-
In
addition to scheduled media, we will seize ever
[available/ affordable] opportunity to appear in special
issues or sections which may provide a dedicated and
timely environment for our advertising. NOTE: media sales
people will advise regular advertiser in advance of
upcoming issues which may be of special interest to
them... but be sure to ask!
[B]
Frequency
-
Advertising
impressions increase with repetition, so we will schedule
as many insertions as the budget allows, per media plan
[attached/ to be developed].
-
Advertising
schedules will be [front loaded for launch/ constant
throughout the campaign period/ increased during peak
selling periods/ times to correspond with editorial
coverage/ other?]
-
Frequency
may be traded off to Impact – i.e.: we may opt for
[larger space/extra colors] at the expense of GRPs, in
certain media and/or at certain times.
[C]
Impact
-
For
maximum impact, our ads will be as large and colorful as
allowable within the budget. We will [maintain/ reduce/
increase] the size of the ads after launch.
-
Optimally,
we will employ (specify ad sizes and colors, if known –
i.e.: 30 second spots/ double-page spread/ full page ad/
half page ad/ 4-color/ spot color/ black and white/ other)
followed by (specify size of maintenance ads).
-
Where
a premium price for preferred position in the media is
justified, advertising will be positioned for maximum
impact (specify special position, if known – i.e.: front
cover/ center spread/ the business section/ drive times/
other?)
-
As
required by frequency, a campaign of (how many?
____)[ads/spots] would be produced and rotated over the
course of the campaign period.
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Volume 2 Number 2
I ran the ad... the phone didn’t ring...
Be ready to give your ad time to work. Very often a message
doesn’t get through to every potential reader/viewer until
it has appeared in the same media at least a few times. If
your use high frequency insertions, you ad will "wear
out" sooner than later. A good rule of thumb says that
most ads are "seen and noted" best after 3 to 5
insertions in the same media, and "wear out" begins
after 7 to 12 repetitions. But there are too many exceptions
to this to be more than just a rule-of-thumb. If you ad
includes some kind of response mechanism, say a coupon
offering a free gift or information package, you can easily
track your ad’s reader/viewership.
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Volume
2 Number 3
Tracking
Readership and viewership studies are available through
most media, for a fee. As a free service to advertisers most
industrial and trade magazines insert a "Reader Service
Card" in each issue. Readers wishing to receive more
information about your ad just circle your ad number on the
card and mail it postage-paid to the magazine, who forwards
the inquiry to the advertiser.
Complete this sentence for your media plan...
Our media advertising will be periodically monitored
via
(specify, if known – i.e. Starch readership surveys /
Nielsen / a market research supplier/ our own marketing
department/ out agency / other?) and any media or creative
changes which may be indicated will be promptly addressed.
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Volume
2 Number 4
Tracking
Most media advertising guidelines also apply to other forms
of advertising, including:
"Outdoor" – paid advertising displayed in
public places – roadside billboards, back-lit signs in
malls, etc.
"Transit" – posters on buses, trains and in
stations.
"Point of Sale" (POS) – signs and posters
displayed on or in stores, on a shelf or as part of a
display or merchandiser.
"Free Standing Insert"
(FSI) – sometimes
called a "supplement" – any promotional piece,
even a multi-paged brochure, catalog or newsletter –
inserted in a magazine or newspaper (at considerably less
cost than the equivalent size ad in the same publication).
Of course, you have to pay to print enough inserts for the
media circulation you are buying. Also, your FSI must meet
the publication’s mechanical requirements, and you have to
deliver your material for insertion to the media. But if you’re
printing that "insert" for some other use anyway,
you’re already paying the "penalty" since
printing costs decrease sharply with volume.
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Volume
2 Number 5
Sales Promotional Guidelines
[In addition to/independent of] standard advertising
practices, special promotional activities including (specify,
if known – trade promotions/consumer promotions/ sampling
programs/ discounts/ two-for-one/ bonus packs/ premiums/
contests/ cross-company tie-ins/ others?) will be developed
for the following tactical reasons:
(Select options from the following list which express
your intentions, in any, for using sales promotions)
To build traffic at point of sale
To promote trial during launch phase
To counter competitors’ tactics
To level seasonal sales peaks and valleys
To control over-stock situations
To gain promotional leverage through cooperative programs
with other marketers whose [products/services] are
complementary to our own
To complement our regular advertising program
Sales promotions will be announced in the marketplace via
[media advertising/ direct mail/ POS/ other] and supported by
special materials including [coupons/ promotional packaging/
scratch-and-wins/ magic ink cards/ banners/ t-shirts/ hats/
other].
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Volume
2 Number 6
Direct Mail Guidelines
From the list below, select [A] and/or [B] [C], as
applicable.
[A] Due to the geographic concentration of our market
segment, direct mail is a cost-effective [alternative/adjunct]
to our other communications programs. We will use [or
prospects list/ rented mailing lists/ other] to reach our
target markets via [first class mail/ bulk mail/ postal walks/
newspaper supplement/ email/ web-based/ other].
[B] Due to the nature of our message, direct mail is the
only practical way to impact our target market. Our
[product/service] demands the [personal/ confidential/
tangible] presentation that only direct mail can
cost-effectively deliver.
[C] Due to our response-driven marketing objectives, direct
mail is the most cost-effective marketing communications
vehicle. Direct mail delivers both the sales pitch and the
order form directly into the customer’s hands.
Creation, production, stuffing and distribution of direct
mail materials will be managed with the assistance of
suppliers.
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Volume
2 Number 7
Telemarketing
Guidelines
A large and growing number of enterprises are successfully
marketing their goods via telephone sales. As with direct
mail, success largely depends on the quality of the database
and of the "delivery" system, in this case, the
script and operator. Additionally, you need telephones and an
efficient order-taking system plus efficient shipping and
handling. If you know who your prospects are and you are good
on the phone, you could evolve your own system telemarketing
success. Or you could employ telemarketing service providers,
available online or in the yellow pages.
Complete the following for your marketing plan:
We will rely on telemarketing to:
[] produce direct sales
[] follow up on publicity releases
[] follow up on direct mail
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Volume
2 Number 8
Public
Relations and Publicity Guidelines
Any editorial coverage you receive from the media is like
free advertising; but it isn’t exactly free. You have to
communicate with the editors. Send them press releases. Talk
with them on the phone. Your rewards can be great. Many small
companies with no advertising budgets have been launched via
PR. Your press release will have a better chance of being seen
and used if it is emailed to the editor or reporter by name.
Call the publication to get the contact information you need.
If you cannot get the name of person you need to communicate
with, you can send your release to the department.
Published articles might also serve as an endorsement which
can add credibility to your advertising.
Public Relations firms are listed online and in the yellow
pages.
We will look at your two publics over the next few weeks.
External Public – customers, clients, community,
investors, others?
Internal Public – employees, employees’ families,
suppliers, distributors, dealers, others?
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Volume
2 Number 9
Public Relations and Publicity Guidelines
If you decide to rely on Public Relations, select or
combine options from the following list that answer your
marketing goals and/or help to overcome weaknesses you have
previously identified.
- as our principal promotional vehicle to publicize our
[company/ product/ service].
- to supplement media advertising as a cost-effective way
to interface our target markets.
- to enhance our corporate image via-a-vis ( Identify
special publics you want your PR to influence – eg: the
financial community).
- to maintain a continuous presence vis-a-vis our
public(s),
consistent with our corporate mandate.
A corporate mandate can be a guiding principal and
unifying thread for all of your marketing communications
activities. Your company’s mission statement should
project the image you wish to communicate to your publics
– eg. pace-setting/ leading edge/ customer service
driven/ fiscally sound/ environmentally aware/ a good
place to work/ etc.
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Public Relations and Publicity Guidelines
To accomplish our PR objectives we will:
(Select or combine options from the following list)
- develop a list of our [industry’s /market’s] major
media; including managers, editors, contributing editors,
writers, reporters
- develop a list of all key management and/or decision
makers at our customers’ and prospects’ companies
- develop a sustained public relations dialogue with
on-going contact between key editors, writers, news
personalities, and our company’s top-level personnel
- develop a bulletins to keep key editors abreast of fast
breaking news concerning our company
- develop a newsletter as a showcase for our company’s
products, successes, significant marketing and
manufacturing events, technical support and product
development stories, customer profiles, dealer profiles.
Distribute the newsletter to all customers and prospects,
sales representatives, dealers and distributors, as well
as to the media and posting on your web site.
- develop a series of press releases on our
[product(s)/ service(s)/ people/ facilities/ plans/ awards/ etc.]
- develop a Press Kit around key announcements regarding
our company/ product/ service], including photographs
and/or product samples for distribution to key editors
- invite media to attend editorial visits to include a
tour of facilities, product demonstrations, news story
briefings interviews with key company personnel to be
timed with [grand openings/ product introductions/ company
milestones/ etc.]
- schedule our key people to give talks or lead seminars
at industry association meetings and conventions
- maintain hospitality suites at trade shows and
conventions. schedule mini interviews with key executives
for the media
- display samples and reproductions of our [advertising/
awards/ reviews] where visitors can see them
- distribute our corporate brochure, annual report and
promotional literature to customers and prospects and
display in all public area(s) of our company offices
- develop feature articles around facilities openings,
plant expansions, new acquisitions or mergers, providing
perspective on the [history/ heritage/ principals/ ideals]
that make our company noteworthy
- take courtesy ads in events programs of special interest
to our [customers/ distributors/ dealers]
- participate in selected community service activities and
conspicuously support social good works
- others....?
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Volume
2 Number 11
Public Relations and Publicity Guidelines
A press clipping service will be hired to monitor
publications receiving our press releases and to send us tear
sheets of published stories. (Press Clipping services can be
found in the yellow pages or online).
Internal Publics...
select or combine options from the following list...
- display poster-size reproductions of our [advertising/
awards/ reviews] where employees can see them and share
company pride
- institute and publicize an employee awards program,
recognizing outstanding performance, safety records, ideas
- organize teams sports and produce jackets, hats and/or
other personal accessories for employees to wear,
imprinted with the corporate identity
- develop an internal newsletter whose editorial policy
focuses on employee interests and achievements
- other?
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Volume
2 Number 12
Public Relations and Publicity Guidelines
Events Marketing/Sponsorship Guidelines
We will sponsor certain [event/ activities/ programs].
Sponsored events myust meet the following criteria:
- interface our target market
- support our corporate/brand image
- provide corporate PR leverage
- provide free and paid media opportunities
- provide promotional opportunities
- other?
sponsored events will include:
(select or combine options from the following list)
- men’s /women’s sports (specify, if known –
basketball, tennis, golf, etc..)
- cultural and arts
- awards programs/ presentations
- charities/ research/ ecology/ environment
- other?
Paid advertising [will/ will not] be used to promote
sponsored events.
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Volume
2 Number 13Public Relations and Publicity Guidelines
Shows and Exposition Guidelines
[Trade/Consumer] shows will be [the principal component of/
a key element of/ a minor component of] our marketing
communications campaign. We intend to create [an impressive
presence/ a modest presence] at the following events:
(list in order of importance)
Show Name:
Venue:
Dates:
We will take the following steps to maximize the
effectiveness of our participation at these events: (select or
combine from this list)
- hospitality suites
- advance direct mail to our prospect list to announce
booth number at each show and to invite them to meet with
us
- advertising announcing our booth number and inviting
attendance will be placed in [show program/media]
- promotional materials for the show will include
(specify, if known – posters/ spec sheets/ pamphlets/
imprinted toys, bags or other favors/ others
- show display professional designed and built
- a [registration book/ ballot box] will be provided for
visitors to [sign-in/ deposit business cards]
- we will create a promotion to attract and reward
visitors to the booth
- booth will be attended by: (identify company personnel
and indicate if there also will be professional show hosts
- other
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Volume
2 Number 14Public Relations and Publicity Guidelines
Brochure and Collaterals Guidelines
Corporate brochures and other printed information materials
support most marketing programs. You may be able to
desk-top-publish some of your own materials. Professionals,
such as Z promotion & design are available, as
well.
We will develop a corporate brochure, organized as follows
Content:
- cover with corporate identity
- message from the president
- corporate mission statement
- organizational information
- products and services
- plants and facilities
- sales and distribution
- quality assurance
Form:
- paper (type/weight)
- format (3-panel/ pocket/ folded)
- size
- pages (number)
- colors (4-color, 2-color, one color)
- special (varnish/ emboss)
- illustration technique (photography/ illustrations/
specialty)
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Volume
2 Number 15Public Relations and Publicity Guidelines
Additional Collaterals to support Sales and Marketing
We will produce the following additional collaterals:
(select, modify, delete or add)
- pamphlets/ catalogues/ spec sheets/ rate cards
- audio/video shows/ power point presentations/ product
demos
- technical support materials (bulletins/ manuals)
- point of sale materials (signs/ shelf talkers/ display
merchandise)
- in-pack/ on pack materials (user instructions/ recipes/
re-order forms/ promotional inserts/ premiums)
- ads/posters
- newsletters
- brochures
- post cards
- bulletins
- presentation kits
- business cards
- price lists/rate cards
- catalogues
- charts/graphs
- proposals
- data sheets
- questionnaires / surveys (online)
- direct mail
- reports
- financial reports
- resumes
- business forms
- letterhead stationary
- handouts/flyers
- telemarketing scripts
- Invitations
- Videos
- Letters
- Research Studies
- TV/Radio Spots
- Multimedia Presentations
- Web Presence
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Volume
2 Number 16
Budget Guidelines
Communications costs can range from 4% to 15% of annual
projected sales.
If your first (of two) phases runs [say] six months,
allocate at least 50% of your total annual communications
budget to Phase-1. If you are "front-loading" your
communications spending, increase your allotment
proportionately for Phase-1.
A Media Plan usually includes a "blocking chart"
or calendar with all selected media listed with insertion
dates "blocked" in for the entire campaign period.
Phase 1 communications investment will be budgeted as
follows:
(select, add, delete, modify as appropriate)
Item |
Allocation
|
advertising |
$_______
|
sales promotion
|
$_______
|
public relations |
$_______
|
direct mail |
$_______
|
shows |
$_______
|
sponsorships |
$_______
|
telemarketing |
$_______
|
internet |
$_______
|
other |
$_______
|
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Volume
2 Number 17
Budget Guidelines
In comparison with industry averages, we are investing...
Select [A] or [B] or [C] from the following:
[A] at parity with key competition. Parity spending is
necessary to create a credible presence in the media,
vis-a-vis our target markets
[B] at a higher rate than key competition. This is required
if we expect to:
(select, add, delete, qualify, elaborate as appropriate)
-generate immediate high awareness and excitement during
launch.
-create credibility as a leader in the field
-other reasons to spend above the industry average?
[C] at a lower rate than key competition. We can spend less
in view of our...
(select, add, delete, qualify, elaborate as appropriate)
-well entrenched position in the marketplace
-leverage with distributors/retailers
-unconventional marketing/communications strategy
-other reasons you may spend below industry average
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Volume
2 Number 18The Plan of Action
Within the Plan of Action Section of your marketing plan,
we’ll look at the following topics:
- Task Force
- Suppliers
- Critical Path
The task force will consist of individuals who will be
responsible for [managing/ coordinating/ implementing] this
marketing plan.
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Volume
2 Number 19
The Plan of Action
The task force will consist of individuals who will be
responsible for [managing/ coordinating/ implementing] this
marketing plan.
For each of the tasks listed, you need place an individual
in charge and determine whom that person reports to. A chart
works great.
TASK |
responsibility
of
|
reporting
to
|
new business
development
|
|
|
dealer
and OEM
support
|
|
|
sales
generation tools
|
|
|
customer
service/
support
|
|
|
corporate
identity
standards
|
|
|
brandmark
recognition
|
|
|
direct
response
promotion
|
|
|
telemarketing
–
scripts/training
|
|
|
product
position
and identification
|
|
|
advertising
and
sales promotion
|
|
|
public
relations
|
|
|
product
development
|
|
|
internet
strategy
|
|
|
other?
|
|
|
Remember ...as you take a closer look at the tasks at hand, Z promotion & design is available to make this step
easier on you and your business.
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Suppliers ---
Following are the types of suppliers who will assist in the
implementation of our marketing campaign:
(Most suppliers offer multiple services and provide cost
estimates with no obligation. If you’re not sure what
services are offered, ask. The fewer the suppliers – the
fewer the headaches)
- -package designer/fabricator
- -sales trainer/motivator
- -marketing consultant
- -media buying service
- -advertising agency
- -sales promotions agency
- -copy/layout/graphic design
- -printers
- -direct mail agency
- -direct mail fulfillment
- -telemarketing company
- -public relations firm
- -exhibit designer
- -audio/video production company
- -web design/development company
- -illustrator/photographer
- Our suppliers are already selected: (List suppliers by
name and service)
Additional suppliers will be selected after a limited
search based on [established/to-be-established] criteria.
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Volume
2 Number 21
The Plan of Action
Critical Path ---
Decisions and steps to be taken within the next (how many?)
_________ [weeks/months]
Activity
|
Responsibility of
|
Initiation Date
|
Completion Date
|
Marketing Plan
Approval
|
|
|
|
Select
Agency/
Suppliers
|
|
|
|
Write
& Review Comm.
Plan
|
|
|
|
Write
& Review
Media Plan
|
|
|
|
Review
Customer/ Prospects List
|
|
|
|
Product
Review
|
|
|
|
Market
Research
|
|
|
|
Distributor/
Dealer
Selection
|
|
|
|
Organize/
Recruit
Sales Personnel/
Reps
|
|
|
|
Schedule Sell-in
|
|
|
|
other?
|
|
|
|
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Volume
2 Number 22The Plan of Action
Critical Path
As you pull together the information needed to take
last weeks’ (Zpd.TIPS vol.2 no.21) steps, consider
- Supplier long-list
- Supplier quotes (review actual costs vs. budgeted costs)
- Establish research parameters
- Distributor/Dealer list
- other?
Decisions and steps to be take within the next (how many?)
___________[weeks/months]
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Volume
2 Number 23The Plan of Action
Critical Path
Information needed to take the steps outlined in Zpd.TIPS
vol.2 no.21
Decisions and steps to be take within the next (how many?)
___________[weeks/months]
- Sell-in to retailers/distributors
- Set Production schedule (design, illustration.
photography, type, art, films, printing,
filming/recording, editing, mixing, dubbing, web work,
etc.)
- Book media
- Obtain mailing lists
- Creative review (first draft copy, layouts)
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Volume
2 Number 24
The Plan of Action
Critical Path
Information needed to take the steps outlined in Zpd.TIPS
vol.2 no.21
Decisions and steps to be take within the next (how many?)
___________[weeks/months]
- Creative approval
- Production (itemize by job – i.e. photography/
typesetting/ recording/web/ etc.
- Mailing
- Insertion Orders to Media
- Research Results and Review / Revise Strategies/ Tactics
- Initiate Phase 2
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Volume
2 Number 25
For the last year or so Zpd.TIPS has taken a marketing plan
and broken it up into weekly installments. Last week we
finally finished.
If you missed any of it, or are ready to begin putting your
own marketing plan together, you can visit the Zpd.TIPS
archives... start at
tip #18 and keep going. Or get in touch and I’ll help.
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Volume 2 Number 26When the economy is looking bleak, we all begin counting
our pennies, rubles or lira and our first impulse is to cut
marketing and advertising.
BAD choice.
Your best bet is to look for economical ways to continue to
market your company. Over the next few weeks, Zpd.TIPS will
give you some ideas.
First up, keep in touch with you current and recent
clients/customers. If they are cutting staff, you may be able
to fill in as an outsourcing partner. Communication is the
key. Pick up the phone. Send an email. Take your contact to
lunch. Find out how you can work together for the mutual
benefit of both businesses.
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Volume 2 Number 27Continuing with some ideas for maintaining lines of
communication with your existing and potential clients…
Consider sending out a survey.
This can be done via the web, as a direct mail-back piece
or on the phone.
The benefits:
a) a survey puts your company in the forefront of your
clients’ mind.
b) a survey provides you with valuable information that
can help your company grow or adapt.
Feel free to contact me if you’d like more in-depth
information on surveys.
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Volume 2 Number 28Continuing with some cost-effective ideas for maintaining
lines of communication with your existing and potential
clients…
I’ll revisit the first Zpd.TIPs with today’s idea. Send
out a regularly scheduled (weekly, monthly) email
correspondence. Either make it something directly tied to your
business, or something totally fun – like a joke of the
week, a quote your can use or a useful web site you’ve
found. Just keep a couple of things in mind as you accept this
challenge – keep it short and keep it going.
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Volume 2 Number 29Does your company publish a newsletter? A quarterly
newsletter is an excellent way to keep your name "out
there" and a great way to keep your customers and clients
informed about your company.
You can print and mail it, send it out as an Adobe Acrobat
email attachment, place it on your web site, all three or we
can get even more
creative.
Z promotion & design can help you design a newsletter to
fit your budget.
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Update your web site! Your site should be a living, breathing
extension of your business.
Do you have an "in the news" section? Place news
releases on your site… new employees, new business, etc. Even
if the press didn’t pick up on your release, you can still
place it on your site.
Do you put samples of your work (if applicable) on your site?
Send emails to alert your clients, customers, friends and
family about the changes, ask for their feedback.
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Volume 2 Number 31How do you respond to sales leads? Do you have a package
ready to send out? Imagine how impressed you’d
be if you received a FedEx or Priority Mail envelope the day
after you stopped by a car dealership, furniture store or other
business. And in that envelope was a package with additional
information about the company, the staff and the products, as
well as the company’s last newsletter, testimonials and other
literature.
Making the best impression closes the deal. Delivering to
that impression keeps you in business.
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Volume 2 Number 32Do you travel much? For business? For pleasure?
When you do travel make sure your business cards are handy.
Have you thought of leaving a few behind... how about:
- In the in-flight magazine (as a bookmark)
- On a pay phone (some business travelers still use them)
- On a table in the bar, restaurant or at the gate (leave
one and change seats... or gates)
- At your destination hotel... in the bar, in the lobby, in
the work-out room
Be creative... but not obnoxious...
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Volume 2 Number 33Do you have client testimonials as part of your marketing
materials? Ask and ye shall receive. Simply ask them for
testimonials and permission to use what they write in your
brochures, on your web site or as part of your sales sheets.
The testimonials serve a few purposes...
- it puts you in touch with your clients, perhaps some who
you have not spoken with directly for a number of months
- it does what testimonials are suppose to do – gives your
company added credibility
- and it’s good for your ego, sometimes it’s nice to
step back and see yourself as others see you... you may be
surprised
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Volume 2 Number 34Been to a good party lately? A useful seminar? A community
meeting?
The key is Networking...
We network to expand our circle of friends, our business and
our sphere of influence. To achieve and maintain success, you
need to treat it as seriously as your financials. Networking
should be an integral part of your marketing program – planned
and executed. And, the more members of your team networking on
behalf of your company, the better off you’ll be.
Over the next few weeks, I’ll give you some creative ways
to achieve your networking goals...
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Volume 2 Number 35
SPECIAL EDITION
It’s been almost a week since the United States was
attacked. Like everyone, everywhere, the reality is still
sinking in here. Our hearts and prayers go out to the victims
and their families and friends. In addition, we stand in support
of our national leaders as they craft appropriate responses.
And so this week’s Zpd.TIPS is a simple one:
Don’t let the bastards win!
Continue doing business as usual as you can. Make a purchase.
Continue to advertise. Call on a strategic partner, see what
kind of joint project you can do to add to both your bottom
lines.
We are responsible for keeping the economy moving.
We are responsible for maintaining consumer confidence.
We are responsible for ensuring the terrorists do not win
PS - Buy a video – James Cagney in Yankee Doodle Dandy. I
promise it’ll lift your spirits, reinforce your patriotism and
help the economy.
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Volume 2 Number 36Hopefully business is beginning to return to normal. In a
scarier world and in an uncertain economy networking provides
support, as well as an opportunity to increase your business.
Over the next few weeks we’ll take a look at networking ideas.
The first...
Join. Join. Join. – Affiliate yourself and your
business with as many organizations and clubs as you can. Don’t
just join – become active. Sit on boards, offer your
professional services in exchange for public recognition and
attend functions.
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Volume 2 Number 37Another in our list of networking ideas...
Play. Play. Play. – Almost every region has an
incredible number of opportunities to network socially. Take
advantage of them. For an hour or so after work you have a
chance to relax, meet other professionals and swap business
cards.
If there is no opportunity like this in your community –
get together with a few colleagues and start a regularly
scheduled networking opportunity yourself!
And although I don’t partake, I hear the golf course is
where the real networking happens.
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Volume 2 Number 38Another networking opportunity...
Attend. Attend. Attend. – I never met a conference I
didn’t like. Again, most regions support a number of
conferences, roundtable discussions and business meetings. Go,
mingle, learn something and share.
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Volume 2 Number 39This week... a cross between networking and spending a few
dollars.... you decide.
Sponsor. Sponsor. Sponsor. – Not officially networking,
but a great way to get your name "out there". Ever
close a deal at a sporting event or concert? Not a bad place to
relax, network and have fun!
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Network... get involved... and do something good
Community. Community. Community. – Get yourself and
your business involved in your community. Museums, civic
organizations and religious communities have opportunities for
volunteers – another great way to meet people... many times they
are the “movers and shakers” who can help you and your business
grow and succeed.
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Volume 2 Number 41
Helpful.
Helpful. Helpful. – Take time to help other people. Help the new
arrival find a job, pull in a client or just get settled. I’ve helped a
number of people find jobs because I took the time to make a phone call or
send an email to a contact of mine. Often that person has come back to help
me when I needed it. Remember the movie or was it a book – "Six
Degrees of Separation" (someone correct me if I’m wrong). You are no
more that six people away from any other person in the world. Need to meet
the president of a major corporation or of the US? – networking can get it
done.
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Volume 2 Number 42Is your 2002 marketing plan set? If not, it’s time to get
started... magazines will be looking for January’s creative in a
matter of weeks. During the upcoming weeks we’ll look at the
elements of an effective marketing plan.
Start with a mission, a goal and a timetable:
- What do I want to accomplish?
- Can I quantify it?
- How long before I see results?
For example: I want to change my business’ image and increase
sales by 40%. I will begin the process in 2002 and reevaluate
its effectiveness for 2003.
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Volume 2 Number 43Planning your 2002 marketing continues.
After you have established your mission, goal and timetable –
set a budget.
Look at your 2001 gross revenues or your 2002 projected
revenues and plan to invest 3% - 5%. You may want to go a bit
higher if you can and let the actual revenue from a successful
campaign bring your percentage into line.
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Volume 2 Number 44Planning your 2002 marketing continues.
Once your budget has been set, it’s time to look at your
message.
Do you have a consistent message? Is it current? Does it
reflect the image you want to portray?
If you need to establish or change your image, now is the
time to plan for it... your budget may take an initial hit, but
it will pay off in the end.
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Volume 2 Number 45Planning your 2002 marketing continues.
As you consider your image, these are some of the elements
that may need revisions...
- Positioning/Tag line
- Corporate Identity/Logo
- business cards
- letterhead/envelopes
- Consistent design elements
- print ads
- web site
- collateral materials (folders/brochures, etc)
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Volume 2 Number 46Planning your 2002 marketing continues.
Where to advertise? This week we’ll list some media
options... then look at what to consider when deciding which
media to use.
- Newspaper Ads
- Magazine Ads
- Television
- Radio
- Yellow Pages
- Direct Mail
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Volume 2 Number 47Planning your 2002 marketing continues.
Newspaper Ads –
First of all, which newspaper(s).
- The Major Daily Paper
-
many
businesses cover multiple markets, so you may have more than
one “daily” from which to choose.
-
will
you ad get lost?
- does your paper pack all the ads from like
businesses together in a specific section?
-
are you reaching the “correct” people – or are you reaching
too many (non-qualified) people
-
what day(s) should your ad appear
is the cost worth the response?
- Weekly /Monthly papers
-
Ethnic
-
Political
-
Entertainment
-
Business
-
Campus
-
Shopping
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Volume 2 Number 48
Planning your 2002 marketing continues.
Magazine Ads –
You can afford to advertise in Time or Newsweek!
Many national magazines are printed regionally allowing for
cost effective ad placement. In addition, many are printed
separately for news stand and subscribers allowing you to
place ads in subscriber-based magazines only.
That opens a huge can of worms... not only do you have to
decide about the myriad of local magazines and trade magazine,
but now you can add national magazines to your media buy.
Considering magazines? The same questions apply...
• which magazine(s) will reach your market?
• what size ad do you need? Full page or less?
• how often should your ad appear?
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