Contact

Troy Miller Mb: 0414 623 108
Em: troy@2020impact.com.au
www.2020impact.com.au
Skype: Troy R Miller

Business has to be involving, it has to be fun, and it has to exercise your creative instincts.
RICHARD BRANSON

Our aim is to understand your business goals and objectives before any marketing is created. With this knowledge we can advise on the best tactics to achieve them.

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Brisbane Marketing Tactics and Systems Explained

Below are some marketing tactics and systems for small business:

 

• Direct v's In-direct Marketing - What is the difference between direct and in-direct marketing? Direct marketing is when a business takes direct action to promote their services, e.g. a restaurant makes a takeaway menu and letterbox drops local houses within a 5km radius. In-direct marketing is the position where the restaurant is located and percentage of the property lease, e.g. some of the cost for a prime location is marketing as it generates walk-in customers. If you're considering a shop lease, analyse whether the extra cost of a prime lease v's a non-prime lease with more direct marketing is better?

• What is B2B and B2C Marketing - B2B stands for Business to Business marketing, e.g. a professional services business like Bookkeepers or Accountants carry out B2B marketing tactics. This might be direct mailing local business or business PO Box marketing with a services brochure. B2C marketing stands for Business to Consumer marketing, e.g. a Lawyer that practices personal injury law and advertises the service in a newspaper or on a billboard is B2C marketing.

• What are Different Sales Channels - Most small businesses will conduct direct sales to consumers in the direct sales channel. This may be via a bricks-n-mortar store, market stall, business or shopping website, party plan or combination of these. Medium to large businesses often sell through wholesale channels to other retailers, e.g. a health food manufacturer sells to health shops and supermarkets. Larger businesses may also sell to international markets through export channels. Decide which channel(s) is best for your business and develop trialling offers, e.g. free audit or appraisal, free product sampling or special introductory offers.

• What are Peak Sales Cycles - What are Peak Sales Cycles and how do I manage the peak? PSC's are periods during the week or year that generate high volume sales, e.g. most restaurants are busy Friday and Saturday nights from 6-8pm, but quite early in the week. Good operators will run promotions early in the week, Mon-Wed, and exclude weekends. A beachside restaurant may also have varying peak sales cycles during the year, e.g. April, June, July, Sep, Dec, Jan when school holidays are on, more visitors arrive in town. Think about busy times of the week and year and work out a plan to manage service during these times.

 

To learn more about marketing request my Free Digital Marketing Audit Questionnaire and you'll receive information to assist you plan and understand digital marketing.

 


 

Small Business Marketing Tactics

Creating Value

Creating value is the number one key if you want to be successful in business. You need to find a way to sell core products or services at a price under the competition but still with quality and profit. This can be a challenge and more difficult that is seems. It might require tendering with new suppliers or discounting your normal rates. Smart businesses will create discounted introductory products or services to get new customers then upsell them other profitable products and services.

Mission Statements

Mission statements are important to communicate the main business purpose to your staff and customers, and to form the foundation for marketing strategy. A good mission communicates what you do, why your in business and what you think about your customers.

Customer Focus

Marketing is about providing a product or service that fulfils customer needs the way they want it, e.g. assisting a new customer with extra service or ensuring a customer understands the purchasing or returns process. If you look after your customers well the business will take care of itself.

Unique Selling Proposition (USP)

Successful marketing and advertising communicates a strong uniqueness about the product or service and the main consumer benefit from the purchase. Creating a USP will differentiate what you are doing from your competitors and reinforce why customers make the purchase.

Single Mindedness

Effective marketing or advertising communication must aim to be single minded. That means one key message in the promotion or headline to keep it easy to understand. Dedicate 30% of the canvas to the central message and make it stand out. Being over cluttered or having too many messages or products in your marketing will weaken the results and motivate readers to skip over the content, missing the key message.

Competitive Advantage

One of the key elements in a successful business is creating an advantage over the competition. From offering unique products or services, better value for money, higher quality products and service or better atmosphere than the competition. When you find a competitive advantage try to promote it as much as possible.

Branding

When you start in business your logo and corporate identity are the foundations for building a brand and communicating what's your specialty. It is important to develop a logo that symbolises your product or service and to set corporate colours and style guidelines for consistency. After your identity has been created, the next step is building a set of images, values and themes representing the brand.

Positioning

Communicating a market position is an essential part of marketing. It's smart to attach a positioning statement or unique point of difference to a logo or identity, e.g. we use 2020 Impact – Design and Marketing for our logo and strengthen this with 'Websites, SEO and Digital Marketing Specialists' to promote our services and competitive advantage. See our banner on the side of this page. Also indicating whether your budget, middle or upmarket is good practice.

Research

Before conducting a marketing promotion it's important to do some research on competitors. There's no excuses today with the availability of information on the Internet. Astute people will do reconnaissance online or in competitor businesses to review products, prices and promotions. It's unfortunate how many people jump into business marketing without any research. A good technique is to make a scrapbook or folder of competitive promotions. What you will learn in the process will give you ideas and save you wasting money.

Quality Materials

Marketing materials should always reflect a similar quality to the products or services their selling. Imagine a cheap black and white letterbox flyer advertising an expensive BMW, would you think twice about buying from the seller? Next time you're doing a promotion ask yourself does the marketing materials match the quality of our products or services and will it last over time? Customers will perceive product or service quality from the quality of the marketing materials.

B2B Referral Programmes

Business-2-Business referral programmes are a great tool for generating new business leads and only cost minimal dollars. For example give something for free or a discounted to the referral customer from an affiliate business or membership group, e.g. free appraisal, or discounted meals for Seniors or RACQ members etc. Don't forget to give incentives to the referral agent as their efforts make or break the programme.

VIP Programmes

VIP marketing programmes are a low cost marketing strategy that can deliver ongoing and regular sales. Customers love to feel like VIPs and you only need to give away small bonuses to attract new business. For example a beachside restaurant offers local resort guests VIP discounts when dining and gives resort managers 25% off the bill to promote the programme. Look for groups of potential customers for your business and develop VIP offers and discount programmes.

Loyalty Programmes

A loyalty or rewards programme is a great tool if you want repeat business from existing customers. Many business use loyalty cards with free offers on the 6th or 10th item purchased to keep their customers coming back. Supermarkets have rewards programmes which keep customers motivated to return. If you're not convinced look into your wallet or purse and chances are you'll have a loyalty card.

Soft Launches

A classic rule in marketing is to always launch new products or services softly. This way you give your business operations a chance to learn the products or services and be ready for demand when it arrives. For a small business a new product launch may be easy to implement, but in larger organisations it can be complex. Doing a trial in one region is a great way to roadtest a new product or service and to determine the implementation issues to fix before a larger rollout.

Competitions

Competitions are an essential marketing tool to increase consumer interest and generate new prospects. If you're thinking about running a competition avoid one big prize in a distant 12 months. People like higher frequency draws, e.g. weekly or monthly winners with a collections of prizes (1st, 2nd, 3rd each week/month). Keep the entry simple as possible, link to a website and database system like Mailchimp for all the details, forms and data collection. Avoid the temptation to make a product/service purchase mandatory if you want to maximise entries.

The purpose of most competitions is to generate new prospects and collect email and address details for future selling and marketing. Most popular prizes are cash, cars, holidays and technology items, e.g. iPads and iPhones. Successful competitions have lots of winners with a collection of small to large value prizes v's one big prize. For more information on competitions see Craig Seitam's Competition Guide Book.

Retailing

Smart retailers promote competitive specials on core products or services to maximimise customer sales, e.g. Chicken Butcher sells $8.99/kg Breast Fillets, then asks for additional sales, e.g. plus 2 x Chicken Kievs from the transaction to achieve profitability. This strategy reinforces the retailers competitive advantage, 'no one beats us on breast fillets', and generates more sales than promoting less popular fringe products.

Up-selling

When a customer walks into a business to buy something, some thought must be given as to what complimentary items could be suggested. This is particularly important if they have come in for a special offer with a low profit margin. Staff will also need regular training in up-selling product or service combos, to keep motivated to up-sell.

Targeted selling

Good retailers know what products they need to sell each day and demonstrate, display or sample these products to push them out the door. The same strategy is used by savvy marketers who develop ways to sell available capacity in their businesses, e.g. Mon-Wed specials in a restaurant, airlines with discounted empty return legs. When is your empty cycle and what could you discount during this period?

Sampling

Product or service sampling is a tactic to tempt customers into purchasing the product or service. You only need a small sample of the product or service and if the quality is good you're bound to make sales. Supermarkets, bakers and butchers all do sampling to generate specific product sales from the items their sampling in store. Sampling works well on the Internet and can help to build customer databases. Some health food compaines use this tactic on their websites with small sachets that get mailed to consumers in return for their details. You can also post sample promotions on many free sampling websites on the Internet to get more enquiry.

Value-adding

Creating offers where additional products are bundled and given away as specials can attract customers in a competitive marketplace. For example stay two nights mid-week and get the third night free is a great offer for resorts with low mid-week occupancy levels. McDonalds implemented this strategy successfully many year ago with value meals and kids happy meals with bonus toys, which help them get to number one in fast food. How many times you buy a meal cause it had a toy or coke glass bonus gift?

Packaging/Bundling

Packaging or bundling products is a tactic to increase sales volumes and profitability. If you can group products or services together into packages and make it convenient for consumers, or add bonus gifts, you will generally sell more volume and make more profit, even with a lower profit margin. Customers like decisions that are easy, which makes packaging or bundling popular. If you can show people a collection of items they want or require and convince them to buy all together to save, they generally will. How many times you order the special meal at McDonalds that's on the closest menu board cause it was easy?

Flexibility

Marketing materials should always be planned with flexibility in mind before production starts. You need to ask the question will the materials be obsolete if prices, dates or products change and how many will be wasted? Sometimes the generic option without prices or dates is the best one for longevity and cost savings. If you need to use dates put them on a website terms and conditions page with a web address on printed materials. This way you can adjust dates without destroying the marketing brochure.

Tendering

Tendering is the process of requesting multiple quotes for marketing production materials. Once a specification is set, it takes hardly anymore time to ask three companies for a quote and this will save around 15-20% off the marketing budget. We tender out all printing production and always see varing prices 15-20% for same spec materials. Imagine how much this adds up to per year and what you could do with it, if you tendered your marketing materials?

Customer Surveys

Customer surveys are used by astute marketing departments to research a wide range of areas like new product developments, favourite consumer products, and why consumers use products and services. To carry our a customer survey you need a web form on your site that's linked to a database like Mailchimp or survey engine like Surveymonkey. They will then collect the survey entires in CSV format so you can download and review the data. You will also to to provide an incentive for people to answer the survey or link it with a competition to motivate entires.

Giveaways

Drink companies like Red Bull and Mother are experts at giving away products to increase consumer trialing, then lifting sales in the local region when consumers want their next energy boost. Often they will ambush high traffic event entrances/exits e.g. Gold Coast 600 or the beach esplanade on weekends to give away products. Think about what products/services you could giveaway to tempt consumers into triailng a purchase.

 

For more information contact us for a Digital Marketing Audit Questionnaire and you'll receive information that will assist you to plan and understand digital marketing.

 

By: Troy Miller - troy@2020impact.com.au

 


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