Don't waste your money sending calendars to your clients, unless...

Do you send your client a calendar every year?

To maximise your investment in this marketing activity, buy a packet of gold star stickers (or similar) and do the following:

1. Put the star on a date in the calendar.

2. In the cover letter add "You may have noticed I have put a gold star on 12 March.  I will call you on this date to organise a convenient time to meet and discuss your ..."

3. Call the client on this date to grow your business.

4. Measure your success.

This approach does 3 things:

1. It creates an expectation with the client.

2. It makes you do what you say you will.

3. It reinforces your integrity when you do what you say you will.

This year invest in your calendars to create activity & deliver tangible results.

How much should be spent on marketing?

The amount doesn't actually matter, the fact there is a plan does.

According to Kevin Roberts from Saatchi & Saatchi, some of the most creative marketing is done on the lowest budgets .

Whether the marketing budget is $20 or $200,000, the creative juices get flowing. I am always amazed how much can be achieved with very little, and sometimes I am amazed how little is achieved with huge expenditure.

Where I live there is a well known Real Estate company called Tommy's. Tommy was telling me about his marketing where he gives away $1,000 every month. He hands out 10 x $100 notes each month to random people as he explains who he is & what he does. A great way to get people talking about him!

A business person paid $500 to sponsor the player of the day award for a whole season for an entire football grade.

I love good news marketing stories and seeing examples of simple sales successes.

Memorable copywriting

I came across an extraordinary piece of written art that has been stuck in my mind since I saw it a few days ago.

It was in a blog entitled "I still wish I had written this" by Drew McLellan

If you have anything to do with advertising. marketing or the written word - I suggest you check it out.

Thanks Susan for the link.

Parasite marketing - ugly name, beautiful concept

I'm a member of our industry's professional body and today I received an e-mail offering me a special cell phone deal. If this telco had sent me the e-mail directly it would've ended up in my spam box.

By "parasiting" or "partnering" they were able to be seen by a targeted group of professionals. There is also a "feel good" factor when I receive an offer that feels like it's tailored for me and I'm in a more receptive frame of mind when I read the offer.

Another time parasiting is effective is when your brand awareness isn't strong. By parasiting with a well known brand, you will find doors can be opened more easily.

Pick your hosts carefully, to ensure they share your philosophies and strengthen your own brand.

Brand you!

What 3 things will your client remember you for?

What 3 things do you want your client to remember you for?

If you can’t answer these questions for yourself, you can’t expect your clients to answer it either. These 3 things will not only anchor you and your business in the client’s mind as someone they want to do business with, but also establish a solid foundation for them to refer you to their clients, friends and family.

The world and our lives are full of brands, we deal with brands every day and your brand is no different, whether it’s you or your business – it stands for something (whether you have designed this intentionally or not).

Reflect on businesses you respect. What are their attributes that stick in your mind? Why would you refer them to people you know?

Spend a few minutes thinking about what attributes you would like your clients to mention when describing their experience to others, but also think about what your clients are currently saying.

Are they talking about:
· Added value
· Ambitious
· Can-do attitude
· Caring
· Clear
· Efficient
· Fast
· Friendly
· Good value
· Great service
· Helpful
· Integrity
· Knowledge
· Personal service
· Positive attitude
· Professionalism
· Prompt
· Reliability
· Respect
· Responsiveness
· Stable
· Trustworthy

Hopefully it’s not:
· Average
· Boring
· Busy
· Expensive
· Moody
· Rude
· Sloppy
· Time wasting
· Unhelpful
· Unreliable
· Untrustworthy

You will be able to come up with more! There’s no right or wrong answer (although most people I know would want the words in the top list used more often) and you might find different clients appreciate different attributes.

If you’re having difficulty working out the 3 things that stand out, just ask people who know you and know your business. Although many people can be reluctant to provide honest, negative feedback, they will provide you with an external perspective on your positive attributes. You can always ask “Is there anything I can do better?” which will help you improve and allow them to provide constructive feedback (remember not to argue with any points they raise – it’s their perception and for them, their reality).

So, when you go to your next appointment, ask yourself what are the 3 things you want your client or prospect to feel or believe after the meeting. You may even want to build this into your discussion. For instance “Hi, I’m Joe from ACME Services, we provide our clients with personal, prompt and professional service”.

Having these 3 attributes top of mind will also help you with your “elevator speech” (a short introduction that explains what you do and why someone would do business with you) and lead to new business opportunities.

I encourage you to manage and value your brand like the top brands in the market place that spend millions on creating an image, ensuring that the choices you make and the behaviours you display are consistent with the image you want to create.

Whats up here?

Hi,

I'm Tony and I come up with more orginal ideas than I know what to do with.

Often they're marketing or product ideas and they'll usually make money in the right hands.

Unfortunately I don't have the time or resources to make money out of them myself, so I thought I would put them on the net so they will get used and make someone rich. Who knows, they might even mention me in their "now I'm rich and famous speech".

Each week I'll come up with at least one new tip for TIP (Tony's Ideas Page).