With so many books, magazines and other sources available to help businesses succeed, I decided to elaborate on a list I came upon in the Jul/Aug. '93 edition of Personal Selling Power Magazine. 1. NOT MAKING ENOUGH CALLS » How much is enough calls? Take the time to document sales calls to establish the average amount of actual contacts, leads and leads to sales ratio that can be made in an hour. The numbers will either startle or inspire you. 2. NOT FOLLOWING THROUGH WITH PROMISES » Or to be more specific, making promises that you couldn't keep in the first place. Honesty is the best policy. Though you may think you are the most honest person in the world, ask yourself, when was the last time you told a customer the delivery date set is not possible? Scary isn't it?
From the book entitled, "Getting Business to come to you," by Paul and Sarah Edwards and Laura Clampitt Douglas, I have found 12 basis rules for marketing material that will help you make each advertising piece effective and inexpensive. 1. Think in terms of a marketing campaign, not in single advertising pieces. Each item and technique you use is coordinated to complement and enhance the others. 2. Aim your message directly at the people who can benefit from your product or service and at those who are in a position to buy. Example: Direct mail should be sent directly to the name of the person in charge.
Would you consider lettering your company vehicle with a garden hose, traffic cone or doormat? Of course not. Yet polyvinylchloride, or pvc, the same plastic that's used to manufacture garden hoses, traffic cones and doormats is also used to fabricate rolls of thin vinyl film for lettering an endless variety of surfaces.
Marketing a business can be a painful expense, unless the following mistakes are avoided. Done properly, marketing can be turned from a painful expense to an expense that returns money tenfold and puts you in the top ten percent of all the marketers in the world. 1.) FAILING TO GIVE MARKETING EFFORTS A CHANGE TO TAKE HOLD AND SUCCEED. - Just because a marketing strategy isn't working - doesn't mean it's not good - it could mean it hasn't been given sufficient time to take hold and grow. Give each marketing campaign at least six months. This also doesn't mean you should stick with a bad campaign either.
In the January - March issue of RJ's Exposition, we discussed the importance of the implementation of a publicity kit to secure an on - camera or radio interview as a a means of getting a topic across to the public while gaining inexpensive exposure for your company. One ingredient needed in the publicity kit is the proof of your experience and ability to speak in public. If you already have all the proof and experience you need, then super, you are way ahead in the game. However, whether you have a publicity kit, but do not have speaking experience, below are some helpful suggestions to help you gain the experience you need to impress upon the producers for that all important interview. If you also don't have a publicity kit, please refer to the January - March issue of RJ's Exposition or call Sherry at (920) 339 - 9305 for a back issue. TO LOCATE AN AUDIENCE CALL OR SEARCH THE FOLLOWING: *Encyclopedia of Associations *The Directory of The United States Trade Shows, Expositions, and Conventions
Here is a list of some of the backing material used for back-lit signs. • CONTINUOUS CAST ACRYLIC - Such as econo-Acrylic are well suited for many sign applications. They offer easy handling and high optical characteristics. The approximate cost of a 4' x 8' .118" thick sheets is $69.00. • CELL CAST ACRYLIC - Is weather impact resistant, light weight, formable and offers optically clear transparency. Approximate cost of a4'x8' .118" thick sheet is $110.00. LUMASITE, a material similar to that of cast acrylic, offers a combination of strength and rigidity which permits fabrication techniques common to aluminum or sheet metal forming. The approximate cost of a 4' x 8' .090" thick sheet of LUMASITE is $104.00.
Are there so many demands on time that you can’t squeeze another second out of your schedule? If so, you have “timelock.” Just as gridlock stops traffic, timelock stops productivity. Here’s what to do to get unlocked:
• THINK of what you want out of life – not how much you can get done. Assess all your activities. If they add to your life keep them. If not, eliminate them whenever possible.
• UNDERSTAND your body clock. It’s irregular and not as uniform as time from a clock. Identify its peak times. That’s when to schedule especially difficult work.
• DON’T CROWD every minute with some task. If you do, tension rises and effectiveness declines.
• SLOW DOWN Don’t be addicted to rushing. Ask, “Why am I rushing? What’ll happen if I don’t?” Know the difference between necessary haste and impatience.
• SUBTRACT An old activity when you add a new one.
Source: Ralph Keyes, Writing in Parade.
STRESS TIP: Next time you’re feeling the stress of a difficult situation, ask yourself how your favorite cartoon character would handle it. This might cause you to pause and chuckle.
Source: Steve Allen.
A recent survey showed there’s no single success secret. These are just a few ideas from businesses surveyed.
• Customer satisfaction (23%) This was the largest single category of responses. “Do unto customers as they would have it done unto them.”
• Word of mouth/referrals (17%) Respondents regard these important to their success. “Delivering the service and then going beyond expectations yields wonderful referrals. This is the best and cheapest advertisement you can get.”
• Marketing planning and Knowledge (13%) Manufacturing people view knowledge and planning as key ways to gain new business and maintain relationships. “Knowing your customers and your market enables you to deliver the service they want and need.”
• Advertising and promotion (11%) Manufacturing and retail respondent value results provided through advertising and promotion in addition to customer satisfaction and planning.
What is your plan for business success?
It's a fact, people will generally buy products and services of which they are most familiar. Therefore, marketing a product or service to achieve mass visibility is important to the success of a company. There are several ways to market a companies product or service such as; advertisements in newspapers, magazines, television, and trade publication, or point-of-sale displays, circulars, flyers, direct mail and yellow page ads. Unfortunately, they all cost money. Yet as the saying goes "you've got to spend money to make money." One aspect of Media Marketing, however, can be inexpensive, effective, and can achieve maximum publicity and exposure to enhance a companies visibility. That aspect of Media Marketing is the use of a publicity kit in arranging on camera interviews and comments. Simply follow these steps and you'll be the one the media turns to for features and interviews.
If the choice of what backing material confuses you, well it should because the choices are unlimited. This time, instead of straight answers, you want substrate answers. Therefore, I have comprised a list of information on the most used backing to help ease the decision making process.