The Seven Breakthrough Marketing™ Tools

If you are a regular reader of this column you are beginning to better understand that there is truly is a revolution taking place in marketing today. There is an explosion of ideas coming to market. But it’s more than just the number of ideas-- it is the speed in which these ideas become accepted and used by large numbers of our marketing audience.

The days of saying, “We do it this way”, or “Why fix it if it’s not broken” are no longer a part of a marketer’s vocabulary. Then you add one more element to the mix of quantity of ideas, the speed of acceptance, and universal use --the cost. Most of these ideas are either low cost or no cost but do require commitments in both time and education.

The bottom line is that we reach people differently today. Consumers have new buying habits and ways in which they receive information about the products and services they seek. The following is my list of The Seven Breakthrough Marketing Tools we need to know in order to compete in this overcrowded marketplace:

1. The Touch Tools - These are the ways that we get in touch with people-- from face to face, to telephone calls, to communicating via answering machines, to traditional mail, e-mail, text, newsletters, etc. The reason why this tool is so important is because if a business is collecting email addresses but the majority of their customers prefer to be contacted via the telephone, then the method is worthless. Making a business aware of the preferred touch tool can make a dramatic impact on the effectiveness of their marketing efforts.
   
   
2. Multiple Landing Pages - Today a businesses DNA is made up of the words that our prospects use to find our type of business, our products and or our services. This is perhaps the most important of all of the tools because people do not go into websites from the front door anymore. They do searches for specific words and phrases and we must have a single landing page where they land and then we can redirect them to the rest of the site or sites. In other words, if you sell Blown glass by Josh Simpson. Make sure you have a separate dedicated page for just Josh Simpson Art where you use Josh Simpson’s name as often as possible. That page links to the rest of your site.
   
   Then you want to have another site that just talks about “Blown glass” and again the term “Blown glass” appears as many times as possible. These pages are not generally long. They have only a couple of short paragraphs and, of course, they must have some graphics that will encourage the viewer to explore or learn more about your  company and entice them to click on other sections of your website.
   
   
3. Call to Action Graphics - The call to action is the action step we discussed in #2.  These are the graphic nudges that will encourage the reader to seek more information. This is perhaps the single biggest mistake that we all make when we don’t create a vehicle for a prospect to find out more what we can do for them. That is why websites today should have multiple forms to fill in to receive “additional information”, a “trial period”, or “free offers”, etc. The reason why you need graphics is to make it stand out. A call to action without graphics draws 73% less action.
   
   
4. Create Your Lead Nurturing System - When someone expresses an interest in a company or a product, what system do you have in place that will follow up with the customer? This can be a series of emails, letters, newsletters, or even phone calls over a desired time period, generally from 3 months to 1 year. I like to say, “until they Buy or Die”. But trying to come up with an idea of what to send or say every month or quarter can be a daunting task that rarely ever gets done. However, if you plan the pieces in advance the job is less intimidating and gets done.
   
   
5. Opt-in text/M-commerce - This is perhaps the fastest growing of all marketing tools and one that I am about to make a major personal investment in Texting Advantage for Retailers ™.  Here is the concept:  You will see in an ad on a sign in your window or on the side of the bus that says something like text 71277 and in the message type in “specials”.  Or it could even say get our tips on ………………………  This message can be on a billboard, store window, plastic bag, etc. The bottom line is that people can opt in to your list without ever having any contact with your business. That is a powerful concept that in turn will result in sales.
   
   
6. You Tube and the Video - This powerful technique is changing how we not only learn but also the way we entertain our self and it’s all FREE. It’s important to separate the concept of using Video and YouTube. YouTube is important because it is a first rate delivery system that has an unbelievable distribution network. But it is the use of video that is so important. These include:
   
   
1. Video Testimonials - Here you will capture comments by customers, make a video of them, and post them on your website. They can also be played in the store.
   
   
2. To Learning Minutes - These are 2-4 minute educational videos that should be branded and can teach the customer something about a product or technique. Again, they can be played in the store, in a section of a website, and can be combined in a collection that can be sold.
   
   
7. The coupons - I recently wrote an article pertaining to the use of the various coupon services. My advice is that I would get involved with as many coupon services as possible. Why? Simple, they are all pay for performance. So as long as you make an appealing offer without giving the store away, you can’t lose.
   

These are my seven tools but the way things are happening so fast, be prepared to learn new twists on some old rules and some ideas that could only happen because of the new technology that the internet delivers to us almost daily.  My advice: select what makes sense to you adapt and adopt it. But fasten your seat belt and get ready for the ride of the explosion of marketing ideas and concepts.

It’s Time Your Business Jumped on the YouTube Bandwagon…. And Here Is Why

YouTube is more than weird people trying to get their 15 minutes of fame. I believe it is becoming one of the most important tools to understand, master, and employ in your business today. What I want to do is first tell you some of the ways you can use YouTube in your business. Then I am going to take you step-by-step on exactly what to do to go from an idea to finally having your first video published.  

It is important to understand that the method or technology that is important is the use of video. YouTube is just a free service that makes using video on line so easy and inexpensive that we sometimes just refer to the videos as YouTube videos. It is really just using video but when you price out the cost to do it yourself, you will begin to understand the significance YouTube has made.

First a disclaimer: Although I have used many videos in my business, I have never been the one who handled any of the technical stuff that is involved in making this work. I say that because if I can make it work anyone can! I have never been accused of being a computer geek.  So I am going to use my very best “Dummiesque” skills and make it so easy that even someone afraid to turn on your computer will be inspired enough to give it a try.  Now, let’s begin.

How can a small business or retail store use You Tube and why should they?

1. The Testimonial. Have you ever had a customer give you a compliment about how much they like your store? Of course you have. The next time that happens just pull out your digital camera and ask the person if they could repeat it so you can film it.  If they are complimenting you, trust me they will never complain about doing it.  Then you can download it on to YouTube and the places you can use it are endless--from your website to having it play in the store.  
2. Positioning & Branding.  A short YouTube video can tell your potential customers who you are and what you do and the important question, “Why should the potential customer do business with you?”
3. Training. A YouTube video doesn’t have to be available for the general public to view . If you have lots of part time people, it is a great way to offer the same program wherever they are. Then create a test to make sure they watched it.
4. Product Information. The next time you work with a sales rep, interview them and let them talk about their product or products. Sales reps can be a very valuable source of product info. Just ask 3 basic questions and remember that the video should be no longer than 4 minutes.
5. Product Showcase /Product Presentations. This seems so obvious but it’s amazing how many people forget to just talk about the products they sell.  
6. Educational Purposes: Every retailer today is in the education business because there are so many new solutions or products that are being released weekly or monthly. But it more than just new products; it’s how we use or maintain our old products. Like the jeweler who teaches how to properly clean a ring. Or the gift store that teaches what the best gift to give for the occasion.  
7. Make it personal. Unveil the person behind the company. We like to do business with real people and YouTube videos are a great way to do just that.  Just talk to your customer and tell them how you got started in business, your successes, and maybe even failures. We love to do business with the underdog. Introduce your family and/or staff.  
8. Employee Videos: Encourage your employees to make videos about some positive aspect of the business. Or even have employees talk about the positive attributes of a business. Then take it a step further and have your employees sing the praises of another employee and what a wonderful experience they would have if that employee takes care of you
9. Contest Videos: This can apply to your employees or it can apply to a customer contest. Especially if you are catering to a younger market, it is amazing how these kids get into creating their masterpiece. The only requirement is that that it’s clean and relates in some positive way to your business. Remember the Word of Mouth thing. This is the stuff people talk about.
10. Share the Journey Videos A few years ago a restaurant chain called BGood in Boston won The Retailers Association of Massachusetts restaurant of the year. This business was built solely on their videos. Every couple of weeks they release a new video. As the owners described their unusual form of marketing, they said all we are doing is sharing our journey. They are hip, upbeat and fun. Go to bgood.com to review these classics. Wait to you see the amount of videos they have created. (There is even one when they received the RAMAE Award from me with the Legendary Uncle Ferris. He is one of the owner’s uncles and is quite the character which makes him perfect in the use of video.) 

The Steps from Neophyte to YouTube Producer and Director:

1. Log on: Go to YouTube.com Create a YouTube account. (If you have a   Google account, it’s the same.) Then log in.
2. Title:  Type in your Title
3. Description: Then type in the description of what the video is all about
4. Category: Then decide what category should your video go into. (Just pick the one that best fits.)
5. Tags: Now type in the Tags, which are simply the words that people will use to find you.
6. Broadcast Options:  Choose Open to the public or private for just friends or family.
7. Sharing Options: Choose if you want to create a URL or if you want to embed it into your website.
8. Upload from your computer and you are now done.

Now you have a basic video.  If you need any help editing and you are a Mac user, go to IMovie. Microsoft has a similar movie-editing feature. There is also a simple free service called Slideroll.com that works well.  

Don’t go crazy with creating all sorts of fancy intros at first. There will be plenty of time to get sophisticated.  There are also some wonderful YouTube videos that explain what to do.  Have a great week.

http://help.youtube.com/support/youtube/

Are You a Groupie? You Will Be!

BUT FIRST LET ME SHARE A PERSONAL THOUGHT.

I had company over the weekend and I was asked when I was going to slow down and enjoy life. Are you kidding? What could be better than what I am doing now? I get the opportunity to learn about the latest and greatest ideas, concepts, strategies, techniques, and tools. Then I get to share them with the world and make a difference in the lives of people that do what I did. I think that’s called fulfilling, rewarding, and exciting.   Why do I say exciting? Because I love the new and shiny. As a retailer, it was the love for the different, exciting, the bright and shiny new whatever that made me a success. As a writer I still share that same love. That’s why this is my moment because we are experiencing an explosion of ideas and here is another one that has the potential to change your life and business.

No, I am not trying to be dramatic but the results are. Get ready to be a Groupie, because you will.

The concept is called is called group buying or better referred to as Group Couponing. There are websites popping up all over that are offering coupons from retailers to their groups or subscribers. Basically it’s a site that lists coupons that are paid by the retailer that is really pay for performance advertising. Yes, I would be a groupie for that type of advertising.

Pay for performance advertising says that you would be willing (actually any business person would be willing) to just pay only when the coupon is redeemed. If I would ask any small business owner if they would pay $10,000 in a month for advertising, the answer would probably be NO or way out of my budget. Then if I asked if $1,000 would be better? The response might be that it’s more in keeping with the budget. BUT if the $1,000 were to deliver only $2,000 in sales than the $1,000 would be way TOO MUCH. On the other hand if the $10,000 delivered $100,00 worth of business then the $10,000 would be cheap.

However if you through in the guarantee that you would only pay the $10,000 if you did the $100,000 worth of business, then it’s a home run.

This is what Larry Joseloff, director of content at Shop.org, the National Retail Federation's digital division said about this concept in a recent interview with USA Today in an article published on May 14th, 2010. “This is a way social media can be measured and a way for it to be monetized. I'm not prepared to say it's an overwhelming long-term consumer trend, but it's definitely something that's having an impact."

Gregg Pupecki, sales and marketing director for Wendella Boats & Chicago Water Taxi, is more effusive. His company sold more than 5,000 discount tickets on its first Groupon promotion and 20,000 on the next, which offered a 75-minute architecture tour of the Chicago River.



Here he talks about the coupon service, Groupon.com, one of the leading services (I will list the others as well). "I think Groupon is one of the best sales and marketing tools to come out since the Internet," he says. "Groupon is something any business owner or marketing manager can do themselves, no matter what size the company is."

Here is a partial list of companies that offer these services:

• 8coupons.com
• BuyWithMe.com
• LivingSocial.com
• CouponMountain.com
• CrowdSavings.com
• CouponCabin.com

The following is copied from BuyWithMe.com which is a site that explains why retailers should get involved. It explains the concept better than most of the other sites I reviewed.

Our partners (BuyWithMe.com) rave about our simple, seamless and speedy process.

1. Propose a Deal. Together, we work out a “win-win” offer by determining the service you want to feature and the minimum number of buyers required for your deal to go through, so that you’re guaranteed the volume you want. Simply provide your pictures, deal details, and business information, and our editorial staff handles the write-up for you, representing and protecting your brand as if it were our own.
2. Present the Deal. Your discount will be featured as “Today’s Deal” on our website and remain active under the “Other Deals” tab until the promotion ends.
3. Promote the Deal. Our tech-savvy customers visit our website and use social networking tools to get others to sign up in time for everyone to get the deal. BuyWithMe promotional support, email blasts, strategic alignments, and online contests help spread the word all over town.
4. Profit Without Risk. There is no “deal” if you don’t get the sales volume you require. We collect the pre-payment for you and deliver it in one check, so you can focus on all of your new customers!

Here is a way many of these services will earn extra money and is a win/win for all. Again this is from Buyfrom me.com

“Our “Bonus Deals" are valuable alternatives to reach our consumers even when you’re not running as “Today’s Deal.” We can also retweet your offer to our twitter followers, offer you banner ad space and generate other creative word of mouth campaigns.”

Why get involved in this type of advertising?

1. Almost every major retailer is jumping on this bandwagon.
2. It’s a completely measurable from Start to Finish.
3. There is NO Upfront Capital Expense: what could be better?

4. It will build your brand and exposure.
5. It’s easy to track your results. How many other forms of advertising can say that?
6. Built in loyalty. Loyalty is not easy to gain these days but coupons create a magnetic pull that just works.
7. Don’t feel as if you have to register for all of the services out there. Most of these coupon companies have affiliate programs where your coupon will appear on multiple sites because one coupon company will pay a fee to another company for the exposure.

My last bit of advice. Coupons WORK especially in higher ticket priced merchandise. They literally built my retail business. This is just putting the concept on steroids. And remember one more thing, rich or the better customers love coupons. (That’s probably why they are rich!) This system is a keeper.