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Over 25 years of marketing, management, creative and sales experience.
<<<<<<Sample Marketing Strategy>>>>>>
Batson Homes
Presented 4/29/11
Why is your Brand Identity important?
The concept of a brand usage as a business identity has become increasingly important to small companies as they seek to gain market share. Strong brand identity builds recognition, confidence and adds value to your offering. Added value is a relative concept that influences potential customers to make purchases on the basis of superiority over competing brands. When the market recognizes a brand as beneficial in terms of value and confidence it enables the consumer to realize greater gains relative to smaller increases in sacrifices such as money, search time, comparison time and uncertainties.
The brand formula simplified:
Recognition X Power of Recognition = Consumer Confidence
Consumer Confidence = Decreased Consumer Sacrifices
Decreased Consumer Sacrifices = Value Added
Therefore, your brand represents the entire scope of activity that a prospect or customer experiences. It’s who you are. It’s what you believe and how you convey the personality of Keith Batson to the market.
How does Marketing relate to Branding?
Think of branding as who you are and how you dress yourself for an occasion. If you are planning a weekend on the golf course you don’t wear your business attire and conversely you wouldn’t wear your Callaway cap to a board meeting. In each instance you are the same person but you dress and conduct yourself differently for each occasion.
Now, think of marketing as the strategic planning to have a successful board meeting or golf outing. You need to take the following actions.
- Plan the event
- Act on the event
- Evaluate the success of the event
- Plan for the next event with consideration given to changes based on the evaluation
So as you can see, brand is the “Thing” and marketing is the “Action” that moves branding toward successful realization of your goals.
Does marketing include print marketing channels such as logos, slogans, brochures, print ads, direct mail and billboard?
Does it also include digital marketing channels such as websites and email campaigns?
Yes and yes, but marketing is much more! Marketing is the process of developing and communicating your brand to enhance value added products and services to prospects and customers. To truly develop affective marketing requires periodic evaluation of every step you take to sell, service, and manage your customers. Obtaining this knowledge and using this knowledge to further your brand recognition and market share is the true scope of marketing.
Market knowledge gained through campaign evaluation will allow Keith Batson to:
- Create pricing that competes and produces
- Continually develop creative works that deliver affective messages to the market
- Develop sales and service objectives through internal communication
- Plan, act, forecast, and measure for maximum ROI
As you can see the process of branding and marketing is a continual process that can make or break your company. Good branding and solid marketing is an essential activity to move the Keith Batson brand forward.
What is the Competitive Positioning of Keith Batson branding?
Without the benefit of structured surveys and research, it is our informal perception that the Batson name as a family of builders is reasonably well branded “Best Case” scenario in Nashville and in suburbs thereof. However, because the Keith Batson brand is fragmented and does not show affective separation from Frank Batson Homes the brand is considered somewhat “Neutral Case”. Further more Keith Batson branding diversity based on specific offerings and market segmentation causes confusion and ambiguity thereby increasing the market sacrifice in relationship to the selling process causing some brand “Worse Case” scenario.
Best Case:
>Prospects and customers know exactly what you deliver.
>It’s easy to begin dialogue with new prospects because they quickly understand what you stand for.
> You close deals more quickly because your prospects’ experience supports everything you say.
> You can charge a premium because your market knows why you’re better and is willing to pay for it.
Neutral Case:
>The market may not have a consistent view or impression of your product and company, but in general you think it’s positive.
> You haven’t thought a lot about branding because it doesn’t necessarily seem relevant, but you admit that you can do a better job of communicating consistently with the market.
> You’re not helping yourself but you’re not hurting yourself either.
Worst Case:
>You don’t have a brand strategy and it shows. It’s more difficult to communicate with prospects and convince them to buy. They don’t have an impression of your product or why it’s better.
>What you do, what you say and how you say it may contradict each other and confuse your prospects.
>Competitors who communicate more strongly have a better shot at talking with and closing your prospective customers.
Currently the Branding is diluted over four brand identities as follow:
1. Batson Builders
Function: Custom built home from $300,000 and up
Issues:
>Does not affectively address the custom home market segment
>Is ambiguous – builders of what?
2. The Fence Company
Function: Fences, wooden, chain, vinyl PVC
Issues:
>Is not tied to the Batson Brand
>Too product specific
3. Keith Batson Construction
Function: Remodeling, renovations, home improvement and anything but upscale custom
homes and fences. Construction is the catch all company.
Issues:
>Does not affectively address the market segment
>Is ambiguous – Residential, Commercial?
>Feels more commercial than residential
4. Keith Batson Homes
Function: This brand is intended to position itself similarly to Beazer, Norfolk, and Fox Ridge that appeals generally to middle to low middle income community home buyers that are willing to choose from a small selection of plans. Currently all homes are spec homes.
Issues:
>Is acceptable but does not differentiate from Batson Builders
>Would work well as a single brand name
How will we correct Keith Batson branding to improve the competitive positioning?
Brand Strategy
The Keith Batson brand is the entire experience prospects and customers have with your company. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction Keith Batson has with its’ market:
>The images you convey
>The messages you deliver on your website, proposals and sales materials and all contact points
>The way your employees interact with customers
>Even the way you qualify your vendors and inspect your materials
>And especially your customer’s opinion of Keith Batson versus your competition
It is imperative that the Brand is consistent on every print and digital exposure.
To control brand consistency the development of a “Keith Batson - Style Guide” is recommended.
A style guide is a set of standards for design and writing of documents, either for general use or for a specific publication or organization. It helps to insure that your brand is consistent when used in marketing campaigns encompassing multiple channels.
A consistent brand image and strong brand strategy can be a big advantage because successful branding creates “brand equity” – the amount of money customers are willing to pay just because it’s your brand.
Ultimately, competitive positioning is about defining how Keith Batson will “differentiate” its offering and create value for the market. It’s about carving out a spot in the competitive landscape and focusing on the Keith Batson company to deliver on that strategy.
When your market clearly sees how your offering is different than that of your competition, it’s easier to generate new prospects and guide them to buy. Without differentiation, it takes more time and money to show prospects why they should choose your company; as a result, you often end up competing on price – a tough position to sustain over the long term.
Crigital Media makes the following suggestions in regards to Keith Batson Branding.
- Umbrella all product and service identities under one brand: Keith Batson
- Consolidate unneeded product and service identities to reduce confusion
- Rename identities to better represent products and services
- Develop brand identity designs that are brand consistent
- Create a slogan that represents the company philosophy and commitment
- Develop a Batson Quality Approval process in support of the slogan
- Represent the Keith Batson commitment to quality with a stamp of approval design
Naming solutions (1 thru 4 above):
The central theme of the brand strategy is to eliminate confusion in the market through better recognition of the Keith Batson brand by market segment as follows:
Logos below are example designs for sample purposes. Logo project will be addressed separately and can build on the example below or with a different concept:
Consolidate all product and brand identity nomenclature under the umbrella of Keith Batson.
By consolidating the brand it becomes more recognizable and increases the likelihood of success of the brand strategy and marketing effort. It also allows for future expansion into other market segments with less brand distortion.
Further justification of name choice based on URL availability evaluation:
KeithBatson.com (1st Choice and Best name: Secured)
BatsonHomes.com ($12,000)
Batson-Homes.com (Is available but not suggested)
Batson.com (Not available – Could submit bid through domain provider but likely to be expensive or the owner is no longer available.)
Change the name of Batson Builders to Keith Batson / Luxury Homes.
The word “Luxury” better represents the offering to the intended market segment while the word “Builders” portrays a sense of industrialism that doesn’t address the elegance and refinement of living as opposed to necessity.
Change the name of Keith Batson Homes to Keith Batson / Quality Homes
The word “Quality” separates this product identity from the “Luxury Homes” identity loosely as a since of quality or excellence in the market. In comparison, “Luxury” obviously describes a product more befitting opulence while “Quality” is a distinctive characteristic that differentiates, it does not imply affluence.
Consolidate unneeded identities by Changing the names of Keith Batson Construction and the Fence Company to Keith Batson / Home Improvements
The word “Improvements” in association with “Home” is obviously an industry standard accepted by big box retail, multiple TV series, DIY sites and expositions. “Home Improvements” encompasses the products and services of the two previous identities and allows for future expansion of the products and services without damage to the brand strategy.
Slogan and brand strengthening solutions (5 thru 7 above):
This slogan affectively communicates that Keith Batson delivers a commitment of quality and care with one of the consumers’ biggest investments…their home.
All logos are for sample purposes and can be modified or conceived differently to address cocerns.
The brand can be further strengthened by the use of a creative that shows a commitment to quality. However, successful branding must incorporate more than a well worded slogan and a few well designed graphics. The Keith Batson brand is much more. It must include well documented internal process and procedures that reflect and support the brand. There’s nothing worse than an empty promise. Remember, your brand is who you are!
Bullet point marketing review.
Marketing Scope:
> Complete and finalize creative for the brand strategy
> Develop a set of marketing ideas and formulate strategies
> Develop ROI measurements for marketing strategies where appropriate
> Define the scope of and possibly help to create internal tools & processes to insure the offering and service provided reflects the brand initiative.
> Create survey and data base building tools for further market evaluation and to continually improve the brand and marketing effort.
In many B2B companies, a sales team is the primary method for reaching out to the market. Salespeople call prospects and customers, but they can only do so much in a day. In B2C companies it is primarily marketing that drives the sales result. Keith Batson can benefit from both direct sales and marketing campaigns to dramatically increase market share.
A marketing campaign is a series of touches with your market to communicate a key message.
The key word is “series” since it usually takes multiple touches for your audience to recognize your message and respond.
Marketing campaigns can include many different print and digital media:
>Email, SEO, banners ads and other online marketing
>Cross media marketing using personalized URLs, call tracking and QR codes
>Publicity – Local dream home participation, high profile renovations for charitable cause. Donate services to high profile needy families, flood and storm victims. Anything newsworthy.
>Direct mail to target markets with cross media enhancements
>Telemarketing
>Trade shows and events like Nashville Decorating and Remodeling Home Show and Nashville Home and Garden Show.
> Home improvement expositions at local fairs and community events like the February event at Wilson Bank and Trust
>Print collateral, promotional items and other traditional marketing channels
>Develop print collateral that will represent the Keith Batson brand and each of its identities
>Develop identity specific print material where necessary.
Projects to estimate:
>Completion of Brand Strategy
>Style Guide Development
>Logo and Stationary Package
>Print Collateral
>Ad Campaign and Ad Creative
>Marketing Ideas Package (above is a quick example) and/or Complete Marketing Plan
>Marketing Retainer Agreement
>Website
>Trade Show Exhibit Booth
>Signage for Berryhill Office
Project estimates anticipated delivery 1-2 Weeks.
THANK YOU for allowing Crigital Media the opportunity to provide this Brand and Marketing Evaluation and Solution Recommendations project. We want you to know that we are dedicated to your complete satisfaction. If you have any question concerning this report and/or would like to schedule future projects please contact your Crigital Media representative immediately. We are excited about the potential Keith Batson and Crigital Media can unleash!
<<<<<<Simple Marketing Ideas>>>>>>
What exactly is marketing and why is it important to you as an entrepreneur? Simply stated, marketing is everything you do to place your product or service in the hands of potential customers. Marketing ideas are a component of a total marketing plan. Without marketing there would be no business and without marketing ideas there would be no activity to develop new business.
Having well thought out marketing ideas is important because they get you thinking and moving in a way that will foster positive growth. Marketing is the vehicle for growth.
These ideas are not intended to be a comprehensive marketing plan but in lieu of a plan these ideas are a collection of suggestions that you may choose to act upon.
Tips for effectively using marketing ideas in lieu of a complete marketing plan.
1. Have an obvious and understandable purpose. Know what you want to be, do, and have.
2. Take consistent action. Evaluate the action, adjust and repeat. Do the things necessary to
achieve the desired outcome.
Like all things simple, the functional reality is always more complex. That’s because when you take action to realize your purpose it most always leads to an unpredictable result.
Most entrepreneurs mistakenly believe the marketing process can be controlled enough to produce a certain outcome. You can have a clear purpose (a goal), a step-by-step process for achieving the purpose (objectives), and an internal plan for providing the product or service (a strategy). But taking action always alters even the clearest of purposes, so, how does an entrepreneur avoid descending into chaos?
To overcome chaos you must be focused and flexible. Focus is that rare ability to pay attention to a select number of things — the finite not the infinite. Flexibility is the willingness to continually re-focus your purpose based on the new information that arises from consistent action.
The one constant is the customer. Building relationships and providing customer service is not a marketing event but the creation of an environment of trust.
“Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets.”
Steve Jobs/Apple
“Each Wal-Mart store should reflect the values of its customers and support the vision they hold for their community.”
Sam Walton/Walmart
I’ve never met an entrepreneur who focused too much on potential customers. Passionate belief in their product or service leads many entrepreneurs into the pitfall of universal appeal. Even if everyone on the planet is a potential customer, mass marketing in the early stage of your company development is too expensive and unwieldy.
Focusing on specific groups of potential customers that share common characteristics (vertical markets) is both economical and quantifiable. It’s easy to monitor a target audience response while you build in-depth knowledge of their profile and develop an environment of trust. If focused activity produces results other than those you desire, it’s time to be flexible and re-direct your purpose or approach another vertical market with consistent action.
The entrepreneurial watchwords for this month — focus, flexibility, and fun. To paraphrase Joline Godfrey/Independent Means Inc., “if you aren’t making money, doing some good, and having fun, what’s the point!”
Move your ideas to a formal plan that provides greater focus, flexibility structure and success.615.225.8509
1. Better define your target market.
Remember that focusing on specific groups of potential customers that share common characteristics (vertical markets) is both economical and quantifiable. Most companies, whether big or small, direct their marketing to select niche audiences. Even the country’s largest manufacturers target carefully pinpointed market segments to maximize the effectiveness of their programs and often tackle different niches for each product group. Hewlett-Packard, for example, markets all-in-one machines that print, fax and scan to segments of the home office market, while targeting larger businesses for higher-priced, single-function units.
Once you have defined a pinpoint targeted market follow these rules.
a. Make sure your product and service meets the unique needs of the niche.
b. Tell them what they want to hear. Speak their language so that your benefits are commun-
icated in a way that moves the market to purchase.
c. Test the market. Asses direct competition and position against them. Conduct a competitive
analysis by reviewing competitors ads, brochures and web sites, looking for their key selling
points, pricing and other characteristics. Then test marketing ideas on a small scale. If they
work in a percentage that will return a positive return on investment (ROI) then expand.
Develope a set of criteria that defines your target market. You can do this in sets or groups of potential markets.
a. New business
http://www.rutherfordcountytn.gov countyclerk@rutherfordcountytn.gov
b. Existing businesses in an established radias of your location that might be expanding or
need temporary office space.
3. Search Engine Optimization (SEO) and Online Marketing
Whether you buy a copy of “Search Engine Optimization for Dummies” or hire a company like Crigital to provide your SEO, it’s not something you can ignore. If you have the “build it and they will come” mentality then don’t spend much time or money on your web presence. It just doesn’t work that way any more.
a. Use common sense: 90% of users are looking for information and relevant links so rich content
sites with quality links are rewarded by Google. Google’s artificial intelligence is based on human
desire and it is random in nature.
b. Google has a long memory when it comes to links and page associations for your site so keep white
hat tactics and steer clear of black hat tactics. Make friends with Google...earn their trust.
c. Be sure to focus on these 3 Main SEO activities: 1. keyword saturation, 2. relevant content and
3. link back building. There are a host of best practices but these will garner the best result. Don’t worry
about meta tags; they are all but dead. Descriptions are the new meta tag.
d. Once you’ve learned the basics you should continue with more complex SEO to gain substantial
improvements in your organic search.
Create unique, accurate page titles
Make use of the “description” meta tag
Improving Site Structure
Improve the structure of your URLs
Make your site easier to navigate
Optimizing Content
Offer quality content and services
Write better anchor text
Optimize your use of images
Use heading tags appropriately
Dealing with Crawlers
Make effective use of robots.txt
Be aware of rel=”nofollow” for links
SEO for Mobile Phones
Notify Google of mobile sites
Guide mobile users accurately
Promotions and Analysis
Promote your website in the right ways
Make use of free webmaster tools
If you prefer to focus on your core business and more traditional marketing and trust complex SEO efforts to the professional Crigital offer excellent options for clients on a budget.
4. Allocate a small budget for a Google Adwords campaign to target local marketing.
Start an ad campaign using Google AdWords. AdWords is a daunting and complex system, but it really isn’t that difficult to start using. Even with a budget of a dollar a day, the service is worth trying to see if you can generate traffic to your site.
Once you start with AdWords, your work is never done. An ad that did well last week may be inactive this week, either due to Google’s audit of its quality or because a competitor is now bidding more than you. Check your ads regularly to see what’s working and what’s not. Bid more when you need to. Kill off weak ads when you must. Change your ads altogether to see if different text brings more clicks.
The Opportunities tab on the AdWords home page can give you additional ideas on how to optimize your account, and you’ll also want to pay attention to your email. Google will periodically send you messages if it thinks you’re losing out on AdWords traffic.
Read more at: https://www.google.com/intl/en/ads/
Learn more here: https://support.google.com/adwords/answer/6146252?hl=en&ref_topic=3119106&rd=1
Or ask about Crigital managed Google Adwords campaigns.
4. Remarketing - Ways to remarket with Google
Standard remarketing: Show ads to your past visitors as they browse Display Network websites and use Display Network apps.
Dynamic remarketing: Show dynamic ads to past visitors with products and services they viewed on your website as they browse Display Network websites and use Display Network apps.
Remarketing for mobile apps: Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites.
Remarketing lists for search ads: Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.
Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps More reasons to use remarketing
Whether you’re looking to drive sales activity, increase registrations, or promote awareness of your brand, remarketing can be a strategic component of your advertising. It can drive return on investment (ROI) for all types of advertisers.
Reach people when they’re most likely to buy: You have the option to reach people after they’ve visited your website or used your mobile app. This could be when they’re searching for your product, visiting other websites, and using other mobile apps. AdWords remarketing provides timely touch points to drive your customers to your website and app when they’re most engaged.
Lists tailored to your advertising goals: Customize your remarketing lists to achieve specific advertising goals. For example, you can create a “Shopping cart abandoners” list to show ads to the people who added something to their shopping cart but didn’t complete a transaction.
Large-scale reach: You can reach people on your remarketing lists as they use Google search and browse over 2 million websites and mobile apps that are part of the Google Display Network.
Efficient pricing: You can create high-performance remarketing campaigns with automated bid strategies like target CPA and ROAS. Real-time bidding calculates the optimal bid for the person viewing your ad, helping you win the ad auction with the best possible price. There’s no extra cost to use Google’s auction.
Easy ad creation: Produce multiple text, image, and video ads for free with Ad gallery. With dynamic remarketing campaigns you can create dynamic ads which pair your feed with Ad gallery layouts, scaling beautiful ads across your entire set of products or services.
Visibility over where your ads appear: You’ll have visibility into how your campaigns are performing, where your ads are showing, and what price you’re paying.
learn more about Adwords and Remarketing at: https://support.google.com/adwords/?hl=en&rd=1#topic=3119071
5. Partner with other commercial office spaces
Network with local office space leasing companies to satisfy there tenants who may need temporary or expansion office space or meeting areas. Offer a referral type relationship and put your proposal writting or on a handout that is convient. Follow up on those interested periodically.
6. Sign Flipper
In the past, sign spinners, or “human directionals” in marketing jargon, often pointed their signs toward used car lots or new housing developments. But as the cost of renting a billboard has doubled, sign spinning is attracting more interest from big chains like McDonald’s to mom-and-pop shops. Think of it this way, you can use your TiVo to skip the ads in a TV program, and you can use your ad blocker software to block ads on a web page, but sign spinning is pretty hard to block out because it’s entertaining.
7. Be an Expert!
Create YouTube videos explaining benefits and features of shared office space.
Make video with your phone or simple camera equipment...nothing fancy. Post on YouTube and post YouTubelink on Facebook. Make sure that your YouTube video doesn’t explain all the features and offer a free explanation of all the features as well as an incentive. The focus is to drive traffic from those sites to your location.
Guest blogging
Guest blog on other blogs largely related, or semi-related to your business niche. Find blogs that answer customer questions and complaints about business and commercial real estate etc. Search for specific topics concerning shared office space or related topics and share your expertise. Share partial information and then encourage them to e-mail you or visit your Facebook, website, etc. Do NOT post ads or coupons. Being the expert will lead them to the sale indirectly not to mention create excellent networking with other bloggers and relationship building.
8. Take advantage of opt-in e-mail marketing.
Collect e-mail addresses from marketing channels (contests, online visits, in-store visits, customers etc.) E-mail marketing is an affective way to spread your message and save time and money. You can publish several types of e-mails like product announcements, newsletters and special offers. Aside from being inexpensive e-mail marketing provides powerful analytics that can help you increase response rates and conversions.
E-Mail Marketing WARNING:
Keep everything white hat...Do not spam..it’s best to use Crigital Media or another professional service.
As a marketer, it’s your job to make sure you’re constantly adding fresh contacts to your email marketing campaigns so you can keep your numbers moving up and to the right. (But not by purchasing email lists -- learn why you should never buy an email list in this post.)
If you’re not working on building your email list already, or you’ve run out of ideas to do so, here are 25 simple ways to grow that email list.
And to learn more about how to build an effective email list, download our ebook about how to optimize your email marketing programs here.
Email List Building: How to Grow Your Email Database for Free
Using Email
1) Create remarkable email content. Your content needs to be amazing if you want people to stay subscribed and forward your emails to their friends, family, and colleagues that aren’t already on your email list.
2) Encourage your current email subscribers to share and forward your emails by including social sharing buttons and an “Email to a Friend” button in your marketing emails. That way, you’ll gain access to fresh networks, friends, and colleagues who might sign up for your list. At the bottom of your emails, include a “Subscribe” CTA as a simple text-based link so that those receiving the forwarded emails can easily opt-in, too.
3) Promote an online contest, like a free giveaway, and have entrants sign up or submit using their email address. (And don’t forget to promote your contest on social!)
4) Create multiple email subscriptions types that you use to send more targeted content to specific segments of your marketing personas. Email recipients are more likely to click through emails that have been targeted at them, so if you create multiple, targeted subscription types, you’ll increase the chance that visitors will subscribe to one of them.
5) Reinvigorate a stale email list with an opt-in campaign. Do you have an older list that you think is mostly decayed? Create an engaging opt-in message and send it to your old list encouraging contacts who wish to re-opt-in and promising to remove all contacts who don’t respond. Though it might seem counterintuitive to remove folks from your email lists in order to grow them, emailing only engaged contacts could improve your deliverability and increase the odds of your email getting shared with those outside your current contacts database.
6) Add a link to your employees’ signatures that leads people to a landing page where they can sign up for your mailing list.
With New Content
7) Create a new lead gen offer -- like a free ebook or whitepaper -- and require visitors to provide their email address in order to download it. (Need ideas? This blog post lists 23 ways to create lead gen content quickly and easily.)
8) Create a free, online tool, or resource and have users sign up with their email address. For example, we’ve created quite a few free tools, like Marketing Grader, to gather email addresses.
Using Social Media
9) Promote one of your lead-gen offers on Twitter. Create a Twitter campaign to promote an ebook or a free resource to your followers that requires an email address to redeem.
10) Use your Facebook Page to promote an offer that requires an email address submission. Promote offers on your Timeline, and be sure to add social sharing buttons to the landing pages and thank-you pages you send them to so you encourage your leads to share those offers.
11) Add a call-to-action button to the top of your Facebook Business Page, like we did below. Link the CTA button to a landing page that requires an email address for access.
facebook-page-cta
12) Publish links to gated offers on your LinkedIn Company Page or in appropriate and relevant LinkedIn group discussions.
13) Use Pinterest to promote offers that require email sign-up. For example, HubSpot created a Pinterest board where we pin the well-designed covers of our marketing ebooks. From this board, we’ve been able to generate new leads and grow our email list.
hubspot-ebooks-pinterest
14) Leverage your company’s YouTube channel. Add calls-to-action and URLs in your videos to encourage people to subscribe to your list, and include links to relevant landing pages in your videos’ text descriptions.
annotate-youtube-timeline
15) Promote offers and email sign-up through your Google+ Page by making use of your Google+ updates and your Google+ “About” section.
On Your Website
16) Link to offers that capture email signups throughout your website. Don’t make people dig around your site to stumble across subscription options. Keep your offers up front, and include calls-to-action on just about every page of your website. Key places to consider are your website’s homepage, the main page of your blog, your ‘About Us’ page, and your ‘Contact Us’ page.
17) When creating content for guest blogging opportunities, include a call-to-action as well as a link for readers to subscribe to your site’s blog or email database in your author byline.
With a Partner
18) Run a promotion on a partner website or email newsletter that targets a new but appropriate audience to collect email addresses from a fresh source.
19) Host a co-marketing offer with a partner -- like an ebook or webinar -- and ask them to promote the registration to their audience. After it’s released, swap leads.
With Traditional Marketing/Advertising
20) Collect email addresses at offline events like trade shows and import them into your database. Be sure to send these contacts a welcome email that confirms their opt-in to your list. (See #8 in this blog post for tips on sending welcome emails.)
21) Host your own offline, in-person events like meetups, conferences, hackathons, educational panels, etc., and collect registrations online using email addresses.
22) Encourage prospects in a traditional marketing campaign, like direct mail, to opt in to receive email communications instead. Include a shortened URL with UTM parameters to an online signup, and allow readers to opt out of direct mail. You’ll even save some trees in the process!
23) Host an online webinar and collect email addresses at registration.
24) Leverage paid search ads to link to a landing page with and email sign-up.
25) Add a QR code to your print marketing collateral that people can scan to opt in to your email database.
9. Make sure your marketing budget is a percentage of your business profit.
This sounds simple but most small businesses don’t do it. As your business grows so should your budget.
10. Guarantee what you do anyway.
If you already do it then put it in writing and advertise it through all your marketing channels.
Example: If you are willing to beat the price of any other shared office space provider then guarantee it. Whatever it is that you do as a business practice then guarantee it.
These guarantees can be branded and used to build customer trust as a component of campaigns.
11. Purchase a Human Billboard
Participate in parades...think holidays, high traffic events, downtown on Saturday night, walk-a-thons, festivals, fourth of July events where crowds are gathered to view fireworks, conventions, expos, sporting events, concerts and especially anywhere that business people gather or high busines traffic. Make sure to have hand outs that drive traffic to the store and website.
Human Billboards are backpack billboards which are built using an aluminum frame, keeping it lightweight. They feature on-board batteries which power the LED lights for up to twelve hours depending on which model you opt for.
The interior LED lights shine through the media which is printed on back-lit film providing the lighted effect.
Rechargeable on-board batteries provide the power for the LED lights. To charge simply plug the adapter into your wall outlet and connect to the billboards input. Our Human Billboard looks great day or night.
http://backpackbillboards.com/
12. Advertise
Use YouTube video and other content of contest winners from testimonial campaigns to create a low budget commercial. Target spots on Comcast are inexpensive during non-peak hours and on channels and programming that appeal to the “Value Seeker” demographic. Comcast can probably shoot or produce a commercial for around $500. The commercial can be multi-purposed for web content too. Make sure to direct traffic to an answering service or online form to collect and provide enough information to follow-up the next day.
13. Business card distribution/trade.
Purchase a 8 business card holder with multiple spots like the one pictured here. Organize a group of 8 other local business that will agree to display the cards of all 8 businesses at the point of purchase in each store. Collect business cards from all the partners offering to replenish the card displays weekly. Make your business card a special offer card that is a coupon or other incentive offer. I found this card holder at: http://www.beemak.com for about $7.00
Business cards are perhaps one of the best small business marketing tools.
* SAMPLE LEGAL DISCLAIMERS: When offering coupons or running contests make sure to have a legal disclaimer that covers such topics as, The above offers are for a Limited time ending without notice at the discretion of (Your Company Name). Limit one per customer, non-transferable. Not valid on purchases made with any other coupons or special offers. No cash/credit back. Not valid on prior purchases. Must be used at time of order. (Your Company Name) can refuse to honor this or any offer upon suspension of abuse. Void where prohibited. Tax and shipping not included.Did you know that Business Cards are one of the best marketing vehicles for most types of small businesses and are always an excellent return on your investment?
Business cards provide the link between you and your organization. In Japan, business cards are so important that people accept them with two hands and read them while you wait. In the United States, we use them for everything from bookmarks to scribbling notes.
The truth is that business cards are a cheap form of advertising that link customers to companies. How is your business card doing as a link between your customer and your company?
When I first started in sales my only tools were my personality and my business card. My manager had little instruction except for “go get’em”. I discovered plenty of ways to use my business card and my personality to attract business.
Creative ways to use your business card.
1. Turn them into bookmarks – You can leave your business cards inside books at the library. Make
sure the books are ones that your target market will be reading. You could also get creative and designbookmarks like you would your business card. See Crigital product.
2. Leave them in strange places – And by strange, I do not mean the toilets in a public restroom but
if you can find a unique place to put them, they’ll stand out more. Try inside magazines at the doctors
office, leave one behind with your tip at a restaurant, etc. The more off the wall the place, the better.
3. Point an arrow at it – Find stores in your area with places you can tack cards/paper to – grocery stores usually have these when you first walk in. Use a thumb
tack to put your card up. Now, cut out an arrow with red poster board and tack it up pointing to your
cards. It’ll instantly stand out.
4. Paying bills? Sending invoices? Thank you notes? – Put your business card in each envelope. Make
a special business card with a referral form on the back. The person making the referral can sign the
back and when the referred customer presents the card they both receive an incentive. Send a busi-
ness card with every correspondence.
5. Shipping product? If you ship products, for example, include a card with every package. Send busi-
ness cards with a customer satisfaction survey address.
6. Send one with a bouquet of flowers – Send a potential client a bouquet of flowers (assuming the po-
tential client is a woman) and in the spot where you place the card, place a nice written card and behind
it put 2-3 of your business cards.
7. Turn your cards into magnets – You can purchase packs of 100 business card sized magnets which
you can stick your business card to. So, being the ‘outside-the-box’ thinker that I am, I took 10 of them
(5 front facing, 5 back facing) and put them on street poles, mail boxes and used them as handouts.
You can also order business card magnets in larger quantities 500 that are less expensive. See Crigital
products.
8. Business card or coupon? – Create a second business card and use the back of your card as
a coupon by designing it to look like a coupon.
9. Business point of purchase –Purchase a business card stand from Office Max or any other office
supply store ($1.00 ones) and place 10-20 cards and ask any local business if you can place your
cards at their point of purchase (cash register). Offer them a discount on your products or services for
the privilege.
10. Make Your Business Card Useful! If your prospect and clients have a reason to keep your business
cards with them they are more likely to remember your product or service when they need or want it. A
great way to ensure top-of-mind exposure is to add something useful to the back like a college football
schedule or a hospitality tip chart. Try to add something that either directly or loosely relates to your
business.
11. Fish Bowl Marketing – Get a glass fish bowl and put a sign in front of it asking business card carri-
ers to place their card in for a chance to win something. Make sure you have a stack of your cards next
to it so interested people can take one. Now, you’ve got interest and a fish bowl full of potential leads.
12. Free, take one – Here’s another one I’ve used before. People love to see the word “FREE” so by
putting a small sign next to a stack of business cards that says “FREE – take one”, people’s eyes will
gravitate towards them. They’ll (hopefully) find it funny, grab a card and check your site out.
13. Have business cards printed for all staff members, right down to the lowest ranking person - The
novelty of the cards for those who usually don’t have them will enticeemployees to hand them out. At
the same time, you’ll make them feel appreciated. Your employees are part of your network, so use
their networks to generate business for your company.
14. NEVER RUN OUT…always have plenty of cards. It is truly a sin to be without a card. Keep them
with you at ALL times.
15. Use it as a referral card - Get it printed in a paper stock you can write on and put a line in the design
for a “referred by” spot. Let your friends/family take 10-20-100 cards and write their name on it so they
get credit (or even offer them a referral bonus).
16. Use QR code to direct smart phone users to your website.
17. Use your business cards to introduce yourself to prospects you meet at business and personal
functions. One day a colleague of mine told me, “When you are in a meeting or network event pass
your business cards out only to those who ask you for one…you get them to ask you for yours by ask-
ing for one of their business cards first!”
Using this idea, here is a simple 9 step way to make using your business cards one of most effective
ways to build a great network of business contacts and friends.
Here’s How:
1. When you meet someone, at a network gathering, business meeting, social gathering, or on the
street; after you say hello and engage in little conversation, always ask them for their business card.
They will be delighted that you asked and proud to give it to you. After this it will be very natural for
them to ask you for yours, but if they do not ask, you should offer it.
2. When you receive their card, always thank them for it. Read over what it says front and back. Ask
them any questions that genuinely interests you about them or their business after you have looked
over their card. Make sure all the contact information is there: name, business name, phone number,
address, and email. If there is a piece of information that is missing, ask them for it so that you can add
it to the card.
3. Ask them for their permission to contact them. It is good professional manners to ask their permis-
sion, even though it is assumed that they would want you to contact them. It is a way of being respect-
ful and you will be remembered for it.
4. When you hand them one of your cards be ready to respond to any questions that they may have.
5. Be sure to have prepared an introduction that includes a one sentence description of your
company and what it offers. Example: Crigital Media helps small business with marketing by
providing simple and affordable marketing products and services.
6. Never try to sell them anything at this point unless they flat out tell you they want to buy something
from you. Remember, the reason why they asked you for your card was probably more out of polite-
ness because you had asked for theirs. There is no need to go into selling mode here, you really only
want to connect with the person at this point.
7. Within 24-48 hours send them a note. Always have on hand some blank or better still personalized
note cards (See Crigital Products) Inside the card handwrite a short note to them stating that you ap-
preciated having made their acquaintance. If you can recall something from the conversation this will
help to personalize it even more.
8. Place your business card inside the note card, hand-address the envelope using the information
from their business card and drop it in the mailbox. The person on the receiving end will be honored
that you thought of them enough to take the time to handwrite a card and “mail” it instead of “emailing”
it. Also, people love to receive cards and they can tell that it is a card even before they open it by the
size and feel of the envelope. Don’t be surprised if they contact you back with a thank you!
9. Keep their card in an organized file for future reference. Better still ad them to a data base or Cus-
tomer Relationship Software were you can start your sales plan and track the results.
Start Marketing With Purpose!
Crigital makes marketing simple and affordable!
It’s easy to start marketing with the help of Crigital Media. We’ll evaluate and review your preferences and objectives to suggest the appropriate blend of print and digital marketing products and services. Call us today 615.754.9430.
Big or small budget - we have a perfect plan for you!
The PLATINUM Marketing Plan: If you don’t have the time or the knowledge to develop your own marketing and sales plan we highly recommend you invest in the Platinum Marketing Plan. Most small business owners don’t think they can afford big marketing plans but a good marketing and sales plan will often pay for itself through solid returns on your campaign investments. The Platinum Marketing Plan is a comprehensive plan covering some of the following topics: Sales plan, executive summary, situation analysis, marketing strategies, marketing mix, controls and the marketing budget financials. If you don’t have a marketing plan don’t wait another minute.
Marketing Platinum Plan Estimated $3,495 or less *
You pay only for the time required to complete your plan.
The Comprehensive Sales and Marketing Plan
Sales Plan
Executive Summary
Situation Analysis
Marketing Strategy
Marketing Mix
Controls
Simple Marketing Financials (Budget) – however, more complex financials that encompass the total scope of the business are quoted upon request.
(2) Pre-plan interview sessions about 1 hour each, Post Plan coaching about 1 hour and (2) follow up 30 minutes each.
The GOLD Marketing Plan: If the Platinum marketing plan seems like a good fit for your business but it’s a little more than you are able to invest then the Gold Marketing Plan may be just right for you. It’s essentially the same structure but a little less comprehensive. Lack of planning is the leading cause resulting in the failure of most small businesses within the first 5 years of business.
Marketing Gold Plan Estimated $1,295 or less **
You pay only for the time required to complete your plan.
A Professionally Prepared Marketing Plan
Executive Summary
Marketing Strategy
Marketing Mix
Controls
Sales Plan Not Included
Situation Analysis Not Included
Financials Not Included
(1) Pre-plan interview session about 1 hour, Post Plan coaching about 1 hour and (1) follow up 30 minutes.
Marketing Coaching and Brain Storm Sessions $25
1st 30 minutes. Over 30 minutes billed $75/hr in 15 minute increments.
Many of our clients schedule sessions to brainstorm new ideas and problem solve issues. It’s good to have a marketing partner and we’re here when you need us.
<<<<<<Monthly Marketing Actionables for Dental Practice>>>>>>
Monthly Offer Action Items
Consult with Practice Manager and provide suggestions to develop 12 monthly offers.
ADULT
- Send an email reminder to HDS & HDS4K Staff details of Offer… send email.
- Update Website “Offer” page
- Always make a big link button to “Appointments” page
- SEO keyword “Offer” page and backlink to online directories as well as “PatientConnect365” page
- Keyword SEO Offer
- Announce on Social Media
- Link to offer page on website
- Announce on RevenueWell
- Link to Social Media (facebook & twitter)
- Link to Website Offer
- Use Reputation Management when possible
- Create ad for Indian Lake publication
- Update all online directories via Crigital Control
- FourSquare - custom
- Incorporate into Reputation Management where possible
- Collect and incorporate Testimonials from Reputation Management and RevenueWell
KIDZ
- Remind HDS & HDS4K Staff of Offer… send email.
- Update Website “Offer” page
- Always make a big link button to “Appointments” page
- SEO keyword “Offer” page and backlink to online directories as well as “PatientConnect365” page
- Keyword SEO Offer
- Announce on Social Media
- Link to offer page on website
- Announce on RevenueWell
- Link to Social Media (facebook & twitter)
- Link to Website Offer
- Use Reputation Management when possible
- Create ad for Indian Lake publication
- Update all online directories via Crigital Control
- FourSquare - custom
- Incorporate into Reputation Management where possible
- Collect and incorporate Testimonials from Reputation Management and RevenueWell
Couple of ideas………
Refer a Friend and Family Card.
-Tell them about our New Patient Special and get a Gift Card worth $10
-Print Business Cards with a space for the referring patient to write their name on the
back and give to friends and family.
Comment Card
On a scale of 1-10 how would you rate your experience?
Would you be willing to refer a friend or family member?
Comment box
Check box – (yes) (no) Can we use your first name and comment in our multi-channel marketing as a testimonial.
<<<<<<Organizational Document in support of the formation of the Marion County Arts Council>>>>>>
6:30pm July 12th 2017 - First Organizational Committee Meeting
Initial invites:
Beth Duggar, Dale Woodfin, Clark Duggar, Meagan Duggar, Curtis Sharp, Duke Raulston, Wendy Barrett
Proposed mission statement
The mission of the Marion County Arts Council is to fund, support, promote, coordinate and strengthen the creative capacity for arts at the county and local levels in an effort to improve the overall cultural and economic development of our communities and to create diverse opportunities for participation.
Actions in support of our mission
The Marion County Art Council will provide various services including: sponsoring arts festivals, showcasing the work of local artists, hosting art exhibits, concerts and performances, sponsoring arts workshops in community settings, promoting formal educational opportunities and facilitating professional development services to existing arts programs. The council will also establish a center for the arts, publish arts calendars, make grants to local artists or local arts organizations, or maintain a registry or roster of artists.
Getting Started
The purpose of this meeting is to gather a group of enthusiastic citizens to convene an inclusive to discuss ideas and the community's cultural needs and resources. A citizens committee develops a survey to identify community arts and cultural resources, determine what arts programs are already being provided, where the gaps are, what the community believes an arts council should provide, and what the community is likely to support. Once this committee has outlined the need and focus of the arts council as defined by the first several meetings it will organize a public meeting.
- Public meeting to survey the interest of the community
- Formal invitations to include the community's various ethnic and cultural groups and leaders, educators, representatives from the business sector, artists, civic leaders, clergy, and art students.
- The meeting will be well publicized to other interested citizens.
- The meeting will be held in a familiar public space.
- Survey results should be posted in the local newspaper and on an accessible web site. Printed copies should be made available in a public place such as the library.
- Also, survey results should be presented and discussed at another public meeting. By then, the role of a local arts council is open for discussion. Someone should record proceedings of the meeting.
The public meetings, the survey and other information sessions that occur with public participation are documented and compiled to become the community arts and cultural assessment.
Conduct a basic arts and cultural resource inventory.
- Start with a small committee to plan the arts and cultural inventory process.
- Artists
- Art educators
- Cultural organizations
- Places
- Events
- Other resources that make up the cultural fabric of the community
- Identify your arts and cultural assets:
- Community citizens brainstorm and list the community's arts and cultural assets.
- Place the arts and cultural survey form on a community website or in the local newspaper
- Assign a community benefit that each resource serves.
- Example: The local arts guild hosts a series of exhibits in downtown spaces throughout the year and also provides arts instruction to adults and youth. Community benefits would be i, iv, and v from the list below. Community benefits may include:
- Enhance community livability
- Contributes to Economic Development
- Arts and Cultural Tourism Resource
- Contributes to Downtown Revitalization
- Arts Education Resource.
- Record, publicize and document the results of your cultural inventory.
The Local Arts Council Structure
The Marion County Arts Council will be structured as 501 (c) (3) non-profit corporations with a board of directors similar to other community service organizations. As a non-profit corporation we will have more autonomy than a government commission and more freedom to solicit contributions from individuals and businesses.
Function of the Board of Directors
The Marion County Arts Council board of directors will be the managing body of the organization and should be strategically developed to allow for the fulfillment of the mission statement and the success of the organizational goals. Board members will be recruited based on their willingness and ability to provide valuable expertise as well as business, governmental and art community connections that will benefit and contribute to the organizational goals, and will ensure that the board is a representation of the cultural and social profile of the community. The board will also strategically recruit members to contribute administrative, legal and fiscal oversight responsibilities. Potential board members must be committed to the ongoing objectives of the organization, accept the responsibility of a board member and adhere to the organizations mission statement. The board must comply with any non-profit articles to ensure compliance with tax structure and organizational status.
The board of directors sets policy, formulates long-range plans, develops the budget, and generally oversees arts council activities. Board vacancies are filled by a quorum vote of the board of directors and/or the organization's members as stated in the bylaws.
Action items to establish the board of directors
- Define regularity of meetings to conduct council business.
- Elect a treasurer who acts as chief fiscal agent and is responsible for keeping accurate and complete financial records.
- Elect a secretary to send out meeting notices, keeps minutes of board meetings, and record and compile policy notes.
- Invite the city manager to serve on the board or participate with the board.
- Other board members are recruited and elected as deemed appropriate to enhance or facilitate the council’s initiatives.
- A paid executive director may be hired. When a director is hired, that person assumes some or all administrative duties that may have formerly been a board responsibility.
Operating and Program Funds
The Marion County Arts Council should not depend on any one source of funding. Sources of funds for arts councils that are set up as non-profit corporations include: earned income, fundraising events, corporate sponsorships or contributions, small business contributions, grants from government sources, state arts agencies, foundations, individual donors and memberships. The organization's programming determines how fundraising is prioritized. Since nonprofit organizations receive public funding and donations, the board of directors is accountable to all of its funding sources whether public or private.
The Next Step: Build the Organization
After the community arts and cultural assessment is conducted, a smaller working committee is set up to undertake the necessary tasks of developing the new arts council.
- The committee will develop goals for the arts council in response to the community arts assessment. They will:
- Revise the above mission statement
- Develop bylaws that will serve as guidelines by which the organization will operate
- Recruit and install the board of directors.
- The new board may or may not include the working committee
Once the mission statement is developed and the basic board is formed, the organization votes to adopt the bylaws and files for incorporation. Apply for 501-c-3 Tax Exempt Status, Compliance Guide for 501-c-3 Tax-Exempt Organizations.
Other action items for consideration
- Develop bylaws
- Secure legal pro bono
- Determine original incorporators
- Secure legal pro bono
- Select a name for the organization
- Marion County Arts Council
- Register to solicit contributions
- Secure legal pro bono
- Hold board meeting
- Finalize a plan
- Finalize a budget
- Apply for federal employer identification number (EIN)
- Develop financial system
- Bank account
- Software etc.
- Develop and use financial management checklist
- File an IRS form 1023 for application of tax exempt status
- File for state and/or local tax exemption
- Apply for a nonprofit mailing permit
- Check for other state and local filing requirements
- Develop creative partnerships
- Develop financial partnerships
- Sponsors – Major Sponsor, Corporate, Private, Student, Friends of the Arts, etc.
- Develop fundraising events
- Identify grant opportunities
- Learn grants etiquette
- Apply for grants
- Identify community arts and cultural development resources
- Identify and support creative efforts and events
- Events and educationally through professional development internally and externally
- Showcase the works of local artist
- Online
- Offline
- Identify exposure opportunities
- Festivals
- Public and private events
- Speaking opportunities
- Develop long-term plans like an art center
Attachment 1
Examples of community arts and cultural resources
- Artists: Fine Artists, Visual Artists, Fine Crafts, Theatre Artists, Writers, Dancers, Musicians, Poets
- Teachers of Music, Art/Media/Design, Theatre, Dance, Literature
- Folk and Traditional Arts: traditional/ethnic music dance and crafts, traditional foodways, occupational crafts. (Examples of traditional arts: quilts, baskets, beadwork, cowboy poets, saddle makers, metal smiths, storytellers, folkdance)
- Traditional Elders
- Architects/Architecture
- Design Specialists
- Galleries and/or Exhibition Spaces
- Art Museums
- Performance Spaces
- Local Art & Humanities Councils
- Arts Organizations
- Community Theaters
- Artists' Spaces and Studios, Dance Studios
- Folklorists/Humanities Scholars
- Arts and Cultural Festivals
- Community Orchestras and Bands
- Choral Societies
- Church Musicians and Choirs
- Youth and Adult Arts Workshops
- Gathering Places for Cultural Activities: bookstore, coffee house, restaurant, community center, churches, etc.
- Universities and Colleges
- Libraries
- History Museums and Historical Societies
- Municipal Parks
- Arts Supply Shops