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Primetime Promotions Increasing Sales With Effect ive, Low-Cost, Targeted M arketing

10 Common Marketing Mistakes Made By Small Business Owners 1 Having no marketing plan or having one and not following it •

According to the US Commerce dept. on average businesses with no marketing plan do 30% less sales than those with one

If your business does not have a marketing plan you’re loosing money in lost sales

Too many business owners assume that they don’t have to market their products and services, they confuse selling with marketing

The result of no marketing plan is haphazard, inconsistent, ineffective marketing activities

This will lead to wasted money, time and effort

2 No target market, not clearly identifying your target market These are some of the characteristics you can use to identify your target market •

Demographics - age, income, no of employees, a specific group -

Geographics -

Psychographics - peoples interest, hobbies, groups they belong to, newspapers they read

specific neighborhood, city

If you’re selling to other businesses what industry are they in, how many employees do they have what’s their sales revenue.

3 Not setting specific sales and marketing goals •

e.g. 5 new leads a week, 10 referrals a month $5,000 a month in sales If you don’t know where you are going, how will you know when you get there?

_______________________________________________________________________________________ 726 Cl i fto n Street Wi n n i p eg , MB R3G 2X8 Can ad a P. 204-78 3-63 42 F . 204-7 79-3 640 E-mai l : T h eMarketi n g Co ach @Pri meti mePro mo ti o n s. ca w w w. Pri meti mePro mo ti o n s. ca

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Primetime Promotions Increasing Sales With Effect ive, Low-Cost, Targeted M arketing

4 Not developing a core marketing message • • •

What is it you want people to know about your business What key benefits do you offer that makes you different from your competitors E.g. Dominos Pizza – pizza delivered in 30 minutes or it’s free Abalon – foundation specialist The question you must answer is why someone should do business with you instead of your competitors

5 Using a strategy of one-step advertising •

e.g. an ad or flyer that only has the name of the company, a logo and a phone number and usually ends with “call for more details

Then there’s an expectation that prospects will buy after seeing your ad or flyer once

Unless you’re selling a unique product or service that is in high demand, one step marketing usually gets poor results

You must give the reader of your ad a reason to contact you

Give something away to get them to contact, ( free report) have a contest

The goal of advertising for small business owners is to get people to raise their hands and identify themselves as prospects for your products or services

One step marketing is like walking up to a total stranger and asking them to marry you

6 Not measuring or tracking the results of your marketing activities • • •

If you can’t measure the results of a your marketing activities you’re probably wasting your money You must know how many inquiries, clicks, calls, sales, etc. that you’re generating from your marketing activities You need to know what’s working and what’s not so you can keep the best and drop the rest

_______________________________________________________________________________________ 726 Cl i fto n Street Wi n n i p eg , MB R3G 2X8 Can ad a P. 204-78 3-63 42 F . 204-7 79-3 640 E-mai l : T h eMarketi n g Co ach @Pri meti mePro mo ti o n s. ca w w w. Pri meti mePro mo ti o n s. ca

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Primetime Promotions Increasing Sales With Effect ive, Low-Cost, Targeted M arketing

7 Focusing your marketing message on you instead of your customers •

Most people don’t care that you have been in business for 16 years

They don’t care that you have cutting edge technology

They don’t care you have won many awards

This kind of background information has a role in your marketing, but it should not be your main marketing message. Too often this is what you see in brochures and on websites. •

People want to know how your product or service will benefit them

Will it save them money or time?

Will it earn them more money?

Will it make them feel or look good?

Will it help them solve a problem they’re having?

8 Wasting money on image or brand marketing Marketing can be broken down into 2 categories Ü Image marketing •

Image marketing is for big companies like Coke, Nike, McDonalds because it’s very expensive, millions are spent and it take a long time to build an image or brand

Most mall business owners do not have enough money to do image or brand marketing

Image/brand marketing is not effective at increasing your sales

Name and image recognition is important, but as new businesses it’ more important for you generate sales

_______________________________________________________________________________________ 726 Cl i fto n Street Wi n n i p eg , MB R3G 2X8 Can ad a P. 204-78 3-63 42 F . 204-7 79-3 640 E-mai l : T h eMarketi n g Co ach @Pri meti mePro mo ti o n s. ca w w w. Pri meti mePro mo ti o n s. ca

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Primetime Promotions Increasing Sales With Effect ive, Low-Cost, Targeted M arketing

Example: ad in paper, logo and name at the top, address phone# website, call for more details Ü Response marketing All your marketing activities and materials must be designed in a way that will get people to respond in a specific way. You want your prospects to take immediate action. •

Call you for a free report,

A free consultation session

Go to your website to download a tool that will help them.

Buy today and get a free book,

A discount offer with a limited time offer

9 Giving up on your marketing activities too soon • • • •

Successful marketing takes, patience, persistence repetition and commitment Research indicates that most sales are made after 7 contacts with prospects Make regular follow-ups with your prospects the 11th commandment You have to keep following up, because your prospect may not be ready to buy at the your are selling.

10 Launching a website without having a clear purpose objective for it •

80 percent of all business websites were launched without any clear objectives during the rush to put one up

3 main purposes for a website •

To sell a product online

To generate sales leads

_______________________________________________________________________________________ 726 Cl i fto n Street Wi n n i p eg , MB R3G 2X8 Can ad a P. 204-78 3-63 42 F . 204-7 79-3 640 E-mai l : T h eMarketi n g Co ach @Pri meti mePro mo ti o n s. ca w w w. Pri meti mePro mo ti o n s. ca

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Primetime Promotions Increasing Sales With Effect ive, Low-Cost, Targeted M arketing

To provide educational material or technical support

Your site could be designed to cover all 3, but if you’re selling a service I suggest you focus on generating sales leads and educating your prospects •

Take some time and plan your website, sketch it out on paper

Decide what you want your site to accomplish

Make sure your site is educating your prospects on the benefits they will get from using your product or service.

Have lots of information and articles that your prospects will find interesting and valuable update it regularly to keep them coming back

ûûNetsmart found the primary reason consumers go to commercial Web sites is to be informed (97%), not to be entertained. They are on a mission. They go to your site to find out more about your product or service. •

It’s not enough to just have a counter that tells you how many people visited your site

Develop a system to collect the contact information of people who visit your site e.g. Newsletter, contest, online seminar, white paper

Integrate your online marketing with your offline marketing, they should work together to help you achieve your marketing goals. Promote your website!

Author: Kevin Toney is “The Marketing Coach”. If you want help to improve the results of your marketing, attract more clients or customers, make more money and grow your business, he’s the one to contact. Call 204-783-6342 Email: TheMarketingCoach@PrimetimePromotions.ca Visit his web site at www.Primetimepromotions.ca ,while you’re there you can sign up for his free online mini marketing course. 8 Simple, Easy Steps To A Successful Marketing Plan

_______________________________________________________________________________________ 726 Cl i fto n Street Wi n n i p eg , MB R3G 2X8 Can ad a P. 204-78 3-63 42 F . 204-7 79-3 640 E-mai l : T h eMarketi n g Co ach @Pri meti mePro mo ti o n s. ca w w w. Pri meti mePro mo ti o n s. ca

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10 Money-Wasting Small Business Marketing Mistakes