A few weeks ago, I had a fun meeting with a newer business. Laurian Horowitz started Colorado Life Lessons just under a year ago. They provide great services for people, especially teenagers, looking to establish their credentials in life guarding, baby sitting, CPR and First Aid.
Laurian was referred to me to see if I could help her with some of her marketing. After a good conversation learning about all the services she offers and brainstorming a little about the market for each, we started into what we could possibly do.
First, we discussed each of the services to determine which would be easiest to market and most profitable. Unfortunately, those didn’t overlap in her case. We also discussed the work it would require of her for each of the classes to determine how much she could actually handle.
The markets for Colorado Life Lessons overlapped to some extent, but in order to effectively market, we had to get extremely specific, which removed some of the overlap.
As marketing goes, nothing is guaranteed, but when you can either get extremely specific, or hit multiple markets at the same time, you can measure the response. Ultimately, all your marketing should be tracking well so you can evaluate your strategies on a monthly basis and make any adjustments.
The lesson here to to always look for new marketing that complements your existing marketing. While some things won’t work, others will. Your goal will be to find out which methods work and how to integrate them into an overall marketing strategy.
While this blog is not intended to be a sales tool for PinPoint Mailings, if you think direct marketing may be a strategy you’d like to explore, I’d be more than happy to help you determine if it may be a fit for your business.
Several months ago, a few of us decided to partner with the best business people we know in several industries. With a variety of businesses involved in the group, from merchant services to website development, marketing design to insurance, promotional products to information technology, we joined together to become a one-stop shop for small businesses. We became The Small Business Specialists. Our goal is to help start-up and small businesses grow.
Each of us are experts in our own niche. Coming together allows to leverage our knowledge and experience. In running our own businesses, we found it to be most efficient to focus on using our skills and hire or outsource the other aspects of our businesses. Even running our group, we refer to each other for ideas and brain-storming.
An auto mechanic best uses his skills repairing engines, not mopping the floor, filing papers, or running his payroll. Non-profit employees and volunteers should provide their services, not fold and stuff envelopes, or create small give-away items. A veterinarian should be seeing people’s pets, not fixing computers or updating his website.
In reality, any business owner should focus on just one thing: running his business. Everything from payroll and accounting to marketing and office cleaning should be done by a hired employee or an outsourced contractor.
That’s where The Small Business Specialists come in. We provide the essential services to running any business. By working with one group, a business owner can streamline the entire process or selecting other vendors. Due to the familiarity we’ve developed with each other, we can easily work together to meet the needs of the client as quickly and painlessly as possible.
If you are, or know, a small business owner thinking of starting a business, talk with one of our consultants to see if we can help get you jump started. Visit our website or call one of our consultants at (303) 731-4363.
Recently, I started working with an automotive repair shop; Davis Repair. They recently hired a BMW technician. They wanted to reach out to nearby BMW owners to try to lure in some new customers. They weren’t sure where to start…
The shop owner wanted to test direct mail on a small mailing to evaluate if he should make it part of his 2010 marketing plan. We developed a campaign to market to the 500 BMW owners closest to his shop. The campaign was very simple; three monthly mailings of the same postcard to BMW owners.
The first set of cards was mailed in November. About a week after the mailing, Davis Repair received several calls for minor repairs and oil changes. However, they were also able to service one new customer’s BMW with a $3,000 repair. That one repair covered the cost of the entire campaign.
After the experience, the owner called to expand the marketing. He wanted to add the next closest 500 BMW owners. The modified campaign will now run for six months, alternating between the two groups. Since they have already covered the cost of both campaigns, all future business generated as a result of this mailing is profit.
This example shows how a direct marketing campaign should work. We defined the target market of BMW owners, developed a message tailroed to them, and reached out to them multiple times. As a result, new customers have come in, and with good customer service, will become regular customers.
We don’t yet have the Return On Investment (ROI) for this campaign, as it is only about halfway finished. The preliminary response shows promise, and the results have already paid for the entire campaign.
This campaign, though on the small side, shows what a direct mail campaign should do for your business. If you want help developing a campaign tailored to your business. I’d enjoy the opportunity to talk.
With the end of the year nearing, there are two reasons for a new restaurant marketing idea. First, new restaurant marketing must take into account the holidays. Holiday parties come in many forms. There are company events, family gatherings, and social parties. Each of these present ample opportunities for new businesses and customers. The second restaurant marketing plan must focus on the new year. In this article, we’ll focus on restaurant marketing ideas for the holidays.
Holiday parties provide great opportunities for restaurant marketing ideas. Marketing for restaurant business events not only generate additional revenue, but bring in a group of customers that may not normally eat at your restaurant. Help the business focus on employee or customer appreciation. Providing employees with a social aspect outside of the office builds stronger working relationships. Getting to know other coworkers families develops deeper bonds.
For the family parties, there are several ways to build a marketing plan for a restaurant. One focus could be on not hosting everyone at your house. Another could be avoiding the mess and hassle of cooking. A third is having a place to go after the meal is over. These three themes could easily be tied together when marketing for restaurant holiday parties. Bringing families together without the stress of planning, cleaning and impressing the other members allows them to spend quality time together without the distractions associated with hosting at their house.
The third topic, a restaurant marketing plan to attract social parties, has the most creative options. There are many groups that would host a social party. There are the parties for people who only see each other a few times each year. These would require a restaurant marketing idea with a reunion theme. Another group sees each other on a regular basis and treat each other as family. Some simply want to gather in lieu of their family, since they may not be able to get together with them. There are plenty of new restaurant marketing ideas.
So, if you’re marketing for a restaurant, there are still some options this holiday season.
As I have been writing, most retail stores acheive 40% of their annual revenue in the holiday season. With the current economy, many stores have cut back on their marketing. That is a huge mistake! It furthers the downward spiral, since your potential customers don’t hear more about your store. It also allows others, who maintain or increase their marketing, to get a much better exposure rate.
The final week of October provides a last opportunity to start or add some marketing for the holidays. We have been working with several clients to add targeted direct marketing efforts to their marketing plans. For it to be effective, any campaign should plan for three or more mailings.
With only four weeks to the busiest shopping week, Thanksgiving week, the rush is on! Most retailers have placed their advertisments in the newspapers, bought their TV and radio time, have put their signs in the grocery carts, are having flyers distributed, and have scheduled multiple mailings. If you haven’t done this for your retail store, this week may be your last chance to get any of it done.
In order to put your marketing in motion, decide on a highly targeted sector of your customer base. Then figure out a specific message or offer to send them. Finally, find a professional to complete the project. At this late time, even if you have the skills, knowledge, and capabilities for this project on your own, chances are you don’t have the time to get it done.
Be sure to find a professional with expeirience in marketing, finding the target market, and capablities to get the work completed. Once you find a professional, be sure to take his/her advice and make decisions quickly. By trusting the professional and making quick decisions, your marketing wil bring new clients in to help you acheive a great reatail sales season!