Qualitative Marketing

A business card is the calling card for your business, so it's important to make your business card is one people will hold onto and not throw away. Want to make sure your business card is not in the discard pile? Here are seven do's and don'ts which will get your business card into the right hands and noticed.

1. Don't Cheap Out

Yes, you can get business cards for free. VistaPrint.com will give you 250 business cards for free. But, you have the word "free" on the backside of the card which tells everyone you can't afford proper business cards. It doesn't cost much extra at VistaPrint to get the word "free" taken off the back of the card. Do it. And, if you're printing your own business cards make sure the card stock is heavyweight card stock. There's also nothing that says cheap like flimsy card stock.

2. Keep it Simple

Don't use too many different fonts or include too much information on the card. Be sure to include all the vital information on the card, such as name, phone number and address, and perhaps a main slogan for your business, but steer clear of listing everything under the sun your business can do. Make sure it's clear by quickly glancing at the card what your company's main focus is.

3. Use a Font Large Enough to Read

Use fonts that are large enough for people of all ages to read. If you're 28 and can read it just fine, let someone who's over 40 read it. If they have difficulty reading the type, make it larger. You don't want to lose any business due to a card that someone has to use reading glasses to read.

4. Use a Larger Font for the Most Important Information

If the desired action is for them to give you a call, highlight the phone number with a larger font. If it's the address, highlight the address. Don't make them have to hunt for the most important information on the card.

5. Include your Website Address and E-mail Address

If you don't have a website address, it's time to get one. People now are used to checking businesses out on the internet. A five-page website won't cost much, but can be the difference between gaining a new client or not.

6. Never Use Cards with Outdated Information

Have you ever received a business card with a phone number crossed out in black marker with another phone number written in ink next to it? All that says is "I'm too cheap to buy new cards." And that implies a business that isn't getting much business.

7. When handing your business card to someone, make sure there's an offer on the back of the card, and hand the card to the person with the backside up so the person will see your offer. This can be 10% off your services, a free consultation, or whatever offer you think is appropriate. Give someone a reason to call you.

Business cards can be one of the most important marketing tools you have. Give it the attention it deserves and you may be richly rewarded.

Online paid surveys are nothing new but most people have no inklings of what they are. A little of history here...Market research companies have been paying consumers to be survey takers or panelists for years now. For a fee, a consumer would participate in a paper or face-to-face survey or focus group discussion. In the last decade, with the prominence of internet, this process of data collection was also taken online and made more efficient. But the problem is that since you cannot see the online survey company physically, how do you know if it is legitimate? This difficulty is compounded with the emergence of so many websites offering online paid surveys.

First, there are Tier Two middlemen offering online paid surveys. The term Tier Two means that they are contracted by the survey companies to conduct the surveys. Obviously, this also means the payout for surveys get diluted. Even among these websites, some are misleading honest opportunity seekers how easy it is to make money from participating in free internet paid surveys in their pajamas. The third kind, which is the worst of the lot, would simply ask you for a membership fee and then disappear into thin air after a while, leaving you dry and cleaned out.

The truth is there really are legitimate websites that pay decent fees for completing their online paid surveys. For a simple 5 - 10 minute survey, it is realistic to expect a payment of $5 onwards. Focus groups pay more naturally and bigger companies are willing to offer up to $150. Another fact is that you cannot become rich, and drive sports cars and convertibles, or live in a nice bungalow with a nice swimming pool by doing free internet paid surveys. But to make an extra couple of hundreds to a few thousands is achievable depending on a few factors – the time you put into it and the number of online paid surveys companies you are registered with. Also, earning in your pajamas can happen and is not a bluff.

There are plenty of sites that are willing to sign you up as their registered survey takers or panelists. However, the trouble is you have to really spend hours to days of time to research into these online paid surveys companies. Like what we have seen, some are pure scam sites. If you are new to it, this part of research can be daunting and many times, disappointing and time wasting. But again, this approach is free.

Alternatively, you can always get hold of ready lists or directories from survey sites that sell them. These survey sites are not the market research companies that offer online paid surveys. They essentially scour the internet, attend business discussions, and interview the online survey companies and the survey takers to dig out the best among the lot. So for a fee of less than $40 – 50, you can get started with survey taking and earning some money in no time.

Read about the survey sites that hold the list of companies that offer the highest paying online paid surveys at my blog. This article may be freely reprinted or distributed in its entirety in any ezine, newsletter, blog or website. The author's name, bio and website links must remain intact and be included with every reproduction.

So...

How do you market to those potential clients that inquire about your services or products?

Is it the typical way?...

1) Receive inquiry for more information or freebie giveaway.

2) Send freebie giveaway or information.

3) Make a follow up call to try and sell your main product or service.

4) Put this inquiry into the "I'll get to it later" pile that you never get to again.

Does your marketing process seem similar to this? Maybe with only slight differences?

Your losing business left and right. And if your excuse is "I can't afford to do it the right way"...

Then the money will run out and you will be out of business, period.

If you actually will see marketing as an investment with a return on that investment after being properly tested...then read on.

In today's business climate, you need "front of mind awareness" to remain competitive. In other words, you have to be the first person or business that a client thinks about when they finally reach the decision to purchase your product or service.

When your marketing process is at an advanced level, you will be the only person on that client's mind when they reach a decision.

So let's take this one step at a time and at least be the first person on the mind...shall we?

Here is the way the process could work for less than $2.00 per client after the initial inquiry:

1) Receive inquiry for more information or freebie giveaway.

2) Send information or giveaway to potential client.

3) Follow up with a phone call to ensure they received the information or giveaway. Perhaps this could lead to a sale. But for those that don't sell...

4) Send letter number 1 asking for their business. In letter number one, offer a compelling bonus or reason for acting on the first letter. For those that don't sell...

5) Send letter number 2 asking for their business about a week from the first letter being received. In letter number two, offer a compelling bonus or reason for acting on this letter. For those that don't sell...

6) Send letter number 3 asking for their business about two weeks from the second letter being received. In letter number three, offer a compelling bonus or reason for acting on this letter. For those that don't sell...

7) Send letter number 4 asking for their business about two weeks from the third letter being received. In letter number four, offer a compelling bonus or reason for acting on this letter. For those that don't sell...

8) Send letter number 5 asking for their business about a week after the fourth is delivered. In letter number five, offer a compelling bonus or reason for acting on the final letter. Use a big close to this letter...with all the benefits and such of the product or service clearly stated and why they need to act now.

9) One final phone call for one last effort with this product or service to offer.

For those that don't sell...don't throw them away. Big mistake. Do you have an alternative, or lesser priced product to sell? Now is the time. But perhaps allow 30 - 60 days and start a mini marketing process for that list.

This is a general, simple, and low-cost process for re - marketing to your inquiries. It takes 5 - 7 contacts before the typical client will consider your offer. Five letters cost about $2.00 to mail, and I guess if you factor in an envelope and the paper, your at $2.25 per inquiry plus phone time. You cannot get much better than that.

Keep the envelope very simple, trying to avoid the "commercial mail" look. The letter is simple, at least use "Dear Friend" as a greeting...but personalizing the letter is even better and will increase response.

The first few sentences of the letter are all you have to capture the attention of your reader. Once they start reading your letter though...you will need to keep "feeding" compelling reasons to continue reading it.

Then, ask for the order with a focused call to action. The more focused and simple you make it for someone to order, the higher your response rate will be.

But you must mail a minimum of 4 letters to make this work for you. Obviously, there are other variables involved...but just using the multiple contact method alone will increase sales.

There is more to making a purchase than just making the purchase itself. All consumers go through several decision steps when making any kind of purchase, whether large or small. This chart outlines the state of mind of the consumer from unawareness of the offering all the way down to when consumers become strong advocates for the offering (word of mouth). It also shows how marketing and advertising can significantly influence the decision making process, and what media are appropriate for each stage. UNK/UNKs: Awareness advertising to those "Unkown/Unknowns who do not yet know they have a need.

Need Awareness: Awareness/case making advertising to place advertiser "top of mind", mind share building.

Need Assessment: Benefits oriented advertising to shift need solution toward advertisers offering

Data Collection: Benefits oriented, educational advertising, informational and comparison print collateral such as brochures, fliers, direct mail.

Data Evaluation: Information and comparison print brochures, spec sheets, fliers direct mail.

Decision to Purchase: Sales or price point oriented advertising, direct mail, point-of-purchase, incentive materials and ads.

Actual Purchase: Point of sale materials, posters, Add-on offers, up selling incentives help here.

Buyers Remorse: Awareness advertising again, customer service, follow up, direct mail

Tryers: Direct Mail, awareness advertising, "word of mouth". Educational supportive ads that remind value proposition.

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@ Copyright 2007. Tim Kenney Marketing, www.tkm2.com

Whether you've just published a book or have a book that isn't selling, now is the time to start marketing the easy way today! It's one thing to write a book, but an entirely different thing to write one that's saleable, viable, and marketable. Ensuring the success of any book is something even the biggest publishers have never been able to guarantee, but with a good book, a little or a lot of money, and just plain hard work the odds are in your favor; many have done it.

Using press releases for marketing or promoting your book or book's website has become increasingly popular as publishers discover the powerful benefits of using press releases. Invest in press release submitting software and set aside time every week to send out a press release online to the press directories. Mail a press release to all the trade journals in your field over and over again; you can use the same release.

Learning to write and use powerful optimized press releases can often drive tons of traffic to your website while providing multiple back links that can lead to increased page rank and numerous top ten search engine rankings for your targeted keywords. When picked up by wire services, a press release can easily end up generating hundreds of mentions for your book. Send out at least 10 press releases to the print and broadcast media in your area every month.

Send out the same press release to the editor of your local daily newspaper every week until you are called for an interview or are written up. Press releases can easily generate thousands of dollars in sales when picked up by national trade or print media.

Why not give away a copy of your book in a local raffle to get more book recognition? Make sure your sales letter or flier is first class; this is your formal presentation of your title to the prospective buyer. If your book fits a specialty market, find a store that fits the genre and offer to leave books on consignment; many publishers have sold thousands of books this way.

Build a web site that provides another avenue for ordering, a virtual online press kit and link exchanges with sites that relate to your topic. Every day it's important to focus on a variety of marketing approaches. Get as many testimonials about your book, as possible, from experts in the field relating to your title, not customers; use on your fliers and back of books.

Offer to trade writing a monthly column in a trade publication in your books' genre, in trade for display ads on the same page. Find a non-exclusive distributor with a good reputation to carry your book for the book store trade, as well as for other retailers. Arrange to give a simple talk at local, regional and national events that relate to your book topic; bring books along and have an associate sell them at the back of the room.

If your book solves a problem, focus on it in your marketing. Remember to make sure your book is listed in Books-in-Print; don't assume it's already listed. When you get a nice write-up or feature about you and/or your book, have it laminated and set it up on an easel at trade shows.

Your sales letter or flier should include an eye-grabbing headline, the benefits to the buyer, the book features, book sales information and testimonials. Be your own publicist and send a press release along with a review copy of your book to publications in your book's genre and to book review magazines.

It's important to publish a website that focuses on your title; you'll be able to refer editors and customers and all interested parties to your book information with the click of a mouse. Make sure to promote and market your book each and every day, both online and offline.

With well chosen book marketing and book promotion, online and offline, you'll reap the profits you deserve for your efforts by way of the Internet and in your mailbox. Don't delay another day if you've fallen by the wayside; make sure to focus on promoting, selling and marketing your book each and every day. I hope this article has provided you with some easy, helpful tips to accelerate your book marketing and book promotion efforts.

If there's one thing we all have in common, it's that we have to wear clothes every day! Logo apparel is a promotional product that uses this universal need to your advantage. People have to get dressed, so why not encourage them to sport your logo in the process?

When you think of logo apparel, the first thing that probably comes to mind is giving away free t-shirts at trade shows and marketing events. There's no doubt that this is a successful approach. But there are countless other ways to use logo apparel, some you may never have thought of.

Clothing comes in all shapes and sizes, so you're limited only by your imagination. Let's take a look at some unique ways to use logo apparel to promote your company.

Casual Friday

For several years now, "Casual Fridays" have been a popular morale-boosting technique in the workplace. Why not also use Casual Friday as an opportunity to reinforce teamwork and corporate identity with logo apparel? Casual Friday is an ideal time to ask employees to wear promotional logo apparel.

Pairing a logo shirt with a pair of jeans is a win-win situation. Your employees are comfortable and relaxed, and you're utilizing an opportunity to create a feeling of "togetherness" amongst your staff.

Vendors and distributors

When you're ordering and passing out logo apparel, don't forget about vendors and distributors. After all, they're part of the company team, too! The great thing about having vendors and distributors wear your logo is that they come in contact with a variety of companies every day. One of their customers is bound to ask about your company when they see the logo on a shirt or ball cap.

Outdoor events

For outdoor marketing events, promotional ball caps will be a real winner-especially on a hot day! They offer a bit of shade and protect the skin from getting a sunburn. Unlike many other types of promotional products, a ball cap is something the attendees can use that instant. Plus, they'll take them home and wear them again in the future.

The Price Buster 5 Panel Cap is a good choice because it's priced right for buying in bulk. In fact, it's a "buy one, get on free" bargain. It comes in seven colors, and your company logo is screened on the front.

Dressy occasions

As always, you want to have an upscale option for special occasions or particularly valued customers. T-shirts are fun, and polo-style shirts are stylish and right for that business casual look. For dressier occasions, however, a collared, button down shirt is in order.

A great option is the Cotton Twill Button-Down Shirt. It comes in both long and short-sleeve options, so you can select the style that's right for the season. You can even choose a color to appeal to the younger crowd, like khaki or orange.

Button-down shirts are promotional logo apparel that seems anything but promotional. That is, you still get your company name and logo seen, but your customers and employees will appreciate getting a shirt they can incorporate into their everyday wardrobe.

Another benefit to you as that shirt will be worn in professional settings. The upshot? Big-time clients will see you as company that knows how to get serious about business and always puts the best foot forward.

Trade shows represent an outlet to reach current and potential clients in a direct and active way. The targets come to the show with an active interest in finding both you and your competitors. They come to you to find the best quality products and services. But sometimes they just come to browse the stocks. In either case, history along with general studies have shown that including a promotional product at your trade show booth increases your overall success and ROI. Because, let's face it, when it come to brochures versus logoed goodies, the goodies win the praise and even better, the attention and retention of the target audience.

According to a 2003 Georgia Southern University survey, more than 70 percent of trade show attendees who received a promotional product remember the name of the company that gave them the product. And more than 76 percent of those participants showed a favorable attitude to the company branded to the promotional product. These findings prove that promotional products at trade shows results in greater awareness and a positive perception of the company as a whole. This can generate a more loyal and happy client base as well as new business potential.

Get ahead of your competition by starting your trade show branding with promotional products early. Georgia Southern University conducted another study in 2004 which observed the effects of promotional products as invites to a trade show. The study included all pre-registered trade show participants and gathered attitudes and behaviors. The attendees, divided into three different groups, all received separate invites to the upcoming show. A third of the participants received a post card from a company at the trade show. The second group received a postcard along with a branded magnet of the company. The last group received a postcard with a coupon to redeem a free T-shirt from the company if they visited its exhibit at the show. The study found that 78 percent more attendees responded to the T-shirt offer, while 57 percent more people responded to the magnet more than the postcard alone.

This study shows that getting a head start on trade show branding can ultimately increase traffic and participation at your exhibit, but even more so when you add a promotional product to the invite. This way the target has you in mind before they head to the show and, in turn, make your booth a priority.

Although promotional products generate such a high response and success rate, you need to take into consideration which product to use. Sometimes the typical key chains and pens have little to no effect on the target. Like any other part of a marketing campaign, the product must coincide with the wants and needs of the target audience at the trade show. It must be a product that stands out and makes the clients want to have it and keep it around. Because, in essence, by having and keeping your promotional product, the client chooses to keep you and have you around. For example, instead of using the company stress ball as a premium at a trade show, design a tumbler cup series customized to the specific trade show and your specific booth. This keeps the client excited about not only your premium but you as well. It's also a practical product that tends to get heavy use by more than just the intended target.

By adding a simple, branded gadget to the booth and trade show invite, people tend to return more frequently and also take the company home with them. This generates more word-of-mouth advertising and exposure. It also, as the studies show, creates an overall positive perception of the company and higher interest involvement. So the next time your company plans to attend a trade show, make sure promotional products not only complement your booth, but also appear in the hands of your target before the trade show even starts.