Business Marketing Plans for Growth
Just got done with a marketing plan consulting session with a new client, who is starting up a new business. This guy is one of the thousands of contractors that found himself without work during the recession. Nothing unusual about that. But like a lot of entrepreneurs, he’s not giving up! I think that’s one of things that make American strong, we don’t give up when we are down. We just brush ourselves off and look for the next thing.
But he’s doing a few things different this time around. This time around he has a marketing plan that will help him become successful. By the way not just a one year short term plan, but a long range 7 to 10 year plan. He is planning to be in business for the long haul. Smart man, even smarter because he’s already hired someone to help him out and he’s seeking advice from someone who has studied and put in place successful marketing plans now for over 14 years, I know a little bit about marketing.
Let’s take a look at how he has designed his marketing plan.
1. Know who is the target market. Yep he knows their age, home value, and where they live.
2. Use direct mail (in this case postcards) and on-line marketing tools like Facebook and a website presence. I use both direct mail and on-line marketing. Why? Because as far as I know my direct mail does not get caught in a spam filter. Right now for as long as I want to pay the postage I can get a piece of direct mail through to a potential customer. Email is often undelivered. Mail is still my number one lead generator tool. So don’t abandoned direct mail.
3. Do the math. He knows if he has one person call and buy off the postcard he has a positive ROI (return on investment) from his marketing program. He will have paid for the mailing, printing, and the cost of the contract worker to manage his lists to get his message out. One sale! Not bad.
4. Build future work from his existing customer base. The product he is selling needs to be maintained. Five to seven years after the sale he can send them a postcard or even an email and remind the customer that he will do the maintenance necessary, all they need to do is set up an appointment. Sweet do the math on this one folks, say he sells one a month so 12 jobs a year. Over five years that’s 60 jobs. Now you are going to go back to them for the maintenance plus still sell another 12 new jobs. You can see how the business will grow!
I’ve seen countless new business owners fall into the trap…if I build it they will come mentality! Folks it does not work. Even more so right now because of the ease of buying online. I can not even count the number of business that have gone out of business as their market share eroded to on-line stores. Including my own, insurance! If you want to stay in business or start a new business I strongly believe that you better sit down and get a marketing plan in place before you even open your door. Because Scott took the time to plan out a marketing strategy I believe he’ll be successful for the long run.
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