marketing savant ebook (30 ideas in 30 days

8/6/2019 Marketing Savant eBook (30 Ideas in 30 Days.

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30 Ideasin30 Days

Celebrating Entrepreneurs Do It Yourself Marketing Mon

Even in struggling economic t imes, sm

businessesentrepreneurial spir i tcontinues

be a driving force in the American econom

By Dana VanDen HeuvThe MarketingSavant Grou

www.marketingsavant.co

www.diymarketingmonth.c


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Lets make something clear at the beginning. Not every idea in here is meant to work in every business. Ive pulledtogether some o the best ideas that have universal appeal, but not everything will work or you. Please use whatyou can and discard the rest.

This e-book is simply a catalyst or your marketing endeavors and business growth. The ideas herein are meant tobe internalized and adapted to your own needs, your own business, your own market conditions and mixed in withyour own brand o creativity and innovation. Anything less just wouldnt t your entrepreneurial spirit! I hope that

the ideas here, and the ideas and action summaries delivered each day in the Entrepreneurs Do It Yoursel Marketing Month e-course bring you success in your marketing endeavors now and or many months to come.

The key to making marketing work or you, whether its an idea you read in this book, come up with on your own or

pick up rom another resource is to maintain ocus and consistency. Dont go overboard and dilute your eorts bytrying all o these ideas at once. It wont work, your eorts will be too diluted and it will be nearly impossible to trackwhat worked and what didnt. Ultimately, youll be disappointed in marketing and never reach the ull potential thaa well planned marketing eort can yield or you.

Marketing is a daily thing. I youre not doing a ew things every day to market your business, youre alling behindMarketing can be as simple as making some networking phone calls or connecting with a past customer or sending

out your email newsletter or the month. In this e-book, I share some o the tools that I use to keep on top o marketing my own business and also some tools that my clients have used with success in their businesses. Take whatworks or you and leave the rest.

Jay Conrad Levinson, the creator o the popular Guerilla Marketing book series, once wrote:

One good marketing idea is a precious commodity. One good marketing idea that you can implement all by yoursel is equally desirous.

Thats what this short e-book is all about, a ew good marketing ideas that you can implement all by yoursel.

Do-it-yoursel marketing doesnt mean that you have to do everything by yoursel! This e-book and the e-course

you signed up or are here to help. Just like how The Home Depot tells its customers that they can do it and theHome Depot can help them. You can do your own marketing and you can do it with a little help rom your riendsin marketing.

What can you do in 30 days? What you can do is you put your energy into marketing each and every day or thenext 30 days during Entrepreneurs Do It Yoursel Marketing Month? Think about it. I you put even 20 minutes intomarketing your business each day, where will you be at the end o the month? At the end o the year? Go ahead

were here to help!

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www.diymarketingmonth.com

www.marketingsavant.com

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M P M M ...................................................................... 1

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A A .....................................................................................4

J 1: What Business Are You Really In?

J 2: Build Trust

J 3: Relentless Focus

J 4: Run Your Numbers

J 5: Calendar It

J : Departmentalize Your CommunicationsJ 7: Ask Them What They Want

J 8: Become a Platorm

J 9: New Markets Out o Thin Air

J 1: Go Green

J 11: Create a Customer Transition Squad

J 12: Pop-Up Retail

J 13: Create a Marketing Co-operative

J 14: Write Something Today Anything!J 15: Embrace Your Opposite

J 1: Focus on your Stars

J 17: Volunteer to Be An Expert

J 18:Turn Your Customers Into Exper

J 19: Get Educated

J 2: Form a Mastermind Group

J 21: Start a CauseJ 22: Make Them Famous

J 23: Develop Your own Nurture List

J 24: Change Your Hours

J 25: Twoer on Yellow Page Cutouts

J 2: Sign up or HARO

J 27: Radio Free [Your Business]

J 28: Put on a Webinar

J 29: Oer the Free TrialJ 3: Ask Two, Tell Two


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Ive seen too many companies and marketing eorts ail completely because o a ew simple reasons:

1. The organization had no plan or marketing. This means that they had no expectations, no action itemand no concept o how theyd know i they succeeded or ailed.

2. They had no ocus and their marketing consisted o pure tactics and no strategy. As the Sun Tzu quot

above tells us, tactics without a strategy is simply the noise we hear on the road to deeat.

3. Finally, they had no idea what they were doing in the rst place. They really thought the do-it-yourselmeant do it all by yoursel. It does not and thats another sure route to deeat.

What ollows are a ew quick bits that will help you out in putting together a simple marketing strategy. For somorganizations, this is a multi-week activity. For you, lets make this a hal-hour to one-hour activity. Really. You caput together a quick marketing strategy in an hour.

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.-- Sun Tz

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M SFirst, lets not conuse a strategy with a plan. In the case o a marketing strategy, what were really doing is askinga series o questions to get at the right answers that will help keep your marketing ship upright as you sail through

the various elements that comprise your marketing plan. Youll nd a ew orms to help you through the marketingplan next, but or now, lets talk strategy!

A simple, one or two page marketing strategy can, in most cases, be a viable alternative to an all-out marketing

strategy document while still helping your sort out the important marketing strategy details. The ollowing samplecovers the undamentals o marketing strategy that every entrepreneur needs to address beore moving onto theplanning and tactics stage. Use the ollowing guide to help you complete your one-hour marketing strategy:

Organizational and Marketing Goals - This is a two step process. You need to list some o the goals that youhave as a company, in terms o growth, protability, people and the like and then list your goals or your

marketing eorts. What do you youre your marketing eorts to accomplish? Make your goals specic andmeasureable.

Market Research Who else is out there, what do they do, what are customers looking or, whats the lay o

the land in your industry and other such questions need to be asked to ully understand the market space

that youre in or are about to join.

Target Market Who are your target markets? I recommend breaking them out into Core, Secondary andOpportunity markets. Write out what you know about your target market or your company, includingany important demographics.


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Industry Trends Whats going on in your industry? What did your market research tell you? Are thereany industry trends that would aect your marketing strategy (such as major growth, customer sentimentshits, regulation or other outside actors)?

Top 3-5 Competitors - Who are the top competitors that you need to position yoursel against? Be as real-istic as possible. Whos directly competing against you in your industry? You may also list status quo as a

competitor i youre entering a very new market space.

Dierentiation What makes you unique? How are you dierent rom the competitors you just men-tioned? Whats your unique selling/value proposition?

Your Strengths - What are your particular strengths which might help you position yoursel against yourcompetitors?

Your Weaknesses - What are your weaknesses, or potential barriers to positioning yoursel against yourcompetitors? (Everyone has them.) For example, are you new to the industry? Do you have a smaller prod-

uct line? etc.

Marketing Budget What are you willing to commit nancially to marketing? Include your marketingbudget amount or an entire year so you know what you have to work with when planning out your marketing tactics later in this workbook.

Marketing Mix Lets discuss your marketing mix, also known as the 4 Ps o Marketing.o Product (or service) - Simply mention what your product / service is. What is it that youre market

ing? A tool? A proessional service? Inormation?

o Price - How will the pricing model o your products/services actor into your marketing? Will yousell with a low price on a value principle? A high price to target a luxury market?

o Place(ment) (also known to as distribution) - Placement means where you will physically or gu-ratively place your products or services, to make them visible to your target market. Will yousell through special in-store displays, websites, catalogs, direct, or through multi-tier distributionchannels?

o Promotion Well get into promotional tactics throughout this e-book, but think about a generaoverview o how you intend to promote your products or services. How will you build your brand?

Marketing Tactics The rest o this e-book is concerned with marketing tactics. Ater the marketing strat-egy workbooks section, there is ample room to gure out your tactical marketing plan on a per-monthbasis. This is where youll determine where your chosen marketing tactics should t into your yearly plan

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The process o segmentation is distinct rom targeting (choosing which segments to address) and posi-tioning (designing an appropriate marketing mix or each segment). The overall intent is to identiy groupso similar customers and potential customers; to prioritize the groups to address; to understand their be-havior; and to respond with appropriate marketing strategies that satisy the dierent preerences o eachchosen segment. Revenues are thus improved.

Improved segmentation can lead to signicantly improved marketing eectiveness. Distinct segmentscan have dierent industry structures and thus have higher or lower attractiveness (Porter). With the rightsegmentation, the right lists can be purchased, advertising results can be improved and customer satisac-tion can be increased.

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M A GDaily, Weekly, Monthly, Quarterly, Yearly

D W M Q Y

P S

Tactics Yearly:

Tactics Quarterly:

Tactics Monthly:

Tactics Semimonthly (2x/Month):

Tactics Weekly:

Tactics Daily:

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Keeping a consistent and constant marketing presence is always a challenge or a startup with multiplepriorities, all o them valid and equally pressing. It is or this reason that in addition to the calendared components, we run the marketing plan in 60 day segments or cycles. Each 60 segment is designed to buildon the previous with the orced check in at the end o 60 days to ensure that were succeeding and taking

time to regroup as necessary.

60-Day Cycle Regroup:Did we meet our goals? What worked? Why? How eective was it? What do we need to change? Whats ondeck or the next 60 days?

January actical Plan and asks

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April actical Plan and asks

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May actical Plan and asks

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June actical Plan and asks

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July actical Plan and asks

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August actical Plan and asks

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September actical Plan and asks

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October actical Plan and asks

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June 1What Business Are You Really In?At some point in its lietime, every single company is in growth mode and can aord to continue chargingonward and upward with little concern or denitions and details. However, at some point, every company

and every industry is orced to dene and redene itsel. In case ater case, industries have allen underthe shadow o mismanagement where all thats emphasized is selling, selling and more selling ... and notmarketing. This is a mistake because selling ocuses on the needs o the seller, whereas marketing concentrates on the needs o the buyer.

Ask yoursel this simple question: What business is my company really in?

Almost everyone in the company -- and worse, your whole industry -- will dene things way too narrowly

According to the classic marketing tome, Marketing Myopia, industries such as the railroads dened theibusiness too narrowly and missed a ew generations worth o opportunity because o it. In more recent

years, companies like Wang Laboratories dened their business as building word processing sotware. Ithey had the oresight, as Microsot did, to redene themselves as being in the oce productivity busi-ness, perhaps some o us might actually remember them outside o the context o a what not to do casestudy! IBM had the oresight to pull out o a potentially disastrous nosedive in the PC business when theydened it only as a gateway or entry point to their mainrame business. I dont know about you, but or

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the sake o writing this book right now, on an IBM (now Lenovo) ThinkPad no less, Im glad that IBM got ahandle on dening the business that theyre in. I cant say that Id appreciate toting a mainrame around.

Action Summary:

Beore you get too much urther, sit down, close the door and grab a pad o paper or re up a new docu-ment in Word on your PC or your Mac and really think about what business youre in. Then, take that ex-panded denition and overlay that on your customer and prospect base. How else can you serve them iyou better dene the business that youre in? What else could you do or them? What should you NOT door them? (hint: the not do part is usually the least protable part o your business anyway!)

June 2Build TrustRecessions are a time o mistrust across the entire economy.

Banks no longer trust other banks balance sheets, freezing interbank loans.

Investors distrust most nancial asset classes outside of US short-term treasury notes, driving

those rates down toward zero. US voters dont trust their government to handle a bailout competently, openly and fairly.

Financial asset managers dont trust risk models neither do investors.

The investing public doesnt trust accounting rms to identify shareholder risk (even though its

arguably not their job).

Financial asset ratings agencies trustworthiness has been gravely wounded.

We no longer believe lenders wont lend to un-creditworthy consumersbecause they did.

Trust is simply one partys condence that the other party wont exploit vulnerabilities.Consumers that operate rom a position o ear and distrust are bad or any organization. You need to un-derstand the key actors that drive trust in relationships and then evaluate every customer touch point toensure you are instilling trust in your business with every public interaction.

Action Summary:

Take a good, hard look at your messaging and customer touch points (including your rontline employ-ees). Are they exuding trust or allowing ear, uncertainty and doubt to rule the conversation? Consider thetrust actors mentioned above and align your communication with those principles.

Source: http://mashable.com/2009/02/20/josh-reese-album-promotion/ http://www.who.int/immunization_nancing/options/en/briecase_pricingtiers.pd

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June 3Relentless FocusFocus is a discipline that many individuals and businesses struggle to maintain. Between the emerging

opportunities, daily res to douse, persistent issues and humans just being human, its harder than everto stay on track. When you add in the compounding pressures o a challenging economy, we tend to loseocus chasing ater potential revenue opportunities.

Thats not the case or Publix, the employee-owned grocery store chain, which opened 79 new stores in2008 and acquired another 49 rom Albertsons. By comparison, Kroger opened 60 stores, Whole Foodsopened 20 and SuperValue added 14.

Publix attributes that success to a single actor: customer service. Even though its short-term prots aredown, Publix is staying at ull stang levels and lowering prices in hopes o keeping its existing custom-

ers happy and attracting new ones.

The approach is nothing new. The retailers ounder, George Jenkins, built Publix on a simple philosophy ocustomer service and, wouldnt you know it, the same relentless ocus is helping the company throughthe current tough market.

That philosophy means that Publix president Todd Jones jumps in and starts bagging to keep checkout

lanes moving (his rst job at Publix actually was as a bagger). It means that the deli is staed by eight to10 people, not two (like most supermarkets). It means theres usually a Publix employee handy to helpshoppers nd stu. The Publix denition o customer service also extends to include its prices, which it haslowered by 20 percent on staple items even as its own costs have increased. Publix plans to open anothe

30 stores this year, and its sales per square oot ($548) is second only to Whole Foods ($820).

Action Summary:

Focus, ocus, ocus! Scan your operations and decide on one thing to apply relentless ocus to during chal-

lenging times. Carry through with that ocus as we head into an upswing youll leap-rog your competitors

June 4

Run Your NumbersFeelings lie. Numbers dont. In both good and challenging times, your numbers are the only thing that o-ers true perspective. Feeling busy? Check your numbers. Feeling slow? Check your numbers.

Responsible and successul marketers run by the numbers. I your banker, or someone else with a vestedinterest in your success, called today and asked or the current stats or your business or division, would


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your numbers be top o mind or you to rattle o immediately, or would they be something that youd

have to look into?

According to Sue Hirst, director o CAD Partners, a management accounting rm, there are seven keynumbers that most business should keep top o mind.

The seven key numbers to drive prot are1. Revenue Growth2. Price Change3. COGS (Cost o Goods Sold)

4. Operating Expenses5. Days Receivable6. Days Payable7. Days Inventory/Work in Progress

Granted, there are other metrics or each business. You should know, manage and market to the numberson a daily basis.

Action Summary:

Get a rm grip on your top ve to 10 key metrics and devise a plan o attack to improve those needingimprovement and leverage those that are above your target.

June 5Calendar ItCreating and using a marketing calendar will systemize and increase the prots o virtually any businessEconomic downturns tend to move us away rom our intended strategy and toward a path o simply ght-ing the daily res o cash fow. A simple calendar o activities, revised monthly, will help keep you on trackand keep your business in ront o customers.

As P.T. Barnum reportedly said, Without promotion something terrible happens: Nothing. Since market-ing is one o the most critical components o business success, a marketing calendar helps ensure thattime is regularly set aside or it.

The marketing calendar process doesnt have to be elaborate, but it does need to be consistent. In act,its the consistency o applying thought, eort and energy to your marketing is where the real magic hap-

pens; the calendar is just a tool to keep you between the lines. The process o marketing does not have tobe expensive, but it helps to budget each month so you know where your dollars are going. According to

a recent article in BusinessWeek regarding marketing spend, the percentage that each business spendswill vary signicantly:

The retail industry provides some good examples. While Wal-Mart (WMT) might spend a meager 0.4% o


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sales on advertising, the sheer size o the company turns that tiny percentage into a signicant budget.

Wal-Marts nominally higher-margin competitor, Target (TGT), spends closer to 2% o its sales on advertis-ing, while Best Buy (BBY), as a specialty retailer, spends upwards o 3%. Finally, more upscale stores likeMacys typically spend on the order o 5%.

The same kind o ratios can be seen in the car industry (automakers generally spend 2.5% to 3.5% o rev-enue on marketing), liquor (5.5% to 7.5%), packaged goods (4% to 10%), and every other industry.

Lets say youve committed to spending 5% o gross sales on marketing, and that your business just pulled

down $310,000 last year. Youd be spending roughly $1300 per month in marketing. A simple calendar oa month, with your budget, might look like:

Month 1Online ads: $250Reerral incentives: $150Week 1: Business appreciation git: $150

Week 2: Press release on charity work: $150 (to write release)Week 3: Postcard to prospects: $500

Week 4: Email newsletter: $100

Action Summary:

There are a number o simple marketing calendar templates out there, including one in our DIY Marketinge-book at www.diymarketingmonth.com, but you can create your own in a spreadsheet by putting themonths o the year along the top and the tactics youll use along the side and simply plotting out whattools youll use when.

June 6Departmentalize Your CommunicationsFor organizations that have more than one department - such as a camera store, automotive dealership,computer dealer, forist or any other number o businesses - there are myriad opportunities to decentralize your marketing to meet the needs o customers who do business with each o your discreet divisionsWhen organizations are looking or revenue in every corner and under every stone, it oten makes senseto review the unique client stakeholders that each department serves and determine what revenue op-portunities exist.

In the automotive industry, there is a company called @utorevenue that works with service departments

to engage their customers who have missed service appointments, have upcoming scheduled mainte-nance, and ollow up with customers who had previously declined services.

Dealer service departments oten discover additional needs when a customer brings his vehicle in or


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routine maintenance or repair, said John M. Miller, @utoRevenue Founder and General Manager. Yet,many customers opt not to have those services perormed at that time because o time constraints ornancial reasons. In law, time constraints are placed on certain actions and lings in the interest o speedy

justice, and additionally to prevent the evasion o the ends o justice by waiting until a matter is moot.

@utoRevenues Declined Service Reminders are automatically sent rom the dealership 45 days ater the

service visit when the customer declined service. The emails are personalized using inormation recordedin a dealers management system to generate the declined service reminders.

Action Summary:Take a good look into each o your departments. Are they maximizing their marketing potential? Whatdepartment-specic initiatives could you put in place to drive revenue rom each area?

June 7Ask Them What They WantDo you have a receptionist or assistant who answers your companys phone? Perhaps you could give youreceptionist a break and orward the phone calls to your management team so they can really ask cus-tomers what theyre looking or, what they think about your business and get some ear time in with thelieblood o your business.

At the online speaker reseller, Orb Audio, they dont have a receptionist or someone to answer the phoneThe company executives share the duty and take turns answering the phones. That way, theyre alwaysspeaking with customers during the week and theyre never out o touch with what the market wants o

where they should be ocusing their eorts.

Action Summary:

It makes sense to tune into what your customers want on a daily basis. In act, there are several ways inwhich you can do this without putting your executives in the operators seat. You could 1) create a run-ning survey and incent your customers to ll it out, or 2) create a customer advisory board and get theirperspective, or 3) just drop your customers a quick email to ask, What else can we do or you?

June 8Become a Platorm

Think o the dierent platorms you use. Youre a Windows or Mac user; you have a Blackberry, iPhoneor Treo; or you might have a video game console like an Xbox 360 or Wii. All o these things are what wecommonly consider as platorms or technology. However, the best platorms oten extend beyond theioriginal designation and have value in other areas o lie.


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One example is the Xbox 360. It is the only game system that lets you instantly watch movies and TV epi-sodes streamed rom Netfix, the mail-order movie rental service. In doing so, Microsot has establishedXbox as a device not only or games, but or the entire home entertainment experience.

Far rom the world o electronics, local businesses can become platorms in their community. Wayne Bre

itbarth, president o Pewaukee, WI-based M&M Oce Interiors, gives classes to business people on howto use the Website LinkedIn. Breitbarths ree classes are designed to explain online social networking topeople who are not rom the Facebook generation.

Breitbarth and M&M Oce Interiors have become a platorm or adult learning and networking on thingsthat will make them more productive in their proessional lives. M&M Oce Interiors gains (just as Micro-sot gains) not by owning one small segment o a target market, but by leveraging their position to pro-

vide extended benets to their customers. This increases loyalty, awareness and purchase rates.

Action Summary:

What can you do to become a platorm? What extended benets can you oer based on your position,

location, passion or community need?

June 9New Markets Out o Thin AirPeople are creatures o habit, and or all their creativity, most marketers are no dierent. We quickly be-come accustomed to our surrounding schedules, patterns and ways o thinking, and we dont give a sec

ond glance to opportunities that might be staring us right in the ace. Tough times are great times to chal-lenge assumptions and industry norms!

In 2008, Airgas Specialty Products, the countrys largest distributor o industrial, medical and specialtygases, saw an opportunity to completely reverse an industry and use that reversal to its advantage. Airgascapitalized on the phase-out o R-22, a commercial rerigerant that will soon cease production due to government regulation, to create a completely new product -- recycled R-22 and a re-engineering o how thererigeration industry sees R-22.

Airgas launched a campaign to turn R-22 into a prot center or rerigeration contractors by allowing themto sell R-22 back to Airgas to clean, recycle and resell, where contractors previously had to pay a ee to

dispose o R-22 because o its impact on the environment.

In one years time, Airgas signed up more than 250 recycling centers and increased prots in its gas recy-cling business by 15%.

Action Summary:

Take a look at your industry. Better yet, invite your customers in and brainstorm all o the things that youre


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taking or granted in your industry. Ask what might be changed, improved or what has seemed impossibleto change in the past. Pick one o the challenges and pursue it!

Source: Andy Sernovitz

June 10Go GreenWhile consumers across all sectors o the economy curtail spending in the wake o a downturn, there isstill a white-hot level o interest in all things green and eco-riendly, according to a survey o 9,000 con-

sumers published by The Boston Consulting Group. In spite o the economic downturn, people are stilvery concerned about green products. Whats more interesting is that its not just in the US. BCG discov-ered that 34% o Europeans are seeking out green products and companies, while 32% o Americans aredoing so.

What this means or marketers and business owners is that green can be gold or your business. Promotingyour green eorts is a buzz-worthy marketing angle you can use either to share your companys story onhow youre going green such as through conservation, sourcing or product development or by promot-

ing those products and services that you have that are green. However, the onus is on the marketer toprove the benets o your green positioning or green products and services. Consumers are willing to paya premium o 5% to 10% to do green business, but only i theyre convinced that they are receiving moredirect benets.

Action Summary:

According to Jacquelyn Ottman (author o Green Marketing: Opportunity or Innovation), rom an orga-nizational standpoint, environmental considerations should be integrated into all aspects o marketing rom new product development and communications and all points in between. Environmental issues

should be balanced with primary customer needs. With that, I suggest you look at your product lines andvendors to determine what products are already green and which you could make green to tap into theecological-minded customer base.

June 11Create a Customer Transition SquadIts a competitive world, and while we dont want to be too opportunistic, we shouldnt let any goodbusiness-building opportunity go to waste!

During downturns, its inevitable that a business or two in your eld, community or industry will not sur-vive. However, like the old adage goes, Your best prospects are your competitors best customers.


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When Bank o America closed several branches o Security Pacic ater they merged many years ago, FirstInterstate Bank sent out vehicles and personnel to the old locations to court the ormer Security Paciccustomers.

Recently, when seven Wisconsin and northern Illinois Tumbleweed Southwest Grill restaurants led or

bankruptcy, they let many o their ormer customers with unredeemed git cards. Shortly ater then bank-ruptcy announcement, Texas Roadhouse Restaurants spokesman Travis Doster said the Tumbleweed gitcards could be redeemed at any o his companys 10 Wisconsin locations or a ree entree ($10.99 or less)

They were also taking in any remaining Tumbleweed coupons which could be redeemed or any ree ap-petizer.

Action Summary:

Keep your ear to the ground or potential competitor closings. Better yet, build your network o peers be-ore you need it and youll know o these types o things beore anyone else does. Accept coupons, sendout sales reps and do whatever it takes to court your competitors best customers to win them over to youside.

June 12Pop-Up RetailYouve been driving by that killer space right downtown or weeks, but you know you just cant aordthe lease, or maybe you just cant t in the location. I youre serious about targeting a specic locationand shing where the sh are in your city, why not take advantage o the recent increase in retail-spaceavailability and the heighted desire o building owners to generate any revenue they can rom the vacant

spaces they own.

Why not consider opening a pop-up retail store?

In major cities all over the country, pop-up retail stores are showing up in once-vacant locations or any-where rom one month to a ew months per location. Or, in the case o Target, you can make up your ownlocation as they did with their 2002 foating store located in a docked erry on the Hudson River in Chelsea

According to Trendwatching.com, pop-up retail ts right in with the entertainment economy, the experience economy, the surprise economy, and so on. Its about surprising consumers with temporary peror-mances, which guarantees exclusivity because o the limited time span. When truly mobile -- like Vacant

the London Fashion Bus, or Oceanic -- pop-up retail also oers unparalleled opportunities or targetingand customization.

This is not a new concept. Local stores have been opening temporary kiosks in the middle o malls oyears in order to make holiday shoppers aware o their goods. Retailers typically oered a respectablesampling o their goods or sale, while encouraging shoppers to check out their primary store location


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away rom the mall.

Pop-up retail oers your business an opportunity to generate targeted trac in an area you might not oth-erwise have access to, and it opens the door or great publicity, especially i your store concept is creative

and gives you yet another way to capture names in your email or mailing database to drive new customers

to your regular store once your pop-up is long gone.

Action Summary:

Find your ideal location and contact the lease holder or building owner. Negotiate a rate thats comortable or both parties. Then, setup your store and startup the publicity machine. Make sure you have asystem in place to capture names, addresses and emails o anyone who visits your temporary, high-prolelocation so you can drive them to your regular location later.

Source: http://www.businessweek.com/smallbiz/content/eb2009/sb20090210_165498.htm?chan=smallbiz_smallbiz+index+page_small+business+sales+%

2B+marketing http://www.streetdirectory.com/travel_guide/16266/marketing/increase_your_prots_with_a_marketing_calendar.html

June 13Create a Marketing Co-operativeChances are that someone in your area or industry serves the same customers you do but doesnt com-pete with you. In act, I bet you can think o several right now. I not, think about what else your customersbuy beore or ater doing business with you.

For example, lets say you own a glass company. I a customer is purchasing new glass, it might be or anew building. There were probably contractors who went beore you to build the structure, and perhapsa company put business signage on the window you created, and nally a window washing service wilkeep things clean and in top shape ater you.

Why not co-op your talents with upstream and downstream companies that serve the same target cus-tomers? In the nancial planning world, personal nancial planners oer nancial workshops in conjunction with a local Council on Aging to help soon-to-be retirees shore up their nances or with an outplace-

ment service or to help displaced workers to keep themselves scally t while job searching. In co-opsituations, you need to illustrate that you are sincere and knowledgeable, or you will have a tough timeorming partnerships. Co-operative marketing is a great way to keep your costs down and orm a built-inproessional reerral network.

Action Summary:

Ask your customers who else theyre doing business with. Who could you partner with and what could youdo? Put on a seminar or oer a small trade show at a partner location or neutral spot like a local conven-tion center. Invite your best mutual prospects and show them whats possible! Keep the program going by

meeting regularly with your co-op partners to encourage lead & reerral exchange.


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June 14Write Something Today Anything!In this era o instant ndability and online content explosion, the written word still holds an importantplace in our hearts and minds. A good opinion piece in the local newspaper, a well-crated letter to theeditor, a useul ree report you oer to prospects or anything youve written (or that you have written o

you) goes a long way toward positioning you as a useul resource.

Countless article authors are using websites like EZineArticles.com to showcase their ideas and expertiseand gather a ollowing o potential customers and loyal readers. With the investment o just an hour ortwo a week, you can do the same.

Action Summary:

Open a new document on your computer and brainstorm a ew questions your customers typically askthat you could answer in writing. Are there trends going on your industry or community that you could

comment on? Spend the next ew minutes outlining your rst article and then look at it again tomorrowand write your drat. Commit to writing one important piece once a month and youll see your name inprint 12 times per year! How many o your peers can say that?

June 15Embrace Your OppositeAccording to acclaimed marketing author, Jay Abraham, Miles Laboratories, now part o Bayer AG, used topublish a small cookbook lled exclusively with hot and spicy recipes that they gave away or ree. Why?Miles Laboratories is the maker o Alka-Seltzer, the indigestion-relie tablets that could help alleviate any

stomach discomort that might result rom the spicy recipes in the cookbook.

When you think about that, its really a smart move. It was as i Miles Labs was saying Here are some grearecipes that you can now eat because youve got Alka-Seltzer to back you up!

Most every organization exists to solve a problem. I youre a coee shop, you could hold drive-in busi-ness 24 hours a day during college nals week or host a summer solstice event. The opposite being that

that great caeinated drinks you oer solve the problem o no sleep. Or perhaps an insurance agencycould bring in a speaker on hang gliding or mountain biking or any other sport knowing that youre ully

covered!

Action Summary:

Take a close look at your business and determine what problem you solve or people. How could you givethem another reason to use your product or service by introducing them to a problem experience that


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implores them to consider (in the case o insurance) or consume (in the case o coee) the product orservice you oer?

June 16Focus on your Stars

The best rms always ocus on their prospects and clients with the highest revenue potential. When Dani-elle Lee signed on as the new head o marketing communications at Watson Wyatt, she undertook a six-month process (though you dont have to take that much time) to dig deep into the revenue potentiao each client and each sector to determine where to apply their marketing dollars. The majority o my

marketing eorts will be [ocusing] on the stars.

Danielle and Watson Wyatt realized they needed to ocus their energy on retaining existing customers, notjust or their revenue potential but or the new business and reerral opportunities that they may bring inThey also needed to maintain contact with every prospect no matter what stage theyre at in the buyingcycle. Even the best customers typically take longer to make signicant decisions when in a downturn.

Action Summary:

Do you know who your stars are? Do you know where theyre at in the buying cycle and whats keeping

them there? In the next week, reach out and contact your stars, ask some questions and gain some understanding o what you could do to move them along in the buying cycle.

June 17Volunteer to Be An ExpertDo your local, trade and national media know that youre an expert in your eld? Well, or as long as youvebeen in business, youre certainly an expert in something by this time!

Regardless o how the economy is doing, newspapers still publish every day, magazines go to press everyweek, and news shows report on the hal-hour. Experts are required or interviews, stories, byline articlesand a host o other airtime-lling needs! What separates you rom the others in your eld already in thespotlight is usually a simple matter o reaching out and making a valuable connection with the media. Youmight initially object to seeking a celebrity status within your community or industry, but rest assured,when your customers and prospects see you on the ront page or oering thoughtul commentary on theradio or TV, theyll know who to turn to when they have a need or your services.

Al Lautenslager, author o Guerrilla Marketing in 30 Days, is one such expert. A ew years ago, Al began

volunteering himsel to local media as an expert in reviewing and commenting on Super Bowl commer-


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cials. The rst year, Al only got a couple o calls. However, in the subsequent years since, Als visibility hassoared as more media outlets called on his expertise. As o last year, Al was completely booked all dayollowing the Super Bowl simply reviewing and commenting on the commercials! What a boost or hismarketing consulting business.

Action Summary:How are you an expert? Write at least two to ve things that you could be an expert in, then alert the writers, editors and media personalities that cover your community or industry that youre available to com-

ment on issues and stories that arise in your eld o expertise. Keep an eye out or trends and news itemsthat t your area(s) o expertise and use those events to send a gentle reminder to the media noting youravailability or comment.

June 18Turn Your Customers Into ExpertsPeople love to be in the know. In act, its one o the key actors driving the acceptance o online socianetworks. Everyone wants to be in the know, and social networks are a way o doing that.

Theres another way to keep your customers in the know; turn your customers into experts. Foot Levelersa company that makes orthotics and oot stability devices or chiropractors and physical therapists, oersa magazine they publish regularly or their customers and prospects that shares tips on not only how to

better sell Foot Levelers products, but also includes a range o ideas on how to better manage your busi

ness. They also provide inspiration by sharing how some o their best customers are using their productsto generate handsome prots by selling Foot Levelers.

The olks at Foot Levelers also oer a series o ree web seminars (webinars) on how to stabilize your prac-tice and your patients. Their topics are ocused on the mechanical and sales aspects o orthotic devicesthat any chiropractor could glean a great deal o knowledge rom, regardless o whether or not they sellFoot Levelers. By ocusing on making their customers experts in orthotics and stability, Foot Levelers isputting itsel in the business o helping chiropractors be successul rather than simply being in the busi-

ness o selling orthotics. Its a dramatic shit in ocus that has put them in a leadership position in theirindustry.

Action Summary:What can you teach your customers to help them grow their businesses while simultaneously growingyour business? Look or gaps in the market, like Foot Levelers did around the subject o orthotics, to deter-mine where you can start improving your customers expertise.


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June 19Get Educated

Things slow down recently at your oce? Start scheduling some time to get involved with the ree and

low-cost educational and business building resources that are available to you.

I you do a simple Google search or marketing webinar, youll nd more than 30,000 results or dierentcompanies doing ree (or nearly ree) web seminars on a myriad o topics. I you get just one idea rom aree webinar that you can implement immediately, then youve spent your time well.

I you have a ew dollars to invest, I recommend subscribing to one o the major marketing or businessdevelopment websites. Some o the best ones Ive come across are:

MarketingSherpa - www.marketingsherpa.comMarketingPros - www.marketingpros.comRainToday - www.raintoday.com

Action Summary:

Find a web seminar to attend, register and attend it. Keep a pen and paper handy and look or at least oneidea that you can put into practice in your organization. Better still, join on the o the sites above and immerse yoursel in their resources.

June 20Form a Mastermind GroupEveryone rom the great Napoleon Hill to your avorite local CEO are in mastermind groups. These aresmall groups o like-minded proessionals that share ideas, encouragement, wisdom and, most o all, ac-countability to keep each other on track. What, you may ask, does a mastermind group have to do withmarketing?

The truth is, truly successul business people or organizations never reach the top on their own. By col-laborating with people who understand business, have a sharing and a How can I help you? attitude, you

cant help but grow through each other. I youre looking or ormality, you might try joining a local TEC oVistage group, or you can ask the local chamber o commerce i they have a CEO roundtable or a sales andmarketing mastermind group you can join.

According to Michael Lipp rom Contribution Coaching, his seven-person mastermind group has seen theollowing successes this year:

One member has successfully launched a multi-million dollar business

Another re-organized their business and is busier than ever


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Another member has booked more business already this year than ever before

A member seeking employment has landed a fantastic new job

The rules or mastermind groups are simple. In my mastermind groups, I ask three questions:

1. How can I be useul to you2. Whats working or you and why, and how might I use it, and3. Whats not working or you and how can we help you change it.

According to John Cassidy o Duplicates Ink*: Get together with your sta or assemble a small group o people who understand your business and

brainstorm opportunities. When several people get together with a blank slate and some good energy

magic can happen. Ask or ideas-you might be surprised by the results.

Action Summary:

Find between 3 and 6 local business leaders, marketers or sharp minds that you trust and begin meetingmonthly to share, encourage, brainstorm and, most importantly, hold each other accountable.

Source: http://www.helpareporter.com/

June 21Start a CausePeople love a good cause, especially when things around them are chaotic. Founding or aligning with acause is a perect way to match your organizations passion with a worthy pursuit that generates aware-

ness, action and revenue or all parties concerned.

One o the rst cause marketing campaigns occurred in 1976 through a partnership between MarriottCorporation and the March o Dimes. Marriotts objective was to generate highly cost-eective public relations and media coverage or the opening o their 200-acre amily entertainment center, Marriotts GreatAmerica in Santa Clara, CA. The March o Dimes objective was to greatly increase undraising while motivating the collection o pledges by the programs deadline. The promotion was conducted simultaneouslyin 67 cities throughout the western United States. It exceeded all goals to become the most successulpromotion in the history o Chapters West o the March o Dimes.

According to Steven Van Yoder, Embracing a cause makes good business sense. Nothing builds brand

loyalty among todays increasingly hard-to-please consumers like a companys proven commitment to aworthy cause. Other things being equal, many consumers would rather do business with a company thastands or something beyond prots.

Action Summary:

Whats your cause? Pick a local, national or global cause or start your own and devote your energy to it. Get

your customers, partners and vendors involved, too.


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June 22Make Them FamousHave you ever been interviewed or an article, a radio show or even a small podcast? How did it make youeel? Famous?

One o my avorite pieces o advice or clients when theyre trying to reach a key contact in an organizationis to win them over by making them amous on your behal. This can be as simple as asking to interview

them or an article youre writing, inviting them to guest post on your blog, hosting them on your podcastor internet radio show or inviting them to speak at an event youre coordinating.

A small startup marketing company in Wisconsin has gotten the ear o some pretty important people inthe marketing world simply by asking them to be on their internet radio show on BlogTalkRadio. In actone o the rst guests I listed to on his show was the CMO o Best Buy, Barry Judge.

You can scale this idea up to achieve your goals o whatever number o people you need to meet. Takeyour target prospect list and work through it week by week. I you did one interview per week, minus the

holidays, youd have nearly 50 key contacts that youve helped throughout the year, and likely a new clientor two to boot!

Action Summary:

For this to work well, its best to target one person youd like to meet and infuence and invite them toshare their expertise. Conduct the interview and ollow up by sending (or, better yet, dropping by with) acopy o your nished production with a thank-you and, o course, more inormation about your productand services.

Source: http://trendwatching.com/trends/POPUP_RETAIL.htm http://nycitynewsservice.com/2008/10/08/target-aims-at-bullseye-pop-up-shops/

June 23Develop Your own Nurture ListIts become common practice or businesses to engage in lead nurturing, a practice that is intended tobring prospects closer to becoming new business through the use o content and education. But there aresome prospects that could benet rom a more personal touch.

How do you eel when you get a personal email rom someone with a piece o inormation thats valuable

to you? It eels pretty good, especially in this age o mass email and manuactured personalization. In re-cessionary times, personal connections are more important than ever.

The most eective business owners and sales people know who their best possible prospects are andnurture them accordingly. Now is a great time to begin, i you havent already, to develop that prospect


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nurturing list that you are going to personally stay in touch with until they become customers!

Action Summary:

Create a list o your best prospects just the top ones that you can stay in touch with a couple o timesper month and start nurturing them with content, value, ideas and relevant inormation that will cement

you as the trusted advisor in your business sector.

June 24Change Your HoursAre you open the same hours as all o your competitors? I so, do you have to be? Perhaps youre in a shop-ping mall that has a set open and closing time, but i not why are you?

I recently switched hair salons because I ound one that was open on Sundays, which is when I have time

or a haircut, and theyre hal the price! Dentists, hairdressers, auto mechanics computer repair people andall sorts o businesses that normally keep the same hours can grow their business simply by keeping aschedule more in-tune with what the customers need.

I you decide to change your hours, there may be a positive public relations opportunity to the change iit really goes against the grain o your local competitors. Not only will you be helping your customers, buteveryone will know about it! You may also be able to put together a marketing campaign just around thenew hours. For example, not too many coee shops are open on Sunday evenings, so perhaps a local co-ee house could hold a Sunday evening coee hour and invite people in. It could become a new Sundayritual and be the most protable evening o the week!

Action Summary:

Make a list o your competitors and their respective business hours. Also, ask your customers when its

most convenient or them to do business with you. Look into changing your hours to upstage your competitors and better meet your customers needs. Make sure you let everyone know about it, too!

June 25Twoer on Yellow Page CutoutsNo matter what kind o economy we are currently in, good ideas and competitive marketing tactics wilalways stand the test o time. However, this idea is losing some i its impact, so its time to step it up a bit.You may have heard about pizza chains, dry cleaners and other local businesses oering two-or-one(twoer) specials and other great deals when you bring in the cutout yellow-page ads o their competitors

The rationale is that customers cant very well call their competitors i the ads are torn out!


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With telephone directory usage decreasing and Internet usage increasing, you may have to raise thestakes. Perhaps in todays world youll need to have customers bring in a whole page rom the yellowpages to eliminate several competitors at once!

Action Summary:

What can you do to eliminate your competitors rom the equation, or at least make them harder to nd?While youre at it, make sure that you either get your new customers email address or home address tosupport your direct marketing eorts and keep your rm top o mind. Oh, and maybe leave them withsomething like a ridge magnet or innovative bookmark with your contact ino and menu to paste intotheir phone book to take the place o the page they just tore out!

Source: http://www.madison.com/tct/entertainment//index.php?ntid=317161

June 26Sign up or HAROHas your business ever sought national publicity? I not, heres your big chance! Every day, dozens oreporters rom around the country fock to a website called Help A Reporter Out (HARO) at www.helpareporter.com. By signing up or the newsletter as a possible source, youll be included on the three emailsper day that are sent out with journalist queries seeking expert sources just like you. Even i youre a caramel maker in West Virginia specializing in coal-shaped candies, it wont be long beore someone comeslooking or a source or a unique git idea o small business making un things with caramel or which youcan submit a response showcasing your expertise.

Hundreds o companies have received some much needed press over the past year simply by respondingto a query. In act, many o the ideas or this book were gleaned rom interviews with marketers and business owners whove put their time in and responded to my HARO query or marketers doing great thingsa downturn!

Action Summary:

This ones easy. Simply go to www.helpareporter.com and sign up to get the daily emails, then watch thequeries come through or your chance to shine!

June 27Radio Free [Your Business]How much time to you spend listening to the radio every day? Minutes? Hours? The whole day? Guesswhat, your potential customers are doing the same, and thats one behavior thats not diminished as aresult o the economic downturn.


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Steanos Loisou is a nancial planner who conducts personal nance workshops, and he hosts and pro-duces a live, weekly nancial radio program. This enables Steanos to establish credibility and positionhimsel as a reliable nancial resource in his community. He also uses the radio show as a platorm to ad-

vertise his nancial seminars. By oering his expertise on the radio, hes created a orum or people to askquestions and or listeners to call and arrange or individual consultations.

Action Summary:

Oten times small business owners and marketers who are not amiliar with a particular type o mediatend to shy away rom it out o ear o the unknown. Take a ew minutes today to contact your avoriteradio station about being a guest, pitching them on a show idea or or advertising rates. You never knowthe power o radio until you try it!

June 28Put on a WebinarOne o the easiest ways to generate buzz, excitement and leads especially in an economic downturn isto oer something or ree thats perceived as high-value. Web seminars, or webinars, are almost alwaysseen as high-value occasions.

Shawn De Souza, senior manager o online marketing or Eloqua Corp., put on a webinar that ar exceededthe companys expectations but it wasnt just dumb luck. Eloqua took a very strategic approach to makingthe webinar succeed, including:

Using personalized URLs

Creating several dierent emails for the event

A nely tuned and personalized landing page for webinar signups

The hard work and thorough approach paid o. According to the case study published on MarketingSher-pa.com, The decision to use seven emails and a personalized landing page approach brought in 64% moreleads than their goal, and they exceeded their sales opportunity goal by 61%. From that, they converted14.6% into sales or a 2000% ROI.

Using personalized landing pages and pre-populating the registration elds worked very well: 66% otheir actual sales were rom recipients who received a PURL. The invitation email drew an overall 2.13%response rate, with 76.4% o registrations coming rom the PURL recipients.

The people getting the personalized landing pages are rom our database, so its somewhat natural orthem to respond better because they are more likely to recognize our brand, De Souza says. But we be-


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lieve that personalization drove registration and attendance.

Action Summary:

What do your customers want to know that you could create a webinar or? Ive seen local businesses cre

ate them on digital signs, restaurant equipment, real estate and nearly every other subject. Never mind

the results above even i you only have a ew people on your webinar, all you need are the right peopleand prospects to make it a success!

June 29Ofer the Free TrialFor the past two decades, sotware companies have been immensely successul in their sales eorts byoering ree, expiring trials o their product. Whether its a simple $19.95 shareware application or an ex-pensive oce sotware suite, theres nothing like being able to demo the goods beore laying down hard

earned cash. In act, during the last several months o 2008, the business-to-business sales community hastaken a page rom the sotware companies and has been using ree trials o everything rom chiropractictables to large capital equipment.

In any ree trial or demo oer, youre trying to reduce or remove the risk rom the buyer. You can makethem more comortable with the product by showing how it has worked or others in the orm o casestudies or testimonials or by letting them try it with an in-house ree trial or demo.

However, the standard 30-day ree trial isnt going to cut it in tough times. What marketers need to do

is to create a ree trial with an and oer. Such as, You can try our product or service or 30 days AND/OR

until you generate results. I the customer used the product or 30 days but did not achieve the desiredresults, the trial continues. Simply shiting your ocus to customer outcomes rather than a convenient (oryou) time-limited trial reduces the customers resistance to entering into the trial because they can clearlysee how they will benet!

Action Summary:

Could you oer your product or service on a trial basis to start the dialog with prospects? Even ad agencieshave done this via ree brainstorming sessions, so a service business can also apply this technique. Use a

ree trial to remove the risk o customer commitment i the product works or them, theyll buy; i nottheyll opt out.


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June 30Ask Two, Tell TwoMost everyone knows that good businesses are built on solid reerrals. But the best businesses are built ona deep understanding o those customers who generate reerrals.

PrintingorLess.com is a company that understands the need to keep close to their existing customers andconstantly seek reerrals. With each o their printing orders, they send a postcard seeking eedback (theTell Us section o the postcard) while asking you to pass along a reerral code to a riend worth $25 o otheir rst order with them (the Tell Them section o the postcard)!

I you preer to leverage social media or your reerrals, you could start a Facebook an page and encourage members to share the group and tell new members to mention the Facebook an page or a specia

discount!

There are myriad reerral strategies that you could employ in your marketing, but i you dont have a spe-cic reerral program yet, now is a great time to get one rolling!

Action Summary:

What can you do today to get more reerrals tomorrow? Need ideas? There are plenty o websites out thereto help, simply search or reerral marketing ideas and youll nd dozens o things that you can do todayStart simple. Put one reerral mechanism in place and immediately get to work on the next.


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