wednesday september 22 nd, 2010 12pm est / 9am pst grassroots & word of mouth marketing
TRANSCRIPT
Wednesday September 22nd, 201012pm EST / 9am PST
Grassroots & Word of Mouth Marketing
Lists current employment opportunities in all aspects of the Home Performance industry, including openings for energy auditors, field technicians and administrative staff. There is no charge for job seekers to view listings or post profiles and resumes.
To register, visit:
http://jobs.efficiencyfirst.org
Employers who wish to post job openings must be current members of Efficiency First
www.efficiency.org/member-benefits• 2011 ACI Conference Discount: $150 off the regular attendee registration fee
and $50 off the early-bird registration• Electric and Gas Industries Association: Free first-year membership, including
discounts on business insurance, employee benefits, payroll processing and collections and debt recovery
• TruTechTools.com: A 3% discount off the best price for all products online, and other benefits like added rewards points and invitations to private sale days
• Energy Conservation Institute: 5% off MSRP prices for tools and equipment and 10% off prices for hands-on training courses
• Right Brain Branding: Complimentary Web site performance review• EnergySavvy.com: Web Referral Service: 50% discount on activation fees
• Give Something Back: Office supplies with prices 5-15% lower than the national chains.
• Home Energy Magazine: 20% discount• Green Builder Magazine: 10% discount
Member Benefits
In order to create a strong industry and be successful we need to build everywhere.
To RSVP follow this link:http://salsa.wiredforchange.com/o/6062/p/salsa/event/common/public/?event_KEY=19524
Please join us on a conference call tomorrow, 09/23/10 We will discuss the work Efficiency First is doing at the state and regional levels around the country, share some thoughts about ways to increase local efforts and ask for your ideas and feedback.
When: September 23rd @ 12noon eastern/ 9am pacific Where: Call Number: 712-432-0075, Access Code: 260284#
Growing the Industry in all 50 states
Join the HOME STAR Coalition
If you have not already joined the HOME STAR coalition please take a few moments to do so:
http://HOMESTARcoalition.org
Tim Pedersen | President & Creative Director
Right Brain Branding Consultants
Grassroots Marketing for Maximum Results
Grown from the soil of people's hard necessities
Grassroots:
•Jay Conrad Levinson
The Father of Guerilla Marketing
Hone in on your Public Speaking Skills
Write an Article
Send off Season Promotions/Gifts
Up the Buzz Factor
Catch them by Surprise
Catch them by Surprise
Catch them by Surprise
Infiltrate the Stacks
Kill them with Kindness
Jump into Social Media
So what are the Secrets?
The Secrets
The Secrets
The SecretsSEO
FOLLOW UP!
The Secrets
the key…AUTOMATE
The Secrets
• Constant Contact• iContact• Right Brain Email
Automate - Emails
• HootSuite • Tweetdeck
Automate - Social Media
•SendOut Cards
Automate - Direct Mail
Courtland Weisleder | PresidentGreener Dawn
“There is a new dawn rising, and it’s greener than you ever imagined.”
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2 Focal Points Today
1. Marketing:
The process by which companies create customer interest in goods or services
2. Return on Investment:
A performance measure used to evaluate the efficiency of an investment
Measuring your Return on Investment
Marketing
Old School:• Search the newspapers and visit the
dealership
New School:• People on average spend 6 hours
researching cars online before they step into a dealership. The same will happen for solar & energy efficiency
Measuring your Return on Investment
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Marketing
Old School:
• Paying fees to advertise using TV, Newspaper, Radio, Mailers, Door Hangs
New School:
• Lead Generation paying only on a per lead basis or cost per application basis
Measuring your Return on Investment
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Marketing
Old School:
• Eyeballs have diminished drastically in this group due to instant information resulting in advertising noise
New School:
• Marketing campaigns with a strong offer & call to action then create a referral program
Measuring your Return on Investment
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Marketing
Old School:
• Waiting on your phone to ring and hoping that your messaging strikes an audience
New School:
• Twitter, Facebook, Blog, Diggit, Articles, Advertorials, You Tube, Bitley, SEO
Measuring your Return on Investment
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Return on Investment
Old School:• Spend $2,000 monthly on a diverse mix
of TV, newspaper, door hangs and penny savers
New School:• Spend $500 on marketing utilizing lead
generation measures to track and monitor the number of leads created
Measuring your Return on Investment
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Return on Investment Closing Rates:
• Percentage of leads that are converted into sales
Cost per Sale/ Advertising:• Total advertising dollars spent divided
by # of closed dealsGross per deal:• Typically would like to see gross being
8-10x’s more than what spent
Measuring your Return on Investment
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Return on Investment
Typical lower margin industries: • 10-15% of gross profit spent on
advertising
If you gross $2,000 on an Energy Efficiency retrofit • May be happy spending $200-$300 in
advertising for that sale
Measuring your Return on Investment
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Return on Investment
• Closing rates vary on the quality of the opportunities that you generated or purchased.
• Cost per lead does not matter, only closing rates and cost per sale
Measuring your Return on Investment
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Be a Winner in your Market!
• Become internet savvy and utilize the many tools that are now becoming mainstream
• Word of mouth is still vital as well as referral programs
• Track your marketing efforts and lead generation
• Push dollars towards your best ROI and cost per sale
Measuring your Return on Investment
Corbett Lunsford | Tech. Dir.GREEN DREAM GROUP, LLC
Q & A
Questions???
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Courtland Weisleder | [email protected]
Phone: 858-345-1679www.greenerdawn.com
Contact Information
Tim Pedersen | President & Creative [email protected]
Phone: 919-929-2342http://www.RightBrainStudio.com
Corbett Lunsford |Tech. [email protected]
Phone: 773-271-5310www.GreenDreamGroup.com