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From Wikipedia, the free encyclopaedia
is an ongoing process of planning and executing the marketing mix
(Product, Price, Place, Promotion) for products, services or ideas to
create exchange between individuals and organizations.
Marketing tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research.
Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy. Therefore good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through products or services.
It's specialist areas include: advertising and branding, communications, database marketing, direct marketing, event organization, field marketing, global marketing, international marketing, internet marketing, industrial marketing, market research, public relations, retailing, search engine marketing, marketing strategy, marketing plan, strategic management, experiential marketing, Social Influence Marketing.
Like gift certificates, coupons are also a great way to “touch” your customers and bring them back into your store (or website or whatever).
Contests – The sandwich chain Subway recently had a scratch-off contest, but you had to go online to see if you were a winner. Contests are a great way to get leads and generate sales. Here’s a tip: always include an unadvertised “second place” that everyone who didn’t win will get. Joe Vitale did that last year, and used an email and voice broadcast to announce your “second place” prize. I would have included a sequence of direct mail as well, but the premise is the same.
Also, the Nathan’s hot dog eating contest is a great example of using their product in the contest itself. If your product or service lends itself well to this approach, consider testing it.
Celebrity Endorsements – They aren’t as expensive as you might think (unless you try to get Sean Connery or Tom Cruise). The key is that you need to use celebrities that your target market recognizes as such. So Tony Rice would make a great celebrity for bluegrass and acoustic guitar enthusiasts. Not so much for gardening fans.
CD Sales Letter – People generally won’t read 90 minutes worth of copy, but they will listen to it. The perceived value is much higher than a traditional salesletter as well. They can listen to it in their cars, on their walkmans (although today everyone has an iPod…why not use a podcast instead?). The point is that you can cram in a lot more information. You can do testimonials in their own voices, have sound effects or music. Anything to help advance the sale.
Thank You Letters – Whether you send gift certificates, coupons, a 2 for 1 special, a free gift, or just a friendly thank you letter to stay on your customer’s radar screen, these types of letters are memorable and encourage your customers to send you referrals. As always, these types of letters should be personalized, and never use a mailing address letter on the envelope.
Dear Mr. Smith,
I hope you are very pleased with your recent purchase of my quality artwork. May it bring much viewing pleasure for you and your family for years to come.
Being an independent artist, I truly appreciate your business! I really want to personally thank you!
You should know that a recent painting I did was auctioned locally for more than $10,000.00! My work is featured at local art shows, and my original Silent Tempest painting has been on display in the Wadsworth Atheneum In Hartford since 1998. That means if you hold onto your painting, you’ll likely see its value increase considerably.
As you may know, I also paint custom portraits, landscapes, abstract art, and theme-based artwork from your choice of subjects.
What does that mean for you?
Good question. I just moved into a new, more spacious studio, and I’m having a special sale just for my best customers. Here’s what I want you to do (you’ll love this): call me right away for a absolutely FREE, no obligation quote on any custom painting you’d like me to do for you. But…
Don’t tell me you have this letter until after I give you my free no-hassle quote.
Only then tell me that you have this letter, and I’ll knock off an additional 21% off of my already ridiculously low price.
That way you’ll know for sure I haven’t “padded” my price just to give the appearance of a sale. I’m going to let you trick me!
Why would I do this? Simple. I want you as a customer for life. Most of my customers come back again and again, because they love my inspiration and extraordinary use of colors. And they appreciate the fact that no other local artist enjoys an appreciation on the value of their paintings as I do.
So call me today at (555) 555-5555 for your FREE quote.
Very Truly Yours,
P.S. Remember, call me right away to take advantage of this most exclusive offer for my best customers only.
P.P.S. Also, don’t tell me that you have this letter until after I give you my rock bottom price first!
Ok, obviously that’s fictitious (it’s a reprint from a sample letter I included in my Money Magnet newsletter). Plus I personally wouldn’t use price as a selling point for an artist (unless your market warrants it), but you get the idea.
One car salesman collects the name and address of everyone who comes in to check out a car. Then he sends them a personalized letter, thanking them for stopping by, and telling more about the car they looked at, it’s features, benefits, etc. Even if it results in one more sale a year (and he gets more than that), it’s worth it in his case.
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