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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.
Dimensional Mail – Or “lumpy mail,” as it’s known is a great way to get your letter opened! They just can’t resist the lumpy package. After it’s opened, however, your sales letter should do its job. If you have a successful sales letter, adding a dimensional object to it will almost always bump response.
A great place to get these types of lumpy mail objects is from Mitch Carson at http://www.impactproducts.net.
Another place to get “million dollar bills” and related promotional items is http://www.milliondollarsource.com.
I received this dimensional mail package from Dan Kennedy. As you can see, the “lumpy object,” a plastic airplane, was tied in with the offer, which included free airfare to one of Dan’s seminars. Also note the “handwritten” letter. Stand out from the clutter!
Get Your Online List’s Home Address and Phone Number – I spoke about this on the call. One technique Gary Halbert used was to ask his list for their home address, because he wanted to send them something to help them with their marketing. Then he sent them a lumpy mail package. But he got their home address.
Now he can send them direct mail pieces and cut through all the email clutter by bypassing it completely (well, actually by supplementing it). Yanik Silver mentioned this as well. He obtains their home phone number and sends them a voice broadcast (see above).
Joe Vitale does this too. So does Bill Glazer. Hmm, if all of these top marketers use this technique, do you think it works?
Going Out of Business – If a business with the same target market as yours is going to shut down soon, why not acquire their customer list? Most brick and mortar businesses consider liquidating their inventory or equipment, but not all of them are savvy enough to sell their customer list. That could be a huge opportunity for you.
Alternate Franchise – You know most franchises cost big bucks to buy into. Let’s say you have a profitable cleaning business that’s not a franchise, with your own system for success. You can teach this system to others and sell it for much cheaper than a franchise would go for.
Here’s an example of a company that does just that: http://www.my-mag-uk.com. I essentially do that with entrepreneurs. I teach them my marketing system (which as you probably know most entrepreneurs don’t know a lot about effective marketing), and they gain a doubled or tripled profit margin as a result.
Or, you could locate such a successful company yourself, learn their system, and teach it to others in the same manner.
Office or Waiting Room Redesign – If you have an office, waiting room, or reception area for your business, get rid of all magazines and replace them with testimonials and success story books, before and after photo albums, and other publications designed to advance the sale. Replace your wall paintings with framed testimonials. Give them an avalanche of proof!
Pre-paid Services – Pre-paid “memberships” have been sold successfully by many businesses, such as cosmetic surgeons, chiropractors, dental services, martial arts schools, photographers, restaurants, you name it. The idea is to offer a bundle of services or products that would cost far more if purchased separately over time than if purchased pre-paid up front.
Reference USA – I mentioned this above in the “Direct Mail” topic, but it’s worth its own topic. Why? Because if you have a library card, chances are you can access it for free. I don’t pay the annual thousands of dollars required to access the site and compile lists of all sorts, because my local Newington library subscribes to it.
My free library card gets me in for free. http://www.referenceusa.com
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