build your business through better marketing presented by asi distributor services
TRANSCRIPT
Build Your BusinessThrough Better Marketing
Presented by ASI Distributor Services
• Build your brand
– “A brand is the emotional connection between a customer and the company, product or service. It is created by consistent messaging and delivering on the promise of your message.”
• Volvo = safe cars• Nike = athletic achievement
www.ASICentral.com/marketing
www.ASICentral.com/marketing
• Develop an elevator pitch– 30 second, memorable
description of your business• States who you are, what you
do, and who you do it for• Differentiate yourself from
others by including a unique selling proposition (USP)
– Great customer service is not a USP. Answering all customer messages in 2 hours or less is part of a USP.
www.ASICentral.com/marketing
• Set a budget– Most businesses spend between 5% – 10% of their
gross sales on Marketing• Download ROI spreadsheet and lead tracking forms
• Get the biggest bang for your buck– On average it takes 4 marketing/ advertising exposures for
an individual to become familiar with your company or product.
• In traditional ‘mass marketing’ individuals only see one out of every 7 ads you place. So, unless you have an unlimited budget it is vital to target your marketing to specific prospects.
www.ASICentral.com/marketing
• General marketing rules:– Set clear goals for every campaign. Repeat what
works for you until it stops working.– Understand that frequency and repetition of the
same message is the key to success. – Send each prospect at least 4 marketing pieces.
www.ASICentral.com/marketing
• What to send - use various methods to reach your targets:– Catalogs– Fax– Email
• ESP Online (event ideas, sales flyers, other)• LogoMall
– Phone– Direct mail (letters, postcards, brochures)
• Mailing with self-promoting products is best!
www.ASICentral.com/marketing
• What to include in each marketing piece– Have a compelling ‘call to action’ for your prospect.
• Give them a reason to call or email you NOW!
– Clearly state the benefit of your company or product to the end-buyer.
• Why should they choose you?– Service? Dependability? Price?– Remember, the ad isn’t about you... it’s about
what you can do for them!
– Your phone number, Web site URL, and email address
The Successful Start• Position yourself as a
Branding & Marketing expert
• Crossing over from another industry?... Start with the clients/contacts you already know!
• Set up a display & order imprinted catalogs
• Actively promote your website everywhere
• New business? Start by selling to people you know
Inexpensive ways to use ESP Online to create marketing campaigns:
• Event Planner– Pre-designed presentations around major events
such as golf outings, breast cancer awareness
• Favorite items/ sales– Develop a flyer with your most-popular items, note
special pricing
• Hot items from the ASI Show• Create 1 – send to many
– Cut and paste between clients
• $1,000 give-a-way• Featured products• Select-a-search• Video capability• Unique landing pages/
forms
Promote your site on the following:
• Your signature on outgoing email correspondence
• Business cards, letterhead, & fax sheets• Quotes, invoices, letter stuffers• Office signs• Voice mail (office and mobile)• Catalogs, your apparel, self-promos• Shipping boxes & packing tape• All marketing materials
Catalogs
• ASI produces 10 different catalogs to market your business
Top sellers:
- Spectrum- Idea Showcase- Media File- The Gift Book
• The average catalog is viewed by 3 or more prospective customers
• Drives traffic to your website
SEM/SEO
• Search Engine Marketing (SEM)– Paid ads on search pages from Google/Yahoo
• You only pay when someone clicks• Prices range from 10 cents to $5 or more/ click
– With careful planning and understanding of your conversions this can be a very cost effective way of marketing.
• Adwords.google.com (Google)• www.overture.com (Yahoo)
SEM/SEO
• Search Engine Optimization (SEO)– Difficult to stay on top of– Requires a great deal of time and energy
• Lower ROI than other efforts
– If you have the resources pay for the service• Make sure they are reputable
Social Networks/ Groups
• Low/ no-cost way to network and stay in touch with clients and prospects– LinkedIn, Facebook are best for end-buyers &
business– ASI Social Network www.asinetwork.com
• Good educational and networking resource of 3,000+ distributors and suppliers
– Google groups/ Yahoo groups• Join and become an ‘advisor’ on relelvant topics
Thank You
We look forward to helping your business grow in our industry
ASI Distributor Services800-546-1350
www.asicentral.com/marketing