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Trick-Shot Marketing: It’s Hard to ‘Kill Two Birds with One Stone’

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We love it when we take an action that turns out exactly as we hoped … and our single initiative goes on to bring additional good fortune. It’s such a happy accident that we’re often tempted to try and force such occurrences on a regular basis. Be warned, however. When it comes to marketing, these “trick-shots” can be very counterproductive.

Simple fact, it’s usually better to have a specific marketing effort entirely devoted to achieving a single, pre-identified goal.

But wait. If a person can learn do impressive things with, for instance, a slingshot (like ricochet a rock to ring a bell before hitting a bullseye), why can’t clever marketers do something comparable in their line of work?

Okay, ask yourself this: In the wild, how often do people with slingshots come across a bell positioned near a bullseye—set up exactly as they’ve practiced their shot? A more important question, is what purpose does such a trick shot serve, other than to prove it can be done? You could spend hours in practice in a carefully controlled environment, wasting a lot of rocks until you get it right. But if the goal is to ring the bell and hit the bullseye, a good marksman could probably do so within a few seconds using just two pebbles. Not spectacular by any means, but certainly more efficient. In business, more efficient is almost always better.

Think about the resources you devote to your marketing plans for a year. Let’s say a couple of goals are to improve lead generation and to refresh your website. Couldn’t you get more bang for your buck by building a website that’s designed to generate leads? Very improbable.

Consider the website refresh in our scenario: What did you originally want to accomplish? You probably wanted to update information about your products, improve search engine results, better support your brand … maybe improve customer service. How much would those plans need to change to turn the site into one that would primarily generate leads—even if such a thing was possible? Maybe you could create a website that’s so amazing that it inspires sales … but you would have to devote resources to generating website traffic before generating leads; it would probably cost a lot more; and it wouldn’t be the upgrade you originally wanted. Plus, chances are that you could get a lot more leads with a traditional, targeted campaign!

The “one-rock-per-target” rule holds for smaller projects as well. Imagine you want to send out a direct mail postcard to improve brand awareness. At the same time, you have a new service that you’d like to publicize. The temptation might be to save on printing and postage by letting one message piggy-back with the other. What’s the harm?

First, your headline and imagery can only support one of the two messages. (Don’t even think about splitting messages between headline and image. We will hunt you down and hurt you.) That means the other message gets second-banana billing—more easily dismissed as unimportant by your audience. Secondly, as for the headline subject, you lose valuable postcard space that could better drive home the point. All-in-all, the postcard would be in much more danger of falling flat.

We understand that marketing budgets can be tight … and at times the shotgun approach is your only option. (You just shoot and hope for the best.) But leave the trick shots for people with nothing better to do, and take aim at one worthwhile target at a time. If you need help, get in touch with us – we can steer you in the right direction.

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The Six Stages of Super-Client Development

customer relationship business development_newsPicture a great client. He or she will have been buying from you for quite a while. They make purchases on a regular basis. They appreciate the work you do and they respect your expertise. And the best part is that they recommend your business to their friends, family and business associates.

Do you have a lot of clients like this? Do you have any? If you’re short on the number of super-clients in your client base, it may not be a reflection on the value of goods or services you provide. In fact, the opposite could be true. Maybe you put so much effort in being the best at what you do, that you’re neglecting the customer-development stage of your business. After all, you don’t just find great customers hidden like Easter eggs. They must be created—by you. It’s a process that takes planning, dedication and time.

There are six stages to creating a committed client:

  • Create awareness of your brand – Yes, this is basic but we’ve got to start somewhere. Besides, it’s impossible to have more great clients than people who’ve ever heard of your business, so maximize the foundation of your client base through marketing (i.e. PR, social media, digital advertising, direct marketing … etc.). Not every promotional vehicle is effective for every business type and there are a lot of factors to consider (that’s where agencies like Pinstripe Marketing come in!) but you must let people know your company exists, one way or another.
  • Get your target audience interested in your products/services – Congratulations! Some prospective clients have heard of your business! Unfortunately, they have probably heard of your competitors as well. Now you have to help them understand why your products or services are better than those they can get elsewhere. You do this with a consistent brand message based on value propositions to the customer by utilizing marketing vehicles tailored to your business and audience.
  • Do some convincing – After the first couple of stages, you may have landed a few clients, but you want more, don’t you? Now’s the time to back up the value claims you’ve made with blogs, testimonials, case studies and white papers. You might even show off your confidence by inviting customer reviews/feedback on your website or through social media. Such persuasion motivates buying decisions and helps cement the client-business relationship. People who carefully consider a decision before making it become emotionally invested in seeing it turn out well. No one likes to admit to a mistake, so if such a customer has a rare moment of disappointment, they will be less likely to cut and run, allowing you to recover from a minor error.
  • Ensure the purchasing experience is a good one – What would you do if someone concluded their business with you feeling regret, and you knew about it? How could you get them to feel better? Send them a card letting them know you appreciated their business? Maybe inquire as to their ongoing satisfaction with the product or service, or the level of attention they received? Perhaps make sure they know you stand behind their purchase with reasonable support so they stay happy? Do these things with everyone as standard operating procedure, and you’ll combat stray feelings of regret among the few. You’ll also ensure that worry-free clients bond even more tightly with you!
  • Never take them for granted – If you’ve been diligent in developing client relationships through this point, you should be in great shape. In fact, victory is yours if you don’t blow it. Remember those promises to answer concerns and provide appropriate ongoing support? Make sure you’re keeping them. And, in general, stay in touch with friendly cards, surveys, newsletters and specials. Always let existing customers know how important they are to you. (Just think of all the work you’ve put into the relationship already. Don’t let that go to waste now!)
  • Take advantage of their advocacy – They really like you and you really like them. This is where the investment in client development truly pays dividends. Make it easy for great clients to share their enthusiasm by featuring them in testimonials and case studies, onsite reviews and marketing collateral. You might even reward them with a client referral program. (Meanwhile, don’t forget to take a moment to feel earned pride over every super client you have!)

It’s true that not every prospect will require every outlined step to be a buyer; you may be lucky enough to have a few very low-maintenance clients for years and years. Conversely, some people are going to leave you no matter what you do. But If you have a process for turning customers into advocates and stick to it, you will have exponentially increased your odds of enjoying consistent, sustainable business growth.

If I Have to Go to One More Happy Hour…

networking_news

Networking always seems like it revolves around a happy hour or cocktails in a conference room with some finger foods. These events can be effective in bringing people out to mingle, but really lose their luster after a while. Below are a few networking ideas that stray from the traditional “bring your business cards” happy hour networking events.

Building Relationships – Strengthening Bonds

Today, business networking is more than an exchange of business cards. Your time is more precious than ever, and spending it with people you barely know may feel like you’re taking away from other work and family time. If you want more meaningful interactions, then it’s time to change your point of view about networking and concentrate on building relationships. One of the best ways to break out of the happy hour habit is through alternative forms of networking.

Volunteering

Some of the strongest bonds you can form are with like-minded people. Volunteering for a non-profit organization will get you in touch with people who care about the same things you do. With your business experience, you may choose to sit on the board and use your strengths where they are needed. The added bonus is that there are a lot of other business people who are the board for non-profits. They donate their time to causes they care about, which will be something you have in common.

For Entrepreneurs

There are many community organizations for entrepreneurs. Usually, these are focused around specific areas and have criteria for getting admitted. Nothing too stringent, just rules in place that limit the types of businesses in the group. You can practice your elevator pitch and share some insight into owning your business.

Social Media

Build and reach out to your network through social media. This is a great venue to share information about your business or the industry. It’s also a good way to share any leads to people in your circle. Remember to keep your profiles up-to-date and regularly post interesting information to capture their attention.

Even when we volunteer, we need to open ourselves up to talk to strangers. Try not to be too shy and maybe you’ll have something in common. If so, focus on talking about those things, then branch out from there and talk about business. These are like-minded people, so just be yourself and enjoy your time together.

 

Keys to Trade Show Follow Through

trade show roi_news

Guest blog by Susan Canonico, CEO of ADM Two.
The show is over. Everything is in storage, ready for the next event, and you’re back at the office. Now, it’s time to get your return on investment. You’ll need a good trade show follow through plan. Start with organizing all of the contacts and personal information, or notes taken during the show. These may have already been entered into your CRM. If you don’t have a database, then use a spreadsheet. Either way, it’s time to get in touch with these folks.

Here are eight steps to follow through with all of your contacts and leads.

  • Bring everyone together: Each team member has information, too. It’s time to pool together their information. This is where you can assign order of importance for each lead. Timing is important, so don’t let those hot leads cool off.
  • Divvy up the work: A team meeting will get everyone on the same page and make the load manageable.
  • Practice your pitch: The sales pitch after a show should be easy to remember, quickly delivered and friendly. It also needs to be passed on and rehearsed.
  • Continue the conversation: Give them a call and try to reconnect, using the personal and professional notes from the show.
  • Connect on social media: Connections with show attendees grows your market reach and provides new-quality leads.
  • Marketing activities: One way to grab attention is to send e-newsletters with interesting content. This may include statistics on the trade show, who was in attendance, and anything that happened while there. You can sneak in a product announcement in there, as well.
  • Be respectful. There are ways to make negative impressions, such as being pushy and rude. Stay positive and maintain a respectful approach to garnering attention. Be respectful and be persistent, not aggressive.
  • Debriefing meeting: Sharing the success, shortcomings, and failures is a great way to improve for the next show. The only way to do this is to be honest and mission focused, leaving personal issues aside for the sake of the bigger picture.

One of the goals for every show is making it a positive experience for visitors to your booth, as well as your employees working there. Maybe it’s time to try something new, like technology and interactivity, to add to your experience. Some of the things on your list after your trade show follow through may take several months, such as additions to the booth or redesign. Plan your next show well in advance and you’ll be able to capitalize on the things you learned.

ADM Two staff are experts on display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layouttrade show graphics, and etiquette.

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Spotlight on: Leeward Bean, CEO of Big Frog Custom T-Shirts

leeward bean video

Pinstripe project manager Nikki Devereux met Leeward in the beginning of 2017. They instantly clicked, and chatted over coffee for more than two hours about a video project for Leeward’s franchise brand, Big Frog Custom T-Shirts and More. Leeward’s description of the Big Frog brand and family was so enticing that Nikki instantly wanted to be a part of it in any way possible! In the end, her role was to film the 2017 Frogathon, and she had a great experience doing so. Frogathan is a 4-day event where all the Big Frog franchisees come together in St. Petersburg, FL for education, mingling, food, drink, and fun.

“The Big Frog team made me feel like a part of their family, and every person I met was kind, happy, and energetic. Big Frog brings that out of you and that’s what was so compelling when I first met Leeward – he was all about the franchisees, taking care of them, making sure they were successful, making sure they were HAPPY. I wanted to be a part of that,” Nikki said after filming the event. Stay tuned for the video, coming soon in the portfolio!

Name: Leeward Bean

Title: Chief Executive Frog

Company: Big Frog Custom T-Shirts

City: Dunedin, FL

Web site: www.bigfrog.com and www.bigfrogfranchise.com

 

What inspired you to found Big Frog Custom T-Shirts?

A young couple who worked with me at another company wanted to start their own business.

What do you like most about the your industry and community?

Helping people start their own businesses and making people smile when they get their new favorite T-shirt.

What challenges does your industry face?

Managing and directing 90 independently owned and operated business.

How do you measure your success?

How well our franchisees do.

What has been your greatest accomplishment in your career?

When we sold our last company, eleven people became millionaires.

What do you think is the biggest mistake companies make when working in your industry?

Not focusing on the franchisees.

What is the most interesting trend you see in your industry?

The ability to produce one T-shirt at a time cost effectively.

How has technology helped your work?

The extremely high resolution and reliability of the direct-to-garment printers.

How do you stay on top of your field?

Always putting the customer first and under promising and over delivering.

What resources do you recommend? (Books, magazines, web, etc.)

My favorite book is ‘Start With Why’ by Simon Sinek.

If you could give one piece of advice to Tampa Bay companies, what would it be?

Get up every morning with a positive mental attitude and listen to what people have to say; especially your customers.

What was your first job?

Selling eggs door to door when I was six years old.

What are your hobbies?

Fishing!

Favorite food?

Cuban sandwiches

Last book you read?

Total Control by David Baldacci

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