Transcript Website Build Your Business

Build Your Business
Through Better Marketing
Presented by
ASI Distributor Services
www.ASICentral.com/marketing
• 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
• 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!
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• 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
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$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 Services
800-546-1350
www.asicentral.com/marketing