Category Archives: Best Marketing Tips

Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing is used to identify the customer, satisfy the customer, and keep the customer.

When using ATL, BTL or TTL for your promotion strategy

ATL
Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines to promote brands. Major uses include television and radio advertising, web and Internet banner ads. This type of communication is conventional in nature and is considered impersonal to customers. It differs from Below the line advertising, which believes in unconventional brand-building strategies, such as direct mail and printed media (and usually involve no motion graphics).

BTL
BTL is an activity as used by marketeers to bring in awareness to a specific target market, by following a conventional marcom approach that lays emphasis towards using various Direct Marketing tools.These may include activities such as direct mail, public relations, sales promotions for which a fee is agreed upon and charged up front, roadshows, placing stalls in malls, participating in exhibitions, undergoing door to door selling, test marketing, in-house public awareness campaigns and many more. Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates.

This type of marketing activity is often more cheap than ATL and is more focused and rather more quantitative then as compared to ATL that can be more expensive and more qualitative, since it focuses towards attracting the mass market in general.

In addition,above the line is much more effective when the target group is very large and difficult to define. But if the target group is limited and specific, it is always advisable to use BTL promotions for efficiency and cost-effectiveness. BTL is a common technique used for “touch and feel” products (consumer items where the customer will rely on immediate information rather than previously researched items).

TTL
“Through the line” refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the “line”. An example would be a TV commercial that says ‘come into the store to sample XYZ product’. In this example, the TV commercial is a form of “above the line” advertising and once in the store, the target customer is presented with “below the line” promotional material such as store banners, competition entry forms, etc..

Content resourced from Wikipedia

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Guerrila Marketing

In the world of marketing, there are dozens of approaches to promoting products, advertising services, and enhancing brand awareness. Guerrilla Marketing is a modern alternative to traditional marketing practices. Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.

The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral, or in the other words, The goal is to be super creative and create an interaction that the customer will not forget. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks. Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobile digital technologies to engage the consumer and create a memorable brand experience.

The term Guerrilla Marketing is now often used more loosely as a descriptor for non-traditional media, such as:

  •     Reverse Graffiti — clean pavement adverts
  •     Viral marketing — through social networks
  •     Presence marketing — marketing for being there
  •     Grassroots marketing — tapping into the collective efforts of brand enthusiasts
  •     Wild Posting Campaigns
  •     Alternative marketing
  •     Buzz marketing — word of mouth marketing
  •     Undercover marketing — subtle product placement
  •     Astroturfing — disguising company messaging as an authentic grassroots movement
  •     Experiential marketing — interaction with product
  •     Tissue-pack marketing — hand-to-hand marketing
  •     Live-in marketing — real life product placement – see related article or Hostival Connect
  •     Wait marketing — when and where consumers are waiting (such as medical offices and gas pumps) and receptive to communications

Guerrilla marketing was initially used by small and medium size (SMEs) businesses, but it is now increasingly adopted by large businesses.

Low Cost

Traditional marketing approaches can be very costly. Each year, companies spend billions of dollars on commercials, print ads, internet campaigns, billboards, and radio broadcasts. For small businesses, money is a precious resource. A huge benefit to guerrilla marketing is that it has a low cost. Typically, you will only need to pay for the workers who run the campaign and basic marketing materials such as flyers. This gives small businesses to opportunity to easily reach thousands of customers for a few hundred dollars.

Here are some examples of Guerilla Marketing Campaign from :
http://www.creativeguerrillamarketing.com/guerrilla-marketing/122-must-see-guerilla-marketing-examples/trackback/

Nikon Guerilla Marketing Campaign

Swiss Skydive Guerilla Marketing Campaign

Fitness First Guerilla Marketing Campaign

Discovery Channel Guerilla Marketing Campaign

Duracell Guerilla Marketing Campaign

Copenhagen Zoo

Mortein

Indonesian Railways

Axe Effect

 

 

 

Dealing With Difficult Customers, Angry Customers and Just Plain Rude Customers

When you have dealt with an angry customer, you may have asked yourself, “what does this person want from me?”. It is an important question with a number of answers. Knowing the answers will help you calm down an angry person and reduce hostile behavior directed at you. Learn what angry customers need and want. Customers want what they want. When we can’t give them what they ask for, there are some psychological needs that you can address. Fulfill these needs and you will reduce hostile behavior.

Dealing with abusive or difficult customers involves using a number of techniques, many of which are small, and easy to use. What you want to do is send a message that you are working with the customer, and not working against the customer. When the customer sees you as being on the same side, the customer is less likely to be aggressive or obnoxious, and tends to be more cooperative. You may find that replacing the words “you” and “I” with WE can give the impression you are on the same side as the client.

Here are the basic six-step process that can help you through trying times with difficult customers. The six steps are as follows:
1. Let the customer vent.
2. Avoid getting trapped in a negative filter.
3. Express empathy to the customer.
4. Begin active problem solving.
5. Mutually agree on the solution.
6. Follow up.

Letting the customer vent

When your customers are upset, they want two things: They want to express their feelings, and they want their problem solved. Some service providers view the customers’ venting as a waste of time because they want to move on and solve the problem. However, trying to resolve the situation without first listening to the customers’ feelings never works. Only after your customers have vented can they begin to hear what you have to say.

Nothing heats up customers with a problem faster than being told to calm down while they are venting. The best plan is to stay quiet and not make matters worse by interrupting the customer. Let the customers know that you are listening to them by doing these three things while they vent away:

  •     Nod your head frequently.
  •     Say uh-huh from time to time.
  •     Maintain eye contact.

Even though the customer’s anger may appear to be directed at you, remember that you are simply the person they are venting to and don’t take it personally.

Evading negative filters

The friction between you and a difficult customer is often worsened by how you interpret his or her behaviors. Take a moment and think of some of the names that you call your difficult customers — not to their face, but privately, under your breath. You may even want to jot a few of your favorites down in disappearing ink.

As soon as you pin one of these labels on a customer, it becomes a negative filter that dramatically changes how you see, speak, and listen to the other person. If left unchecked, negative filters can get out of control and spread like wildfire, creating a situation where positive communication with a customer is extremely difficult, if not impossible.

Inevitably, you’ll have negative filters about some of your customers, some of the time. The idea is to avoid getting stuck in these negative filters by switching to a service filter. You do so by asking yourself the question: “What does this customer need and how can I provide it?”

This question provides you with an alternative filter because as soon as you ask it, your focus changes. By changing where you aim your attention, you illuminate the issues that need to be addressed — rather than your personal feelings about the customer’s behavior.

Expressing empathy

If you give customers a chance to vent, they will eventually run out of steam; then you can begin to participate more actively in the conversation. Giving a brief and sincere expression of empathy works wonders to calm a difficult customer. By letting customers know that you understand why they are upset, you build a bridge of rapport between you and them.

Empathy is not sympathy. Sympathy is when you over-identify with the other person’s situation.

Empathic phrases are a simple and easy way of conveying that you understand your customer’s situation. The types of phrases that best express empathy to a customer include the following:

  •     I can see why you feel that way.
  •     I see what you mean.
  •     That must be very upsetting.
  •     I understand how frustrating this must be.
  •     I’m sorry about this.

Some service providers feel uncomfortable apologizing to the customer because they see it as an admission of guilt. Saying “I’m sorry” to a customer does not imply that you or your company did anything wrong; it simply conveys that you are genuinely sorry that the customer has had a bad experience. By using a genuinely warm and caring tone, you enhance the meaning and effectiveness of empathic phrases.
Actively problem solving

Begin active problem solving by asking questions that help clarify the cause of the customer’s problem. As you ask the customer questions, be sure to listen to everything she says and don’t jump to conclusions.

Mutually agreeing on the solution

After you gather all the facts, you need to work with your customer to come up with an acceptable resolution. If you haven’t already discovered what will make him happy, ask. You may, at this point, find it necessary to take a brief time-out from the customer so that you can do the behind-the-scenes work necessary to solve the problem. In this case, be sure that the customer knows exactly why you are asking him to wait and how long it will take for you to get back to him. Finally, when you both agree on how to resolve the problem, explain the steps that you will take to implement the solution.

Don’t promise what you can’t deliver. Be honest and realistic when telling the customer what you will do.

Following up

You can score big points on the service scoreboard by following up with your customers — by phone, e-mail, or letter — to check that the solution worked. If you contact the customer and find out that he or she is not satisfied with the solution, continue to look for another, more workable solution.

Effective follow-up also includes fixing the procedures that are causing the problem to begin with. By spending time solving internal service delivery problems, you prevent them from occurring in the future.

Perhaps most important is that don’t lose your self control. If you lose your self control you also lose control over the situation, and in the worst case scenario, the situation can escalate into verbal threats, or even personal violence. Physical violence from customers occurs when things get out of control, and the best way to protect yourself is not to lose control of your self.

Sources: Many References on internet..

Marketing Mix

Marketing mix is a combination of marketing tools that are used to satisfy customers and company objectives. There are variables known as the marketing mix or the 4 P’s of marketing which is “Product”,”Price”,”Place (distribution)”, and “Promotion”. However, in recent times, the ‘four Ps’ have been expanded to the ‘seven Ps’ with the addition of ‘process’, ‘physical evidence’ and ‘people’. They are the variables that marketing managers can control in order to best satisfy customers in the target market.


Product

  • The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering.
  • Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.

Price

  • Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.

Place

  • Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions.
  • Distribution decisions include market coverage, channel member selection, logistics, and levels of service.

Promotion

  • Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them.
  • Promotion decisions involve advertising, public relations, media types, etc.

The following table summarizes the marketing mix decisions, including a list of some of the aspects of each of the 4Ps.

Robert F. Lauterborn proposed a four Cs classification in 1993. The Four Cs model is more consumer-oriented and attempts to better fit the movement from mass marketing to niche marketing.

  • Product part of the Four Ps model is replaced by Consumer or Consumer Models, shifting the focus to satisfying the consumer needs. Another C replacement for Product is Capable. By defining offerings as individual capabilities that when combined and focused to a specific industry, creates a custom solution rather than pigeon-holing a customer into a product.
  • Pricing is replaced by Cost reflecting the total cost of ownership. Many factors affect Cost, including but not limited to the customer’s cost to change or implement the new product or service and the customer’s cost for not selecting a competitor’s product or service.
  • Promotions feature is replaced by Communication which represents a broader focus than simply Promotions. Communications can include advertising, public relations, personal selling, viral advertising, and any form of communication between the firm and the consumer.
  • Placement is replaced by Convenience. With the rise of internet and hybrid models of purchasing, Place is becoming less relevant. Convenience takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors.

 

 

 

CRM (customer relationship management)

Customer Relationship Management (CRM) is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects.

Many organizations turn to CRM software to help them manage their customer relationships. Many CRM vendors offer Web-based tools (cloud computing) and software as a service (SaaS), which are accessed via a secure Internet connection and displayed in a Web browser.

Benefits of Customer Relationship Management :

  •     Quality and efficiency
  •     Decrease in overall costs
  •     Decision support
  •     Enterprise ability
  •     Customer Attention
  •     Increase profitability

Here are some modules common to most of packaged CRM Software:
Sales Force Automation

  •     Contact management
  •     Contact management software stores, tracks and manages contacts, leads of an enterprise.
  •     Lead management
  •     Enterprise Lead management software enables an organization to manage, track and forecast sales leads. Also helps  understand and improve conversion rates.

eCRM or Web based CRM

  •     Self Service CRM
  •     Self service CRM (eCRM) software Enables web based customer interaction, automation of email, call logs, web site analytics, campaign management.
  •     Survey Management Software
  •     Survey Software automates an enterprise’s Electronic Surveys, Polls, Questionnaires and enables understand customer preferences.

Customer Service

  •     Call Center Software

A call center is a sophisticated voice operations center that provides a full range of high-volume, inbound or outbound call-handling services, typically including customer support, operator services and directory assistance. It generally refers to reservations centers, help desks, information lines or customer service centers. A call center consists of a complex telecommunication infrastructures, sophisticated computer systems and skilled service representatives organized to effectively manage the incoming and outgoing telephone calls. CRM call center module captures the vast amount of data in call center operation, prioritize call center service, and direct incoming calls to the appropriate service representatives.

  •     Help Desk Software

Help desk software can improve customer satisfaction and productivity by automating customer support processes. Basic features of help desk software includes requests submission, email notification, searching Knowledge Base and administration interfaces. Web-based helpdesk software allows users to search support knowledge base so that users can either find the answer online without calling a support representative or ask more specific questions when they do need to talk to a live person for support.

Partner Relationship Management

  •     Contract Management Software

Contract Management Software enables an enterprise to create, track and manage partnerships, contracts, agreements.
Example: Upside Software, Accruent Software, diCarta, I-Many.

  •     Distribution management  Software

Distribution Management System, which simplifies and manages each phase of your distribution chain from customers, ordering, delivery, payment, inventory, and right through to services management. Distribution Management System facilitates the coordination of sales work in a best possible way.

Why You Need SEO for Your WEBSITE?

Before you can understand the reasons for using SEO, it might be good to have a definition of what SEO. SEO stands for search engine optimization. SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query.

Good SEO can be very difficult to achieve, and great SEO seems pretty well impossible at times.
Why is search engine optimization so important? Think of it this way: If you’re standing in a crowd of a few thousand people and someone is looking for you, how will they find you? In a crowd that size, everyone blends together. Now suppose there is a system that separates groups of people.  Maybe if you’re a woman you’re wearing red and if you’re a man you’re wearing blue.
Now anyone looking for you will have to look through only half the people in the crowd. You can further narrow the group of people to be searched by adding additional differentiators until you have a small enough group that a search query can be executed and the desired person can be easily found.

Your web site is much like that one person in the huge crowd. In the larger picture your site is nearly invisible, even to the search engines that send crawlers out to catalog the Web.

To get your site noticed, both by crawlers and visitors, certain elements must stand out. That’s why you need search engine optimization to help you focus on the right elements.

By accident, your site will surely land in a search engine; and it’s likely to rank within the first few thousand results without any effort from you. A crawler will eventually find the site and bury it somewhere in the results with every other web site on the same topic.

Clearly, that’s not good enough. Being ranked on the ninth or tenth page of search results is tantamount to being invisible. To be noticed, your site should be ranked much higher.

To achieve a high position in search results, your site must be more than simply recognizable by a search engine crawler. It must satisfy a set of criteria that not only gets the site cataloged, but can also get it cataloged above most (if not all) of the other sites that fall into that category or topic. This is no easy task.

To implement SEO strategies you have to defining some sort of goal you want to accomplish. For example,one goal might be to increase the amount of traffic your web site receives. Another might be to increase your exposure to potential customers outside your geographic region.Another reason you might consider investing in SEO is to increase your revenues, which you can do by funneling site visitors through a sales transaction while they are visiting your web site. For example, a goal to “increase web-site traffic” is far too broad. Of course you want to increase your web-site traffic. However, if you change that goal to ‘‘increase the number of visitors who complete a transaction of at least $25,’’ you are much more likely to implement the SEO that will indeed help you reach that goal.

Make sure the goal is specific and attainable. Otherwise, it’s very easy to become unfocused with your SEO efforts. In some cases, you can spend all your time chasing SEO and never accomplish anything.
As mentioned previously, search engines regularly change the criteria for ranking sites. They started doing this when internal, incoming, and external links became a factor in SEO.

That’s always a good idea to review your SEO goals and plans periodically — at least every six months, and quarterly is better.

Sales Scripts – How to persuade your prospects

The “Persuasion Sales Scripts” have many benefits. The key thing that they do is they turn average salespeople into good salespeople, by simply giving them a script to follow, so that they can implement what the top salespeople in their industry are doing. It allows them to be able to replicate better results on a more consistent basis than the average performances that they are currently putting in. The benefit of a “Persuasion Sales Script” is it gives people a formula to follow, where they can check in and see what actually stopped them from making a sale and points that they could do in the future by following the script to give them the formula to be able to close the deal.

How often you found the word similar like these?

  • Saya sedang sibuk untuk berbicara hari ini.
  • Anda menghabiskan waktu anda saja
  • Saya tidak tertarik
  • Kirimkan saja brosur produk anda
  • Atasan saya sedang rapat
  • Atasan saya sedang keluar kota
  • Saya tidak ada waktu, sedang banyak pembeli

How a salesperson should have the right mindset in the face of rejection, because the rejection is given by the prospective customer actually is not a truth denial.

What will you do when customers complain or reject of the offers that you provide? There are many ways that we can do to deal with customer objections, one of which is the QUIET method, which stands for: Question, Understand, Identify, Empathize and Test.