Sales And Promotion: How Savvy Entrepreneurs Create Avalanches Of Publicity!
(And How You Can Too!) So here’s a quick question for you.“How” apps do you currently have on your phone?And when you watch network TV, how many times have you text or called a friend to tell them about the totally awesome commercial you saw about the latest laundry detergent just released by company X?
In fact, when you think about all the conventional sales and promotion strategies that you’ve literally been exposed to, just within the last seven days, both on and offline!
How much of it has caused you to tell anybody about it?That many, huh? Well, if you’ve got conventional ad budgets in the hundreds of millions of dollars and you’re into (literally) spreading it all over the conventional advertising landscape!
Good news!The conventional advertisers will line up to take your money in droves!Of course, once you stop paying the outrageous prices for their non accountable (glitzy) ad campaigns, you do understand, that no matter “how” much money you’ve spent with them to date!
Once your ad money runs out, the ads stop!You get that right?Just checking!What about looking into a really viable, alternative form of advertising/marketing?
The kind that continues to positively promote your business long after your initial investment in the advertising/marketing campaign was originally started? Is that not interesting?
So How Do Extremely Savvy Entrepreneurs Use Relatively Simple Low Budget Sales And Promotion Strategies To Create Avalanches Of Positive Word Of Mouth Publicity?
(And Cause Some Of Their Best Customers To Quickly Become Some Of Their Biggest Advocates Practically Overnight!)
First of all, do you happen to personally know anybody that’s been fairly successful with any type of PPC (Pay Per Click) ad campaigns?If you do, if you and “if” they tell you the truth.
You’ll quickly discover, they’ve spent an awful lot of money, constantly testing and tweaking their ad campaigns! And the other thing is, anywhere from 90 to 95% of the people that see their paid ads, basically ignore them!Huh?
Meaning: at best, (the most) successful PPC ad campaigns, might get 10 out of every 100 eyeballs exposed to them, to at least initially click on their ad, in order to be taken to some type of web page.
Maybe it’s initially to some type of (hopefully) market tested lead capture page and or “if” the company advertising already has some type of (on or offline) brand equity, in which case, they may guide the visitors directly to their WordPress website and or blog etc.
But either way, to that point all they’ve literally succeeded in doing is generating a paid click to their site! And whether the visitor joins your list (if it’s a lead capture page) or they purchase something or not, if it’ a sales page of some kind!
That click and every one after it, costs the advertiser a certain amount of money, irregardless of the eventually outcome!
“How To” Put The Real Power Of Sales And Promotion To Work For You!
Now let’s contrast the conventional approach to sales and promotion,with heavy emphasis on conventional/traditional advertising methods, to the “think outside the box” (more entrepreneurial) advertising/marketing approach.
Let’s use (strictly) for hypothetical marketing purposes, an extremely savvy local jewelry store.Now if you live in (practically) any large city where’s there’s at least a couple of major jewelers.
You constantly see and hear their ads on local TV, in local major newspapers and all over local radio, correct?
Which means, they’ve got lots of greenbacks to invest in some alternative (battlefield tested) marketing strategies!So here’s the first (and primary) avalanche, positive “word of mouth and mouse” marketing campaign they will initially test.
Now fellas, (please) don’t take offense here!But they’re about to target their ace in the hole “secret” weapon here!Huh?
Ever Notice How Some Of The Best Small Business Marketing Strategies Have Nothing To Do With Thinking Small?
Lady consumers! 😎 Here’s “how.”They will target at least three of the tallest commercial real estate buildings in town, that just so happens to house anywhere from 40% to 80% (or more) county and state workers !
So the savvy jeweler (and or company X) is going to invest at least $10 to $15,000 dollars of their normal $30,000 to $50,000 dollar conventional ad budget, in creating an avalanche of “instant” positive word of mouse and mouth publicity!
They’re going to purchase about 100 5 foot Teddy bears, and 300 boxes of gourmet chocolates and purchase 25 dozen flower bouquets (from a local florist), and have 100 pair of extremely eye catching women’s diamond studding earrings and 60 really nice women’s bracelets!
And here’s “what” they’re gonna do with them!They are going to station two guys right outside the front door of the building, right out on the street.
Right before lunch time! And each guy will have a little semi portable booth, (more like a fold able card table and chair! 😎
Just in case they’re asked to move along really quickly! And the first twenty five ladies that approach them to ask “what’s” up? Guess what? They’re going to be asked “if” they’d like to be highly compensated office spokespersons for the jewelry concern!
And just for doing so, they’ll be given one 5 foot Teddy bear, a pair of eye catching ladies earrings, that normally retails for $300 dollars, plus, they’ll be given a box of gourmet chocolate and be given a card to call the local florist, and on any day they choose, the florist will deliver a dozen roses to them, courtesy of the jeweler! 😎
And after the first twenty women rush these guys and gals, then they’ll start selling everything at the jewelers actual cost!But stop and consider the reaction of the other lady workers, who haven’t gone outside for lunch and or a break yet!
“What” in the world do you think they will do, when they see some of their fellow co-workers, coming back from break and or lunch, carrying a (lady killer) 5 foot Teddy bear, a gourmet box of chocolates and some (to die for) diamond studded earrings and a (“where the heck did you get that simply to die for bracelet from?) charm bracelet on their wrist!
You think they’ll leave that scintillating office gossip conversation to head outside to investigate closer? Yep! In part two we’ll delve even deeper, until then, which of these two sales and promotion strategies, do you think will create the biggest avalanche of long term, positive word of mouth and mouse buzz? You got that right!
Now as is customary during this part of our show.
Please share your extremely valuable comments (in the comments section below) that you can apply to your business, product or service in the next 30 days or less!
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