Archive for the ‘marketing’ Category
Tuesday, May 4th, 2010
I was just talking to a long time client today about various “happenings” in her business. The company is growing and adding many new services. Certainly an exciting time for any business owner. It has been the result of a lot of hard word and dedication. Unfortunately, this growth has also resulted in internal problems.
One of those problems, and certainly not a small one, is the owner lost control of her company. As a result of losing control the owner was becoming overly stressed and is losing business. Fortunately, the owner realized what was happening and is beginning to make the necessary changes to regain control and get the business back on track.
The specifics of how control was lost or why is not as important as how this happened. Basically, it occurred because the owner lost focus of the plan to grow the business. Management of the company was put into the hands of others, who had less passion for, and experience in the industry. While the owner was off doing what they thought was best, the management team had other ideas of how the company should operate and grow.
As a business owner, you need to constantly stay focused on the plan you put in place to achieve your dream, and not delegate it to others to work that plan. You need to work it, and if others are hired to help you, manage them closely and keep them accountable to you. Otherwise the results you achieve will be that of others.
Posted in 50+, Business Info, Economy, Faces Over 50, General Business, Management, Success Principles, entrepreneurship, family business, finance, marketing | No Comments »
Tuesday, February 9th, 2010
Although we use a GPS now more than we do roadmaps, I was looking at an old map recently and got to thinking about its similarity to a business plan.
Main thouroughfares or interstates are your basic idea.
Intersections or exit ramps are options you must decide to take -sometimes it is even necessary to reverse course a bit when you make a wrong turn or take a wrong exit just don’t back up the “off” ramp.
Corners or curves can be handled unless you’re going to fast or not paying attention; then you can lose it.
Above all, a map shows you were you started and where you are going. This is the same focus for a business plan.
A business plan won’t keep you from making mistakes but, like a map, it helps you to stay more or less on the right road until you get where you want to go; even with a few corrections along the way, Like our old maps, or the new GPS in your dash, it’s always good to have a plan ready and to actually use it.
Posted in 50+, Business Info, Economy, General Business, Management, Self employment, Success Principles, entrepreneurship, family business, finance, marketing, networking | No Comments »
Monday, December 8th, 2008
None of us like to receive junk mail. However, companies wouldn’t send pamphlets in the mail if it didn’t generate leads and sales.
Here are some tips on preparing and launching a direct-mail campaign:
1. Develop A Direct Mail Campaign Strategy. This involves developing a long range plan: when will you mail pieces (monthly, quarterly, etc.), how will it be delivered (mail, internet,), how much you’re willing to spend, and to whom you intend to reach. Also decide on the results you are seeking - increased sales, new leads, better branding or all of these.
2. Systematize Your Direct Mail Campaign. If you plan to send out four mailings a year, determine when you want the direct mail piece to be received by your target market and work backwards as to when the piece needs to be developed and when it has to be mailed. A master schedule should be developed so that those in charge of the campaign know exactly when everything has to be completed.
3. Make Your Piece Stand Out. Odd-sized mailers often help your piece stand out from the dozens of pieces sent out each week. One client I work with has a piece that features a picture of a comically dressed lady that people actually keep on their refrigerator for laughs. It also is a continual reminder of the products and services offered. Many times individuals call months after receiving the mailer.
4. Double check Your Mailing Lists. The average response rate to direct mail is about 2%. The percentage increases the more accurately you identify your target audience. If you purchase a mailing list, make sure you double check to insure the information is accurate and current .
5. Consider Using An Outside Marketing Company. Depending upon the size of the campaign or mailing, consider using a company that specializes in direct mail. It could make your life a whole lot easier.
6. Follow Up, Follow Up, Follow Up. Once you’ve sent out the piece have a plan to follow up to measure your impact. This is crucial to make sure you stay in front of your customers and be ready to act when they are ready to buy your product or service.
source
Posted in General Business, marketing, sales | No Comments »
