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People are still spending money; restaurants are still
busy. Here’s how to get those who still have money to
spend some of it with you.
Get back to basics with your message – back to why
the customer is buying from you in the first place. Has
your advertising gotten vague or self-indulgent over the
last few years? Consider a new, simple and frank message.
An “under-produced” ad may work better than anything
else you’ve done lately.
Close the deal. In your ads, ask consumers to act now,
and tell them what to do – maybe visit your Web site, or
one of your stores. Why captivate a consumer without
motivating an action? Ask for the order.
Promote a value. Consumers are more careful with
their money, but many will buy when you show them a
value to buying now. McDonald’s ‘08 sales went up 3%
with its dollar menu.
Promote a bonus. A gift with purchase will bring your
current customer back sooner and also lure new customers.
Even some car dealers are out with buy-one-get-one
car sales.
Ask for referrals and give rewards. Referrals are many
times more likely to buy than other potential customers,
and they buy at a higher profit margin than average.
Delight the customer. Walmart welcomes customers with
a free coffee station. A local car dealer offers free car
washes any day of the week. This keeps customers coming
back and the salespeople can say hello to their customers
without any pretense.
Adam Armbruster, TVWeek, 01/19/09
.......................................................................................................................................
Haynes Marketing Network is a full-service marketing and advertising agency
in Macon, Ga. 478-742-5266 www.haynesmarketing.com
Monday, March 16, 2009
A marketing plan tells where you're going, and how you will get there
In these times, a marketing plan is more important than ever.
Usually, a plan has four parts.
1) The situation analysis examines the strengths, weaknesses,
opportunities, and threats – SWOT – which your business faces.
Strengths and weaknesses are the competitive advantages and
disadvantages of your company versus others in the same or
related fields. Opportunities identify circumstances, current and
future, from which your business expects to benefit. Threats are
those obstacles which will prevent your taking advantage of
opportunities.
2) Goals are the results you want your company to achieve, while
objectives are the specific steps toward each goal. If the goal is to
increase sales of sports cars at a dealership by 10 percent, one
objective might be to increase sales of a specific model by 15
percent.
3) Strategies and tactics are the courses of action to reach
these goals and objectives. In our car example, one advertising
strategy could be to promote the car model in mass media that
targets 35-45 year-old males with high disposable incomes.
One tactic might be to place ads on radio stations which reach
that group effectively.
4) Budgeting requires that each tactic be assigned a realistic
cost.
The marketing plan’s priorities are: a) protect current market
share; b) expand primary market; c) develop secondary markets.
Create a plan for a year and update it quarterly, or when
market conditions change dramatically.
By being among the few who have an up-to-date marketing
plan, you gain a significant advantage against competitors,
most of whom do not have one.
.......................................................................................................................................
Haynes Marketing Network is a full-service marketing and advertising agency
in Macon, Ga. 478-742-5266 www.haynesmarketing.com
Usually, a plan has four parts.
1) The situation analysis examines the strengths, weaknesses,
opportunities, and threats – SWOT – which your business faces.
Strengths and weaknesses are the competitive advantages and
disadvantages of your company versus others in the same or
related fields. Opportunities identify circumstances, current and
future, from which your business expects to benefit. Threats are
those obstacles which will prevent your taking advantage of
opportunities.
2) Goals are the results you want your company to achieve, while
objectives are the specific steps toward each goal. If the goal is to
increase sales of sports cars at a dealership by 10 percent, one
objective might be to increase sales of a specific model by 15
percent.
3) Strategies and tactics are the courses of action to reach
these goals and objectives. In our car example, one advertising
strategy could be to promote the car model in mass media that
targets 35-45 year-old males with high disposable incomes.
One tactic might be to place ads on radio stations which reach
that group effectively.
4) Budgeting requires that each tactic be assigned a realistic
cost.
The marketing plan’s priorities are: a) protect current market
share; b) expand primary market; c) develop secondary markets.
Create a plan for a year and update it quarterly, or when
market conditions change dramatically.
By being among the few who have an up-to-date marketing
plan, you gain a significant advantage against competitors,
most of whom do not have one.
.......................................................................................................................................
Haynes Marketing Network is a full-service marketing and advertising agency
in Macon, Ga. 478-742-5266 www.haynesmarketing.com
Marketing is all you do to create a customer
And to make that customer a zealous convert to the way
you do business.
Advertising, selling, and product development are all marketing.
How your people dress is marketing. The location and
appearance of your stores is marketing. Your quality and service
levels are marketing.
All of these count, because marketing starts with a
problem, not a product. What customers really buy is a
belief that you will deliver on your implied promise to
solve their problem. Your marketing builds that belief.
.......................................................................................................................................
Haynes Marketing Network is a full-service marketing and advertising agency
in Macon, Ga. 478-742-5266 www.haynesmarketing.com
you do business.
Advertising, selling, and product development are all marketing.
How your people dress is marketing. The location and
appearance of your stores is marketing. Your quality and service
levels are marketing.
All of these count, because marketing starts with a
problem, not a product. What customers really buy is a
belief that you will deliver on your implied promise to
solve their problem. Your marketing builds that belief.
.......................................................................................................................................
Haynes Marketing Network is a full-service marketing and advertising agency
in Macon, Ga. 478-742-5266 www.haynesmarketing.com
Recession: a great time to steal market share
Your rivals are slashing their ad spending.Consider the
opportunity.
In effect, they are leaving the field of battle – the mind
of the consumer – to whoever is willing to take it.
If you have the money (and maybe the bravado), now
is your chance to capture, on the cheap, what you’ll pay
dearly for at a later date – market share. Here’s why.
More consumers are viewing more media
Consumers are cutting back on shopping, travel,
entertainment. They are spending more time indoors in
activities that don’t incur high costs. That means more
time viewing the television screen (broadcast, cable,
video-on-demand, DVDs, the Web) and the printed page
(magazines, newspapers, novels).
More viewers, but fewer ads
While consumers are spending more time viewing media,
marketers are cutting back on the number of ads they give
them to view. Fewer ads are placed, so there are fewer ads
to clutter the environments in which those ads appear. Ads
that are placed have a better chance of being noticed and
understood.
Less cost to reach these viewers
When a lot of advertisers reduce their buying, it creates a
lot of unsold inventory at media outlets. To meet revenue
goals, media are reducing their rates — up to 30% in some
Georgia markets.
Grab a bigger share of mind and market
Sales is the most critical roI metric. And, though marketers
who continue advertising in a recession will capture a
greater share of fewer sales, roI will suffer.
However, an increase in mind share results in an increase in
market share. And, a larger mind share gained in a depressed
market turns into a larger market share when the market expands.
An advertising message is like a walk through an unspoiled field
of grass. Walked through only once or twice, the path soon will
be lost. But, walking the path over and over makes it the
preferred route.
Marketers who keep delivering their message establish their paths
for the coming rebound.
Credits to Mark Dominiak and TelevisionWeek, Jan. 9, 2009
.......................................................................................................................................
Haynes Marketing Network is a full-service marketing and advertising agency
in Macon, Ga. 478-742-5266 http://www.haynesmarketing.com/
opportunity.
In effect, they are leaving the field of battle – the mind
of the consumer – to whoever is willing to take it.
If you have the money (and maybe the bravado), now
is your chance to capture, on the cheap, what you’ll pay
dearly for at a later date – market share. Here’s why.
More consumers are viewing more media
Consumers are cutting back on shopping, travel,
entertainment. They are spending more time indoors in
activities that don’t incur high costs. That means more
time viewing the television screen (broadcast, cable,
video-on-demand, DVDs, the Web) and the printed page
(magazines, newspapers, novels).
More viewers, but fewer ads
While consumers are spending more time viewing media,
marketers are cutting back on the number of ads they give
them to view. Fewer ads are placed, so there are fewer ads
to clutter the environments in which those ads appear. Ads
that are placed have a better chance of being noticed and
understood.
Less cost to reach these viewers
When a lot of advertisers reduce their buying, it creates a
lot of unsold inventory at media outlets. To meet revenue
goals, media are reducing their rates — up to 30% in some
Georgia markets.
Grab a bigger share of mind and market
Sales is the most critical roI metric. And, though marketers
who continue advertising in a recession will capture a
greater share of fewer sales, roI will suffer.
However, an increase in mind share results in an increase in
market share. And, a larger mind share gained in a depressed
market turns into a larger market share when the market expands.
An advertising message is like a walk through an unspoiled field
of grass. Walked through only once or twice, the path soon will
be lost. But, walking the path over and over makes it the
preferred route.
Marketers who keep delivering their message establish their paths
for the coming rebound.
Credits to Mark Dominiak and TelevisionWeek, Jan. 9, 2009
.......................................................................................................................................
Haynes Marketing Network is a full-service marketing and advertising agency
in Macon, Ga. 478-742-5266 http://www.haynesmarketing.com/
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