In improving your web sites search engine ranking you need to understand there are two sides to getting listed higher, on-site and off-site.
First you need to make sure that your web site hasn’t been developed in a way that prevents the search engines form reading your content.
Second you need to determine what phrases and search terms you would like to gain in the rankings. Then do an extensive keyword search to ensure you are targeting the best opportunities for your site and your business.
Third, look for ways to build incoming links to your web site, while staying away from paying for links. This will not only improve your sites ranking and increase the frequency your site is crawled but the search engines.
Larson Note: The above has been stalwarts for getting web sites ranked higher for years and I don’t see that changing. IN the same vain we at Larson’s are always looking for companies to set up receperiacal links with. Email or call us to see if we have your category open.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Tuesday, March 31, 2009
Monday, March 30, 2009
Using Secret Shoppers In Economic Turbulence
When attempting to develop brand loyalty even in hard times is to create difference experiences that let you stand out from the pack and inspire your customers and prospects. Loyalty cards and point programs encourage repeat business but does not necessarily create long term customers. The program ends and the customers “fly south”.
Take a look at all touch points that your company has interaction with the customer. Is your phone system customer friendly? Do you invoices look professional? Is your welcome pack professional?
One way to keep you and your company in “shape” is to make use of a secret shopper. Don’t think you are too good for it. Get someone or hire a service to have someone go through the entire buying process with your staff. If you’re on a tight budget get a friend to do it for you. You could even do a reciprocal deal with them where you become a secret buyer for them.
If this person finds the purchasing experience satisfactory, great! But what about the after sale experience? This is especially important in a long term complex sale relationship. When they call or visit again is your staff ready to create a platinum experience for them?
Most marketing is focused on bring in NEW customers, but why not shoot some of that effort on keeping what you already have.
Larson note: Don’t ever think you are too good to improve. I’m not, you’re not. Believe me complacency breeds contempt. We can all do better. If you’re the best in your field raise the bar. Make it harder for your competition to out do you and WOW your business
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Want more Larson? Register to receive our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing your business. Call or email to get your spot to pick my brain for 30 minutes today.
Take a look at all touch points that your company has interaction with the customer. Is your phone system customer friendly? Do you invoices look professional? Is your welcome pack professional?
One way to keep you and your company in “shape” is to make use of a secret shopper. Don’t think you are too good for it. Get someone or hire a service to have someone go through the entire buying process with your staff. If you’re on a tight budget get a friend to do it for you. You could even do a reciprocal deal with them where you become a secret buyer for them.
If this person finds the purchasing experience satisfactory, great! But what about the after sale experience? This is especially important in a long term complex sale relationship. When they call or visit again is your staff ready to create a platinum experience for them?
Most marketing is focused on bring in NEW customers, but why not shoot some of that effort on keeping what you already have.
Larson note: Don’t ever think you are too good to improve. I’m not, you’re not. Believe me complacency breeds contempt. We can all do better. If you’re the best in your field raise the bar. Make it harder for your competition to out do you and WOW your business
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Want more Larson? Register to receive our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing your business. Call or email to get your spot to pick my brain for 30 minutes today.
The Week Ahead for March 30 – April 3, 2009
Monday:
Tuesday: March consumer confidence, January Case-Shiller home price index
Wednesday: March institute for Supply Management index, March vehicle sales, February construction spending
Thursday: Weekly initial jobless claims, February factory orders,
Friday: March employment report
Larson note: Aside from expecting employment to continue to be heading south the news is going to start to get better. In one respect it might be good that banks are still being tight with money making people and companies live off their given cash flow. Yet, to make a splash for larger pieces of equipment and appliances the banks have to let loose of some of that cash they have been getting from US.
People are feeling good or better about things, even if Obama’s approval rating is going down.
Larson & Associates March’s sales will be posted next week but they have pushed will past last year’s sales numbers.
In our annual training/planning trip this year to a Northern Wisconsin resort we made a few slight adjustments to the overall business plan for 2009 but it remains for the most part intact and on target
We are still looking for that elusive sales representive for the Central States but not really concerned.
As it is our focused industries we are looking to add clients in are Advertising Specialties, Trade Show Booth Builder, Sign Shop, and an Art Studio. Special bird dog rates apply in these industries
Trade show schedule: Design 2 Part Job Shop Show, Schaumburg IL May 5&6, Time slots still available to meet over coffee.
Racing schedule: Palatine Invite Alumni 1 mile run Saturday April 24, Madison Marathon Sunday May 24th.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
P.P.P.S. subscribe to our newsletter "Mastering Marketing Monthly" at larsonassoc1980@yahoo.com
Tuesday: March consumer confidence, January Case-Shiller home price index
Wednesday: March institute for Supply Management index, March vehicle sales, February construction spending
Thursday: Weekly initial jobless claims, February factory orders,
Friday: March employment report
Larson note: Aside from expecting employment to continue to be heading south the news is going to start to get better. In one respect it might be good that banks are still being tight with money making people and companies live off their given cash flow. Yet, to make a splash for larger pieces of equipment and appliances the banks have to let loose of some of that cash they have been getting from US.
People are feeling good or better about things, even if Obama’s approval rating is going down.
Larson & Associates March’s sales will be posted next week but they have pushed will past last year’s sales numbers.
In our annual training/planning trip this year to a Northern Wisconsin resort we made a few slight adjustments to the overall business plan for 2009 but it remains for the most part intact and on target
We are still looking for that elusive sales representive for the Central States but not really concerned.
As it is our focused industries we are looking to add clients in are Advertising Specialties, Trade Show Booth Builder, Sign Shop, and an Art Studio. Special bird dog rates apply in these industries
Trade show schedule: Design 2 Part Job Shop Show, Schaumburg IL May 5&6, Time slots still available to meet over coffee.
Racing schedule: Palatine Invite Alumni 1 mile run Saturday April 24, Madison Marathon Sunday May 24th.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
P.P.P.S. subscribe to our newsletter "Mastering Marketing Monthly" at larsonassoc1980@yahoo.com
Friday, March 27, 2009
E-Mailing In Economic Turmoil
In an economic downturn like we now have, if you can add customization to your marketing attck you will improve your effectiveness.
According to Forrester Research 77% of consumers say they find personalized product recommendations valuable when shopping. If you are able to tailoring individual e-mails with product recommendations based on a customer’s past shopping experience and history, it will allow retailers to increase their chances of making browsers into buyers. That is a hard enough task even in good times but when the market goes south it becomes even harder. If you go the e-mail route, you are able to re-engage your customer or prospect and get them center stage on what is or might be important to them.
Larson note: Engaging customers with information (about you) on topics that they are interested in is so important. Engage people, even online. Don’t whack them over the head with things they are not interested in. People are buying. Give them a reason to buy from you
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
*Source: Forrester Research
P.S. Want more Larson? Register to receive our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing your business. Call or email to get your spot to pick my brain for 30 minutes today.
According to Forrester Research 77% of consumers say they find personalized product recommendations valuable when shopping. If you are able to tailoring individual e-mails with product recommendations based on a customer’s past shopping experience and history, it will allow retailers to increase their chances of making browsers into buyers. That is a hard enough task even in good times but when the market goes south it becomes even harder. If you go the e-mail route, you are able to re-engage your customer or prospect and get them center stage on what is or might be important to them.
Larson note: Engaging customers with information (about you) on topics that they are interested in is so important. Engage people, even online. Don’t whack them over the head with things they are not interested in. People are buying. Give them a reason to buy from you
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
*Source: Forrester Research
P.S. Want more Larson? Register to receive our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing your business. Call or email to get your spot to pick my brain for 30 minutes today.
Thursday, March 26, 2009
Why Use Promotional Products
Promotional products in a targeted marketing campaign are a very effective way to get not only noticed but remembered.
When pairing your marketing attack with the right promotional products a target marketing campaign can bring your campaign to life. But enhancing the connection with more of the five senses than other forms or marketing. According to a survey conducted but LJ Market Research, more that 76% of respondents could recall the companies name on a promotional / advertising specialty product they received in the last 12 months. When you consider the cost per impressions that kind of recall is totally off the charts.
Larson note: When you consider Advertising Specialty piece you can’t just go out and buy any old piece and slap your name and logo on it. You need to be looking at how the item ties in with your company, your product and your desired outcome. People do save these little things (forever) and they can sit in a desk drawer for years.
Pick the wrong item and it goes to the kids to play with, but even “squishy” toys don’t automatically go to the children. I have a few choice items sitting in and on my desk. Where would yours go and would your marketing promo piece be remembered 12 months later?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Want more Larson? Register to receive our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing your business. Call or email to get your spot to pick my brain for 30 minutes today.
When pairing your marketing attack with the right promotional products a target marketing campaign can bring your campaign to life. But enhancing the connection with more of the five senses than other forms or marketing. According to a survey conducted but LJ Market Research, more that 76% of respondents could recall the companies name on a promotional / advertising specialty product they received in the last 12 months. When you consider the cost per impressions that kind of recall is totally off the charts.
Larson note: When you consider Advertising Specialty piece you can’t just go out and buy any old piece and slap your name and logo on it. You need to be looking at how the item ties in with your company, your product and your desired outcome. People do save these little things (forever) and they can sit in a desk drawer for years.
Pick the wrong item and it goes to the kids to play with, but even “squishy” toys don’t automatically go to the children. I have a few choice items sitting in and on my desk. Where would yours go and would your marketing promo piece be remembered 12 months later?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Want more Larson? Register to receive our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing your business. Call or email to get your spot to pick my brain for 30 minutes today.
Friday, March 20, 2009
Keep your Data Clean & Accurate
There is one asset you have that should be kept in perfect shape no matter what happens to the economy and that is your customer and prospect data.
Having accurate current, correct and precise data is the key drive for maximum ROI. Poor data translates into bad decisions which can impact your entire organization in a negative way. Think about it, wrong customers getting the wrong message or campaign that is irrelevant to them, leading to dissatisfied customers not buying.
Always be looking over your data, making changes where necessary, adding, subtracting new or changed material.
When you add in new data, get it accurate from the start. Intelligent tools that can validate information as it is being collected are crucial to reducing errors and pay for themselves by the elimination of errors.
Work in a hygiene regimen. Things change. So once you capture good clean data on companies or people it is important that you do your best to keep it that way. Run change of address processing on records as close to the mailing date as possible. In a report from the US Postal Service 4.7% of all mail is undeliverable. Reduce your marketing dollar waist! Prevention is cheaper than fixing the problem after the fact.
Larson Note: Addresses, e-mail addresses, phone numbers, names of key contacts. Things change. Are you one of the ones loosing 4.7% of your marketing dollars?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Experian Marketing Services, USPS
Having accurate current, correct and precise data is the key drive for maximum ROI. Poor data translates into bad decisions which can impact your entire organization in a negative way. Think about it, wrong customers getting the wrong message or campaign that is irrelevant to them, leading to dissatisfied customers not buying.
Always be looking over your data, making changes where necessary, adding, subtracting new or changed material.
When you add in new data, get it accurate from the start. Intelligent tools that can validate information as it is being collected are crucial to reducing errors and pay for themselves by the elimination of errors.
Work in a hygiene regimen. Things change. So once you capture good clean data on companies or people it is important that you do your best to keep it that way. Run change of address processing on records as close to the mailing date as possible. In a report from the US Postal Service 4.7% of all mail is undeliverable. Reduce your marketing dollar waist! Prevention is cheaper than fixing the problem after the fact.
Larson Note: Addresses, e-mail addresses, phone numbers, names of key contacts. Things change. Are you one of the ones loosing 4.7% of your marketing dollars?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Experian Marketing Services, USPS
Thursday, March 19, 2009
Consumers Feelings on Receiving E-Mail
Retailers should e-mail me content based on what they know about me
37% Disagree
63% Agree
Actions consumers take on receiving e-mail from retailers
88% Download or print coupons
79% Click link in e-mail to learn more
75% Purchase product online
69% Research stores that carry product
67% Purchase product offline
60% Try new product for the first time
55% Share coupon/forward e-mail
33% Type/copy URL directly
Source: Epsilon mid-October survey of 746 consumers who receive permission based e-mail. Released February 2009
Larson Note: Would a coupon push your brand? Buy one get one free, 10% off, We see it in the newspapers and online but for your company? Never underestimate the power to the coupon. Some people are adamant about coupon clipping and using them. If the shoe fits wear it, or in this case try it. Run a test with an online coupon or a print coupon, can it hurt?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
37% Disagree
63% Agree
Actions consumers take on receiving e-mail from retailers
88% Download or print coupons
79% Click link in e-mail to learn more
75% Purchase product online
69% Research stores that carry product
67% Purchase product offline
60% Try new product for the first time
55% Share coupon/forward e-mail
33% Type/copy URL directly
Source: Epsilon mid-October survey of 746 consumers who receive permission based e-mail. Released February 2009
Larson Note: Would a coupon push your brand? Buy one get one free, 10% off, We see it in the newspapers and online but for your company? Never underestimate the power to the coupon. Some people are adamant about coupon clipping and using them. If the shoe fits wear it, or in this case try it. Run a test with an online coupon or a print coupon, can it hurt?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Wednesday, March 18, 2009
Do You Have a Recession Strategy?
So we have a little downturn or do we. If you live in the macroeconomic world. Yes you might have a recession in your life. If you’re living in a micro economic world you don’t have to be. That is not to say you can just close your eyes to what is happening around you. You still need to be mindful or all things, but it does not have to be affecting you the same way it does the “big” guys.
I find the statics above a little interesting. For people to say, what recession is like an ostrich with its head in the sand. To say we don’t need one is like saying no this can’t happen to me. I like the middle of the road approach of targeting buyers and doing some proper budget cutting. If done right there are no ill effects to cutting the fat.
Larson Note: You can not only grow but grow in double digits in this economic mess. Keep your site set on you and your company’s goals and at the same time don’t get blindsided. Go out and make a little bit of a mess for your competition. Make them do dumb stuff to try to keep up with what you are doing. Make them always second guessing on what you are going to do next. And when that next does come, don’t do it half heartedly but full force. There can be no half way measures. Go for the juggler
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
I find the statics above a little interesting. For people to say, what recession is like an ostrich with its head in the sand. To say we don’t need one is like saying no this can’t happen to me. I like the middle of the road approach of targeting buyers and doing some proper budget cutting. If done right there are no ill effects to cutting the fat.
Larson Note: You can not only grow but grow in double digits in this economic mess. Keep your site set on you and your company’s goals and at the same time don’t get blindsided. Go out and make a little bit of a mess for your competition. Make them do dumb stuff to try to keep up with what you are doing. Make them always second guessing on what you are going to do next. And when that next does come, don’t do it half heartedly but full force. There can be no half way measures. Go for the juggler
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
New Yahoo Products for Search & Display
Yahoo is launching 3 new search and display ad products which will allow Yahoo advertisers to better reach their targeted customers.
Trying to target the ROI (how many blogs have I been talking about this number to you now?) of yahoo business buyers or marketing and advertising services, Yahoo on February 24th announced 3 new tools to increase the performance of online advertising.
Search Retargeting
Enhanced retargeting
Enhanced Targeting
The Search Retargeting tool will allow advertisers to offer display ad placement though out the Yahoo network based on consumer search patterns.
The Enhanced Retargeting is for display ads that will incorporate behavioral targeting by allowing brands to personalize messaging within a display add.
Finally the Enhanced Targeting service will allow advertisers using Yahoo Search ads to more specifically target consumers by tie of day or week demographics. Companies and brands can very their bid patterns based on these variables.
The pilot program was launched in the 4th quarter of last year and these products in not available now should be some time this (March) month.
Larson Note: Looking to hit your nitch with paid searches. This looks like pretty good stuff if you want to pay the price. I do like the last service, Enhanced Targeting, most of all. To be able to vary the cost based on time of day or day of the week is, to me, an excellent idea. Think about it. If you’re a b2b company why would you want to pay the same price on weekends as you do Monday through Friday? This will enable advertisers to use engagement information collected to improve search ROI. Now what is Google’s response going to be?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Direct Marketing Association
Trying to target the ROI (how many blogs have I been talking about this number to you now?) of yahoo business buyers or marketing and advertising services, Yahoo on February 24th announced 3 new tools to increase the performance of online advertising.
Search Retargeting
Enhanced retargeting
Enhanced Targeting
The Search Retargeting tool will allow advertisers to offer display ad placement though out the Yahoo network based on consumer search patterns.
The Enhanced Retargeting is for display ads that will incorporate behavioral targeting by allowing brands to personalize messaging within a display add.
Finally the Enhanced Targeting service will allow advertisers using Yahoo Search ads to more specifically target consumers by tie of day or week demographics. Companies and brands can very their bid patterns based on these variables.
The pilot program was launched in the 4th quarter of last year and these products in not available now should be some time this (March) month.
Larson Note: Looking to hit your nitch with paid searches. This looks like pretty good stuff if you want to pay the price. I do like the last service, Enhanced Targeting, most of all. To be able to vary the cost based on time of day or day of the week is, to me, an excellent idea. Think about it. If you’re a b2b company why would you want to pay the same price on weekends as you do Monday through Friday? This will enable advertisers to use engagement information collected to improve search ROI. Now what is Google’s response going to be?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Direct Marketing Association
Tuesday, March 17, 2009
Keeping up with CAN-SPAM FTC rule changes
There are changes to Can-Spam. These new rule changes address four areas: new opt-out requirements; designated sender rule for multiple advertisers; more flexibility on displaying a valid postal address, and clarified definition of a “person.”
The opt-out mechanism will affect a number of marketers. It specifies that marketers must provide a clear and simple unsubscribe mechanism. By only providing an e-mail address, a recipient can simply send a reply e-mail message to unsubscribe or visit a single Internet Web page to opt out of receiving a sender's future e-mails. Forcing subscribers to log into their accounts to unsubscribe or to provide information in addition to an e-mail address is now illegal. For some, this poses big changes.
The designated sender rule can impact marketers using co-registration services or providing multiple parties opportunities to participate in their e-mail communications. The sole sender appearing in the From line becomes the designated sender of the e-mail and bears the responsibility for all participating advertisers in complying with the key provisions of CAN-SPAM. The designated sender must process the opt-outs for all partners listed. Its impact comes when the subscriber simply replies to the e-mail message to unsubscribe. If a marketer includes many partners in an e-mail message, then the sender will need to either unsubscribe the recipient from all the partners' lists or take the recipient to a Web page for this purpose.
The third rule might make things easier for marketers. The Act has been changed to satisfy the requirement that a commercial e-mail display a valid physical address. Marketers can now use an accurately registered post office box or a private mailbox established under US Postal Service regulations.
The last change stipulates that the term “person” doesn't necessarily mean an actual, lone human. “Person” now applies to individuals, groups, unincorporated associations, limited or general partnerships, corporations, non-profits or other business entities. Each of these organizations, when sending e-mail, must offer an opt-out and comply with CAN-SPAM. This rule change could impact nonprofits and associations that use e-mail as a service update or as a channel for raising funds.
Larson Note: Happily we have been following all these new rules all along. Emailing is an ongoing process of taking names out of your list, adding new ones in. It can be a rewarding part and tool in your marketing attack but needs to be kept up with constantly.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
The opt-out mechanism will affect a number of marketers. It specifies that marketers must provide a clear and simple unsubscribe mechanism. By only providing an e-mail address, a recipient can simply send a reply e-mail message to unsubscribe or visit a single Internet Web page to opt out of receiving a sender's future e-mails. Forcing subscribers to log into their accounts to unsubscribe or to provide information in addition to an e-mail address is now illegal. For some, this poses big changes.
The designated sender rule can impact marketers using co-registration services or providing multiple parties opportunities to participate in their e-mail communications. The sole sender appearing in the From line becomes the designated sender of the e-mail and bears the responsibility for all participating advertisers in complying with the key provisions of CAN-SPAM. The designated sender must process the opt-outs for all partners listed. Its impact comes when the subscriber simply replies to the e-mail message to unsubscribe. If a marketer includes many partners in an e-mail message, then the sender will need to either unsubscribe the recipient from all the partners' lists or take the recipient to a Web page for this purpose.
The third rule might make things easier for marketers. The Act has been changed to satisfy the requirement that a commercial e-mail display a valid physical address. Marketers can now use an accurately registered post office box or a private mailbox established under US Postal Service regulations.
The last change stipulates that the term “person” doesn't necessarily mean an actual, lone human. “Person” now applies to individuals, groups, unincorporated associations, limited or general partnerships, corporations, non-profits or other business entities. Each of these organizations, when sending e-mail, must offer an opt-out and comply with CAN-SPAM. This rule change could impact nonprofits and associations that use e-mail as a service update or as a channel for raising funds.
Larson Note: Happily we have been following all these new rules all along. Emailing is an ongoing process of taking names out of your list, adding new ones in. It can be a rewarding part and tool in your marketing attack but needs to be kept up with constantly.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Cut Marketing Costs And Still Grow
As business owners, we're all under extreme pressure right now to cut our costs. Unfortunately, many business owners get so focused on reducing costs, and not looking at the cost to revenue ratios that are affected. They lose sight of what it's going to do to the business. It's hard to grow if you don't have any customers.
Reducing marketing costs without screwing up your ability to grow is easier than you might think.
Here are five ways to do that.
Start by eliminating the waste out of your program. Over the years I've looked at quite a few marketing programs, and I can tell you that almost all of them have some kind of money drain or area that allow leads to be lost.
Before you cut anything, take a good hard look at what you're doing. Are there programs that aren't delivering the results you anticipated or wanted? Fix them or get rid of them.
Are there programs that can't be traced to increasing sales opportunities? I might differentiate myself and my company here but we are Larson & Associates are results focused. We don’t put in place too many marketing of advertising programs for name recognition. We put results first and foremost in everything we do. NO results, there is no reason to have the program continue. Unless you have a pile of extra money hanging around somewhere that you just want to waist and play around with, now is not the time to be spending money on marketing that don't generate more leads and sales or develop the ones you now have.
You need to make fewer marketing mistakes. Another way to say this is maybe it’s time to turn to people who know what they're doing. Believe it or not marketing and advertising and their proper use are really not all that simple as it looks. In the last 2 years it has changed quite a. Customers and prospects are in charge now, and they're looking for you online. If you're not on the internet, you're not in the game. If you don’t understand Social Media Marketing your attack is on a 4 legged stool with on leg cut off.
While I admire business owners who try to figure marketing out for themselves, it can waste a lot of time and can lead to mistakes that could be avoided with some industry experience. If you don’t have a marketing pro on staff or somewhere on your team you're probably wasting money.
Next you need to be nurturing what you've got going in the pipeline already. A bird in had is worth two in the bush. Don’t ever forget that! Successful lead generation programs bring in people in different stages of the buying process. Some are ready to commit more to you than others are. Some are ready to talk to a sales person and some aren't.
Think of any lead generation activity you've ever done: search engine marketing, email, advertising, telemarketing, networking, trade shows, whatever. Were all of those people who responded ready to buy or even schedule a demo of your product? Of course not.
But think about this a second. Aren’t those people closer along or farther down the buying process or sales cycle? Aren’t they closer to be buying from you as long as you maintain a relationship with them? Don’t drop the ball. If you're one of those businesses that have a bunch of inactive prospects sitting in a database you may be better off nurturing those people than paying to find new ones. And nurturing leads can be a lot less expensive than generating them in the first place. Of course that is why we at Larson’s have a service where we go though and contact all those dead or last accounts on in your books. Those can be gold waiting to be found.
Increase your conversion ratios not just inbound leads or traffic. This point is similar to the one above it, but it's important enough to look at from a different angle. Let's say you have 2000 visitors a month going to your website and 60% of them leave your homepage without going anywhere else. Which do you think would be cheaper, changing your website so that an additional 20% (400 visitors) stay on your site and go to the 2nd or 3rd page for more detailed information about your company or doubling traffic to the site? Complex purchases, such as technology, high ticket items, etc. are made up of many different conversion points where the buyer decides whether or not to spend any more time with you. Each of those conversion points can be tweaked to pass more prospects through and provide a better return on your investment. Go through your web site as a prospect would slowing and carefully or sit down and have a total analyst and review of your site down to make it user friendly.
Consider outsourcing your marketing. To have a successful marketing program requires skills in multiple disciplines, some of which didn't even exist a decade ago. And some which are changing so fast it is almost impossible to keep up with unless you’re an active user. For example, you could need:
Website strategy and development.
Search engine optimization
Paid search marketing.
Prospect conversion optimization.
Lead nurturing.
Direct mail program
Trade show strategy
Staffing an in-house team this expertise will cost more than most small to mid-sized businesses are willing or able to afford. Yet you can easily and more cost effectively get this expertise from an outside company. It could be worth looking into.
Larson Note: If you want to play the game you need to be out there. My suggestion to all my clients is to pick 3 or 4 marketing tools. Then learn to use them to at a maximum efficiency level to push out your message. If you can handle it, time and money wise, add another marketing tool into your mix. Use and tweak that tool to 100% utilization and efficiency while keeping a steady strong consistent image and profile for your company and brand.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Reducing marketing costs without screwing up your ability to grow is easier than you might think.
Here are five ways to do that.
Start by eliminating the waste out of your program. Over the years I've looked at quite a few marketing programs, and I can tell you that almost all of them have some kind of money drain or area that allow leads to be lost.
Before you cut anything, take a good hard look at what you're doing. Are there programs that aren't delivering the results you anticipated or wanted? Fix them or get rid of them.
Are there programs that can't be traced to increasing sales opportunities? I might differentiate myself and my company here but we are Larson & Associates are results focused. We don’t put in place too many marketing of advertising programs for name recognition. We put results first and foremost in everything we do. NO results, there is no reason to have the program continue. Unless you have a pile of extra money hanging around somewhere that you just want to waist and play around with, now is not the time to be spending money on marketing that don't generate more leads and sales or develop the ones you now have.
You need to make fewer marketing mistakes. Another way to say this is maybe it’s time to turn to people who know what they're doing. Believe it or not marketing and advertising and their proper use are really not all that simple as it looks. In the last 2 years it has changed quite a. Customers and prospects are in charge now, and they're looking for you online. If you're not on the internet, you're not in the game. If you don’t understand Social Media Marketing your attack is on a 4 legged stool with on leg cut off.
While I admire business owners who try to figure marketing out for themselves, it can waste a lot of time and can lead to mistakes that could be avoided with some industry experience. If you don’t have a marketing pro on staff or somewhere on your team you're probably wasting money.
Next you need to be nurturing what you've got going in the pipeline already. A bird in had is worth two in the bush. Don’t ever forget that! Successful lead generation programs bring in people in different stages of the buying process. Some are ready to commit more to you than others are. Some are ready to talk to a sales person and some aren't.
Think of any lead generation activity you've ever done: search engine marketing, email, advertising, telemarketing, networking, trade shows, whatever. Were all of those people who responded ready to buy or even schedule a demo of your product? Of course not.
But think about this a second. Aren’t those people closer along or farther down the buying process or sales cycle? Aren’t they closer to be buying from you as long as you maintain a relationship with them? Don’t drop the ball. If you're one of those businesses that have a bunch of inactive prospects sitting in a database you may be better off nurturing those people than paying to find new ones. And nurturing leads can be a lot less expensive than generating them in the first place. Of course that is why we at Larson’s have a service where we go though and contact all those dead or last accounts on in your books. Those can be gold waiting to be found.
Increase your conversion ratios not just inbound leads or traffic. This point is similar to the one above it, but it's important enough to look at from a different angle. Let's say you have 2000 visitors a month going to your website and 60% of them leave your homepage without going anywhere else. Which do you think would be cheaper, changing your website so that an additional 20% (400 visitors) stay on your site and go to the 2nd or 3rd page for more detailed information about your company or doubling traffic to the site? Complex purchases, such as technology, high ticket items, etc. are made up of many different conversion points where the buyer decides whether or not to spend any more time with you. Each of those conversion points can be tweaked to pass more prospects through and provide a better return on your investment. Go through your web site as a prospect would slowing and carefully or sit down and have a total analyst and review of your site down to make it user friendly.
Consider outsourcing your marketing. To have a successful marketing program requires skills in multiple disciplines, some of which didn't even exist a decade ago. And some which are changing so fast it is almost impossible to keep up with unless you’re an active user. For example, you could need:
Website strategy and development.
Search engine optimization
Paid search marketing.
Prospect conversion optimization.
Lead nurturing.
Direct mail program
Trade show strategy
Staffing an in-house team this expertise will cost more than most small to mid-sized businesses are willing or able to afford. Yet you can easily and more cost effectively get this expertise from an outside company. It could be worth looking into.
Larson Note: If you want to play the game you need to be out there. My suggestion to all my clients is to pick 3 or 4 marketing tools. Then learn to use them to at a maximum efficiency level to push out your message. If you can handle it, time and money wise, add another marketing tool into your mix. Use and tweak that tool to 100% utilization and efficiency while keeping a steady strong consistent image and profile for your company and brand.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Monday, March 16, 2009
The Week Ahead for March 16-20, 2009
Monday: February Industrial Production
Tuesday:
Wednesday: February Consumer Price Index, February Housing Starts
Thursday: Weekly initial jobless claims, February Leading Economic Indicators
Friday:
Larson note: Last week was interesting to say the least. Big banks posting not just profits, but grossly huge profits, make me sick. I sit back and wonder why am I, as a tax payer and devout capitalist paying to let them take the bad decisions off their books and put it on mine or in this case the government. And as for the “Bad Bank” theory to collect all the bad loans into one big messy government controlled bank? Where did these “experts” come from? Did they get their MBA’s from some online college mill for $50 bucks? And yes I’ll debate the merits of the idea. As I have often asked over these last 3 months, will the government be willing to take the $3,400.00 in uncollectable that my company picked up last year. Or should I ask, would I be willing to accept the government’s control if I took their bail out money? I think not.
We also saw a narrowing of the gap in the trade gap between imports to exports. This is a total economic shifting and not a structural one. The US still needs to rely on foreign produced goods and services. When things get back to normal the trade gap will come back.
As for this week, I would expect good things, maybe not as good as last week but good none the less. Industrial production is starting to shift around and the leading indicators well they are close to bottoming out if they have not all ready done so.
Larson & Associates posted gross sales for February 2009 61.6% higher than February 2008 with a March projection in sales to be at least the same in not higher. Want the same results? Call us.
Trade show schedule: Design 2 Part Job Shop Show, Schaumburg IL May 5&6, Time slots still available to meet over coffee.
Racing schedule: Palatine Invite Alumni 1 mile run Saturday April 24, Madison Marathon Sunday May 24th.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
P.P.P.S. subscribe to our newsletter "Mastering Marketing Monthly" at larsonassoc1980@yahoo.com
Tuesday:
Wednesday: February Consumer Price Index, February Housing Starts
Thursday: Weekly initial jobless claims, February Leading Economic Indicators
Friday:
Larson note: Last week was interesting to say the least. Big banks posting not just profits, but grossly huge profits, make me sick. I sit back and wonder why am I, as a tax payer and devout capitalist paying to let them take the bad decisions off their books and put it on mine or in this case the government. And as for the “Bad Bank” theory to collect all the bad loans into one big messy government controlled bank? Where did these “experts” come from? Did they get their MBA’s from some online college mill for $50 bucks? And yes I’ll debate the merits of the idea. As I have often asked over these last 3 months, will the government be willing to take the $3,400.00 in uncollectable that my company picked up last year. Or should I ask, would I be willing to accept the government’s control if I took their bail out money? I think not.
We also saw a narrowing of the gap in the trade gap between imports to exports. This is a total economic shifting and not a structural one. The US still needs to rely on foreign produced goods and services. When things get back to normal the trade gap will come back.
As for this week, I would expect good things, maybe not as good as last week but good none the less. Industrial production is starting to shift around and the leading indicators well they are close to bottoming out if they have not all ready done so.
Larson & Associates posted gross sales for February 2009 61.6% higher than February 2008 with a March projection in sales to be at least the same in not higher. Want the same results? Call us.
Trade show schedule: Design 2 Part Job Shop Show, Schaumburg IL May 5&6, Time slots still available to meet over coffee.
Racing schedule: Palatine Invite Alumni 1 mile run Saturday April 24, Madison Marathon Sunday May 24th.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
P.P.P.S. subscribe to our newsletter "Mastering Marketing Monthly" at larsonassoc1980@yahoo.com
Friday, March 13, 2009
Making your Social Media Network into a Marketing Asset
In my eyes there is only one way to make the transformation from a person or lurker into a business personage who uses SM as a marketing tool and that is to become an authority in your area of expertise. If you become a source of information on or in your business area or field you start to become valuable as a needed resource or person or company to turn to. In sharing news, industry tips, headline stories, your own experiences, how to tips, in short and bite size pieces you start to get “followers”. You may never know they are there until that magic moment when the magically appear in your email box or on the phone.
Larson Note: If you want to go the route of a SM marketer be prepared for a time cost. You are connecting with people not blasting your message out. Don’t SPAM or get hungry for follows. If done right they will come.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Larson Note: If you want to go the route of a SM marketer be prepared for a time cost. You are connecting with people not blasting your message out. Don’t SPAM or get hungry for follows. If done right they will come.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Profile of a Travel Procurement Professional
The managing of a company’s travel purchasing is nothing new for purchasing professionals. So who are these people and how do you sell them.
Professional background
68% Male
32% Female
Age
10% 26-34
27% 35-44
40% 45-54
22% 55-64
1% 65+
Number of travelers in the organization
25% 50-99
13% 100-499
10% 500-999
17% 1,000-2499
35% 2,500 +
Title
7% Buyer
4% Senior Buyer
11% Commodity/category manager
22% Purchasing manager
4% Supply chain manager
2% Materials manager
27% Purchasing director
13% VP purchasing/CPO
13% Other
Consolidating supplier base?
79% Yes
21% No
Education
College
89% Yes
11% No
Professional certification
36% Yes
64% No
Course of study
15% Liberal Arts
46% Business
9% Technical
27% MBA
8% Graduate degree (other)
14% Other
Reporting to
10% President/CEO
9% CFO
17% VP Purchasing
29% Director of purchasing
15% VP operations
26% Other
Purchasing responsibility
91% Negotiate contracts
87% Select suppliers
84% Manage relationships with suppliers
78% Issue REPs & RFQs
76% Implement program
73% Analyze the market for travel services
70% Measure supplier performance
62% Ensure compliance to suppliers
59% Ensure compliance to policy
55% Determine requirements
Meet with top management
65% Yes
35% No
Manage global agreements
59% Yes
41% No
Use technology tools
83% Yes
17% No
Formal program to measure supplier performance
42% Yes
58% No
Procurement experience
3% Less than 1 year
13% 1-3 years
8% 4-5 years
18% 6-10 years
58% 10+ years
Relationship with suppliers
8% Excellent
38% Very good
43% Good
10% Fair
1% Poor
Collaborate with other departments
51% Travel
46% Human resource
75% Finance
39% Communications/marketing
48% Information technology
67% Internal Customers
8% Other
Larson note: This is an example of how well you can know the basic demographics of who buys what you sell. If you sell travel I just did your homework for you. If you sell something else get cracking. If you knew or know this much about who you are selling to don’t you think it might just help you to communicate with them at there level?
*Source: Purchasing Association
Howard Larson
Larson & Associates
Target Marketing for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Professional background
68% Male
32% Female
Age
10% 26-34
27% 35-44
40% 45-54
22% 55-64
1% 65+
Number of travelers in the organization
25% 50-99
13% 100-499
10% 500-999
17% 1,000-2499
35% 2,500 +
Title
7% Buyer
4% Senior Buyer
11% Commodity/category manager
22% Purchasing manager
4% Supply chain manager
2% Materials manager
27% Purchasing director
13% VP purchasing/CPO
13% Other
Consolidating supplier base?
79% Yes
21% No
Education
College
89% Yes
11% No
Professional certification
36% Yes
64% No
Course of study
15% Liberal Arts
46% Business
9% Technical
27% MBA
8% Graduate degree (other)
14% Other
Reporting to
10% President/CEO
9% CFO
17% VP Purchasing
29% Director of purchasing
15% VP operations
26% Other
Purchasing responsibility
91% Negotiate contracts
87% Select suppliers
84% Manage relationships with suppliers
78% Issue REPs & RFQs
76% Implement program
73% Analyze the market for travel services
70% Measure supplier performance
62% Ensure compliance to suppliers
59% Ensure compliance to policy
55% Determine requirements
Meet with top management
65% Yes
35% No
Manage global agreements
59% Yes
41% No
Use technology tools
83% Yes
17% No
Formal program to measure supplier performance
42% Yes
58% No
Procurement experience
3% Less than 1 year
13% 1-3 years
8% 4-5 years
18% 6-10 years
58% 10+ years
Relationship with suppliers
8% Excellent
38% Very good
43% Good
10% Fair
1% Poor
Collaborate with other departments
51% Travel
46% Human resource
75% Finance
39% Communications/marketing
48% Information technology
67% Internal Customers
8% Other
Larson note: This is an example of how well you can know the basic demographics of who buys what you sell. If you sell travel I just did your homework for you. If you sell something else get cracking. If you knew or know this much about who you are selling to don’t you think it might just help you to communicate with them at there level?
*Source: Purchasing Association
Howard Larson
Larson & Associates
Target Marketing for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Thursday, March 12, 2009
Basics for E-Mail Marketing
This is the time where running an email marketing program should start to shine. Low cost and effective.
I am hoping you; my blog followers here have been busy making up their lists. If not shame on you! Your list, be it snail mail or email is the most important marketing tool you have. If you need help starting out, put a opt in on your web site, ask people as they buy goods and services from you, put a fishbowl on your front desk or window, a collection bowl at your trade show booth (you don’t have to have a give-away but it helps in the collection process), but above all just get into the habit of asking for the address.
Next sit down and establish what your goals for doing this are. You need to know what you want to accomplish over time, not over a week. Now make your message engaging to your customer, “be the customer” “think like the customer” get in their shoes and mind. Once in that state of mind, provide them with the information they need. They are not going to care about your widgets. But they will like to hear of the BENEFITS of your new blue widgets over your red models, and who can tell them better than you. Share your tricks and information.
Of course we are assuming that the customer/prospect opens your email. That brings us to the title. The title or subject line is critical. If you have a large list you can test some titles before you blast out your email but if your list is small think the whole thing through as to what is engaging and what is not.
Don’t use CAPS, don’t use exclamation points. If you want hints on what not to use take a peek in your SPAM box. I’m sure there are plenty in there.
Finally treat your list like gold. Don’t abuse them with constant emailing. Over the last holiday season retailers went nuts blasting out email after email and yes maybe they got a few extra sales but it was at the expense of opt outs and unsubscribes of people they can no long email to.
Larson note: I use email. Some of you know that some of you don’t. I have a once a month email newsletter (if you wish to subscribe to Mastering Marketing Monthly send your email address to larsonassoc1980@yahoo.com ) I only sent once a month to give them (or you) an extra taste of Larson. I tell you practical tips that I have developed and collected over the years on Marketing, Advertising and Sales. These are things that I have learned (the hard way) and use myself every day. Follow them and you will get an increase in sales. Don’t and you will get the results you have always gotten. So what do I get from telling the world my secrets? I get a 3-6% call backs from people and businesses interested in using some aspect of my services. And that my friends is not too shabby.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
I am hoping you; my blog followers here have been busy making up their lists. If not shame on you! Your list, be it snail mail or email is the most important marketing tool you have. If you need help starting out, put a opt in on your web site, ask people as they buy goods and services from you, put a fishbowl on your front desk or window, a collection bowl at your trade show booth (you don’t have to have a give-away but it helps in the collection process), but above all just get into the habit of asking for the address.
Next sit down and establish what your goals for doing this are. You need to know what you want to accomplish over time, not over a week. Now make your message engaging to your customer, “be the customer” “think like the customer” get in their shoes and mind. Once in that state of mind, provide them with the information they need. They are not going to care about your widgets. But they will like to hear of the BENEFITS of your new blue widgets over your red models, and who can tell them better than you. Share your tricks and information.
Of course we are assuming that the customer/prospect opens your email. That brings us to the title. The title or subject line is critical. If you have a large list you can test some titles before you blast out your email but if your list is small think the whole thing through as to what is engaging and what is not.
Don’t use CAPS, don’t use exclamation points. If you want hints on what not to use take a peek in your SPAM box. I’m sure there are plenty in there.
Finally treat your list like gold. Don’t abuse them with constant emailing. Over the last holiday season retailers went nuts blasting out email after email and yes maybe they got a few extra sales but it was at the expense of opt outs and unsubscribes of people they can no long email to.
Larson note: I use email. Some of you know that some of you don’t. I have a once a month email newsletter (if you wish to subscribe to Mastering Marketing Monthly send your email address to larsonassoc1980@yahoo.com ) I only sent once a month to give them (or you) an extra taste of Larson. I tell you practical tips that I have developed and collected over the years on Marketing, Advertising and Sales. These are things that I have learned (the hard way) and use myself every day. Follow them and you will get an increase in sales. Don’t and you will get the results you have always gotten. So what do I get from telling the world my secrets? I get a 3-6% call backs from people and businesses interested in using some aspect of my services. And that my friends is not too shabby.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
SEM verse Social Media Advertising
When you stack SEM up against social advertising, it wins every time. However, as someone that has run and believes in SEM campaigns, my biggest issues with any type of direct marketing effort is that there is very little longevity. Yes, I know it's possible to optimize Search Engine campaigns but, you still need to invest more time and/or money in them in a month or so to keep your ranking.
Marketing with the different social networks is much the same. It cannot become effective with a onetime effort or push either. You can get a bump in your sales or web hits but unless you are prepared to continually engage yourself in your chosen SM community, it just won’t happen.
There are a number of stats I could cite such as, some 59% of Americans who use social media (approximately 60
% say they do) report that they interact with brands via social media, according to the Cone 2008 Business in Social Media Study fielded by Opinion Research Corporation in September 2008. Moreover, 41% say they prefer that companies solicit product/service feedback via social media, 56% say they feel better served when they can directly interact with brands via social media, and 37% say companies should develop new ways for consumers to interact with their brands via social media. The key word here is INTERACT. No interaction no connection with the brand, they become just another piece of road kill along the Social Media highway.
I do see the BIGGEST win is when social marketing programs AND search engine optimization come together to create truly scalable, repeatable program. That's not to diminish the power of paid search, e-mail or any other form of marketing but rather to say that as the law of diminishing returns continues to erode the effectiveness of all marketing programs.
Larson note: Everything in advertising and marketing has a lifeline. A starting point and an ending point. If I were to start a marketing program for a business today I would start with a web site and a SM site: Ning, MerchantCircle, MySpace, Facebook and integrate a marketing program entwining them together. In using this two channel approach we start to engage people with you, your brand and name. Then add in sustainable marketing tools that you can utilize to the max and you will be building a huge program of continuous presence and visibility. Oh don’t forget non-web marketing. People are not on line 24/7, are they?
Howard Larson
Larson & Associates
Target Marketing for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.geocities.com/larsonassoc1979/1
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Source: Direct Marketing Association
Marketing with the different social networks is much the same. It cannot become effective with a onetime effort or push either. You can get a bump in your sales or web hits but unless you are prepared to continually engage yourself in your chosen SM community, it just won’t happen.
There are a number of stats I could cite such as, some 59% of Americans who use social media (approximately 60
% say they do) report that they interact with brands via social media, according to the Cone 2008 Business in Social Media Study fielded by Opinion Research Corporation in September 2008. Moreover, 41% say they prefer that companies solicit product/service feedback via social media, 56% say they feel better served when they can directly interact with brands via social media, and 37% say companies should develop new ways for consumers to interact with their brands via social media. The key word here is INTERACT. No interaction no connection with the brand, they become just another piece of road kill along the Social Media highway.I do see the BIGGEST win is when social marketing programs AND search engine optimization come together to create truly scalable, repeatable program. That's not to diminish the power of paid search, e-mail or any other form of marketing but rather to say that as the law of diminishing returns continues to erode the effectiveness of all marketing programs.
Larson note: Everything in advertising and marketing has a lifeline. A starting point and an ending point. If I were to start a marketing program for a business today I would start with a web site and a SM site: Ning, MerchantCircle, MySpace, Facebook and integrate a marketing program entwining them together. In using this two channel approach we start to engage people with you, your brand and name. Then add in sustainable marketing tools that you can utilize to the max and you will be building a huge program of continuous presence and visibility. Oh don’t forget non-web marketing. People are not on line 24/7, are they?
Howard Larson
Larson & Associates
Target Marketing for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.geocities.com/larsonassoc1979/1
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Source: Direct Marketing Association
Wednesday, March 11, 2009
140 Powerful Characters
Can you imagine Edward Lytton’s reaction to twitter? He is the guy who is credited with the saying “the pen is mightier than the sword” in 1839. Today he might have chosen a different metaphor if he’d seen what you could do in Twitter with only 140 characters (including word spaces), and who those characters can be reaching.
This isn’t 19th century. Heck it’s not even 15 years ago, and if your CRM strategy was developed before Twitter, MySpace, nings, YouTube and Social Networking came into being, it’s time to upgrade. It’s the age of social CRM.
Social CRM is not a substitute for traditional CRM. Instead, what emerges is a new, outward-facing multi-dimension that extends into the operational areas of CRM itself. Striking at its very heart. That new dimension is inevitably more successful if you’re building off a strong foundation in traditional CRM, but you can play catch up if your quick on your feet, can gain an understanding of SM and even surpass your competition stuck in traditional CRM thinking
Social CRM is about joining in on conversations between customers and prospects while resisting the urge to control those conversations. Customers today have more power over who they do business with, and how that business is conducted. And the Web is totally entrenched in their buying process. So if you’re not on the Web in ways to capture their attention, you won’t be able to compete. You need to engage them in your knowledge not inundate them in your message
And while cost is a major factor in the buying process of any marketing/advertising buy, especially in this economic climate, your web-savvy customers expect more from you and your competition to woo away those precious dollars. These social customers want companies to listen to their cares and concerns, to use the social media channels they use, and to actively participate with them in transparent conversations.
According to the 2008 Cone Business in Social Media Study, 60 percent of Americans use social media, with 59 percent of those users interacting with companies on social media sites. Additionally, 93 percent of social media users feel companies should have a social media presence with 56 percent of them saying they feel a stronger connection with companies that do. Be there or be square.
Twitter’s rise has been dramatic, and many companies use it to communicate with customers and prospects. But when I bumped into my sales mentors Hank Trisler (you can twit him at http://twitter.com/trisler ) in sales my jaw dropped. I mean here is a guy whose cassette tape series NO Bull Selling I played over and over and virtually memorized and still utilize many of the timeless basic principles today. Not only that but he retweeted. Do I feel plug in? Yes. I think of the people I might be talking to inspiriting and even connecting with to gain new accounts for my company. They are out there, saying it like it is in 140 characters plus word spaces.
Larson note: SM can only be done and learned by doing it. Pick up a book, which was written 3 months ago and it will help but even in that time SM will have moved evolved and changed. Jump in and find your clients. Then in 140 characters or less, engage them.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
This isn’t 19th century. Heck it’s not even 15 years ago, and if your CRM strategy was developed before Twitter, MySpace, nings, YouTube and Social Networking came into being, it’s time to upgrade. It’s the age of social CRM.
Social CRM is not a substitute for traditional CRM. Instead, what emerges is a new, outward-facing multi-dimension that extends into the operational areas of CRM itself. Striking at its very heart. That new dimension is inevitably more successful if you’re building off a strong foundation in traditional CRM, but you can play catch up if your quick on your feet, can gain an understanding of SM and even surpass your competition stuck in traditional CRM thinking
Social CRM is about joining in on conversations between customers and prospects while resisting the urge to control those conversations. Customers today have more power over who they do business with, and how that business is conducted. And the Web is totally entrenched in their buying process. So if you’re not on the Web in ways to capture their attention, you won’t be able to compete. You need to engage them in your knowledge not inundate them in your message
And while cost is a major factor in the buying process of any marketing/advertising buy, especially in this economic climate, your web-savvy customers expect more from you and your competition to woo away those precious dollars. These social customers want companies to listen to their cares and concerns, to use the social media channels they use, and to actively participate with them in transparent conversations.
According to the 2008 Cone Business in Social Media Study, 60 percent of Americans use social media, with 59 percent of those users interacting with companies on social media sites. Additionally, 93 percent of social media users feel companies should have a social media presence with 56 percent of them saying they feel a stronger connection with companies that do. Be there or be square.
Twitter’s rise has been dramatic, and many companies use it to communicate with customers and prospects. But when I bumped into my sales mentors Hank Trisler (you can twit him at http://twitter.com/trisler ) in sales my jaw dropped. I mean here is a guy whose cassette tape series NO Bull Selling I played over and over and virtually memorized and still utilize many of the timeless basic principles today. Not only that but he retweeted. Do I feel plug in? Yes. I think of the people I might be talking to inspiriting and even connecting with to gain new accounts for my company. They are out there, saying it like it is in 140 characters plus word spaces.
Larson note: SM can only be done and learned by doing it. Pick up a book, which was written 3 months ago and it will help but even in that time SM will have moved evolved and changed. Jump in and find your clients. Then in 140 characters or less, engage them.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Tuesday, March 10, 2009
Online Lead Generation
New business or old, the need to bring in more quality leads is ongoing.
Now I like fast when looking at marketing and its payback. Don’t give me fluff and puff advertising, go for the juggler, get in front of them give them your message and (nicely{I hate and deplore hard sell}) get the order. But in gathering in leads, one of the most cost effective but time consuming ways is to establish our business as the industry thought leader. This is usually done by publishing relevant blogs, white papers, hosting seminars, speaking at events. By offering prospects your own unique ideas and flavor, you and your company can set yourself apart from the rest.
Pushing out referral (bird dog) programs, or forming strategic partnerships are two other ways marketers can take to boosting online and off line lead generation.
The key to the whole system is to give back first to get back in an overflowing way. If you share your knowledge you make it possible for people to fine you, your products, your services and your company.
Larson note: If you are a reader or follower you know I have touché don this topic in the past. Making yourself out to be in industry pro, the person people think of when they need ideas on what your company sells. Becoming the (Wo)man. If you do it right they will come to you with their problems and all you need to do is let them buy.
As Hank Trisler would always say, “People buy from people they know.” So let them know you.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Now I like fast when looking at marketing and its payback. Don’t give me fluff and puff advertising, go for the juggler, get in front of them give them your message and (nicely{I hate and deplore hard sell}) get the order. But in gathering in leads, one of the most cost effective but time consuming ways is to establish our business as the industry thought leader. This is usually done by publishing relevant blogs, white papers, hosting seminars, speaking at events. By offering prospects your own unique ideas and flavor, you and your company can set yourself apart from the rest.
Pushing out referral (bird dog) programs, or forming strategic partnerships are two other ways marketers can take to boosting online and off line lead generation.
The key to the whole system is to give back first to get back in an overflowing way. If you share your knowledge you make it possible for people to fine you, your products, your services and your company.
Larson note: If you are a reader or follower you know I have touché don this topic in the past. Making yourself out to be in industry pro, the person people think of when they need ideas on what your company sells. Becoming the (Wo)man. If you do it right they will come to you with their problems and all you need to do is let them buy.
As Hank Trisler would always say, “People buy from people they know.” So let them know you.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Ways to Cut Costs with Predictive Analytics
Targeting the right customers and save money along the way. Is it possible?
You and your organization learn from its experiences. Models for predictive analytics rest atop existing customer data, gaining insight from information your company already has. Yes information you already have at your finger tips or should if you are doing any kind of data collection on your existing clients. If not, start. Because of its base in operational data, predictive analytics, a business intelligence technology that produces a predictive score for each customer or prospect, has the most potential to positively influence operational decisions.
With nine different applications for predictive analytics you can target the right customers and save money along the way.
response modeling
customer retention
product recommendations
online-marketing optimization
behavior-based advertising
email targeting
insurance pricing
credit scoring
lead scoring
Larson note: To know or not to know that is the question. If you knew the demographics of your perfect customer and had a way to profile them and then find more of them would you? You bet your sweet bippy you would. That and ask (or look for more). If you know who you want and don’t waist resources putting your message in front of them, your ratios of prospect to client conversions are vastly in increased giving you the kind of numbers other’s can only dream to achieve. You need to start by picking out your top 10 clients. Making a thorough examination of them then clone them through market research and then perhaps buying a list.
Then continue to research the kinds of people buying form you, New buyers in addition to old clients so you can get deeper into the minds of those who you now use your service.
I’m not saying you don’t want to continue to marketing and sell to existing customers. They are your best source for your next sale or getting excellent referrals. What I am saying is that by knowing and understanding them you can create a marketing structure of different channels designed to find and attack more of the same in ways that your nitch finds attractive.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ($75.00 dollar value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
You and your organization learn from its experiences. Models for predictive analytics rest atop existing customer data, gaining insight from information your company already has. Yes information you already have at your finger tips or should if you are doing any kind of data collection on your existing clients. If not, start. Because of its base in operational data, predictive analytics, a business intelligence technology that produces a predictive score for each customer or prospect, has the most potential to positively influence operational decisions.
With nine different applications for predictive analytics you can target the right customers and save money along the way.
response modeling
customer retention
product recommendations
online-marketing optimization
behavior-based advertising
email targeting
insurance pricing
credit scoring
lead scoring
Larson note: To know or not to know that is the question. If you knew the demographics of your perfect customer and had a way to profile them and then find more of them would you? You bet your sweet bippy you would. That and ask (or look for more). If you know who you want and don’t waist resources putting your message in front of them, your ratios of prospect to client conversions are vastly in increased giving you the kind of numbers other’s can only dream to achieve. You need to start by picking out your top 10 clients. Making a thorough examination of them then clone them through market research and then perhaps buying a list.
Then continue to research the kinds of people buying form you, New buyers in addition to old clients so you can get deeper into the minds of those who you now use your service.
I’m not saying you don’t want to continue to marketing and sell to existing customers. They are your best source for your next sale or getting excellent referrals. What I am saying is that by knowing and understanding them you can create a marketing structure of different channels designed to find and attack more of the same in ways that your nitch finds attractive.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ($75.00 dollar value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Monday, March 9, 2009
Never Work For Free
You should never do work for free, and you should bill for everything you do. It is easy to start giving away what seems to be meaningless bits and pieces of work. Sometimes you are giving the client a little “bonus” of a better product without paying extra for it. This turns out to usually be a bad practice for you or the client.
Why can this be or become such a problem? When you first start giving away work, you may not be totally busy. You might not mind taking the extra time to give a little more. What else are you going to be doing look for a few more clients? Now there is a novel idea
There are really a few reasons that this is bad for you and your client:
As a long term strategy, the best way you are going to develop a good strong working relationship is providing a win/win situation. Free sets a tone that your work is not valuable. If you don’t charge for it can there be any real value? Then it becomes standard where it is work that is expected. If you stop the freebees you’re a bum
Eventually you will try and burn through the free work as fast as possible. Less detail means more mistakes less quality,
The only real alternative, while it may be hard to swallow is to confront your client when you are asked to do a favor is to be understanding and at the same time explain why it is important to charge for your services.
What you will end up finding is that you will start doing a better job and your clients will be happier. Your clients will understand the value and respect for your time, talents, effort and expertise. The clients who are unwilling to work in this manor are not worth your time and would probably end up being fired as a client anyway down the line.
At the same time you may not realize it but there are also a lot of hidden costs that you should also bill for. Project management is a large part of any project, sometimes the correspondence with clients, delegation and planning can take just as much time as the labor itself. Admistrative costs are costs and if necessary they are billable. If you don’t think so look at the last bill form your lawyer. They even charge to fax out information.
Your business spends a lot of time and money finding new customers. You’re pricing should include that time and effort so that you can cover your costs. How you integrate it is up to you (setup fee, higher hourly rates, etc). As it is a f2f sales call is costing somewhere between $201 and $500 per rep.
It is an ongoing process. Some of this is simply being able to openly communicate with clients regarding what they are paying for (your hours and expertise. The other aspect of billing for everything is tracking and monitoring all of the hard/soft costs that your business has incurs daily. Once you get it all figured you will find happier clients, do better work and increase your and your customer’s profits at the same time.
Larson note: I know this really hits hard but you got to charge them. Tracking, then billing everything. As hard as it is you can’t give your time away? How many stores give products away just because? Is time really any different? Time and knowledge is your product. Don’t let your “shelves” get emptied and not get anything back.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Why can this be or become such a problem? When you first start giving away work, you may not be totally busy. You might not mind taking the extra time to give a little more. What else are you going to be doing look for a few more clients? Now there is a novel idea
There are really a few reasons that this is bad for you and your client:
As a long term strategy, the best way you are going to develop a good strong working relationship is providing a win/win situation. Free sets a tone that your work is not valuable. If you don’t charge for it can there be any real value? Then it becomes standard where it is work that is expected. If you stop the freebees you’re a bum
Eventually you will try and burn through the free work as fast as possible. Less detail means more mistakes less quality,
The only real alternative, while it may be hard to swallow is to confront your client when you are asked to do a favor is to be understanding and at the same time explain why it is important to charge for your services.
What you will end up finding is that you will start doing a better job and your clients will be happier. Your clients will understand the value and respect for your time, talents, effort and expertise. The clients who are unwilling to work in this manor are not worth your time and would probably end up being fired as a client anyway down the line.
At the same time you may not realize it but there are also a lot of hidden costs that you should also bill for. Project management is a large part of any project, sometimes the correspondence with clients, delegation and planning can take just as much time as the labor itself. Admistrative costs are costs and if necessary they are billable. If you don’t think so look at the last bill form your lawyer. They even charge to fax out information.
Your business spends a lot of time and money finding new customers. You’re pricing should include that time and effort so that you can cover your costs. How you integrate it is up to you (setup fee, higher hourly rates, etc). As it is a f2f sales call is costing somewhere between $201 and $500 per rep.
It is an ongoing process. Some of this is simply being able to openly communicate with clients regarding what they are paying for (your hours and expertise. The other aspect of billing for everything is tracking and monitoring all of the hard/soft costs that your business has incurs daily. Once you get it all figured you will find happier clients, do better work and increase your and your customer’s profits at the same time.
Larson note: I know this really hits hard but you got to charge them. Tracking, then billing everything. As hard as it is you can’t give your time away? How many stores give products away just because? Is time really any different? Time and knowledge is your product. Don’t let your “shelves” get emptied and not get anything back.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
The Week Ahead for March 9-13, 2009
Monday: January wholesale inventories
Tuesday:
Wednesday: February treasury budget
Thursday: Weekly initial jobless claims February retail sales, January business inventories
Friday: January trade balance, University of Michigan March consumer sentiment index
Larson note: Last week was really not as bad as it looked, Yes job numbers for February were worse that the analysts expected but not really as bad as investors had feared, not that it motivated them to buy some stocks. Really the economic data including retail sales and factory orders that were posted last Thursday were better than expected.
This week except for jobs I think the reports will look good. The consumer sentiment index won’t look good but then blame that on Washington. Keep an eye on your own world and be the big fish in your pond. If you can keep control of your “domain what happens (for the most part) nation and worldwide wont effect you as much.
Larson & Associates posted gross sales for February 2009 61.6% higher than February 2008 with a March projection in sales to be at least the same in not higher. Want the same results? Call us.
Howard’s out of office public schedule for the week:
Monday: Tuesday:
Wednesday: Thursday: 6:30am Marathon Training group (free)
Friday:
Trade show schedule: Design 2 Part Job Shop Show, Schaumburg IL May 5&6
Racing schedule: Palatine Invite Alumni 1 mile run Saturday April 24,
Madison Marathon Sunday May 24th.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
P.P.P.S. subscribe to our newsletter "Mastering Marketing Monthly" at larsonassoc1980@yahoo.com
Tuesday:
Wednesday: February treasury budget
Thursday: Weekly initial jobless claims February retail sales, January business inventories
Friday: January trade balance, University of Michigan March consumer sentiment index
Larson note: Last week was really not as bad as it looked, Yes job numbers for February were worse that the analysts expected but not really as bad as investors had feared, not that it motivated them to buy some stocks. Really the economic data including retail sales and factory orders that were posted last Thursday were better than expected.
This week except for jobs I think the reports will look good. The consumer sentiment index won’t look good but then blame that on Washington. Keep an eye on your own world and be the big fish in your pond. If you can keep control of your “domain what happens (for the most part) nation and worldwide wont effect you as much.
Larson & Associates posted gross sales for February 2009 61.6% higher than February 2008 with a March projection in sales to be at least the same in not higher. Want the same results? Call us.
Howard’s out of office public schedule for the week:
Monday: Tuesday:
Wednesday: Thursday: 6:30am Marathon Training group (free)
Friday:
Trade show schedule: Design 2 Part Job Shop Show, Schaumburg IL May 5&6
Racing schedule: Palatine Invite Alumni 1 mile run Saturday April 24,
Madison Marathon Sunday May 24th.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
P.P.P.S. subscribe to our newsletter "Mastering Marketing Monthly" at larsonassoc1980@yahoo.com
Friday, March 6, 2009
US Online Retail Sales Forecast
2008 $141.3 Billion
2009 $156.1 Billion
2010 $176.9 Billion
2011 $194.4 Billion
2012 $211.7 Billion
2013 $229.1 Billion
Larson note: If you’re an online retailer you are looking at a possible nice rise in sales. But then will they be yours or your web competitor’s? Keep aware of trends in search engine and optimization technology. Gut feeling says there will be some changes in the use of banner ads. When and where you can put them. Might be a good time to find some nice synergistic reciprocal linking partners.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ( a $75.00 value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Forrester Research US ecommerce forecast 2008-2013. Online survey of 2,151 US adults
2009 $156.1 Billion
2010 $176.9 Billion
2011 $194.4 Billion
2012 $211.7 Billion
2013 $229.1 Billion
Larson note: If you’re an online retailer you are looking at a possible nice rise in sales. But then will they be yours or your web competitor’s? Keep aware of trends in search engine and optimization technology. Gut feeling says there will be some changes in the use of banner ads. When and where you can put them. Might be a good time to find some nice synergistic reciprocal linking partners.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ( a $75.00 value) ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Forrester Research US ecommerce forecast 2008-2013. Online survey of 2,151 US adults
Some Future Business Trends
Current materials inventory strategy for chemicals
58% - Reduce
35% - Keep the same
7% - Increase
While prices for many chemicals including benzene are low buyers are not looking to build up inventory
Years need for the steel market to recover
2
World steel demand will continue to remain weak. Even with large global cutbacks in output prices will remain soft to a while
Steel industries green house gas reduction since 1990
33%
US steel industry’s efficiency since 1990 has reduced the energy used and green house gasses emitted per ton of steel shipped, this is way ahead of the target reduction in green house emissions what was proposed in the Kyoto Protocol which was only looking for a 7% average reduction in emissions between1990 to 2012.
Larson note: Inventory is a cost that if not moved and turned over can kill you. Do you know what your inventory turnover ratios are? As for steel, I still like it. I would love to have a steel company as a client because I see only good things in this sector. Heavy equipment out of Obama stimulus package, the need for more double rail track for the nation’s railroads all say good things to me.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations per week to talk about marketing for businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Nippon Steel, American Iron and steel Institute, www.Purchasing.com
58% - Reduce
35% - Keep the same
7% - Increase
While prices for many chemicals including benzene are low buyers are not looking to build up inventory
Years need for the steel market to recover
2
World steel demand will continue to remain weak. Even with large global cutbacks in output prices will remain soft to a while
Steel industries green house gas reduction since 1990
33%
US steel industry’s efficiency since 1990 has reduced the energy used and green house gasses emitted per ton of steel shipped, this is way ahead of the target reduction in green house emissions what was proposed in the Kyoto Protocol which was only looking for a 7% average reduction in emissions between1990 to 2012.
Larson note: Inventory is a cost that if not moved and turned over can kill you. Do you know what your inventory turnover ratios are? As for steel, I still like it. I would love to have a steel company as a client because I see only good things in this sector. Heavy equipment out of Obama stimulus package, the need for more double rail track for the nation’s railroads all say good things to me.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations per week to talk about marketing for businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Nippon Steel, American Iron and steel Institute, www.Purchasing.com
Thursday, March 5, 2009
Behavioral Targeting
How do you hit your nich or target market?
If you are able to combine a comprehensive database of demographic and lifestyle date with past buyer activity into your CRM software, you can effectively predict behavior and offer a purchase choice and experience to your target market to purchase.
You need to profile your best customers. Find out where they go, what they do. Then target your marketing channels to be in front of them in as many ways as possible.
I’m not just talking online here but print, billboards, bus signs, radio. Where ever they go you must follow.
Larson note: Knowing who they are, your customers is only the beginning. Now where do they hide out? What do they do, watch, eat, drink, say and think? Be the customer. Learn to think like the customer. Then ask who am I and where am I.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: WeeWorld
If you are able to combine a comprehensive database of demographic and lifestyle date with past buyer activity into your CRM software, you can effectively predict behavior and offer a purchase choice and experience to your target market to purchase.
You need to profile your best customers. Find out where they go, what they do. Then target your marketing channels to be in front of them in as many ways as possible.
I’m not just talking online here but print, billboards, bus signs, radio. Where ever they go you must follow.
Larson note: Knowing who they are, your customers is only the beginning. Now where do they hide out? What do they do, watch, eat, drink, say and think? Be the customer. Learn to think like the customer. Then ask who am I and where am I.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: WeeWorld
Retention and Engagement are Top Business Concerns
According to a research study by “Right Management” 2/3rd or all organizations are not planning to make any cutbacks to staff in 2009 but rather focus their talent management efforts on retaining and engaging there workers. (yes breathe that sigh of relief) When they asked over 700 hr directors if they would be focusing on reducing their workforces or retaining here is what they found:
67% plan to focus efforts on training and engaging their workforce
33% plan to have reductions
While we all have expected more layoffs, what was refreshing is that so many companies are planning to invest in there people. Companies still need to keep key positions filled and to do so they need to develop their employees that they now have so when the current economic downturn changes into a dramatic upturn they are ready to go full steam ahead.
Larson note: If you put something back to your people they will respond in kind with greater levels of achievement. Don’t kid yourself. Everyone, well ok, almost everyone, in your organization knows that things are tough right now. But if they see you making the necessary sacrifices and hard but just decisions that need to be make, for the good of the whole they will come through for you.
Push yourself, push and challenge your employees and/or the people you supervise and great things will happen.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Want more Larson? Register to receive our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Right Management, www.right.com
67% plan to focus efforts on training and engaging their workforce
33% plan to have reductions
While we all have expected more layoffs, what was refreshing is that so many companies are planning to invest in there people. Companies still need to keep key positions filled and to do so they need to develop their employees that they now have so when the current economic downturn changes into a dramatic upturn they are ready to go full steam ahead.
Larson note: If you put something back to your people they will respond in kind with greater levels of achievement. Don’t kid yourself. Everyone, well ok, almost everyone, in your organization knows that things are tough right now. But if they see you making the necessary sacrifices and hard but just decisions that need to be make, for the good of the whole they will come through for you.
Push yourself, push and challenge your employees and/or the people you supervise and great things will happen.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Want more Larson? Register to receive our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Right Management, www.right.com
Wednesday, March 4, 2009
Leveraging the Virtual World
People, consumers, buyers, prospects, control social media. To be effective you not only need to realize this but find ways to provide valuable content that is pertinent to your target customers needs, wants and desires.
In the virtual world, content tied to the community needs and behavior. As members place their favorite entertainment, car, food or pastimes your areas of content becomes much more powerful as you interconnect to their specific posted lifestyles. Content is a much more powerful way to connect with consumers. Much more so that banner ads or product placement because the consumer goes out and chooses the content choices they make and not vice versa.
Larson note: Getting a handle on Social Media Marketing is not always easy. It’s as easy to hold onto as the wind. How and where are your clients and customers in the free form world? People pick and choose and resent having things thrown in front of them. Spam takes on a new meaning. Cross the community and the entire site will know in minutes not days. If you choose to marketing into the area of SM tread easily letting and finding out what your audience wants from you and when you find it, let them have as much as the need to fill up there appetites but beware, what is wanted today will be gone tomorrow only to be filled by a new content hunger.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: WeeWorld
In the virtual world, content tied to the community needs and behavior. As members place their favorite entertainment, car, food or pastimes your areas of content becomes much more powerful as you interconnect to their specific posted lifestyles. Content is a much more powerful way to connect with consumers. Much more so that banner ads or product placement because the consumer goes out and chooses the content choices they make and not vice versa.
Larson note: Getting a handle on Social Media Marketing is not always easy. It’s as easy to hold onto as the wind. How and where are your clients and customers in the free form world? People pick and choose and resent having things thrown in front of them. Spam takes on a new meaning. Cross the community and the entire site will know in minutes not days. If you choose to marketing into the area of SM tread easily letting and finding out what your audience wants from you and when you find it, let them have as much as the need to fill up there appetites but beware, what is wanted today will be gone tomorrow only to be filled by a new content hunger.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: WeeWorld
2009 Sales Need 2009 CRM
I was reading over the weekend that barely half of all sales reps made quota last year. Being a past street sales person, I was heart broken.
According to a study by Customer Relationship Management less that 59% of all sales reps made quota. But that is past us and we are 1/6th into a new year. How will you do, better? Worse? The same?
Based on what I am hearing, many companies are looking for improved sales rep performance results by them using CRM strategy, but the only problem is that only 16.1% of all firms that even had a CRM system are showing increased revenues. What we are seeing and hearing is that the majority of companies that are not achieving optimal potential because they are underutilizing the tools they now have in place. What sales reps are using out of CRM is things like contact management, opportunity management, forecast management. This is 1999 CRP stuff not 2009. (Am I right Steve Reeves? I know your reading this.)
Today’s CRM has the capacities to optimize prospect research, lead generation and nurturing, sales collateral management, opportunity management, sales team collaboration, pipeline optimization. The 16.1% who have figured out how to leverage their CRM software are making great strides. The other 83.9%?
Larson note: It’s time to sit down with our CRM vendor and take f2f, belly to belly with them. Share your challenges with them, ask them to show you how to optimize and use of the software you already have. Ask about add on enhancements like sales knowledge management or sales analytics that can charge up your sales performance and put you into overdrive.
Yes 2009 will be a year of challenges but in those challenges lay opportunity.
I think of times like these in running in a track meet. It’s raining, the wind is blowing and making me, no wait, EVERYONE feel like it’s a bad day for a race. Don’t let the “weather” determine how you will run. Only you can do that.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Want more Larson? Register to receive our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Customer Relationship Management Association
According to a study by Customer Relationship Management less that 59% of all sales reps made quota. But that is past us and we are 1/6th into a new year. How will you do, better? Worse? The same?
Based on what I am hearing, many companies are looking for improved sales rep performance results by them using CRM strategy, but the only problem is that only 16.1% of all firms that even had a CRM system are showing increased revenues. What we are seeing and hearing is that the majority of companies that are not achieving optimal potential because they are underutilizing the tools they now have in place. What sales reps are using out of CRM is things like contact management, opportunity management, forecast management. This is 1999 CRP stuff not 2009. (Am I right Steve Reeves? I know your reading this.)
Today’s CRM has the capacities to optimize prospect research, lead generation and nurturing, sales collateral management, opportunity management, sales team collaboration, pipeline optimization. The 16.1% who have figured out how to leverage their CRM software are making great strides. The other 83.9%?
Larson note: It’s time to sit down with our CRM vendor and take f2f, belly to belly with them. Share your challenges with them, ask them to show you how to optimize and use of the software you already have. Ask about add on enhancements like sales knowledge management or sales analytics that can charge up your sales performance and put you into overdrive.
Yes 2009 will be a year of challenges but in those challenges lay opportunity.
I think of times like these in running in a track meet. It’s raining, the wind is blowing and making me, no wait, EVERYONE feel like it’s a bad day for a race. Don’t let the “weather” determine how you will run. Only you can do that.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Want more Larson? Register to receive our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Customer Relationship Management Association
Tuesday, March 3, 2009
Changing Spending Habits
47% Shop less over all
35% Avoid major purchases
33% Boost online price research
17% Shop more online
8% Do more in-store shopping
Larson note: People still need to buy things. It still comes down to who will they buy from, you or your competition. Work on your market share and leave the rest. When the dust calms down you will be glad you did
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Forrester Research US ecommerce forecast 2008-2013. Shopping model December 2008
35% Avoid major purchases
33% Boost online price research
17% Shop more online
8% Do more in-store shopping
Larson note: People still need to buy things. It still comes down to who will they buy from, you or your competition. Work on your market share and leave the rest. When the dust calms down you will be glad you did
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations a week for marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Forrester Research US ecommerce forecast 2008-2013. Shopping model December 2008
Cash (Flow) is King
Looking at a company’s bottom line is not the best way to find a good company. Many companies will be asking for terms but are they worthy?
Financial results are hard to predict in a recession, plus there are many ways a company can “dress up” the renumbers to make themselves look better than they actually are.
A company can be profitable yet unable to pay its bills on time. If it is unable to borrow money it might struggle. As always but more so in a tight credit period having a healthy cash flow is the key to day to day solvency and growth.
At the most basic of levels net cash flow reflects the cash generated though sales of goods and services along with loans and other items and payments made in a set period of time. It is the raw measure while profit, which can include sales where payments have not yet been collected can be (easier to) manipulate.
Larson note: Cash is what makes the wheels of business move. Slow payers push business into difficult periods. As I tell my customers I am not a bank. So watch your accounts and don’t let them push your company over the edge.
At the same time remember growth has a cost. This can be a great growth period for a progressive aggressive company. You can only grow as fast as your cash or credit allows you to grow. Payroll, inventory, operating supplies all to up as you grow, tying up resources.
And one word on credit, there is a cost of credit. If what you use the money for does not offset the interest rate paid out, it’s not worth it
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Want more Larson? Register to recieve our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing your business. Call or email to get your spot to pick my brain for 30 minutes today.
Financial results are hard to predict in a recession, plus there are many ways a company can “dress up” the renumbers to make themselves look better than they actually are.
A company can be profitable yet unable to pay its bills on time. If it is unable to borrow money it might struggle. As always but more so in a tight credit period having a healthy cash flow is the key to day to day solvency and growth.
At the most basic of levels net cash flow reflects the cash generated though sales of goods and services along with loans and other items and payments made in a set period of time. It is the raw measure while profit, which can include sales where payments have not yet been collected can be (easier to) manipulate.
Larson note: Cash is what makes the wheels of business move. Slow payers push business into difficult periods. As I tell my customers I am not a bank. So watch your accounts and don’t let them push your company over the edge.
At the same time remember growth has a cost. This can be a great growth period for a progressive aggressive company. You can only grow as fast as your cash or credit allows you to grow. Payroll, inventory, operating supplies all to up as you grow, tying up resources.
And one word on credit, there is a cost of credit. If what you use the money for does not offset the interest rate paid out, it’s not worth it
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Want more Larson? Register to recieve our monthly newsletter at larsonassoc1980@yahoo.com.
P.P.S. We are offering 2 free ½ hour consultations for marketing your business. Call or email to get your spot to pick my brain for 30 minutes today.
Monday, March 2, 2009
Optimizing customer engagement
Achieving great results in your marketing, especially in a tough market where marketing expenses are one of the first cuts to be made, may sound like impossible
When consumers contact an organization, whether a communications company, financial institution, retailer or otherwise, that organization has already incurred a cost, simply by answering the phone or putting up a Web site. The challenge is how to more effectively convert those interactions into opportunities for a sale.
In order to do this, marketers need to change their perspective and let the customer history, market analysis and business objectives drive the touch pint to a higher level. To achieve this level of customization, aligning with individual customers, it can be a challenge to put in place on a broad scale, especially while also integrating with existing infrastructure, but it must be done in order to make each customer touch point count.
You need to take the elements of the customer engagement model, such as channel, content, cost and competition. Additionally, this approach optimizes all aspects of the offer mix, whether through Web, call center, e-mail or SMS.
With an integrated process, your brands can increase conversion rates go up, identify qualified leads easier, improve retention and increase overall satisfaction levels by engaging consumers. Marketing cost is limited because it can be is aligned with customer interactions that are already taking place. Positive feedback from the customer service rep to the end customer receiving the targeted message, should reflect a simple, yet effective, implementation.
Today, each customer is looking to satisfy their own individual needs, showing how they are not a simple static on your stat sheet. Thus, neither should you in your approach toward the customer.
Larson note: You need to make everything count. And push them in a integrated fashion so that 1+1+1=6. A multichannel makes a difference, a big difference in everything. Lock your attack to feed off each part and your results will start to skyrocket.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations per week to talk about marketing for businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Diane Lucero
When consumers contact an organization, whether a communications company, financial institution, retailer or otherwise, that organization has already incurred a cost, simply by answering the phone or putting up a Web site. The challenge is how to more effectively convert those interactions into opportunities for a sale.
In order to do this, marketers need to change their perspective and let the customer history, market analysis and business objectives drive the touch pint to a higher level. To achieve this level of customization, aligning with individual customers, it can be a challenge to put in place on a broad scale, especially while also integrating with existing infrastructure, but it must be done in order to make each customer touch point count.
You need to take the elements of the customer engagement model, such as channel, content, cost and competition. Additionally, this approach optimizes all aspects of the offer mix, whether through Web, call center, e-mail or SMS.
With an integrated process, your brands can increase conversion rates go up, identify qualified leads easier, improve retention and increase overall satisfaction levels by engaging consumers. Marketing cost is limited because it can be is aligned with customer interactions that are already taking place. Positive feedback from the customer service rep to the end customer receiving the targeted message, should reflect a simple, yet effective, implementation.
Today, each customer is looking to satisfy their own individual needs, showing how they are not a simple static on your stat sheet. Thus, neither should you in your approach toward the customer.
Larson note: You need to make everything count. And push them in a integrated fashion so that 1+1+1=6. A multichannel makes a difference, a big difference in everything. Lock your attack to feed off each part and your results will start to skyrocket.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations per week to talk about marketing for businesses. Call or email to get your spot to pick my brain for 30 minutes today.
*Source: Diane Lucero
The Week Ahead for March 2-6, 2009
Monday: January personal income, February institute for supply management index, January construction spending
Tuesday: February vehicle sales, January pending home sales
Wednesday: Federal Reserve beige book
Thursday: Weekly initial jobless claims, 4th quarter productivity, January factory orders
Friday: February employment report, January consumer credit
Larson note: This is not a nice week for reports. The news I fear will be hard to take. Remember that you don’t have to participate in this recession. Most of you are small to medium size businesses that are working in a mico-economy. You have the power to change just a few things to improve your companies total outlook.
Larson & Associates posted gross sales for February 2009 61.6% higher than February 2008 with a March projection in sales to be at least the same in not higher.
Want the same results? Call us.
Howard’s out of office public schedule for the week:
Monday: Tuesday:
Wednesday: Thursday: 6:30am Marathon Training group at Midtown (free)
Friday:
Trade show schedule:
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations per week to talk about marketing and your business. Call or email to get your spot to pick my brain for 30 minutes today.
P.P.P.S, subscribe to our newsletter "Mastering Marketing Monthly" at larsonassoc1980@yahoo.com
Tuesday: February vehicle sales, January pending home sales
Wednesday: Federal Reserve beige book
Thursday: Weekly initial jobless claims, 4th quarter productivity, January factory orders
Friday: February employment report, January consumer credit
Larson note: This is not a nice week for reports. The news I fear will be hard to take. Remember that you don’t have to participate in this recession. Most of you are small to medium size businesses that are working in a mico-economy. You have the power to change just a few things to improve your companies total outlook.
Larson & Associates posted gross sales for February 2009 61.6% higher than February 2008 with a March projection in sales to be at least the same in not higher.
Want the same results? Call us.
Howard’s out of office public schedule for the week:
Monday: Tuesday:
Wednesday: Thursday: 6:30am Marathon Training group at Midtown (free)
Friday:
Trade show schedule:
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free ½ hour consultations per week to talk about marketing and your business. Call or email to get your spot to pick my brain for 30 minutes today.
P.P.P.S, subscribe to our newsletter "Mastering Marketing Monthly" at larsonassoc1980@yahoo.com
Subscribe to:
Posts (Atom)
