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Posts Tagged small business marketing

You want them to do what?

Nov 16

Posted by Steve Gray in The Marketing Dept | 1 Comment

When it comes to marketing, there are a bunch of questions I believe are important to consider, and I want you to ask these questions about your marketing.

What do you want them to…

  • Think – The message the marketing in front of the person either makes you think or not. The depth and length of that thinking is probably quite important, I figure as long as it leads to the next step then it works…
  • Feel – Does this follow thinking? How do you feel now that I challenged you to contemplate that… :) (deep huh) but the marketing message (image and or text) probably pushed a few internal buttons to get  you to feel a certain way once you thought about the message
  • Do – Action follows feeling as they say… therefore do you want them to sign up – phone – drop in – scan a qr code – read more – follow a link or…
  • Believe – The did what you asked (action) do they now believe even stronger that what they did was the right thing to do, I sure hope so.
  • Value – At some stage (probably after they have received whatever it was they get from taking the initial action) they will make an assessment about what they have received, if it fits to or exceeds their beliefs about it, and feel good about it then they will value it positively, if not bad news for you!

Get the message/s right so people value what you provide. That will then squeeze out the competition and give your business the edge, and what better place to start than with their  initial contact with your marketing message.

Naturally enough it’s one thing to have a starting point, another to be able to make it happen at other customer contact levels within your business.

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Retail therapy…

May 26

Posted by Steve Gray in People!, The Marketing Dept | 2 Comments

As we come into winter in Australia there are going to be plenty of businesses finding their retail stores are not full of people and hope they can make it through the leaner times with the profits they (hopefully) made during the peak summer months.

On many occasions I have spoken to retailers who say “Oh well what can you do, it gets quieter and you hope for the best, you get on the phone and have a chat to friends, get the juniors to clean up a bit and even open a bit later.”

I have seen many retailers in shopping strips sitting waiting and hoping… some survive some fade away.

How do you get around this issue and ensure your business can make it through tough times and perhaps thrive even though the temperature outside is telling you this really is “the winter of our discontent”.

Add to and ‘milk’ your database - If your business is interesting and has had customers come to your store for those one of a kind items you are known for, then you probably have a database of interested persons. If not then start building one! Make contact and start inviting them in for a fantastic shopping experience. Email and snail mail them AT LEAST 4 times a year (although you can readily do more with Email). Add a subscription service to your website, blog and online store then do everything you can to get people signed up and steadily build your numbers.

Shopping experience - You have a shop… what’s the ‘experience’ like… Do people love your service, your personality, the extras you add on, the items you sell? Or do they just come in because they have to and hate every minute of it. My view… Go for a stunning experience. Figure out how to do that with some brainstorming, internet research and KICK BUTT! – BRILLIANT service should be the first step, great displays, fast transactions, wonderful Staff, acknowledge all people who enter the store with a solid heart felt “Hello!”

Use your time – When it’s quiet in the store, develop your marketing plan and act on it. Devise a HEAP of ways to contact your database, build your database and keep them coming back for as little cost as you can. Email and facebook pages are one way, tweaking your informative and engaging website is another, adding to your web blog is yet another. Oh and here’s a critical one… do not vacuum the floor when people are in the store or anywhere near the store and see you  (or any staff) doing it, I hate it with a vengeance and will avoid the store at all costs (the noise is one thing, the tripping hazard of the cord is another and it’s just plain poor form!)

Get Excited! – If you are running a boring ‘old fart store’ with little life, a gruff disposition and a cold shoulder, prospects will find it hard to want to become customers, let alone repeat shoppers (clients). The more you can add excitement to cause people to want to shop in your store, more the more value you can get from them.

Cause people to take action – Ok so it’s quieter at certain times of the day. Can you run an event (an in-store demonstration or special display) or sponsor a catch up for a small group. Or perhaps you offer great package options you can make happen only at special times, to cause people to come in and stay there for a while. Or what about an in store treasure hunt… each day you could give people clues about where to find the treasure, perhaps online.

Give simple and effective reminders – Promo products can do this, drop a printed pen into their bag of purchases, give then an imprinted gift for purchases over $x. Chat to your friendly branding expert to get more ideas and ways to engage them more often. Add business cards in the bags each time (about 3 each time) people soon keep them for friends if the service is sensational and the experience and products are good.

Create an online shop – People like to buy, so sell to them in a way which fits for them, at home, anywhere in the world! Make it an easy to navigate online shop with Pay Pal as the payment device. And put on those things people can’t really get anywhere else. Avoid discounting the prices, buying is buying! then promote it on your FB page, twit about it, email people overseas and interstate (try to keep your locals shopping LIVE… They will find the online shop soon enough! are there other online or local shops you can connect with? Perhaps they can link to your shop too, you could have a whole community of connected businesses all working together feeding each other leads.

Get out there! – Sitting in your shop will cause  you to go nuts. Get you and your staff out in front and hand out goodies to prospective customers, give business cards,  chocolates “With the compliments of shop X”, a flier, an invitation to an event. (You can have them excited before they even enter the store!)

All of these tips are simply about loving people so they can love you back, and if you love your staff they will love you and the customers, Go on explore ways to give UNCONDITIONAL love to everyone you come into contact with. I think in an ideal world you could get so busy you would have to hire someone to keep this list of innovative connection options happening, as you could be too busy manning the till! Now that would be nice…

 

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Making the Marketing Difference

Feb 22

Posted by Steve Gray in Franchising, People!, The Marketing Dept | 7 Comments

You are up to your elbows in work, pressures from all sides are making your job NOT what you want, a lot of hassle. How do you find time to get out of the pressure cooker and search for solutions to give you breathing space?

Chances are if you have the time to read this, that’s probably about as good as things will get! So let’s jump in and see if we can provide some fast answers to your marketing department challenges.

Marketing relief options…

  • Get support – There are a whole host of “marketing supply” organisations all wanting to take your cash and supply you with goodies, but use the ones who can take the pressure off. The good ones do this by doing at least SOME of the thinking and organizing for you as well as supplying great products, the great ones will show you how to use the products as well… Try calling your friendly branding expert and see if they can do it for  you.
  • 1 hassle or five+? – If you look after marketing for a single organisation there is probably less hassle, however if you are looking after multiple organisations (in the case of a franchise group), then you might have a whole range of conflicting forces pushing and pulling. Find ways to keep these forces off your back, perhaps by educating the end users on how to fully use the marketing devices to full effect.
  • Think, not do… – It’s easy to say it but sometimes hard to do it! Perhaps it’s outsourcing the “practical side of things” and even some of the thinking, so you can plan better what’s coming up next. A friendly Branding Expert should be able to assist you with this and not just be a provider of products.
  • Plan – Yes the thinking part means you can be more strategic in your approach so planning has to be next. Figure out if you have to get more new customers, keep existing ones interested or support an organisation you are sponsoring. Then build your calendar of marketing options from there.
  • Keep your people informed – if you are a one person marketing dept or a 100 strong team, your wider network of staff in the organisation will probably need to know about how to handle the promotions and various processes you will put in place so use your intranet, email and or training sessions, to give them information and get feedback on what’s taking place, often great ideas can come from some very unlikely sources.

Now you are back on track, see what’s out there to make your job easier and less hassle.

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Creative marketing for 2011, will your business win this year?

Jan 25

Posted by Steve Gray in Innovation and Creativity, The Marketing Dept | 2 Comments

Its a tough time to be in business, GFC might be over to a degree, but buyers are holding back on spending, the following ideas are sure to get your friendly branding expert chatting and I am sure you will find ways to connect better with existing customers and excite new ones in the process.

Content creation on your website etc is one thing, but getting your target to see it is another. here are a few ways to explore a few pieces of the puzzle and develop a few answers. If nothing else this should be a spring board for your people to come up with some new options, share those in the comments!

  • Build digital communities people want to go to and stay at…. Give them reasons to stay, a gift, a prize and offer, an alliance, a chance to get tokens to build towards a bigger gift. along the way, they get your message.
  • Word Of Mouth as a way to get people to check out your social media information, blogs etc… so make a  you tube video of some people telling each other about your service. Imagine an office where two people are filmed by an apparently “sneaky camera” they talk about some of the benefits of using your biz, they say the biz name poorly at first (so you can’t quite hear it) then it gets clearer over time. have an anonymous you tube acct so it’s not your biz acct, then as they walk off the camera sneaks up and your biz card features on a desk..
  • Hand out your branded gear in an area where you are more likely to get to the sorts of companies which might use your services. Chat to your friendly branding expert for ideas and options.
  • Link a series of approaches together, your linked in group, with your face book page, with your blog, with your website, with your email’s and links on faxes out and adverts with QR codes to a starting point on your website.
  • Have fun doing suitable “stunts” and get media attention which features your website, a “mob event” for example try a creative dance group for some ideas.
  • Provide a suitable enticement via a promotion to get people to head over to your blog and sign up… If they are your target market then great! if not just give them the thing and move on… its a number game.
  • Create a PDF of value to your target market, they can only get after signing up to your blog. advertise it on  your facebook page and linked in group, while twittering about it a few times.
  • Create self qualifying adverts, “When you want what we have go here…” then lead them to your website and give them a reward for doing so.
  • Fortune cookies with a pr code in it to link to a specific page on your website.
  • Create a you tube video with your website featured in it, make it interesting, like have a home movie, or show  a calm and beautiful scene of rolling waves make it short and to the point, heck make a bunch of them, then send links to them via your email list, of course the videos have your website details across the bottom.
  • Load your autoresponder email outs with great tips, hints, ideas and links to your various resources. keep adding to it with brilliant information so they want to stay subscribed.
  • Develop strategic digital partnerships with others who can link to your target market, this way you can get more leverage and be seen as a go to person for resources and ideas.
  • Repetition, repetition,REPETITION!, some things just don’t change! Your adverts need to be seen by people multiple times to be effective… So will it be a branded product, a link to your site, PR codes (more linking…) emails to your targets or all of them! yep do the lot, one of them will be the one which connects!

More ideas you want to share? Use the comments section in the  header for this post to let us know..

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Marketing that connects

Jan 24

Posted by Steve Gray in The Marketing Dept | 1 Comment

Marketing can seem like a hit and miss affair and if not correctly planned and implemented it can miss more often than hit!

The aim is not just to get your name in front of people but to make it connect. When you get to connect with someone the longer you can do it the better, and the more effective the connection, even better still!

Here’s how it could work. If you put an advert in a newspaper and all it sasys is your business name and contact details, you might get a few calls, however if it has some degree of emotion connected to it, you have a better chance of connecting with the reader.

An example… a motor mechanic, if they play on the pain of a car breaking down and the hassle that can cause, chances are the people who know the pain would relate to the advert. Instantly you have a point of difference from the advert with just the details. And you are more likely to get people to take some notice.

It’s even better if the person wants the service you are delivering at the time when they need it most, so if you have played to the idea of connecting and your opposition hasn’t you will probably win more often.

So think deeper and figure out ways to connect so you can set yourself apart from a competitor.

Here’s another step… Let’s say you did a basic connect with the first step and you added a call to action in the advert “Mention this advert and receive a free gift when you come in” then you have a chance to connect again, let’s say the gift is a stress ball with your contact details on it and a tagline which says “We take the hassle out of your vehicle repairs.” Then there is a connection to the first message and you get to be the one to be remembered longer.

Freebies are just one way of connecting with your target customers over a longer period, but avoid just giving them out, make the people work for it, like bring in the advert and get a quote and we gift you.

Put your thinking cap on and see what you can come up with using the connecting rule as a starting point, if you need to, chat to a friendly branding expert to get more information, you will then have a head start.

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Solid Marketing Strategies

Jan 12

Posted by Steve Gray in The Marketing Dept | 2 Comments

You market your business to a world full of competitors, prospects and suspects and in the end all you want is results. A result which says your efforts were worth it, sales are up and the marketing you have done becomes a great investment, not just another business expense. Therefore it makes sense to get the marketing right, the place to start is with a solid marketing strategy and a chat to your friendly branding expert.

Solid marketing strategies vary, depending on the aim/s.

The best marketing strategies are those which are the cost effective at achieving the objectives they are designed to do. For example, if your goal is to increase awareness of a new product, various promotions, adverts, demonstrations, and a variety of other tactics might be appropriate.

If however your goal is to increase sales, incentives, product association (lifestyle with product for example) and product generalization techniques (where there are similar product ranges you can associate with), as well as product differentiation tactics (Making your product stand out from the rest) may be effective.

If you are aiming to increase awareness or sales, or develop a brand image, product differentiation (ours is better because…), emphasis on core competencies (features and benefits), low cost leadership (leading the pack in a low cost way), product development, and all other strategies that contribute to the uniqueness of a brand may be used as the base of a solid campaign.

What’s important here is agreeing on what the aim/s should be, especially if one aim works against another

Make it measurable and adjust to suit.

Often specific strategies which aim towards target markets may be the most effective as they get to a specific group or individual. General marketing strategies on the other hand can be useful if many of the end users are not easily able to fit into a descriptor of potential users (e.g. some soft drink brands.)

A big part of whatever strategy you use however should be that they should be measurable. This is to establish what works and what doesnt. This will save the organisation money on research, trials, and failed campaigns as well as time, man power in some cases, and will assist in minimising risk. To make sure it is measurable you need to figure out a definition of what success is in this context, e.g. if the aim is to increase sales of an item, by how many is probably the best gauge here.

if you need to cover the cost of the advertising, then the profit margin on those sales needs to at least cover the cost of the advertising, however it would be preferable to exceed that level, by how much will be the stronger definition. Once you have defined the success indicator then the measurement tool needs to happen, it could be as simple as a voucher which has to be handed in to redeem a free gift, or get a two for one deal etc You keep the voucher and count them up at the end of the campaign. then adjust if necessary for next time.

Make it relevant.

An outstanding goal in marketing is to contribute to a loyal customer base and build the importance or memorability of the brand. To do so is said to be found in making the advert or promotion relevant to the target market.

This means that the target market believes the product or service being marketed is something that they actually need or want, and once they get, it, they feel somehow satisfied.

Reinforce the message.

As advertising happens over time, you should be reinforcing the message you present, in general terms and even with more specific objectives, either way the longterm goal forms the basis of all the marketing done for the organisation.

It is essential that marketing strategies be part of a continuous process, which does not just reinforce messages, but also, builds upon the previous messages

Regardless of their market share, organisations must ensure their message and credibility is in the minds of consumers, otherwise your competition may just lead them to look at what they have.

Media has changed, change with it.

Tv is not the advertising god it used to be as people fast forward or readily flip through channels on the TV. however a mix of advertising types might need to be trialled to figure out which ones do the right thing for your business.

If an organisation does not use its research and measurement , its marketing efforts will be at the mercy of the gods and the true results unknown.

To cut through the clutter and noise of marketing and promotions, your strategy needs to be tested and true to your goals and desires, it may take in social media options, traditional media and various creative ways to get and keep the prospect interested in what you have on offer.

Stand out…
The big thing to make your marketing work, is to stand out from the crowd.

  • Have a point of difference. (Quality – Service and Value are a given, so think of something else like a guarantee or how you solve a problem better than your opposition.)
  • Create powerful, better headlines.
  • Keep asking what do they want.
  • Be better at service so they want to come back.
  • Create engaging and compelling copy in the adverts.
  • Have outstanding calls to action
  • Be creative in your approach, innovation is in.
  • Talk benefits, features are one thing, benefits last longer…
  • Connect with the people you are targeting.
  • Chat to your friendly branding expert if you need assistance to do more.

Now you have the start to a solid strategy, you need to figure out a plan of action to make it work. Grab a note pad or a whiteboard, jot down ideas and then grab a calendar and set some dates to make the strategy come alive!

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Choosing the right franchise for you

Jan 7

Posted by Guest Poster in Finance, Franchisees, Franchising, Growth, Planning, Risk Management, Starting out in business, The Board Room, The Operations Dept | No Comments

Franchise opportunities abound, but choosing the right franchise requires careful thought and considered research.

Combing through franchise businesses for sale notices should be less daunting if you implement a well thought-out research strategy. Using online research, industry publications, news clippings and other methods is a great starting point.

When identifying franchise opportunities, consider what will complement your lifestyle, business goals and your skill set. Some aspects to consider are outlined below.

Brand strength? Behind every successful business is a strong brand, bolstered by an enviable reputation. Read widely about how the franchise brand is perceived by the industry, customers and business partners. Part of what you’re buying is the company’s brand equity. What do you estimate the brand’s equity to be?

Finding out about financial health How open and transparent is the organisation about its financial health? A company’s balance sheet can provide valuable insights about how well placed the franchise business is to harness future growth.

Expenses today and in the future Before you buy a franchise, you’ll need to know what set-up costs are involved. There could also be ongoing costs, such as marketing or advertising levies.

Strategic marketing, PR and advertising expertise? Dig deeper into the company’s marketing strategy. What level of investment and support is offered nationally and locally? What marketing and branding expertise does the company offer? How well resourced is the organisation to fund public relations programs?

Systems for success? Systems are essential ingredients in any successful franchise network. How efficient are the franchise’s systems and processes – do they help or hinder your ability to operate the business?

Investigate the level of support on the ground Do they have a dedicated operational and field support team to assist you? Investigate the ratio of franchisees to field support infrastructure.

Consider the commercial environment Determine the competitive dynamics that are likely to impact the brand. Do they have a well-defined understanding of their competitors, future opportunities, trends and issues?

Create a shortlist of franchise business opportunities? Once you’ve created your wish list, shortlist your most suitable franchise opportunities. Map out what works for you and what doesn’t, including the business must-haves e.g. IT and marketing support, costs (one-off and ongoing) and other forms of critical infrastructure.

Talk to franchise owners at the coalface Franchise owners are valuable resources. They can often provide you with the ‘inside story’ about a potential franchise business opportunity.

Lesley D’Arcy – As a franchise recruitment manager at Mortgage Choice, Lesley D’Arcy is responsible for recruiting franchisees to greenfield (new) opportunities as well as selling established franchise businesses. Her career in franchise recruitment spans over 15 years where she has worked with many major franchise brands. Lesley has a wealth of experience in recruitment of franchisees and builds on this experience by unearthing and developing the latest and most innovative ways to help franchisors build their networks. This experience has given her the skills to become an expert in the field of franchise recruitment, excelling in lead generation, screening, qualifying and selling to prospective franchisees.

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Who’s in… Who’s out? Your business politics.

Sep 10

Posted by Steve Gray in Human Resource Management, People! | 1 Comment

In your business you will have politics (if you don’t like politics get out of business…) it’s all about who jostles for what position, who has power, who wants what and does what.

Politics is great, as long as it has positive aims and ideas (Check out your mission vision and values, it should reflect these.) Where it goes wrong is when people get a little off centre and the positive aims and ideals get shoved off the agenda (not officially, nor formally) but the various thoughts, discussions and notions taking place have “Hidden agendas” happening.

In the end the negativity connected with this level of “philosophical thought process” ends up down the drain. People get hurt, egos get fractured, casualties can be seen from the front to the back door in a “trail of blood” (more in theory than in reality).

I figure the aim of a leader, manager supervisory type is to curtail the pain before it begins. Let’s take a look at some of the issues you might explore:

  • Is there an “Inner Sanctum”? - This is a group on the “inside” outsiders can not penetrate, even though your values and ideals purport to provide a “fair go” for all. The upshot might be great ideas are not getting past the barrier created by this,  your loss… Take a look and see if there is any, then plot to break it down.
  • How transparent is the organisation? – From providing financials showing the state of play in the org, through to clear systems aiming to support your team (rather than your team feeling unsure about a system and how it works). Making things more transparent shows you are willing to chat about things and let the team know they are a part of the “organism” you have created.
  • What communication does not take place? – Things not discussed are things missed which perhaps should have been chatted about. Ask what are the things the staff chat about… Now take a look at what’s not being said. e.g. if they talk a lot about their favourite team sport but not about the how well the manager is doing, then in the background they could be stabbing them in the back.
  • How are they chatting? - These days email, SMS and the like means the backchat can be happening but you don’t know about it. I know “no news is good news”, and “You never hear good things about yourself” while these are interesting clichés, they are not always true and do you want to live your life by clichés?. Oh and avoid trying to cut out texting at work and private emails, they will do it anyway after hours or at lunch on their smart-phones. The aim, to allow them to do it with the aim of it being constructive.
  • How are they anyway? – The people on the “outer” that is, one or two casual chats will be met with a degree of scepticism “what do they want?” rather than an open conversation where they tell all. Your aim is to have all of your team “Onside” so it’s up to you to build an open and trusting relationship so they can feel comfortable sharing with you in a way which means you will not “rat” on them or use it against them. Keep your chats light and breezy, show you care and remember details (names, places and the like as reference points) and chat about them not so much about you! (that’s a gem!)

In time you can build an organisation which can stand on it’s own feet, knowing the right people are supporting everyone to be their best. Not a team of “Cronies” who aim to create more “Jobs for the boys” and exclude information and ideas. It will take work, it will take a critical eye, it will take you out of your comfort zone, hopefully the end product will be great for all concerned.

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Your business, your image, so who’s in charge of it?

Jul 15

Posted by Steve Gray in Excellence!, Leadership, People! | 3 Comments

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Many smaller businesses get to the point of understanding that to be a business owner and not just a business operator  you need a team of people to run the business and you are now reaping the rewards from doing just that.

While you have been busy doing it and aiming to do it well, is there anything you may have forgotten? For instance the image of the business?

It could be the display space in the window, or the signage which has slowly faded, or the vehicles your delivery people charge about in. No matter what it is, it represents your business image which in turn reflects what people (customers!) think of the business.

Who’s in charge of the image is an important and often overlooked area. Simply put most organisations say it’s the job of the Marketing Dept, while others will shove the responsibility to a junior to “set up the window display”.

Think about the situation and consider having a person (perhaps with a back up person) to ensure each week the “professional image” of the business is run through a checklist. It can be simple to begin with and build from there to become a fully blown in depth process, but please make sure it is a top priority as customers can be quick to judge and long to forget.

Here are some key areas to consider:

  • How well is the cleaning done in all areas, the slightest thing can put people off.
  • Are delivery drivers forbidden from smoking in a vehicle at ALL times?
  • Do vehicles with the business name on them present really well, or do they need to be cleaned and checked more often?
  • Display areas for stock, how good are they, and what are  you comparing them too?
  • Signage, fading or in need of a clean?
  • Your uniforms… up to standard or?

Start a checklist up and ensure the person in charge of the overall image of the business uses it regularly to effectively assess the business image.

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Featured forum member

Jul 2

Posted by Bren Ryan in Excellence!, People!, Starting out in business, The Board Room | No Comments


1. How did you get started in business?

I think I got started in business from birth. My Mum and Dad had corner stores and I was taught business skills at an early age. (I can remember balancing the till while in primary school… It was one of the ways we learnt to count).

After school I worked in One Hour Photoshops, working my way to Manager by the time I was 19. In 1995 I was offered a “job” at a lab as manager.. Turned out they wanted someone to buy it, so I did. This led to the expansion to 2 suburban Kodak Express stores. In 2001 someone offered me an offer too good to refuse so I took it ? (I took a year off and then took up a position as the EA to the Managing Director of the No 3 Photographic Supplier in Aus.)

Meanwhile my hubby, Mick, had been working in various companies doing Security Screens, Window installation, Blinds, Awnings etc. In 1998, I convinced him he should go out on his own. This business – Abacus Screens and Security – while successful, it suffered from my lack of time to manage the business side of things. (Advertising not planned, very much RE-active rather than PRO-active).

In 2000, he was offered a job at one of his suppliers so he took it. Lesson 1: ONE business at a time ?

Fast forward to 2005 and we moved from Brisbane to the Sunshine Coast. Mick secured a position at a local screen company. (I am still travelling to Bris 3 days a week). Mick learnt very quickly, the coast was grossly under serviced in the security screen business, so we resurrected Abacus Screens in October 2006

Understanding the problems from “Abacus Mach I” we put a number of things in place up front.

  • We made sure we had enough money to start. Printing, advertising, good ute, etc etc etc. Also enough “buffer cash” for 3 months wages, just to take the pressure off.
  • We joined a couple of networking clubs, so we had people to talk to and bounce ideas off.
  • Mick spent a fair bit of time scoping out who he knew (Lots of his old colleagues have moved to the coast and are now in management and decision making positions with building, window or aluminium companies)

Nearly 2 years down the track and all in going along VERY well.

2. What inspired you to become part of the FBT forum?

Gosh it is soooo long ago now ? From memory I was googling something to do with business and came across FBT. I am a forum junkie and join anything !!! Most though get deleted from my Favourites after 3 months or so when I get bored. So I guess the fact I have been a fairly active member for the past 24 months or so is testimony that the forum is vibrant and above all RELEVANT!!

3. What have been your three biggest business challenges (so far) and how have you overcome them?

  • Finding staff- As with many communities, we have a skills shortage on the coast. (Hmmm Well maybe not We have a “committed worker shortage”. Talk to many business owners (especially “tradie types” in any coastal community) and , if the surf is pumping, the sickie rate is high ?)
  • We have overcome this by asking prospective employees LOTS of questions (I asked the forum to give me some questions to ask – Thanks Guys!!) and following up references. My number one telling question with references is “Would you be happy to have “Fred” work for you again?”
  • Marketing – With my background in retail I have great skills in creating a rapport to keep customers coming back and back. Abacus presents a different scenario wherein, generally, we only see our customers once or twice Overcoming this is an ongoing process. I ask a LOT of questions of similar, non-competing businesses. Eg our local winner of “Young Woman in Business” is in the steel shed business, so I rang her up, took her out for coffee and picked her brain.
  • Managing Growth – Mick is getting a reputation among builders for being good ? So being able to say NO is difficult. We have learnt to say No gently, “No you can’t have it in 5 days but is 7 ok?” If he delivers in 5 Great!! But at least he doesn’t have to. Having a buffer allows us to outsource the manufacturing if need be.

4. What five tips would you give to a person starting in business?

  • Know your craft. (It astounds me how many people have NO idea about any part of the business they are in – Often seen in franchise owners)
  • Learn the basics of book keeping. It is VITALLY important to know the basics of profit and loss and the difference between Gross profit and Nett profit. I see too many people who think they can buy something for $10, sell it for $20 and think they have made $10!!
  • Work ON the business. Of course you will read that everywhere, but what does it mean? It is the time to do bookwork, time to think of marketing strategies, time to work on staffing, time for networking. You need to MAKE time. If you feel you have no time because you are actually doing the job- get some staff and let them do the job!! If you have staff for 1 day, use that day to work ON your business.
  • Make sure you (and your family)are healthy. As an employee, it is ok to have a day off to be sick or look after the kids when they are sick. It is much more difficult to do this as a small business. Keep fit and eat well.
  • Balance family life Keep a diary. USE it. I have been known to schedule family time. But it IS important to block time out in your diary for yourself. Remember that in the overall scheme of life, your kids and family is worth FAR more than any business. Little Billy’s birthday party is infinitely more important than any business meeting. If you already had a meeting with Client A and Client B wanted to meet at the same time, you would reschedule… Family is ALWAYS Client A!!.

5. Is there anything you would like to say about being in business, and or being an active part of learning more from Internet type forums?
Internet forums can be a good source of information and networking. FBT has a great cross section of industries and people who are ready to help. There is no such thing as a silly question!

6. The best part about being in business is…
The journey ?
I like to think of any of our businesses like a baby. They took a year or so of sleepless nights and teething troubles, then they walk all by themselves and eventually don’t need you anymore ? Along the way you need to guide and point them in the right direction, they won’t just grow on their own. Discipline is important and , if you get it right, you raise a healthy self sufficient entity, with a life of its own.

Mick Moynihan & Sue Josephson

Abacus Screens
25/6 Beerburrum Street
DICKY BEACH Qld 4551
Ph 5491 5489
Fax 5439 4125
www.abacusscreens.com.au

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Tracking Your Marketing…

May 14

Posted by Emma Rhoades in The Marketing Dept | 1 Comment

I am still completely stunned when I talk to many new clients of mine who don’t track their marketing efforts. I mean -come on… what a waste of money!

How do you know if it works?

Yes it can be a pain.. personally I love it. I love seeing where my website visitors come from, what page they came in on, what they clicked on, and where they went around my site. I love watching my contact forms come back with the box ‘Where did you hear about us” filled out and realising that my marketing is reaching further than I thought!!

So if you don’t track your marketing efforts, at least start with your website. Write this down – - Google Analytics.

Now go and visit their website - http://www.google.com/analytics/ . Go on. I’ll wait.

 

Ok, now that you have had a look  – go and sign up!!! This site is amazing with tools that let you track the sales process and see where your potential customers are falling off the process. Do you get visitors but no-one is buying? Find out what page they leave and fix it!!

You can also test different pages. So if you have a product and want to try different content, you can do a split test of these pages and see which ones convert the highest.

This tool is essential for any business owner with a website, serious about succeeding.

The best thing?

It’s FREE!! Go and start tracking your site now so you can improve the bits that aren’t working! 

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Creating Your Own Marketing Action Plan

Mar 5

Posted by Emma Rhoades in The Marketing Dept | 2 Comments

A marketing action plan is the most vital part of the planning process in your business. It details what strategies you will use, when you will do them, and what you hope to achieve. Setting goals and a timeframe is also crucial. Below are 5 tips to help you create your marketing action plan.

1)      What are you really selling? You need to work out what your benefits are, rather than your features. For example, if you are selling natural baby products, then your feature may be ‘all natural products’. But what does this mean for me? It means that I won’t have a chemical baby or bubs will be less prone to health risks etc.

2)      Define your own uniqueness. What is your USP? And try not to use cop out’s like ‘top service’ or ‘money back guarantee’. Find something that is unique about you and your business, that no-one else can replicate. Then use it. Use it all over your website, your emails, any interaction you have with your clients and prospective clients.

3)      So who might your target market be? Take some time to really think about this. Following on from the baby example above, you may think that your target market is mothers. And in a way, it is. But if you delve deeper into this, and ‘segment’ your market further, you will find that your marketing can be much more targeted. For example, if your products are priced at the higher end of the market, then you need mothers with a certain amount of disposable income. You won’t want to be attracting the bargain hunters, and this means you can cross out coupons as a method of marketing.

4)      Which strategy is for you? This is where many people fail to do some real research. The average business owner believes that the best way to market their business is via advertising. Wrong. Advertising may work for some businesses, but not for others. So how do you know which strategies work best for you?

Think about your target market. Your ideal customer. How are they feeling? What emotions do they go through before purchasing your product? Appeal to these emotions. Put yourself in their shoes and ask yourself how would they go about purchasing my product. For example, many products needs to be felt and touched before purchasing. Use strategies that incorporate this emotion.

5)      Track and report on how all strategies are doing. Always track your marketing. Ensure you keep an eye on it and take out what isn’t working, and increase those strategies that are working.

 

By now, you will be noticing that creating your own action plan takes time and effort to get it right. If you are unsure of what strategies will work best for your business, contact Emma at Diva Promotions and apply for your very own, personalised marketing action plan – http://www.divapromotions.com.au/actionplan or get your free list building guide – http://www.divapromotions.com.au

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