| |
| |
|
Marketing Information |
|
|
|
Is Your 4X4 Trail Rated?
"Traction. Articulation. Ground Clearance. Maneuverability. Water Fording. We've put your new Jeep vehicle through extreme tests on the most extreme off-road terrain we could find. Trail Rated means your Jeep vehicle is designed to surmount any obstacle you're likely to encounter and some you may never see." - Statement on Jeep Web site Jeep's marketing campaign for its Grand Cherokee, Liberty and Wrangler lines has a lot of existing and potential owners wondering what "Trail Rated" might do for them. That's a brilliant move on Jeep's part. In its basic form, Trail Rated is an internal system Jeep is referring to as "The New Standard in 4X4 Capability." By creating Trail Rated, Jeep established the industry standard by which others will be judged. Until competitors?or J.D. Power & Associates?introduce their own measurements, Jeep pretty much owns the benchmark - and the minds of all potential 4X4 buyers. Many other companies have developed systems to enhance their products or services, or the delivery of them. Sometimes these even spin off to become self-sustaining businesses. American Airlines did it with their SABRE® reservations system - which actually makes a whole lot more money these days than airplanes for shareholders. While your system in your small business may not be a candidate for becoming its own revenue stream, it could be a key marketing tool that immediately and powerfully distinguishes you from competitors. Success Handler Action: With your team, list all the things that make you unique - your industry-leading (or, at least, local competition-topping) standards. Here are some ideas to get started: ? Name some things your clients thanked you for recently. Why did they take the time to do that, and what system do you have in place that made these specific transactions go so smoothly clients went out of their way to let you know about it? ? What elements have you incorporated into your product, service or delivery as a result of trying to streamline that activity and/or noticing what clients were doing or saying? For example, one night at dinner recently, the waitress wrapped my receipt around my credit card, and attached to a pen the one I was to sign. This was a subtle action that caught my attention. Clearly, this restaurant noticed how customers frequently look at two receipts and wonder which one to leave behind. Then they came up with a better way - a system - and a nice touch that takes their excellent service to a higher standard! ? What formal processes do you utilize and/or what checklists do you use that could become part of your marketing initiative? A leader in the signs industry, created a system in which all projects flow through a quality control process from start to finish. They perfected it to such a degree they brand "Raising The Bar" for marketing purposes, commissioning a logo to show their pride and using it as an internal motivator as well. ? Is there something you do that is highly unique? Think of the Budweiser "Born On" Date. They were probably putting dates on their beer for a long time, or at least keeping record of them, but by recognizing this system as a marketing opportunity, the created a competitive advantage. Even if it isn't unique, you might be able to market something successfully - especially if your competitors aren't. For one small business client, we implemented a "We Recycle Peanuts" campaign, because no one else (read: the big gorilla competitor) was taking advantage of promoting this. The owner told me that for the first time since opening his business several years ago, he hasn't spent one dollar buying peanuts this year...a substantial savings. ? What really closes sales for you? Maybe it's you! If so, this can be a great marketing opportunity. Just think of it: "You get x and y and z and, most importantly, you get ME!" Now those great marketing guys at Daimler-Chrysler would think that's a brilliant idea! Copyright © 2005 by Success Handler, LLC. All rights reserved. The Coach, David Handler, is the founder of Success Handler, (http://www.successhandler.com), and specializes in helping small business leaders, franchisees and franchisors find clarity and take action. He understands the challenges of running a business, because he's been there - as a small business owner, franchisee, franchisor, corporate leader and trainer. Much like sports coaches, his coaching will show you how to compete on a level playing field in your industry.
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
For Ongoing Success, Make Marketing a Habit Make Marketing a Must, Not a MaybeWhen business is booming, it's easy to put marketing on the back burner. Why focus attention on getting new customers when you already have all you can handle? The reason is simple: when things slow down, you want to have new clients in the pipeline. Break Even On Your Next Direct Mail Campaign...And Still Generate Huge Profits With direct mail, you can break even and still claim success. The reason for this can be understood only when determining the lifetime value of each customer brought in and the likelihood of those customers responding to subsequent offers. Beware: Marketing Sinkholes Ahead! Life provides your business with enough opportunities for failure. Don't help it along by creating sinkholes to consume your limited financial resources. Mortgage Marketing - How to Earn More Business From Realtors® Is your marketing strategy getting the results you desire?Mailing postcards, handing out flyers, giving out your business card, and referring real estate agents to your website are forms of marketing activity, but does that mean it's effective?Being effective first means understanding how marketing to real estate agents works. Otherwise, you're practicing the definition of insanity - Doing the same thing repeatedly, each time expecting a different result. Multicultural Marketing - Taking Care of Business At Hand Multicultural marketing mirrors the changed face of America and is getting the attention of small-business and other organizations looking for an edge in diverse ethnic markets. "Gone are the days when businesses succeed with a 'one size fits all' approach to marketing. What You Must Know When Marketing Your Business Marketing is both an art and a science. Anyone who says differently probably isn't doing very well marketing his or her business. How to Protect Yourself Against the Hidden Cost of Shipping to Trade Shows Trade Shows are lots of work, but they can generate lots of new business for their participants. In addition to the expense of staffing your booth, food, lodging, display, travel, etc. Marketing With Business Cards Many businesses today overlook the importance of business cards as a very powerful marketing weapon. Their business cards contain just a name, company, address and phone number. A Point in Every Direction is the Same As No Point At All Ever try to be something for everyone and find no one wants it? Do you have trouble finding the time to focus on your business? Do you do so much for so many that you find it's difficult to make any financial progress in your business; much less make an indelible mark in the mind of your potential customers? I found myself on that road so many times, that I could be a tour guide for Please-want-me-ville.Where did this come from and how can you get it to stop?It starts publicly when we're very young. Adapting Blog Technologies To Corporate E-Newsletters Every January, trade publications put out a list of predictions for the coming year. They discuss products, services and trends that they think will change the way business is done, labeling these "disruptive technologies. Is CRM Technology Living Up To the Hype? Over the last few years the buzz about CRM (Customer Relationship Management) has grown extensively. It seems that every Sales & Marketing executive is talking about it. The Marketing Plan and the Four P's The Marketing Plan section of the business plan demonstrates how a company will penetrate the market with its products and services. The Marketing Plan should include "the four P's" - Product, Promotions, Price, and Place. Design Does Matter The idea that good design can improve how people perceive your business has long been a part of a designer's sales tools.They try to convince you that by improving your image, maybe creating a new logo or changing the way you communicate with your customers you can somehow improve sales and improve your bottom line. Testimonials - FREE Quality Advertising FOR YOU! Every business person who has any kind of product or service, and the merest beginning of marketing sense, invites TESTIMONIALS. These might be called "reviews" or "peer reviews" or "customer comments" but they are all testimonials - a third party endorsement as to the merits of a product which helps another potential customer decide whether they wish to engage with this product or service. How to Avoid Giving Away Free Consulting After spending 30 minutes in a coffee shop with a potential client, I realized that the sheet of paper they were writing on was almost full; full of ideas that I had just given away for free. If you consult, coach, or are in the advice-giving field, you may have had a similar experience. 30-Minute Marketing Marketing your small business takes tons of time, years of experience, and lots of money, right? WRONG! Anyone can learn effective marketing techniques that are simple, inexpensive, and best of all, quick! This summer, get in the habit of regularly marketing your biz! The following are some marketing techniques that you can accomplish in 30 minutes or less. Pick a few that appeal to your style. Direct Mail Do you have a website? A Web Newsletter? A mailing list of e-mail addresses for customers? Do you track and test everything? You can use the web to get sales in lots of exciting ways which are dependant on technology that's available at the time. Whether you budget is Ł600 or Ł6000, I can show you how it's done effectively time after time after time! So here's what I do when I start working with clients and I would like to offer it to you as a gift now. Smart Ways To Rocket Launch Your Profits If you really want to pull more profits from your business, you really need take some of the actions listed here. 1. How Nearly Going Broke Taught Me The Value Of Niche Marketing If you want to learn how effective Niche Marketing can be, I suggest you "don't" take the route I did.Back in 1983 I started a company offering general Electronics Subcontract Assembly services to just about anyone who made Electronic products. Why Your Sales Copy Should Be Written As If It Will Never Be Read At All! What is enthusiasm?Well, consulting good ol' Mr. Webster, you could stake a claim that enthusiasm is "an absorbing possession of the mind by an interest, study, or pursuit; [an] ardent interest.
|
| home | site map |
| © 2006 |
