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Hi
In marketing yourself or your services, it's often more art than science to figure out the return in investment (ROI) of your marketing spend. Hence an old saying in marketing: "Only half your advertising gets results; the problem is we can't figure out which half it is."
That's not just an old saying, it's becoming outdated. If you're marketing online, you can get a much clearer picture of which activities are getting results and which aren't because of the traceability between your activities and the responses. So why keep going the unnecessary extra mile in your marketing efforts and budget?
In lean times, it makes a lot of sense to track the success of each activity. Knowing exactly which marketing activities are working makes it obvious where you should be increasing budget and where to cut.
So in this month's Fulfilment, we offer 2 articles and a book review on doing better marketing for less money. Don't forget that actions speak louder than words: your ultimate marketing message is your service to existing clients..
- Featured workshop: Customer Service Excellence: Going the extra mile for customers is bad business and thinking you should go the extra mile for every customer is strategically stupid. Our in-house workshop and supporting coaching and mentoring help sales and service teams learn how to truly wow customers without having to go the extra mile.
- Find the gap -- Be Seen. Be Heard. Be the Expert. Jacqui's case study offers lessons on how to use word of mouth and good PR to compete on a shoe-string budget against even a big player.
- Measuring online success: Rochelle tells us how online analytics can be used to tailor your marketing strategy and decimate your marketing budget.
- Book review: Duct Tape Marketing, John Jantsch: The number one job of every employee in every business is marketing. When your team really gets this, watch service quality soar. I review this seminal reference that no entrepreneur should be without.
If you're looking to improve your marketing or tighten your budget in a tight economy, you can get more in our archives:
- Systemise your marketing and sales -- "wanting it enough" will not win you the Lotto...
- 40 tips for beating the tough times -- 40 tips on everything from leadership to stock control
- No Marketing, Just Do -- your great service is your best marketing message
If times are tough it's sometimes hard to stay upbeat, so next month we'll share how to give feedback that motivates.
See you in July and all the best.
Brent Combrink
Fulfilment editor and ProMentor's founding owner
Cell: +27 (0)82 425 2708
Email your letters to: brent@promentor.co.za
Featured Workshop:
Customer Service Excellence
Going the extra mile is bad business -- it's no longer good enough and thinking you should go the extra mile for every customer is strategically stupid.
This half-day or one-day workshop gets you:
+ Know who defines service quality and why; hint: it's not you +
+ Why excellent service requires more than just good delivery +
+ How to create memorable customer experiences +
+ Assuring service excellence through service systems +
+ How to fire customers who don't work for you +
+ Building loyal relationships with your best customers +
Available at your offices and scheduled at your convenience
in Cape Town, Gauteng and KZN.
Investment for up to 10 delegates:
R10,500 full-day
R6,500 half-day
*R150 pp after 10 delegates
Includes all notes and pre- and post-workshop briefings
Excludes VAT, venue and catering
To book this or other topics, call ProMentor at 021 683 7575
or email info@promentor.co.za
Find the Gap -- Be Seen. Be Heard. Be the Expert.
By Jacqui Duarte
18 June 2009
Word of mouth marketing is one of the most cost effective ways to promote any business. But how do you get to increase your share of voice among your target audience? Jacqui's case study offers lessons on how to compete against even a big competitor on a shoe-string budget.
Read more...
Measuring online success
By Rochelle Harwin
18 June 2009
Recent stats from the Online Publishers Association show online readership "growing at over 25%, from 4.8 million in 2008 to over 6 million for the same period in 2009". Consumers, young or old, techno-savvy or techno-phobe, all seem to be demanding an online presence to be considered a worthy trader of goods / services.
Read more...
Book review: Duct Tape Marketing
Author: John Jantsch
By Brent Combrink
28 May 2009
The number one job of every employee in every business is marketing. When your team really gets this, watch service quality soar. With easy to apply systems and tools, Jantsch strips away the BS and gives it to you straight -- a veritable bible for any entrepreneur with a tight budget and serious about marketing properly and cheaply.
Read more...
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