Dear
Friends,
Here is another extract from
our 1st book, The Pillars of
Business Success.
Today we are discussing the
pitfalls that many business
owners fall into, 'Single
shot marketing'.
Here you will learn the
concept of using multiple
lead generation strategies
to bring more people through
your doors.
Regards
Tony Gattari
|
Arriving
2 April 2007
The Pillars
OF BUSINESS SUCCESS
Foreword by Peter Irvine
Co-Founder of Gloria Jean's Coffees
The Principle of
Multiple Touches
John has a sporting
goods business which sells equipment direct to sporting clubs. John has
owned the business for over 20 years, and has had the same clubs year
after year purchase from him. On the eve of his 21st year in
business, John decides it is time to retire, and pass on the business to
his son Matt.
In the first year of
Matt’s tenure the business was ticking along the same as before, when
John had the business. In the second year, a few of the regular’s
started to shop with an on-line competitor, who to low cost business
model could keep their prices down. In the third year, the government
introduced a new law which increased the taxes on poker machines. The
large sporting clubs, whose main source of revenue came from poker
machines, started to reduce the amount of sponsorship it gave to local
feeder clubs. The reduction in sponsorship meant that the clubs started
to tighten their spending, and shopped around looking for the best
price.
Year 3 was a disaster
for Matt. Matt followed his father’s formula in running the sporting
goods business. Now it is just not working. Matt started going into the
blame game; blaming the on-line competitor for under cutting prices,
blaming the government for increasing the poker machine taxes, so that
the clubs were stop spending. Matt was blaming all the factors that were
outside his control, but did not question what he was going to do to fix
the problem.
Business owners who are
below the line focus on problems. A business owner who is above the
line, focuses on finding solutions. Marketing is all about finding
solutions, because marketing is solving customer’s problems, and
communicating effectively how your business will solve their problems.
How can you solve other people’s problems if you cannot solve your own?
Matt spoke to a couple
of his friends who had businesses of their own. They told him how
advertising in the local paper had worked for them. So a couple of weeks
later, Matt placed an advertisement in the local paper, and he received
a couple of enquiries. Matt went into a mini depression; he had spent
$2,000 on an advertisement that had not really bared much fruit.
If you are an archer in
a tournament, and you shoot only one arrow, how do you feel your chances
would be in winning the tournament? Yet business owners like Matt, use
the ‘one arrow’ approach all the time. How does one marketing campaign
cut through all the clutter of thousands of other advertisements that an
individual will see each day?
ACTIVATION
How many marketing
campaigns did you conduct last year? ________________
How many of these
marketing campaigns were effective? __________________
Enquiry Generation
“I
don’t know which touch is going to get me a lead. But I do know that one
of them eventually will”
Look at jewelry stores,
nearly every second week; it seems that there is a catalogue inside the
newspaper that promotes engagement rings. Now how many times does the
normal person get engaged? In speaking to a jewelry retailer, this
concept was put to me very simply, and he said “I don’t know when people
plan to get engaged, but when they do, I want them to remember where
they can buy their engagement ring from”.
The principle of
multiple touches is about how many ways that you can engage an
individual to enquire about your goods or services. The principle states
that not one way will work on each individual, but one particular form
of communication will engage them into action.
Pre-Order
Your Copy Now!
Only $24.95
+p&h
|