Okay
let's cut to the chase. Everybody's talking about a worldwide recession.
We seem to be over-run by pessimists. Unfortunately this type of
'talking up the recession' rubs off on people. People get worried.
People get scared. People start putting in place contingency plans.
I'm not like that - and nor should you be. Even if your country
goes into a recession - there's nothing to worry about as long as
you keep marketing. This article explains what you should be doing!
Before we start, here are some interesting facts...
***
...In a Morril survey of 40,000 men and women involved in the purchase
of products and services over a five year period, it was found that
share of market went up in bad times - when marketing WAS continued.
***
...Studies of the last six recessions have demonstrated that companies
which do NOT cut back their marketing budgets, achieve greater increases
in profit than companies which do cut back.
***
So if times are tough for you at the moment (or in the future) because
of economic factors or personal circumstances one thing's clear -
DON'T STOP MARKETING. If you stop marketing - your business will
fail - pure and simple!
This article shows you some proven low cost marketing tools you
can use in difficult times. Please note these marketing tools should
be part of your overall strategy irrespective of your economic situation.
They are extremely effective. They are what I call 'recession proof
service business marketing tools.'
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1. Reactivate "dead clients"
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Contact past customers or clients who you previously did work for.
The quickest way is to call them and say "Hello, it's Julie.
I'm calling just to touch base and see how you're doing, since it's
been a few months since we last spoke." Ask them what's going
on with their business, home etc.
Don't specifically ask them for work but end the conversation - "Well
it's been good talking with you. Keep in touch, and if there's anything
I can ever help you with, don't hesitate to give me a call."
You can send a letter if you prefer. Whatever you do don't say you're
quiet and need work. You'll sound desperate, and even if you are,
never give your clients this impression.
The purpose of the call is to keep in touch and serve them better.
You'll be surprised how many ex-clients will give you some more work!
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2. Give a superior service to your customers/clients
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In difficult times you want to hold on to your current customers.
Give them more than they expect. Serve them well - better than before.
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3. Use cross sell and up sell to get more money
from new and existing clients
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This is a great failing in many service businesses. It's so easy
to sell more to a customer once they've taken that first step and
said, "Yes."
Make sure you're taking every available opportunity to sell more
services to your customers.
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4. Plan an aggressive new business marketing campaign
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It pains me to say this because this should never occur.
You should be continually marketing - if you're a POWER Marketer.
The main reason for this is that relationship building takes time.
If you start now it may take another 6 months before you see the
fruits of your marketing. Continually marketing takes this problem
away.
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5. Experiment and test your marketing
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This is the only way to get more for less. Test your headlines,
your offers, and your lists.
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6. Execute a postcard mailing
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Postcard mailings can be excellent for lead generation. One of my
accountancy POWER Marketers recently got an 11% response from a lead
generation postcard mailing. They're inexpensive to produce and you
pay the lowest postage rate!
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7. Use broadcast fax advertising
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Again like all these things I'm talking about - fax broadcast should
be one of your regular marketing tools.
In the UK a fax can be sent for as little as 3 or 4 pence depending
on the volume you send (and even less in places like the US).
20,000 faxes for example, can be sent for just £800 (at 4
pence each). Better still that cost includes the list, and you've
got no print cost.
As long as you follow some simple (little known) advertising techniques
specific to broadcast fax - you can't go wrong!
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8. Set up a planned contact strategy
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Make sure you're contacting your prospects and clients at least
once every 6 weeks and preferably once every month.
Putting in place a contact strategy like this is one of the most
powerful and effective things you can do. If you don't already do
this - I urge you to do it now. You won't believe the results!
***
Above all else as long as you have a marketing activity plan running
throughout the year - you'll succeed. You'll astonish the scare-mongers,
and leave your competitors behind.
Please don't dismiss this advice. It's advice you should adopt in
any economic situation - good or bad!
© Hackney Marketing Ltd
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Steve Hackney has spent 10 years and over $800,000
to
discover the secrets of how service businesses
can generate
5 or 6 figure profits every single month.
Better still he reveals every closely guarded secret in his
amazing free mini-course titled, "How To Skyrocket The Sales
And Profits Of Your Service Business - Closely
Guarded
Secrets Revealed."
You can get Steve's FREE 5 part mini marketing course by
clicking...
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Tel: 01202-257423