Marketing Information

Your Marketing - From The Couch To The Cash Register


When you put time or money into any marketing plan, your only objective is to MAKE A SALE. Are you sure your marketing is going to get your customer from their couch to your cash register?

When somebody hears your message or sees your logo from some medium you have created, what does the path from that first 'touch' to your cash register look like?

We call this path the yellow brick road. If your yellow brick road is well built, then your customer will follow a developed path from a recognition point to your cash register. If your road is not well built, there is confusion in your message and because of others' more developed avenues, this customer will end up at your competitor's cash register. Therefore, your road must stand out, and it must be designed in a way that will lead the customer through a predetermined path with a transaction being the primary goal.

An example of a marketing plan without any such road is one that puts advertising out into the community and does not have a clear actionable next step; or one that has the clear and actionable step, but the step is too big for the customer who is not ready to make an immediate purchase. A person who has been casually contemplating the purchase of your product will not react to a "One Day Sale Next Friday" advertisement. She may consider dropping by your store next Friday during your advertised sale, but chances are that will be forgotten after five minutes. This customer has no path to follow because the timing and the conditions were not yet right for her.

Your advertising in this case, has been somewhat wasted. A woman who will make a purchase in the next six months received it, but the only option that you gave her was to buy next Friday. You do not know who she is and you have no way of following up with her.

Your own aimless advertising cost yourself a warm lead.

The only way to keep in touch with this person is to continue to run costly advertising, and maybe, just maybe, when she is ready to purchase, she will receive another one of your mailers or hear your radio commercial and she will come right in and buy from you. I would not hold my breath if I were you.

Now we'll run the same example with a message that clearly has a road for this customer to follow. You run an advertisement in the Sunday paper. The advertisement is designed in a way that creates a clear path: a visit to your website. She will visit your website because you have an offer that both interests and engages her; something that caught her eye and sparked her interest. This could be anything from a product recommendation tool your website offers, to a free book about how to pick the perfect product. You will intrigue her enough that she will take the first step down this path. This is powerful because when she goes to the website or calls you on the phone, you will capture her information.

The minute that you capture her information, you have capitalized on your marketing investment. Information, when it is in the right hands, is as good as cash.

Therefore, instead of positioning your advertising, or any other marketing program, to go right for the sale, you should instead also create a more comfortable step for people to take that will give them something of value in exchange for their information.

When you have their information, this puts them on your road. Once they are on your road, you will have everything choreographed so that you touch these future customers as often as possible in a systematic way. With these frequent touches you will be keeping that top-of-mind awareness and you will be flying a holding pattern until they are ready to buy.

Each piece that you put out into the community will have a specific objective about where you want them to go. You will have to choose the destination (website, phone, or to stop in) based on your chances of success of actually getting them there. This being said, obviously, you want them to come into the store, but this is the hardest objective to achieve.

You must understand the proper objective of marketing. This objective will be one of three things. It will either lead the future customer to click, call, or stop in. It is important that you understand your own path as to deliver a clear message to the customer.

When your path is well structured, it will lead right from the customer's couch to your cash register.

Tom Richard is the author of Smart Sales People Don't Advertise: 10 Was To Outsmart Your Competition With Guerilla Marketing To buy this book or to subscribe to Tom's weekly ezine, visit http://www.tomrichard.com/


MORE RESOURCES:
Business:Marketing Articles from EzineArticles.com
06/30/2020 06:35 AM
5 Tips to Help You Choose The Right Textile Supplier
As a business owner, if you want to ensure a successful supply chain, you must look for the best textile supplier for your brand. Before you go with the supplier, know that there they should be able to satisfy all of your requirements. Given below are some tips from experts that will help you choose the best supplier. Read on.
06/22/2020 08:48 AM
7 Steps To Creating A Successful Business Plan
When you answer these 7 questions seriously, you can easily create a workable daily plan of action. Before you know it, you'll be successful because you have a clear plan.
06/19/2020 04:18 PM
How To Expand The Lifetime Value of Your Customer
Nothing is more important in your business than your customers. The more you can study what they need and find a way to deliver it to them, the longer they'll stick with you.
06/19/2020 04:13 PM
How to Use Empathetic Marketing in Your Social Media Strategy
As a business owner, it's important to take an empathetic approach in all of your marketing materials, from your website copy to your social media strategy. By empathizing with your customers, you can better serve them. So to help you get-and stay connected-with your customers, here are four ways you can build a social media presence with more empathetic content marketing.
06/01/2020 08:53 AM
The Importance of Empathy-Based Marketing
As a business owner, you may have had to pivot your marketing strategy during the pandemic by putting yourself in your customers' shoes to better serve them. People want brands to be more empathetic and aware of the long-term impact it will have on their lives. Here are some ways to use empathy to enhance your marketing strategy.
05/26/2020 03:42 PM
Why Hiring Digital Marketing Services Is More Important Than Ever
Digital marketing is an essential tool for any organization and especially so in times of crisis. Making an investment in digital marketing services is more important than ever and may very well be the deciding factor in your company's survival.
05/26/2020 03:41 PM
How to Evolve Your Business Model As Times Change
As business owners we want to emerge from the coronavirus pandemic not only in one piece, but as successful entrepreneurs who have learned some valuable lessons. As we enter a "new normal", customer expectations have changed. Now is the time to change your business model to meet your customer needs. Here are a few ways you can pivot your business model to meet these new customer needs.
05/14/2020 09:51 AM
The Impact Of COVID-19 On Search Trends And SEO
The rapid spread of COVID-19 virus from China, and beyond, has brought the businesses worldwide to a sudden halt. The impact of COVID-19 is shifting daily. So is its effect on the search trends and SEO. Therefore, we decided to help one understand the impact of coronavirus on SEO and search trends.
05/11/2020 07:56 AM
Pinterest for Business - Does It Make Sense For Your Niche?
Many people overlook Pinterest when it comes to their business. Pinterest is more than just recipes and arts and crafts. Find out if Pinterest makes sense for your business.
05/11/2020 07:54 AM
How to Build a Crisis Response Landing Page
During this COVID-19 pandemic, visitors to your business website are looking for reassurance and resources, whether it's around health precautions you're taking to prevent the spread of coronavirus or changes to your opening hours. Creating a crisis response landing page is to communicate serious messaging to your customers. Read about the importance of updating your website for COVID-19 and how to do it.
05/05/2020 07:22 PM
Nonprofit Videos
Learning to produce and post videos can enhance nonprofit organizations' ability to communicate their mission and message. Short videos get more views. Professional assistance is helpful but no longer necessary to produce quality videos.
05/01/2020 06:29 PM
How Tour Operators Cope With The COVID-19 Pandemic?
Impact of COVID-19 in Hotel and travel Industry. In the wake of the COVID-19 pandemic, many industries have taken a hit but the major brunt was seen and felt almost instantly in the travel and tourism industry.
05/01/2020 06:24 PM
Your Guide to Paid Marketing During COVID-19
If you're a business owner, COVID-19 is probably affecting your paid advertising campaigns. Now is the time to create an advertising strategy so you can prepare your business to move forward now and in the future. Here are three tips on managing your pay-per-click advertising during this coronavirus.
04/24/2020 08:15 AM
3 ECommerce Challenges & Solutions for Tough Times
There's no arguing that COVID-19 has led to increased internet traffic as people work, socialize, and entertain themselves online. But an increase in internet usage doesn't necessarily translate into increased sales for your small business. Here are 3 eCommerce challenges and solutions to help you maintain and even grow as an entrepreneur during this crisis.
04/20/2020 10:03 AM
17 Strategic Business Pivots to Make in the Time of COVID-19
The coronavirus epidemic has created many challenges for businesses. This means your business needs a plan so you can prepare for future growth and success. Here is a COVID-19 checklist of 17 strategic business pivots you can follow and implement right now to help your business.
04/15/2020 06:50 AM
A Quick Look Inside an Online Keyring Business
The simple solution to expanding your business. Guaranteed to work for any Business.
04/10/2020 05:37 PM
4 Marketing Strategies for the COVID-19 Crisis
The COVID-19 pandemic has left many small business owners uncertain as to how to cope in these strange times. Many find themselves planning for new business challenges related to the coronavirus. If you find yourself having to create a coronavirus crisis management plan for your business, here are a few things to focus on.
04/08/2020 03:40 PM
The Almost "Secret Ingredient" to a Highly Profitable Business
Recently, I watched probably one of my favorite movies of all time: Kung Fu Panda. Now, before you write this off as a stupid animated movie, there's a GREAT business lesson hidden inside if you're an expert, consultant, or coach. Here's the TL;DR version of the movie: 1) A big fat panda, Po, is "accidentally" picked to become the chosen one 2) His master, Shifu, doesn't want to train him because Shifu believes Po was chosen by accident 3) The great master Oogway, however, tells Shifu that "there...
04/08/2020 03:40 PM
How "Repulsion Marketing" Can Attract Your Best Buyers
Behold the glorious power of polarizing content. And why I'm all for "repulsion marketing" instead of "attraction marketing." Let me give you the perfect example: Yesterday I wrote a post about why minor spelling mistakes can actually nab you more sales (there are scientific studies that support this).
04/07/2020 08:41 AM
Communications Plans Matter
Communications are essential during this time. Having a solid communications plan can help to maximize your results. Without a plan, you are just throwing darts in the sky and hoping they land where you want them to.
03/28/2020 07:47 PM
SEO Services: Changing the Way You Expand & View Your Business
The SEO professionals are highly skilled in their job and with a glance at your website, they will understand what needs to be fixed. As these experts work on various SEO services and optimize numerous websites, they have the experience to work for this industry.
03/28/2020 07:44 PM
7 Ideas to Use "Found Time" During COVID-19
During this COVID-19 pandemic, nothing is as usual. Here are 7 ideas to help you take back a bit of control in your business and prepare for when things get back to a new "normal."
03/28/2020 07:41 PM
How to Pivot Your Small Business Strategy During the COVID-19 Crisis
Creating a coronavirus crisis management plan for your business allows you to pivot your marketing strategy so you can offer customers help and assurance when they need it most. Here are a few things your business strategy should focus on during this COVID-19 pandemic.
03/23/2020 10:06 AM
Should You Stop Marketing During COVID-19?
As a small business owner you may be concerned about the impact of the coronavirus has on your business; your revenue, employees, and marketing funnel. Although you shouldn't stop marketing during CONVID-19, there are many ways your marketing approach could go wrong. So here are three ways you can effectively market your small business during the coronavirus outbreak.
03/20/2020 11:45 AM
3 Types of Loyalty Programs for Businesses
An introduction to the three main categories of loyalty or membership programs that a business can set up. Almost any business and increase their profit by setting up a loyalty system.
03/17/2020 09:43 AM
6 Tips for Writing Conversational Content
Conversational copywriting resonates with your audience. Here are 6 tips to ensure your content sounds like you're having a conversation with a friend - but more compelling.
03/02/2020 08:25 AM
Starting Your Model Car Collection With Style
It is a human desire to embrace speed and drape themselves in style. When looking at this through the acts of human nature, purchasing luxurious homes, fast cars and wearing bling is what makes us feel we belong. In many homes however, affording the fancy clothes and the fast cars is more of a financial dream than it would be a reality.
02/24/2020 10:12 AM
Entrepreneurship Vs Freelancing - Which Is Better?
Business is an unpredictable choice It begins with a thought. You consider taking care of a basic issue day and night. You take responsibility for the issue of changing the world with desires for profiting.
02/24/2020 09:13 AM
Consumer 3D Printing Market Future By 2023
Americas dominates the Consumer 3D Printing Market, followed by Europe and Asia Pacific. It is expected to reach $2694 million at a CAGR of 19.90% by 2023.
02/24/2020 09:12 AM
Are Chatbots an Effective Tool for Entrepreneurs?
Asking whether chatbots are right for your business is like asking if social media marketing is right for you. If they haven't made it to your industry yet, bots are well on their way. Messaging apps are becoming the next big thing in marketing. Social media is still king, but messaging apps are slowly taking over. The way to capitalize on this is through bots.
02/24/2020 09:09 AM
Why Goop Is to Wellness What Trump Is to America - An Aberration and a Disgrace
Most think of intelligence as something approximately like the IQ test, which takes account of human capacity to manage puzzles, math, pattern recognition, vocabulary and visual searches.Critical thinking (CT) is quite different from raw intelligence. Cognitive CT skills enable and promote rationally and reliance on evidence. Critical thinkers are skeptics, flexible thinkers who use doubt and independent judgment to detect fallacious schemes to persuade them. Critical thinking means overcoming mental frailities, such as superstition, confirmation bias and other tools of the film flam artists.
02/24/2020 09:03 AM
Capturing the Boomer Dollar
There is a reason that the new concept in marketing is turning "silver" into "gold." A distinct marketing strategy will need to be developed and employed to train younger staff to tap into this market.
02/21/2020 12:03 PM
5 Questions You Must Answer to Grab Your Website Visitor's Attention in Seconds
Your Website has a lot to do in a fraction of a minute. Here are 5 questions you need to ask to ensure prospects stick around.
01/30/2020 03:25 PM
How to Set Social Media Goals in 2020
Having a social media plan is an essential piece of your business marketing strategy. This 3-step guide will help you understand how to set your social media goals for 2020 so you can connect with your customers, increase awareness about your brand, and boost your leads and sales.
01/21/2020 10:18 AM
How Do You Market To Millennials?
Millennials are people born roughly between 1982 and the mid-1990s, reaching the age of 18 between 2000 and 2008. There are about 75 million of them, equal or slightly higher than the number of baby boomers (those born between 1946 and 1964).
01/17/2020 09:22 AM
Your 2020 Guide on How to Get the Most Out of Video Marketing
Video content marketing has increased in popularity. From ways to incorporate engaging footage into your campaigns to the latest social media platform rules on using video, here are some of the latest video content marketing trends and tips for 2020.
01/09/2020 06:51 PM
A Red Cape Among White Ones: B2B With a Twist
Sell yourself differently. Sell the result, not the tool. The result is often translated in the mind of the client as a chain of emotions. Target those positive ones and sell the experience. Have the courage to be different in a world that is the same, left and right.
01/06/2020 10:37 AM
6 Ways to Increase Sales After the Holidays
Whether you made a hefty profit or experienced a holiday sales slump, there are ways to increase sales in January and beat the post-holiday fatigue many businesses face. With a little planning and creativity, you can set up your small business so you engage your customers and fight the post-holiday slump.
12/18/2019 03:22 PM
Online Shop
This is the website which is the number one online shopping website for number one brand and very fast delivery products in your home.so you can order products from this website without any tension.And stay with us for get new and updating products news always.
12/03/2019 09:43 AM
Make Your Black Friday Promotion Work For You!
All the other companies are running Black Friday (or some other holiday) promotions - you should probably run one, too. But what are your objectives? I mean, what do you want to achieve with your sale?
11/14/2019 02:45 PM
Social Media Marketing
Marketing is a way of communication between a business and potential customers for presentation and promoting values of a certain product or services. The main goal of marketing is to sell. Social media marketing is to take advantage of the benefit of the social network to realize some of the marketing goals such as promotion and establishing a relationship with customers etc.
11/14/2019 02:38 PM
Getting Your Photography Website at the Top of The Search Engines
There are several factors when done correctly will increase your search engine rankings for your major keywords within your desired geographic area. Before going any further, it is important to realize that if you are serious about increasing your revenue with stronger search engine rankings, you simply need to follow the steps laid out over the next few weeks. Here are the lessons we will cover over the next month: Setting up the proper keywords Optimizing your website for strong search engine rankings How to rank...
11/12/2019 02:07 PM
Do You Really Know What Business Marketing Is?
There are countless books and courses on marketing and how to do it properly. You've probably read or attended some yourself. But, do you feel like you have a good grasp of marketing?
11/06/2019 01:49 PM
6 Ways Coupons Can Boost Your Sales Within No Time
There are many questions in our mind related to coupons, that how coupons have positive impact on business? How coupons build store traffic? How coupons can give boost to your sales? How coupons are great way to attract customer? How coupons re-activate old customers? In this article your doubts on coupons will clear.
10/29/2019 01:35 PM
Best Way To Advertise An Online Business and Generate Traffic
It's Mike Grady from Business Fuel Tools and I am answering the question of the week QUESTION... What is still the best way to advertise/promote an online business and generate traffic THE SHORT ANSWER... Pay Per Click Ads...
10/29/2019 01:34 PM
Marketing Online With a Funnel Strategy, Is It Still Viable As of Today..?
It's Mike Grady from Business Fuel Tools and I am answering the question of the week QUESTION... Marketing online with a funnel strategy, is it still viable as of today? THE SHORT ANSWER... Yes... If you have effective funnels
10/29/2019 01:16 PM
The Best Affiliate Marketing Tools That Would Help You in Affiliate Marketing to Boost Your Sales
A Sales Funnel is kinda like cloning your top sales person and letting them close sales for you 24/7. The best sales person to sell your product..
10/29/2019 01:16 PM
Can Clickfunnels Make You Rich..?
It's Mike Grady from Business Fuel Tools and I am answering the question of the week QUESTION... Can ClickFunnels make you rich... THE SHORT ANSWER... NO.!!
10/29/2019 12:20 PM
The Edge of Using Coupon Codes
Businesses use a lot of strategies to increase their conversion rates. And one of those strategies is the use of coupon codes. They are also known as promotional codes.
10/28/2019 12:57 PM
Most Important Lesson Can People Learn About Successful Affiliate Marketing
QUESTION... Most important lesson can people learn from affiliate marketing? THE SHORT ANSWER... Yes, You should absolutely outsource it.


home | site map |