Researchers have shown that 92% of people fail at there New Years resolutions.So why do you think that is? Well first of all making important life or business decisions based solely on a date may not make the most sense, but more importantly most resolutions have no plan or system of accountability. Lets look at three things we can do to improve our odds.
- Accountability Partners: Generally if there is an accountability partner it is generally from someone with the same problems. You want to lose weight so you find an overweight friend to do it with you and hold you accountable, or you want to grow your business so you find another business owner who is struggling. Make sense right? Well lets look at it this way, if you were going to have your car worked on would you pick a friend whose car was also broken down or would you find a mechanic? If you needed to improve your investment portfolio would you pick a person to help with an equally poor portfolio or an investment professional? Ok I could give examples all day, but the reality is any goal or resolution should have accountability partners that have proven success in that area.
- Detail, lots of details: Most New Years resolutions are lacking when it comes to specs. I am going to get more customers is a great goal, but I am going to increase my customer base by 20% is better. Saying I am going to do it by investing more in marketing is good, but outlining how you are going to solicit referral from your existing customer base using a mailing and incentive camping is better. The more details the better. It is much harder to “forget” a very detailed goal.
- Break it down: Lastly, saying your going to do something this year is hardly definitive. But if you divide it down into monthly goals, with weekly measures and daily actions, now you are getting somewhere. All of sudden your “I am going to get new customers” turns into NEW CUSTOMERS!
So lets resolve to be the 8% that win by partnering with the right people, making areal plan and executing it!
If you send out 1000 postcards, all the same, to 1000 different customers in different industries with different interests and pain points, you would be lucky if you get any response at all. Especially B2B!
We recently sent out a Direct Mail campaign using a fun little play on words that we call the Marketing Knot. Each envelope had a card with some instruction for tying knots and a couple small pieces of rope. It is a multi-step campaign. Using mail-merge and some other tools we were able to insert custom demographics not only in the document but also as part of the art file. This specific campaign is being targeted to a specific type of business, but will be altered for different industries.
So what is the point of this Post? Marketing is not a one size fits all thing. Rather it should be a highly targeted approach that is compelling to your specific client, there needs and pain points Have some ideas? Need some? Lets talk. www.teamlang.com.
On Thanksgiving the Team Lang Family is celebrating a new line of business with the rest of our blessings! The picture might help you guess…
It’s not tree trimming or installing Christmas lights, although you can bet I will use my new toy for both at home!
When your coming up with ideas for the perfect Promotional Products and Printing, are you picking the the things you like, or have enjoyed receiving in yhe past? Or are you evaluating your specific target market and their needs?
Recently a great customer, and friend Chris Kelly, had a party and along with great food and activities he offered several hand outs. One of these handouts was a gigantic beach ball. I have no doubt Chris himself has very little desire to own a beach ball, but the many children of his clients and friends loved them! I am also confident they are bouncing around the yards of those clients houses still today.
Don’t use yourself as the measuring stick for the right marketing items. Get inside the head of your market. A few ways to do that are:
1. Ask one if your best clients. People love talking about themselves, so just asking will get you a ton of info, and show you to be the caring person you are.
2. Read what they read. Your client is an engineer? Buy an engineering magazine and look at the ads. This is a good way to expand on the market research someone else has already done.
3. Call us! We gave probably served your clients market before, and if not we can do the research for you. Besides your too busy, let us do the work 🙂
I suppose it’s not strange to learn that a guy that names his company after himself likes to see his name. We just leased a new office in West Linn, and part of our negotiation was focused on where we would be on the buildings outside display. I wanted the top big spot, because I like seeing my name when I drive by.
Similarly your customers like seeing there own business names and logos. Even more they like to see there personal names. So this Christmas, get them a gift, not just branded with your info, but put there info on it. A nice engraved wine box, or maybe a good old fashion embroidered stocking or golf towel. We have no shortage of ideas. Call or email us and we will help pick the perfect gifts for your 10, 20 even 1000 top clients!
Some of the new business we’ve been blessed with has given us the opportunity to expand our team. One thing I learned a long time ago is if you can surround yourself with people that are better than you, success will follow. Last weekend was a testament to that. At some times below freezing temperatures, and having to improvise and obtain a second smart car in a little less than 45 minutes, we stayed out all night boiling hot chocolate and apple cider to serve family families down at PIR for the Winter Wonderland walk. Everyone was cold, everyone was miserable; no one complained and a good time was had by all. That’s what a great team is all about.