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Winning the right customers through smart marketing and advertising<br />
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SMALL BUSINESS,<br />
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Big Opportunity<br />
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Rob Hartnett and Karina Keisler<br />
Sensis puts your business in front of more Australians when they are ready to buy.<br />
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12.9 million Australians1 a month turn to the Sensis® network of information sources<br />
to ?nd, buy and sell through p<br />
Message from Mr Bruce Akhurst,<br />
Sensis Chief Executive Officer<br />
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WeSmlcaolml eButsoinetshs,e BuipgdOaptepdortuednityio: nWionfniSnegnsthise’ reigxhctitcinugstompuerbslitchartoiuognh,<br />
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Small Business, Big Opportunity:<br />
Winning the right customers through smart marketing and advertising<br />
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Rob Hartnett and Karina Keisler<br />
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Published 2006 by Sensis<br />
Published 2008 by Sensis (Second editio<br />
SMALL BUSINESS,<br />
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Big Opportunity<br />
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Winning the right customers through<br />
smart marketing and advertising<br />
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Rob Hartnett and Karina Keisler<a title="Small Business, Big Opportunity page 1" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=1"> Winning the right customers through smart marketi</a>ng and advertising SMALL BUSINESS, Big Opportunity Rob Hartnett and Karina Keisler
<a title="Small Business, Big Opportunity page 2" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=2"> Sensis puts your business in front of more Austra</a>lians when they are ready to buy. 12.9 million Australians1 a month turn to the Sensis® network of information sources to ?nd, buy and sell through p
<a title="Small Business, Big Opportunity page 3" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=3"> Message from Mr Bruce Akhurst, S</a>ensis Chief Executive Officer WeSmlcaolml eButsoinetshs,e BuipgdOaptepdortuednityio: nWionfniSnegnsthise’ reigxhctitcinugstompuerbslitchartoiuognh,
<a title="Small Business, Big Opportunity page 4" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=4"> Small Business, Big Opportunity: Winning the righ</a>t customers through smart marketing and advertising Rob Hartnett and Karina Keisler Published 2006 by Sensis Published 2008 by Sensis (Second editio
<a title="Small Business, Big Opportunity page 5" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=5"> SMALL BUSINESS, Big Opportunity Winning the r</a>ight customers through smart marketing and advertising Rob Hartnett and Karina Keisler
<a title="Small Business, Big Opportunity page 6" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=6"> Contents </a> PAGE Acknowledgements iii Foreword
<a title="Small Business, Big Opportunity page 7" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=7"> Acknowledgements Marketing and advertising are</a> two of the most significant areas to impact the success of any small business. In writing the first edition of this book, Sensis consul
<a title="Small Business, Big Opportunity page 8" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=8"> Foreword Ever thought you should do more market</a>ing for your business? Not sure you have the time or the money? How do you think your business would survive without customers? Marketing is a
<a title="Small Business, Big Opportunity page 9" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=9"> 1 “I have had my ups and downs like anyone</a> else – more ups than downs so far. But I just work hard at what I do and I love what I do.” Jerry Bruckheimer, Hollywood producer
<a title="Small Business, Big Opportunity page 10" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=10"> business, unfair laws and completing their Busine</a>ss Activity Statements (BAS), would any of them swap their lot for a fulltime position in a large company? No way! According to the Australian
<a title="Small Business, Big Opportunity page 11" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=11"> are home-based businesses. That’s around 856</a>,000 businesses. The biggest growth is in new businesses operating for less than one year. What is also interesting is the number of home-based busi
<a title="Small Business, Big Opportunity page 12" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=12"> Medium business Medium business owners (MBOs) ar</a>e different to small business owners (SBOs) in many ways. In most cases, medium business operators: • Have a formal education • Have in-
<a title="Small Business, Big Opportunity page 13" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=13"> While this last point is interesting,</a> it should be noted, that franchising is not all a bed of roses. There have been disputes between franchisors and franchisees, and there are likely to
<a title="Small Business, Big Opportunity page 14" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=14"> they have, and be able to turn this into successf</a>ul marketing, at least at a local level. Small business success So what does it take to be successful in small business? Before answering this que
<a title="Small Business, Big Opportunity page 15" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=15"> The big issues Business owners often complain ab</a>out the ‘big issues’ they face. These issues include: • Lack of capital • Lack of time • Difficulties in finding the righ
<a title="Small Business, Big Opportunity page 16" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=16"> focuses on relationship building, business develo</a>pment and networking. This single day in the diary might be a major step in behavioural change but is potentially much more important than taking on w
<a title="Small Business, Big Opportunity page 17" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=17"> 1. Things you can do something about 2. T</a>hings that someone you know can do something about 3. Things that are totally beyond your control. Government regulations and compliance fall
<a title="Small Business, Big Opportunity page 18" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=18"> These three are: • The Technician • The</a> Manager • The Entrepreneur. The Technician The Technician typically has a passion, hobby or interest which they turn into a business. They are
<a title="Small Business, Big Opportunity page 19" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=19"> The Manager There are two types of Manager. Firs</a>t there is the freedom seeker. The freedom seeker typically has come from a corporate background and has decided to work for themselves rather
<a title="Small Business, Big Opportunity page 20" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=20"> the business while Entrepreneurs develop systems </a>and people so they can focus on building the value of the business. Entrepreneurs use systems day-in, day-out, in business and out of business, and th
<a title="Small Business, Big Opportunity page 21" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=21"> business running profitably, and the Entrepreneur</a> is needed again as the business matures, to look at acquisitions, exit plans or further growth opportunities. When starting a business, even the Entr
<a title="Small Business, Big Opportunity page 22" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=22"> 2 “Business people think about growing a b</a>usiness. Self-employed work to meet living expenses.” Wendy Coombe, chief executive officer, Business Advisory Services The
<a title="Small Business, Big Opportunity page 23" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=23"> changes. One of the key differences between entre</a>preneurs, or business builders, and business owners is their attitude. We need to start thinking like a business person and stop thinking like a self-
<a title="Small Business, Big Opportunity page 24" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=24"> he said: “We haven’t had much interest, we are be</a>hind target financially and it does not look like we are going to sell the last two in the planned timeframe.” Be honest, but be positive about it, th
<a title="Small Business, Big Opportunity page 25" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=25"> irresponsible. They may fail, and almost all have</a> failed at some stage in their endeavours, but they don’t equate failing a task with failure as a person. Too often small business owners think small.
<a title="Small Business, Big Opportunity page 26" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=26"> at night. You learn that growing the business mea</a>ns systemising it so it can be sold, franchised or licensed – and that’s the way to riches. So you start writing business plans, developing manuals, t
<a title="Small Business, Big Opportunity page 27" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=27"> Passion of the soul is something we all ha</a>ve. It is the fire in our belly, it is the voice in our head that says: “Do this, this is what we are passionate about.” Passion of the soul likes cha
<a title="Small Business, Big Opportunity page 28" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=28"> Key business drivers in action </a> Current 1. Number of leads 100 2. Conversion to sale
<a title="Small Business, Big Opportunity page 29" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=29"> • Key revenue areas – sales leads, sales</a> conversion, average profit • Cost of advertising per response • Website traffic – to home page and purchase page •
<a title="Small Business, Big Opportunity page 30" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=30"> Refinement also starts at the beginning of </a>the campaign, not at the end. For example, you may wish to use two different types of layouts, one in colour and one in black and white, in the same p
<a title="Small Business, Big Opportunity page 31" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=31"> 3 “When people talk to themselves, it’s call</a>ed insanity. When companies talk to themselves, it’s called marketing.” Steve Bautista, advertising copywriter Marketing t
<a title="Small Business, Big Opportunity page 32" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=32"> other hand, the marketing team might exit a produ</a>ct that the sales team find useful as a door-opener. Marketing is a critical element in any business. As critical as finance, sales, operation
<a title="Small Business, Big Opportunity page 33" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=33"> The following diagram illustrates how</a> closely sales and marketing must work together... Advertising Personal selling Sales promotion Public relations Consistent, clear
<a title="Small Business, Big Opportunity page 34" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=34"> How marketing can affect sales value What is ave</a>rage sales value all about? Average sales value is, essentially, the average amount of revenue earned on each individual sales transaction your busine
<a title="Small Business, Big Opportunity page 35" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=35"> Strategies for increasing your average sale value</a> There are three fundamental ways to increase the average sales value on any sales transaction: 1. Up-selling or cross-selling additional product
<a title="Small Business, Big Opportunity page 36" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=36"> Scenario 1: No up-selling or cross-selling •</a> Each client only buys one unit of Product 1, spending $29 in total. 40 clients x $29 = $1,160/day x 6 days in a week = $6,960/week x 52 weeks in a
<a title="Small Business, Big Opportunity page 37" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=37"> Effectively, up-selling and cross-sell</a>ing can add significant sales value. These are just simple examples. Your business may have other far more effective sales opportunities. Re
<a title="Small Business, Big Opportunity page 38" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=38"> What are the secrets to successful bundling? </a> • Adding value through bundling with joint promotions (more on this in chapter 7). • Adding value through bundling
<a title="Small Business, Big Opportunity page 39" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=39"> custom. In fact, if the customer likes the artist</a> on the mini DVD, they could return to buy the limited edition complete version for $59.95. Increasing prices What are the secrets to successful pr
<a title="Small Business, Big Opportunity page 40" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=40"> The essence of this concept, when applied t</a>o marketing and pricing practices, is that consumers are consciously aware of significant one-off increases in the price of a particular product or se
<a title="Small Business, Big Opportunity page 41" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=41"> Differentiating your product or service One of t</a>he most fundamental mistakes many businesses make, particularly small-to-medium businesses, is to define the product or service they sell far too narr
<a title="Small Business, Big Opportunity page 42" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=42"> Current average cost to reach a potential custome</a>r: Direct sales person: $75-175 per call Door-to-door sales: $35 per door Direct mail:
<a title="Small Business, Big Opportunity page 43" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=43"> 4 “Success is not about having more. It is </a> about what you are willing to give up in order to have what you really want.” Chin-Ning Chu, author Marketing systems Wcho
<a title="Small Business, Big Opportunity page 44" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=44"> position to make sound and objective marketing de</a>cisions. Having this level of understanding means decisions are based on fact and strategy and not emotion or fear of missing out. It will also enable
<a title="Small Business, Big Opportunity page 45" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=45"> the vehicle overall. Despite the vehicle being su</a>ch a complex arrangement of systems, as long as the driver knows the basics of how to drive, they can operate the vehicle. They don’t need to know how
<a title="Small Business, Big Opportunity page 46" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=46"> Developing systems can increase the ef</a>fectiveness and efficiency of a business by making you stop and think about what you are doing. It is worthwhile asking the question: “How can I do
<a title="Small Business, Big Opportunity page 47" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=47"> followed, delivers a certain specific result. Thi</a>s result is measurable and has a direct impact on your business. Importantly, each system you develop will generally not be independent from other sys
<a title="Small Business, Big Opportunity page 48" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=48"> Sample marketing systems Following are some sugg</a>ested categories where systems might help drive turnover for your business by finding and retaining more of the right customers: Purpose
<a title="Small Business, Big Opportunity page 49" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=49"> 5 “Reputation is everything.” Sir Richard </a>Branson, entrepreneur How image and brand drive sales Where did branding come from? Branding is thought to have originated
<a title="Small Business, Big Opportunity page 50" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=50"> Elton John, Elvis, Arnold Schwarzenegger, Nicole </a>Kidman, The Wiggles, Barbie, Lord of the Rings, Greg Norman, Tiger Woods. Do these brand names instantly bring to mind an image? They should
<a title="Small Business, Big Opportunity page 51" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=51"> Many businesses make the mistake of sp</a>ending a fortune on the top half of the pie. However, when it comes to delivery they fall down. Consider a company that promotes its family-friend
<a title="Small Business, Big Opportunity page 52" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=52"> to a business’ overall market value or saleable v</a>alue. So, what do image and brand really mean? Simply stated: • Image is the perception (picture) your customers and potential
<a title="Small Business, Big Opportunity page 53" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=53"> city, state and country, or even worldwide.</a> So remember one of the major reasons for branding your business is to encourage goodwill and therefore build its saleable value. Another
<a title="Small Business, Big Opportunity page 54" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=54"> Strategies for developing image and brand To cre</a>ate a perception (image) for your business, consider how a customer may come into contact with your business: • Through your marketing and
<a title="Small Business, Big Opportunity page 55" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=55"> profesionalism or scream amateur. It is your choi</a>ce. None of these things have to cost you a lot of money. All of it could, however, make a significant difference to the attitudes of your staff and y
<a title="Small Business, Big Opportunity page 56" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=56"> • Validity – public perception of your busine</a>s is very important. Consider how the public relate to your business: what things represent your business to the public? •
<a title="Small Business, Big Opportunity page 57" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=57"> 6 “It’s a funny thing about life; if you r</a>efuse to accept anything but the best, you very often get it.” Somerset Maugham, author Developing your unique buying reason
<a title="Small Business, Big Opportunity page 58" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=58"> This change reflects the shift from mass a</a>dvertising to personalised advertising and the rise of direct marketing as a popular trend today. UBR, or USP, is all about standing out from t
<a title="Small Business, Big Opportunity page 59" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=59"> “We also documented and implemented clear policie</a>s for sales techniques. This improved our selling process, saved time and made it easier for our customers to buy. We graded our customers (A,B,C)
<a title="Small Business, Big Opportunity page 60" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=60"> 1. Can you differentiate your product from yo</a>ur competitors? 2. Can you defend your product in the market place? 3. Can you distinguish your product in a crowded market place? This is
<a title="Small Business, Big Opportunity page 61" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=61"> on everything that goes out the door as well as i</a>ncorporating it into your telephone message. For example: “Thanks for calling Atlantic Tuna, where our tuna is guaranteed not to turn pink in
<a title="Small Business, Big Opportunity page 62" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=62"> 7 “Whether you think you can or whether yo</a>u think you can’t, you’re right.” Henry Ford, founder of the Ford Motor Company. Finding more of the right customers Targe
<a title="Small Business, Big Opportunity page 63" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=63"> you are selling. They might live within 30 minute</a>s’ drive and continue to give your business regular monthly cash flow (or repeat sales) via the substantial monthly orders they place. They might driv
<a title="Small Business, Big Opportunity page 64" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=64"> • Growing businesses </a> • Well-financed businesses. This does not mean you should exclude all other business opportunities, but it does allow a sharper focus
<a title="Small Business, Big Opportunity page 65" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=65"> working. You have a need and you want it met quic</a>kly. You are going to make a decision on a purchase far quicker than you would for a new lounge suite. This is when directory advertising such as in Y
<a title="Small Business, Big Opportunity page 66" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=66"> • What are the reasons they are not already do</a>ing what we want them to do? • What can we say and do to achieve the results we want? • What are good marketing opportunities to reac
<a title="Small Business, Big Opportunity page 67" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=67"> Generation Z Generation Z, born after 1994, has </a>grown up with PlayStation, Xbox, the internet on their mobile phone, and Pay TV. They could also be known as the ‘On-demand Generation’. These youngst
<a title="Small Business, Big Opportunity page 68" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=68"> Generation X Generation X is almost the forgotte</a>n generation. This generation, born between 1965 and 1975, is an entrepreneurial group that has had to deal with some major shifts in the world and ec
<a title="Small Business, Big Opportunity page 69" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=69"> • Organic food • The</a> wellness industry. To name just a few. Boomers generally like face-to-face relationships, at least in the beginning. That’s how the
<a title="Small Business, Big Opportunity page 70" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=70"> • Use mobile phones three times as often • </a>Use technology to accelerate time • Cherish change • Have a sense of style that fuels spending • Explore the world via relationships • Ins
<a title="Small Business, Big Opportunity page 71" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=71"> Tools and techniques to acquire the right custome</a>rs Once you have established who the right customer is, there are a number of channels through which to acquire these customers, including:
<a title="Small Business, Big Opportunity page 72" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=72"> Joint promotions A joint promotion, in its pures</a>t form, is the process of working with another business for mutual benefit. In essence, a joint promotion is about adding value to sales propositions.
<a title="Small Business, Big Opportunity page 73" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=73"> end up spending the same amount once a month, if </a>they are happy with the service… that’s a great return on investment over the years! Word-of-mouth marketing programs Word-of-mouth (WOM) marketi
<a title="Small Business, Big Opportunity page 74" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=74"> How would your mentor or an entrepreneur do it? I</a>nvestigate the cost of a professional marketer. Sometimes what seems like an expense can save or make you money in the long run. Methods for setting
<a title="Small Business, Big Opportunity page 75" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=75"> 8 “When we think sell, we are in our heads. </a> When we focus on buy, we are in the buyer’s head – that’s where the action takes place.” Kerry Randall, marketing consultant and author
<a title="Small Business, Big Opportunity page 76" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=76"> The consumer buying path 1 </a> 2 3 4 5 6 7 8 Need
<a title="Small Business, Big Opportunity page 77" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=77"> was a special occasion; he had seen all my other </a>shoes; I had just bought this great new skirt and none of my shoes went with it. You get the picture. People are overwhelmed today with statistics, fi
<a title="Small Business, Big Opportunity page 78" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=78"> Credibility – is yours a credible brand? Do you k</a>now your market and your products? Competence – are you competent? Do you have a reputation for product quality? If you can answer yes to the ab
<a title="Small Business, Big Opportunity page 79" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=79"> Turning browsers into buyers 1. Develop rapport</a> – the three essentials for developing rapport are: • They like you • They trust you • They respect you A technique
<a title="Small Business, Big Opportunity page 80" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=80"> 2. Establish need Everything starts with the pot</a>ential customer. You need to understand what they want. You have to put yourself in their shoes because sometimes they don’t even know what they need!
<a title="Small Business, Big Opportunity page 81" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=81"> Motivating with benefits People try to avoid </a>problems or discomfort by finding solutions and pleasure. Features tell, but benefits sell. Don’t tell them what it is, but what it will do for
<a title="Small Business, Big Opportunity page 82" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=82"> • Use closing phrases like... “Should we send </a>the bill to you?” “Would you prefer to pay with cash or credit?” Guarantees Why use a guarantee? Humans are naturally programmed to do two
<a title="Small Business, Big Opportunity page 83" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=83"> When designing a guarantee, you should not</a> design one that puts the company at risk legally. You should consult your lawyer to check what your legal obligations are with respect to your propos
<a title="Small Business, Big Opportunity page 84" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=84"> Don’t call me Legislation to establish a nationa</a>l Do Not Call register in Australia was passed by Federal Parliament on 30 June 2006 and came into effect in May 2007. The Do Not Call Regist
<a title="Small Business, Big Opportunity page 85" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=85"> 9 “Your customers don’t care how much you kn</a>ow. They want to know how much you care.” Matt Clarkson, Managing Director, Megahits Media Winning the customer’s heart O
<a title="Small Business, Big Opportunity page 86" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=86"> an existing customer than to find and win a new c</a>ustomer. This means they should be more profitable. One of the biggest obstacles you have to overcome when selling is earning the trust of a new custo
<a title="Small Business, Big Opportunity page 87" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=87"> Over the course of one year, Jane will visit you </a>at least eight times. Let’s assume the average gross profit is $14 per sale and a gross profit margin of 40%. Let’s work it out: • P = $35 av
<a title="Small Business, Big Opportunity page 88" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=88"> How much have you invested in your customers? Yo</a>u may think your customers are not worth spending any money on to retain. Let’s look at how much you have already spent on them before you walk away f
<a title="Small Business, Big Opportunity page 89" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=89"> Easy ways to drive loyalty Ensure you have permi</a>ssion from your customers to maintain contact with them and then try some of these simple, cost-effective ways to develop customer loyalty
<a title="Small Business, Big Opportunity page 90" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=90"> In a nutshell, an effective loyalty program is on</a>e that’s mutually beneficial for both parties. Elements of a good loyalty program • The perceived value of the redemption rewards: The
<a title="Small Business, Big Opportunity page 91" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=91"> angry or frustrated, while you record the details</a> of sales transactions! Providing your customers with an individual bar-coded card is the ideal alternative. Brochures You should create a brochure
<a title="Small Business, Big Opportunity page 92" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=92"> The key benefits to your business are: </a> • You can widen your existing product range without having to hold additional inventory or hire more personnel. You are basi
<a title="Small Business, Big Opportunity page 93" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=93"> 10 “There are painters who transform the sun </a>into a yellow spot, but there are others who, thanks to their art and intelligence, transform a yellow spot into the sun.” Pablo Picasso, Artist
<a title="Small Business, Big Opportunity page 94" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=94"> 1. Get the message right It is important to summ</a>arise the essence of your message in one or two sentences. This is often known as the ‘elevator pitch’. In other words, if you were in an elevator wit
<a title="Small Business, Big Opportunity page 95" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=95"> person time to notice your advertisement. Secondl</a>y, a longer advertising cycle can help demonstrate your business’ longevity, which can result in trust. Finally, it should allow you to refine your me
<a title="Small Business, Big Opportunity page 96" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=96"> Marketer Jay Abraham says the two most val</a>uable words you can ever use in the headline are ‘free’ and ‘new’. Other terms you could include are how to, now, announcing, introducing, it is here,
<a title="Small Business, Big Opportunity page 97" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=97"> Use ‘You’. To create a powerful headline, you</a>r message must convey benefits the customer can expect to receive. Your headline or message should not talk about ‘we’ or ‘our’ product, service or co
<a title="Small Business, Big Opportunity page 98" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=98"> Non-specific claims don’t count. Give actu</a>al facts and figures where you can. To say something is: ‘The best in the world’ or ‘Nearly 7,000 have ben sold’ or ‘Great service’ is unlikely to mak
<a title="Small Business, Big Opportunity page 99" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=99"> So what is it you are trying to say? If</a> it is your Yellow™ ad, you need to let the client know precisely why you are better than your competition. Tell them all the things you do that your
<a title="Small Business, Big Opportunity page 100" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=100"> out. A deadline can be a very effective tool for </a>increasing an ad’s response rate, and it can also help you keep a control of budget. It may be difficult to plan your budget if you are still providin
<a title="Small Business, Big Opportunity page 101" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=101"> 3. Consider where the slogan will be used. Th</a>is can help determine how long it should be, whether it needs a logo to accompany it, choices of colour and even style of
<a title="Small Business, Big Opportunity page 102" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=102"> • Ways of saying the same thing </a> • Publications, radio time slots or channels • Mailing lists • Price points • Copy and headlin
<a title="Small Business, Big Opportunity page 103" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=103"> attitude business owners want, and if you are usi</a>ng an agency it is the attitude you should demand. In reality, most small business owners will not be using an advertising agency. However, you may ne
<a title="Small Business, Big Opportunity page 104" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=104"> What makes a good brief? When engaging a third p</a>arty such as an advertising agency, graphic designer or copywriter, you should write a brief, or an outline of your expectations. A good brief is ofte
<a title="Small Business, Big Opportunity page 105" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=105"> Visual appeal The design should be clear regardl</a>ess of the complexity of the business. It may be colourful and chaotic, yet should still have an underlying sense of clarity and flow. It may have a w
<a title="Small Business, Big Opportunity page 106" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=106"> what works and why before you discount a particul</a>ar shade. Sometimes budget restrictions can impact your options. An experienced designer should sort through this and come up with the right solution.
<a title="Small Business, Big Opportunity page 107" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=107"> Here is an example of what to include in a brief </a>to a design agency: Business name: Date today: Campaign name:Review date: Client contact:Launch date: Budget:Contact number: Product/service/brand na
<a title="Small Business, Big Opportunity page 108" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=108"> 11 “The medium is the message.” Marshall Mc</a>Luhan, author Making your message seen Hoyowuarnmdewshsaegre ysoayus.saAynyoaudrvemretiseamgenctanfobreajudsrteassmimakpeor
<a title="Small Business, Big Opportunity page 109" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=109"> your ideal target customer. These roads carry var</a>ious vehicles which in turn can carry your advertising message and brand promise to your ideal target customer. Examples of channels and vehicles:
<a title="Small Business, Big Opportunity page 110" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=110"> Now fast-forward to today, and the follo</a>wing diagram illustrates how much the media landscape has changed. Media channels today Illuminated Spectaculars Specialist Leisure complex Women M
<a title="Small Business, Big Opportunity page 111" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=111"> • The internet – provides access to on</a>line search engines, websites and email services • Short message service (SMS) – or text messaging. This
<a title="Small Business, Big Opportunity page 112" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=112"> The following diagram illustrates differ</a>ent mechanisms for reaching your customers according to their state of awareness of their needs. Television, for example, is generally not w
<a title="Small Business, Big Opportunity page 113" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=113"> By knowing the habits of your target market,</a> you should be in a good position to choose your media for the right reasons. Many small business owners are unable to afford extensive market researc
<a title="Small Business, Big Opportunity page 114" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=114"> Tracy’s Pet Grooming in Burdekin, Queensland, had</a> a lot of repeat business from existing customers, but Tracy felt she didn’t know how to acquire new customers. Being a small business owner, Tracy di
<a title="Small Business, Big Opportunity page 115" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=115"> This means 90% of the readers of this particular </a>magazine don’t fit the criteria of your target market. Think back to the ad for the dressmaker in the church gazette versus the one placed in Vogue ma
<a title="Small Business, Big Opportunity page 116" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=116"> A billboard might be seen by your target </a>market every day on their way to work. A magazine might be kept on a coffee table until the next issue and be read several times. A newsletter might b
<a title="Small Business, Big Opportunity page 117" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=117"> Media planning template Ideal target customer de</a>scription/details: Campaign objective/s: Budget $: Campaign dates: Media channel Details
<a title="Small Business, Big Opportunity page 118" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=118"> Events and promotions Conventions, trad</a>e shows Contests Giveaways/novelties (calendars, pens, fridge magnets etc) Word-of-mouth Referral
<a title="Small Business, Big Opportunity page 119" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=119"> This will help identify if you are doubling u</a>p on media unnecessarily and therefore areas you may be able to reduce your costs. Then list your selected media in order of preference and work out w
<a title="Small Business, Big Opportunity page 120" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=120"> 12 “Everybody gets so much information all da</a>y long that they lose their common sense.” Gertrude Stein, American writer (1874-1946) Local area marketing Lmocarlkeatri
<a title="Small Business, Big Opportunity page 121" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=121"> work, but don’t live, in your local area then tra</a>nsit media and radio may work better. Let’s discuss some media channels that can specifically target your local area. Community newspapers Most maj
<a title="Small Business, Big Opportunity page 122" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=122"> marketing campaigns. These have included using lo</a>cal newspapers to generate publicity, advertising on community radio, negotiating in-kind sponsorship with local community newspapers and transport gr
<a title="Small Business, Big Opportunity page 123" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=123"> Website content You should provide details of yo</a>ur business’ local community activity on your website. Does your business sponsor the local football club? Do you run a work experience program for lo
<a title="Small Business, Big Opportunity page 124" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=124"> key with this marketing method is to deliver them</a> regularly; don’t do it just once. For example, a new retail business in the area might repeat the mail drop every two weeks for three months. The oth
<a title="Small Business, Big Opportunity page 125" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=125"> Cinema advertising Cinema advertising appears to</a> have become less popular in the past few years, perhaps due to increases in other new media. However, for local area marketing for the small business
<a title="Small Business, Big Opportunity page 126" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=126"> find a service centre. Also consider whether your</a> business attracts people to you, or if you tend to go to your customers. If someone is coming to mow your lawns you are unlikely to fuss about where
<a title="Small Business, Big Opportunity page 127" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=127"> can find them easily even though they may be look</a>ing for a business to provide a different product or service. “1234 gives us the opportunity to put our name in front of people who might not have tho
<a title="Small Business, Big Opportunity page 128" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=128"> Shopping dockets can provide a cheap ad</a>vertising channel for businesses trying to reach grocery buyers, but given the varied demographics of grocery buyers, they may not be an eff
<a title="Small Business, Big Opportunity page 129" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=129"> Word of mouth When starting out in business,</a> word of mouth is one of the best techniques you can use. You can do this through letting your network of family, friends, neighbours and busi
<a title="Small Business, Big Opportunity page 130" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=130"> 13 “Make it simple. Make it memorable. Make</a> it inviting to look at. Make it fun to read.” Leo Burnett, advertising statesman Direct marketing Upnrliokveidmesaassnmopaprk
<a title="Small Business, Big Opportunity page 131" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=131"> Database management If your databases are incomp</a>lete, inaccurate or out of date, you should try to remedy this immediately. Consider implementing a system where customers can identify themselves at
<a title="Small Business, Big Opportunity page 132" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=132"> At a minimum, you should try to capture the</a> following details from your customers: • Name • Home or business address • Telephone/mobile number • Email a
<a title="Small Business, Big Opportunity page 133" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=133"> • Your message must contain a functional</a> unsubscribe facility which allows the recipient to inform you they no longer wish to receive such communicati
<a title="Small Business, Big Opportunity page 134" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=134"> » Participation at auction nights » Online partic</a>ipation » Joining preference » Corporate sponsorship » Merchandise sales » Game attendance Behaviour
<a title="Small Business, Big Opportunity page 135" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=135"> Direct marketing tips Here are some basic rules </a>for direct mail campaigns: • The best results often come from mailing your own customers, as they already know you and their perm
<a title="Small Business, Big Opportunity page 136" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=136"> Australia Post has introduced a service </a>called Impact Mail which allows you to send shaped envelopes, such as a star or a shark, through the regular post. It is more expensive than a regular
<a title="Small Business, Big Opportunity page 137" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=137"> Attention grabbers Let’s face it, a lot of lette</a>rs are just plain boring and get lost in the clutter of all the other mail. This can be changed if you use ‘attention grabbers’ in your letters to mak
<a title="Small Business, Big Opportunity page 138" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=138"> • Were not interested in this offer, but you</a>r letter sparked interest in something else they may want from you. It is not uncommon to generate extra business with phone follow-up.
<a title="Small Business, Big Opportunity page 139" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=139"> Peter Sun suggests following these eigh</a>t golden rules for telemarketing: 1. Attitude is everything – you should not pick up the phone unless you are smiling and
<a title="Small Business, Big Opportunity page 140" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=140"> Using a sales script Before using any script ens</a>ure you have a clear set of objectives. Why are you calling people? Is it to: • Make a sale? • Make an appointment? •
<a title="Small Business, Big Opportunity page 141" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=141"> 14 “Pick your market and own the customer.” </a> Adrian Di Marco, chief executive officer, Technology One Driving results with directory advertising Buyers not browsers Th
<a title="Small Business, Big Opportunity page 142" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=142"> Directory advertising is different. Dire</a>ctory advertising is the place we often turn when we have already made a decision and we are ready to buy. Known also as active advertising because it
<a title="Small Business, Big Opportunity page 143" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=143"> A Yellow™ directory ad can also be comple</a>mentary to your advertising in other media. For example, you may have a great radio or TV advertisement that creates awareness for your br
<a title="Small Business, Big Opportunity page 144" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=144"> are. Like the Yellow™ print directory, the White </a>Pages® print directory is available to almost every home and business in Australia, so it is a great way of reaching potential customers. The compleme
<a title="Small Business, Big Opportunity page 145" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=145"> national companies as they do to ads by local com</a>panies. Both types of companies need to make their sales pitch to the buyer to get their business. The bottom line is larger ads generally receive mor
<a title="Small Business, Big Opportunity page 146" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=146"> Ad position What is the role of ad position and </a>its impact on call response to ads? Publishers place display ads in headings in order of size, from largest to smallest. The largest ads receive the l
<a title="Small Business, Big Opportunity page 147" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=147"> content, not position, is the biggest driver of c</a>alls. Ads with good buying information, even if far back in a heading, can and do receive strong call volumes. The key to a successful ad is to ha
<a title="Small Business, Big Opportunity page 148" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=148"> 5. Just listing 1300 number and no local numb</a>ers 6. Unrealistic picture or not relating to product or benefit 7. Phone numbers in a font too small to read 8. Technical content rather
<a title="Small Business, Big Opportunity page 149" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=149"> KM Tubular in Sunshine, Victoria, makes products </a>from tubular steel. Last year they received a call from a buyer who had seen their display advertisement in the Yellow ™ directory. Their ad stood out
<a title="Small Business, Big Opportunity page 150" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=150"> • The Platinum product is great for busines</a>ses who want to build brand/ product awareness, or who are looking for a short term boost in sales at a par
<a title="Small Business, Big Opportunity page 151" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=151"> AdPoints work in two ways: • Search </a>keywords: When a consumer searches using a word or phrase matching an AdPoint, yellow.com.au returns all headings
<a title="Small Business, Big Opportunity page 152" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=152"> 9. Tell people what you sell and how they can</a> pay for it. Think of unique features that set your business apart from your competition 10. Make sure you measure your advertising – wher
<a title="Small Business, Big Opportunity page 153" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=153"> In order for a business to realise the </a>fullest value possible from Yellow™, the business must effectively convert calls received to sales. While it seems obvious, the first step toward doin
<a title="Small Business, Big Opportunity page 154" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=154"> 8. If asked for pricing details, respond with</a> confidence and always follow with one or two value statements 9. Thank everyone who calls you and mean it 10. If you can’t
<a title="Small Business, Big Opportunity page 155" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=155"> in mind they are likely to reach for the local di</a>rectory rather than wade through a range of providers from further afield. On the other hand, if you consider larger purchasing decisions like buying
<a title="Small Business, Big Opportunity page 156" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=156"> 15 “Unlock your inborn creativity; always b</a>e looking for better, faster, easier ways to sell more of your product or service.” Brian Tracy, author Virtual profits: an
<a title="Small Business, Big Opportunity page 157" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=157"> Poll showed Australians were spending more time o</a>nline than watching TV. The research showed Australians were spending around 13.7 hours per week surfing the net, while average TV viewing time was ab
<a title="Small Business, Big Opportunity page 158" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=158"> This increasing advertising expenditure is </a>consistent with the growing number of people using the internet to purchase, and the increase in broadband connections in Australia. Sensis’ 2007
<a title="Small Business, Big Opportunity page 159" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=159"> Website strategy As with any marketing activity,</a> before you rush into having your website built, you should know why you are doing it. Answers to the following questions should assist you, or a thir
<a title="Small Business, Big Opportunity page 160" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=160"> Exago supplies an innovative solution to monitor </a>the temperature of fresh produce in transit and in-store. The solution is developed in Australia but has a global market, and the business relies heav
<a title="Small Business, Big Opportunity page 161" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=161"> 9. Do you concentrate on your potential </a> and current customers’ specific needs so you are seen as a specialist rather than a ‘me too’
<a title="Small Business, Big Opportunity page 162" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=162"> 2. You should do some competitive analysis: </a> • Review competitor websites, information and functionality • Write a list of all the pros and cons of each of your competitors’
<a title="Small Business, Big Opportunity page 163" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=163"> • The site map will indicate how many cli</a>cks it will take for a site user to get to a particular page. In general, a website user should be able to find
<a title="Small Business, Big Opportunity page 164" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=164"> that make up the pages), width o</a>f main content area, banner space, colour of text and background, positioning and size of images • Does your business have
<a title="Small Business, Big Opportunity page 165" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=165"> Internet marketing Having a website is not neces</a>sarily enough to guarantee people will visit it. Many of us tend to look at fewer sites than we did some years ago simply due to lack of time. The bes
<a title="Small Business, Big Opportunity page 166" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=166"> • Email is personal • It is eas</a>ily tracked – there are email marketing tools to help track responses • Delivery is fast.
<a title="Small Business, Big Opportunity page 167" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=167"> the email cover page to summarise the key issues </a>and attach the rest of the information in a document, preferably in PDF format so it cannot be manipulated at the other end. You should have an email
<a title="Small Business, Big Opportunity page 168" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=168"> can push customers through to your own website wh</a>ere they can join your database – a great way to build or add to your own database. Email marketing is easy to track and measure. You can easil
<a title="Small Business, Big Opportunity page 169" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=169"> large number of people very quickly. Viral advert</a>ising only succeeds if the original email or campaign element such as a funny video clip, interactive game, image or joke is compelling and worth send
<a title="Small Business, Big Opportunity page 170" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=170"> CPM – this is the cost per thousand impressions (</a>number of times viewers see your advertisement). For example, a site might offer $25 CPM. Click-throughs – these are the number of times people click
<a title="Small Business, Big Opportunity page 171" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=171"> Funding internet marketing While it is important</a> to realise the power of online marketing, it is also important you balance your advertising with traditional methods to ensure your buyers can connec
<a title="Small Business, Big Opportunity page 172" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=172"> At the same time the Australian Mo</a>bile Telecommunications Association (AMTA) estimated there were almost 19 million mobile phone subscribers in Australia. The estimated revenue of the
<a title="Small Business, Big Opportunity page 173" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=173"> The good news for business owners is mobile </a>represents a whole new channel for marketing a brand and the potential is enormous. In fact, the study revealed Australians are already expecting mobi
<a title="Small Business, Big Opportunity page 174" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=174"> The mobile as a ‘remote control’ for life When a</a>sked about various media, respondents to the Synovate study classified the mobile phone as being very different to traditional media such as televisio
<a title="Small Business, Big Opportunity page 175" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=175"> As in the above example, by placing a QR Co</a>de to a print ad such as a newspaper, magazine or a billboard, advertisers can provide consumers with a quick link to a more enhanced brand / product
<a title="Small Business, Big Opportunity page 176" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=176"> Your target market can be refined or person</a>alised against a range of user behavioural profiles: from basic demographic data such as age, gender or billing postcode through to more advanced segm
<a title="Small Business, Big Opportunity page 177" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=177"> Text competitions and campaigns Standard Rate Mo</a>bile (04 numbers) are provided at the ‘normal’ SMS charge to consumers. These are inexpensive to set up, but you do have to pay for reply messages (e.
<a title="Small Business, Big Opportunity page 178" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=178"> Instant win is the same as SMS entry but the resp</a>onses vary as instant prizes can be given away. This raises the excitement and participation in a campaign or competition as participants get an insta
<a title="Small Business, Big Opportunity page 179" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=179"> Combining SMS and other media SMS marketing allo</a>ws consumers to use their mobile phone to request more information about your products. It works as a call to action in your existing advertising. It
<a title="Small Business, Big Opportunity page 180" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=180"> • SMS marketing can allow potential custo</a>mers to ‘act now’ and ‘read later’, when they are in a more relaxed and positive frame of mind and can absorb you
<a title="Small Business, Big Opportunity page 181" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=181"> • You have a loyal database of fans or users o</a>f a product or service who have consented to receiving these types of messages • You need to add emotion and feeling to a communicati
<a title="Small Business, Big Opportunity page 182" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=182"> 16 “Search engine results pages are the rea</a>l estate of the new millennium.” Tim Cohn, Advanced Marketing Consultants Search engine marketing Welivoefst,eansdeesekatrh
<a title="Small Business, Big Opportunity page 183" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=183"> another and for a variety of purposes. According </a>to Sensis’ research, 85% of Australian SMEs who search online are looking for information about products and services. Further research su
<a title="Small Business, Big Opportunity page 184" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=184"> Crawler/spider-based search engines Crawler/spid</a>er-based search engines, such as Gogle or sensis.com. au, create their listings automatically. They ‘crawl’ or ‘spider’ the web according to the searc
<a title="Small Business, Big Opportunity page 185" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=185"> Two ways you can get listed with search e</a>ngines are: 1. Search engine optimisation (SEO) - adapting your site and employing methods to help increase your chance of being
<a title="Small Business, Big Opportunity page 186" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=186"> Frequency can also play a role in how </a> search engines determine relevancy. A search engine might analyse how often keywords appear in relation to other words in a web page. Those
<a title="Small Business, Big Opportunity page 187" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=187"> Another off-the-page mechanism is clic</a>k-through measurement. In short, this means some search engines may monitor what results people are selecting for a particular search and may drop p
<a title="Small Business, Big Opportunity page 188" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=188"> Bid management Bid management is the task of man</a>aging how much to pay, when to bid on keywords and which metrics to apply. This can be a complex element of P4P. You may want to consider outsourcing
<a title="Small Business, Big Opportunity page 189" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=189"> • Sensis.com.au Keyword Suggestion Too</a>l for BidSmart • Google AdWords Keyword Selection Tool • Yahoo Search Term Selection Tool. 2. Make sure your copy is well written
<a title="Small Business, Big Opportunity page 190" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=190"> • A longer word count can make it easier to</a> include your key phrases without sacrificing your marketing message. Potential customers are likely to w
<a title="Small Business, Big Opportunity page 191" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=191"> The Sensis BidSmart product guidelines </a> are available at: https:// bidsmart.sensis.com.au/bidsmart/includes/product_guidelines.pdf Google AdWords Google does not arbitrate trademark d
<a title="Small Business, Big Opportunity page 192" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=192"> Protecting yourself The following are steps to h</a>elp minimise competitor threats: Ad placement – Your ad should appear toward the top of the search results page for searches on your brand. Unpaid li
<a title="Small Business, Big Opportunity page 193" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=193"> Ad copy – A successful bid on your brand name can</a> allow you to control the ad copy that appears in your sponsored search results. For example, you may have your name rank first and the second and thi
<a title="Small Business, Big Opportunity page 194" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=194"> Search providers can usually provide lists </a>of commonly used terms often associated with a brand. In addition, the Hitwise Search Term Suggestion reports can be helpful for selecting negative ke
<a title="Small Business, Big Opportunity page 195" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=195"> 1. Do some research and know what you want be</a>fore making enquiries. Are you looking to use P4P search advertising? Or SEO? Or both? Often there may be a solid busine
<a title="Small Business, Big Opportunity page 196" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=196"> 7. Measure the results over the long term. Se</a>arch marketing can be a long-term investment. That can mean 12 months or more to see good ranking
<a title="Small Business, Big Opportunity page 197" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=197"> Australian paid for performance search advertisin</a>g forecast 2004-2009 400 27% 350
<a title="Small Business, Big Opportunity page 198" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=198"> 17 “I am often asked how I got into this busi</a>ness. I didn’t. The business got into me.” Leo Burnett, advertising statesman Broadcast media Brtoadchcasptemre1d1iawishe
<a title="Small Business, Big Opportunity page 199" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=199"> your home and be prompted into action by an adver</a>tisement on television for a kitchen sale. The same theory applies to radio as for television. In these cases, the difference between one buyer and an
<a title="Small Business, Big Opportunity page 200" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=200"> recommended you complement your free-to-air TV ad</a>vertising schedule by advertising in one or two other media channels. Of course, this will be dependent upon your budget. In particular, you s
<a title="Small Business, Big Opportunity page 201" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=201"> • Whether you need to have a live shoot at</a> all, or whether your ad can be created on computer using graphics and voiceovers • Whether you use acting or voiceover ta
<a title="Small Business, Big Opportunity page 202" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=202"> In his bok Ogilvy on Advertising, David Ogilv</a>y provides some guidelines for making TV commercials: • Use humour – many Australians like an ad that makes them laugh • Slice of life
<a title="Small Business, Big Opportunity page 203" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=203"> or 35–45 year old married profess</a>ional females who are the main grocery-buyer. Consider: • Gender • Age
<a title="Small Business, Big Opportunity page 204" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=204"> How long should the campaign last? It is recomme</a>nded to have a short sharp burst of TV rather than a longer campaign with less ads being screened. In other words, try to go for 40 x 30-second ads ov
<a title="Small Business, Big Opportunity page 205" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=205"> Subscription television Subscription television </a>(satellite) was first launched in January 1995 with cable services launched in September and October 1995. By end 1995 there were 85,000 ho
<a title="Small Business, Big Opportunity page 206" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=206"> Radio According to Nielsen Media Research, every</a> home in Australia has at least one radio. In terms of getting coverage across Australia, radio can be one of the most easily accessible mediums. Ther
<a title="Small Business, Big Opportunity page 207" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=207"> Public radio Public radio stations tend to speci</a>alise in particular subject areas and their listeners are usually very committed to their station. Well-established public radio usually communicates
<a title="Small Business, Big Opportunity page 208" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=208"> in mind it might not be credible if y</a>ou had a 60 year old talkback announcer promoting a rap artist or a youth station announcer doing a live read fo
<a title="Small Business, Big Opportunity page 209" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=209"> Melbourne daytime radio listeners – size of busin</a>ess by employees 500 400 300 1 to 4 4 to 19 20 to 99 100–199 200+ 200 100 0 Timeslot Early Evening (5pm to 8pm) Afternoon (1pm
<a title="Small Business, Big Opportunity page 210" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=210"> • Keep the message simple – your advertisin</a>g should include a clear message and a single proposition. Any more and you confuse the listener. Remember you usually only
<a title="Small Business, Big Opportunity page 211" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=211"> 18 “Good journalism costs money and you’ve go</a>t to be able to generate revenue to pay for that.” Brendan Hopkins, chief executive officer, APN News and Media Print med
<a title="Small Business, Big Opportunity page 212" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=212"> • Other capital cities have one daily and one </a>Sunday newspaper • The regional communities are served by 35 major regional newspapers •
<a title="Small Business, Big Opportunity page 213" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=213"> • Colour – It tends to stand out over black an</a>d white. However it also comes at a cost premium. One recommendation is to test the results from past campaigns. If the newspaper i
<a title="Small Business, Big Opportunity page 214" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=214"> When you have a newspaper ad produced, </a>have a couple of extra designs made up. The reason for this is it will generally not cost much extra at the design stage. If the newspaper calls y
<a title="Small Business, Big Opportunity page 215" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=215"> Making magazine advertising work Here are some g</a>uidelines for maximising your return on magazine advertising spend: • Find out what your target market reads – The best way to do this is to
<a title="Small Business, Big Opportunity page 216" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=216"> compare the price of a single appearan</a>ce and the price for a two- or three-month commitment • Online – Most publishers also have internet sites. As part of
<a title="Small Business, Big Opportunity page 217" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=217"> 19 “Dream big, there is little power in littl</a>e plans.” H. Jackson Brown, author Outdoor advertising Outhtdanookrs,tor noeuwt-otfe-chonmoelo, gady.veSrotliusitniognis
<a title="Small Business, Big Opportunity page 218" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=218"> 2. Spectaculars – poster displays larger than</a> 50 sq m. 3. Supersites – usually 42 sq m displays, located on major highways and urban arterial routes, and illuminated or bac
<a title="Small Business, Big Opportunity page 219" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=219"> All sectors of the industry recorded healt</a>hy increases in revenue, with economic analysts predicting outdoor advertising would continue to be the best performer of the traditional media in the
<a title="Small Business, Big Opportunity page 220" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=220"> Design A common error many business owners </a> make when using outdoor advertising is scaling up a print advertisement and expecting it to work in an outdoor environment. The usual result is di
<a title="Small Business, Big Opportunity page 221" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=221"> Contact details Many outdoor sites can be well p</a>ositioned for their target market and have an excellent product message, but fail to complete the loop by not providing further direction. Imagine an
<a title="Small Business, Big Opportunity page 222" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=222"> • Consider your vehicle signage. If you have veh</a>icles on the road, they should carry signage as well. Again the same principles apply. You need to have who you are, what you do and why
<a title="Small Business, Big Opportunity page 223" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=223"> on the sides of buildings, or displaying s</a>logans on hot air balloons. Ambient advertising has become more popular in recent times due to the increasing difficulty in achieving message cut-
<a title="Small Business, Big Opportunity page 224" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=224"> 20 Public sentiment is everything. With publi</a>c sentiment, nothing can fail; without it nothing can succeed. Abraham Lincoln Public relations P uexbtleicrnraelastiaoknesho(
<a title="Small Business, Big Opportunity page 225" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=225"> needed to support or refute a story. In order to </a>know which media to focus on, you need to know what media your target market consumes – are they high propensity radio listeners? Newspaper readers? D
<a title="Small Business, Big Opportunity page 226" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=226"> opinion. Be sure to provide your key journalist c</a>ontacts with your mobile or business number so when they are on deadline and need a comment, they can reach you. Media training There are lots of m
<a title="Small Business, Big Opportunity page 227" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=227"> are often free or at least they are usually cheap</a>er than standard advertising and can help encourage potential customers to visit your event. Most major Australian cities also have regular st
<a title="Small Business, Big Opportunity page 228" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=228"> often need to send their camera crews all around </a>the state to get footage, and you will be competing with a lot of other news stories. Writing an article/press release Some newspapers and magazine
<a title="Small Business, Big Opportunity page 229" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=229"> topic is something they are interested in and not</a> what you think they will be interested in! Events and trade shows are another good opportunity and are usually very targeted. They can, howev
<a title="Small Business, Big Opportunity page 230" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=230"> • At the conclusion of your event, ask attende</a>es to fill out a feedback form. Follow up any leads within 24 hours of the event and record all the information in you
<a title="Small Business, Big Opportunity page 231" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=231"> Sponsorship Many small business owners are </a>involved in sponsorship, but don’t market it well. If you contribute to a public activity, you should make sure people know about it. In a competi
<a title="Small Business, Big Opportunity page 232" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=232"> business, the cause and the society we live in, b</a>enefit. It is very important if it is to be successful that the cause partnership should reflect the business’ values and brand and should be somethin
<a title="Small Business, Big Opportunity page 233" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=233"> PR agencies If you are uncomfortable dealing wit</a>h the media or don’t have the time to implement a PR strategy yourself, you might consider engaging a PR agency to help. Some PR agencies will special
<a title="Small Business, Big Opportunity page 234" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=234"> 21 Expect the best, plan for the worst, and p</a>repare to be surprised. Denis Waitley, author The road ahead There are two vital remaining points we should consider: • P
<a title="Small Business, Big Opportunity page 235" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=235"> It is important to recognise when you or </a>your staff don’t have the necessary skills to manage the different elements of your business. You might consider employing specialists on sho
<a title="Small Business, Big Opportunity page 236" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=236"> • Know your customer. You are unlikely to t</a>ake advantage of new technology and implement effective marketing strategies if you don’t know who you
<a title="Small Business, Big Opportunity page 237" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=237"> The resource centre Suggested further reading T</a>he following books and online resources are recommended further reading: These are correct at the time of publication. Marketing Abraham, J.
<a title="Small Business, Big Opportunity page 238" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=238"> Managing Business Arden, P., It’s Not How Good Y</a>ou Are, It’s How Good You Want to Be: The World’s Best Selling Book, Phaidon Press, 2003, London, UK. Gerber, M., E-Myth Mastery: The Seven Essential
<a title="Small Business, Big Opportunity page 239" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=239"> Each Australian state or territory government pro</a>vides information for small businesses: Australian Capital Territory: www.act.gov.au New South Wales: www.smallbiz.nsw.gov.au/smallbusiness Norther
<a title="Small Business, Big Opportunity page 240" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=240"> Glossary L ilkiset iaslbl yindoumstreiaens,s mex</a>ahrakuestitnivge abnudt itapdrvoervtidiseinsganhoasveirtsvieownofjasorgmoen.ofTthies most common marketing terms. Advertising – the process of using
<a title="Small Business, Big Opportunity page 241" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=241"> Business-to-business or B2B – a business selling </a>products or providing services to other businesses Business-to-consumer or B2C – a business selling products or providing services to consumers Clic
<a title="Small Business, Big Opportunity page 242" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=242"> Product positioning – a strategic approach to ens</a>uring that products are perceived in a certain manner. The marketing ‘space’ a product brand owns Public relations – a discipline to manage communica
<a title="Small Business, Big Opportunity page 243" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=243"> References Page Chapter Subject </a> 1 1 2.11 million businesses 2 1 Ross Cameron Research 2 1
<a title="Small Business, Big Opportunity page 244" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=244"> Page Chapter Subject 58 </a> 7 Yellow 65 7 Coca Cola word of mouth 68 8 Consumer buying path
<a title="Small Business, Big Opportunity page 245" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=245"> Page Chapter Subject 135 </a>14 White Pages usage 7.8 million 135 14 White Pages online 1
<a title="Small Business, Big Opportunity page 246" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=246"> Page Chapter Subject 167 </a>15 AIMIA survey 168 15 85% of Australian mobile phone 168
<a title="Small Business, Big Opportunity page 247" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=247"> Page Chapter Subject 204 </a>18 newspaper advertising 206 18 Magazines 209 19 grouping outdoor
<a title="Small Business, Big Opportunity page 248" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=248"> Index advertising see also marketing curre</a>nt average cost of 34 elements of good design 96-98 in directories 134–44 in local areas 112–21 measuring 20–2, 106-8 slogans
<a title="Small Business, Big Opportunity page 249" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=249"> local television 114 location-based services 170 </a>loyalty programs 63-4, 81-4 magazine advertising 206-8 mail drops 115-6 managers as business owners 11 marketing 23-6 see also advertising affec
<a title="Small Business, Big Opportunity page 250" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=250"> 9edjWYjI[di_i JeeXjW_dWdej^[hYefoe\j^_iXeeal_i_j</a>mmm$icWbbXki_d[ii$i[di_i$Yec$Wk <ehceh[_d\ehcWj_edWXekjI[di_il_i_jmmm$WXekj$i[di_i$Yec$Wk <ehceh[_d\ehcWj_edWXekjI[di_iWZl[hj_i_d]iebkj_ediYWbb0')()
<a title="Small Business, Big Opportunity page 251" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=251"> “This is the small business bible all business ow</a>ners should worship! This book will make the business road less bumpy … a must read for every business owner or anyone thinking of starting their
<a title="Small Business, Big Opportunity page 252" href="http://www.zmag.dk/showmag.php?mid=ggtqg&pageid=252"> SMALL BUSINESS, Big Opportunity </a> Find marketing a mystery? So do many business owners just like you! But how do you think your business would survive
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