13 Questions That Will Lead You To Your Perfect Marketing Strategy

13 Questions That Will Lead You To Your Perfect Marketing Strategy

13 Questions That Will Lead You To Your Perfect Marketing Strategy

Plenty of startups try to determine the perfect business model to take to market only to find that the market doesnt need, want or understand what they are presenting.

The fact is most books or courses on business models take this into consideration by suggesting trial and error scenarios and market hypothesizes prior to launch.

Any business model, or plan for that matter, is little more than a guess and I believe that your best chance for getting that guess right is to build your business model based on a marketing strategy.

This assumes the role a fully developed marketing strategy actually should play in determining the direction of an organization. The fact is most people, if they consider marketing strategy at all, stop at a core message, identity elements and perhaps a sales proposition and call it a strategy.

A marketing strategy is how you plan to use the resources available to you to build an ongoing case that your business, products and services are the obvious choice for a narrowly defined ideal customer.

If you accept this expanded view of marketing strategy then I would suggest you answer the following questions in an attempt to measure where your strategy stands today and where it could go if your understood and integrated it fully as your business model

What about this job, work, or organization are you passionate about?

How does this business serve a higher purpose for you and your customers?

What value do you really bring that benefits your market in ways that your competitors wouldnt dream of proposing

Whats the dominant personality trait that you need your customers to associate with your business?

What does an ideal client look like?

What is the simple 10-word core message that explains and excites?

How will your market become aware of your business?

How will your market come to trust that you have the answers?

What are the revenue sources that you can tap to grow this business?

Can you describe the perfect customer experience throughout your organization?

What resource gaps and constraints do you need to overcome to achieve your strategy?

What partnerships do you need to create in order to achieve your strategy?

What would the result of using this strategy model to run your business look like?

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Promotion Integrated Marketing Communicaon

Assistant Professor of Clinical Marketing

Integrated Marketing Communication (IMC) involves the idea that a firms promotional efforts should be coordinated to achieve the best combined effects of the firms efforts.  Resources are allocated to achieve those outcomes that the firm values the most.

Promotion involves a number of tools we can use to increase demand for our  The most well known component of promotion is advertising, but we can also use tools such as the following:

(the firms staff provides information to the media in the hopes of getting coverage). This strategy has benefits (it is often less expensive and media coverage is usually more credible than advertising) but it also entails a risk in that we cant control what the media will say.  Note that this is particularly a useful tool for small and growing businessesespecially those that make a product which is inherently interesting to the audience.

Here, the firm offers retailers and wholesalers temporary discounts, which may or may not be passed on to the consumer, to stimulate sales.

Consumers are given either price discounts, coupons, or rebates.

.  Sales people either make cold calls on potential customers and/or respond to inquiries.

Firms often pay a great deal of money to have their goods displayed prominently in the store.  More desirable display spaces include:  end of an aisle, free-standing displays, and near the check-out counter.  Occasionally, a representative may display the product.


Generally, a sequence of events is needed before a consumer will buy a product.  This is known as a hierarchy of effects.  The consumer must first be aware that the product exists.  He or she must then be motivated to give some attention to the product and what it may provide.  In the next stage, the need is for the consumer to evaluate the merits of the product, hopefully giving the product a try.  A good experience may lead to continued use.  Note that the consumer must go through the earlier phases before the later ones can be accomplished.

Promotional objectives that are appropriate differ across the Product Life Cycle (PLC).  Early in the PLCduring the introduction stagethe most important objective is creatingawarenessamong consumers.  For example, many consumers currently do not know the Garmin is making auto navigation devices based on the global position satellite (GPS) system and what this system can do for them.  A second step is to inducetrialto get consumers to buy the product for the first time.  During the growth stage, important needs are persuading the consumer to buy the product and prefer the brand over competing ones.  Here, it is also important to persuade retailers to carry the brand, and thus, a large proportion of promotional resources may need to be devoted to retailer incentives.  During the maturity stage, the firm may need to focus on maintaining shelf space, distribution channels, and sales.

Different promotional approaches will be appropriate depending on the stage of the consumers decision process that the marketer wishes to influence.  Prior to the purchase, the marketer will want to establish a decision to purchase the product and the specific brand.  Here, samples might be used to induce trial.  During the purchase stage, when the consumer is in the retail store, efforts may be made to ensure that the consumer will choose ones specific brands.  Paying retailers for preferred shelf space as well as point of purchase (POP) displays and coupons may be appropriate.  After the purchase, an appropriate objective may be to induce a repurchase or to influence the consumer to choose the same brand again.  Thus, the package may contain a coupon for future purchase.

There are two main approaches to promoting products.  The push strategy is closely related to the selling concept and involves hard sell and aggressive price promotions to sell at this specific purchase occasion.  In contrast, the pull strategy emphasizescreating demand for the brandso that consumers will come to the store with the intention of buying the product.  Hallmark, for example, has invested a great deal in creating a preference for its greeting cards among consumers.

There are several types of advertising.  In terms of product advertising, the pioneering ad seeks to create awareness of a product and brand and to instill an appreciation among consumers for its possibilities.  The competitive or persuasive ad attempts to convince the consumer either of the performance of the product and/or how it is superior in some way to that of others.  Comparative advertisements are a prime example of this.  For instance, note the ads that show that some trash bags are more durable than others.  Reminder advertising seeks to keep the consumer believing what other ads have already established.  For example, Coca Cola ads tend not to provide new information but keep reinforcing what a great drink it is.

Developing an advertising program entails several steps:

.  Market reports can be bought that investigate the media habits of consumers of different products and/or the segments that the firm has chosen to target.

Determining appropriate advertising objectives

.  As discussed, these objectives might include awareness, trial, repurchase, inducing consumers to switch from another brand, or developing a preference for the brand.

Numerous media are available for the advertiser to choose from. A list of some of the more common ones may be found on PowerPoint slide 11.  Each medium tends to have advantages and disadvantages.

It is essential to pretest advertisements to see how effective they actually are in influencing consumers.  An ad may have to be redesigned if it is found not be to be as effective as targeted.  Note that selecting advertisements is often a numbers game where a lot of advertisements are created and the ones that test best are selected.

Depending of the promotional objectives sought by a particular firm, different advertising strategies and approaches may be taken.  The following are some content strategies commonly used.

Information dissemination/persuasion

.  Comparative ads attempt to get consumers to believe that the sponsoring product is better.  Although these are frequently disliked by Americans, they tend to be among the most effective ads in the U.S.  Comparative advertising is illegal in some countries and is considered very inappropriate culturally in some societies, especially in Asia.

try to motivate consumers by telling them the consequences of not using a product.  Mouthwash ads, for example, talk about the how gingivitis and tooth loss can result from poor oral hygiene.  It is important, however, that a specific way to avoid the feared stimulus be suggested directly in the ad.  Thus, simply by using the mouthwash advertised, these terrible things can be avoided

Attitude change through the addition of a belief

This topic was covered under consumer behavior.  As a reminder, it is usually easier to get the consumer to accept a new belief which is not inconsistent with what he or she already believes than it is to change currently held beliefs.

.  A more favorable brand image can often be created among the consumer when an association to a liked object or idea is created.  For example, an automobile can be paired with a beautiful woman or a product can be shown in a very upscale setting.

.  The use of humor in advertisements is quite common.  This method tends not to be particularly useful in persuading the consumer.  However, more and more advertisers find themselves using humor in order to compete for the consumers attention.  Often, the humor actually draws attention

from the productpeople will remember what was funny in the ad but not the product that was advertised.

Thus, for ads to be effective, the product advertised should be an integral part of what is funny.

.  Whatever specific objective is sought, repetition is critical.  This is especially the case when the objective is to communicate specific information to the customer.  Advertising messageseven simple onesare often understood by consumers who have little motive to give much attention to advertisements to which they are exposed.  Therefore, very little processing of messages is likely to be done at any one time of exposure.  Cumulatively, however, a greater effect may result.

Celebrities are likely to increase the amount of attention given to an advertisement.  However, these celebrities may not be consistently persuasive.  The Elaboration Likelihood Model discussed below identifies conditions when celebrity endorsements are more likely to be effective.

A significant objective of advertising is attitude change.  A consumers attitude toward a product refers to his or her beliefs about, feeling toward, and purchase intentions for the product.  Beliefs can be both positive (e.g., for McDonalds food:  tastes good, is convenient) and negative (is high in fat).  In general, it is usually very difficult to change deeply held beliefs. Thus, in most cases, the advertiser may better off trying to add a belief (e.g., beef is convenient) rather than trying to change one (beef is really not very fatty).

Consumer receptivity to messages aimed at altering their beliefs will tend to vary a great deal depending on the nature of the product.  For unimportant products such as soft drinks, research suggests that consumers are often persuaded by having a large number of arguments with little merit presented (e.g., the soda comes in a neat bottle, the bottle contains five percent more soda than competing ones).  In contrast, for high involvement, more important products, consumers tend to scrutinize arguments more closely, and will tend to be persuaded more by high quality arguments.

Celebrity endorsements are believed to follow a similar pattern of effectiveness.  The Elaboration Likelihood Model (ELM) suggests that or trivial products, a popular endorser is likely to be at least somewhat effective regardless of his or her qualifications to endorse (e.g., Bill Cosby endorses Coca Cola and Jell-O without having particular credentials to do so).  On the other hand, for more important products, consumers will often scrutinize the endorsers credentials.

For example, a basket ball player may be perceived as knowledgeable about athletic shoes, but not particularly so about life insurance.  In practice, many celebrities do not appear to have a strong connection to the products they endorse.  Tiger Woods might be quite knowledgeable about golf carts, it is not clear why he has any particular qualifications to endorse Cadillac automobiles.


The effectiveness of advertising is a highly controversial topic.  Research suggests that in many cases advertising leads to a relatively modest increase in sales.  One study suggests, for example, that when a firm increases its advertising spending by 1%, sales go up by 0.05%.   (The same research found that, in contrast, if prices are lowered by 1%, sales tend to increase by 2%).  In general, it appears that advertising is more effective in selling durable goods (e.g., stereo systems, cars, refrigerators, and furniture) than for non-durable goods (e.g., restaurant meals, candy bars, toilet paper, and bottled water).  Also, advertising appears to be more effective for new products.  This suggests that advertising is probably most effective for providing information (rather than persuading people).  Note that many advertising agencies make a large part of their money on commissions on advertising sold.  Thus, they have a vested interest in selling as much advertising as possible, and may strongly advise clients to spend excessive amounts on advertising.

Research suggests that advertising effectiveness follows a sort of S- shaped curve:

Very small amounts of advertising are too small to truly register with consumers.  At the medium level, advertising may be effective.  However, above a certain level (labeled saturation point on the chart), additional adverting appears to have a limited effect.  (This is comparable to the notion of diminishing returns to scale encountered in economics).

There are several potential ways to measure advertising effectiveness.   Two main categories include:

.  These studies look at what happens with real consumers in real life.  Thus, for example, we can examine what happens to sales of a companys products when the firm increases advertising.  Unfortunately, this is often a misleading way to measure advertising impact because we live in a messy world where other factors influence sales as well.  For example, a soft drink firm could conclude that there is very little correlation between advertising and sales because another, much more powerful factor is at work:  temperature.  That is, the firm may find that although a great deal of advertising is done in the winter, sales are greater in summer months because people drink more soft drinks in hot weather.  Note that the choice of brand of soft drink purchased in the summer may very well be influenced by advertising heard at other times.

.  To get around the confounds imposed by nature, advertising researchers often use artificial situations to evaluate advertising.  This sacrifices the use of real consumers in real settings, but allows the marketer to control sources of influence.  An advertising firm may hire people to come in and participate in research.  The consumers may come in and be asked to view some television and respond to a questionnaire about the programming later.  Half of the subjects can then see a version which includes an ad to be tested (the other half is known as the control group, which will serve as a basis for comparison).   We can now compare the two groups on factors such as attitude toward the brand, purchase intention, and preference.

Consumers will often perceive what they perceive to be independent media news stories as more credible than paid advertising.  Therefore, getting favorable media coverage can be quite valuable.  One downside, of course, is that the marketer does not get to control what the media will say.  This type of coverage is not necessarily less expensive than traditional advertising, either, since a lot of labor is often needed to generate media interest.

News releases should generally be brief.  Ordinarily, these should not exceed two double spaced pages in length although additional information can be made available.  The media will generally react negatively to advertising or sensational language such as revolutionary or breakthrough.  There is generally a preference for precise, factual information although a human interest story may also be of interest.  It is important to quote actual peoplewhether customers, neutral experts, or employees of the firm.  This may mean drafting a quote and asking the appropriate person for permission to quote him or her saying this.

Free Coursework

– A Marks and Spencer virtual mobile telecommunication network. This service would be run on one of the four major networks, mm02, Vodafone, Orange, or One2One. The pricing tariffs will be competitively priced to match the current markets prices. The user of the Marks and Spencer mobile phone will be sent news of special offers and deals, and other promotional advertisement by text message. This will include phone owner special offers and a point scheme where by every time they use a special offer sent to them by text message they will get special bonus points which will earn them credit for their mobile phone or money off their bill. This service will include special Marks and Spencer mobile phones, which will be exclusive to the Marks and Spencer owner. The Marks and Spencer network will be known as Marks and Spencer Mobile.

Business Objective- The objective is to obtain and retain a loyal customer base that will hopefully spend more money and not shop at rival stores. The Marks and Spencer mobile phone will be based on the Orange network as this would make them compatible with other Orange phones making calls between them cheaper, this is more likely to happen as Orange has the largest market share.

Marketing Objective- To create a mobile phone network and to advertise and send special offers to subscribers of the Marks and Spencer network. Advertisement will also be done on other mobile phone networks. Fig1

My promotional plan will be to get as many subscribers for the Marks and Spencer network and then to offer them special offers and send them advertisements. The idea is that if they get an offer they cant refuse they will come and spend money on it. This could be used in conjunction with a bonus scheme as at Tesco. While spending at Marks and Spencer they will be less likely to spend at rival stores and as they are subscribed to Marks and Spencer they will feel more loyalty toward the store as they are part of the Marks and Spencer brand.

S-Specific- What Im going to achieve is a loyal base of customers many of whom will already be Marks and Spencer members with Marks and Spencer charge cards. I hope to gain a small segment of the mobile market and use this as a base for advertising products and special offers. The calls will be cheap, with contract and pre-pay options available, in the hope that large number of people will join and hopefully start using Marks and Spencer products and services. The people signed up to the phone service will hopefully spread the word when they receive news of offers etc. Extra services such as weather, traffic, news and sports updates will also be included. A healthy profit is also wanted on the actual mobile phone service.

The marketing process is divided into two phases. A strategic and a tactical phase. The strategic phase has three components, segmentation, targeting, and positioning. (STP) We must distinguish between our different customers, choose whom it will serve effectively and communicate the benefit it offers to that group. There are many different types of customer but the one I intend to target is primarily the young affluential holders of a Marks and Spencer card and those who are buying the Per Una range of clothing as they are most like to use current technology. I will also try to target the older middle classes, as they are the current people who shop at Marks and Spencer. A key step in marketing this service is to create and communicate a clear message that will establish the brand in relation to its competitors. Then positioning and image will effect how the customer perceives the company, especially if they have had a past experience with the company named. I would market my service as the best quality. I cant claim to be the best in several fields as this could hurt its credibility as no one would believe me if I was to say its the cheapest, most reliable, popular phone as no one would take it seriously and the Marks and Spencer image of quality would be damaged.

These are he two social grades that I will aim to target:

B- (Approximately 11%). Group B is the middle class. These are senior executives and managers. These people are often on the move and may well appreciate being informed of goings on, news reports, traffic reports etc.

C-C¹- (Approximately 8%). Group C¹ is lower middle class. These are white-collar, white-blouse office workers. They mostly use their phone during peak hours and are often mobile-to-mobile. Marks and Spencer will try to push for this type of customer as they use their mobile phone a lot.

Under the ACORN system or rating I will target four specific ACORN types and two ACORN groups.

Modern Family Housing, higher incomes

Recent private housing, young children

Modern private housing, older children

Furnished flats, mostly single people

Different people have different images and influences, especially in the family, if I can target people in the B and C ranges who are also between the ages of 20-45. Family members and peers may perceive this as a service to have and people below 20 may see it as a cool product and may aspire to use such a service. Often the products people purchase are used to express individuality and status and Marks and Spencer is seen as a supplier of quality.

Under ACORN the groups I am to target are al well off and able to afford such a service and would most likely make excellent customers at MARKS AND SPENCER. The B group people are all families who will often do family shops and will have money to spend and are very reliable when it comes to spending significant amounts of money.

I want to focus on the needs of the person rather than the product as people dont purchase things as much as they purchase a service to satisfy needs such as exclusivity, information and promotions and offer of special offers and deals that will fulfil their needs. If they have had a good experience at Marks and Spencer and see memorable advertisement their decision to purchase a Marks and Spencer product or service is greatly increased.

M-Measurable- I hope to have a 1% share of the market by 2004, advertisement will be quite heavy to begin with and posters will be around in the stores. Advertisement of the call plans will be one of the major features as this will hopefully persuade people to get an Marks and Spencer phone even if the dont normally shop at Marks and Spencer. Promotion of the special offers a subscriber will get will then follow explaining the great benefits that a user could hope to gain. Success could be measured by noting the amount of money spent and the number of people shopping at Marks and Spencer who had a mobile phone and had responded to an offer sent to them. The number of subscribers and the profit made on their calls could also be taken in to account. Consumer panels and interviews could be done to find out what peoples current view of the service is. Questionnaires can be handed out when people use one of the bonuses, such as free airtime on their mobile. This could be used to find certain things in relation to that part of the particular service they are using and why they are not using the other stories if that is the case. Profitability control can be used to find out what the profit ratings of Marks and Spencers different products and services are and how they are effected by the new mobile and information service. If it was making a profit in its self and increasing sales of other products this would be seen as a great success. Customer satisfaction could also be measured as a why of tracking our goal achievement and why they may use or switch to a rival product and/ or service. The way people get and remember information affects their buying process a lot.

A-Attainable- goals need to be attainable, it would be inconceivable to say we will sell a Marks and Spencer mobile to everybody in Britain it is impossible. Only a small number of subscribers are needed for the mobile phone service. Text messaging is seen as the great prospect for marketing a product and I believe I could make this work.

R-Realistic- this is a very realistic objective as this area is generally untouched and is predicted to boom as a marketing resource in the future. Pizza Hut has recently set up a joint advertising and promotional feature with a local London paper. They have got data from a questionnaire in the newspaper and they sent 50,000 text messages out on the 15thof February 2002. The number of subscribers for the mobile network is also quite small and many other companies have set up their own tariffs such as the Fresh network by the Carphone Warehouse.

T-Time Frame- the launch period will last 3 months and initial success will be monitored closely at regular intervals over the first 12 months. I hope to have attained a 0.75% of the mobile market by 2003 and 1% by 2004. I hope to be making a profit on the service by 2003 and to be making marked gains as a result of the marketing ventures and an increased and more loyal customer base. All of my promotional ideas such as newspaper advertising, radio, television will all be started in the initial intensive first 3 months as will in store displays. Fashion shows will be done over the 12 months but wont be part of the initial first 3 months.

The media involved will all be looked at closely and will be reviewed often to see if it is effective. Customer reactions will be noted and our advertisement will change accordingly if it has to. The actual launch period of heavy advertising and promotion and media coverage will be of a 3-month period starting in November. This is so that I can catch the Christmas rush with mobile phones. Further promotion and media use will take place for a further 9 months but this will be less intensive.

Competitors.There is no direct competition in this combination of using mobile phones with the promotion of a stores products included but there are competitors in the department stores and mobile phone industry.

Debenhams- Very large and successful department store. Have many branches in areas that greatly affect Marks and Spencers market share. Examples of these include Marks and Spencers situation in Manchester. Debenhams opened a store in the Trafford centre, which greatly affected the new multi-million pound, show piece store in the city centre built after the bombing. To combat this Marks and Spencer placed a small Marks and Spencer in the Trafford centre that gained some customers back. This shows that Debenhams is a major threat but also the importance of where a store is located.

They dont however have any connection with the mobile phone industry and dont do any major sponsorship or advertisements. They also tend to cater for the younger market and sell many major designer brands such as Levi and Diesel.

Sunwin House- Small northern-based company owned by the Co-Operative Society Company, many old people shop their, small range but does sell goods such as furniture, electrical goods, cars, and holidays. It also has a wide range of beauty products and perfumes. Its owners the CO-OP does very little advertisement, the stores prices are quite high too. Sunwin house will not be a threat at all except in a few places such as Bradford were they are in direct competition with Marks and Spencer.

All the mobile phone companies including Orange, mm02, Vodafone and One2One all offer very similar price plans, tariffs and claims. They all use the same phones and the quality of their service varies from place to place. They all cover the entire UK apart from certain black spots. All of the mobile phone networks will claim to offer the best value, best quality, best service and the latest technological advances such as a better WAP service. Orange, mm02, and Vodafone will all say that they have the most users as well. There is very little difference between them and this varies greatly in different regions so it is very hard to say which is the best. Marks and Spencer would not be able to seriously compete with these companies in the same way they couldnt compete with Marks and Spencer in the retail industry. On the other hand, a small percentage of the market is sufficient and we would be working with Orange as we would hope to use their network, this would benefit Orange too.

Product/service. Packaging and branding are important parts in the marketing of a product. Packaging in some instances may be as simple as customers carrying vegetables in paper bags. In most industrialised countries, however, the packaging of merchandise has become a major part of selling their products; marketers now specify exactly the types of packaging that will be most appealing to potential customers. Packaging is sometimes designed to make easy the use of the product, as with aerosol containers for room deodorants. Marks and Spencer Mobile would keep with M&Ss use of green and will also use very familiar logos. M&S use much branding in their advertisements but not on their products, they heavily brand carrier bags and the use of any M&S logos will be kept to a minimum. The branding and packaging of things such as he mobile phone and top up cards will be kept very small. Green lettering will be used on white and black backgrounds. A small logo that will feature on the screens of the mobile phones will also be used and Marks and Spencer Mobile paper and packaging.

.M&S currently use a slogan called the St Michael Promise. It states Our commitment to leading standards in quality, service and value. This could be used and bills and on the mobile service documents at the end as a statement of what we will do. The use of traditional logos and colour schemes will make the decision of buying a mobile phone easier. Buying a mobile phone is quite a difficult and expensive choice especially when it includes other services. This would make it a high involvement purchase. High involvement purchases are usually when there are significant differences between brands. Such tasks are complex because the risk is high (significant financial commitment), and the large differences among brands or products require gathering a substantial amount of information prior to purchase. M&S can influence this buying process by helping the customer get information as readily as possible. This may include informing the consumer about the product category and its important attributes, providing detailed information about product benefits, and motivating sales personnel to influence them into buying an M&S mobile. Trained sales staff could be acquired just for the M&S mobile section.

The purchase process happens when a consumer becomes aware of a need. This can come from many locations but we hope to do this by advertisement and contact with our existing members. When a customer buys one of our mobile phone that could be the end of their relationship with M&S. With M&S the purchase of our mobile phone will represent the beginning, not the end, of the customers relationship with M&S. If a customer is happy with their purchase, they may say positive things about M&S and/or the mobile phone service to other potential customers. The opposite is true for dissatisfied consumers, but when they sign up to M&S mobile we will be in regular contact with them offering them all sorts of offers exclusive to them. If we see that they are not using their phone often M&S could send them details of a special offer just for them to make them use their phone more often. The monthly M&S magazine could be sent to each customer. This strategy will keep us in contact with them so continuing our relationship with them and influencing their decisions on products to buy, or services, or even putting thoughts in to their heads which they had not considered.

Vending machines could be used to dispense mobile phones, top up cards and accessories. This would be very helpful for people who know what they what and want to be in and out as quickly as possible. In Japan, vending machines now dispense frozen beef, fresh flowers, whiskey, jewellery, and even names of future dating partners.

A slogan just for the mobile phone would have o be created but it would not be short snappy or corny. Marks and Spencer Mobile, the best connection you can get. This shows the reliability and that you get many other added extras.

The unique selling position of this product is that it offers special services such as the latest offers open exclusively to them. For example, a text message is sent to a M&S mobile user telling them that for this week only they can get 10% off any childrens wear this week only. All M&S mobile customers will have a unique store card sent to them when they sign up. To claim 10% off any childrens wear they buy they would have to show their store card and a unique code sent with that text message. They then would sign like a credit card and they will then be able to buy the product(s) at a 10% discount.

Below is the product life cycle of he Marks and Spencer mobile phone and a bipolar map.

Low market share in a high growth market

Cash required maintaining or increasing their market share to become stars; otherwise they should be phased out.

Growth stage of the product life circle

Rapid growths requires relatively heavy investment

Decline stage of product life cycles

Maturity stage of product life cycle

Need less investment to hold market share

Cash milked to finance investment in other

M&S mobile would be an early pioneer in its product life cycle, as this type of service has never been tried before. Under Boston Matrix M&S mobile will probably be a question mark. With good marketing however it has the potential to become a star. The BIPOLAR MAP shows that M&S is a very high quality though quite high priced company. For the sale of mobile phones however the price will have to be around industry norms but service will be up to M&Ss high standard.

Sales promotion. The use of a mobile from M&S is totally geared up for the promotion of M&S products. For example, a text message is sent to a M&S mobile user telling them that for this week only they can get 10% off any childrens wear this week only. All M&S mobile customers will have a unique store card sent to them when they sign up. To claim 10% off any childrens wear they buy they would have to show their store card and a unique code sent with that text message. They then would sign like a credit card and they will then be able to buy the product(s) at a 10% discount. This shows how this would work. To sell the M&S mobile though sale promotion will have to follow a more traditional manner. The first way of getting customers would be to contact existing M&S customers with store cards and offering them the mobile phone service before any one else can claim one and at a special price. This could be done for a month before the mass-market advertisement begins. This will make them feel special and it will also strengthen our links with our best and most loyal customers.

Next in store displays and leaflets could be put in to M&S stores around the same time as major promotion starts. Those who sign up in the early stages would be offered free credit, free text messaging for a limited number of texts and store discount if they buy a phone at the same time. Major promotion will also take place outside the store, as M&S mobile will use the Orange network we could advertise the fact that we are using the largest and most reliable mobile phone operator in the UK and that this will also mean that calls to Orange users will be the same as those to M&S users and to land lines.

A competition, random customers at the checkout will be told they have won a mobile phone at the checkout. The advertisement will take place in many forms and the price and number or time is shown below.

The cost of launching such a service which if meets its targets should bring in millions of pounds and many more customers and more loyal customers will total millions of pounds.

Radio is the most diverse media available and I would not have a problem finding a suitable radio station to advertise on with a vast range on show from Classic F.M to Jazz F.M to Galaxy F.M. According to on the radio is up to 4 times more effective per pound than television. Research by them has also show that the radio is a much more trustworthy media and is selling its self as friend. Radio advertisement costs between 200 and 500 per slot and this is according to the time of day. The evening slot at peak time travel would be around 500, if 500,000 people were listening over 100 stations it proves very cost effective at only ten pence per listener for an outlay of 50,000. As it is so cheap to advertise, the adverts can be repeated many times, which is an effective way to get your product to stay in the listeners mind! All this evidence is from advertisement with an average of 300 per advertisement based on an average of one advert per hour on 50 stations would cost approximately 3 million pounds for 3 months.

TV advertisement at a time when millions of people will be watching is likely to cost millions of pounds. With social groups B and C being targeted with a female slant there are many programmes that can be used for advertisement. Channel 4 has many programmes that are perfect to advertise on for my target market. Ally McBeal and Sex and the City would be perfect to advertise on as many people of my targets social grade watch these programmes especially with a female bias. Seinfeld would also meet my targeted social grade, as would ER. Other programmes on channel 4 include Richard and Judy, Friends and Big Brother. Big Brother was last sponsored by BTCellnet (now mm02).

30-second weekday peak time spot (between 7.26pm -11.30pm) costs around 12,000.

30-second adverts in all the advertisement slots for one month in all these programmes would cost approximately 1,000,000. If this were sustained for 1 month the cost of advertising around these programmes would cost 4,000,000. Include other programmes and this could spiral to 10,000,000 a month. For the initial 3 months this would cost 12 million.

Advertisement in newspapers would also be a viable idea.

Source Mintel national newspapers

Copies of papers sold on average everyday.

6 month daily average to Sept 1999 In millions

Many millions of newspapers are sold every year and millions are also sold every day.

M&S mobile would be advertised in the popular and middle class of papers.

The chart above shows that 55500 would be spent each week on newspaper advertisement.

A 12-week advertisement schedule during the products opening phase using newspapers the cost would be 666000 spent on newspaper advertisement.

In total, advertisement will cost almost 15 million pounds for the 3 months.

Public relations involve less commercialised modes of communication than advertising and sales promotion. Its key purpose is to publicise information and opinion to groups and individuals who have an actual or potential impact on a companys ability to achieve its objectives. In addition, public relations specialists are responsible for monitoring these individuals and groups and for maintaining good relationships with them. One of their key activities is to work with news and information media to ensure appropriate coverage of the companys activities and products. Public relations specialists create publicity by arranging press conferences, contests, meetings, and other events that will draw attention to a companys products or services. Another public relations responsibility is crisis management, such as peoples concerns with mobile phone radiation. Other public relations activities include, advising management about public issues, and planning community events.

Sports sponsorship could also be done. Below is a breakdown of most sports.

The Marks and Spencer magazine could be used in an attempt to reassure people of the safety of mobile phones and we could also show people tips and tricks on the use of their mobile phones.

Marks and Spencer hold fashion shows at various stores and this could be used to promote mobile phone safety.

Leaflets could be available in store on safety of your mobile phone such as not using it in public places.

How television advertisement schedule would look.

I would choose to do a television advertisement, as this is the best way to meet my target market. The viewers of the channel 4 programmes are ideal for my target market. The advertisement objective would be to create awareness of my product and to see an increase in the number of people then subscribing to the Marks and Spencer Mobile.

The advert would explain that subscribing to Marks and Spencer Mobile would entitle them to the most reliable network from Orange and membership to Marks and Spencer, ten per cent off everything you buy when you first sign up and special offers unique to you through your mobile phone from then on and the ability receive free information such as weather reports.

A-Would you like 10% off all purchases?

I-For as little as 9.99 a month you could have 10% off all your purchases you make when you sign up to Marks and Spencer Mobile. You will receive special offers unique to you and a Marks and Spencer charge card, free subscription to the Marks and Spencer magazine free text messaging.

D- You will receive special offers unique to you and a Marks and Spencer charge card, free subscription to the Marks and Spencer magazine free text messaging.

A- The chance to get 10% off all purchases and the price of 9.99 a month on contract is for a limited period only so dont miss out!!

To monition my promotional strategy I could analyse customer reaction to see if they favour my plans. I could also set deadlines for certain things to be accomplished and seeing if they meet their deadlines could easily monitor this.

I have chosen all the components above as I feel they will best enable me to launch a successful product. I have not chosen certain components because I feel they would not allow me to launch my product successfully. For example, I have chosen not to cover any sports coverage as this would be highly expensive and would not reach much of my target market. I also considered the possibility of advertising through leaflets but found that this would not be affective as most leaflets are instantly put into the rubbish bin. Heavy TV advertisement especially in the opening period can be a great way of promoting my product especially if the advert happens to be particularly memorable or even very persistent. I have chosen to do this ahead of sports sponsorship as TV allows me to be very specific with my target market and much cheaper in terms of effectiveness than sports sponsorships such as football sponsorship. I want to give blanket coverage of my product over many different types of media I have chosen to use. According to m, it is better to have 100 thousand people listen to your advert 4 times, than to have 400 thousand people listening to it once. This is because people have to hear adverts several times before they take in and react to the adverts. I believe that advertising on many different medias that I can make Marks and Spencer a part of peoples lives and make them want to become a user of Marks and Spencer mobile. My promotional plan would be very expensive but would prove very successful for Marks and Spencer. If fashion shows are included with this, the image of Marks and Spencer mobile could be improved and make the product look more desirable.

Another media I will also advertise heavily in is the radio because it is proven to be four times more effective for every pound spent advertising on the radio than it is on TV. The radio has a vast number of radio stations and I can carefully target station to sponsor on. This could involve sponsoring a show; normal adverts or it could involve a competition on the radio. My target market would mean that the Galaxy FM network would be excellent to advertise on.

The key components of my promotional plan are that it will be promoted constantly for 3 months over a broad spectrum of medias thus enabling all my target market to be aggressively targeted with the aim of persuading them to join my mobile phone network. This method will use daily bombardments of promotional stuff over radio, TV, newspapers and in store through such things such as fashion ranges.

Overall I think that with the benefits on offer of being a Marks and Spencer Mobile owner with competitive prices and special offers at Marks and Spencer outlets for members of a Marks and Spencer mobile, this plan could prove very successful and would help Marks and Spencer continue to broaden their market. With Marks and Spencers huge spending power on advertisement they can force the image and the name of Marks and Spencer Mobile into people heads. This plan looks at all the target groups and specifically advertises to their needs, the target group has been targeted in a way, which will suit the needs and desires of these people but will also prove profitable to Marks and Spencer in the long run. The way I have targeted my target group allows them to be given blanket espouser to what I am offering. By using the radio as a key component this will prove highly effective. This is because using the radio is proven to be 4 times more effective per pound than radio compared to TV. This is according to RAB.co.uk. Radio will help target all of my target range as there is a station to suit every ones needs. Radio adverts can be very memorable and have a long lasting effect, which


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Marketing Your Business With Flyers IdeaTipAnd Strategy

Since this post is a bit long, here are internal links to the different sections for this page to make reading this page more convenient for you:

I recently published a book on local business marketing that includes flier marketing and much more. You can get it on Amazon as a hardcopy or a Kindle version (if you dont have a Kindle, you can read the book on the Kindle version of your smartphone).

If you prefer learning with video instead of reading, you can take my local business marketing course (it has a few free preview lectures browse the full list of lectures to see if that course might be right for you).

Link to the local business marketing book on Amazon(browse the table of contents to see if the book is right for you)

Link with a discount to the local business marketing course on Udemy(watch some of the free preview lectures to see if the course will be right for you to promote your business)

Why Flier Marketing Is Still So Effective To Promote Your Business

There are so many cool ways to promote your business like social media marketing, YouTube, SEO (search engine optimization) and many other online and offline techniques. So, why is flier marketing still so effective?

The answer lies in two general truths. The first is that people still often prefer to have something in their hands that they can touch, feel, save on their desks or shelves and come back to when they are ready. They can save the flier in case they dont necessarily need it right there and then, but think that they might make use of it later. The second reason flier marketing is still so effective is a little bit more practical. It is that YOU decide who gets the flier, and there are various levels of complexity for how you can decide on, and hone in on the most ideal people to whom to give your flyers. Precisely this hyper-targeting of your potentially ideal clients is what often makes marketing with flyers so effective.

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What are these fancy terms? Let me define them for you.

Demographics: measurable attributes of your target customers like age, sex (not yes please but male/female), education level, income level, where they live and the affluence of that neighborhood, their political affiliation, and many additional concrete and measurable attributes.

Psycho-graphics: these are not measurable but still important attributes about your target customers. These are things like interests, hobbies, needs, fears, desires, hopes, insecurities, things they feel that they are lacking and need in their lives.

Geo-graphics: this is basically where these people live. For many local businesses, you must find customers who are local and live within a certain radius.

Now lets explore how you can identify the demographics, psycho-graphics and geo-targeting of your most ideal potential customers to whom you will give your flyers.

Article Update: many people asked me for all the possible offline marketing strategies that can be used to promote their business, and I created a full online course that will teach you how to do offline marketing like a pro.

Here is a discount link to myfull course on how to promote your business with flyers. This course teaches you how to make flyers that get peoples attention, and help you convert people into customers. Check out the full course curriculum and watch the free preview lectures to see exactly what you will be getting in the course. And if you want to browse listings of all my best courses, here is a list of 60Udemy course discounts.

And here is a discount link to myfull and very loved marketing course on how to reach 1,000,000 people. This course has 13 hours of video tutorials, and tips on offline marketing, advanced social media marketing, search engine optimization, and much more.

And if you are a first-time entrepreneur, check out thiscourse on how to start a business, which you might also find very helpful as you work on building your company.

While if you are creative and resourceful enough in how you do your promotion, you can probably successfully promote any business with flyers, some of the best types of businesses to promote with flyers are local businesses and events because you can geographically target people when you hand out the flyers.

Local businesses tend to be businesses that do business within a certain geographical radius, cities, or neighborhoods.

Businesses that tend to be difficult to promote with flyers are ones which dont make a significant amount of money per customer and rely on reaching a large scale of low-spending customers to reach high revenue numbers. Since flyers have a cost to printing and handing them out, unless you can make a significant amount of money per each signed-up customer, it will lose you money because typically you have to hand out many flyers to generate a single sign-up.

I wrote a marketing book full of actionable strategies to help your business get exposure. It teaches you the strategies I used to reach 1,000,000 for my business. The book is about 150 pages long. Here is a full description of mymarketing book. Here is themarketing book on Amazon.

If you prefer watching videos instead of reading books, I created a few online courses that teach you how to be a great marketer. The courses are mostly video-based. Here is theadvanced social media marketing courseSEO courseaffiliate marketing course, and the fullmarketing plan and strategy course.

There are a few important elements that make or break a flyer marketing campaign. One important thing to keep in mind is that when you hand out flyers to people, they are usually on the go. That means they have only a few seconds to glance at your flyer before they determine whether they will take a closer look at it or throw it away (hopefully they will recycle the flyer).

That means that you have to make the value proposition in big letter and clear print. What you are promoting should be immediately clear, and it should also be clear what the value is for the person looking at the flyer.

Additionally, try to not go too heavy on the graphics. While graphics can be enticing and alluring, they can also cause a little bit of confusion. So try to have clear images that add to the flyers message in a nice way.

You might wonder where to get your flyers actually designed and printed so Ill cover a few options that you have.

If you want to do the design and printing online, I recommend a website called which is where I print my business cards and flyers. They have thousands of existing designs available that you can choose from. You can create the design and get it printed for you right on that site.

If you want to have a custom design, you can do that on VistaPrint as well, although it will be a little bit expensive. To get a cheap custom design, take look at m where you can get business cards and flyers designed for you for as low as just $5.

Of course, as these strategies succeed for you and you will need to print more and more business cards, flyers and other printed marketing materials, you can approach local print shops to see whether they can work out a deal for a significant discount printing in bulk for you. The designs they can print can be the designs that you found on VistaPrint or got custom made on Fiverr.

Generally, the ultimate design is something that most people outsource because lets face it, most of us are not designers. It is easy to get the flyers designed for you and printed. The challenging part is to have whats printed on it resonate with people.

Marketing your business with flyers isnt free. In fact, it isnt very cheap. A cheap flyer can cost a few cents to print, and a good flyer can cost nearly a dollar to print. As you might guess, cheap flyers will get you the kinds of results that you paid for. So you will have to give out more flyers and spend more time giving the flyers out. Additionally, if you hire someone to hand out the flyers, that is a cost as well. When it comes to marketing, here is a tutorial about some additionalmarketing and customer acquisition coststhat are more difficult to notice.

To fully understand how many passed out flyers it takes you to get a single customer, you must be able to determine whether the flyers generated any leads. That means that the contact information on those flyers must be unique. It can be a unique phone number or a url that people should visit. That will help you measure how many people contacted you because they got your flyers. This is called direct marketing. Here is a tutorial about direct marketing.

Keep in mind that since flyer marketing is not free, there are many other paid marketing techniques that can work. We will get to those later in the article.

Once you are able to understand how much it costs you to acquire a customer by marketing your business with flyers, you should also understand how much money you can earn from your lifetime relationship with this customer.  Here is a video tutorial on how to determine your customer lifetime value.

When you are doing any kind of marketing, and especially marketing that isnt free or cheap, make sure that you do not waste and mis-direct your marketing efforts. That means that you have to reach your target market with your efforts. Here is a video about how to properly identify your target market.

When you create your business, logo, website, and everything else, a large part of your motivation is to grow your own personal success, brand, and improve how you are seen by others. 99.9% of all people are generally most motivated by improving their own situations.

Understanding this, what do you think your customers care and think about when they come in contact with your flier or your business?

All your customers want to know is whats in it for me? so when you create your flyers, create the flyers out of understanding that this is how people will approach your flyers. Ill explain how to create your flyers in the next chapter, but for now just think about this.

Here is anintroductory marketing tutorialthat explains how to balance costs, targeting, volume and conversion in you marketing efforts.

Additionally, since flyer marketing is one ofoffline marketing strategies, take a look at a few other offline marketing strategies such ashow to market your business with business  cardsand and article about whetherbusiness card marketing is still effective.

There are 4 things that should be present in every effective flier. In coming sections of this chapter I will explain how exactly to create each of these sections for maximum effect and conversion. For now, let me just explain what each of those four elements is.

The most important element is your offer. It must excite people because by being so compelling that it grabs peoples attention, and gets them to stop in their tracks and take a look.

The second element of a well crafted flier is the photo. You should have one large and clear photo. The photo should communicate what the benefit of your business is, and inspire people to imagine how great it would be for them to get the benefits of your business.

The third element that every well crafted flier should have is the call to action. You must tell people to call or visit or engage with your business in whatever other way that makes sense.

The fourth element of a well crafted flier is the extra details section that expands on, supports and explains your main offer. Those details should drive the point home about how great it would be to get the benefits of your business.

AIDA is an acronym that stands for: Attention. Interest. Desire. Action.

AIDA is an age-old sales method. After I explain it to you, it should influence everything you do in your sales for the rest of your career. It is that powerful once you fully master it. Unfortunately, it is not that easy to master.

To honestly share with you my own experience with AIDA, when I first learned about it, it took me only a few minutes to understand it, and I thought that I fully got it. But looking back at it, it takes a lifetime to master. It ultimately took me a long time to become truly good with AIDA. But as you get better and better with it, you will notice how much stronger your sales become and how much better you will be able to convert leads to actual sales. Now that Ive given you this little bit of background, let me explain what AIDA actually is, how it works, and how it will be extremely relevant to your flier marketing.

The first element is AIDA is the A which stands for attention. In the real world, what grabs peoples attention is the headline of whatever ad you are creating. In the case of flyers, the A or the headline is the offer on your flier. The offer must be so good that it stops people in their tracks. If the offer is mediocre most people wont take too much of an interest.

The next part of AIDA is the I which stands for interest. Once you have peoples attention with your headline, that attention will only last a few seconds unless you build on it. The way you build peoples interest in your flier is with your photo and the extra offer details that you add below the offer.

The next part of AIDA is D which stands for desire. This is crucial. Peoples interest must turn from theoretical and vague interest to true emotional desire for whatever it is that you are offering. After grabbing peoples attention, building an emotional desire in them is probably the second most crucial element of your sales. In fact, after you master headline writing, the element of AIDA with the most depth which truly takes a lifetime to master is the process of turning peoples interest into a true emotional desire.

After peoples emotions are involved and they truly desire your product, they will do the rest of the work for you by convincing themselves just how much they need whatever it is that you are selling.

Once you really get people to desire your product, the last part of AIDA is the last A which stands for action. You must get them to take action, which is to buy something or call your business or sign up for something in some way, whatever that may be for your particular business.

Now that you understand AIDA, always apply it to anything you are selling.

Now we are ready to walk through the elements of a successful flier in more detail, with AIDA in mind.

Your offer is the A of AIDA, and it must grab attention. Creating a great offer is easy in theory. If you offer something for free or at an incredible discount, people will flock to your unbelievable offer in droves.

The problem with doing such an offer is that it will lose you a significant amount of money.

The key to being able to realistically give such a great offer is to be able to make a significant amount of money on average per each person that takes you up on that offer.

For example, if you are promoting a gym, you can give away a pretty significant free membership trial just to get people to take you up on that offer. Most gyms give one free class to try for free, but what if you gave away 10 classes or 10 free days? That would certainly get peoples attention much more. Using the same gym example, if you significantly reduced initiation fees much more than people typically expect, that would also get peoples attention.

The trick is that if a person signs up, some people might remain members for many years, which would get you thousands upon thousands of dollars from them. And if they love your gym they might also get personal training, buy some of your gear and workout clothes, and even make you more than $10,000 over the lifetime of their membership.

By getting their attention, you increase the chance of that $10,000 client happening vs. not happening.

So whatever business you have, you must refine and improve your long-term customer strategy and make sure that you can make a significant amount of money per customer. Once you have a large LTV (lifetime customer value) you can make your attention grabbing headlines more and more attractive, while still being profitable and sustainable long-term.

So if you own a gym, you must get people to remain members for a long time. If you own a restaurant, you must get people to order or visit from you many times. If you own a cleaning or a gardening business, you must get people to use your business on a regular basis. For almost all kinds of businesses, what this really boils down to is simply making sure that you provide a consistently great service at a fair price. That will get many people to become long-term customers, which will enable you to give more attractive offers to get peoples attention.

Additional tips to write more attention-grabbing headlines involve using words like FREE or giving a x% OFF (some percent off) discount or $x OFF (some amount of dollars off) discount. Try to also use numbers in your headlines. That gets more attention too.

The photo you choose for your flier should help people build their interest in your business, and the image in the photo should get people to begin imagining themselves getting the benefits of whatever it is that your business offers, and how much better their life will be after getting what your business offers. This will help to transition them to true desire for your product after they truly imagine themselves getting all those amazing benefits, and how much better their lives would be after getting the benefits of your business vs. not getting those benefits.

The photo must inspire their imagination.

Under your headline offer, you should also have a few (maybe three) bullet points that further expand on your big headline offer. Use those extra details to list 3 benefits and not features of your product or service. This will work together with the image that you choose to get people to imagine having those benefits in their lives, and begin to desire those benefits.

Together, these extra product benefit details and the photo are your I and D (building of interest and desire) of AIDA.

For example, if you are promoting a gym, some of those benefits might be things like quickly losing weight, looking better, wearing an attractive bathing suit on the beach, or many other common benefits that a gym ultimately offers. Those benefits have been promised to us by people for decades because they work to get people imagining and desiring to be like the people in the pictures.

After people desire your product or service, you must make sure to close the deal and get those people into the doors of your business. You do that with an effective call to action which is the last A of AIDA, and the fourth element of a successful flier.

To make your call to action more effective you can add urgency to it by either limiting the total number of products available in that offer or the time during which the offer on the flier is valid.

For example, you can urge people to call this weekend (or week or month) because the offer expires after that. Or you can say that only x number of people get the offer, and they get it on a first-come-first-serve basis. These kinds of things are designed to get people to act on the offer instead of filing it away and forgetting about it.

Now that you know how to design all the necessary elements of your flier, it is time to get them printed.

It might seem that the cheapest way to print the flyers is on your home printer. Doing this will give you low quality flyers which will be on basic flimsy paper. It isnt great, but at least it is a start.

Of course, cheap looking flyers will have a far lower conversion rate. So you would be well advised to get the flyers printed at a local print shop or on vistaprint.com which I mentioned earlier. If you are resourceful you can negotiate a discount with a local print shop or find discount deals on vistaprint.com, and it might end up being even cheaper to print flyers that way instead of printing them from home.

There are a few types of flyers that you can print. They can be business card size, postcard size, fold-out brochure type of flyers, or hang-on-door types of flyers which you can hang on peoples doors instead of having to slide them on the floor under their doors if that is one of the ways in which you distribute the flyers.

Do you remember the section of the book that talked about what your customers are thinking? Remember how all your customers care about is whats in it for them?

Whatever isnt for them, dont add that to your flier. For example, do you think they care about your logo? They dont really care. Do you think they care a whole lot about you? I am sorry to say that they dont. You are a feature of the product or service, but you are certainly not a benefit. They will care about you a little bit later in the sales process, but they dont care about you when looking at the flier.

So dont add your logo or too many details about you or your credentials just yet. Instead, add what you can do for them, and the benefits you will give them. Try to take out all the unnecessary information from the flier because it will just create clutter and confusion. And every little bit of increase of clutter and confusion in the flier will decrease its effectiveness.

Your customers will never tell you why they didnt call you and why they didnt engage with your business. They will ignore you in silence. So you must be proactive in understanding the reasons why they might not engage, and not make those mistakes.

Long-term you will, of course, hire someone to hand out your flyers because you have a million other things you need to do for your business, and dont have time to stand there and hand out your flyers.

But when you first start out, it is very important that you hand out your flyers, and if you really want to hustle (which I know you do) it might be a good idea to spend an hour or two every few weeks handing out your own flyers even as your business matures.

Handing our your own flyers will help you see how people react to your product offer, and you will even be able to chat and interact with some of the people to whom you hand the flyers. Those conversations are invaluable because those people will explain to you exactly why they do or do not take an interest in your flier, and that will give you further ideas for how you can improve your flier design and overall flier marketing.

Those insights and ultimate improvement in your flier design will boost your flier marketing results and give you more customers long-term. Doing this will make your overall flier marketing more effective and profitable.

You may already have some ways in mind for handing out your flyers, but let me quickly list a number of ways in which you can distribute them. Hopefully it will give you some additional ideas to the distribution strategies you already have in mind.

While you can obviously hand flyers out on the street, you can also put them under peoples doors in their homes and apartment buildings. You can also get the hang-on-door flyers made and hang them on peoples door knobs to get more attention than just sliding them on the floor. You can also buy outdoor flier dispenser trays that can stick to glass so that people can take them when your business is closed or if they are just passing by on the street and dont necessarily walk in. You can also approach other nearby businesses and ask them if you can leave your flyers on display in their store. This usually works if you offer to display their flyers somewhere in your business. You can also give flyers to people at the point of purchase. Those flyers can have additional discounts for next purchases. This would incentivize people to come back to your business to redeem the discounts on those flyers. You can also go to neighborhood and community events and try to distribute the flyers there. You can also put flyers on the windshields and side windows of cars. You can also post your flyers on community billboards and bulletin boards, and on neighborhood posts where people post announcements. Lastly, you can mail the flyers by snail mail to people who live in the neighborhoods which you target with your geo-targeting.

I already alluded to tracking the effectiveness of your flyers earlier in this book, but since this is an important topic, it is worth covering it again with more focus.

If you dont have a way to track effectiveness of your flier marketing campaigns, you have no idea whether it is profitable or whether it is worth doing in the future. It is like shooting blind or in the dark. That is a very bad strategy because for all you know, you can be wasting your time and money.

The professional approach would be to enable yourself to track the results of your flier marketing. The way you would do that is to give a unique email, phone number, discount code, or website URL (some page on your website with a discount offer) that only people who take the flier would know about. This way you can tell whether the flyers are generating leads, and then track which of those leads become paying customers. Over time you would be able to track how much revenue and profit those customers brought your business over the long-term, and be able to calculate whether the total profit from those people covered the cost of your flier marketing campaign.

That is the only way you can determine whether the flier marketing campaign is actually financially viable long-term or whether you are losing money on it.

But once you find a flier design that converts well and generates many leads to your business that then convert into paying long-term clients, you will have an absolutely winning long-term formula for the lifetime of your business that you can use to grow and expand as much as your heart desires!!

Note in case you are wondering, both version of the spelling of the word flyers or flier is acceptable in the English language, but the singular flier is more common while the more common of the plural version of this word is flyers.

Most first-time marketers have a marketing plan that goes something like I will promote my business by handing out business cards, flyers, and promote my business on social media sites like Facebook and Twitter. Does that sound something close to what you have in mind for your marketing?

In this article, I will explain how to effectively promote your business with flyers, and why it isnt the best option for you overall. Then I will explain how to discover the best marketing possibilities for your unique business.

Flier marketing is effective for promoting local businesses such as restaurants, barbershops, various stores or boutiques, gyms, local events, various kinds of home repair, and other similar local businesses.

Flier marketing is especially effective if you offer some kind of a discount or an introductory offer to help sweeten the deal for people to come and check out your business.

Additionally, if you are just launching or opening your business, flier marketing can be very effective to let people know about your business so that they can come and check out your grand opening.

Here is a full list of businesses you can promote using flier marketing: restaurant or diner, coffee shop, barbershop, nightclub, local event, most kinds of stores ranging from boutiques to grocery stores to jewlery shops, animal care or grooming, lawn care or landscaping businesses, moving businesses, gym, frozen yogurt or ice cream shop, a deli or a sandwich shop, a beauty salon or a hair salon, a spa, a daycare business,  a hardware store, commercial cleaning or residential cleaning, car wash, general contractor business, dog walking or pet sitting, martial arts studio, or a dance studio.

And please check out and subscribe tomy YouTube channelwhere we cover many marketing topics.

Yes, that is correct. This playlist has 70 marketing tutorials. After watching these, you will be a real marketing pro! The videos will start one right after another.

In addition to the educational resources like books and online courses, I can directly help you promote your business by helping you with your SEO and getting publicity and press coverage for your business. Here is how I can help youget large exposure for your business.

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5 B2B Marketing Strategies for 2015 – Seraphc

Were strolling through the final quarter of 2014 and weve spotted several thought leaders share insights on trends and strategies that are going to be big in 2015.

So were asking the question, why wait until then?

Theres a lot of content flying around on these trends, but were finding that theyre positioned slightly arbitrarily. The subject has dipped its toe into the water but hasnt showed us how you can actually implement the strategies that are being talked about.

If youve readour latest eBookthen youll know we like to tear a subject apart and lay its insides on the table for all to see. In this article were going to do the same.

Youre going to learn all about these 5 insights along with some actions so you can implement them into your B2B marketing strategy. Youll also see how some other incredibly successful companies have succeeded in implementing them and the results that they gained.

What youll notice is that while the channels arent necessarily new, the way in which theyre being used are evolving steadily. Things have shifted rapidly over the last year and these are some of the ways you can keep on top as they continue to do so.

The ways that paid advertising is being used noticeably evolved during 2013. In 2014 this pace seemed to continue. Its safe to say that paid digital campaigns arent going anywhere, in fact this channel is just getting warmed up.

For the sake of this article lets separate paid advertising into two categories; display advertising and native advertising. Bear in mind that in some cases the two will overlap.

As an internet user, you likely already know what display advertising is. Back in the day these came in the form of irrelevant banner ads and have slowly moved towards more relevant and targeted campaigns.

Were starting to see publishers and social media networks alike shifting from earned to paid media. It started with Facebook and now other platforms are starting to move in that direction. So what can you do to keep up as things steadily change?

AdWords is a great paid channel, but the network doesnt just stop at the SERPs. If youre on top of your digital marketing trends youve likely heard of Remarketing, but if not then it might be time to invest.

Remarketing is an effective way of getting your message back in front of people who have already visited your website. Lets say someone browses your website and exits on a particular product page. You can strategically create display ads that appear on sites within Googles display network.

I was recently checking out Appians website, a client of ours, to check in on what they were up to. An hour later I was browsing YouTube (not for cat videos, I promise) and spotted an ad from Appian themselves.

What was great about this is the message matched my activity on the site and was clearly top-of-funnel, as the call-to-action was to download a research paper.

These sorts of targeted display ads are the kind that can encourage users to revisit your site and take an action that they missed the last time.

This is one of those overlaps that I mentioned above, as there are several Facebook advertising tactics that you can experiment with.

Well get to Facebooks in-feed ads in a second, but for now were going to focus on the sidebar ads. These are the mistakenly creepy ads that are highly targeted to our online activity and interests.

The thing is, and weve written about this before, theyre not that creepy. When used properly they can actually serve the people that were trying to get to.

They really must have a purpose, and thats why its best to promote top-of-funnel content at first. The great thing about Facebook ads is that you can use them in the same manner as Google retargeting campaigns. You can serve ads to your subscribers, offering whitepapers or even products and services that might interest them.

Back in August, John Oliver did a highly amusing piece on how Native Advertising is ruining journalism. If you watched it to the end you may have seen the humorous Diet Coke advert that shoehorned facts about Ebola to illustrate what things would look like the other way around, which beautifully underlined his point.

Its a delicate subject, as allowing already-powerful corporations to place biased content amongst genuine journalism is morally questionable already, but for B2B marketing it can actually work in a way that grabs the trust of our audiences. Heres how.

This is one of those tactics that could easily sit within the content marketing umbrella, but essentially you could call it a light form of native advertising. youre publishing your own content on another platform.

The important thing to bear in mind is that publishers priority is getting content that serves the audience first. This means that the only resources you really need to put into guest blogging is time.

Guest blogging can work wonders as youre putting incredibly valuable content in front of an already established audience, piggybacking on established trust. When done properly this can generate a serious amount of traffic to your site.

When approaching publications, try and establish a relationship before going in cold with your content. Start joining the conversation on their own blogs by contributing with comments. Share their content and talk to them on Twitter.

When creating content, think about who their audience is, what challenges have not yet been covered on their blog and make a note of other content forms that do well (this is easy, just see whats been shared the most).

I just touched on Facebook ads, but sponsored posts are different as they appear inside a users feed along with ordinary, organic content. This allows you to promote your organic social media content and amplify it to a wider audience.

The targeting works exactly the same as Facebook ads. You select your audience based on their interests, demographics etc. and serve your content to them within their feeds.

Facebook were the first to provide this service to advertisers, but since then other networks such as Twitter, Pinterest and Instagram have caught up. Your message can now reach an extended network of users.

This advertising functionality is best used to give your content marketing a boost. Your blog post might be incredibly valuable but if a large number of people arent seeing it then you may be falling short of your objectives.

By promoting your new and already existing content you can drive more traffic and conversions than you would by driving traffic via your current subscribers and audience alone. Like all marketing campaigns, test on a small scale first and see if youre getting relevant traffic, leads and conversions at all stages of the funnel before scaling up.

We used to live in very fragmented times where several pieces of our B2B marketing strategies lived in silos. Thanks to marketing automation software such as HubSpot and Marketo, these silos have been united inside of extremely powerful platforms.

Marketing automation is just that, automated marketing campaigns. Your CRM, email marketing, SEO, lead scoring, content management and analytics can now sit in one place. Capturing, nurturing and closing leads can all be done from a single platform in a more automated fashion.

Im a big believer of testing, and this is especially true of marketing automation. Tools like the ones mentioned above can be extremely expensive and overwhelming for first timers in the world of marketing automation.

To provide you with baby steps, heres how we suggest you test marketing automation on a small scale first, measure the ROI and make the decision to invest in more powerful platforms later.

Theres a lot of noise out there in the B2B marketing world, and marketing automation is no different. If youre new to the concepts of marketing automation, and inbound marketing in general, then you should bring yourself up to speed with whats going on.

A good place to start is HubSpots educational material. Theiracademy has a lot of information on inbound marketing and automation for beginners, and they have a hugelibrary of eBooks, kits, webinars and other content formsthat you can indulge in to educate yourself further.

Finally, Neil Patel, co-founder of KISSmetrics and Crazy Egg, has created an incredibly comprehensive guide on marketing automation thatyou can dig in tohere. The 6 chapters cover everything from email marketing to conversion funnels and database management.

There are several ways for you to test the various aspects of marketing automation piece by piece, but before you go ahead and integrate them you should figure out how itll all piece together with your current sales and marketing systems and processes.

First of all, its likely you use a sales CRM such as Salesforce or NetSuite in order to manage deal flow and pipeline. Before using the tools we suggest below it might be worth researching whether they integrate into your current processes first.

Many of the most common CRMs that B2B organisations use have their own App Stores and add-ons available. Luckily, many of the tools well be recommending integrate seamlessly with most CRMs already out of the box.

Before you begin, make sure you have a brainstorm session, especially with sales, to see how marketing automation and the software that comes with it can help assist these processes. Youll also want to ensure you avoid any clashes, such as new fields, duplicates etc.

We already mentioned all-in-one tools such as HubSpot and Marketo, but some marketers prefer to start small and work their way up.

There are several tools out there that can help you get set up with email automation quickly. Here are some of the best, including services we use ourselves.

One of the most popular email marketing services around, MailChimp comes with incredibly affordable email marketing automation tools right out of the box.

You can create campaigns that nurture subscribers and leads over time, and it comes with a powerful WYSIWYG editor right out of the box.

It also has a powerful API, meaning it will likely integrate with any systems youre using already.

If you find yourself creating lots of landing pages then Unbounce could help save you and your organisation a lot of time. Unbounce is a simple landing page builder that allows marketers to build conversion driven landing pages quickly.

Much like MailChimp, theres a powerful WYSIWYG editor that allows you to quickly put landing pages together for your marketing campaigns.

It integrates with MailChimp as well as most other software. If you have a complex funnel or create lots of content then Unbounce can easily assist in driving conversions.

Most of the tools we mention in this list integrate together out of the box, but depending on what solution you go for you might find getting certain packages to talk to each other is slightly tricky.

Thankfully Zapier exists. This solution connects any service with an API (which is most) to connect with one another. All you have to do is sign up, link them together and voila.

If you dont see your service of choice on the list then you can upvote them to be considered. Theyre constantly adding new services to their list of connections so its likely yours will be there soon.

Whatever stage your business is at, getting started with marketing automation is easy and affordable. Start looking into the tools available and educate yourself to the possibilities.

The amount of data available to us is now at a point where we can tailor our marketing messages to an individual level. There was recently a piece on Adweek that told the story ofhow one Brian Swichkow pranked his roommate using Custom Audiences for Facebook ads.

The above is just one example of how precision marketing can help you target your audience effectively. Many marketers fear that by being too targeted we risk creeping out our audience.As weve covered before however, this isnt the case if youre truly serving them.

Whether youre focusing on consumers or trying tomarket to the C-Suite, precision marketing has its place in all organisations.

Its difficult to create targeted messages if you dont know who youre talking to. Creating buyer personas allows you to aim your marketing messaging with a higher degree of accuracy.

We here at Seraph Science are constantly referring to and expanding upon our buyer personas. Right now were typically focusing on Marketing Directors, Marketing Managers and Managing Directors.

We look to yield as much information on these personas as possible. Attributes such as their challenges, goals and background. If we know their pains then we know how to create content that will truly serve them.

Of course, we include basic demographic information along with this. Its good to understand the basics, but you need to dig deeper. We make a note of buzz words they use and resonate with, their mannerisms and any quotes weve heard directly from them in the field.

Its good to include how your product, service or solution helps them to overcome their challenges. Include marketing messaging, common objections and try and develop an elevator pitch. Be as specific and dig as deep as you can.

Think about your ideal client. Which are the companies whose logos you would love to put on your website? These are the people you should be targeting.

Getting in front of these ideal clients is unlike most marketing efforts, especially when selling to the C-Suite. In fact selling to senior decision makers is the complete opposite to a standard selling process:

The image above shows how most salespeople start with what theyre selling is about, followed by the benefits and then on to the business case, which is where they would hope to gain trust.

When selling to the C-Suite, this doesnt work. You need to establish trust first and then offer a different perspective to what theyre doing already. They want to be challenged and have their assumptions tested.

Another mistake that many marketers make when attempting to sell to the C-Suite is doing so with a fragmented funnel. They have separate contacts for telemarketing, email, appointment setting and face-to-face meetings.

This doesnt work with the C-Suite because they value relationships based on trust.

Going into the new year, you need to come up with methods of target these senior decision makers and plan on generating large deals that go into the 6 to 7 figure arena. We go into more detail on this in our free eBook,The Definitive Guide to C-Suite Marketing.

Content marketing is already a strategy that many brands are taking part in, but as more get involved the amount of noise only increases. Its time to start making your content cut through the clutter.

Its about creating higher quality content that truly solves deep rooted pains and challenges that your buyer personas are suffering from. You cant expect to throw out a blog post on a subject that you think might get traction.

eBooks, video courses and emails are great ways to educate your audience. Many marketers are wising up to delivering long form content as a means to deliver tremendous amounts of value and create a connection with their audiences.

Unbounce have created a great course onlanding page conversionsthat are delivered by email over time. Its an incredibly in-depth, deep dive into creating landing pages that convert well and has been a tremendous success for Unbounce.

Companies such as HubSpot and KISSmetrics have a tremendous library of eBooks and other resources dedicated to the needs of their audience. These generate hundreds of leads a week directly into the top of their funnels, allowing them to nurture and build relationships.

Long form content can really help to increase the perceived value and authority of your brand. Dive deep into your buyer personas, talk to your customers and find out what challenges can be solved with content.

Delivering value doesnt just have to come in the form of content. Blog posts, videos and eBooks can be great but youre not just limited to them.

Many brands are now building tools and side projects as a means of serving their audience. In essence, these side projects are products in their own right. The key is shifting your mindset to create content that is truly useful.

Crew, a service that connects contractors with high quality freelancers, were looking at a bleak future. Cash was running out and they had 3 months left until they were done.

Around this time they were re-building their website and had some photographs left over that they didnt use. So they built a quick Tumblr page called Unsplash and posted them for all to download, totally free. They wanted to share with people and posted it to HackerNews.

The results were spectacular. They reached the top of HackerNews and generated 20,000 visitors to their site. People were sharing it like wildfire on Twitter and received great praise.

Theyve written an entire blog post on it thatyou can read here, but the lesson boils down to one thing, in Crews words: The best marketing is when you dont know its marketing.

This includes long form content such as courses, as we discussed above, but you can also create apps and software that truly serves your audience. Neil Patel created an SEO tool that people could use to assess their websites, totally free, on his site Quick Sprout. This caused an increase in traffic and subscribers to his list.

How can you emulate this sort of success with your own organisation? Again, talk to your personas and current customers, see what theyre struggling with and begin serving those needs in a truly useful way.

This is hardly news, but still something that many marketers are neglecting. Although youre a B2B organisation, your messaging is still geared towards people, and these people spend time on their mobile devices.

If you havent done so already, its time to get up to speed. More and more people are using mobile to consume content, communicate and even buy stuff while on the move.

Before we dig in, Ill just remind you that your website should be responsive. This is old news now, and as more and more people browse the web on their mobiles, your website needs to be flexible enough to mould to this experience.

Now weve taken care of the obvious, lets dig in.

This links quite nicely with the first strategy on our list, but needs to be re-iterated here for the purpose of mobile.

Bear in mind that long-form visual content such as infographics may not be as effective on mobile as they are when viewed on a desktop. You need to adjust the content you share with the platforms you display them on.

Amplifying your blog posts via paid channels still works. People are still using social mediato discover new content and this is especially true on mobile appa.

If youre creating visual content then make sure you adapt it to platforms such as Instagram and Pinterest individually. Ensuring your emails are mobile friendly is important, too.

Weve talked about how tools and side projects can act as great marketing, and this is especially true of mobile. Many marketers are creating apps that are serving their customers on the go.

If it makes sense to do so, you should think about extending your offering into the mobile realm. This is easier for many software and tech companies but might be more challenging for more traditional B2B organisations.

Despite this, it is possible. Being in the analytics space, KISSmetrics created the first app that allows you to sign in to Google Analytics on mobile. Sidekick, an email marketing service from HubSpot, provides users with email tracking on the go.

Think back to Strategy 4. How can you create truly useful tools that better serves your audience?

Theres a lot to take in here, and with the rise in new technology such as wearables, 2015 is looking to be a year full of innovation.

Theres a lot of opportunity on the table for us B2B marketers if we can step up our game and experiment with new and emerging channels. Things are moving fast, but thanks to the technology available to us, so are we.

The key to successful B2B marketing is in creating valuable content, targeting the right people and spending time focusing on opportunities that yield a high ROI. Plan your B2B marketing strategy around these three philosophies and youre sure to be set up for a great year.

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Onsite CRM has launched its groundbreakingB2B CRMthat unites sales and marketing workflow into one easy to use interface. Suited for any sized business, its helps increase efficiency with segmenting, personalizing campaigns and nurturing leads. This is a total business solution for the financing and lending industry that is designed to serve the high demand that these companies require.

Sure, yourB2B marketing strategieslist is great, but, I personally, think that there a lot more to talk about. For example, trade-show marketing, in-person events, B2B search engine optimization, etc. Though, your article was still a great read. Keep up the good work!

Great post! See how our list matches up with yours!

LeadFerret is my go-to prospecting tool and you guys should check them out too!

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Promotional Strategies for Local Coffee Shops

Many business-minded caffeine lovers have already ventured into the coffee shop business. And whether you choose to franchise a popular coffee shop brand or prefer to build your own enterprise from the ground up, the right promotional strategies can help you attract more customers and improve business visibility both online and offline.

However, while there are many promotional items to choose from, from coffee mugs to wholesale gift cards and rebate promotions for your loyal customers, you also need to factor in other requirements, from budget constraints to efficiency of delivery. Here are a few easy and effective promotional strategies you can try for your locally-managed coffee shop business:

Customers easily get drawn to catchy words like unlimited and free refills, but make sure you are able to deliver. You may offer unlimited refills within the first hour or charge a cheaper price per refill for the next. If people already like what youre offering them, it wont be difficult convincing them to stay a little bit longer for the free or discounted refills.

Rewarding your most loyal customers can reap you the most profitable benefits for the long term. You can hand out these cards to see who among your customers serve as your most loyal patrons. Then you may hand out loyalty rewards a free drink for the rest of the week or a decorative mug – after a certain number of purchases have been made within any given period.

You can also hand out a promotional gift card to your customers, whether its a card they can use to reward themselves or a gift they can give to someone else. With the help of a promotions company, you only need to get the email address of your customers and everything else can be done online. The promotions company will take care of emailing the redemption code to your customers, allowing the latter to redeem the reward at their most convenient time.

Through a website, social media presence, or email marketing, you can easily post the latest updates about your business, from new coffee mixes to upcoming promotions. A website or a blog can prove a valuable promotional strategy even if you target local customers. This way, your customers only have to go online or use their smartphones to be able to check your newest offerings.

As one of the essential components of the Marketing Mix, promotions help you bring your products and brand closer to your customers. If youre a new coffee shop owner facing stiff competition in the local scene, the best way to bring the quality of your product and the excellence of your service to your target market is to entice them with relevant and timely promotions.

Smart promotional strategies provide you with an excellent head start even in the face of serious competition. For bulk gift cards and customized card promotions that work for your coffee shop business, get in touch with us at Mpell Promotions today.

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Analysis of promotional strategies of IPL

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Indian Premier League (IPL) is created by the Board of Control for Cricket in India (BCCI) and is sanctioned by the International Cricket Council (ICC). In IPL the best players from around the world will not play according to their nationality but as per the forces of market [BCCI, 2005].

The IPL exists under the system of franchise. The franchisees can own 8 teams in the brawl. The franchisees can also run the teams in their own style and make their own sponsors name the team according to their choices. They will be free to list their teams on the stock exchange. The Board of Control for Cricket in India has already signed up 100 International players and the players are expected to be put for buying and selling the stocks soon [Allison M, 1982].

The sports industry caters to a niche market segment, hence marketing strategies applied to it are entirely different from those applied to commercial products/ services. Sports as a product to market is the most difficult and challenging job. Since the IPL has completely changed the face of world cricket and actually got the business to be a part of Indian cricket, a detailed research about the effects of IPL on Indiana cricket and the audience will help uncover the risks attached to it, apart from highlighting its strengths. This will also help researchers with information and knowledge about the industry.

Some of IPLs long-term and fruitful strategies are as follows:

Selling merchandise, as mentioned earlier, has been one of the biggest marketing strategies implemented by the IPL. The tournament tied up with companies like eBay India, HomeShop18, Twenty Four Seven for selling merchandise such as team jerseys, caps, shirts, key chains, tattoos, car flags, bottle chillers, wrist bands, etc. Brands like Reebok went a step further by offering discounts on the merchandise.

Online advertising is still an emerging phenomenon in India. One of IPLs many marketing strategies included a strategic tie-up with Google for live streaming of IPL matches through You Tube, a multi-million dollar deal which worked in the benefit of both the parties. The main sponsors of this deal were HSBC, HP and Royal Challegers Team, with associate sponsors being Airtel, Coca-Cola and Samsung (Website, TMC Net).

IPL also tied up PVR Cinemas, the reigning cinema multiplex group in India, for live screening of IPL matches at theaters and other public places. The exclusive rights for this purpose were held by UFO Movies, and the deal was estimated at USD 10 million (Website, TMC Net)

For this study, we conducted a survey of 100 respondents and adopted theclose-ended questionnaire approach. The sample size is deemed accurate as it eliminates the chances of bias in the data.

In this research, the target population is viewers of cricket in India. The respondents are familiar with the Indian Premier League. The data was collected from the respondents by approaching them in popular hang-outs in New Delhi such as malls, coffee shops and pubs.

In the survey, it was found that 64% of the respondents say that they remember watching the IPL advertisements/promotional campaign and 36% of the respondents say that they did not remember watching the IPL advertisements/promotional campaigns.

64% of the respondents say that the IPL take the advantage of the peoples passion for the World Cups in order to increase their awareness/ revenues and 36% of the respondents say that the IPL does not take the advantage of the peoples passion for the World Cups in order to increase their awareness/ revenues.

In the survey 52% of the respondents say that they first remember the most attractive megastars and their glamour. 33% of the respondents say that they remember the wide variety of merchandise. About 8% of the respondents say that they remember the screening in theaters, malls and pubs and finally 7% of the respondents say that they remember only the online buzz.

35% of the respondents say that the perception of IPL after watching the promotional campaigns is excellent. 24% of the respondents say that the perception of IPL after watching the promotional campaigns is very good. 21% of the respondents say that the perception of IPL after watching the promotional campaigns is good. 11% of the respondents say that the perception of IPL after watching the promotional campaigns is satisfactory. 7% of the respondents say that the perception of IPL after watching the promotional campaigns is poor. Finally, 2% of the respondents say that the perception of IPL after watching the promotional campaigns is very poor.

About 64% of the respondents say that they had bought an IPL product/merchandise after watching an advertisement that they never watched before and 36% of the respondents say that they had never bought an IPL product/merchandise after watching an advertisement that they never watched before.

We also found that 52% of the respondents say that yes the performance of IPL had improved better after implementing their marketing strategies. About 33% of the respondents say that the performance of IPL could have been improved better after implementing their marketing strategies. 8% of the respondents say that nothing has changed in the performance of IPL after implementing their marketing strategies. Finally 7% of the respondents say that the performance of IPL is worse in improving their marketing strategies.

52% of the respondents say that IPL has done a good job with marketing and advertising by creating ads with an emotional connect. About 33% of the respondents say that IPL has done a good job with marketing and advertising by creating ads that are informative. 8% of the respondents say that IPL has done a good job with marketing and advertising by creating ads that use good brand ambassadors. Finally 7% of the respondents say that IPL has done a good job with marketing and advertising by other concepts.

With substantial investments and mass marketing campaigns, the event has turned into a multi-million league and continues to spread its fan following. The SWOT analysis of the IPL can be concluded as under:

Strong fan following due to nature of sport.

Brand ambassadors are celebrities who up the glam quotient.

Strong marketing strategies like merchandise.

Substantial investments in marketing strategies lead to innovation.

It is losing its mass appeal due to controversies.

No innovation in the sport, although the marketing strategies are changing.

The cricket-crazy nation always brings in opportunity for growth.

Merchandising as a marketing strategy could bring in more revenues.

The growing number of teenagers in the country like T-20 concept and celebrities.

There is threat of a competing T-20 league emerging any time.

Intervention of the government bodies may be a hindrance in its growth.

Allison M, Sport, Culture and Socialization. International Review for the Sociology of Sport, 1982.

BCCI, the Cricket Board in the 21st Century A Vision Paper, 2005.

Abhinash has worked in sales, branding, and marketing functions for GPS companies including MapmyIndia Navigators ( In addition to writing for Knowledge Tank articles, he also writes the experts advice for Thesis & Dissertations and Power Designs.

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7 Sneaky Supermarket Marketing Strategies to Stop Falling For

Supermarket companies spend tons of money each year in marketing strategies trying to figure out how to get shoppers to buy more. Using behavioral, social and economic psychology, they discover ways to entice extra purchases and you may never even know about it. Pay attention the next time you go shopping, and keep an eye out for these supermarket marketing strategies not to fall for.

1. Textured, Rubber Mats Have you noticed that in some sections of the grocery store (like the produce section), there are strange rubber mats on the ground that are difficult to push your shopping cart across? These mats are there to slow you down because when you shop at a slower pace, you buy more stuff. Keep your buggy on the tile floor instead of slogging across the mat to beat the trick.

2. Free Samples Most humans feel uncomfortable taking something without giving something in return, and the grocery stores know this. When the nice little ladies hands you samples of energy drinks, protein bars orveggie chips you may be inclined to make an additional purchase to even things out. Pay attention to this impulse and only buy the item if it really thrilled you.

3. Giant Shopping Carts Does it seem like grocery carts are getting bigger? They are. Stores know that you often use the size of the cart as a meter for how much to buy. How often have you thought,the cart is full time to go!Instead of falling for this marketing strategy, stick to a list or use a smaller basket that you have to carry.

4.Farmers MarketChalkboards Look closely at that handwritten chalkboard sign in the produce section. It seems like a farmer may have scrawled the price tag during the morning delivery and this personal connection may encourage you to buy. In reality, the chalkboard signs are mass-produced somewhere far away. Dont let the farmers market-like appeal jiggle your emotions and loosen your wallet.

5. Slow Music Dreamy, languid music puts you in a good mood and makes you walk slower. The longer you linger in the grocery store, the more items you will purchase. Combat the slow pace by wearing headphones and listening to your favorite upbeat tracks, which will inspire you to move faster instead of slower.

6. End Caps Its hard not to notice the big, loud displays on the end of each aisle. You probably assume these items are on sale or new or otherwise amazing to score such prime real estate. But end cap items are actually often priced up because of their attention-grabbing position.

7. Lines at Check Stands Does there always seem to be a line at the checker at your grocery store? It isnt poor scheduling, but by design. Supermarkets know that the longer you hang out near the overpriced candy, gum, drinks and magazines the more likely you are to buy something. Resist the urge.

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Shilo first became interested in conscious living when she found herself working simultaneously at a mom-and-pop natural food store and a farm for endangered livestock breeds on the coast of Maine. After residing in Austin, New Zealand, Paris, Seattle, and Los Angeles, she now lives in Fort Worth, Texas where she works as a freelance writer. Her passions include international travel and wiener dogs.

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