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You are here: Home > Business > Marketing > What Are Your Marketing Decisions Based On? -- Part 3 |
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Suggest You - What Are Your Marketing Decisions Based On? -- Part 3
Getting Fired: Strategies For Dealing With Getting Terminated t as what made them contact you, was it the publication or the ad itself? One way to test that is to place the same ad in a publication with similar readership and content. Give both ads a code number or other tracking device and watch what happens.Getting fired used to be something that many people figured would ruin their career.Obviously, getting fired isn’t an ideal situation but it’s certainly something that can be dealt with, so that you get back into the work world again quickly with a minimum of discomfort.Perhaps as a society we’ve gotten used to hearing about people being fired, whether it was the whole dot com bubble bursting which What is similar about your best customers Why are some clients more work than others? People who drain your energy and sap your strength aren’t worth it. Doing basic research to better identify the bull’s eye in your target market will allow you to start letting go of these low profitability accounts, get more energy, and increase your overall profits. The biggest benefit in doing this research is it’ll give your marketing team and sales staff more clarity about who you’re trying to reach so you attract more of those enjoyable and high profit clients. Who are your best customers? Best is defined any way you want to define it, but some of the absolute basics include, they want our products and services (Keep in mind people by what they want, not what they need. If people only bought what they needed Nabisco wouldn’t make Oreos®.); willing and able to pay our full fee and pay on time; want services / products we want to provide; and are a pleasure to deal with. How did you get those customers? Do they tend to come from a certain referral point? For example, if you ran an ad in a publication and 50% of your existing customers cited it as what made them contact you, was it the publication or the ad itself? One way to test that is to place the same ad in a publication with similar readership and content. Give both ads a code number or other tracking device and watch what happens. What is similar about your best customers? Who are your best customers? Best is defined any way you want to define it, but some of the absolute basics include, they want our products and services (Keep in mind people by what they want, not what they need. If people only bought what they needed Nabisco wouldn’t make Oreos®.); willing and able to pay our full fee and pay on time; want services / products we want to provide; and are a pleasure to deal with. How did you get those customers? Do they tend to come from a certain referral point? For example, if you ran an ad in a publication and 50% of your existing customers cited it as what made them contact you, was it the publication or the ad itself? One way to test that is to place the same ad in a publication with similar readership and content. Give both ads a code number or other tracking device and watch what happens. What is similar about your best customers How did you get those customers? Do they tend to come from a certain referral point? For example, if you ran an ad in a publication and 50% of your existing customers cited it as what made them contact you, was it the publication or the ad itself? One way to test that is to place the same ad in a publication with similar readership and content. Give both ads a code number or other tracking device and watch what happens. What is similar about your best customers How did you get those customers? Do they tend to come from a certain referral point? For example, if you ran an ad in a publication and 50% of your existing customers cited it as what made them contact you, was it the publication or the ad itself? One way to test that is to place the same ad in a publication with similar readership and content. Give both ads a code number or other tracking device and watch what happens. What is similar about your best customers What is similar about your best customers? Look at the demographic information you have about them. These are characteristics such as age, sex, marital status, family size, education level, geographic location, occupation, etc. If you’re a B-to-B service / product provider, then you need to have 2 sets of demographics – one for the companies you serve and one for the people who make the buying decisions. What demographic information don’t you have and how can you get it? Look at the psychographics to flesh out the similarities. Psychographics are the lifestyles, interests, behaviors, thinking, and attitudes of people. You may already have a lot of this information if you and your staff have developed solid relationships with your existing clients. Create a profile of your primary target customer based on that data and be as detailed as possible. You’ll use the profile of your ABC Company Andy or ABC Company Andrea when making marketing and advertising decisions. For example, a magazine comes to you and solicits your business. The deal they offer may sound good but how many of the readers are ABC Andys or Andreas? How influential is the magazine in Andy’s or Andrea’s life? Does Andy or And
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