Marketing techniques for small businesses assignment

If you have ever found yourself saying, “ we don’t do/sell that here, but X down the street does,” you should make certain that you are getting a referral in return. When dealing with white-collar professions, this network is even stronger. A lawyer refers people to an accountant, an accountant refers people a broker, a financial leaner refers people to a real estate agent – in each of these situations, the person stakes his or her professional reputation on the referral. Regardless of your business, make sure you create a referral network that has the same outlook and commitment to quality that you do.

As a final note on referral networks, remember that your competition is not always your enemy. If you are too busy to take a Job, throw it their way, most times you will find the favor returned. Besides, it can be bad for your reputation if a customer has to wait too long. (Are your shoulder’s wide enough to carry a company’s reputation? See The Marketing Director’s Pitch. ) 5. Follow-LCP Advertising can help you get a Job, but what you do after a Job can often be a much stronger marketing tool. Follow-up questionnaires are one of the best sources of feedback for how your ad campaign is going.

Do you want a company to buy your product? Give them a presentation showing how it will benefit them. Do you want someone to use your service? Give them an estimate or a sample of what you will do for them. Be confident, creative and unapologetic – people will eventually respond. (Understanding how to manage business credit is the key to obtaining small business loans. ADVERTISING TECHNIQUES EVENT GARDEN The suggestion that using this product puts the user ahead of the times e. G. A toy manufacturer encourages kids to be the first on their block to have a new toy.

FACTS AND FIGURES Statistics and objective factual information is used to prove the superiority of the product e. G. A car manufacturer quotes the amount of time it takes their car to get from o to 100 k. P. H. WEASEL WORDS “ Weasel words” are used to suggest a positive meaning without actually really making any guarantee e. G. A scientist says that a diet product might help you to lose weight the way it helped him to lose weight. MAGIC INGREDIENTS The suggestion that some almost miraculous discovery makes the product exceptionally effective e. G. Hermetically manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a The suggestion that purchasing this product shows your love of your country e. G. A company brags about its product being made in America and employing American workers. DIVERSION Diversion seems to tackle a problem or issue, but then throws in an emotional non- sequitur or distraction. E. G. A tobacco company talks about health and smoking, but then shows a cowboy smoking a rugged cigarette after a long day of hard work.

This cosmetic will make you look younger, this car will give you status, this magazine will make you a leader-all these commercials are using Glittering Generalities to enhance product appeal. BANDWAGON Bandwagon is a form of propaganda that exploits the desire of most people to Join the crowd or be on the winning side, and avoid winding up the losing side. Few of us unpopular. The popularity of a product is important to many people. Even if most of us say we make out own choice when buying something we often choose well- advertised items- the popular ones.

Advertising copywriters must be careful with the bandwagon propaganda technique because most of us see ourselves as individuals who think for themselves. If Bandwagon commercial is to obvious, viewers may reject the product outright. 10 Customer Service Tips The People aspect of business is really what it is all about. Rule #1: Think of customers as individuals. Once we think that way, we realize our business is our customer, not our product or services. Putting all the focus on the merchandise in our store, or the services our corporation offers, leaves out the most important component: each individual customer.

The manager is easily accessible and there is no doubt about “ who’s in charge here”. You have only to beckon to get a manager at your table to talk with you. . For good customer service, go the extra mile. Lunched a thank-you note in or photo in print; write a congratulatory note when they get a promotion. There are all sorts of ways for you to keep in touch with your customers and bring them closer to you. 6. Are your customers greeted when they walk in the door or at least within 30-40 seconds upon entering?

Is it possible they could come in, look around, and go out without ever having their presence acknowledged? It is ironic it took a discount merchant known for price, not service, to teach the retail world the importance of greeting customers at the door. Could it be that’s because Sam Walton knew this simple but important gesture is a matter of respect, of saying “ we appreciate your coming in,” having nothing to do with the price of merchandise? 7. Give customers the benefit of the doubt. Proving to him why he’s wrong and you’re right isn’t worth losing a customer over.

How: Microbial, in Cherry Hill, N. J. , helps companies gauge the creditworthiness of their clients. (Yawn. ) To spice up its message, it marketed itself by marketing its clients-specifically by creating edgy videos for them. For Red House, a furniture retailer in High Point, N. C. , that offers irreverent song about how Red House sells to “ black and white people. ” CNN ran a light-hearted news segment about it. For Microbial, it’s a subtle sell: The company name doesn’t appear in the commercials, but in theory the more furniture Red House sells, the more demand it will have for Microfilm’s services.

Be a Guru: Part I Whether you sell real estate or fix teeth, you know a whole lot more about your business than your customers do. Attract attention by sharing that expertise. How: The world loves an expert. Two decades ago, Barbara Corcoran, founder of the Corcoran Group, a New York real estate firm, created The Corcoran Report-a timely, statistical snapshot of local real estate prices-and sent the data to the local swappers, which then printed the statistics. Another example: Every quarter, Microbial publishes a digital magazine, SEE, discussing regulatory changes and general tips on running small businesses.

How: Four years ago, Chris Landing, founder of Surrounds, online peddler of pants with horizontal whales (that go “ around” the leg), had a clever viral-marketing idea. He convinced the proprietors of the Black Horse pub, his favorite watering hole in San Francisco, to add Surrounds as an item to its drink menu. The trade: Landing promised (by way of a biweekly e-mail to customers) a free beer for all who dropped by the Black Horse wearing his Surrounds. He only had to make good on that remises about once a month; meanwhile, hundreds of Black Horse customers ended up asking what the heck Surrounds were.

Host a Virtual Trade Show Traditional trade shows are a convention-center-sized hassle-and they cost a lot to boot. Add up booth rental and presentation time-slot fees, advertising, promotional doodads and travel expenses (never mind the lost time away from the office), and a company’s tab can rocket up to $100, 000 per show. Hence the rise of virtual trade shows, designed to look and function like the real thing but that play out in real time in cyberspace. Entry fee: Just $3, 000 to $8, 000. Better yet, you don’t need to be a computer wizard to participate.

He eventually convinced hip hop group Brand Nubian to wear his shirts in their video ” Word is Bond. Soon, the press caught wind of BIJOU, and now the full fledged “ streetwise” company generates a whopping $370 million in annual revenue. Wipe Off the Lens If all else fails, take another hard look at the market and its willingness to pay for your product or service. How: Four years ago, Sarah Ending, a former Yahoo! Product designer, hosted small focus groups to hit upon a new candy idea: pebble-sized cacao beans smothered in premium chocolate.

In one effort, Ending invited 12 people to munch on everything from Gummy bears to organic chocolate bars; later she enlisted Harvard a-school students to host focus groups on campus. Result: a rocking little candy maker called Sweetbrier in Manhattans trendy SoHo district. (For Cheap. “) Ways to Promote Employees Employee promotion serves several purposes for businesses. Promotion, or career advancement, is often a critical component of employee retention programs. Clear, fair career advancement programs also encourage employee loyalty and satisfaction. Businesses have a variety of standard promotion models from which to choose.