Low Price Marketing: 7 Things You Can Learn From Offline Marketers

In the internet marketing community, we are constantly exposed to strategies and tactics to market your product / service online and drive traffic to your website. I do not mean to discount the value of any of these methods. In fact, we use most of them ourselves.

But, it almost makes you wonder … “How did people market before the Internet? “

That question served as a starting point for me to develop this list. You see, it seems like everyone is talking about how to increase your marketing online, but no one ever talks about what you can do to increase your marketing offline with little to no money.

So here it is: 7 tried and true tactics to market cheaply. Online or off

Tip 1: Make yourself newsworthy

Getting a mention of your company in the right medium can do wonders for your career and your business. How much better do you think a book does when Oprah adds it to her book club? For that fact, would there even be a Dr. Phil? I can only hope not.

The trick to this is to make yourself interesting in some way. Gary Vanderchuck of winelibrary.tv is the perfect example. He would be the first to tell you that selling wine is not the most interesting topic. So how did he do it? His exaggerated personality and his antics. Selling wine is not entertaining. Getting Conan Obrien to eat grass and suck rocks on national television to “prepare his popsicle” is it.

Tip 2: take advantage of other people’s work and money

Best Story Ever – David pwn3s Goliath – A startup I worked for called eRoom Technology used this tactic against Lotus, a terribly well-funded corporation at the time. eRoom had the best product, but Lotus had the marketing investment.

Lotus was giving a press conference about its new virtual collaboration package at a major industry event in Las Vegas. They paid handsomely for all the best reporters to fly and presented them with luxurious perks and gifts. They had clever introductions, great location … all nine. ERoom’s stroke of genius was purchasing the 4 giant billboards that were located directly behind the head of the speakers (remember this was an industry conference where they accept ad sponsors). The next step was to have 100 beanie babies, in tiny eRoom T-shirts, placed on each reporter’s chair immediately before the conference began.

Food to go: Even the last reporter spoke about the eRoom hit as part of his Lotus article. Lotus paid hundreds of thousands of dollars for the press conference, eRoom spent less than $ 5k. Sparkly.

The mall concept is another perfect example of this tactic in action. Smaller stores move to a space with larger “anchor” stores in hopes of attracting traffic to the anchor store. Have you ever seen what happens to a mall when all the presenters leave? It’s not pretty.

As you can see, this rule does not have to be limited to physical location. Find a synergistic company (preferably outside of your industry, but serving the same market) and find a way to take advantage of what they are doing anyway. It could be your location, it could be your advertising program, it could be your brand, it could be your research. Find that angle and work it out.

Tip 3: The Identity Kit and the Ruthless Branding

The marketing maxim that a person needs to see something 6 to 7 times before signing up is still valid after all these years. But remember, just because you’re on the internet doesn’t mean it doesn’t apply everywhere.

Create an identity kit that includes business cards, letterheads, envelopes, fax templates, email signatures, folders. Make sure everything includes your logo, business name, and tagline, if you have one. A nifty trick is to also use your logo as a profile picture for message boards and social media sites. A crucially important step is making sure you are consistent offline and online. Same logo, same fonts, same color palette. When this works well, your business will appear to be EVERYWHERE. Better yet, it is very cheap.

Tip 4: keep your customers happy

This should be a no-brainer, but I see it happening over and over with web-based businesses. All the emphasis is on generating traffic and new leads, while current customers wither and rot. The truth is that keeping a customer is 5-7 times cheaper (that’s 700% kids) than acquiring a new one. Also, the probability of selling to an existing customer is 60-70%, while for a new prospect it is 5-10% at best.

What you should do is put in a customer retention program if one does not already exist. Reach out to them as often as new prospects and give them as much as you would to attract a new prospect. The fact that it is cheaper to obtain a customer on the Internet does not make that customer worth less.

Tip 5: maximize referrals

The instant messaging community is beginning to make great strides on this front. However, the problem I keep seeing is that referrals keep happening on the prospect’s side, not on the client’s side. Again, this ties into rule # 4 Keep your customer happy. For example, you offer a free e-book download and encourage that person to refer 5 friends for an additional bonus. Until that first person buys you something, they are not a customer, they are still a prospect.

The critical difference is: when a prospect refers to another prospect, you still have to start from scratch with the new prospect. When a customer refers a prospect, you have a 50% (yes, FIFTY) percent chance of making a new sale.

Food to go: Spend AT LEAST as much time creating a referral program for current clients as you do with potential new clients.

Tip 6: Form a Joint Venture

The term JV and JV Deal is used a lot on the Internet. In most cases, it actually refers to an affiliate program and not a true joint venture. A true joint venture is when both you and a partner contribute something to achieve a common goal.

For example, let’s say you sell investment real estate. You find that 99% of your clients need their property managed after purchase. What is the JV no-brainer? You guessed it, a property manager. In this case, you could form a JV with a property manager to split the costs for advertising, office space, technology, or anything else that helps you achieve a shared goal.

Tip 7: Donate your time or things

Most likely, you are interested in something outside of the internet or the business world. Why not find a way to explore a hobby while helping others and creating goodwill towards your business? The key emphasis in this is subtlety. You don’t want to do this just to boost your business. Hopefully, you should get something from helping people in yourself. Goodwill is just a bonus. Although he has a very strong one.

A great example I saw recently was a real estate agent who bought a large passenger van and posted a giant image of his head complete with the logo, name, and phone number. He had originally bought the truck for his clients to use when they bought or sold a home with him (it was perfect for moving locally or when new buyers needed to pick up big things like a refrigerator, dryer, etc.). This was a great idea in itself. What made him brilliant was when he read an article in the newspaper that said a free after school program was closing because they no longer had the budget to transport kids from school to recess. center. So what did he do? He donated his van between 3 and 5 to downtown. They drove and paid for gas. As you can imagine, he instantly became a Rock Star in the community.

Follow up: I spoke to him a year later. His already successful business increased 400% and he was able to cancel all other lead generation marketing. Genius.

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