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Unit 4: marketing:

Objective: To create a plan to successfully market your business . Unit 4: marketing Copyright 2012 National Auctioneers Association MODULE TWO

The Future:

“I never think of the future. It comes soon enough.” -Albert Einstein “Even if you are on the right track, you’ll get run over if you just sit there.” - Wil Rogers The Future

What are you Marketing?:

What are you Marketing? Who are you? What do you do? What differentiates you from competition? Specific skills Designations Awards Experience Education Where Include the state When Note time zones What Note state licensing laws Why (PR opportunity) Your Company or Brand Your Auctions or Items “…the consumer hankers after specialization.” – Susan Friedman, Riches in Niches, shows service professionals how to find the professional niches that makes the best use of their skills while yielding max profits.

Potential partners for success:

Potential partners for success Hospice officials Funeral directors Friends Relatives Fellow members of organizations Religious organizations Civic organizations Clubs and Associations Other auction marketers Attorneys Bankers Certified public accountants Bankruptcy Trustees Probate judges & attorneys Financial planners and advisors Trust department officers Appraisers County assessors Retirement community officials Your Network – Your Goals Who will you help on your journey? “It is literally true that you can succeed best & quickest by helping others to succeed.” – Nepoleon Hill, Think and Grow Rich

Who are you to your network?:

“Price is what you pay; Value is what you get.” -Warren Buffett Pay your dues, be of service, seek to add value to your network. Ask what can you do to assist in their success. Striv e to be memorable, special, and precious to your association and network. Who are you to your network?

How to Market:

How to Market Print Digital Connection Newspaper print plus Website Networking Direct Mail Email Referrals Business Journals (NAA adv. discount program) Face Book UPS Driver Auction Flyers Linked In Service Organization Broadcast media Twitter Charity Events Yellow pages Constant Contact B2B & B2C Signage Your database Press Releases – The Why & B rand Boost “Understand why & how your audience uses technology and then start to align your communication efforts.” – Brian Reich & Dan Soloman , Media Rules Choose the method aligned with your objectives.


Branding Tie Your Brand to Your Business model Be consistent; build trust; connect emotionally Live by your vision, mission, and values Nurture the positives; show thanks; write a note Be flexible; Create Value in Solutions Embrace competition; imitation is finest form of flattery Measure response to email, website and telep hone Your brand is more than your product, your logo, your website, or your name. It’s what your customers perceive about you, and how you make them feel . “Your brand is your culture.” – Tony Hsieh, CEO Zappos , Delivering Happiness

Website and phone:

Website and phone Use your website to market items & services Home base for customers to find information Use URL in all materials; use QR codes URL is as important as your phone number Always provide a numerical phone number 24/7/365 access to your services and an online auction catalog Who builds your website? Your website as a marketing arm Consistency, colors and fonts for corporate brand recognition Spelling, grammar, capitalization Realized prices, staff bios, news feeds, and data base of all auctions Full Contact info, polls, surveys, FAQ’s, RFP form & Email sign up “In today’s information age of marketing and web 2.0, a company’s website is the key to their entire business.” – Marcus Sheridan, The Sales Lion

Email marketing:

Email marketing List sources Primary list should be your customers and subscribers Additional lists available: media subscribers, licensees, professionals Email formats: Plain text, mobile friendly and HTML or graphics Email process and dispatch time; best in early morning Spotlight one auction or do Newsletter style Bulk email management programs phpList , Constant Contact, ActiveCampaign , MailChimp Tied to email subscription form on website Spam considerations and Email Etiquette Understand the CAN-SPAM act, Tips for workplace email: “What makes content engaging is relevancy. You need to connect the contact info with the content info.” – Gail Goodman, President/CEO, Constant Contact 92% of online adult use email. - Pew Research Center

Social networking:

Social networking Examples of major Social Networks: LinkedIn, professional contact MySpace, music and pop culture Facebook, more personal environment Twitter, broadcast platform Post profile, make friends, privacy, use your URL as hub You can be a part and/or you can target profiles Forums, communities, management: Friendfeed , Hootsuite , Tweetdeck “People want news and information about the things they care about.” – Larry Weber, Marketing to the Social Web


Blogs Short for web logs Allow instant publication of content to the internet Very search engine friendly; posts are viewed as new content Easy to post and maintain Add a blog to your website for a running commentary of one or more topics using WordPress , Joomla , or Drupal Portal sites (multiple content sources): Blogger, Active Rain can dilute branding; use your website as home base 97 ideas for building a valuable platform: “More content means more sharing of info, gossiping, exchanging, engaging; in short, more word of mouth.” – Gary Vanechuk , Thank You Economy (a cultural shift)

Pay per click (SEM):

Pay per click (SEM) Valuable for dated events, unique items, and company marketing campaigns Fast, Targeted, Only pay when users click Set location, price and limit budget Search Engines: Google and Yahoo! Get certified or work with certified techs Sponsored ads: Facebook and LinkedIn Mobile apps: Zillow , local newspapers Compared to desktop and tablet pay-per-click ads, Smartphone PPC ads yield the highest click-through-rate (4.12 percent) and the lowest cost ($0.53). Mobile clicks continue to sell well below their actual value, while generating a higher conversion rate. As a result, more businesses are investing in mobile campaigns. -

Analytics and comparison:

Analytics and comparison Analytics (measure traffic) Google Analytics and Yahoo Adobe Ovation Social, Mobile Apps, Web ads, and Email Real time traffic Woopra Clicky Chartbeat Comparisons Quantcast Alexa Compete “You can only manage what you can measure.” - Peter Drucker , consultant, educator, and author. He was also a leader in the development of management education, and he invented the concept known as management by objectives . Analysis of data is a process of inspecting, cleaning, transforming, & modeling data with the goal of highlighting useful information suggesting conclusions, and supporting decision making.

Listen to your customers:

Listen to your customers Ask yourself each morning … who am I going to help succeed today? Provide integrated solutions for your clients / customers. Focus on helping your customer’s achieve success. Move beyond: “required” transaction activities. Ask what you can do to help. Ask your customers about their needs - real time market research Listen!!! Know the network of decision-makers and influencers who may affect your future success. Spend time with people who show an interest Build those key relationships 14 “ If you wait for another case study in your industry, it may be too late.” – Seth Godin , Permission Marketing Analyze and compare

Develop Advocates:

Develop Advocates Word of mouth can be the best form of marketing We love reviews and information given by others Decide what you want * Discover what the customer wants * Deliver plus One * Be Consistent; Consistency builds credibility * Wow your customers/clients; give them the right fuel they need to help build your network of advocates. Align your network partners and communication efforts to target your audience effectively Measure, Adjust if necessary to stay on course, and Manage for consistency “Feedback is the breakfast of champions.” – Ken Blanchard, Raving Fans * & Build your Future

Unit 4: marketing :

. Unit 4: marketing Copyright 2012 National Auctioneers Association MODULE TWO