Monthly Archives: May 2009

How Should I Price My Marketing Fees?

Services, Starting Out

I am starting a marketing consulting business where I will provide services to small to mid-sized emerging and established businesses in a variety of areas: communications work, branding and identity work, promotions, event planning and management, and strategic planning (not heavy on this). I have PR consultants, graphic designers and IT people with whom I would partner with as needed. I don’t know whether I should determine my fees per project, per hour or on retainer and don’t know if I should break out fees based on whether I am doing the work or outsourcing it and project managing it. Also, do I vary fees by business size/type or keep it steady no matter what? My target market is small businesses and feel that their budgets can be limited. Any suggested fees or structure for fees would be so appreciated.

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Jay’s Answer: From your client’s perspective, they don’t care if you do it in-house or not. They’re hiring you to do the job.

From your perspective, you care about the resources (time & materials) you need to achieve the client’s goal.

If the job is well-defined, a fixed price makes sense. If it’s vague, you could charge them an hourly fee to define the scope and specification of their needs. Then you could quote them a fee to implement the plan.

As for a the actual price, it depends on how much value you bring your client. If you can help them earn $1M (and can prove it), then $100,000 may not be unreasonable. It depends on the ROI you bring them.

For small businesses (with small budgets), start small. Keep the projects simple, well-defined, and affordably priced to build up the relationship (and to establish yourself). As you prove your worth, find out the value you bring, and charge accordingly.

Why Healthcare Execs Should Use In-State Architects?

Services

I need help writing short ad words or ad title to catch the attention of healthcare executives in my state and to get them thinking about using in-state architects and consultants. Hire state healthcare design firms for less fee, better service, equal knowledge, maintain quality projects, keep money in the state. A win win for everyone.

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Jay’s Answer: I’m not sure I agree with all your points. If I’m a CEO responsible for a new building, I’d get a wide variety of input and choose the best candidate/firm for the job. What would make someone “best” primarily would be their design, cost, and experience. If they are in-state (or even in-town), that might give some extra points (from a PR angle).

Instead of telling CEOs to hire in-state, tell the CEOs why your architects are the best nationally for healthcare design. Taken as a group, what projects have they done and at what comparable cost?

Tagline For an Event Planner?

Names + Taglines

I am a DC based wedding/event planner. I am the owner of Milestones Weddings and Events. I really enjoy what I do. I plan all types of events including memorials and funerals.

I have a special talent for making my events look like the client spent far more money than they did. I’m also known for being very creative and wowing my clients and their guest with things they havenever seen before.

I need your help with a tagline that is memorable and effective.

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Jay’s Answer: Here are some ideas to play with:

  • Wow! Never Cost So Little
  • Great Impressions For A Song
  • Impress Without Spending A Fortune
  • Great Memories Don’t Have To Cost A Lot

Tagline For Eco-Friendly, Vintage Fashion Goods?

Names + Taglines

I am beginning a new business named Glamour Puss Garments. I am offering one-of-a-kind clothing and jewelry items that I design and create from vintage and salvaged fabrics, fashions and materials. My designs are vintage inspired but definitely styled for today’s (and tomorrow’s) sense of fashion. My business is both eco-friendly, recycling and repurposing materials, and offers quality handcrafted items that are one-of-a-kind at a reasonable price. Styles range from Old Hollywood elegance to feminine and flirty to whimsically fun. The company logo is dramatic – black and hot pink and incorporates a retro cat image. I am stuck when trying to brainstorm a tagline, though. Any suggestions you could offer would be greatly appreciated.

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Jay’s Answer: Here are some taglines to get you thinking:

  • Show Your Vintage Uniqueness
  • What’s New Pussycat? Show Your Style.
  • You’re One of A Kind. So Are We.
  • Timeless Unique Handcrafted Fashion

Coping With Catering Copycats?

eMarketing, Services

Few months back I started a catering biz that provides Authentic Home-made Indian food for busy couples & students. However, the moment I started I have copy-cats and competition arising from everywhere.

I have an awesome website and online ordering. However, I am afraid that if I put my website on my ads then my competitors will see it and soon create their own. Also, how do I screen calls to ensure that I am not giving info to a competitor instead of a customer? Please help.

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Jay’s Answer: Your website and onsite ordering aren’t your main benefits. The #1 question is, “How awesome is your food?” If people are loving it, then help them to spread the word: give out frequent dining cards, or discount cards to give to their friends, etc. If the food isn’t awesome, either improve it or differentiate yourself: organic, local ingredients, custom orders for people with food sensitivities, etc.

Don’t worry about your competitors. They’ll always be there, and if you’re good, they’ll be following you. The trick is to lead, not follow them. Continue to offer things that your clients want/need, whether it be food, spices, or even recipes to make their own food.

Name/Tagline For a Diaper Cake Business?

eMarketing, Names + Taglines

My mother is starting her own diaper cake business and we were looking for a name that is not only unique but easily identifies her line of work. This started as a hobby but has turned into so much more. She will also have an website so the name would need to transcend to the web. Although diaper cakes will be her main product, there will also be towel cakes and other baby shower favors. We were thinking of “Caking Around” but only receive frowns in return when we throw the name out for family to critique. Any ideas? Also, is a tagline needed for this type of business.

Who specifically is she targeting? Her target is mainly baby shower hostesses, friends, pregnant women, and she’s also had a couple of businesses order from her to provide gifts for expectant clients.

Where are these people located? South Georgia/North Florida area; but hoping to expand with birth of a website

What makes her products better/different than anything else out there? Her “cakes” are hand-made when ordered, not pre-assembled waiting for a home. Each cake is unique. She consults with clients to make sure their individual needs are met and a picture of the cake is presented to make sure the cake turned out the exact way the client envisioned. If not, she starts fresh. Each cake includes a handwritten note.

How will she know what name is “it”? What type of name is she looking for? By the look on her face when I suggest names, I guess she will know the name is “it” when she hears it. She wants the name to convey how much time, attention, detail and love she puts into the diaper cakes so that her clients will be completely satisfied.She wants the clients to know that she specifically had them in mind while she was making the cake because she really does think of them throughout the entire process. She was thinking of including her last name “White” but that just seems to come out more as a description of the diaper cake instead of an owner’s name.

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Jay’s Answer: I didn’t know what a diaper cake was either until I looked online (it appears to be a cake welcoming a new birth).

I wouldn’t encourage her to use the word diaper in her business name – it’ll create the wrong connotation.

Here are some names to play with:

  • Tasty Expectations
  • Great Expectations Cakes
  • BabyCakes
  • Birthing A Great Cake
  • Pregnant With Cake

How To Minimize My Website’s Bounce Rate?

eMarketing

I purchase used electronics through my website, but I’m not getting too much sale requests. I keep spending money in Google Adwords but no results. Is it the design, the lack of seals or just need more publicity?

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Jay’s Answer: You’re getting traffic, but the traffic isn’t converting.

It could be: the keywords you’re targeting, your website copy, or your website’s appearance. To start with, ensure that your Adwords ad matches the landing page in content. The surest way people leave is when the click doesn’t result in what they were expecting. Next, split-test your PPC. Find out what works better. Also, split test your website copy.

Finally, realize that not everyone has used electronics for sale. Give them a reason to come back/register with you. Each month, perhaps offer higher payments, contests, etc.

How To Market High-End Ceiling and Lamp Templates?

eMarketing, Products, Starting Out

I needing some marketing advices on how to market the products for (ceiling and lamp template). They at present use distributor to sell. And they would like now go retailing to expand the company. [Pls visit www.plafoncantik.com to see the product]

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Jay’s Answer: Given the website’s photos, I’d suggest focusing on interior designers (both residential and commercial). The product is a high-end specialty product, so focus on people likely to work with clients who’d recommend this purchase (and can create the most attractive use of it).

How Can I Find Prospective Real Estate Clients?

Services, Starting Out

I have just started my career in real estate in Ontario, CA. Please give me some Ideas that how can I find my prospect clients? Some tips of marketing to promote myself in the public different from others. What should be the way of talking (I mean the scripts)? Please help me.

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Jay’s Answer: You need a marketing strategy (here’s an article on how to create marketing strategy).

Let’s say you’re in a room full of others selling real estate. Someone who wants to buy (or sell) real estate walks into the room. Who will they talk to? The person standing closest to the door? The person dressed nicest? The person who has the most people standing around them? The one smiling?

You need to think from the perspective of a potential client. What can you offer them that they can’t anywhere else? Everyone says they have great service and will go the extra mile, etc.

What a client is looking for is a real estate specialist: Someone who knows exactly their needs, is a strong negotiator, has a large pool of people/properties, and a long list of people who can vouch for them.

Start out by focusing narrowly on a specialty. That may be a specific zip code, price point, demographic, home size, home type (multi-unit, single detached, condo), or even amenities (tennis courts, recording studios, etc.). If someone is interested in something outside your specialty, refer them to another real estate agent, who can help them (perhaps earning a referral bonus). Get known for being “the one” who knows your specialty. Then, focus on marketing yourself to the group who want “the one”.

How Can I Market Myself Using Social Media?

eMarketing, Starting Out

What unwritten rules should I as a marketer be aware of as I enter social media (such as blogging, Facebook, etc.)? I obviously have an eye toward generating leads and building credibility, but I’m told it’s easy to alienate potential clients if they suspect a “hard sell.” How do I strike a balance?

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Jay’s Answer: You actually mention two separate (but similar) goals: building credibility and generating leads.

To build credibility you need to show up online and keep showing up, answering questions (online, if you don’t post you’re invisible). When you do post, make sure that if you have resources to back up your position you provide them. This makes you stand out not just as someone who knows something, but is open enough to let the intelligent online reader decide for them self. Given all things equal, people purchase from those they trust. By posting online (networking in person), people can start to build that trust through your interactions.

To get leads, you need to either ask for them or give them a reason to contact you. When posting, if you have some information that’s more appropriate to discuss off-network, encourage the connection. If you have a report or article, offer that (as a bonus for opting-in your email list).

To make a transition from the social network to your website, create customized profile pages for each social media site you’re a member of. People that read your comments online might be curious about you, so instead of pointing them to your home page, point them to a page that talks about how you business fits into MySpace, or what you love about MySpace, etc.

You can’t sell something if you don’t know what people need. Listen, ask, and when the time is right, offer a solution to begin the sales process.