Category Archives: Publicity

How Can I Get More House-Painting Leads?

Publicity, Services

I am having problems finding new leads for new customers and have tried flyers and other things.

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Jay’s Answer: Find local (highly visible) homes that have large side areas. Offer to paint their home for free (or deeply discounted), in exchange for the following: You use the side of their home as a billboard, initially painting your message (perhaps changing weekly), and slowly covering it up as you finish up. A clever message (that changes) could be a great way to get people talking about you.

Publicity For Eye Doctors?

eMarketing, Publicity

I work for 2 eye doctors, they have a marketing consultant giving them ideas that they want me to implement. The first being a fund raiser, that is someone comes in for an eye exam, they will not be allowed to use their insurance but will be given $30 off the regular price which will still cost $120.00, for each person that a particular group gets to come in within 2 months. $60 will be donated to that group. My problem with this is, what would make the individual come in and not use insurance and just donate $60 to the group, the would come out cheaper. The doctor’s logic is aim toward people without insurance, but if they don’t have ins, then more than likely, no job, or can’t afford it. So with today’s economy, I don’t think the high price of $120 is a good strategy.

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Jay’s Answer: I agree with you – it’s not a compelling strategy.

I don’t know what % of their clientele have insurance, but restricting its use isn’t a wise idea. The doctors will get a $60 tax credit and result in a simple (pre-tax) net of $60 income/client. The client will pay $120 and the feeling that they’re helping their organization. Additionally, the offer is hard to explain, which makes marketing it less effective.

What else could they do? They could focus on the fact that people don’t regularly change their eye doctors, and get their payoff by the second visit. For example, they could give 50% of their net (after insurance pays) to the member’s organization. That would help the organization (and give them an additional tax credit), but still doesn’t give the individual a compelling motivation. If they could pick the name of a new client (from a bowl, after 2 months) and reward that person with a free weekend away to a nearby spa/hotel destination, then this “everyone-wins” offer might be the ticket. The nearby spa/hotel may donate their services in exchange for the PR the doctors generate.

How Do You Stay Close To Your Most Loyal Customers In A Down Economy?

Publicity

I’ve read that in tough economic times, it’s your most loyal customers you should stay close to. But how do you keep these relationships strong, exactly? And why is that seen as the most important target for your selling efforts in a down economy?

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Jay’s Answer: You become a leader.

Instead of keeping your marketing message the same (“We have product X that’s perfect for solving Y”), show people that your offerings actually anticipate their needs. This means that you’ll want to shift your focus from being customer-focused (where you respond to their requests) to being future-focused.

If you’re in business long enough, it’s easy to become customer-focused — just like your competitors. Everyone is showing how they are more customer-focused. That’s a reactive model.

You want to show that your company understands needs that they’re currently unaware of, and in these economic times, give them hope that you can both solve these needs and lead them to a stronger ROI. To project strong leadership, showcase your company’s history (building trust) and show how you’ve led in the past and how you’ll continue to innovate in the future.

As you know, it’s much easier keeping existing clients than acquiring new ones. That’s why you want to keep in touch with your existing clients no matter what the economic situtation is.

As businesses struggle, they are suddenly more interested in new options, vendors, solutions, and information, especially if there’s a clear benefit to them. So besides your loyal customers (who already trust you), re-examine your offerings to see if there are new niches that you can additionally target. Your past successes will help strengthen your message into these areas.

How Can I Find New House Painting Leads?

Publicity, Services

I am having problems finding new leads for new customers and have tried flyers and other things any thing to suggest?

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Jay’s Answer: Find local (highly visible) homes that have large side areas. Offer to paint their home for free (or deeply discounted), in exchange for the following: You use the side of their home as a billboard, initially painting your message (perhaps changing weekly), and slowly covering it up as you finish up. A clever message (that changes) could be a great way to get people talking about you.

How Can I Justify Expensive Advertising?

Publicity

I work for a small english charity that sells aids and adaptations to blind/partially sighted people – I am their fundraiser. We currently knock out the gear from 3 geographically separate offices – sight centres. These need to stay, because it is important that clients get to try equipment before they pay, but attendance is very poor and sales low. V. expensive.

I want to put together a pamphlet/catalogue that highlights the service and lists the stuff we sell and send it out to a cold list of appropriate people in our area – not just to sell the kit, but to promote the charity and encourage donations from people not blind/part sighted but who may sympathise and thereby increase our donors list.

Its expensive and my budget isn’t up to it – what’s the best way to make a case for this so my budget is upped next year?

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Jay’s Answer: The success of your advertising is based on many variables: your copy, your target market, the quality of your targeted list, etc.

Instead of trying to start with a big campaign, start with a smaller test case (and work to improve the ROI of the campaign over time). As you figure out what message works, then grow the test cases into larger areas (bootstrapping yourself as necessary).

Also, instead of sending out catalogs, you might consider sending out stories. Don’t forget that some great recent stories may make great PR for your local media (and a no cost to your organization). At Xmas, tell stories about Xmas. At Fathers’/Mothers’ Day, tell stories about fathers and mothers, etc.

Advice On How To Get Published?

Publicity, Starting Out

I have recently applied (& failed) for an Assistant lecturer’s position in Marketing. I failed in part due to my lack of publications (i.e. I haven’t any publications). I have 6 years marketing experience + a first class honours Business & Marketing degree. I currently don’t have anything written or research topics or contacts in the publishing world.

So I am looking for advice for: identifying a suitable topic and actually getting published.

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Jay’s Answer: You’ll want to find a topic that is your “sweet spot” – something that you’re passionate (or at least interested) in AND is something that others care about also. What is important is that your opinion needs to me more than “yes, I agree with the common wisdom” – it needs to either enhance the current thinking or show why the common thinking is wrong. Ideally, you don’t want just your opinion – you need data that proves your thesis. And if you have a topic is that’s really juicy, you can publish your thoughts from many different angles: as it applies to corporations, small business, target markets, niches, etc.

How Can I Increase Subscribers To My Weekly Magazine?

Products, Publicity

I have a new newsletter called the Monday Morning Business Mentor Weekly. I need some wisdom/strategies for getting the word out, getting subscribers. It is a free newsletter, my objective is to help others build their businesses and in turn find subscribers, clients and in the future, users of my services and software.

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Jay’s Answer: From a strategy perspective, I’d first start with your desired subscriber/client. What industry are they in? Where are they located? How big is their company? How much do they make annually? How old are they? Male or female? Will they work with you face-to-face or remotely?

Once you’ve identified WHO, then you need to figure out WHY they need you. What specific problem are you targeting? More revenue? More free time? Hiring? Startup angst?

Then, HOW do you help them solve their problem. What are you offering that’s unique and (ideally) proven to solve this problem? The more proof, the more trust.

Once you have some of these basics, then it’s time to figure out where your target market is. Do they read the same blogs, magazines, eZines, etc.? Do they attend certain conventions, watch same TV shows, webinars, etc.? Where they are is where you want to pitch your newsletter.

Finally, if your newsletter articles are 250+ words, write articles and publish them. Ideally, exclusively publish them in magazines that your target market read. Alternatively, publish them in article banks.

How To Attract Event Attendees During A Recession?

Publicity

We didn’t used to have trouble assembling an audience for our client events. Now we hear from prospects that they aren’t interested in our event or our services right now. Do we need a new marketing strategy for these tougher economic times?

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Jay’s Answer: The problem may not be with the strategy…or it may be. It may that you need to highlight different benefits of your services that clearly show ROI. However, right now all you know is that what you’re doing isn’t working. Ask your previous customers what the short- (and long-) term benefits have been from using your services (you might be surprised).

Also, the economic times might open up markets for you that you hadn’t noticed. Who else might benefit from your services? Consider other vertical markets and other regions. Talk to people outside your industry, and have them help you brainstorm opportunities for applying your techniques for other markets. Sometimes it’s a simple as using different language.

How Should a Company Advertise Itself as Green?

Publicity

I would like to know if a company wants to advertise themselves as Environmental friendly or as a green, how those advertisement can be communicated effectively? What message does it should include and which are the best communication channels should be appropriate to gain better from targeted audience.

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Jay’s Answer: A message should be sent using the channels that their prospects pay attention to, and with wording that clearly shows that the product’s benefits can help their problems. Green may or may not be a primary benefit to customers, but it can be a strong secondary benefit. Because everyone these days is saying they’re “green” customers are getting jaded (no pun intended).

Whose Marketing Is Extraordinary?

Publicity

I want to learn that which company’s, which marketing idea you find the most extraordinary.

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Jay’s Answer: For me, the best ideas are the ones that actually achieve their goals. Too often businesses try to be too clever and they wind up falling in love with their ideas and not their results.

Here are my top 4:

  • TED: I enjoy for the sheer volume of amazingly focused presentations.
  • Bioneers is similar to TED, but the focus is on biological/social issues. Wonderful, inspiring messages.
  • Apple for their ability to create not just customers, but evangelists for their products.
  • Amazon for their continued refinement of their customer “experience”