1. “You do not want to be considered just the best at what you do.” “You want to be known as the only one who does what you do.” Bill Graham, Concert Promoter Courtesy of Paul Yeomans, USA Marketing.

2. Please turn your cell phone ringer off. “My mother thanks you, my father thanks you, my sister thanks you, … and I thank you!” (James Francis Cagney, Jr., “Yankee Doodle Dandy” 1942)

3. Maintaining Relationships in the Digital Age More Important than Ever More Choices than Ever Easier than Ever! Presented by: Nowell C. Wisch, MAS National Sales Manager, TradeNet Rachael Davila Owner – PromoWeb Service

4. FREAK OUT First of all…

5. Today’s Goal  Understand PERSONAL activities.  Identify PROCESS activities.  Add 3 new Relationship building tools into your work activities.  Pledge to do them for 30 days.

6. What benefit does this program provide?  Help you strengthen your relationships and increase your personal value.  Provide tools to anticipate client needs.  Avoid the ruts in long term client relationships  Help you make more $ with less effort.

7. The Identification Challenge  Which activities affect RELATIONSHIPS  What activities effect PROCESS  BOTH are “HOW” not “WHY” oriented  Pay attention to ACTIVITY not MOTIVATION

8. What’s The Payoff?  Your name remains “Top Of Mind” with your clients.  You make more $ales in less time.  Learn to live with higher margin$.

9. The Challenge  9 You know you need to keep relationships going. Do you know how to effectively budget your time and spend your money? Sales & ProfitsInvestment ($ and time) Most new and growing businesses focus on acquisition Most profits are generated by repeat customers Keeping current relationship strong and find new business

10. Gold Repeat Customers are MORE VALUABLE than Gold! 10  It is 6-7 times more expensive to gain a customer than to retain a customer.  A 5% increase in retention yields profit increases of 25 to 100%.  Repeat customers spend 67 percent more than new ones.  After only a few positive purchases, a satisfied customer can refer up to seven new customer! DO NOT FORM A CLIENT RETENTION STRATEGY AFTER THE CLIENT HAS FLED! Create a strategy to KEEP the business, not recapture the business. Sources: 1Harvard Business Review 2Bain and Company, 2002

11. The REAL VALUE of a loyal client 11 They are Very, Very Valuable! 0 1234567 Acquisition Cost Retention Value Year Base Profit Profit from increased purchases Profit from reduced operating costs Profit from referrals Profit from price premium Profit

12. “So what do I do, Nowell?”

13. The “Big 6” Relationship Building Tools  Questions (Got Map?)  Correspondence (Back to the Future)  Email (Effective and Cheap)  Networking  Websites (A virtual necessity)  Blogs (Get it off your chest)

14. Climb the Steps! Learn to ask questions.  EVERY CALL, EVERY DAY!  NO EXCUSES!  NO FEAR!  NO TOMORROW!  RELAX… there are only 3

15. #1 What else is on your desk that I can help you with today?

16. #2 that you don’t think What else is on your desk that you don’t think I can help you with today?

17. #3  Do you know anyone who might need what I provide? Relationships breed new relationships. Referrals are the best way to build business. People like to share success.

18. Why ask for referrals?  18 It is easier to buy from someone you know. Sales & ProfitsInvestment ($ and time) “Find” time reduced. Sales and Profit generated faster

19. “So how do I do it, Nowell?”

20. The “Do a Little” List  Increase Personal Correspondence  Use intelligent Email techniques  Network with others  Communicate to everyone

21. The “2 Box” System  Contact Supplies Things you need to do the job  Send Items Things to use to get attention

22. SEND The SEND Items Box  Newsletters  Articles and Reprints  Catalogs and flyers  FREE Stuff

23. Affective Correspondence  Don’t be bashful.  Content is irrelevant  Be appropriate… or not

24. Effective Correspondence (The Process)  5 5 5 Plan (Use the worksheet)  Articles  Cards & letters  Samples  … anything at all

25. “K I S S” a “5 5 5”  First of all, keep it simple, sweetie.  Commit to the Vitamin Plan (1-A-Day) 5 Customer contacts a week 5 Prospect contacts a week 5 Random ideas a week

26. SUPPLIES The SUPPLIES Box  “Forever” stamps  Postcard stamps  #10 Envelopes  9x12 Padded Envelopes  Business Cards  Sticky notes

27. “What do we send?”

28. The “Big 6” Relationship Building Tools  Questions (Got Map?)  Correspondence (Back to the Future)  Email (Effective and Cheap)  Networking  Websites (A virtual necessity)  Blogs (Get it off your chest)

29. Articles, Reprints and Catalogs! (Oh, my…) (“Rip ‘em & Ship ‘em!”)  Destroy your Magazines and Newspapers  Any reason is a good reason  “I don’t send catalogs!” (so what?)

30. Catalogs and Flyers  Get them for free  Use “mini” catalogs and flyers  Think “Shotgun”

31. Samples (Clear your desk)  If it fits in an envelope, send it!  Get rid of EVERYTHING!  A clean office is a happy office!  Don’t judge interest

32. Let’s take a 15 minute break.

33. Email Marketing with Constant Contact Presented by Rachael Davila www.PromoWebService.com

34. Discussion Topics  What is Email Marketing? Why use it?  Creating a Winning Strategy with Constant Contact  Constant Contact Overview and Benefits  A Template for Success!

35. What is Email Marketing? Utilizing email to create, strengthen, and maintain relationships with current and prospective customers, and colleagues: – Establishes regular, ongoing communication & allows you to stay “top of mind” – Educates – Promotes brand awareness – Keeps customers & supporters informed – Broadens your audience

36. Why Email?  Because people read it:  91% of Internet users between the ages of 18 and 64 send or read email.  The percentage is higher in users ages 65 or older  More that 147 million people across the country use email, mostly every day. Source: eMarketer

37.  Supplier to Distributor  Distributor to End User  Featured Products  Specials Offers  Events Why Email Marketing? Email communications are ideal for all types of businesses

38. The Answer is Email!  It’s Cost-effective: Direct Mail vs. Email Direct Mail can be too expensive for Small Businesses, but Email Marketing drastically reduces the cost. Making it viable for businesses of all sizes and types- saving time and money!

39. Why Outlook Fails Standard Email Programs (e.g. Outlook, Hotmail) are not designed for group email messaging  Limited # of emails sent at one time  List break up more susceptible to filters  Message can be filtered, blocked or undelivered without notice  No tracking and reporting of email results  If messages perceived as spam, entire corporate email server can be blocked by ISPs

40. Why Use An Email Marketing Service?  They Make it Easy Database Management Template Designs Maximized delivery  They’re Affordable Start as low as $15 / month Discounts available  They Provide Expertise Email Best Practices built in Live & Online help available

41. Creating A Winning Strategy

42. Collect email addresses everywhere… Guest book On service or sales calls At networking events and meetings At trade shows Customer & Prospect Database Website signup Guest Book

43.  Newsletters – Frequency: monthly / quarterly – Lots of educational content (typically non-promotional)  Promotions – Frequency: bi-weekly / monthly – Focus on promotion / limited content – 2, 4, 6 product promotions, coupons  Announcements – Frequency: event driven – Promotional or educational with targeted message – Invitations, special events Appropriate Format Determine Appropriate Format

44. Frequency & Delivery Objective: Maximum impact/Minimum intrusion  How often to send  Create a schedule  Include frequency in online sign-up “Monthly Newsletter”  Coordinate for maximum impact  Newsletters (monthly / quarterly)  Announcements / Event Invitations (as needed)  When to send  When is your audience most likely to read it?  Day of week (Tuesday & Wednesday)  Time of day (10am to 3pm)  Test, test, test

45.  The “From” line  - Use a name the recipient will recognize  Include your company name or brand  The clearer the better  - The shorter the better  - Be consistent  The “Subject” Line  - Keep it short and simple  You have 3 seconds or less  30-40 characters including spaces (5-8 words)  - Incorporate a specific benefit  - Include your brand  - Capitalize and punctuate carefully  - Test! 60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick Getting Email Opened

46. Permission – What is it and why you need it? Two types of permission:  Explicit: Opt-in from your website, a sign-up form or guest book  “Join our mailing list”  I would like to receive info from time-to-time  Implicit: Requests for information / registration forms, existing customer relationship SPAM Guest Book Note: Always make sure to ask for permission when collecting information from registration forms or tradeshows, etc.

47. Evaluate Your Results What influences the open rate?  From / Subject line  Delivery day / time  List overuse, age or quality Why did people click through?  Call-to-action or offer  Copy What are they interested in?  What links did they click on?  How did they answer your Survey questions?

48. About Constant Contact… With over 150,000 customers, Constant Contact® is a leading email marketing service for small businesses, associations, and nonprofits. Constant Contact's leading email marketing and survey products—supported by our expert personal coaching and service—help all types of small businesses and organizations create professional-looking email newsletters and insightful online surveys and begin a dialogue with their customers. Designed and priced for Small Businesses and Non-profits, Constant Contact is affordable, easy-to-use and includes a free 60-day trial. Constant Contact is the Market Leader Over 150,000 customers Award-winning Email Marketing product 450+ million emails sent each month High deliverability rate of 97%+ Newly expanded product line – Survey, Autoresponders, and Archive

49.  List management  Image hosting  Real-time reporting  Permission management  Over 200 professional email templates  Over 40 professionally- written survey templates  Free Support Constant Contact Designed for Small Business  Pricing starts as low as $15 a month  Constant Contact move-in service for customers  Constant Contact customer support and training  Phone and email support for trial, free and paying customers. Constant Contact daily live webinars for getting started And Much Much More…

50.  Every business should be collecting email addresses from every visitor they drive to their website or find at an event.  Ongoing, relevant communications can keep your prospects and customers coming back and provide great conversion opportunities.  Email communications are the best way for small businesses to keep in touch with their customers – easily and affordably! Please Remember…

51. Rachael Davila Promo Web Service (877) 555-1212 Rachael@promowebservice.com

52. Email Tips  Avoid being a SPAMMER.  Only send Personal messages.  Always include a link.

53. Ducking the Trash Bin  The “From” line  - Use a name the recipient will recognize  Include your company name or brand  The clearer the better  - The shorter the better  - Be consistent  The “Subject” Line  - Keep it short and simple  You have 3 seconds or less  30-40 characters including spaces (5-8 words)  - Incorporate a specific benefit  - Include your brand  - Capitalize and punctuate carefully  - Test! 53 60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick

54. Websites  “U JUST GOTTA HAVE ONE”  Use it wisely… THINK first  If it don’t make money…

55. Websites

56. Make it more than just product

57. Websites Use it to communicate

58. Blogging The most dangerous activity on the ‘Net  Don’t start unless you’re willing to invest the necessary time.  Doing it right is more important than doing it.  Not doing it won’t impact your business.

59. Blog what you know

60. Blog what you sell

61. Text Messaging  Faster than speeding voice mail  More powerful than a garbled message  Able to leap into mindshare in a crowded meeting!

62. Text Messaging  Let your thumbs do the talking  Keep it short and sweet  Practice!

63. Social Network Programs  Linked In  Plaxo  MySpace  Facebook  YouTube  Twitter

64. 10 Ways to use LinkedIn http://blog.linkedin.com/blog/linkedin_answers/  Increase your visibility.  Improve your connectability  Improve your Google Page Rank  Enhance your search engine results  Perform blind, “reverse,” and company reference checks  Increase the relevancy of your job search  Make your interview go smoother  Gauge the health of a company  Gauge the health of an industry  Track startups

65. Selling with YouTube

66. an example:

67. Social Network Programs Why people use them  I use LinkedIn for introductions to other business people. I was trying to assemble a panel of entrepreneurs in Silicon Valley for a client and I located prospects via LinkedIn and used my network to get introduced. It worked very well.  Like FaceBook (which I use for personal, rather than professional reasons), I see it as both a networking opportunity and a way to keep in "loose" touch with people. It offers a quick snapshot of what people are doing and what they are working on without intruding with a phone call or an email. It also gives me the opportunity to let people know what I am doing, what I can offer and who I know.  The benefits I reap are knowing that my contact info is kept up to date. (Did you know that SOME people in this industry change companies??) I can view it at my leisure WITHOUT having my inbox crowded by info about those I don't care to keep up with.  I use LinkedIn, Plaxo Pulse, and FaceBook for networking. It may seem a bit redundant and maybe ridiculous to have this many networking platforms... but... not all of the people I'm connected with are on all three. My initial reasoning was that I just launched a new business and it was a way to get the message out. Now I find pleasure into logging and seeing what other people are up to.

68. “Whatza piewhap?”  Plan  Your  Work  Your  Plan

69. Let’s plan next week Turn to the Weekly Activity Plan or the Weakly Activity Plan (Your Choice)

70. Thanks! Thank you for attending. This program has been provided by: TradeNet DistributorCentralPromoWebService For more information, contact: Nowell C. Wisch, MAS (800) 652-1270 nwisch@tradenetpublishing.com Rachael Davila (619) 850-6261 rachael@promowebservice.com