Marketing Your Business The reason we promote our business locally is to increase PROFITS

Two Methods Blanket Marketing Target Marketing

Customer Contacts 2% of sales made on the First Customer Contact 3% of sales made on the Second Customer Contact 5% of sales made on the Fourth Customer Contact 10% of sales made on the Third Customer Contact 80% of sales made on the Fifth Customer Contact

What is a Customer Contact? Customer Contacts What is a Customer Contact?

Every 100 cards expect up to 2 Enquiries not Orders Customer Contacts Every 100 cards expect up to 2 Enquiries not Orders

Local Promotional Plan Last produced in 2010 updated for 2015

Financial Changes in Circumstances Customers Who Stop Our Service Customers Die Customers Move Customers Retire Financial Changes in Circumstances

Case Study

1960’s Had 88% Market Share of Stout Market in UK Guinness in UK 1960’s Had 88% Market Share of Stout Market in UK In First Year lost 31% market Share

Guinness in UK Doubled Marketing Budget in third year Increased Market Share by 1%

Guinness in UK Did not recover their original Market Position until early 80’s Cost over 20 years Equivalent to 5 times original budget each year

Pick what you want from the program 2015 Promotional Campaign Pick what you want from the program BUT Do IT Well!

2.5% of Projected Turnover to Maintain Status Quo How Much Should I Spend? 2.5% of Projected Turnover to Maintain Status Quo 4.0% of Projected Turnover to Increase Turnover if profitable last year 10.% of Last Year's Turnover to Increase Turnover if Unprofitable last year

Target 10,000 Telephone Calls An Increase of 87% on 2014