1. Direct & Word-of-Mouth Marketing ©1987 – 2008 Allen E. Fishman

2. Direct Marketing List/Database Management  Maintain an internal customer database.  Rent a managed list of potential customers. ©1987 – 2008 Allen E. Fishman

3. Direct Marketing  Telemarketing  Be sure to follow national and local telemarketing laws.  Fax Marketing  Be sure to follow national and local fax laws. ©1987 – 2008 Allen E. Fishman

4. Direct Marketing  Direct Mail  Letters, postcards, invitations, brochures, etc.  News articles, reprints, etc.  E-Mail Marketing  Educational topics, offers, invitations, newsletters and announcements ©1987 – 2008 Allen E. Fishman

5. Bulk E-Mail Marketing  One-on-one targeting of exact customer  Easy to change content and update offering  Can engage a server that is set up to get through spam blockers ©1987 – 2008 Allen E. Fishman

6. Bulk E-Mail Marketing  Use telemarketing to obtain e-mail addresses for your database contacts.  Names and e-mail addresses obtained through an opt-in option on your Web site can be used for e-mail campaigns.  Bulk e-mail marketing is low cost once you have the e-mail addresses. ©1987 – 2008 Allen E. Fishman

7. Word-of-Mouth Marketing Word-of-mouth marketing is the most honest form of marketing, building upon people’s natural desire to share their experiences with family, friends and colleagues. ©1987 – 2008 Allen E. Fishman

8. Word-of-Mouth Marketing Two Types of Word-of-Mouth Referrals 1.Asked for 2.Out of the blue JUST ASK ©1987 – 2008 Allen E. Fishman

9. Out-of-the-Blue Referrals QUESTION How many sales people do you have? ©1987 – 2008 Allen E. Fishman

10. Customer Relationship Management Out-of-the-Blue Referrals ©1987 – 2008 Allen E. Fishman

11. Out-of-the-Blue Referrals ©1987 – 2008 Allen E. Fishman

12. Out-of-the-Blue Referrals Recognize that a happy customer is the greatest endorsement.  Create customer enthusiasm instead of pushing marketing messages.  Provide something worth talking about. ©1987 – 2008 Allen E. Fishman

13. Out-of-the-Blue Referrals  Listen to consumers.  Listen and respond to your supporters, to your detractors and to those who are neutral. ©1987 – 2008 Allen E. Fishman

14. Out-of-the-Blue Referrals  Provide tools that make it easier for them to share their opinions.  Study how, where and when opinions are being shared.  Promptly and honestly respond to their concerns. ©1987 – 2008 Allen E. Fishman

15. Out-of-the-Blue Referrals  Educate people about your products and services.  Identify people most likely to share their opinions with others. ©1987 – 2008 Allen E. Fishman

16. Out-of-the-Blue Referrals  Find the right people and connect them to each other.  Help new communities to form.  Participate in and support existing communities and conversations. ©1987 – 2008 Allen E. Fishman

17. Asked-For Referrals I Love Referrals! ©1987 – 2008 Allen E. Fishman

18. Asked-For Referrals  Who do you ask for referrals?  How do you ask for referrals?  Do you reward people for referrals?  For example, give your client a coupon/discount/reward for every referral that becomes a customer. ©1987 – 2008 Allen E. Fishman

19. Asked-For Referrals  Give your clients extra service and follow-up support before asking for referrals.  When you give willingly to your customers, they will return the favor.  Have a formal referral program. ©1987 – 2008 Allen E. Fishman

20. Asked-For Referrals Top 20% of Customers: Not all your customers are referral candidates  Find the top 20% of your customers who are ecstatic about your business and ask them for referrals.  Make sure their network consists of the type of client(s) you want.  Reinforce your value. (WIIFM) ©1987 – 2008 Allen E. Fishman

21. Asked-For Referrals  Ask prospects and influencers for referrals.  Ask if they buy.  Ask if they do not buy.  Ask when they say something good. ©1987 – 2008 Allen E. Fishman

22. Asked-For Referrals Type of Customer: Inform your referring clients of the type of customers you can help.  Provide a clear picture of the customer demographics for your small business.  Educate them on services they may not be using so they can effectively refer. ©1987 – 2008 Allen E. Fishman

23. Networking ©1987 – 2008 Allen E. Fishman

24. Networking  Networking is making and using contacts for a mutual benefit.  Networking is not a time to sell, but a time to make contacts.  Ask about their businesses and then tell them about yours.  Find out if you can benefit each other. ©1987 – 2008 Allen E. Fishman

25. Networking  Relationships can generate direct business or referrals.  Join your local chamber or Rotary Club.  Join industry trade groups. ©1987 – 2008 Allen E. Fishman

26. Networking: Events to Attend  Focus on events that attract your target prospect.  Attend events outside the typical type of event you normally go to as there is likely to be less competition. Upcoming Events ©1987 – 2008 Allen E. Fishman

27. Networking: Events to Attend  Treat every event you attend as a networking opportunity.  If you belong to a group, get on a committee. ©1987 – 2008 Allen E. Fishman

28. Event Networking  Have your 30-second commercial (elevator speech) prepared.  Have you own name tag with a BIG first name and smaller business name. MS Enterprises, Inc. Mary Smith ©1987 – 2008 Allen E. Fishman

29. Event Networking  Be the first to arrive.  State your name, business and a quick value statement when introduced. ©1987 – 2008 Allen E. Fishman

30. Event Networking Be aware of your body language when you are speaking to others. ©1987 – 2008 Allen E. Fishman

31. Networking  Make connections with others by being a resource.  Do not refer others unless you know they are a quality individual or company. ©1987 – 2008 Allen E. Fishman

32. Networking: Business Cards Carry business cards at all times!  Does your business card convey the needed message?  Consider including a picture on your business card for better recollection as people can usually only remember names for 24 hours. ©1987 – 2008 Allen E. Fishman

33. Networking: Business Cards The difference a picture makes. ©1987 – 2008 Allen E. Fishman

34. Networking: Business Cards When you get someone’s business card, make a note on the back to jar your memory when giving them a call. ©1987 – 2008 Allen E. Fishman

35. Networking When networking remember to:  Listen as this will help you understand their potential pains or challenges.  Use FORE (Family, Occupation, Recreation, Entertainment) to create a bonding conversation. ©1987 – 2008 Allen E. Fishman

36. Networking When networking remember to:  Ask potential prospect “How can I help you?”  Make an appointment to get together right away.  Follow-up with handwritten notes or cards. ©1987 – 2008 Allen E. Fishman

38. Networking: Pipeline  How often do you contact your prospects?  What are you sending or saying to them?  What is your call to action? Your Company ©1987 – 2008 Allen E. Fishman

39. Integrated Marketing Plan Word-of-Mouth Marketing should be an integral part of your integrated marketing plan. ©1987 – 2008 Allen E. Fishman

40. Questions?