Intrepid LLC

In this video, I talk about the importance of integrating all the tactical marketing options you may be using to market your small business into a coordinated marketing program. Now that we are less than two months from 2010, it’s time for small business people to start preparing, strategizing, and planning their 2010 marketing plan.

While I appreciate that some entrepreneurs just start trying things and executing on new ideas without a lot of thought, small businesses are so much better off when their efforts are coordinated into a broader strategy. Think about that very carefully as you begin to prepare for 2010…

Good luck. And Be Intrepid.

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Be An Intrepid Marketer – Recommendation No. 27

Some say that in the age of social media, direct response marketing is dead or dying. While I agree that DRM is changing, let me proclaim loudly:

They are wrong. In fact, if done right, DRM can still be a very important piece to your overall marketing strategy.

An Intrepid client just sent out the first of a four-piece direct mail campaign. We are launching a new restaurant, and trying to build awareness of the new joint in surrounding neighborhoods.

To have a successful program, you need THREE things: a compelling message, an easy call-to-action, and a good targeted mailing list. That’s it!

That said, you have to do a lot of work to be sure you achieve all three things. And even then, there are no guarantees. On the FuegoMundo piece (shown above) we simply let people know a new place was coming soon, and that to learn more about it and to receive discounts and promotions – all they had to do was sign-up to join our e-newsletter. Simple.

The response exceeded our expectations! Now, there was nothing exceptional or frankly, unique, about our mailer. But it was simple – and the call to action was clear and easy. And our mailing list was carefully put together. It was sent to precisely who we believe our target audience to be.

I will admit, it was gratifying to see this response. Not because it proved to me that this restaurant concept has a great chance of succeeding. But more importantly, that direct response can still work – if you practice the fundamentals.

What about you? What does direct mail have to offer you for you to take some sort of action?

Be Intrepid.

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Have you noticed that some businesses need reminding that marketing is the art and science of getting and KEEPING profitable customers?

They always seem to forget the “keeping” part…

We are always reminded that getting new business from existing clients is less expensive than finding new customers.

In a blog post from the other day, I suggested a tactic one could do right away to kick off your 2009 marketing – mailing a survey to your existing customers. I want to expand on that idea here.

The survey piece could come in many forms, whether it is a comprehensive survey form that is completed and mailed back, a simple letter inviting responses via email, questions that are answered via the phone, or an online survey. Whatever the format, demonstrating that you care about your customer’s inputs is important – whether they take you up on it or not. But you know as well as I that a dialog generated by the mailer can ultimately lead to new business.

Here are some questions to include in your survey:
1. Ask how their business is going. Show that you care.

2. Find out what their biggest problem is. Identify what is holding them back most.

3. Since they are an existing customer, they have purchased from you. Sincerely ask if your product or service is benefiting them.

4. If your product or service isn’t living up to their expectations, find out how it is falling short (and do something about it).

5. Ask for new ways to improve your customer service. Things like response time, tech support, billing, front desk etiquette, etc.

6. Ask if there are other products or services on the market that intrigue them.

7. Does our product or service fit comfortably into next year’s plans? How can we modify it to continue serving you well?

8. Share ideas on ways to improve on our products or services. Use these answers to identify new ways to cross-sell and develop new offerings.

9. Suggest ways we can improve our communication flow. Blog? E-zines? Monthly reports via mail or email? Other social media tools?

Finally, ask for time to discuss these issues with your customer. Use this time to serve and provide solutions.

At the end of the day, this exercise of reaching out to your customers is just great customer service – service being the key word here. If you take great pains to SERVE your client, they will always be appreciative. And you will find that even if they are not pleased with a particular application of your product or service, the act of understanding how you can IMPROVE that customer experience will go a long way towards them remaining as your customer.

Customer satisfaction isn’t enough anymore. Customer DELIGHT is. And this tactic can help you begin to achieve that. Let me know of other ways you have achieved the same, or other questions to ask of your customer!

Todd Schnick. Be Intrepid. http://intrepid-llc.com

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I wonder why some people are so afraid to market their business.

They say they want new customers – they say that want more revenue – they say they are worried about the impact of the economy. But they don’t take decisive action to do anything about it.

I think most of them are dealing with fear – or they are procrastinators – or they don’t have a plan in place to proceed. A fear of failing holds way too many people back from bold action.

I have resolved to JUST DO IT in 2009 – to just DECIDE to take action – to mercilessly kill any evidence of procrastination.

Yes, even I hate to admit – I too sometimes get snagged by procrastination. And it really stresses me out when I catch myself doing it. The only way to fight it? Take action. Smart action, of course, but action nonetheless.

When it comes to boldly marketing your business – here are three things you can do RIGHT NOW:

1. If you haven’t already done so, get active on social media. Start a company blog, get on Twitter, create a company Facebook page. They are free and can be set up in minutes. They are not all time-consuming, and they are a great way to promote your business, build your brand, and make new relationships.

2. Start a direct response campaign to find new customers. Assuming your have your niche target market defined and your marketing message secured, there is no reason not to do a campaign right now. If you have a good product or service, get it out there so that you can help new people. But get out in front – don’t assume your competitors will remain stuck in the goo. Be first in 2009!

3. Send out a survey mailer to your existing customers. Show you care, ask what they need, ask what their current problems are, ask how you can serve them better. [this can be done electronically too - and another reason to get active on social media] Your customers will appreciate the outreach. This will help differentiate you. This will generate action and conversation that will result in cross-sell opportunities AND serve your existing customers.

Well, there are three things you can start working on TODAY. Motion creates emotion. And that first step is the hardest. Choose to take bold, intrepid action in 2009. Good luck!

Todd Schnick. Be Intrepid. www.intrepid-llc.com

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Last week I wrote about keeping your marketing strategy simple and flexible (http://intrepid-llc.com/2008/12/16/keep-your-marketing-plan-flexible/).  And I recently wrote on the core elements of your marketing plan (http://intrepid-llc.com/2008/11/23/the-clock-is-ticking-on-2009and-fast-7-steps-to-build-your-intrepid-marketing-plan-today/).

Today I am making a year-end appeal to not only take this process seriously – but to take action.

Assuming you are a small to medium sized business – or an entrepreneur serving all capacities from sales to management to production – you don’t really need me to tell you a marketing plan is essential.

Not because you should have an “on paper” strategy to get and keep profitable customers.  You do.

But as a small to medium-sized business, you have a distinct advantage over the large companies – you are small and nimble and can quickly adapt in this environment.

This is actually exciting!  This is actually a great opportunity!  But ONLY if you get your head out of your fanny and take advantage.

Social media allows you to – cost effectively – build community and convey value and expertise.  Follow that up with a properly-messaged and executed direct response campaign – and you can bring home the prospects you need to build a growth enterprise.

Every day I talk to small business people – most of whom are on edge about the economic environment.  They are nervous about tightening budgets – and they are allowing this fear to paralyze them.

Change your paradigm now. Deep down you know what you do best – and you know who your target market is.  The two hardest things you need to do are adjust (which you can do quickly) and execute (which you can do by just starting).

You know, it is easier than I thought.  So get to it!

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I thought you might enjoy reading an article I wrote for eMerge! – the marketing e-journal for GrowthANSWERS.

http://www.growthanswers.com/eMERGE/12_03.html

The article discusses using your direct response marketing program to increase your margins.  How?  By proclaiming proudly that you are the best at what you do…

Todd Schnick.  Be Intrepid.  www.intrepid-llc.com

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Here is the frontside of an invitation we designed for GrowthANSWERS’ Meet the eXpert – a live learning series put on by the organization.  The cartoon character is one of the tools in their marketing arsenal, the GrowthGAFFE series.  This series spotlights marketing mistakes common within business marketing departments.  The cartoon series educates through humor.  We made the main character, Biff, a central theme of the invitation to their December meeting.

Todd Schnick.  Be Intrepid.

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Old verses New?  New Age verses Old School?  The more things change the more things stay the same? 

If you ask people in marketing whether there is a difference between social media and traditional marketing, you are likely to get different opinions.  And that’s ok.  But keep an eye out on the blogs – cuz this debate will be written about often.

But when my clients ask me about a difference between the two, I say that they are the same, but different.

How are they the same?  For one thing, there really is no difference between interacting with “friends” on Facebook or “followers” on Twitter than interacting with guests at your local Chamber networking event.  You are making relationships, gaining referral sources, and building a community of friends with the long-term intention of helping each other out.  They are both “networking” – one of them is just on-line.

But there is a difference between social media and direct response marketing.  One is networking, but the other is soliciting a direct response from a prospect to take further action, whether that is a sale or seeking more information.  You don’t – and shouldn’t seek to – make hard sales pitches at networking functions.  (You know what I mean – when someone on Facebook is constantly making comments about their products and services - it is annoying).

The point?  Social media is here to stay, and you are a fool to not get on board.  But you are also a foolish to abandon traditional marketing tactics – they aren’t going anywhere.  And if done right, still very effective.  The key is integrating all these tactical tools into your overall marketing plan.

I continue to be amazed at how much traffic is driven to my blog from sources such as Twitter and Facebook.  But I also continue to be pleased with the response I get from direct response.  They are different tactics, but achieving the same goal – building a list of qualified prospects and growing a list of referral partners.

Your customers and prospects all make buying decisions differently.  And employing different tactics may help you cast a wider net to effectively reach everyone in your target niche market.  It’s like using a complete tool box verses fixing every problem with a hammer.

Social media and traditional marketing shouldn’t be a choice of one or the other.  Integrating them is the key to success.  Good luck!

Todd Schnick.  Be Intrepid.

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About a week ago, I wrote about holiday greeting cards.  What a wonderful opportunity to “touch” your customers, prospects, and vendors.  Yes, it is a piece of direct mail.  But it doesn’t seem like a piece of direct mail when you are expressing pleasant holiday wishes.

I accidentally started a new Intrepid tradition last year.  I got so busy doing Christmas cards for other clients that I forgot to do my own.  So, I dropped a New Years card instead.  I got great feedback on it – and a new tradition was born.  Here is the 2009 card that I will drop later this year:

You should assume your competitors won’t send a holiday greeting card – so this helps differentiate yourself.  And this is a wonderful supplement to your efforts to build customer loyalty – it is always a good idea to show your customers that you appreciate their business.

Todd Schnick.  Be Intrepid.  www.intrepid-llc.com

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