How to Generate Buzz and Increase
your Customer Acquisitions
in Five Easy Steps
By Ellen Pensky, BumbleBee Marketing Services
December 2004 - BEK Best Practices Newsletter
If you’re like most organizations, the sales team
is on your back. Or you are part of the sales team. They—or
you—need more customers. You feel like you are being
stretched in 10 different directions. On top of everything,
your budget just got slashed and your team is dwindling.
As Marketing Communications experts with over 20 years of
experience, we’ve seen it all.
Through years of experimentation, testing and evaluating
results, BumbleBee Marketing Services has developed a methodology
that absolutely works. The BumbleBee methodology is designed
to increase customer acquisition quickly while minimizing
the cost. The great thing about this system is that it is
a system. It really isn’t voodoo rocket science but
sometimes common sense approaches are overlooked in favor
of the latest quick fix elixir. At the same time, we don’t
want to undervalue what we do because we know it works.
Here's the Five Step Process
- Understanding Your Customer
In this all-important first step our goal is understanding.
To persuade someone, to motivate someone, to sell someone
something, you really need to understand that person and
their point of view. We begin to understand the people
we are trying to communicate with by creating a profile
that will help you gain a “feeling” for them.
- Defining the Offer
Now, we must communicate the features and benefits of
your product or service to the customers. Most people
overdo the feature part instead of emphasizing the benefits.
Remember, people do not buy things for what they are;
they buy things for what they do for them. How the offer
is delivered is part of the system. A dedicated area on
your website can be created to describe the offer. The
offer can be a quick tour of your product/service, a web
event or webinar, white paper, special pricing or information.
These components are relatively inexpensive to produce
and can be leveraged in a variety of ways.
- Setting Up the Processes
This is the nuts and bolts phase of the system. When a
prospect registers to attend an event or receive one of
your offers, they are entered into the sales cycle. It
is very important that a system be put in place to capture
the prospect’s contact information and to understand
their level of qualification and buying interest. The
more information you can gather, the better targeted a
marketer you can be. The system can be a complex database
or a simple word document—most importantly it should
be a system that works easily for you.
- Go to Market Plan
Here is the heart and soul of our program. It is where
the rubber meets the road. Once you understand your customer,
have a good offer and processes in place, you must develop
a plan. The plan includes the strategies and various tactics
targeted to the appropriate audience. Among the most effective
marketing tools available today are direct mail, email,
newsletters, collateral, user conferences, partnership
marketing, and public relations. You must plan those tactics
to work together as a campaign and then implement, implement,
implement.
- Measuring Marketing Results, Increasing Sales
Tracking your lead generation campaigns and seeing the
results for yourself is the real power of this methodology.
You’re building a bridge between your marketing
campaigns and your sales efforts. You have a system set
up with your processes, but the real trick is to analyze
and measure the results to see what works and doesn’t
work and then only repeat the successes.
For more information about this methodology and how it
could work for your business, contact Ellen Pensky at 925
699-7921 or epensky@comcast.net.
We’d love to hear how you create buzz! You can email
these and other comments to .
Next month's topic: Why Projects Fail and What
You Can Do About It
For more information, contact BEK Enterprises at:
Web: www.bekteam.com
E-mail:
Phone: 720-304-3300
Copyright | Getting On and Off the List
Unless otherwise attributed, all material is written and
edited by Blair Koch, BEK Enterprises.
All rights reserved. 2004
You may reprint material from this newsletter in other
electronic or print publications provided the above copyright
notice and a link to http://www.bekteam.com
is included in the credits. Please send
us a copy of the publication.
You can get off this list by replying to this email and
putting Unsubscribe in the subject line.
When you forward this material, please send the entire
newsletter. Thanks!
Privacy Statement | Contact Info
We never sell, rent, or loan subscriber information to any
third party. Period.
