Archive for March, 2009

Use Your Phone To Boost Marketing ROI

Tuesday, March 17th, 2009

Go with me on this one. Look at your phone. What do you see?

I know, buttons … a screen … a handset if it’s on your desk.  But, what do you really see?

This may sound elementary, but I see a way to increase marketing ROI.  When is the last time you picked up the phone and called your customers?

The simple act of just saying “thank you” for your business is a powerful statement.

Your customer will appreciate the fact that you actually care and took time to say so.

And as you move through the conversation, offer up a couple of business building ideas that have nothing to do with what you do.

Just pay it forward.

Personal contact doesn’t cost you anything but time. If you’re looking for a way to increase your marekting ROI, I can’t think of a better return than you can achieve by picking up the phone and saying, “thanks.”

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Panhandler Offers A Marketing Lesson.

Monday, March 9th, 2009

I was in San Francisco for meetings the past few days and one of the city’s growing number of panhandler’s offered up a marketing lesson in cutting through the clutter.

As we were walking to a restaurant on the wharf we encountered no less than eight or nine individuals asking for money. Some had cups they simply held out, some were standing, and others sitting and making a general motion in our direction, suggesting what they wanted.

But one guy had a sign that read: “Why lie. I’m gonna spend it on booze.”

This is not to minimize the struggle of  those who find themselves in desperate situations or the issue of alcoholism

But, this particular individual was grabbing the attention of everyone who passed by and his cup was full. Talk about effective direct marketing.

The point is that if you are in a highly competitive, cluttered market, you need to make sure that your message manages to stand out, and as a result you boost your marketing ROI.

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Posted in Direct Marketing, Marketing, Return On Marketing Investment | 1 Comment »

The Marketing ROI Of “Yes”.

Monday, March 2nd, 2009

I subscribe to blogs that offer practical insight and inspiration.  As a rule I don’t re-blog about what I’ve read, but there’s exception to every rule. Right?

Today, Seth Godin’s blog about “Looking for Yes” was very insightful and inspirational.

Seth contrasts experiences at the post office and FedEx.  It’s about the importance of looking for a “yes.” You know, those encounters where someone tells you “no”, what you want is not possible versus those where you hear, “yes”, we can get that done for you.

It made me think about the impact a “yes” can have to boost your marketing ROI. If the common denominator of a customer or prospect interaction is “yes”, it creates incredible leverage for establishing a lasting relationship.

What a mistake it is when employees think of a prospect or customer encounter as an interruption of their work.  The customer is the reason for the work.

And as we persevere in this economy, I can’t think of a better way to improve business than finding a way to say, “yes.”

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Posted in Customers, Return On Marketing Investment | No Comments »