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Build Your Business Through Better Marketing

Build Your Business Through Better Marketing. Presented by ASI Distributor Services. www.ASICentral.com/marketing. Build your brand

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Build Your Business Through Better Marketing

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  1. Build Your BusinessThrough Better Marketing Presented by ASI Distributor Services

  2. www.ASICentral.com/marketing • Build your brand • “A brand is the emotional connection between a customer and the company, product or service. It is created by consistent messaging and delivering on the promise of your message.” • Volvo = safe cars • Nike = athletic achievement

  3. www.ASICentral.com/marketing • Develop an elevator pitch • 30 second, memorable description of your business • States who you are, what you do, and who you do it for • Differentiate yourself from others by including a unique selling proposition (USP) • Great customer service is not a USP. Answering all customer messages in 2 hours or less is part of a USP.

  4. www.ASICentral.com/marketing • Set a budget • Most businesses spend between 5% – 10% of their gross sales on Marketing • Download ROI spreadsheet and lead tracking forms • Get the biggest bang for your buck • On average it takes 4 marketing/ advertising exposures for an individual to become familiar with your company or product. • In traditional ‘mass marketing’ individuals only see one out of every 7 ads you place. So, unless you have an unlimited budget it is vital to target your marketing to specific prospects.

  5. www.ASICentral.com/marketing • General marketing rules: • Set clear goals for every campaign. Repeat what works for you until it stops working. • Understand that frequency and repetition of the same message is the key to success. • Send each prospect at least 4 marketing pieces.

  6. www.ASICentral.com/marketing • What to send - use various methods to reach your targets: • Catalogs • Fax • Email • ESP Online (event ideas, sales flyers, other) • LogoMall • Phone • Direct mail (letters, postcards, brochures) • Mailing with self-promoting products is best!

  7. www.ASICentral.com/marketing • What to include in each marketing piece • Have a compelling ‘call to action’ for your prospect. • Give them a reason to call or email you NOW! • Clearly state the benefit of your company or product to the end-buyer. • Why should they choose you? • Service? Dependability? Price? • Remember, the ad isn’t about you... it’s about what you can do for them! • Your phone number, Web site URL, and email address

  8. The Successful Start • Position yourself as a Branding & Marketing expert • Crossing over from another industry?... Start with the clients/contacts you already know! • Set up a display & order imprinted catalogs • Actively promote your website everywhere • New business? Start by selling to people you know

  9. Inexpensive ways to use ESP Online to create marketing campaigns: • Event Planner • Pre-designed presentations around major events such as golf outings, breast cancer awareness • Favorite items/ sales • Develop a flyer with your most-popular items, note special pricing • Hot items from the ASI Show • Create 1 – send to many • Cut and paste between clients

  10. $1,000 give-a-way • Featured products • Select-a-search • Video capability • Unique landing pages/ forms

  11. Promote your site on the following: • Your signature on outgoing email correspondence • Business cards, letterhead, & fax sheets • Quotes, invoices, letter stuffers • Office signs • Voice mail (office and mobile) • Catalogs, your apparel, self-promos • Shipping boxes & packing tape • All marketing materials

  12. Catalogs • ASI produces 10 different catalogs to market your business Top sellers: • Spectrum • Idea Showcase • Media File • The Gift Book • The average catalog is viewed by 3 or more prospective customers • Drives traffic to your website

  13. SEM/SEO • Search Engine Marketing (SEM) • Paid ads on search pages from Google/Yahoo • You only pay when someone clicks • Prices range from 10 cents to $5 or more/ click • With careful planning and understanding of your conversions this can be a very cost effective way of marketing. • Adwords.google.com (Google) • www.overture.com (Yahoo)

  14. SEM/SEO • Search Engine Optimization (SEO) • Difficult to stay on top of • Requires a great deal of time and energy • Lower ROI than other efforts • If you have the resources pay for the service • Make sure they are reputable

  15. Social Networks/ Groups • Low/ no-cost way to network and stay in touch with clients and prospects • LinkedIn, Facebook are best for end-buyers & business • ASI Social Network www.asinetwork.com • Good educational and networking resource of 3,000+ distributors and suppliers • Google groups/ Yahoo groups • Join and become an ‘advisor’ on relelvant topics

  16. Thank You We look forward to helping your business grow in our industry ASI Distributor Services 800-546-1350 www.asicentral.com/marketing

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