Which message is more likely to get a response?

Message A – “We’re XYZ company!  We have the best products!  You should buy from us!  Everyone else isn’t as good as us!  Buy from us!

Message B- “Over 50% of your advertising dollars are wasted, poured down the drain every year.  Are you tired of the waste?  One, simple change could change that.”

Message B is obviously more appealing.  It identifies pain, and it teases the solution.  It doesn’t say anything about XYZ company.  It doesn’t say anything about XYZ’s products or services.  It doesn’t say anything about XYZ’s competitors.  It appeals directly to the consumers senses.

It is estimated that each one of us is exposed to over 35,000 messages every day.  That’s more messages than people were exposed to in a year in the early 1900s.  Email, Facebook, Twitter, television, radio, billboards, texts.  They all add up, and create a TON of clutter for advertisers to get their message through.  More than ever your advertising message must be perfect, or your money is wasted.

The good news for you is that most companies continue to believe in the “chest beating” message.  “Hi!  We’re here!  We’re Open!  Buy from us!”  If you will put your message in the buyer’s shoes, it will go a lot farther.  It will put you ahead of your competition.  It will keep you from throwing 50% of your advertising dollars away.

The question is, “Can you keep from not talking about yourself?”  It’s hard, but the best are able to.  The sweetest words anyone ever hears are their own.  Just remember your customer wants to hear about them, their problems, their pain.  You have two ears and one mouth.  Use those in direct proportion to deliver your message, and you will see amazing results.

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Social media marketing requires a change in the way you think advertising works. In a very short time, social media has overtaken just about every activity that we do online and has become a huge asset for businesses looking to capitalize on the exploding usage. One of the biggest mistakes that business owners make when jumping into the social media pond is that they focus on the quantity of fans, as opposed to the quality of fans.

So, how can you find better Facebook fans?

When finding the right TV shows or radio programs to advertise on, it’s all about ratings. Which shows get the MOST people watching them so that you have the BEST chance to be seen? This net casting approach usually works for more traditional mediums, but could it be the opposite for social media?

In 2011, the average business had 600 hundred fans on Facebook. That number included giants like Target and Wal-Mart with millions of fans, right alongside your local merchant who only had 95 fans. Does more fans = success? More importantly, does more fans = more sales?

Recently, I saw an article where a business owner was being interviewed. He was super excited about having lots of fans for his business Facebook page. When he was asked if those fans lived in the area, he replied that only about 20% of them did. When asked if those fans were targeted prospects or random people living in the area, his response was, “I don’t know”. Like many businesses, this owner was too concerned with how many fans he had instead of being concerned about the quality of fans he has.

Having more fans on Facebook will not get more customers buying your goods and services. For instance, I could be a fan of a knitting store’s page, but I don’t knit and I don’t think I will probably ever knit. I am probably only a fan because I tend to like lots of pages or maybe they just happened to have some contest that my friend was entering and I had to like them for her to get entered. Am I a quality fan for this page? Would I be someone that will buy anything, ever, from this business? It doesn’t take a genius to say, “No!”

Let’s say the knitting store has 400 fans but only 20% of them actually have an interest in knitting. That means 320 of us are not ideal fans. So although a business having 400 fans may seem more impressive than a business with only, say, 97 fans, less might be more in this instance.

Think about it: Let’s say all 97 of those fans are true knitting customers, true brand advocates and the goal of the social media campaign is to generate awareness about their store. With a consistent message, those 97 fans will be more likely to shop there for their knitting supplies and will, more than likely, refer the knitting page to their other friends who like to knit. These 97 fans will offer a much bigger ROI than 400 so-so prospects.

See? Less is more.

So here are 3 steps to build better, more qualified fans for you social media marketing.

  • Create An Offer – But not just any offer. Create one that people who buy or people who could potentially buy your goods and services will enjoy and want to use. Everyone loves a deal! Maybe it’s a free widget from the widget store page if you get more friends to also like their page. Or, maybe it is a free spool of specialty yarn if you like something on that yarn store’s page. I probably wouldn’t do that. What am I going to do with specialty yarn? But the knitting page fans would probably be stoked.
  • Use Facebook Ads – Advertising on Facebook is easy and offers some extremely targeted capabilities that makes finding the right fans for your page even easier. If your target audience is women in a 10 mile radius from Midland, TX who are over the age of 35 who like working out & Dr. Pepper, you can specifically target them with Facebook ads. If your ad is only being shown to them, you have a better chance of making them a fan. Then, you can win them over with your great content and information.
  • Cross-Promote with other forms of advertising – Social media will make your marketing stronger. Think of social media as the icing on the cake. It can be good by itself but will be so much better as part of a cake…er, comprehensive marketing plan. So tag your TV and radio commercial with “Like us on Facebook”, make sure your collateral pieces reflect your social media marketing efforts by adding links or icons to business cards, brochures, email signatures, websites, etc. and don’t forget to make sure every person who walks into your business knows about your pages – whether it’s with huge posters as they walk in, more subtle tactics like a link on the receipt or just a simple, “Thanks for coming. Check out our Facebook page for more offers and fan giveaways.”

Not sure how to make all of this happen? We can help! SDB Creative Group offers social media solutions for businesses of all sizes. Whether you’re looking for training and consultation in order to manage and maintain a social presence on your own or whether you’re looking for complete, managed programs, we have something for everyone. Contact our Director of Social Media, Danita Maldonado, at 432.218.6736 to see how you can get your business social.

Written by Dedee Boring, VP, SDB Creative Group

For more information about SDB Creative Group, check out our website: www.sdbcreativegroup.com.

SDB Creative Group. Focused on your success. Empowering your future.

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Here at SDB Creative Group, it’s not uncommon to hear misconceptions about advertising. In an industry with so many avenues to relay your message, there is bound to be a few. Here, we tackle a few of those myths.

Myth: Our business can’t afford advertising.

Truth: A well thought out marketing plan, with your goals and budget in mind, will make you money. Often, when we talk about running a television campaign, a business owner’s response is, “I just can’t afford it.” Truth is only about 1% of companies can run a commercial during the Super Bowl with David Beckham as their spokesperson, but all businesses with a well thought out plan can have success on TV, radio, cable or any other medium, for that matter. The key is to find the right combination to reach your goals.

Myth: A great commercial make my product or service better.

Truth: Advertising will not make your product or service better. If the product or service is bad, no amount of advertising will fix that problem. Go back to the drawing table. Figure out the problem with the product or service. Then, advertise. Make sure you are offering your clients the best possible product or service and advertising will make you look as great as you really are!

Myth: I have a marketing plan and a great product. I should make lots of sales and $$$, right?

Truth: This is only true if your team is able to sell the product or service you are advertising. If I have a specialty candle business, but don’t train my staff on what makes them so special and give them tools to help them sell more effectively, I won’t sell many candles. This is where your efforts come full circle. You have a product. You introduce the product to the consumer through an effective marketing plan. Now, your customer wants to buy. You have to sell them!

As an advertising agency and marketing firm, our job is to make your advertising efforts seamless and effective. If you don’t start to see results from those efforts, we’re not doing our job.

Let SDB Creative Group help you with your next advertising push or marketing campaign. Call 432.218.6736 today to speak with one of our Marketing Representatives or check out our website (www.sdbcreativegroup.com) to see other companies, just like you, who’ve debunked the above myths and now believe in the power of advertising.

Out here in West Texas, we have a car dealership that is known for its tacky approach to advertising. As a matter of fact, when we talk to potential clients, they always say, I just don’t want anything cheesy like the salesmen with the cars and circus animals.

So, why do we see those commercials continue to be made year after year? They must work… right?

Well, yes and no. They do work by getting the audience’s attention, but not necessarily the way the business owner would intend. It is often said that even bad publicity is good publicity, but no business really wants to have negative remarks made about their advertising. So why then, year after year, in every market in the country, are there dealership ads that sell cheese better than cars?

The truth is that it works. Unfortunalty, it is more effective to “ask for the sale” than to show beautiful cars going down picturesque roads. Those ads are easily forgotten, but the others are a little harder to forget, and as much as a consumer will say they hate to see those ads, everyone really wants a good deal.

Is there a way to have the same effect without the cheese? Absolutley! A well thought out campaign, with effective sales tactics can give your business the edge, without making your possible consumers cringe.

Bringing in customers and making more sales can be as easy as asking yourself 3 questions.

  • What’s Your Goal?
  • Who’s Your Target?
  • Are You Asking For the Sale?

Question 1: What’s Your Goal?

Although it’s a simple question, we are still surprised by the business owners who have no idea what they want their advertising to accomplish.

For example, if your goal is to focus on one area of your business and really make that particular area grow, a generic commercial with shots of your storefront may not be the best approach to reach that goal, and it’s usually is a waste of money. However, a campaign focused on the goals you set, will help guide your business in reaching more qualified prospects.

Question 2: Who’s Your Target?

Based on your goal above, what demographic will you target to make sure that your advertising message is directed at the right people?

We know you’re bombarded by media sales people day in and day out. While some of their products might be a good fit, others might not fit either #1 or #2. Don’t let those impulse decisions guide your end goal.

Think about the times when you go to the grocery store without a list. Do you always come out spending more money than you anticipated? Did you end up forgetting something? The answer to both questions is usually ‘YES.’ When you’ve identified your goal and then, identified your target, you will not only save money, but you’ll also be speaking to the right customers for your business.

Question 3: Are You ASKING for the SALE?

It seems like a no brainer, right? But again, it’s more often than not overlooked. If you’re selling widgets, make sure you include that you’re selling widgets in your message. Why do people need to come and see you? Because they need that widget. Let them know you have it.

Then, make sure your staff is trained and ready for clients to walk through the door, and, of course…they should (again) ask for sale!

While there are many people who ‘window shop,’ there’s a far better chance that they are in your store for a reason. They want something that you have and they found out you had it through some form of advertising. SELL THEM! CLOSE THEM! All you have to do is ask. Then, once you have their business, make sure to maintain that relationship by frequent contact and support.

By taking control of your message and making sure that it’s targeted to the right people, there’s no reason why you shouldn’t make sales, which will then start to raise your bottom line.

Would like us to help you create a marketing plan for your company or for a future campaign? Give us a call at 432.218.6736 or email info@sdbcreativegroup.com.

For more information about SDB Creative Group, check out our website: www.sdbcreativegroup.com.

SDB Creative Group. Focused on your success. Empowering your future.

Every week, we’re breaking down the 5 Key Strategies for a Successful Oil Show. 

This week, we discuss ‘Staff Training.’ Read on for 18 Training tips as you plan for this year’s Oil Show…or for any trade show or expo.

Staff Training

  1. Practice, practice, practice.
  2. Brief your team on common trade show espionage practices and how to defend against them.
  3. Give each booth staffer a specific role, with job expectations clearly spelled out.
  4. Stress the value of friendly greetings, polite manners, and appropriate body language.
  5. Take the time to familiarize your team with the lead collection technology you’ll be using before the trade show.
  6. Make sure at least some of the people going to the show are prepared to answer technical questions.
  7. Establish a dress code for your staffers: They’ll look more professional and act as better ambassadors for your company.
  8. Practice asking qualifying questions with your booth staffers.
  9. Product demonstrations are a great way to draw a crowd: Make sure your team knows how to give an effective, engaging presentation by having them practice before the trade show.
  10. If you are sponsoring entertainment, a speaker, or other event, make sure your team knows what to do during this time.
  11. Designate a ‘go-to’ person to act as a liaison with trade show management. The better your relationship with management is, the better your show experience will be.
  12. Read the exhibitor’s service manual it. It’s full of valuable information to help ensure a stress-free show.
  13. Establish a follow up protocol for hot leads, promising prospects, and likely customers. Use this protocol to turn leads into sales.
  14. Decide on your main message: make it a single, short sentence that’s memorable.
  15. Before the show, visit your booth as an attendee would.
  16. Arm your staffers with answers to common objections.
  17. Learn to more quickly disengage with unqualified attendees.
  18. Hold a contest to reward the staffers who take the highest quantity of qualified leads.

Can we help you with this year’s Oil Show or any upcoming trade show or expo? Give us a call at 432.218.6736 or check out our website at www.sdbcreativegroup.com.