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Hold a promotion with a football-themed giveaway
Chances are, everyone you run into is either a football fan themselves or knows someone who is. Why not hold a promotion in which the prize is related to this celebrated pastime? Hold a customer referral program in which the person who refers the most customers to your business gets two tickets to a home game. If your city doesn’t have a professional or college team, or for a less-expensive option, cater a football-themed lunch at the winner’s office, complete with wings, nachos and other guilty-pleasures usually found around the big screen.
Hold a tailgate-style open house
Sure, fancy cocktail parties are nice, but there’s nothing like a good tailgate. Adorn your event space with football-themed decorations, grill out and serve beer. Holding an event like this creates an instant camaraderie and a fun aura around your business and is a great way to leave a positive impression on potential customers and investors.
Advertise in the program
If you target customer is mostly male, high income and sports minded, consider placing an ad in your team’s football program. Programs are read by almost every fan and usually are distributed free to everyone in the luxury boxes (a good target audience for almost every business). It’s a great way to get your message out to a large number of people, all of whom clearly have discretionary income.
A market segment is a group of people or organizations sharing characteristics that cause them to have similar product needs. Segmentation means classifying those segments into groups with similar wants, needs and budgets, making it easy to reach them with one tailored message likely to pique their interest. Recognize the niche markets where your product is succeeding. Craft a message to appeal to those people directly. You’ll see better results, more customers and more revenue 100 percent of the time.
What a market segment really is
A market segment should be identifiable by unique traits; accessible by communication and distribution channels; individual in its response to a marketing mix; consistent (not changing too quickly) and profitable as a group.
How to analyze market segments
Where do customers differ? Consider geographic area, demographic characteristics, social class, personality and benefits sought (is convenience, time saving and/or independence most important)?
Do-it-yourself profiling
You can create your own form to find out just who makes up your primary customer base. Be sure to ask for the most important information: age, approximate income, gender, occupation, how the customer learned of your business, number and age of children at home, as well as questions specific to the needs and interests of your business. This questionnaire can either be e-mailed (if your business has a contact database) or presented to your customers at time of purchase, for which their completed surveys can be redeemed for a discount on a product or service.
You can spend a small fortune to print and mail your direct mail. So here are three tips to help your mail get attention:
Send information relevant to the recipient.
Know who you’re sending to and make sure your mailing list only includes people who will be open to your message. Don’t send a panty hose mailer to a home with four male college roommates, for example.
Keep the envelope clean.
Generally, when sending high-level business information, keep your envelope simple. Don’t muck it up with huge logos or artwork.
Help them make a quick decision.
Informational copy can help recipients prioritize the mailing’s importance. Save them time by (tastefully) letting them know about the product or offer on the outside or back of the envelope.
Marketing Edge
The original marketing podcast and top-rated by listeners, Marketing Edge offers thoughtful commentary and advice on all aspects of marketing – advertising, public relations, communication strategies and the like – from host Albert Maruggi, a veteran of radio, television, politics and the corporate world.
Duct Tape Marketing
Duct Tape Marketing offers small business marketing tips, tactics and resources from host John Jantsch, one of America’s leading small business marketing experts. Jantsch interviews other entrepreneurs regularly, who offer even more insight into the world of creative, tactical marketing.
Internet Marketing VooDoo
Internet Marketing VooDoo discusses Internet marketing techniques and technologies in an easy-to-understand format. Topics include search engine marketing, e-mail and mobile marketing tips, business blogs, online communities and analytics. Each episode features industry guest experts including Fortune 500 executives, world-renowned authors and online marketing thought leaders.
93 percent of people do this before choosing a company to work with.
Look at a company’s Web site
93 percent of people look at a company’s Web site before choosing to work with them. The stat reveals just how critical it is to review your Web site to make sure it’s easy to find and presents the character of your brand in a clear and compelling way.
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