Your Summer
3 Ways to Make
SizzleSales
Lora UllerichBrand Journalist
@coleinformation
Session Framework
• Hyper local ideas for brick and
mortar
• Referral marketing tactics
• Lend a hand and drive traffic
• 5 action points
• $50 Giveaway• Dashboard questions• Get Social:
• @coleinformation• Facebook.com/coleinformation
Housekeeping
4
• Cole Information• Published in 1947• Blue Book• Criss-cross directory of addresses
and phone numbers
• Invaluable information for: • Telemarketing• Debt collection• Law enforcement
• Today, web-based lead generation for smallbusiness.
Then & Now
• Some businesses are overwhelmed with work:•Vacation hot spots/rentals, restaurants, unique
local shops•Construction, remodeling companies• Lawn care/landscaping•Real estate
•While others are hurting for foot traffic:• Insurance •Home furnishing stores•Retail stores Summertime…
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• Like to shop close to home• 1.3 million consumers polled• 85% spend money within 5 miles of home• They’re drive farther for special events
• Like to be mobile• 91% of adults use cell phones• 56% are smart phones
Source: 8coupons.com and Pew Internet and American Life Project
Consumer Habits
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Capitalize on this trend.
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• Shop small to support community
• Consumer education focus
• Plays off consumer’s needs, desires and wants
• Combination of:• Traditional
• Digital
• Social/word of mouth
Hyper-Local Marketing
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So where do you start?
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Follow up
Create
Invite
Drive Traffic to You
Find new customers
The Event
•Have outdoor signage, balloons, et.
•Sign-in sheet asks for alternative contact info:
•Email address
•Cell phone number
•Provide a presentation.
•Include up-sell opportunities and shopable items.
•Food and drink a must!
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Summer Sidewalk Sale
• Unique to your product/service
• “Lemon Days”/customer appreciation
• Unique presentation/host
• Partner with another small
business for synergy.
• Include a can’t-refuse
offer/special for attendees only.
Hit the Road • Farmers market, festivals, fairs, etc.• Promote via social media, email,
newsletter• Make it fun
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Offer Freebie’s
• Cupcake of the day• Throw back
Thursday• Caption contests• Fun ways to interact
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Broadcast Knowledge
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The Guest List• Rule of thumb: 60% of RSPV’s show up.
• Invite 40% more RSVPs to ensure success.• Create a targeted list around brick and mortar.
• Send a postcard out to the 5 mile radius• Cole Information provides unlimited up-to-date
information. • Keep in mind:
• Average age• Length of residence• home value
Up-To-Date MKGT List
•45 million homeowners move each year
•48 million workers switch jobs
•Errors in human data entry
Tell the Neighbors!
Postcard Design
•Bold headline•Colors pop•Creative, supporting copy•Call to action•Logo •Contact info
Use Social Media
• “Daily Deal” and
“Lunch Special”
keywords
• #hashtags
Hyper-local marketing:• Location based service apps• SMS text messaging
Why it’s important:• Generate buzz = More traffic = More sales• Foster customer loyalty• Brand recognition
How:• Check in at local venues/hotspots• Provide your own tips/favorites
TMGeo Targeted Marketing
• 43% of all Google searches are local• More than 50% of mobile searches are local
Google +
26
Reminders
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Lend a Community Hand
• Donate to the cause• Lend a hand• Provide free
estimates
Show your support
Extend Your Reach
•Communicate via eNewsletter.
•Use social media to ask how people are using
product/service around the country.
•Create customer relationships by asking questions
•Start a blog and reward feedback—good and bad.
Follow-Up
Source: Insidesales.com/responseaudit
•Fifty percent never get called/emailed.
•Takes 42 hours to follow-up on a
web-based lead.
•1.63 call-back attempts.
5 Action Points
•Create an in-store event/set up temporary shop
•Use traditional media to direct traffic to your store.
•Capture alternative contact details for unique
follow-up opportunities.
•Use social media to stay top of mind.
•Add in a blog and use all forms of channels to get
your message out and stay relevant.
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