Be savvy this summer and keep sales sizzling

With summer on our doorstep most businesses (except seasonal) may find business generally slowing down. While your competitors are off on vacation it may be a good time to approach prospects for new business. In fact, it is a great time to start new relationships and build business contacts for booming fall profits.

Planning for projects slated for the fall and winter many times begin in spring and summer…this may be a great time to build your sales relationships to make sure your business is a part of the future business planning with your current and prospective customers.

Start with introducing yourself to new potential customers via the following avenues:

• Sponsor a summer event and attend the event to meet the participants and interact with everyone. Relationship building is a wonderful opportunity with sponsorship participation. Community relations are also increased if the sponsorship is with a non-profit effort. This type of cause-related marketing is a win-win effort if properly matched, planned and actively participated in.
• Keep in contact with current customers and past customers via quick e-mails or calls.
• Provide updated information about any new service your business provides to current customers, past customers and prospective customers. This is also a good time to remind them of all business capabilities, and benefits of working with your company.
• Call customers or prospective customers to politely find out their summer vacation schedule and make note of these dates. Be sure to respect their schedule and be wary of the optimal time to set up an appointment.
• Set up an appointment after their vacation – allow one or two weeks for them to get caught up and settle back into their work routine. Do not call them the week before their vacation unless they request a meeting.
• To build relationships, e-mail them before their vacation to wish them a relaxing time or e-mail them a short "Welcome Back-hope you had a great vacation" e-mail several days after they return (they may have many emergency calls and e-mails to respond to the first several days back to work so send your e-mail after that initial rush is over.) Since your e-mail will be handy, they can respond easily if there is a pressing matter to talk to you about.

Be Smart, Savvy, Swift and Strategic

The lucrative business of new product roll out is worth planning for. Developing a concept from an idea to a product is the first step... navigating the new product to the mass market and concrete sales are ultimate goals.

The following are essential elements of a successful product launch:

Be Smart

Know your new product's target consumer and be sure there is a need or a want for the product. Study the demographics and psychographics of the end users of the product and be sure your product is created to serve the consumer's needs.

Be Savvy

Test launch your new product with the target market and receive honest feedback then make savvy product updates as needed.

The most effective test launches are when consumers use the product with no-pay or reciprocation. Impartial testing is needed. Important feedback on the product allows for fine tuning prior to mass market introduction.

Be Swift

Innovation is the name of the game in new product roll-out. Be swift to be the first in the market - take the lead. The first to market is remembered, the second and thereafter are considered knock-offs.

If your product already exists, consider creating an updated version of the product. You might not be first, but being better will draw consumers.

Be Strategic

Plan and perfect the steps needed for the new product launch. Most importantly, strategic timelines for the launch must be kept with constant updating. Precise communication with manufacturing, packaging, marketing and distributors will make the new product launch a strategic success.

Five Advertising Mistakes to Avoid

Advertising is the salesmanship of goods and/or services through media. Getting the advertising message correctly communicated to the target audience is the key to advertising success.

The most common advertising mistake is to create an advertising campaign based solely on artistic design and not a sales-based call to action. That is why it is so important to use experienced marketing professionals and graphic designers.

The following is a checklist of the top five advertising mistakes you do not want to make:

1. Absence of Tracking the Return on Investment for an Ad
   Creating a return on investment is the purpose for advertising. Many advertisers do not identify which ads produce response let alone measure how much revenue, if any, the ad responses generated.
   
2. Failure To Make An Offer
   The principle of salesmanship is imperative for advertising success.
   Placing an ad without the following key aspects results in an advertising disaster:
   -Offering a special purchase. Create a reason to purchase now!
   -Asking the prospective customer to purchase. Ask for the sale!
   -Making a deadline for the offer. Failing to giving a deadline for an order is a waste of time and money.
   
3. Buying Wasted Exposure
   When considering everyone as a potential customer and placing ads that hit all demographics, there is a considerable waste of money. To make advertising most effective, targeted marketing is important. Advertise to the demographic that is most apt to purchase the product or service - this will save considerable resources.
   
4. Running an All Fluff, No Substance Ad
   A "My what a great company we are" ad that does not consider the needs of the prospective customer, is not effective. Remember the "What's in it for me?" phrase when creating an ad, and make sure your ad answers that question for your potential client.
   
5. Placing Image Ads
   Failure to make an offer and only promoting the image of the company is not effective. The purpose of the ad is to sell a product or service and failure to do so in every ad means your ad campaign is not nearly as effictive as it could be.

To avoid these top advertising mistakes know your target market, your offer and ask for the sale. Working with an experienced design firm is essential to create an ad that captures attention and sells. Follow these five simple rulses and you can make advertising work for you.

Top of the mind awareness is key in building sales for any business. One avenue for "advertising" that increases your company's awareness is promotional product giveaways.

Most people enjoy receiving free things. It is important to give something that captures the audience's attention or is of use to the receiver. The more targeted an item is for an event or market, the higher the success rate for this type of "advertising." Imprinting your company's logo on items increases your company's visibility.

Pens, coffee mugs and T-shirts are some of the most well-known promotional items used by companies. These high-use items are all very visible. T-shirts, for example, with company logos are like walking billboards...as long as they are worn. So, be sure the target market you are trying to attract will wear the T-shirt or be with someone who wears it.

The following are a few important elements to consider when purchasing promotional products for your company.

Who is your target market?

Know your target market. If you are targeting conservative business professionals for a convention and hand out frisbees at your trade show booth, your money may not have been well spent. Perhaps an item that blends with your booth's theme will be more remembered or something that your target may want or use on a frequent basis.

What type of event, promotion, strategy or theme do you need to target your purchase around?

Finding the perfect item to go with your theme will help gain attention and may be more memorable. Balancing the use of unique items with appropriate or usable items is important when choosing the perfect promotional product for your company's event.

What is the budget for your promotional products?

Know your price range and set up cost needs when selecting a promotional item.

What is your strategy to hand out the products?

Just handing out products without a strategy may prove ineffective and costly.

Consider the lasting value of the product.

Will candy with a logo on the foil get you the return on the dollar another promotional item will? Probably not, because the candy will be eaten and the wrapper will be thrown away.

Making a positive impression for your business with promotional products is successful when the proper work is done to select the perfect promotional item for your business.

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