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We can help recession-proof your business by identifying and leveraging marketing
assets and opportunities. In other words by getting more from what you already have.
We offer this as a regular coaching and consulting project. So you
can budget it and know exactly what you're investing, no surprises.
Recession-proofing starts with a Marketing Audit
of your company to identify as many resources as possible that can be leveraged for little or no ongoing addition to marketing spend.
Then, we prioritise all the
opportunities and begin the real work... making things work better.
Every week, we review the previous work, set new work, help you improve the assets and progress
your company.
It's almost like a fitness programme, but unlike conventional coaching it offers real tangible consulting and expertise. Not just
facilitation.
We start with 'lower-hanging fruit'... the most lucrative, least costly and/or quickest ideas to action.
For example, the asset might be a
regularly run advertisement, an under-performing salesperson, a pallet of old brochures or an under-utilised list of past customers.
We will find ways to leverage
that asset.
Once that asset or opprtunity has been leveraged, it may not even require an ongoing increase in marketing spend to continue to enjoy better returns.
 Asset by asset,
opportunity by opportunity, we make the tangible and intangible assets in your business work harder and earn more.
Our unique approach has won attention from National Accountant magazine and we've spoken on the idea of leverage to accountants and their
clients.
In short, we can help your company increase its marketing results for little or no ongoing increase in marketing spend.
Some of the assets we can
help you leverage include:
- Advertisements
- Brochures
- Cars and travel time
- Case
studies
- Catalogues
- Contacts
- Creditors
- Customers
- Direct mail
- Downtime
- Events
- Free
publication
- Industry news
- Intellectual property
- Location
- Newsletters
- Retail space
- Sales
people
- Staff knowledge
- Websites
As well as leveraging exisitng assets, we can introduce new assets that are low-cost or low-risk,
like Google Adwords, publicity & press releases and small events.
Here are some examples of the the kinds of activities we've recommended to other
companies...
Better Sales Management
Where accountability of sales staff has been slim, we've helped introduce processes of support, accountability, mentoring and meetings to help sales staff increase volume and increase conversion rates.
For
one company, we recently helped them turn $150,000 of annual expenditure in sales retainers into a focussed, accountable and measurable item within their budget.
Utilising Downtime
For a company servicing industrials, we helped them leverage the downtime of the crews who fulfil services. We created a
programme of lead-generation that utilised the technical knowledge and nonsales manner of the crew. They conducted drive-by spotting of opportunities and dropped in with
loosely controlled scripts.
Google Adwords
Adwords is a great
way to drive traffic to your website, a good way to test different offers, and one of the lowest cost-per-lead advertising mediums in the world today.
In the
last couple of weeks, we've introduced it to an IT company and entertainment company, and improved it for a financial services company. All of them are gaining
greater results from modest increases in spends.
Cross-Selling to Existing Customers
Campaigns to new prospects are good, but campaigns to
qualified prospects are better, and campaigns to qualified prospects who've dealt with a company like yours are better still.
So it follows that campaigns to your
existing customers are the most powerful of all.
It costs you a certain amount to get a new customer. What you get out of them after that is not
nearly as fixed as the price of acquiring them in the first place.
We've just helped a company inj the health products sector to utilise their database and spare
stocks of promotional material to conduct direct-mail tests.
Advertising Makeovers
If you spend $2,000 on an ad, that spend is fixed
whether your ad gets you 10 leads or 20 leads.
Most ads are under-performing. It's a fact based on many different reports by many different companies.
Our own report on industrial advertising, released in 2005, analysed 1,300 advertisements and showed 93% of
ads fail critically important principles of advertising.
We can leverage an ad to gain more from the same investment
by reworking how it has been designed and what it says.
...
These recession-proofing activities are immediate fixes. They often take advantage of
commitments you've already made, staff you're already paying and products or services you can already deliver.
They will not create a powerful, strategically-minded
competitive positioning for you. That's the job of our Complete Marketing Programme.
But they can help
recession-proof your company by reducing wastage and by capitalising on opportunities that cost little or nothing to realise.
The recession-proofing programme costs
just $1,200+gst per day, and we recommend regular sessions to keep the pace on the improvement of assets. The sooner they're turned around, the sooner they're
working harder for you. We can meet weekly, fortnightly or monthly.
Learn more about how we can help recession-proof your business and leverage your marketing
assets.
Contact us today.
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Recession-proofing means taking existing assets and making them work harder... introducing new assets that are low-cost or low-risk... and getting more results from
your marketing
spend
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A common asset that under-performs is
advertising... our own report on industrial
advertising, released in 2005, analysed 1,300 advertisements and showed 93% of ads fail critically important principles
of advertising.
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