Marketing Your Business
The reason we
promote our
business locally
is to increase
PROFITS
Two Methods
Blanket Marketing
Target Marketing
Customer Contacts
2% of sales made on the First Customer Contact
3% of sales made on the Second Customer Contact
5% of sales made on the Fourth Customer Contact
10% of sales made on the Third Customer Contact
80% of sales made on the Fifth Customer Contact
Customer Contacts
What is a Customer Contact?
Customer Contacts
Every 100 cards expect up to 2
Enquiries not Orders
Local Promotional Plan
Last produced in 2010 updated for 2015
Customers Who Stop Our Service
Customers Die
Customers Move
Customers Retire
Financial Changes in Circumstances
Case Study
Guinness in UK
1960’s Had 88% Market Share of
Stout Market in UK
In First Year lost 31% market Share
Guinness in UK
Doubled Marketing Budget in third year
Increased Market Share by 1%
Guinness in UK
Did not recover their original Market
Position until early 80’s
Cost over 20 years Equivalent to 5 times
original budget each year
2015 Promotional Campaign
Pick what you want from the program
BUT Do IT Well!
How Much Should I Spend?
2.5% of Projected Turnover to Maintain Status Quo
4.0% of Projected Turnover to Increase Turnover if
profitable last year
10.% of Last Year's Turnover to Increase Turnover if
Unprofitable last year
Telephone Calls
Target 10,000 Telephone Calls
An Increase of 87% on 2014