InfusionCon is bursting with energy.  This is a user conference for InfusionSoft customers — but I would recommend it for every entrepreneur and small business owner who is ready to grow their business.  You will learn how to maximize your business idea and reach a targeted and enthusiastic audience using InfusionSoft software. (more…)

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InfusionCon is literally teeming with entrepreneurs who are committed to building a turnkey marketing system using InfusionSoft software and their ingenuity. (more…)

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I’m currently at the InfusionCon marketing conference in Phoenix, Arizona.  I’m here as part of Anita Campbell’s Small Business Trends team and our objective is to promote BizSugar — the only bookmarking site dedicated specifically to small business. (more…)

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I’ve just recently read and reviewed John Warillow’s book “Built to Sell” (It’s not up yet, so I’m sending you to this article by John himself!)  This is an outstanding book and if you own Michael Gerber’s eMyth, then “Built to Sell” is a must buy and a must read. (more…)

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What if you could increase sales by simply setting yourself apart from the competition with some quantitative, relevent elements that your customer cares about?

In this series of posts, we’re taking on the challenge of doing exactly that – step-by-step. In the first post, we simply got our arms around the fact that a competitive advantage was quantifiable and objective, not claimed by another competitor and NOT a cliche. (more…)

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This week’s book review on Small Business Trends is on “Creating Competitive Advantage” by Jaynie L. Smith.   You can see a summary of the book review as a feature video as well.  It’s one thing to read the book, get the principles and think that it’s a great idea, it’s quite another to sit yourself down and start comping up with a real competitive advantage that you can use to actually increase your sales. (more…)

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July 20, 2009
11:30 am	to	12:30 pm

In this particular conversation, we were talking about working a structured referral strategy. What I mean by structured is that you are actively “working” referral relationships and NOT to makeing them this wonderful surprise! Referrals are a result of your customers and contacts selling for you. Read more…

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July 13, 2009
11:30 am	to	12:30 pm

I’ve been working with some clients recently on trade show and event marketing strategies.  I have to admit that it’s been a while since I’ve ordered pens and mouse-pads for shows – but I have to think that there HAS to be something better out there than the traditional pens and sticky notes!  Don’t YOU?

Today we’re chatting about how promotional items can build your brand and we’re trying to collect your tips and ideas on how you’ve successfully used a wide variety of promo items.

Our guest guru today is @Bruce Felber, Felber and Felber Marketing.  While they do all kinds of traditional marketing stuff – my FAVORITE way to think of these guys is 3-D marketing!  That means they are brilliant at direct marketing and using 3-dimensional items (promo items) to get their prospects to choose YOU.

Q1.  What’s the difference between a promo item and a premium?

ScottBradley: @DIYMKTchat When I think of schwag I think about the stuff you pick up on the tables at career fairs #DIYMKT

BruceFelber: #diymkt Promotional items given away w/no strings attached. Premiums require either a purchase or or some form of buy in.

BruceFelber: #diymkt Price of the item is NOT the determining factor.

ScottBradley: @DIYMKTchat When I think of a promo item I think about an “add on” to a specific purchase #DIYMKT

mabynshingleton: Promo items are giveaways to promote a cause, service or business. They are always at trade shows. #diymkt

mabynshingleton: Stuff We All Get (S.W.A.G.) … #diymkt

Q2. What’s your favorite kind of promo item to use and why?

ScottBradley: @DIYMKTchat Pens are always fun, or the squishy stress balls! #DIYMKT

BruceFelber: #diymkt A good video to explain why promotional items work. http://tinyurl.com/lpjg2u

mabynshingleton: @DIYMKTchat Q2. favorite kind of promo item = useful items…and here it all depends on budget. #DIYMKT

burkonsconsult: Q2 – Cloth carry bags w/logos – esp in today’s green world. #DIYMKT

helpitcrashed: @DIYMKTchat I always go with pens or magnetic business cards that I leave for clients I visit/meet #DIYMKT

BruceFelber: #diymkt So many items today that are green, But be aware of ‘green washing’ and do it right.

Q3.  What’s your process of figuring out what kind of item you’re going to choose?

BruceFelber: #diymkt See this recent blog entry, Cost effective at many budgets. http://tinyurl.com/kr6dln

BruceFelber: #diymkt Using promotions as part of your direct mail campaign will yield higher results. Permanent advertising works when you can’t.

helpitcrashed: @DIYMKTchat Budget is key for me as I have none, leaving pens in restaurants and bank lobbies always works for local exposure#DIYMKT

BruceFelber: #diymkt look at the message you need to get out there; look at how many people you need to reach; then the budget to reach that audience.

BruceFelber: #diymkt Make sure you always have some “call to action” on any piece unless an award or impact campaign.

BruceFelber: #diymkt Here is an example of promotional items as part of a PR campaign. http://tinyurl.com/mdrssr

Q4. Is it better to pick products that are “permanent” or products that disappear (food)

burkonsconsult: For me, the need is generally in the future, so I need products that are permanent or used often. When the need arises, there I am. #DIYMKT

mabynshingleton: I think you have to decide what your objectives are. For the St. Patrick’s Day parade here, we throw green logoed cups to the crowd. #DIYMKT

BruceFelber: #diymkt Food items are very effective if the message and delivery method is on target. Consider the carrier of the food item.

BruceFelber: #diymkt Ebroidered and screened apparel is 40% of all promotional items today. See http://tinyurl.com/nkufdc

BruceFelber: #diymkt Try this liink on wearing apparel http://tinyurl.com/dj8dwz

BruceFelber: #diymkt Consider family and business reunions, open houses and special events. Wearing apparel can be used to brand an event.

Q5. What’s the benefit of using a promo consultant or firm?

burkonsconsult: Q5 – not having to do it yourself and letting a professional do it. #DIYMKT

Q6. Share a promo item success.  Why did it rock?

BruceFelber: #diymkt I once used apples with an imprint (yes food safe ink) for a Johnny Appleseed promotion.

DIYMKTchat: @BruceFelber I’ve seen people with different colored shirts at family reunions to designate which “child” or which generation – fun #DIYMKT

BruceFelber: #diymkt another effect use is to put kits or packages together for special events, meetings etc. Education use is highly effective.

BruceFelber: #diymkt This was a very successful campaign using promotional items to open the door. http://tinyurl.com/npddgn

BruceFelber: #diymkt Consider the Co-op campaigsn where several companies share the cost and outcome. See http://tinyurl.com/nret5f

Q7. What’s the one thing we all should do when thinking about promo items?

helpitcrashed: @DIYMKTchat remember that Call to Action!! #DIYMKT

BruceFelber: #diymkt Don’t give up on trade show marketing. Still great way to reach many. http://tinyurl.com/ar9s5j

BruceFelber: #diymkt q7 – consider the recipient and expected outcome. Are we branding, informing, promoting an event, thanking a client or employee?

BruceFelber: RT @helpitcrashed: @DIYMKTchat remember that Call to Action!! #DIYMKT Yes number one. Message, contact info etc.

BruceFelber: #diymkt One more link. http://tinyurl.com/mx3bsh

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I’m currently in the process of pulling together a marketing plan. It’s recently dawned on me that I hadn’t really done a “Marketing Plan Document” in YEARS! But that doesn’t mean I hadn’t done a marketing plan. In fact, I’ve done several of them – for myself and for clients. Read more…

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What are you doing with all those digital or virtual relationships that you’ve built up over the months or years on social media?  If you’re still asking yourself the question of how social media is going to make you money or help you reach more customers, chances are you’re not doing enough to make that happen.  Not because you don’t want to – but because it takes a little practice to figure out just how social media can work and fit into your marketing plan.

In our tweet chat on the relationship between social media and PR, there was consensus that the two worked together, enhancing the strength of the other; social media with authentic relationships and PR with communicating a message and a story.

Yet we all know that social media creates a value beyond that, but we haven’t quite worked out the leverage formula.  I’m going to start one here.  Please feel free to add on and provide your tips in the comment area.

1. Set marketing goals around your social media tools.  First comes the goal, then comes the tool that helps you achieve it.  Once you’ve gone through that process, you can look at the tool and see in what ways you can leverage that tool to reach your marketing goals.  For example; one of my marketing goals is to be a resource of expertise for my clients.  I primarily use LinkedIn for this objective.  So, I make sure that I have some kind of relationship with my LinkedIn contacts. I want to know who they are, what they look like, what they are good at.  I’d like to have a conversation with them over the phone, etc.  I want to know who they are and how I can refer them.
2. Conduct “referral meetings” online or on the phone.  Social media will increase your sphere of influence – but not if you haven’t taken the extra step of getting to know the people you’re connected to.  The easiest way to do this is daily.  If you reach out to someone you don’t know and want to add them to your LinkedIn or Facebook account, then make sure you schedule a phone or live meeting if you can.
3. Look for opportunities to work together. This is something that’s often overlooked.  It’s one thing to talk about what each of you is looking for, but another to talk about what opportunities you can create together by merging your areas of expertise.

I’ve been putting this process to work over the last few months and it has yielding more opportunities that I can schedule in the short term.

How have YOU leveraged your social media relationships to create new opportunities?

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