Posted On January 6th, 2010
This is part 2 out of a 4 part series this month, highlighting my Top 8 New Years Resolutions for IT Marketers.
New Years Resolution #3: Leverage MORE of your EXISTING assets.
To do this I suppose you need to recognize what your current assets are. That would be your current customers and (hopefully) the relationship you have with them. I would also include any unconverted leads you have (you ARE keeping those people in your database and marketing to them, right?) Could be a marketing process or campaign that has worked in the past. Could be relationships you have with influencers in your market area, JV partners, your reputation, your location, etc. Below is a forum posting I wanted to include here because 1) it will help me make the above point, and 2) it will help me make a point about the NEXT New Year’s Marketing Resolution.
First, here’s the post, modified slightly for space and readability: My AT&T Yellow Page ads are up for renewal and I wanted to get some suggestions from you all! I ran the Warning ad last year under the heading “Computer Service and Repair” in one of the local books where we are located and got very few calls from it. I was thinking about running the same ad again in the same book, but this time under two headings: Computer Service and Repair and Computers Networking. I’m also considering adding it in two other books to saturate the surrounding areas. One would be in the capital city area (much larger book and distribution) and the other book would be targeting South of us. The pricing for this is very expensive even after all of their “discounts” and was wondering how much of your budget you all dedicate to this type of advertising? Our existing ad costs $213 per month for ONE heading.
Option 1: Renew our existing ad in the same book under TWO headings for the same cost ($213 per month). They’ll give me this deal if I commit to the advertising in the other books. I could also add the same ad to another small book for an additional $101 per month.
Option 2: Total for the two small books = $315 per month.
Option 3: I could also run the Warning ad in a new larger book under TWO headings for a cost of $741 for each heading, PER MONTH!
Option 4: Try their NEW program for $33 PER CALL for each heading.
Option 5: Run the ad in all 3 phone books for $315 per month plus $33 PER CALL for the large book.
Option 6: Pay $315 per month for the two small books + $741 for one heading for a total of $1,056 per month.
Option 7: Pay $315 per month for the two small books + $741×2 for one heading for a total of $1,797 per month.
Money is limited and we have just begun the following:
1. Mailed a newsletter to our existing clients.
2. Hired a telemarketing firm to scrub our list, qualify the leads and set up appointments for us.
3. Mail postcards to prospects.
4. Budgeted $1,000 for Google and Online PPC.
5. Implemented Call and Online tracking to see which of our ad campaigns are working best.
Money is limited, and I know we need to be listed in the phone books, but just didn’t know how much of our budget should consist of the books (in percentage). In the past, we have found that we get the best quality leads from our Google PPC ads…Thanks!
Okay, a few things. First… Read full article and comment →