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Marketing Tactics

The Power of Repetitive Marketing

Creating a marketing process – not a marketing event – is the surest way to bring in the business.

Al Lautenslager

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What two things do the following quotes have in common?

“I did a mailing once and never got any business.”

“I sent a press release once and never got published in the newspaper.”

“I attended a chamber of commerce meeting once and never got any business from it.”

The first common element is that these are actual quotes I’ve heard – numerous times – from business owners, entrepreneurs and independent business professionals. The second thing is they all contain the word ‘once’. Doing something once is an event.

Doing it over and over again is a process. The reason those entrepreneurs made the statements above is because they viewed marketing as an event. But marketing isn’t an event – it’s a process, something you’ll need to do over and over again if you want to achieve results.

Direct marketing guru and Entrepreneur columnist Dan Kennedy is a famed proponent of the use of sequential mailings. His recommendation, one that has been proven over and over, is that a series of three mailings that have crafted messages with irresistible offers will attract potential customers.

Other experts say it takes six to eight times of ‘touching’ a prospect before they get in purchase-readiness mode. This puts you at the forefront of their awareness so when the time comes for them to want or need your product, they immediately think of you.

Be seen and heard

Let me explain how it works. Many times, I’ll show up at a networking event and hear this from the people I meet: “I see you everywhere.” What these people mean isn’t that they literally see me everywhere, but that they hear about my networking events, they see our company’s name in the paper as a result of a press release, they see an ad for a seminar I’m presenting on direct marketing or guerrilla marketing, or they’ve received a postcard or letter from me.

If you add these efforts up, I’ve most likely touched a prospect at least four or five times before they start recognising my name. They think they see me every-where because I put my marketing messages where my target market happens to be, and I do this over and over – creating a true marketing process.

Do I get business when I hear that my prospects have seen me everywhere? Not necessarily, but it provides confirmation that my marketing efforts are working, it’s one more touch my prospects will remember, and when that person wants or needs my services, they’re going to think of that person or company they “see everywhere.”

Don’t get discouraged if the response you get from one of your marketing initiatives is lower than you expected. Do it again – your response rate will go up. And plan your marketing efforts so there’s this sense of repetitiveness.

Jay Conrad Levinson, my co-author in Guerrilla Marketing in 30 Days, told me once that 90% of all marketing decisions are made with a customer’s subconscious mind. And the way to approach and get into this subconscious mind is through repetition.

This has been proven by both researchers and practitioners. I’ve certainly experienced it in my own direct mail programme and when I network.

And it all goes back to Direct Sales 101. There you learn that it takes a minimum of six times of contacting a prospect before they’re ready to purchase. You’ll also learn that most salespeople stop after just three contacts. Look at the gap of potential business represented there.

Consistency pays

Marketing works the same way. I’ve literally gotten business from prospects who have contacted me after many, many months of sending them mailings, and they tell me, “You’ve been mailing something to me every month for the past year.

It’s time we do business together.” This never would have happened if I’d stopped my mailings at three.

So take my advice: Plan out your marketing efforts, keep the idea of repetitiveness in mind, put your activities on a calendar, and measure the increased activity you’re sure to see results from as you work through your marketing process.

Al Lautenslager is a marketing and PR consultant, guerrilla marketing coach and direct-mail promotion specialist.

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Marketing Tactics

4 Ways To Implement Strategic Marketing Without Breaking The Bank

Marketing your start-up is all about the right strategies, not how much money you spend. You need to build your reputation from the ground up. Here’s how you can get started.

Mongezi Mtati

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Strategic marketing

Building a fledgling business is as much about increasing your client base as it is about building a positive reputation around the business and its expertise. Many experts and seasoned entrepreneurs argue that clients buy from people they trust and building that trust hinges on various parameters.

Take Steve Jobs, Wendy Luhabe, Richard Branson and many other leading business minds whose brands are built on years of credibility and trust. The truth is that equal attention needs to be given to great products and building trust within your client base.

Here are five skills that we’ve used to build our reputation at WordStart.

1Sharpen your writing skills for media and general communication

Create media coverage. Write on a company platform (like a blog) or for established media outlets. This will position you and your business in ways that get people to listen and share your knowledge.

Having your name next to an article on a respected platform can lead to useful connections with relevant contacts. A series of media features and industry commentary also help to position your business and team as experts in your field.

2Share industry trends

People will generally do research in and around an industry to find insights and trends, sometimes before they buy anything in that industry — and even afterwards. When I search for information on photography, Canon appears more than any other brand and they tend to set the scene on which device to buy.

Imagine your business is construction and that homeowners endorse your skills as a home improvement specialist. Packaging your knowledge into industry trends is also a great way to use your own lessons about the industry as you grow and it also helps you to connect with potential customers. Useful information with your name on it can increase your sales and client base.

3Edit. Edit. Edit

back-space

Something that cannot be stressed enough is that your writing in client documents can tarnish your brand. Many businesses tend to overlook the importance of grammar in their documents.

It can be difficult to reread and rewrite documents that you use in the business, but that is precisely what can lead to the loss of new and existing business.

Pay attention to how your business uses language and edit that work. When in doubt, read it again and be sure that nothing was missed. 

4Practice public speaking and search for opportunities

After you have written for various publications, you increase the likelihood of being invited to speak at conferences and seminars, which means that people put a face and voice to the written expertise. In some instances, the speaking engagements can be paid for by conference organisers which can be an additional revenue stream.

Public speaking, especially industry-related speaking, will increase the likelihood of selling more products or services and this will separate you from the competition. By increasing the trust customers have in you, you can improve the likelihood of them buying from you.

Once a business is positioned as a team of experts with the ability to speak for their industry, opportunities open up for that business to create unique content. Industry leaders who are able to help the public to connect the dots through the information they share are regularly on guest lists.

Is there anything you can share that your industry peers and the public may find eye-opening? There may be a conference organiser looking for you.

5Educate the market and build a client base

One of the advantages of being part of an industry is that you have inside information that the general public does not have. This presents an opportunity for you and your business to become a self-nominated industry mouthpiece.

When an individual and business share news about an industry, they can create a new client base because the public associates them with that information.

One of the best cases in South Africa is Discovery’s Vitality rewards programme, where you earn points for being healthy. This does not mean that Momentum, Bonitas, Sanlam, Sizwe and other players do not have similar or even better offerings. Vitality is more visible and more vocal about the fact that leading a healthier life can get you rewards.


A great reputation may lead to positive word-of-mouth for your business and increased sales over a longer period than a single marketing message.

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Marketing Tactics

Cut The Bull That Comes With Women Saudi Drivers

If there is an opportunity to increase sales and dominate a market, hell they are going in, briefing their agencies to start the marketing and… well, cue the thoughtlessness.

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women-drivers

Women belong in the kitchen, right? Wrong! Now they can drive in Saudi, and you know what that means? They can fetch the groceries too!

Bet the Feminists clicked on this article looking to wage a social media war. No need. The afore mentioned thinking is exactly how the quick acting social media teams of major car manufacturers are acting after King Salman announced the lift on banning women drivers in the kingdom.

Whether we think it’s progressive is not the debate here right now. I personally think its great that such a country who has long ‘protected’ its women from the horrors on the road now believes that women are capable of taking care of themselves out there. The issue? Let’s take one step back and mention one South African social brand so you can see where I am heading. Take Bic Pens with their infamous 2015 #HappyWomensDay post reading, “Look like a Girl, Act like a Lady, Think like a Man, Work like a Boss”. 

bic-campaign-on-womens-day

What does a Pen in South Africa and a Car in Saudi Araba have in common you ask? All their CEO’s have a twig and two berries (66% of those car manufacturers who ‘praised’ Saudi Women drivers on social, are white men) and they didn’t get there without some form of business knowledge.

Related: 10 Laws Of Social Media Marketing

If there is an opportunity to increase sales and dominate a market, hell they are going in, briefing their agencies to start the marketing and… well, cue the thoughtlessness.

Thinking before Tweeting 

There is nothing like a good tactical on Social Media. Every brand wants to be Oreos during the super bowl when the lights went out. Every Marketing Manager wants to be the one to get his or her clever execution out first because time is of the essence.

Did the car manufacturers do great tactical work? Absolutely!

Did the car manufacturers think about the role they didn’t play in the fight for the cause? Absolutely NOT! They just saw another opportunity to capitalise on ‘to be relevant’.

This ever-connected digital world we live in comes with an opportunity for brands to build deep relationships with their customers. Sure relevance is key, but do (straight, white, male) brands have a place in that conversation now that the hard work is done (by strong Saudi Women)? Was fighting for women’s rights to drive in Saudi ever part of their Brand DNA before the last week of September 2017? Nope, they just see an increase in sales come June 2018.

Common amongst those tactical auto brands’ values were customer service promises, the comfort of people in cars, and sustainability. Only one vouched for the respect for diversity, while another strived for integrity, vowing to keep its doors open to men and women alike. While I can understand that a Trans National Corporation needed to respect culture and politicophere of Saudi to be able to operate there, was there not an opportunity to lead the charge and help the 10- year fight for equality on the Kingdom’s roads? Would their auto brands need to advertise after being part of the battle after that?

The irony is that The Women to Drive Movement started with a 2007 YouTube video. Did none of these brands have an ORM tool that picked this up? I wonder if any evaluated the risks vs the returns had they supported the movement.

Sullivan Principles Anyone?

Back in 1977, The Sullivan Principles was a part of the world’s Corporate Social Responsibility as brands applied pressure on apartheid, South Africa. The corporate protest came with the thought that if business divested in SA, apartheid would eventually be cash-strapped and collapse. At the time General Motors was the biggest employer of Black South Africans and eventually was the first to pull out.

In 1999 the new Global Sullivan Principles was unveiled by UN Secretary General Kofi Annan and the preamble reads:

“The objectives of the Global Sullivan Principles are to support economic, social and political justice by companies where they do business; to support human rights and to encourage equal opportunity at all levels of employment, including racial and gender diversity on decision making committees and boards; to train and advance disadvantaged workers for technical, supervisory and management opportunities; and to assist with greater tolerance and understanding among peoples; thereby, helping to improve the quality of life for communities, workers and children with dignity and equality.”

Related: Direct Marketing: Go Where Your Customers Are

The first part of the new Sullivan Principles reads:

(We) “express our support for universal human rights and, particularly, those of our employees, the communities within which we operate, and parties with whom we do business.”

If brands actually invested in the people and their lives first, the customers will follow. Do this and there would be no need to be super tactical when it comes to the celebrations of the marginalised. We need brands to value ethical and corporate social responsibility they have in the markets they operate in. We have seen that the likes of General Motors can have an impact on a country, especially in South Africa (let’s drop the fact that they have divested again for the purposes of this).

Bottom line is advertising, marketing and brands have the power to shape the world years before a few people can go at it alone. Yes, businesses need to make money, but see the bigger returns when you are a part of something. The returns will be greater than the PR value you got on that meaningless, thoughtless, and unearned tweet. I promise you.

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Marketing Tactics

4 Unique Marketing Ideas For SMEs On A Budget

There are a plethora of unique marketing ideas that have been proven to be effective and require only a modest initial investment.

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When it comes to marketing, some business owners have to work on a shoestring budget. In fact, deciding which marketing or advertising strategies will yield the greatest results for the least amount of capital is one of the toughest challenges facing small to medium enterprises.

Thankfully, there are a plethora of unique marketing ideas that have been proven to be effective and require only a modest initial investment.

1Generate online buzz through digital PR

Building a relationship with the press is a great way to get the word out. Try finding blogs, newspapers, tabloids, magazines, and webzines that are relevant to your business and offer them an exclusive press release. Most news outlets will list a telephone number you can call or email address you can write for press inquiries.

If you’re a locally-oriented business, try reaching out to smaller publications like community newspapers or newsletters.

Remember to be courteous and not too pushy with the editors and reporters you come in contact with. It’s their choice whether they want to cover the story or not. The goal is to build a working relationship with them, and an overly aggressive or hostile attitude can jeopardize any chance of positive coverage in the future.

Journalists will take an objective approach to covering your press release, so don’t expect coverage to always be glowing. Still, it’s an incredibly effective way to start spreading word-of-mouth about your business. Articles like these help generate buzz about new startups, and people are more inclined to read them because they aren’t paid adverts.

2Email marketing

Email marketing

Email marketing is “a type of direct digital marketing that uses electronic mail (also called email or e-mail) as the marketing communication delivery method.” It’s also one of the most effective, yet under-utilised marketing tools you can utilise on a tight budget.

The trick to successful email marketing is garnering a large roster of subscribers. This can be accomplished a number of ways. The most successful, by far, is by offering potential subscribers a free resource. Just what this resource is depends on your business, but it should be something a consumer would find highly valuable.

When it comes to email marketing software, there are quite a few options are your disposal. MailChimp is free to start with, but puts a price-tag on premium features. ReachMail is also free for up to 5 000 subscribers and 15 000 emails per month.

Related: Beginners Guide To Digital Marketing In South Africa (PART 5)

3Offer promotional vouchers and special deals

Offering coupons, vouchers, special deals, and one-time offers is a great way to attract new customers. It’s doubly beneficial because these new customers are more likely to be loyal to your business in the future.

While printing vouchers in a local paper works best for small, brick-and-mortar enterprises, don’t under-estimate the value of online promotions. Voucher Bin example of a website that connects consumers with businesses and brands offering special promotions.

4Social media influencer marketing

Whether your monthly budget is $1000 or $1,000,000, a good long-term marketing strategy should always be oriented around building beneficial relationships. The term influencer marketing refers to doing just that.

Related: Beginners Guide To Digital Marketing In South Africa (PART 4)

Though the concept has been with us for a long time, only recently has social media brought it to the forefront of modern marketing strategies.

“Influencer marketing can be loosely defined as a form of marketing that identifies and targets individuals with influence over potential buyers,” writes Kyle Wong in Forbes magazine.

“In the past, brands may have focused on popular bloggers and celebrities but today there is a new wave of ‘everyday’ consumers that can have just as large an impact.”

Try finding individuals who are influential on social media (look at their number of followers and post interactions) and offer he or she a few perks for mentioning your brand, product, or business. Try to target your efforts at people who would have a legitimate, enthusiastic interest in what your organization does.

Remember, you’re trying to build a long-term relationship with these individuals, so always approach respectfully and through the appropriate channels.

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