I would like you to think about all the steps that you listed in your selling cycle. In your post, present approximate costs of promotion and advertising (direct mail, telemarketing, banner, ads, catalogs, etc.) Determine the total marketing budget required and list all the costs in the table.
In terms of my advertising, I have met with a couple people to talk about Google Ad Words and while both of them actually sell Google Ad Words, they both suggested it would be a very expensive way to advertise and actually advised against it.
I have done some advertising on Facebook and that has worked out ok, but I am not willing to spend more than $200 per month on Facebook ads.
Direct mail, telemarketing, banners, and catalogs are not options either. These do not serve my business or market very well.
I currently have an ad in our local fitness publication, Oblique Magazine, but this is paid for through trade and has only been moderately successful in getting people on my email list and subscribed to my podcast. I still haven't converted any of these local readers to clients.
Sweat equity is my best marketing option.
Stephanie,
ReplyDeleteI think you make a good point about low value of direct mail, telemarketing and banners. In the type fitness industry that you are focusing your business I don't see that any of those are going to generate enough business to justify the cash expenditure.
However, have you considered some of the non-Facebook social media options? LinkedIn has some great features where you could post articles and generate some positive buzz about the company. Also, maybe you could consider some local radio shows. All of these are some free and low cost ways of getting some marketing ideas out in the open.
Stephanie,
ReplyDeleteI respect your stance on wasteful marketing spending. You know what you want to achieve, you know what you want to spend and you know how you are going to do it. I've always been a firm believer that if someone wants something, they are going to go out of their way and make it happen. Blind direct mailings and even print advertisements at times still do not reach the proper audience. It goes to show one how important positive word of mouth really is. I'm not 100% sure how it works, but perhaps even something like being one of the "featured apps" on the app store or in a publication could point some new customers your way. I know I'm constantly looking for positively reviewed fitness apps and when I see a recommended one, I at least look into it.