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ABM

ABM

You've learned the ABC and the 123. Now it's time to make sure you know the ABM. What does ABM stand for?

ALWAYS BE MARKETING.

Does that mean that you should always be running advertising in the media? Should you be walking the streets every night, dropping leaflets in letterboxes? Should you be phoning people and trying to get them to buy something? Should you be holding Stocktaking Sales and Easter Sales and Mothers Day Sales and Bastille Day Sales and, …?

The answer is YES … and NO.

The real answer is that all of those things are ADVERTISING and SELLING STRATEGIES.

THEY ARE ONLY ONE PART OF YOUR MARKETING STRATEGIES.

There are many other things you can do to keep your name up there in lights. And it doesn't have to cost you a fortune.

The aim is to keep your business in people's minds and to keep them wanting what you are selling.

IT IS BETTER TO GIVE THAN TO RECEIVE.

Think about what you can do to help your customers remember you when they want what you sell. I can give you a few examples, and I'll bet you can think of many more.

So, if you can take away ONE idea that can work for you, AND PUT IT INTO ACTION, you have to be better off. Here are some obvious ones.

The Butcher.

You don't see as many of this breed these days because they're mostly hidden away in the bowels of supermarkets. But the "real" butcher in his own Butcher's shop still exists here and there. How does he still compete with the supermarkets?

He flirts with the women customers; tells risqué jokes to the men, and gives pieces of fritz to the kids. He sings while he chops the chops and he throws in an extra sausage for nothing.

The Hairdresser

Remembers your name. Asks how you are. Gives you a cup of coffee while you're waiting. Makes you feel good as well as look good and smell good.

Tyre fitters

Invite you back for a free 10,000 km rotation, balance and safety check.

The interior decorator

Proclaims yours is the best job he's ever done, " ...don't you agree?" Gives you two business cards. One to keep and one for a friend.

The Real Estate Agent

Gives a framed sketch of the house to the outgoing owners as a memento.

The local supermarket

Offers free delivery.

McDonalds

Sponsor kids' sports teams.

Then there are the REPEAT BUSINESS SYSTEMS.

What happens when you go to the dentist?

If your teeth are perfect, … and they hardly ever are, you still have the opportunity to make your next checkup appointment before you leave.

Think about it!

Then there are the CO-OPERATIVE SYSTEMS.

  • The restaurant that gives movie tickets with dinner.

  • Credit cards with loyalty and frequent flyer points.

This is a VALUE ADDED EXERCISE. GIVE SOMETHING EXTRA FOR NOTHING.

How can you add value to your product or service?

 

Then there is the happy situation where some other business or organisation promotes your business or product.

  • The car service centre that uses only "GENUINE" parts.

  • The publisher who includes the Printer's name in the front of the book.

 

The HOUSEHOLD NAME syndrome:

  • How many people call a ballpoint pen a BIRO?

  • Who HOOVERS the carpets?

  • When you're out partying and it's time for a soft drink, what do you order? (a Coke)

  • Order a sandwich from a snack bar and they ask you if you want BUTTER. If you say yes, they spread margarine on your bread.

  • You don't wear jeans - you wear LEVI'S

  • You don't wear a hat - you wear an AKUBRA

  • If your computer is not a Macintosh it's an IBM.

 

EVERYONE HAS AN ANGLE.
WHAT'S YOURS?

Remember … ABM

Always Be Marketing.

 

 How can we help you? 


 
     

 

 

 

 

ã Copyright 2008 Active Business Systems Pty Ltd                        Last updated 18 December, 2008