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.
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 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?
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ABM
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