Developing an Annual Marketing Plan and Marketing Strategy
onground marketing Outsourcing firm NIBM Annexe Pune
Fulcrum Marketing is a strategic onground marketing Outsourcing firm NIBM Annexe Pune. Our team of marketing consultants also specialise in marketing planning and onground marketing for all types of business of any size.
MARKETING STRATEGY
Effective marketing organisations must be driven through sound business strategy. Fulcrum produce marketing strategy that is always well embodied by your business strategy.
The best marketing strategy does not start with creative, it starts with a marketing process.
The Fulcrum Marketing Strategy Development Process is a thorough problem solving and marketing strategy development program that focusses on solving your growth challenges and maximising the return from your company’s marketing operations. It is particularly useful for innovating within a market or creating a position of market leadership.
Overview
Indentifying key sources of growth, challenging the current business operations and identifying key growth creating activities are crucial for businesses which want to grow.
The process looks at your whole business with the aim to maximise the potential by focussing on:
reviewing your market conditions
reviewing your current market challenges and capabilities
identifying and maximising competitive advantage
creating and amplifying market positioning
developing new revenue sources
maximising market communication techniques
Action Orientated
Fulcrum works alongside senior management to develop achievable and actionable strategies and build the company plans around them. Real results are achieved when your management team have consistent and ongoing interaction with the Fulcrum team. At the end of the process, you must own the strategy and be able work the plan yourself. You are left with a growth system which is repeatable over time to achieve consistent growth. Companies effectively implementing this program often achieve more than 25% ongoing growth per annum.
Your Challenges
Business owners, senior executives and managers are frequently facing growth related issues such as: – Turning around a declining sales trend – Identifying and entering new markets – Launching new business and product lines – Identifying emerging growth opportunities – Managing the risks of growth If you have any of the above issues, then the Fulcrum Marketing Strategy Development Process is for you.
Approach
The process considers what could be rather than only what is. Whereas, a regular marketing strategy process might simply consider what a customer tells you and respond, Fulcrum considers how a customer might react when given a slightly or radically different proposition to the one currently in the market.
Benefits
Each strategy generates actionable tasks to achieve medium and long-term revenue and growth targets. Brief but highly strategic plans are created that drill down into action items. You are then lead through specific actions to implement, or the Fulcrum team implement them for you.
Development Process
Experience the Fulcrum Marketing Strategy Development Process. It is a tailored program designed to provide companies with the highly-focussed strategy development and implementation resources necessary to address specific growth challenges and opportunities.
1. Seek and learn.
Information Gathering – The first step is to gain an understanding of the market in which you are participating; target audiences, competitor offerings, current pricing and more. Review the business realities – Gain an understanding and commitment to potential resources available to make it all happen. Review the market realities – What limitations might we be dealing with and how far can we push the market potential?
2. Set the hypothesis.
Hypothesis development – Develop the potential strategic alternatives and understand what would need to happen for them to become reality. Reality test – Review the strategies for practical application, decide which are practical now and which could be left for a future date and understand what resources are necessary to make these alternatives. Solidify strategy – Make some strategic decisions to understand which alternatives provide the growth desired, build an understanding of the risks involved, ensure all strategies can work together and consider the reality of them working within the business.
3. Set the course.
Key strategies – Articulate the strategies and provide means for measurement and communication. Plan action – Develop broad and specific actions stemming from the strategies.
4. Build a foundation.
This stage involves developing a compelling ‘marketing tool box’ that clearly defines your value to the target audience and creates appropriate messages and triggers to sale.
5. Implement and educate.
The stage after the plan development involves completing agreed actions and driving deep engagement and understanding throughout the company, whilst developing the ongoing implementation activities, including allocation of resources.
Business-to-Business Marketing Strategies
What do business professionals think about marketing in the business-to-business (B2B) environment? We examined survey results and reports* that compiled data on the topic, and created a list of eight B2B marketing strategies commonly recognised as successful regardless of industry.
Referral Programs
Word of Mouth Plus
Trade Shows
Online Advertising
Remarketing
Search Engine Optimisation (SEO)
Content Marketing
Inbound Marketing
Choosing the Right Marketing Agency: Marketing Execution Vs Marketing Strategy
If you pretty much know what marketing you need to do and how it is going to be accomplished then most likely you need some type of marketing agencyto do it for you. Depending on what the activities are, you will choose a different type of agency. For example, if you are more likely to be doing TV, radio or magazine advertising you will likely need a traditional advertising agency. If it sits more in the digital realm, with a lot of Google AdWords or YouTube commercials, then a digital advertising agency is probably for you. Alternatively, you may simply need a graphic designer to bring your ideas to life.
Making Marketing Plans Happen
A marketing plan is paramount for achieving business growth. The purpose of a marketing plan is to assess the current market position of your business and develop marketing strategies and actions to undertake to meet your business objectives. Putting together a strategic plan that develops your business around your competitive advantage, and ensures that you are in a position to take advantage of your strengths, is a key to continued business prosperity. Of course, once you have the plan, making it work is the next step.
Developing an Annual Marketing Plan and Marketing Strategy
Make your business New Year resolution to start the year with an integrated marketing plan that clearly outlines your business objectives and the marketing strategies and tactics you plan to use to achieve them
An annual marketing plan helps keep businesses on track with goals and objectives for the year and ensures that marketing opportunities and budgets are maximized. Developing a marketing plan that you revisit every year is the key to success year after year.
A solid annual marketing plan should be structured with a disciplined approach to reaching your business goals and objectives, yet flexible enough to adapt to changing market conditions and business opportunities throughout the year.
Start Annual Marketing Planning by Reviewing Previous Year Marketing Performance
Before you begin the annual planning process for the coming year’s marketing efforts, you’ll want to take a close look at how you performed over the current year. Even if you did not have a structured marketing plan in place previously, you should be able to review past marketing activities and results.
Here are some questions to ask when evaluating the performance of a previous annual marketing plan or year’s activities:
Did you achieve desired results from your marketing efforts (such as improved brand recognition, X number of leads generated or sales/revenue figures)?
Which specific marketing activities were effective?
Which specific marketing activities were not effective?
Should you reallocate resources to better performing targets, markets or marketing tactics?
Has your target market, audience or geographic area changed over the year?
Were you able to stay within a marketing budget at the end of the year?
What areas of your marketing budget do you need to cut costs in for the coming year?
What areas of your marketing budget do you want to invest more in for the coming year?
The answers to questions about your previous year’s marketing plan will play a big part in building an annual marketing plan for the coming year. Each year adjustments should be made to your marketing planning efforts that incorporate learning from the past – what works or what doesn’t work.
Develop Essential Components of an Annual Marketing Plan
A marketing plan is a written document that contains a business’ marketing strategies and tactics. The first step in developing an annual marketing plan is getting organized. Make a list of all the marketing components or categories that are important for your business.
Typical components in a marketing plan include:
Advertising (print and/or online)
Branding and Graphics (promotional giveaway items, photography, video production, graphic development)
Collateral (sell sheets, brochures, business cards)
Events (trade shows, webinars)
Direct Marketing (email, direct mail, list generation, promotional incentives/contests)
Public Relations (press release distribution, PR agency)
Research (focus groups, surveys, marketing reference books)
Social Media (social media networks)
Website (search engine optimization, web development/hosting)
Of course the actual components for your business may vary depending on your business, industry and marketing budget. The important thing is to identify all the potential components in your annual marketing plan so you can decide how you plan to address those components for your business. Even if you do not plan to allocate budget for a category – like social media – it should be included if you have any marketing efforts planned for the category so strategies and tactics can be outlined in an integrated planning approach.
Define Marketing Plan Strategies, Tactics and Budget
Once marketing components are outlined for the business, all potential strategies and tactics should be defined per category or component.
Here is an example of defining strategies and tactics for the “advertising” category:
Marketing Category: Advertising Strategy #1 – Drive traffic to website via online advertising Tactic # 1 – Google Adwords Tactic #2 – Banner ads on industry association website Tactic #3 – Internet yellow pages ads
Each tactic will also need to have an allocated budget, if applicable. The marketing plan should include fields to capture your allocated budget, actual spend and budget variance so that you can track throughout the year and make any adjustments needed. For example, if you are tracking under budget in one category you can shift funds to another category where you may be tracking over budget.
Flexibility to adapt an annual marketing plan throughout the year is important to adapt to a changing business environment and be “opportunistic” in marketing efforts. Be sure to take advantage of tracking mechanisms for marketing efforts whenever possible – such as unique 800 numbers or website analytic reports – so that you can make adjustments to maximize performance of campaigns (or dump marketing efforts that are not producing desired results). Goals should also be set for all areas of a marketing plan so that you can measure the performance of marketing tactics against business objectives.
SALES METHODOLOGIES
Personal selling is a promotional method in which one party uses skills and techniques for building personal relationships with another party that results in both parties obtaining value. Personal selling occurs whenever an individual salesperson sells a product, service or solution to a client.
Salesmethods
There are many different sales methods that can be used to complete a sale and form the required relationships. Determining which sales method is more effective depends on what you are selling, who you are selling to and when you are selling it.
AIDA Method
AIDA is an acronym that stands for Attention, Interest, Desire and Action. This is a method that looks at the steps a client will undertake from when they first becomes aware of the product or service, to when they are making a purchase decision.
Attention – Get the other person’s interest Interest – Spark their curiosity Desire – Create the need Action – Get them to commit to something
Need satisfaction
The need satisfaction technique is a question and answer technique to make the client to recognise the need for your offering. This then leads to the client agreeing that they have a need to be fulfilled, which leads to you showing them how your offer can satisfy their needs. This method is based on a win-win approach for both the sales person and the client.
Depth Theory
Depth Theory is when a creation of trust occurs between the buyer and seller. The seller uses expertise in their product, service or industry to create trust between themselves and the buyer. The client will see the salesperson as an expert in that area and will trust them to solve the issues that they have.
Step process
The 7 step process is a plan of action that starts at the planning and preparation to make the sale and leads to after sale follow ups. The 7 steps are: 1. Planning and preparation 2. Introduction or opening 3. Questioning 4. Presentation 5. Overcoming objections/negotiating 6. Closing 7. After-sales follow-up
communication and onground marketing management
Effective communication and advertising management is important to not only correctly identify a target audience, but also to reach this audience efficiently through different information channels. There are many benefits of successfully managing these marketing communications, including, but not limited to:
Behavioural segmentation: purchasing patterns, loyalty status
Implementing a onground marketing Strategy
Implementing a Marketing Strategy Execution Plan, known to Fulcrum and our clients as a “Sprint Plan” is the most effective way to prevent this highway-less journey , onground marketing Outsourcing firm NIBM Annexe Pune. A Marketing Strategy is a set of strategic goal-focused plans for a certain period of time.
onground marketing Strategy and Planning
Implement your marketing plan
Your marketing plan must do more than just say what you want to happen. It must describe each step required to make sure that it happens.
Schedule The plan should include a schedule of key tasks. This sets out what will be done, and by when. Refer to the schedule as often as possible to avoid losing sight of your objectives under the daily workload.
Team And Resources It should also assess what resources you need. For example, you might need to think about what brochures you need, and whether they need to be available for distribution. You might also need to look at how much time it takes to sell to customers and whether you have enough salespeople.
Cost The cost of everything in the plan needs to be included in a budget. If your finances are limited, your plan will need to take that into account. Don’t spread your marketing activities too thinly – it is better to concentrate your resources to make the most of your budget. You may also want to link your marketing budget to your sales forecast.
Control As well as setting out the schedule, the plan needs to say how it will be controlled. You need an individual who takes responsibility for pushing things along. A good schedule and budget should make it easy to monitor progress. When things fall behind schedule, or costs overrun, you need to be ready to do something about it and to adapt your plan accordingly.
Everyone likes to talk about creating a marketing plan. It’s the fun part of marketing, the creative aspect of your planning process and onground marketing Outsourcing firm NIBM Annexe Pune. But strategy without execution won’t help your business succeed. In fact, marketing execution is how you achieve results.
Create your marketing strategy
Decide how to market your product or service to potential customers by developing a marketing strategy that positions your product to particular customers
Write a marketing execution plan
How to identify your objectives and write a plan that will help your marketing generate sales, including tactics and objectives
Marketing on a tight budget
How to get the most out of a small or limited marketing budget using cost-effective marketing methods such as Public Relations and online marketing
face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing.
Fulcrum are a highly recommended provider of product sampling staff. We specialise in the implementation of sampling campaigns using our in house sampling team and logistical know-how.
Dealer marketing is of utmost importance for the success of any brand. For most brands, dealers, distributors and resellers are critical links to success.
we can help with everything from planning and design to production and delivery ensuring your direct marketing campaigns are delivered on time to the highest quality.
When it comes to guerrilla marketing the gloves are off. They are usually low budget campaigns but with the right imagination and ideas they offer up some unprecedented results
Much like product demonstrations these campaigns have brand reps or ambassadors at the center of them. The difference is it’s more about the selling of the product
Auditing takes the reps out off the front line and away from the consumer. Auditing teams are used by marketers to monitor traditional marketing strategies that they put in place across retail.
Door To Door Marketing:
Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household,
As mentioned already, demo days are a popular tool of field marketing. These campaigns can stretch from as little as one week to 6 months however some are continuous and full time.
The team at Fulcrum has delivering successful Shopping Centre Marketing Campaigns across a wide range of shopping centres and retail complexes. From major retail locations to local community focused shopping centres; we have secured real, measurable results across the board.
Marketing Plan and Marketing Strategy
onground marketing | onground marketing Outsourcing firm NIBM Annexe Pune
NIBM Annexe , Pune
Overview :
NIBM Annexe is a well known developed residential location in the south of Pune. It is an extension to NIBM Road. It is one of Punes most recently developed residential areas and hailed as a fastest growing suburb. It shares proximity to Camp and the Cantonment area. This locality has seen a lot of buying action from buyers in a short period of time. Wanowrie, Wanwadi, Undri, Kondhwa, Fatima Nagar and Hadapsar Gaon are its neighboring localities. It has an advantage of being closer to MG road. The area is about 6 km from Magarpatta IT hub. The known neighbouring localities which are within 3 km distance area Undri, Mohammed Wadi and Kondhwa. Transport system of this area is good. Earlier, there was no frequent buses but now PCMC has started the buses that run often within the specific timing. Some of the key residential projects in NIBM Annexe are Lantana Court, Vertical Alcinia, Ganga Glitz Shine, Rising Landscapes, United Athena, Kolte Patil Margosa Heights among others.
NIBM Annexe is a well known developed residential location in the south of Pune. It is an extension to NIBM Road. It is one of Punes most recently developed residential areas and hailed as a fastest growing suburb. It shares proximity to Camp and the Cantonment area. This locality has seen a lot of buying action from buyers in a short period of time. Wanowrie, Wanwadi, Undri, Kondhwa, Fatima Nagar and Hadapsar Gaon are its neighboring localities. It has an advantage of being closer to MG road. The area is about 6 km from Magarpatta IT hub. The known neighbouring localities which are within 3 km distance area Undri, Mohammed Wadi and Kondhwa. Transport system of this area is good. Earlier, there was no frequent buses but now PCMC has started the buses that run often within the specific timing. Some of the key residential projects in NIBM Annexe are Lantana Court, Vertical Alcinia, Ganga Glitz Shine, Rising Landscapes, United Athena, Kolte Patil Margosa Heights among others.
Connectivity :
The transport system of this area is good. It has close connectivity to M G Road via Wanawadi Road. NIBM Road, Kondhwa Road, Kedari Nagar Road, VR Shinde Road are the major roads passes through the locality which further connects it to the Mumbai Highway via Wanawadi Road and Parvati Road.
Saswad Road, Ghorpadi, Hadapsar, Pune Junction, Shivajinagar Railway Station are the nearby railway station. However, Pune Junction is the nearest railway station to NIBM Annexe.
It enjoys excellent connectivity to Pune International Airport which is located at a distance of 14.4 km via Airport Road.
Factors for past growth : Its proximity to Pune International Airport, Pune Junction along with Magarpatta IT Parks have been a plus point, driving residential demand and development in the locality. A fair number of workforce work in nearby IT Hubs, wanted to have their residences close to their workplace. As a result, apartments for sale in NIBM Annexe has experienced huge growth in the past.
Factors for future growth : Proximity to Pune International Airport along with major IT Hubs like Lohia Jain IT Park, Magarpatta IT park, The Cerebrum IT Park and Pune IT Park have been a plus point for NIBM Annexe, driving rental demand and providing consistent rental yield.
It has emerged as a prominent residential destination for the workforce employed in central areas like the Cantonment / Camp area as well as areas like Kalyani Nagar and Hadapsar which have resulted in development of several residential, commercial and entertainment hubs nearby.
Infrastructural Development (Social & Physical) : NIBM Annexe has some good quality schools in its vicinity. Some of them are Smartkidz Play School, RIMS International School & Junior College, Little Millennium-Salunke Vihar-Pune, Red Camel International School and Sungrace High School.
Some of the renowned hospitals providing health care facilities to the residents of NIBM Annexe includes H.V. Desai Eye Hospital, Artificial Limb Centre, Lifeline Hospital Pune, Inamdar Multispeciality Hospital, Sofia Hospital and National Hospital to name a few.
Dorabjees Mall, SGS Mall, Shoppers Stop, Seasons Malls are the major malls in the neighboring localities which serves the daily needs of the residents of NIBM Annexe.
Our talented team know how to excite, inspire and engage. With backgrounds in events, entertainment and travel, we’re full of ideas for amazing prizes and unforgettable incentives!
At Fulcrum, we all come to work every day because we have a shared love of travel and delivering once-in-a-lifetime experiences.
Our team meetings are buzzing with fresh ideas, brand new experiences and glowing feedback from our travellers. We know what makes a great incentive, we have an encyclopaedic knowledge of the best experiences around the world, and we have an ever-expanding ‘little black book’ of the most exclusive suppliers in the business.
In addition to our creative ideas and experience, we know that our clients value our expertise and dedication to solving problems rather than creating them. Prizes and incentives are our world, but we understand that our clients have other priorities, so we make sure we’re delivering our ideas on-time, on-budget and on-brand. We thrive on tight deadlines, logistical challenges and creating perfectly tailored solutions, without the headaches!
About us
Perfect solutions every time As a leading marketing Agency, we’re immensely proud to work with brands and agencies across a huge range of sectors and industries, giving us an unrivalled breadth of experience.
we have created and fulfilled prizes for promotions and activations across the world.
Our aim: help our clients achieve their goals through our experience and expertise, taking the stress and hassle out of prize fulfilment.
We work for both direct brands and agencies, often in collaboration or with other specialist agencies and partners. Many of our clients have existing assets – from festival tickets to sports hospitality – which we help them to build into the best possible prize packages. Others want to create unique, eye-catching marketing and btl content around their prize winners. We can deal with winners from any country and in any language; we can provide a full btl management service; we can even source camera crews for content capture.
Whatever your brief, we’ve got it covered.
SALES INCENTIVES
Driving sales and performance through tailored, flexible incentive programmes
With pressure always on to drive sales and performance, sales incentives are an essential part of rewarding achievement within many companies. From internal staff reward programmes to dealer and channel incentives, there’s no better way to create a happy, engaged and motivated workforce.
Our main goal is to understand your people and what makes them tick. From hundreds in a call centre team to a small on ground sales team, a clear overview of your audience is the most important part of the process. By taking a best approach, offering maximum choice and flexibility, we create incentives which are targeted, effective and tailored to your team.
Whether it’s sales rewards, dealer incentives or channel incentives, drop us a line; we’d love to help you drive sales with our fresh and creative approach to prizes and incentives. From once-in-a-lifetime holidays to mini-breaks, high-street vouchers and designer goods, you can rest assured that with Fulcrum you’re in safe hands.
24 hour turnaround for urgent briefs Topline ideas within 2 hours if needed Competitive fixed quotes with no hidden costs Expert Winner Management and Fulfilment
Identify the different levels at which strategic planning may occur within firms.
Understand how strategic planning that occurs at multiple levels in an organization helps a company achieve its overall corporate objectives.
As previously mentioned, strategic planning is a long-term process that helps an organization allocate its resources to take advantage of different opportunities. In addition to marketing plans, strategic planning may occur at different levels within an organization. For example, in large organizations top executives will develop strategic plans for the corporation as a whole. These are corporate-level plans. In addition, many large firms have different divisions, or businesses, called strategic business units. A strategic business unit (SBU) is a business or product line within an organization that has its own competitors, customers, and profit center for accounting purposes. A firm’s SBUs may also have their own mission statement (purpose) and will generally develop strategic plans for themselves. These are called business-level plans. The different departments, or functions (accounting, finance, marketing, and so forth) within a company or SBU, might also develop strategic plans. For example, a company may develop a marketing plan or a financial plan, which are functional-level plans.
Figure 2.13 “Strategic Planning Levels in an Organization” shows an example of different strategic planning levels that can exist within an organization’s structure. The number of levels can vary, depending on the size and structure of an organization. Not every organization will have every level or have every type of plan. An overview of the marketing (or functional) plan is presented briefly at the end of this chapter but will be discussed in detail in Chapter 16 “The Marketing Plan” so you can see how the information discussed throughout the text may be used in developing a marketing plan.
Figure 2.13 Strategic Planning Levels in an Organization
Figure 2.14
Many consumers recognize the Goodyear blimp. Goodyear’s strategic business units are North American Tire; Latin American Tire; Asia Pacific Tire; and Europe, Middle East, and Africa Tire. Goodyear’s SBUs are set up to satisfy customers’ needs in different worldwide markets1.
The strategies and actions implemented at the functional (department) level must be consistent with and help an organization achieve its objectives at both the business and corporate levels and vice versa. The SBUs at the business level must also be consistent with and help an organization achieve its corporate-level objectives. For example, if a company wants to increase its profits at the corporate level and owns multiple business units, each unit might develop strategic plans to increase its own profits and thereby the firm’s profits as a whole. At the functional level, a firm’s marketing department might develop strategic plans to increase sales and the market share of the firm’s most profitable products, which will increase profits at the business level and help the corporation’s profitability. Both business level and functional plans should help the firm increase its profits, so that the company’s corporate-level strategic objectives can be met.
For example, take PepsiCo, which has committed itself to achieving business and financial success while leaving a positive imprint on society. PepsiCo identifies its three divisions (business units) as (1) PepsiCo Americas Beverages, which is responsible for products such as Pepsi soft drinks, Aquafina waters, Tropicana juices, and Gatorade products; (2) PepsiCo Americas Foods, which is responsible for Frito-Lay and Quaker Oats products; and (3) PepsiCo International, which consists of PepsiCo’s businesses in Asia, Africa, Europe, and Australia2. To support PepsiCo’s overall corporate strategy, all three business units must develop strategic plans to profitably produce offerings while demonstrating that they are committed to society and the environment.
Figure 2.15
These Aquafina bottles uses less plastic and have a smaller label, reducing waste and helping the environment.
At the functional (marketing) level, to increase PepsiCo’s profits, employees responsible for different products or product categories such as beverages or foods might focus on developing healthier products and making their packaging more environmentally friendly so the company captures more market share. For example, the new Aquafina bottle uses less plastic and has a smaller label, which helps the environment by reducing the amount of waste.
Organizations can utilize multiple methods and strategies at different levels in the corporation to accomplish their various goals just as you may use different strategies to accomplish your goals. However, the basic components of the strategic planning process are the same at each of the different levels. Next, we’ll take a closer look at the components of the strategic planning process.
Key Takeaway
Strategic planning can occur at different levels (corporate, business, and functional) in an organization. The number of levels may vary. However, if a company has multiple planning levels, the plans must be consistent, and all must help achieve the overall goals of the corporation.
Review Questions
What different levels of planning can organizations utilize?
Give an example and explain how a corporation that wants to help protect the environment can do so at its corporate, business, and functional levels.
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No matter who you are and what you sell, the success of your business relies on your ability to engage with two critically important groups – the people who buy from you and the people who work for you. At Fulcrum, we create truly personalised incentive programmes that have the power to energize your business. Each Fulcrum initiative is designed around the specific interests and aspirations of your customers and your people. We engage and inspire the people that matter – the people who power your business.
Our Values Client- centricity and the provision of quality service are key values. Providing a developmental and supportive marketing environment for our staff and recognising the importance of our suppliers are integral to our business ethic. Openness, honesty, transparency and a commitment to our community underpin everything we do.
Our Team The heart and soul of what has made us so successful is our staff. It is their passion, commitment to quality and positive, can-do attitude that delivers outstanding performance to our clients and reinforces our reputation for service excellence. From selection & recruitment through to training & development, we continually invest in our staff to ensure we have the right people, with the right skills to make sure that the job gets done right, first time.
Quality Fulcrum has always aimed to be quality leaders in our industry. An impressive array of accreditations, for Quality, Environment, Security and Staff development are simply the kite-marks that demonstrate our core values in this respect.
Fulcrum Agencies Over the years we have worked with agencies of all sizes and styles. We understand the hectic world of marketing and advertising and we have developed services specifically designed to adapt to short lead-times, changing needs, last minute requests and the occasional ‘sprint finish’.
Retail With a long-history of providing services to retailers, whether major chains or small specialist outlets, it was a very easy step for us to adapt that to the on-line world. These days we can handle high-volume fulfilment for direct-to consumer on-line web-orders as we can easily provide retail replenishment and store refurbishment.
Small Business Create Highly Engaged Organization
I’ve always had a keen interest in helping small, diverse and disadvantaged businesses. I’ve found that when given the opportunity to compete in a fair and transparent environment, these companies are very successful at winning new business when going “head-to-head” with larger organizations. And it makes sense that they would. Their very makeup allows them to be much more entrepreneurial and responsive to customer needs.
A few years back, I worked with a small business (around 200 people) and helped them put in place many strategies and methods that transformed the business. Now I want to share these tools with other small business owners. In my new book, Engaged: Creating a Great Organization through Extraordinary Employee and User Engagement, I outline how within six months the company culture and employee engagement dramatically improved and many great new ideas were put in place. These efforts not only provided greater customer satisfaction but also significantly reduced cost. The whole company reverberated with renewed enthusiasm.
Here are some of the actions that small businesses can take to create an engaged organization where people are able to make a difference.
Become a servant leader: If you are a manager in a small business you can help your subordinates be more effective by viewing yourself as at the bottom of the pyramid rather than at the top. Instead of trying to control your employees, you should view your role as empowering and supporting their success. Instead of viewing yourself as having “power over,” view yourself as giving people “power to do.” Your employees will be grateful and will go the extra mile.
Avoid the pitfalls of internally-focused metrics and quotas: Departments in many large companies create internally focused metrics and quotas that they evaluate employees on. Too often, these pull the employees away from doing what they know is right for the customers. They can also lead to silos and losing sight of the big picture because employees become so focused on only meeting the requirements of their own department. Small businesses can avoid this by understanding that humans are intrinsically motivated to make a difference, to serve the customer. If metrics must be used they should be applied with caution and be focused on external factors such as on customer delight or customer intent to recommend your company to others.
Work backwards from where you want to be: Instead of trying to make improvements on what you have in place today, get a group together and take a few hours. Pretend that your services, systems, products, facilities, organization, etc. was destroyed last night and you are free to design what you ideally like to replace it with today. This can serve as your north star and can open up new ideas. Perhaps more importantly, when the group comes up with ideas together, this tends to create much stronger buy in, resulting in successful implementation of the desired improvements.
Focus on creating a great culture: Many small businesses accidentally develop a dysfunctional culture simply because they don’t know to focus on creating the culture they want. One powerful approach to creating a desirable culture – used by Zappos.com when it was a fledgling small business – is to define the principles you want your company to be guided by. For example: we help each other be successful; we regularly appreciate people’s contributions; we are forever improving; we support a healthy community; we embrace learning; we seek out customer problems that we might solve. This reduces unhealthy conflict and organizational paralysis.
Don’t try to be the hero: In his autobiography, Benjamin Franklin observed how little he achieved when he presented an idea as his own. Instead, he found he was much more successful when he presented an idea as coming from a group. So, instead of competing with your colleagues for the glory, come up with and then implement ideas together, and you are more likely to see cooperation rather than resistance.
Make it easy for customers to submit “wishes”: Starbucks began in 1971 as a single coffee shop. As of November 2016 it was in 23,768 locations worldwide. To take advantage of customer ideas, in 2008 they implemented an online customer idea submission website named My Starbucks Idea. This “crowdsourcing” site enables customers to submit their own ideas and see and evaluate those of others, allowing Starbucks to assess support for an idea. As a small businesses, you could implement something similar in order to continually enhance your service to your customers.
Stay connected with your customers’ problems: In small businesses a higher percentage of employees have direct contact with a customer. As your company grows, avoid the pitfall of more employees losing connections with your customers. You can emphasize and put in place practices wherein employees observe and interact with customers in person to learn more about problems and unmet needs the company might address.
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Fulcrum Marketing Services in Pune are the catalyst to bringing your advertising vision to life. While many ideas start in a boardroom, you need experienced marketers on the ground who are able to conceptualize, plan and execute a well thought-out marketing campaign in the field.
we supply the experience, connections, relationships, and knowledge needed to maximize the potential return on investment for each of our clients as well as help identify and pursue select market opportunities as they come available, home to home marketing Outsourcing firm | Retail Marketing Companies in pune. Our local insight allows us to create exceptional investment potential for our partners and clients and enhanced living experience for our residents.
CREATING COMMUNITIES WHERE PEOPLE ARE EAGER TO LIVE AND RELUCTANT TO LEAVE
We define and position apartment homes for success. We are passionate about the residential experience and the qualitative and quantitative points that drive us to make strategic decisions that inform what a home should be — specific to its marketplace.
Results are realized through both the speed of lease-ups and financial performance of the on-going stabilized investment.
MARKET RESEARCH We crunch the numbers, ask the questions, assess current trends and forecast future trends with detailed, up-to-date research to understand our markets; Ensuring our clients have the right data points to make the best decisions going forward.
MARKET POSITIONING What’s the experience living here? What’s the story and name of this place? Our experience and insight allows us to identify and position each project’s distinctive offerings as its market niche. We provide an understanding that goes deeper than looking at trends. We create sought-after, thoughtfully executed apartment communities that are compatible with their surrounding neighborhoods.
MARKETING STRATEGY Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return.
How to Create a Profitable Sales Funnel
Your book, The Leaky Funnel, is based on what you call — Funnel Logic. Can you briefly describe it?
Funnel Logic is a sales and marketing management and planning system used to increase prospect progression through the sales funnel, and improve sales and marketing effectiveness. It is a “belief system” built upon four key principles relating to how sales and marketing are conducted in the best-run businesses. Firstly, the combined sales and marketing function should build its activities around the buyer’s journey; not the sales cycle. Secondly, how many prospects will progress through each of these stages of this journey over time? Thirdly, what tactics will be used to cause this progression? And finally, the actual progression should be measured, so that tactics that work can be bolstered, and those which do not can be shelved.
What is the ‘buyer’s journey.’ What do you mean by that?
Business buyers go through a process as they buy. They start off untroubled and unaware — even complacent — and then at some point, they become troubled. Once they’ve acknowledged their problem, they decide what they need to solve that problem. They then make their preferences, receive proposals and, ultimately, select a vendor, sign a contract and engage. We call this the buyer’s journey.
What are the stages of the buyer’s journey?
It is important to remember that businesses don’t just wake up in the morning and decide to purchase something. They take a journey:
It starts with being Positioned in Category which means the buyer knows you are one of the businesses who sells a particular product or service.
Then Interest Established: The buyer has done something (called, clicked etc.) to show they are interested.
Gap Acknowledged: The buyer will acknowledge that a problem exists.
Need Agreed: The buyer agrees what they need, even if they are not sure who to choose.
Offer Understood: The buyer knows what we are proposing to do to meet that need.
Preference Formed: The buyer prefers our solution.
Decision Made: The buyer moves to contract.
By structuring your sales and marketing around the buyer’s journey, your focus is on helping them move through each stage.
So, the problem you solve for buyers is key. How do you choose which problems to focus on?
The challenge is to identify a buyer problem that you are strong at solving, and one that you can solve better than your competitors. This ‘feeling out’ process is all about finding a problem that is worth focusing on and that you solve well. If you are good at solving buyer problems that are not rewarding, you will major in the minors. On the other hand, if you are focusing on the right problem but from a position of weakness, you will not be able to rival your competition.
Once you’ve picked a single problem, should that influence your sales and marketing strategy?
Simply, yes. In identifying your buyer’s problem, you are able to clearly define three key aspects of your sales and marketing function. Firstly, what your business is selling is now a clear solution to a problem. Secondly, who you are selling to, becomes who has the problem. And thirdly, how you will reach your buyers, translates to, what is the channel that uncovers the problem? This basically turns our thinking inside out:
Once you’ve formulated your strategy, how do you develop an action plan?
Once you have turned your strategy inside-out, it is time to translate this strategy into action. In order to do this effectively you must select tactics to help these potential buyers recognize that they have this problem. However, your strategy does not translate into action…yet; because our tactics are often arbitrary. I say this because businesses will often select tactics on the strength of; they worked last year, or it seems to work for our competitors, or we’ve always done it this way. I present an alternative. Remembering the buyer’s journey, you must select tactics that will progress buyers through that journey; through each stage.
What about volume? How do you work out the number of buyers you actually need to progress?
Trying to calculate the number of buyers you actually need is a valid pursuit, however it can be a trap. When doing this, you must keep two things in mind: buyers need time to progress (take their journey) and your tactics need to be repeated several times to have an effect (“one-hit-wonders” rarely do the job). Marketing teams are always geared for success, but it is often how they capitalise on failure that makes them rich. If you start with a simple numerical model mapping your prospective buyers progressing along their journey — importantly remembering to allow for leakage at each stage — you quickly realise two scary realities:
A vast majority of initial leads will leak at some stage along the journey, so doesn’t it make sense to have a proper recycling program?; and Shouldn’t we have some idea of the effect of recycling before we plan a demand generation campaign?
Given this, in order to work out exactly how many buyers you will need, you need to recycle all the “leaked” buyers back into your funnel and re-run the model. Decide how much of the total revenue Marketing is to contribute and then adjust your top-of-funnel number until the “customer” (converted buyers) number will contribute the desired revenue outcome.
And once you know how many buyers you need to progress, how do you actually get them moving?
Ultimately, what you are trying to achieve is to nurture your buyers along their journey. In order to do this, you need tactics that move your buyers through your funnel from stage to stage. In a practical sense, you must initially identify buyers who meet your target profile, position your brand on their list and get their attention, convince these businesses to accept they have the problem you solve best, gain acceptance and backing of your own solution and then move to contract.
What are some examples of progression tactics that are suitable for small businesses?
There are many tactics that will work just as well for big business as they will for small operators. As your goal for progression is to keep doing the small rhythmic tasks that keep the prospect aware of how you can solve their problem; something as simple as a monthly email or blog article will have the same effect no matter what size the business. It is likely that your financial position or operational capability will dictate what is actually possible. Investigate options for each stage of your buyer’s journey; here are some common tactics:
Get known by making sure all the key bloggers mention you and the problem you solve.
Trouble buyers by asking tough questions on your website and in meetings.
Agree the need by providing a template showing typical buyer needs.
Confirm your buyer’s situation, problem and need by email after meeting.
Build this whole journey (situation, problem, need and solution) into your proposal in case there are others involved in the buying process.
For all buyers who leak (at any stage) recycle and nurture using regular email and thought leadership.
How do you see social media? What new tactics work for B2B?
The marketing benefits of social media are just now beginning to become apparent. While there has been endless conjecture surrounding the ways in which social media is going to revolutionise the way we market products and services, the initial hype is beginning to turn into some sort of reality. As this is a small business forum, let’s consider some relevant B2B uses for various forms of social media. Blogging, micro-blogging (Twitter) and video blogging (YouTube) are great ways to position and even trouble business buyers on a shoestring.
What about buyers who fail to progress?
It is often the small percentage of successful lead conversions that get all our attention — while the other, much higher, percentage that leaked gets forgotten. Adopting tactics that recycle those who have already leaked, in order to assist nurturing tactics that stem the leakage, can turn neglected prospects into future customers. Recycling tactics handle those buyers who fail to progress — the leakage; these tactics ready a buyer for re-entry into the funnel. While these leads are in the funnel, specific nurturing tactics keep the buyer from leaking. Having captured the buyer’s details, relevant and rhythmic eDM, Tele-nurturing and RSS updates will keep your name and your solution at the front of the buyer’s mind.
What would you say is key to successfully executing tactics?
To help your buyers move along their journey, down the funnel, you have to execute the correct tactics at the correct time; however, as we have already agreed there is always going to be leakage. When executing tactics, the key to success is rhythm — if you can manage tactics in a way that will take advantage of ’leakage’ whilst nurturing leads still in your funnel, success will come. If you can reach a point where you have a sound grasp of your buyer’s journey, Sales and Marketing are on the same page tactically and your tactics for progression are working — it is now time to focus on obtaining good momentum that allows for recycled leads to be rhythmically nurtured, even if a little at a time. In B2B marketing, I like to use the term ‘corkscrew’ to refer to a tactic (or series of tactics) that you can execute over and again, knowing that while the buyer will only drop into your funnel occasionally, every time you twist the corkscrew, you are moving them along — a little.
home to home marketing Outsourcing firm | Retail Marketing Companies in pune
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The Fulcrum Agency is the Mumbai marketing company and onground Marketing Outsourcing firm in mumbai advertising agency that businesses turn to because we transform businesses into brands. With over 12 years of experience, we help business owners like you with branding, marketing, advertising, and complete creative solutions. Our Marketing Services Mumbai As a Mumbai marketing and advertising firm, we have an incredible list of services that allows us to tackle any marketing or advertising challenge that comes our way.
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The first rule of headhunting truly elite, top 20% sales performers is that you must offer a significant step up. To understand this, consider the point of view of the sales professional being headhunted. By definition, a top 20% sales professional has strong sales momentum and it took a lot of hard work to get that momentum. Starting all over at a new job will be a huge challenge. To get them to even consider taking on that challenge you must provide a compelling step up for their career.
Examples of a step up would be better pay, more responsibility or a better company culture and working environment. Of these factors, only the base salary being offered is purely objective. With top sales professionals getting approached by multiple recruiters daily the old school notion of offering a 10-15% raise in base pay won’t cut it.
2. Change Your Expectations and Approach.
Most hiring managers want to hire sales professionals that aggressively pursue their opportunity. Headhunted talent doesn’t behave this way. Remember, they have a good job, they’re doing well and they have a lot to lose. Expect these candidates to ask thoughtful and detailed questions about the viability of your company, your services or products and the condition of the territory. Do not expect them to walk into the interview gunning for the job.
Now consider the position of an unemployed sales professional or one that is at risk of losing their job. They NEED your job and their behavior will reflect that. These candidates will jump through hoops for you. With this in mind, we welcome questioning, on-the-fence sales professionals. Be prepared to sell them on your opportunity. For tips on how to do this read How to Sell Your Company to Candidates.
3. Don’t Delay.
This is a lesson we learned the hard way. Once someone starts looking at one opportunity, they’ll look at other opportunities. A painful example of this was Chris E. He was the most talented candidate we had recruited in some time for one of our long-term clients. As he was “not looking”, the VP of Sales took her time moving him through the process. Days before presenting him with an offer he accepted a position with Boston Scientific. As he told us of his decision he shared the following…
4. Understand the Value of Headhunted Candidates.
The Sales Talent headhunting method is to identify and touch every potential candidate in a market that fits an opportunity. To put that into numbers, the average Sales Talent search in 2017 started with 974 prospects. That’s a big number. At the bottom of this funnel, we delivered 4.33 candidates that were ultimately interviewed. In between those 2 points is a lot of hours. How many?
One headhunted candidate required 13.31 hours on average to source.
Why so many hours? We’re not delivering “close enough” talent. These are “on target” candidates that “Can Do” the job, “Will Do” the job and “Fit” the opportunity.
When we map out a typical search then, it required 57.6 hours to complete (13.31 hours x 4.33 candidates). With that many hours invested, the fastest way to frustrate a headhunting recruiter is to mismanage the talent they deliver. A few examples of how this happens are:
slow interview process (the candidate takes another job or loses interest).
failure to sell the opportunity (see Rule #2 above).
presenting a lowball offer.
passing on candidates that don’t come after the opportunity (see Rule #2 above).
Door To Door Marketing
Face to Face Marketing and Door to Door Marketing
Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household, face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing we rely on our skills and persuasive abilities. During the period where we get to interact with the client face to face we get more chance to pass across edible information which would be useful to all our customers at that time and it’s also an opportunity for us to get feedback and to gauge your opinion about our business.
Door to Door marketing and Face to Face marketing is a more effective traditional form of marketing, it’s one of the oldest forms of marketing and we use promotion as a means to drive sales to your company or business. There’s nothing more exhilarating than getting to interact with potential customers through face to face marketing and over the years customers are aware and very receptive to this marketing approach through supermarkets and public business places.
The benefit of this type of field marketing is that it can be done on a low budget, it is very cost effective and reaches a larger number of people per within a very short duration, in this short period of time where you have just a few minutes to convince the customers to take interest in your business, just a few minutes to build personal relations through five stages. By attention, interest, desire, conviction and action. And what else do you benefit by using face to face marketing service?
It gives you the chance to build a certain level of confidence and trust with the customers, you get to break down communication barrier of communication and it gives you the opportunity to show clarity and answer any questions on the mind of the customers.
While many think that door to door marketing is getting neglected in this very era it still yields more results especially during startups of businesses, think about it. Other forms of marketing get lower results, emails get spammed, adverts go unnoticed and phone calls go unanswered so why not just take your business directly to them. It’s only through personal interaction that you get the chance to connect with the customer, you would be selling more than a product.
You would be selling your zeal, emotions and passion
We offer a wide range of marketing services to business of different functions in India, startup businesses are not left out and we cut across all methods of marketing services, with Door to Door marketing service we assist you our clients with reaching your target customers, our services which extends to all parts of India and we target customers who are ready to change their local services to yours. We can assure you that our face to face methods would be conducted with high regards to personal safety and very good competence.
Door-to-door marketing is a canvassing technique that is generally used for sales, marketing, advertising, or campaigning, in which the person or persons walk from the door of one house to the door of another, trying to sell or advertise a product or service to the general public or gather information. People who use this sales approach are often called traveling salesmen, or the archaic name drummer, to “drum up” business. This technique is also sometimes called direct sales. A variant of this involves cold calling first, when another sales representative attempts to gain agreement that a salesperson should visit.
With the realization of telephone “Do Not Call” lists it is becoming increasingly more difficult to connect with consumers and business people. An emerging trend is the deployment of very professional, highly skilled door-to-door canvassers to drive product sales and brand awareness.
Coordinating, training and motivating these teams to produce results are at the very core of Fulcrum’s proven capabilities. Fulcrum has the knowledge and experience required to implement these programs, such as best days and times to canvass, who will sell the most product; male, female, young or mature and what geographics and demographics respond best to door-to-door marketing. Put Fulcrum’s experience to work for you and avoid the costly mistakes of trying to manage these programs in-house.
Hire and Train Door-to-Door Marketing Team
If you’re in charge of hiring people, that typically means that you’ve found success in Door To Door Marketing yourself. You know what it takes to be great, but now you’re stuck with an entirely new problem. How do you find others who will be just as good (if not better) and will stick around and grow into important influencers invested in the long term growth of the company? A great D2D sales company is a great recruiting company. So what does that greatness look like?
First off, you need to realize that you’re not going to hire a superstar every time. If you think you have found one, be careful. It’s not hard for someone to seem golden during one interview and you don’t want to be fooled.
Even if you think the candidate does have a lot of great experience working in the field for other companies, you have to realize that success doesn’t always translate. What worked for them at previous companies probably won’t work as well for you. In fact, their success will probably make them stubborn; after all, what reason do they have to follow your approach when they’ve figured out their own?
It’s also possible that the rep’s previous company might have had much better-developed training and selling systems than you do, and that system was the key reason they killed it. If you’re not developing a competitive system, what does that communicate about your company? The more dialed-in you are about a rep’s success, the more likely you are to attract and keep strong performers.
Becoming Marketing Active: The Fulcrum Guide to Getting Started with Business Marketing – In the first part of our guide to becoming marketing active onground Marketing Outsourcing firm in navi mumbai, we looked at some of the reasons that drive a business to start marketing (if you missed part one, check it out here). But once you’ve made the decision to embark on a marketing strategy for your business, what next? Where do you start and what steps should you take to ensure a smooth and successful process? As is so often the case in business (and life!), preparation is key. So before rushing into any kind of marketing, it’s important to take the time to plan, research and strategise for success.
In order to create an effective marketing strategy, you need to develop a thorough understanding of your market, your competitors and your business itself. This means getting back to basics and equipping yourself with all the information you need to identify marketing activities that work for your brand. 1) Research your target market How much do you know about the target audience of your product or service? We’re not just talking about age, sex or occupation (though, of course, you need to know these too). To have the best chance of reaching your target market, you need to dig deeper and find out exactly what drives them towards purchase.
What kind of triggers are they most likely to respond to? Which elements of the marketing mix have the most impact on them? How will your product or service benefit them? Understanding these aspects of your target audience will enable you to position and market your brand accordingly, so comprehensive market research is essential. It’s often easier (and more cost-effective) to outsource this type of research to a professional agency who will be better placed to obtain the information you need. 2) Analyse your competition In order to stay ahead of your competitors, you need to know who they are, what they’re doing and how they’re doing it. Once you’ve identified who your key business competitors are, look into the marketing methods they’re using and the way in which they have positioned their brand. What channels and platforms have they chosen to market their business? How are they promoting their brand and its products/services? Consider which elements are crucial to your own business and how you can position your brand in order to get ahead. 3) Define your objectives What do you want to achieve from your marketing activity? Whether it’s to increase your revenue, establish your business in a new market segment or improve brand awareness, setting clear, measurable marketing objectives is vital in understanding what steps need to be taken in order to achieve these goals.
Make sure that each identified objective is specific (how much do you want to increase revenue by?), achievable (is it realistic?) and has a timeframe for accomplishment (are you aiming to achieve this goal in three months or a year?). You also need to make sure that your marketing objectives tie in with your overall business objectives. 4) Understand your business You may think you have a pretty good understanding of your business, but it’s surprising what insights can be achieved when you conduct a thorough SWOT analysis (strengths, weaknesses, opportunities, threats). Be rigorous, be meticulous, and above all be brutally honest. Is a lack of staff training letting your business down? Are your prices too high to compete in today’s market? Arming yourself with this knowledge is invaluable in developing a marketing strategy that leverages your company’s strengths and addresses those areas which need to be improved.
In the next instalment of the Fulcrum guide to becoming marketing active, we’ll be looking at the raft of marketing channels available and helping you to identify which ones are best for your business.
If you have something to share on this topic, why not get in touch? Leave your comments below…
onground Marketing Outsourcing firm in navi mumbai
The first rule of headhunting truly elite, top 20% sales performers is that you must offer a significant step up. To understand this, consider the point of view of the sales professional being headhunted. By definition, a top 20% sales professional has strong sales momentum and it took a lot of hard work to get that momentum. Starting all over at a new job will be a huge challenge. To get them to even consider taking on that challenge you must provide a compelling step up for their career.
Examples of a step up would be better pay, more responsibility or a better company culture and working environment. Of these factors, only the base salary being offered is purely objective. With top sales professionals getting approached by multiple recruiters daily the old school notion of offering a 10-15% raise in base pay won’t cut it.
2. Change Your Expectations and Approach.
Most hiring managers want to hire sales professionals that aggressively pursue their opportunity. Headhunted talent doesn’t behave this way. Remember, they have a good job, they’re doing well and they have a lot to lose. Expect these candidates to ask thoughtful and detailed questions about the viability of your company, your services or products and the condition of the territory. Do not expect them to walk into the interview gunning for the job.
Now consider the position of an unemployed sales professional or one that is at risk of losing their job. They NEED your job and their behavior will reflect that. These candidates will jump through hoops for you. With this in mind, we welcome questioning, on-the-fence sales professionals. Be prepared to sell them on your opportunity. For tips on how to do this read How to Sell Your Company to Candidates.
3. Don’t Delay.
This is a lesson we learned the hard way. Once someone starts looking at one opportunity, they’ll look at other opportunities. A painful example of this was Chris E. He was the most talented candidate we had recruited in some time for one of our long-term clients. As he was “not looking”, the VP of Sales took her time moving him through the process. Days before presenting him with an offer he accepted a position with Boston Scientific. As he told us of his decision he shared the following…
4. Understand the Value of Headhunted Candidates.
The Sales Talent headhunting method is to identify and touch every potential candidate in a market that fits an opportunity. To put that into numbers, the average Sales Talent search in 2017 started with 974 prospects. That’s a big number. At the bottom of this funnel, we delivered 4.33 candidates that were ultimately interviewed. In between those 2 points is a lot of hours. How many?
One headhunted candidate required 13.31 hours on average to source.
Why so many hours? We’re not delivering “close enough” talent. These are “on target” candidates that “Can Do” the job, “Will Do” the job and “Fit” the opportunity.
When we map out a typical search then, it required 57.6 hours to complete (13.31 hours x 4.33 candidates). With that many hours invested, the fastest way to frustrate a headhunting recruiter is to mismanage the talent they deliver. A few examples of how this happens are:
slow interview process (the candidate takes another job or loses interest).
failure to sell the opportunity (see Rule #2 above).
presenting a lowball offer.
passing on candidates that don’t come after the opportunity (see Rule #2 above).
Door To Door Marketing
Face to Face Marketing and Door to Door Marketing
Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household, face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing we rely on our skills and persuasive abilities. During the period where we get to interact with the client face to face we get more chance to pass across edible information which would be useful to all our customers at that time and it’s also an opportunity for us to get feedback and to gauge your opinion about our business.
Door to Door marketing and Face to Face marketing is a more effective traditional form of marketing, it’s one of the oldest forms of marketing and we use promotion as a means to drive sales to your company or business. There’s nothing more exhilarating than getting to interact with potential customers through face to face marketing and over the years customers are aware and very receptive to this marketing approach through supermarkets and public business places.
The benefit of this type of field marketing is that it can be done on a low budget, it is very cost effective and reaches a larger number of people per within a very short duration, in this short period of time where you have just a few minutes to convince the customers to take interest in your business, just a few minutes to build personal relations through five stages. By attention, interest, desire, conviction and action. And what else do you benefit by using face to face marketing service?
It gives you the chance to build a certain level of confidence and trust with the customers, you get to break down communication barrier of communication and it gives you the opportunity to show clarity and answer any questions on the mind of the customers.
While many think that door to door marketing is getting neglected in this very era it still yields more results especially during startups of businesses, think about it. Other forms of marketing get lower results, emails get spammed, adverts go unnoticed and phone calls go unanswered so why not just take your business directly to them. It’s only through personal interaction that you get the chance to connect with the customer, you would be selling more than a product.
You would be selling your zeal, emotions and passion
We offer a wide range of marketing services to business of different functions in India, startup businesses are not left out and we cut across all methods of marketing services, with Door to Door marketing service we assist you our clients with reaching your target customers, our services which extends to all parts of India and we target customers who are ready to change their local services to yours. We can assure you that our face to face methods would be conducted with high regards to personal safety and very good competence.
Door-to-door marketing is a canvassing technique that is generally used for sales, marketing, advertising, or campaigning, in which the person or persons walk from the door of one house to the door of another, trying to sell or advertise a product or service to the general public or gather information. People who use this sales approach are often called traveling salesmen, or the archaic name drummer, to “drum up” business. This technique is also sometimes called direct sales. A variant of this involves cold calling first, when another sales representative attempts to gain agreement that a salesperson should visit.
With the realization of telephone “Do Not Call” lists it is becoming increasingly more difficult to connect with consumers and business people. An emerging trend is the deployment of very professional, highly skilled door-to-door canvassers to drive product sales and brand awareness.
Coordinating, training and motivating these teams to produce results are at the very core of Fulcrum’s proven capabilities. Fulcrum has the knowledge and experience required to implement these programs, such as best days and times to canvass, who will sell the most product; male, female, young or mature and what geographics and demographics respond best to door-to-door marketing. Put Fulcrum’s experience to work for you and avoid the costly mistakes of trying to manage these programs in-house.
Hire and Train Door-to-Door Marketing Team
If you’re in charge of hiring people, that typically means that you’ve found success in Door To Door Marketing yourself. You know what it takes to be great, but now you’re stuck with an entirely new problem. How do you find others who will be just as good (if not better) and will stick around and grow into important influencers invested in the long term growth of the company? A great D2D sales company is a great recruiting company. So what does that greatness look like?
First off, you need to realize that you’re not going to hire a superstar every time. If you think you have found one, be careful. It’s not hard for someone to seem golden during one interview and you don’t want to be fooled.
Even if you think the candidate does have a lot of great experience working in the field for other companies, you have to realize that success doesn’t always translate. What worked for them at previous companies probably won’t work as well for you. In fact, their success will probably make them stubborn; after all, what reason do they have to follow your approach when they’ve figured out their own?
It’s also possible that the rep’s previous company might have had much better-developed training and selling systems than you do, and that system was the key reason they killed it. If you’re not developing a competitive system, what does that communicate about your company? The more dialed-in you are about a rep’s success, the more likely you are to attract and keep strong performers.
Becoming Marketing Active: The Fulcrum Guide to Getting Started with Business Marketing – In the first part of our guide to becoming marketing active onground Marketing Outsourcing firm in navi mumbai, we looked at some of the reasons that drive a business to start marketing (if you missed part one, check it out here). But once you’ve made the decision to embark on a marketing strategy for your business, what next? Where do you start and what steps should you take to ensure a smooth and successful process? As is so often the case in business (and life!), preparation is key. So before rushing into any kind of marketing, it’s important to take the time to plan, research and strategise for success.
In order to create an effective marketing strategy, you need to develop a thorough understanding of your market, your competitors and your business itself. This means getting back to basics and equipping yourself with all the information you need to identify marketing activities that work for your brand. 1) Research your target market How much do you know about the target audience of your product or service? We’re not just talking about age, sex or occupation (though, of course, you need to know these too). To have the best chance of reaching your target market, you need to dig deeper and find out exactly what drives them towards purchase.
What kind of triggers are they most likely to respond to? Which elements of the marketing mix have the most impact on them? How will your product or service benefit them? Understanding these aspects of your target audience will enable you to position and market your brand accordingly, so comprehensive market research is essential. It’s often easier (and more cost-effective) to outsource this type of research to a professional agency who will be better placed to obtain the information you need. 2) Analyse your competition In order to stay ahead of your competitors, you need to know who they are, what they’re doing and how they’re doing it. Once you’ve identified who your key business competitors are, look into the marketing methods they’re using and the way in which they have positioned their brand. What channels and platforms have they chosen to market their business? How are they promoting their brand and its products/services? Consider which elements are crucial to your own business and how you can position your brand in order to get ahead. 3) Define your objectives What do you want to achieve from your marketing activity? Whether it’s to increase your revenue, establish your business in a new market segment or improve brand awareness, setting clear, measurable marketing objectives is vital in understanding what steps need to be taken in order to achieve these goals.
Make sure that each identified objective is specific (how much do you want to increase revenue by?), achievable (is it realistic?) and has a timeframe for accomplishment (are you aiming to achieve this goal in three months or a year?). You also need to make sure that your marketing objectives tie in with your overall business objectives. 4) Understand your business You may think you have a pretty good understanding of your business, but it’s surprising what insights can be achieved when you conduct a thorough SWOT analysis (strengths, weaknesses, opportunities, threats). Be rigorous, be meticulous, and above all be brutally honest. Is a lack of staff training letting your business down? Are your prices too high to compete in today’s market? Arming yourself with this knowledge is invaluable in developing a marketing strategy that leverages your company’s strengths and addresses those areas which need to be improved.
In the next instalment of the Fulcrum guide to becoming marketing active, we’ll be looking at the raft of marketing channels available and helping you to identify which ones are best for your business.
If you have something to share on this topic, why not get in touch? Leave your comments below…
onground Marketing Outsourcing firm in navi mumbai
Direct selling
Direct Selling
Direct Selling
Fulcrum is the best marketing platform for bringing together the leading digital marketing competence with the best-in-class marketing solutions for direct selling and increasing slaes.
Methods of Direct Consumer Selling include:
Increase your brand sales
Sale at the manufacturers plant or head office
House to house selling
Sales by mail order method
Sales by opening own retail shops and outlets
Sales through advanced mechanical devices
Big businesses are adopting direct consumer selling method to reduce distribution costs because they have plentiful facilities to sell directly to their consumers. A manufacturer can sell goods to the consumers by opening his retail shop in mills site or by mail house to house selling or by engaging salespeople or by using advanced mechanical devices.
Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household, face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing we rely on our skills and persuasive abilities. During the period where we get to interact with the client face to face we get more chance to pass across edible information which would be useful to all our customers at that time and it’s also an opportunity for us to get feedback and to gauge your opinion about our business.
Door to Door marketing and Face to Face marketing is a more effective traditional form of marketing, it’s one of the oldest forms of marketing and we use promotion as a means to drive sales to your company or business. There’s nothing more exhilarating than getting to interact with potential customers through face to face marketing and over the years customers are aware and very receptive to this marketing approach through supermarkets and public business places.
The benefit of this type of field marketing is that it can be done on a low budget, it is very cost effective and reaches a larger number of people per within a very short duration, in this short period of time where you have just a few minutes to convince the customers to take interest in your business, just a few minutes to build personal relations through five stages. By attention, interest, desire, conviction and action. And what else do you benefit by using face to face marketing service?
It gives you the chance to build a certain level of confidence and trust with the customers, you get to break down communication barrier of communication and it gives you the opportunity to show clarity and answer any questions on the mind of the customers.
While many think that door to door marketing is getting neglected in this very era it still yields more results especially during startups of businesses, think about it. Other forms of marketing get lower results, emails get spammed, adverts go unnoticed and phone calls go unanswered so why not just take your business directly to them. It’s only through personal interaction that you get the chance to connect with the customer, you would be selling more than a product.
You would be selling your zeal, emotions and passion
We offer a wide range of marketing services to business of different functions in India, startup businesses are not left out and we cut across all methods of marketing services, with Door to Door marketing service we assist you our clients with reaching your target customers, our services which extends to all parts of India and we target customers who are ready to change their local services to yours. We can assure you that our face to face methods would be conducted with high regards to personal safety and very good competence.
Door-to-door marketing is a canvassing technique that is generally used for sales, marketing, advertising, or campaigning, in which the person or persons walk from the door of one house to the door of another, trying to sell or advertise a product or service to the general public or gather information. People who use this sales approach are often called traveling salesmen, or the archaic name drummer, to “drum up” business. This technique is also sometimes called direct sales. A variant of this involves cold calling first, when another sales representative attempts to gain agreement that a salesperson should visit.
With the realization of telephone “Do Not Call” lists it is becoming increasingly more difficult to connect with consumers and business people. An emerging trend is the deployment of very professional, highly skilled door-to-door canvassers to drive product sales and brand awareness.
Coordinating, training and motivating these teams to produce results are at the very core of Fulcrum’s proven capabilities. Fulcrum has the knowledge and experience required to implement these programs, such as best days and times to canvass, who will sell the most product; male, female, young or mature and what geographics and demographics respond best to door-to-door marketing. Put Fulcrum’s experience to work for you and avoid the costly mistakes of trying to manage these programs in-house.
Hire and Train Door-to-Door Marketing Team
If you’re in charge of hiring people, that typically means that you’ve found success in Door To Door Marketing yourself. You know what it takes to be great, but now you’re stuck with an entirely new problem. How do you find others who will be just as good (if not better) and will stick around and grow into important influencers invested in the long term growth of the company? A great D2D sales company is a great recruiting company. So what does that greatness look like?
First off, you need to realize that you’re not going to hire a superstar every time. If you think you have found one, be careful. It’s not hard for someone to seem golden during one interview and you don’t want to be fooled.
Even if you think the candidate does have a lot of great experience working in the field for other companies, you have to realize that success doesn’t always translate. What worked for them at previous companies probably won’t work as well for you. In fact, their success will probably make them stubborn; after all, what reason do they have to follow your approach when they’ve figured out their own?
It’s also possible that the rep’s previous company might have had much better-developed training and selling systems than you do, and that system was the key reason they killed it. If you’re not developing a competitive system, what does that communicate about your company? The more dialed-in you are about a rep’s success, the more likely you are to attract and keep strong performers.
Street Guerilla Marketing, onground Marketing Outsourcing firm, onground Marketing Outsourcing firm, onground Marketing Outsourcing firm in pune, Street Guerilla Experiential marketing, selling Advertisement, Rural advertising promotional, , Colleges promotions sales, society promotions sales, Kiosk promotions sales, onground Marketing Outsourcing firm in navi mumbai
Marketing and Sales companies onground Marketing Outsourcing firm in navi mumbai with high quality, ethical, outsourced sales through transparent and effective business programs.
We have a team of marketing and sales professionals and trainers who are committed to ensure effective delivery of the message from the client to a prospective customer. Our specialty is tailor-fitting our service to suit each individual client’s needs, ensuring compliance and delivering ethical sales every single time. We are focused on compliant and ethical selling that puts the needs of the customer first and we value transparency, integrity, diligence and hard work to ensure that our employees, clients and customers all get the best experience possible.
We look for long term investments, in both our employees and our clients to ensure quality in our work, and in the opportunity for growth potential and stability for all parties involved.
The first rule of headhunting truly elite, top 20% sales performers is that you must offer a significant step up. To understand this, consider the point of view of the sales professional being headhunted. By definition, a top 20% sales professional has strong sales momentum and it took a lot of hard work to get that momentum. Starting all over at a new job will be a huge challenge. To get them to even consider taking on that challenge you must provide a compelling step up for their career.
Examples of a step up would be better pay, more responsibility or a better company culture and working environment. Of these factors, only the base salary being offered is purely objective. With top sales professionals getting approached by multiple recruiters daily the old school notion of offering a 10-15% raise in base pay won’t cut it.
2. Change Your Expectations and Approach.
Most hiring managers want to hire sales professionals that aggressively pursue their opportunity. Headhunted talent doesn’t behave this way. Remember, they have a good job, they’re doing well and they have a lot to lose. Expect these candidates to ask thoughtful and detailed questions about the viability of your company, your services or products and the condition of the territory. Do not expect them to walk into the interview gunning for the job.
Now consider the position of an unemployed sales professional or one that is at risk of losing their job. They NEED your job and their behavior will reflect that. These candidates will jump through hoops for you. With this in mind, we welcome questioning, on-the-fence sales professionals. Be prepared to sell them on your opportunity. For tips on how to do this read How to Sell Your Company to Candidates.
3. Don’t Delay.
This is a lesson we learned the hard way. Once someone starts looking at one opportunity, they’ll look at other opportunities. A painful example of this was Chris E. He was the most talented candidate we had recruited in some time for one of our long-term clients. As he was “not looking”, the VP of Sales took her time moving him through the process. Days before presenting him with an offer he accepted a position with Boston Scientific. As he told us of his decision he shared the following…
4. Understand the Value of Headhunted Candidates.
The Sales Talent headhunting method is to identify and touch every potential candidate in a market that fits an opportunity. To put that into numbers, the average Sales Talent search in 2017 started with 974 prospects. That’s a big number. At the bottom of this funnel, we delivered 4.33 candidates that were ultimately interviewed. In between those 2 points is a lot of hours. How many?
One headhunted candidate required 13.31 hours on average to source.
Why so many hours? We’re not delivering “close enough” talent. These are “on target” candidates that “Can Do” the job, “Will Do” the job and “Fit” the opportunity.
When we map out a typical search then, it required 57.6 hours to complete (13.31 hours x 4.33 candidates). With that many hours invested, the fastest way to frustrate a headhunting recruiter is to mismanage the talent they deliver. A few examples of how this happens are:
slow interview process (the candidate takes another job or loses interest).
failure to sell the opportunity (see Rule #2 above).
presenting a lowball offer.
passing on candidates that don’t come after the opportunity (see Rule #2 above).
Door To Door Marketing
Face to Face Marketing and Door to Door Marketing
Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household, face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing we rely on our skills and persuasive abilities. During the period where we get to interact with the client face to face we get more chance to pass across edible information which would be useful to all our customers at that time and it’s also an opportunity for us to get feedback and to gauge your opinion about our business.
Door to Door marketing and Face to Face marketing is a more effective traditional form of marketing, it’s one of the oldest forms of marketing and we use promotion as a means to drive sales to your company or business. There’s nothing more exhilarating than getting to interact with potential customers through face to face marketing and over the years customers are aware and very receptive to this marketing approach through supermarkets and public business places.
The benefit of this type of field marketing is that it can be done on a low budget, it is very cost effective and reaches a larger number of people per within a very short duration, in this short period of time where you have just a few minutes to convince the customers to take interest in your business, just a few minutes to build personal relations through five stages. By attention, interest, desire, conviction and action. And what else do you benefit by using face to face marketing service?
It gives you the chance to build a certain level of confidence and trust with the customers, you get to break down communication barrier of communication and it gives you the opportunity to show clarity and answer any questions on the mind of the customers.
While many think that door to door marketing is getting neglected in this very era it still yields more results especially during startups of businesses, think about it. Other forms of marketing get lower results, emails get spammed, adverts go unnoticed and phone calls go unanswered so why not just take your business directly to them. It’s only through personal interaction that you get the chance to connect with the customer, you would be selling more than a product.
You would be selling your zeal, emotions and passion
We offer a wide range of marketing services to business of different functions in India, startup businesses are not left out and we cut across all methods of marketing services, with Door to Door marketing service we assist you our clients with reaching your target customers, our services which extends to all parts of India and we target customers who are ready to change their local services to yours. We can assure you that our face to face methods would be conducted with high regards to personal safety and very good competence.
Door-to-door marketing is a canvassing technique that is generally used for sales, marketing, advertising, or campaigning, in which the person or persons walk from the door of one house to the door of another, trying to sell or advertise a product or service to the general public or gather information. People who use this sales approach are often called traveling salesmen, or the archaic name drummer, to “drum up” business. This technique is also sometimes called direct sales. A variant of this involves cold calling first, when another sales representative attempts to gain agreement that a salesperson should visit.
With the realization of telephone “Do Not Call” lists it is becoming increasingly more difficult to connect with consumers and business people. An emerging trend is the deployment of very professional, highly skilled door-to-door canvassers to drive product sales and brand awareness.
Coordinating, training and motivating these teams to produce results are at the very core of Fulcrum’s proven capabilities. Fulcrum has the knowledge and experience required to implement these programs, such as best days and times to canvass, who will sell the most product; male, female, young or mature and what geographics and demographics respond best to door-to-door marketing. Put Fulcrum’s experience to work for you and avoid the costly mistakes of trying to manage these programs in-house.
Hire and Train Door-to-Door Marketing Team
If you’re in charge of hiring people, that typically means that you’ve found success in Door To Door Marketing yourself. You know what it takes to be great, but now you’re stuck with an entirely new problem. How do you find others who will be just as good (if not better) and will stick around and grow into important influencers invested in the long term growth of the company? A great D2D sales company is a great recruiting company. So what does that greatness look like?
First off, you need to realize that you’re not going to hire a superstar every time. If you think you have found one, be careful. It’s not hard for someone to seem golden during one interview and you don’t want to be fooled.
Even if you think the candidate does have a lot of great experience working in the field for other companies, you have to realize that success doesn’t always translate. What worked for them at previous companies probably won’t work as well for you. In fact, their success will probably make them stubborn; after all, what reason do they have to follow your approach when they’ve figured out their own?
It’s also possible that the rep’s previous company might have had much better-developed training and selling systems than you do, and that system was the key reason they killed it. If you’re not developing a competitive system, what does that communicate about your company? The more dialed-in you are about a rep’s success, the more likely you are to attract and keep strong performers.
onground Marketing Outsourcing firm in navi mumbai
Marketing and Sales companies onground Marketing Outsourcing firm in navi mumbai with high quality, ethical, outsourced sales through transparent and effective business programs.
We have a team of marketing and sales professionals and trainers who are committed to ensure effective delivery of the message from the client to a prospective customer. Our specialty is tailor-fitting our service to suit each individual client’s needs, ensuring compliance and delivering ethical sales every single time. We are focused on compliant and ethical selling that puts the needs of the customer first and we value transparency, integrity, diligence and hard work to ensure that our employees, clients and customers all get the best experience possible.
We look for long term investments, in both our employees and our clients to ensure quality in our work, and in the opportunity for growth potential and stability for all parties involved.
Fulcrum is the best marketing platform for bringing together the leading digital marketing competence with the best-in-class marketing solutions for direct selling and increasing slaes.
Methods of Direct Consumer Selling include:
Increase your brand sales
Sale at the manufacturers plant or head office
House to house selling
Sales by mail order method
Sales by opening own retail shops and outlets
Sales through advanced mechanical devices
Big businesses are adopting direct consumer selling method to reduce distribution costs because they have plentiful facilities to sell directly to their consumers. A manufacturer can sell goods to the consumers by opening his retail shop in mills site or by mail house to house selling or by engaging salespeople or by using advanced mechanical devices.
Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household, face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing we rely on our skills and persuasive abilities. During the period where we get to interact with the client face to face we get more chance to pass across edible information which would be useful to all our customers at that time and it’s also an opportunity for us to get feedback and to gauge your opinion about our business.
Door to Door marketing and Face to Face marketing is a more effective traditional form of marketing, it’s one of the oldest forms of marketing and we use promotion as a means to drive sales to your company or business. There’s nothing more exhilarating than getting to interact with potential customers through face to face marketing and over the years customers are aware and very receptive to this marketing approach through supermarkets and public business places.
The benefit of this type of field marketing is that it can be done on a low budget, it is very cost effective and reaches a larger number of people per within a very short duration, in this short period of time where you have just a few minutes to convince the customers to take interest in your business, just a few minutes to build personal relations through five stages. By attention, interest, desire, conviction and action. And what else do you benefit by using face to face marketing service?
It gives you the chance to build a certain level of confidence and trust with the customers, you get to break down communication barrier of communication and it gives you the opportunity to show clarity and answer any questions on the mind of the customers.
While many think that door to door marketing is getting neglected in this very era it still yields more results especially during startups of businesses, think about it. Other forms of marketing get lower results, emails get spammed, adverts go unnoticed and phone calls go unanswered so why not just take your business directly to them. It’s only through personal interaction that you get the chance to connect with the customer, you would be selling more than a product.
You would be selling your zeal, emotions and passion
We offer a wide range of marketing services to business of different functions in India, startup businesses are not left out and we cut across all methods of marketing services, with Door to Door marketing service we assist you our clients with reaching your target customers, our services which extends to all parts of India and we target customers who are ready to change their local services to yours. We can assure you that our face to face methods would be conducted with high regards to personal safety and very good competence.
Door-to-door marketing is a canvassing technique that is generally used for sales, marketing, advertising, or campaigning, in which the person or persons walk from the door of one house to the door of another, trying to sell or advertise a product or service to the general public or gather information. People who use this sales approach are often called traveling salesmen, or the archaic name drummer, to “drum up” business. This technique is also sometimes called direct sales. A variant of this involves cold calling first, when another sales representative attempts to gain agreement that a salesperson should visit.
With the realization of telephone “Do Not Call” lists it is becoming increasingly more difficult to connect with consumers and business people. An emerging trend is the deployment of very professional, highly skilled door-to-door canvassers to drive product sales and brand awareness.
Coordinating, training and motivating these teams to produce results are at the very core of Fulcrum’s proven capabilities. Fulcrum has the knowledge and experience required to implement these programs, such as best days and times to canvass, who will sell the most product; male, female, young or mature and what geographics and demographics respond best to door-to-door marketing. Put Fulcrum’s experience to work for you and avoid the costly mistakes of trying to manage these programs in-house.
Hire and Train Door-to-Door Marketing Team
If you’re in charge of hiring people, that typically means that you’ve found success in Door To Door Marketing yourself. You know what it takes to be great, but now you’re stuck with an entirely new problem. How do you find others who will be just as good (if not better) and will stick around and grow into important influencers invested in the long term growth of the company? A great D2D sales company is a great recruiting company. So what does that greatness look like?
First off, you need to realize that you’re not going to hire a superstar every time. If you think you have found one, be careful. It’s not hard for someone to seem golden during one interview and you don’t want to be fooled.
Even if you think the candidate does have a lot of great experience working in the field for other companies, you have to realize that success doesn’t always translate. What worked for them at previous companies probably won’t work as well for you. In fact, their success will probably make them stubborn; after all, what reason do they have to follow your approach when they’ve figured out their own?
It’s also possible that the rep’s previous company might have had much better-developed training and selling systems than you do, and that system was the key reason they killed it. If you’re not developing a competitive system, what does that communicate about your company? The more dialed-in you are about a rep’s success, the more likely you are to attract and keep strong performers.
onground Marketing Outsourcing firm in navi mumbai
Street Guerilla Marketing, onground Marketing Outsourcing firm, Street Guerilla Experiential marketing, onground Marketing Outsourcing firm in pune, selling Advertisement, Rural advertising promotional, , Colleges promotions sales, society promotions sales, Kiosk promotions sales,
What is experiential marketing? On the rise in recent years, onground Marketing Outsourcing firm in pune and experiential marketing is all about customer interaction with your brand. It offers a unique experience with products or services, allowing customers to get a feel for how they would use it in their lives.
For years marketers have been trying to get customers to use and trial their products. In this way it’s not a new concept; there have however, certainly been some innovative spins on how it’s done. Let’s look at experiential marketing, how it can work for B2Bs and some of the ways it can help build your brand.
Emotional + Experiential Branding = Experiential Marketing The two elements that underpin experiential marketing are emotional branding and experiential branding.
Emotional branding: is about building the relationship between your brand and customers. Promoting emotional benefits like brand trust, security and credibility as a result of engaging with your brand is crucial. Experiential branding: designs and creates interactions that are sensory in nature, which emotionally influences preferences, shaping brand perception, and influencing satisfaction and loyalty.
An excellent experiential marketing campaign is able to fuse both elements seamlessly together. Experiential Marketing for B2Bs In recent years interest in B2B experiential marketing has grown and some of the initial hesitation surrounding it has been replaced with a working understanding, when to do it, and how it stimulates ROI.
For B2Bs, experiential marketing is generally less obvious, with the focus often on services (for example) in place of B2C exciting product launches. Oftentimes the B2B budget is also stretched. However we are seeing marketers begin to recognise the potentials that the experience can offer consumers.
“The success of brand experience within the B2C market has not gone unnoticed, and B2B marketers are waking up to the potential of brand experience. However, there is a long way to go before they catch up with their B2C counterparts.” – Graham Ede, Ion Group 3 Examples of B2B experiential marketing Location with B2Bs can be one of the major barriers, and while it may not be easy to do experiential marketing in quite the same way as B2C, there’s certainly room to employ some of the same principals. Creating sensory interactions that promote core feelings of trust, and awareness of your product or services is central to this. Fulcrum marketing in public spaces – Linked with experiential, some marketers use a form of Fulcrum marketing. They tend to hold this drive in places where there are high concentrations of business buyers. Branded promotional staff can offer business people the opportunity to enter in a promotion, or sign up to attend an event whilst promoting the benefits of the product. demonstrations & reward – as part of a targeted marketing strategy, those in the IT space can offer information via webinar or video, which can showcase some aspects of the technology solution. Some marketing and web-based tools such as offer a free trial period, together with online coaching via Skype. This allows the user to build confidence in using the tool, and to experience all of the benefits of the trial period. At the end of the trial period (7 days), the participant is given a report with feedback on how well they have used the tool. Then they are awarded a certificate. Surprises and games – Surprising customers by showing up where they least expect you, gifting them, or sending them a card is a way to provide an out of the box experience and drive brand awareness. Another option could be to exhibit at a partner’s event as IBM did. Their interactive stand came complete with a candy bar, and plasma screens which posted live tweets from event attendees. Digital technology such as apps and games are also opportunity areas, and while often costly, look set to become more widespread and affordable in future.
Experiential marketing reflects the growing importance of emphasising emotions to build successful brands. Digital media offers expanding opportunities to offer such experiences.
In the ever-competitive B2B marketplace, it’s no longer enough to rely on traditional modes for lead generation. B2B marketers need to consider the complete kit that is available to them including; social media, mobile, search, paid advertising, print, telemarketing and increasingly placing emotion at the heart of it all with an experiential approach.
The first rule of headhunting truly elite, top 20% sales performers is that you must offer a significant step up. To understand this, consider the point of view of the sales professional being headhunted. By definition, a top 20% sales professional has strong sales momentum and it took a lot of hard work to get that momentum. Starting all over at a new job will be a huge challenge. To get them to even consider taking on that challenge you must provide a compelling step up for their career.
Examples of a step up would be better pay, more responsibility or a better company culture and working environment. Of these factors, only the base salary being offered is purely objective. With top sales professionals getting approached by multiple recruiters daily the old school notion of offering a 10-15% raise in base pay won’t cut it.
2. Change Your Expectations and Approach.
Most hiring managers want to hire sales professionals that aggressively pursue their opportunity. Headhunted talent doesn’t behave this way. Remember, they have a good job, they’re doing well and they have a lot to lose. Expect these candidates to ask thoughtful and detailed questions about the viability of your company, your services or products and the condition of the territory. Do not expect them to walk into the interview gunning for the job.
Now consider the position of an unemployed sales professional or one that is at risk of losing their job. They NEED your job and their behavior will reflect that. These candidates will jump through hoops for you. With this in mind, we welcome questioning, on-the-fence sales professionals. Be prepared to sell them on your opportunity. For tips on how to do this read How to Sell Your Company to Candidates.
3. Don’t Delay.
This is a lesson we learned the hard way. Once someone starts looking at one opportunity, they’ll look at other opportunities. A painful example of this was Chris E. He was the most talented candidate we had recruited in some time for one of our long-term clients. As he was “not looking”, the VP of Sales took her time moving him through the process. Days before presenting him with an offer he accepted a position with Boston Scientific. As he told us of his decision he shared the following…
4. Understand the Value of Headhunted Candidates.
The Sales Talent headhunting method is to identify and touch every potential candidate in a market that fits an opportunity. To put that into numbers, the average Sales Talent search in 2017 started with 974 prospects. That’s a big number. At the bottom of this funnel, we delivered 4.33 candidates that were ultimately interviewed. In between those 2 points is a lot of hours. How many?
One headhunted candidate required 13.31 hours on average to source.
Why so many hours? We’re not delivering “close enough” talent. These are “on target” candidates that “Can Do” the job, “Will Do” the job and “Fit” the opportunity.
When we map out a typical search then, it required 57.6 hours to complete (13.31 hours x 4.33 candidates). With that many hours invested, the fastest way to frustrate a headhunting recruiter is to mismanage the talent they deliver. A few examples of how this happens are:
slow interview process (the candidate takes another job or loses interest).
failure to sell the opportunity (see Rule #2 above).
presenting a lowball offer.
passing on candidates that don’t come after the opportunity (see Rule #2 above).
Door To Door Marketing
Face to Face Marketing and Door to Door Marketing
Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household, face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing we rely on our skills and persuasive abilities. During the period where we get to interact with the client face to face we get more chance to pass across edible information which would be useful to all our customers at that time and it’s also an opportunity for us to get feedback and to gauge your opinion about our business.
Door to Door marketing and Face to Face marketing is a more effective traditional form of marketing, it’s one of the oldest forms of marketing and we use promotion as a means to drive sales to your company or business. There’s nothing more exhilarating than getting to interact with potential customers through face to face marketing and over the years customers are aware and very receptive to this marketing approach through supermarkets and public business places.
The benefit of this type of field marketing is that it can be done on a low budget, it is very cost effective and reaches a larger number of people per within a very short duration, in this short period of time where you have just a few minutes to convince the customers to take interest in your business, just a few minutes to build personal relations through five stages. By attention, interest, desire, conviction and action. And what else do you benefit by using face to face marketing service?
It gives you the chance to build a certain level of confidence and trust with the customers, you get to break down communication barrier of communication and it gives you the opportunity to show clarity and answer any questions on the mind of the customers.
While many think that door to door marketing is getting neglected in this very era it still yields more results especially during startups of businesses, think about it. Other forms of marketing get lower results, emails get spammed, adverts go unnoticed and phone calls go unanswered so why not just take your business directly to them. It’s only through personal interaction that you get the chance to connect with the customer, you would be selling more than a product.
You would be selling your zeal, emotions and passion
We offer a wide range of marketing services to business of different functions in India, startup businesses are not left out and we cut across all methods of marketing services, with Door to Door marketing service we assist you our clients with reaching your target customers, our services which extends to all parts of India and we target customers who are ready to change their local services to yours. We can assure you that our face to face methods would be conducted with high regards to personal safety and very good competence.
Door-to-door marketing is a canvassing technique that is generally used for sales, marketing, advertising, or campaigning, in which the person or persons walk from the door of one house to the door of another, trying to sell or advertise a product or service to the general public or gather information. People who use this sales approach are often called traveling salesmen, or the archaic name drummer, to “drum up” business. This technique is also sometimes called direct sales. A variant of this involves cold calling first, when another sales representative attempts to gain agreement that a salesperson should visit.
With the realization of telephone “Do Not Call” lists it is becoming increasingly more difficult to connect with consumers and business people. An emerging trend is the deployment of very professional, highly skilled door-to-door canvassers to drive product sales and brand awareness.
Coordinating, training and motivating these teams to produce results are at the very core of Fulcrum’s proven capabilities. Fulcrum has the knowledge and experience required to implement these programs, such as best days and times to canvass, who will sell the most product; male, female, young or mature and what geographics and demographics respond best to door-to-door marketing. Put Fulcrum’s experience to work for you and avoid the costly mistakes of trying to manage these programs in-house.
Hire and Train Door-to-Door Marketing Team
If you’re in charge of hiring people, that typically means that you’ve found success in Door To Door Marketing yourself. You know what it takes to be great, but now you’re stuck with an entirely new problem. How do you find others who will be just as good (if not better) and will stick around and grow into important influencers invested in the long term growth of the company? A great D2D sales company is a great recruiting company. So what does that greatness look like?
First off, you need to realize that you’re not going to hire a superstar every time. If you think you have found one, be careful. It’s not hard for someone to seem golden during one interview and you don’t want to be fooled.
Even if you think the candidate does have a lot of great experience working in the field for other companies, you have to realize that success doesn’t always translate. What worked for them at previous companies probably won’t work as well for you. In fact, their success will probably make them stubborn; after all, what reason do they have to follow your approach when they’ve figured out their own?
It’s also possible that the rep’s previous company might have had much better-developed training and selling systems than you do, and that system was the key reason they killed it. If you’re not developing a competitive system, what does that communicate about your company? The more dialed-in you are about a rep’s success, the more likely you are to attract and keep strong performers.
