Welcome to Matt Plapp's
What's Your Brand? |
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 My "personal" independent research shows that the majority of you who receive this newsletter LOVE video's, especially funny ones. Maybe because it's a good break during your busy workday? Check out the video below, it's GOOD one about 'Open House Marekting' and you don't want to miss the video link below to see how Center City Collisions' using funny internet videos to build their BRAND. What businesses will do to sell something:)
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Are you or your sales people BNI Members? Referral Marketing should be your #1 priority! In 2009 BNI members $20 Million in local business. Don't wait, add BNI to your marketing mix TODAY!
Mike Weghorst
Cincinnati Precision Print
513-262-6159
PrecisePrintTM Toner cartridges
mweghorst@preciseprinttoner.
com
How would you like to save 20-50% on all your print and copy toner cartridges. All made in the USA and better than the name brands. If you toner box says "HP", Mike can help make your company more profit.
Sandra Messerly
Affordable Cleaning
Commercial Cleaning 859 991-0678
cmess@peoplepc.com
The easiest way to brand your business wrong is with a DIRTY showroom, office or restrooms. Sandy can design a cleaning program for your business that will work around your needs and budget.
Kevin Rains
Center City Collision
I'm not really sure what to say about Center City Collision or Kevin Rains except for you must check out Kevin and his company. It's not too often you come across an Auto Body Repair shop like this. Professional is an understatement, just check for yourself. Check out his website and web videos, TOP NOTCH! |
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I need to raise $5,000 | |
 I'm helping take a group of 30 kids to the Morehead State University Homecoming Football game to experience the College life. And we're raising $2,500 for a Christmas Dinner that will feed 300 people. I'll MATCH your donation. YOU can make a difference and I GUARANTEE that 100% of your donation goes to the kids, there are no "overhead expenses" with what I raise. I only need 3% of you to donate. Click here to Email me and donate
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You Need Kirk's Help With SEO |
 THE YELLOW PAGES ARE DONE!
With that said, you need to make sure you are taking advantage of the Internet and that your Search Engine Optimization is TOP NOTCH. Lucky for you I know one of the TOP SEO guys in the city, Kirk Carter of WSI Web Factor, Kirk's website. I can arrange for a FREE SEO consultation for your company. If you'd like me to 'Pull Some Strings' and get Kirk to help you, just Click Here To Email Me and I'll do the rest! |
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Now this is great marketing! | |
CLICK ABOVE!
Kevin Rains and Center City Collision are doing what it takes to build a strong UNIQUE BRAND...Are you? |
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With The Good, Comes The Bad...But Help Is In Sight | |
by Matt Plapp
Last month I was in the market for new golf clubs. I was willing to buy, but I was not in a MUST HAVE mode. I also had just taken my kids to a driving range where they used my clubs and had a blast. I was pleasantly surprised when my 6- and 8-year-old could hit the ball WELL with my clubs. So we set out on a mission to buy new clubs for the kids and I knew that if I found something or someone SOLD me, I'd buy new ones for myself as well.
Our journey started at Play It Again Sports in Florence, Kentucky. We were in the store for 10-15 minutes sizing up clubs for the kids. Every few minutes I'd ask the guy working a question to which I would get a VERY generic answer like "Uh, yeah." Now, this wasn't a kid. This was a nicely dressed adult who looked to be the owner. He was doing "busy work" behind the counter and never ONCE offered to come out and help. My questions were begging for help. I had no idea how to fit a kid for golf clubs. He eventually came out for a second when I pushed him for help. All of this happened while NO ONE else was in the store. It turned out they had the exact clubs we needed for a good price, so we bought them. After I got in my car I realized that I had just endorsed his behavior. He did absolutely nothing to sell me and everything to turn me off. I came really close to going back in and returning the clubs, but I didn't (I wish I had now).
So our next stop was the Golf Exchange on Mall Road in Florence, Kentucky. We were greeted by a few members of their team and right away they began asking the right questions. The guy who helped me was awesome. He asked why I needed new clubs to see if it was my swing or the clubs that needed fixing. He asked about my style of play, my experience, and more importantly, my BUDGET! Now we're onto something. After an hour, I told him I was going to take the kids and wife home and come back in five minutes so I could spend more time figuring out what I wanted. Less than ten minutes later, I was back. He spent an hour showing me different clubs with the advantages and disadvantages of each. I had narrowed my choice to a club that was a little above my budget, but I was hooked. He had shown me three levels: one below, one at, and one above my budget. He did a great job selling me, but in a low-key way. I told him I was going to go home and sleep on it and that I'd be back Sunday to buy something.
To my word I showed up Sunday to buy the clubs. He hooked up a machine that measured all my golf swing info to show me how the clubs compared to my current ones. The difference was immense. He had just shown me concrete BENEFITS of not only the new clubs, but doing business with the Golf Exchange. In the two+ hours I was there, he checked in on me and we talked about other items. I loved that I could hit balls at their indoor range without someone hovering over me. I had let him know that my wife and kids were just getting into golf and we had been spending a lot of time at the range. I gave him all the information he needed in order to know I was serious.
So, I bought the clubs, shook his hand, and left. Then it hit me...HE HAD NO IDEA WHO I WAS! He did not capture my name, phone number, email, address, or business card. He had no way to market to me in the future. He knew I lived close, and since I spent $400+ on some gently used irons, he knew I had some disposable income. Plus, I told him my plans for our family starting to golf. He had a VIABLE long-term customer. But he had no idea who I was or how to reach me.
Why do I point this out? For businesses, 20% of their customers account for 80% of their sales. And it's a lot easier to sell to a past customer than to find and sell a new customer. He has a VERY HAPPY current customer, so why not get my info so I can become part of the 20%? Why not make sure I come back by reaching out to me with a thank you card, an email, a phone call, or friend request on Facebook, Twitter, or LinkedIn? Marketing is not hard, but you MUST have the systems in place to capture your customers' information so that you can build the relationship. This is a local store, so it wouldn't be difficult to implement a program to get this information.
A few days later, I called and asked for the owner. I explained how AWESOME my experience was and how great his employee did. Then I broke the news to him: "You don't know who I am, so you can never directly market to me again." He was surprised by this, but understood completely. I explained to him that I'm a marketing consultant and that I wanted to see his store do well. He acknowledged that they dropped the ball and asked if we could get together to discuss my ideas. WOW! A business owner ready to learn. I love it! I can't tell you how many times I've pointed out situations like this to local business owners in a professional manner only to hear every excuse in the book or have it turned back on me and how they did everything right. Not this time. The owner saw a gap in their marketing plan and wanted to fill it. I'll always be a customer of theirs because of their great service and their desire to learn.
I help local and national companies to identify ways to increase the sales, profits, online exposure and their BRAND. For more information or to contact me email at matt@mattplapp.com or 859.743.2408. |
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