-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=
Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume 3, Issue #49 - December 5, 2002
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=
In this issue:
How much is enough
Robin Hood
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=
How much is enough
We just finished
a holiday during which any one of us probably ate and drank to excess,
so asking how much is enough would be a great question in that context.
But I was actually asked this at a seminar I held the week before Thanksgiving.
A nutritional retailer asked me how much he would need to spend if all
he wanted to do was image advertising or marketing.
First, let me give
you a simple view of how image marketing differs from direct response.
This is simplified, but I think you will get the idea. When General
Motors has a commercial on TV and all it shows is the car or truck and
they talk about how great you will feel because you own one, that is
image. The old days with Chevy were the heartbeat of America. They
linked owning a Chevrolet with mom, apple pie and being American ("See
the USA in Your Chevrolet," remember that?). Those are all images that
they think will make you positively predisposed to their products.
Now GM’s push of
zero, zero, zero that expires on X date, that is direct response. They
are making the offer of zero down, zero percent interest and no payment
for the first 60 days. They want you to respond to the direct offer
and buy now. They don’t even show much of the car. They want you to
respond now because of the amazing offer.
When you do image
marketing, you spend tens - even hundreds - of millions of dollars to
get your target market to think of you the next time they need nutritional
products or services. The challenge is that most people don’t have
the kind of money it takes to create an image in your target market’s
mind.
Image marketing
is nice. It’s clean; it’s pretty. Don’t get me wrong, it has a place
- but only after you have your marketing machine working should you
think about image.
As we enter the
holiday season, it’s amazing how much direct-response marketing we’re
seeing. Advertisers are telling you what the product is, what its benefits
are, what the price point is and where to buy it now. The reason everyone
from cars to toys is doing that is because they know people have a finite
amount of money and they want their share of it - now! The old saying
is true: a bird in the hand is better than two in the bush.
That saying is very
true during tough economic times. You want your customer’s money today,
not at some hopeful point in the future. You can’t spend hope, so get
the money today.
That means that
instead of doing a grand image campaign so people will think positively
of you in the future, you should be encouraging them to take action
now if not sooner.
So think for a moment
about what makes your product or service attractive? What are the benefits
to your target market and how do you get them to take action NOW? What
is your offer going to be so that people will work with you today?
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=
Looking for the highest quality products for your customers?
http://www.enzy.com
You'll be glad you did!
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=
Robin Hood
We all know the
story of Robin Hood. He takes from the rich and gives to the poor and
needy. He does whatever it takes to spread the wealth, if you will.
I see the return
of Robin Hood to the nutritional industry!
Some of the rich
are going to be less so if they don’t do some direct-response marketing!
Customers are going to leave like a bad day in the stock market. You
have an opportunity, right now, to make the most of tough times. From
a marketing perspective, now is the time to gather from those who are
not paying attention or who are not focused enough on their customers
and prospects.
At my last seminar,
less than half the nutritional professionals that participated said
they are actively marketing to their existing customers. This tells
me that now is the time to go out and gather. I’m not saying you should
just take because it’s easy to do that now. I want you to provide more
value than the retailers your prospects are working with today. Part
of that value is communicating with them on a regular basis and not
just sitting back during difficult times.
We have only a few
weeks left in the year, so why not commit to making the most of it by
going out and gathering some new customers? Find people who aren’t
happy with their situation and are looking to make a change. Involve
them so they understand what you do and how you do it. Help them have
a better new year.
By putting on a
focused marketing effort now, you have the opportunity to gather new
customer as well as be in a great position for people who will make
that resolution to change!
If you do it right,
they will be changing to you.
As always, have
fun with marketing.
Marty
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=
Do you have customers with asthma or allergies
They need RespirActin!
http://www.respiractin.com/
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=
Quote
"The future does
not get better by hope, it gets better by planning!"
Jim Rohn
Now is the time
to get your prospects planning for a great 2003! If you wait, it could
be too late and Robin Hood may have already taken them away.
- - - - - - - -
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
- - - - - - -
Please note that
all of the marketing ideas that are mentioned in our enewsletter or
on our web site are designed to help you grow your business. As you
know one size does not fit all and some of the ideas may work better
for specific applications.
