Are You Guilty of Marketing Only Half Way?
Last week, I was at the local car wash with my son and watching as our car progressed through the automated wash. While we watched, a
michael kors zip top tote gentleman approached me and said that he wanted to give me a coupon for a free wash. Of course, I was curious?what was the catch?
It turns out the gentleman was an insurance agent. He was hanging out at the car wash to generate new leads. I was a little disappointed that there was something behind his random act of kindness, but I'll give him credit for ingenuity. The offer was simply a free car wash to offer yourself up to get a quote. We talked for a few minutes because, of course, I was curious as to how well this was working for him.
Turns out, the project wasn't all that fruitful and I'm not surprised. He was successful in tracking down his target market?people with cars. But that's where it stops. There was no sizzle after the steak.
So here was his process: 1) he offered the free car wash and then introduced himself; 2) then he offered the complimentary
Outlet Michalle Kors insurance quote. He did a decent job of getting me to know him and he started to get me to like him with some simple small talk. However, after that is where the engagement stopped. And I even asked him to take me through the whole process because I thought maybe I wasn't getting the whole story and I was also curious?I was thinking this might make a great case study.
There are a number of things he could have done at this point to actually gain a real lead. Even if people don't go for the quote, this shouldn't end up as wasted time. The idea here is to find a way to take the prospect to the next step?doing something to build some trust so that you have a means of continued contact. If you don't get the contact information, you've missed out and you really are guilty of marketing only half way.
Just because someone isn't interested in the quote, is there still an opportunity to further engage? Sure. The important point is that you want to provide useful and educational information so you can start to build some level of trust in the hopes that they will offer their contact information to give you the chance to continue to develop that trust.
The benefit
Outlet Michael Kors Outlet Grayson Satchel of thinking this part through is that it keeps you focused and you don't end up marketing half way. When small businesses are marketing, they often try to take people from the know stage directly to the buy stage, and that doesn't work. Buyers need time to build some kind of relationship with you and build some level of trust with you. Being focused helps you to hone both your offer and your market, making sure you're actually doing something that has some kind of benefit that you can measure. This is also helps you make sure your activities are manageable.
The next
michael khors outlet store point then is to put some goals and objectives around what you're trying accomplish and actually measure it. This gentleman was trying to generate leads. So put some goals around how many leads you need to generate to deliver the kind of revenue or profit you're looking to make. You can then break this down from annual numbers to what needs to be accomplished on a monthly basis so you have something manageable to work with.
Offer an
michael kors python wallet opportunity to market to these people and without some form of contact information, you're no further ahead than prior to meeting them. Here are 4 different options you could think about.
1.Newsletter Subscriber?Ask them if they are interested in understanding how to protect their family from something that is
2.Business Card--Give them your card and tell them about the type of client that makes a great client for you. For example, some insurance brokers have products that are targeted at teenage drivers. Pick a product or segment that is very specific as they will likely be able to think of someone who is affected by that kind of problem.
3.White Paper?Offer some kind of resource that educates them further about what kinds of activities can impact your auto insurance rates. The term white paper suggests that it's not a sales document but that it's intended to help educate rather than sell. You can offer to send it to them.
4.Facebook Page?Tell them you post car care maintenance tips on your Facebook page almost every day and that you think they might find some useful information. You can also use some simple contest to encourage people to visit the page frequently as well.
If you feel like you're chasing your tail, there's a chance that you really are.
There are a number of things that can be done here to build trust and collect that contact information. And encourage you to now take on the role of further educating these people to become better consumers in your industry. Business owners should think ?Am I leaving them hanging??
This is the point at which you as a marketer still have an opportunity to gain a lead or someone to actively market to if you've done a decent job of establishing a level of personal engagement with this individual. The next step here is to work at building trust. Here is where resources
michael kors us outlet store like a personal insurance inventory document could be useful or a resource detailing ?10 Things To Do If You've Had An Auto Accident. The best thing to do here is to offer These Once they've offered their email address, they've just raised their hand to be marketed to.
Provide your contact information?at least a business card
Provide something tangible for them to take along, most people will hold on to it
With insurance which is a personal item, there are a lot of people who will do more research and not commit to buying from you right away so you need to have ways to keep in touch and keep yourself top of mind?add to electronic newsletter
Be sure to give them your card regardless
Think about how you can get their contact information to ensure you get a lead
Provide some kind of resources?5 thing you can do 1. Audit?audit existing insurance coverage or audit existing telecom plan or network or what ever the case may be2. Inventory 3. Educational Event?or white paper?telling them everything they need to know 4. Provide them with a details on how to 5. Most stolen vehicles?largest risks you might face?with your car 6. What to do if you have to make a claim 7. Earthquake preparedness document
The ideas was to get people to do insurance quotes?give them the car wash cert via email, what else can you offer, our next newsletter will have ?.
Home inventory
Car damage report
Kelly Weppler
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