Build Your BusinessThrough Better Marketing

Presented by ASI Distributor Services

• Build your brand

– “A brand is the emotional connection between a customer and the company, product or service. It is created by consistent messaging and delivering on the promise of your message.”

• Volvo = safe cars• Nike = athletic achievement

www.ASICentral.com/marketing

www.ASICentral.com/marketing

• Develop an elevator pitch– 30 second, memorable

description of your business• States who you are, what you

do, and who you do it for• Differentiate yourself from

others by including a unique selling proposition (USP)

– Great customer service is not a USP. Answering all customer messages in 2 hours or less is part of a USP.

www.ASICentral.com/marketing

• Set a budget– Most businesses spend between 5% – 10% of their

gross sales on Marketing• Download ROI spreadsheet and lead tracking forms

• Get the biggest bang for your buck– On average it takes 4 marketing/ advertising exposures for

an individual to become familiar with your company or product.

• In traditional ‘mass marketing’ individuals only see one out of every 7 ads you place. So, unless you have an unlimited budget it is vital to target your marketing to specific prospects.

www.ASICentral.com/marketing

• General marketing rules:– Set clear goals for every campaign. Repeat what

works for you until it stops working.– Understand that frequency and repetition of the

same message is the key to success. – Send each prospect at least 4 marketing pieces.

www.ASICentral.com/marketing

• What to send - use various methods to reach your targets:– Catalogs– Fax– Email

• ESP Online (event ideas, sales flyers, other)• LogoMall

– Phone– Direct mail (letters, postcards, brochures)

• Mailing with self-promoting products is best!

www.ASICentral.com/marketing

• What to include in each marketing piece– Have a compelling ‘call to action’ for your prospect.

• Give them a reason to call or email you NOW!

– Clearly state the benefit of your company or product to the end-buyer.

• Why should they choose you?– Service? Dependability? Price?– Remember, the ad isn’t about you... it’s about

what you can do for them!

– Your phone number, Web site URL, and email address

The Successful Start• Position yourself as a

Branding & Marketing expert

• Crossing over from another industry?... Start with the clients/contacts you already know!

• Set up a display & order imprinted catalogs

• Actively promote your website everywhere

• New business? Start by selling to people you know

Inexpensive ways to use ESP Online to create marketing campaigns:

• Event Planner– Pre-designed presentations around major events

such as golf outings, breast cancer awareness

• Favorite items/ sales– Develop a flyer with your most-popular items, note

special pricing

• Hot items from the ASI Show• Create 1 – send to many

– Cut and paste between clients

• $1,000 give-a-way• Featured products• Select-a-search• Video capability• Unique landing pages/

forms

Promote your site on the following:

• Your signature on outgoing email correspondence

• Business cards, letterhead, & fax sheets• Quotes, invoices, letter stuffers• Office signs• Voice mail (office and mobile)• Catalogs, your apparel, self-promos• Shipping boxes & packing tape• All marketing materials

Catalogs

• ASI produces 10 different catalogs to market your business

Top sellers:

- Spectrum- Idea Showcase- Media File- The Gift Book

• The average catalog is viewed by 3 or more prospective customers

• Drives traffic to your website

SEM/SEO

• Search Engine Marketing (SEM)– Paid ads on search pages from Google/Yahoo

• You only pay when someone clicks• Prices range from 10 cents to $5 or more/ click

– With careful planning and understanding of your conversions this can be a very cost effective way of marketing.

• Adwords.google.com (Google)• www.overture.com (Yahoo)

SEM/SEO

• Search Engine Optimization (SEO)– Difficult to stay on top of– Requires a great deal of time and energy

• Lower ROI than other efforts

– If you have the resources pay for the service• Make sure they are reputable

Social Networks/ Groups

• Low/ no-cost way to network and stay in touch with clients and prospects– LinkedIn, Facebook are best for end-buyers &

business– ASI Social Network www.asinetwork.com

• Good educational and networking resource of 3,000+ distributors and suppliers

– Google groups/ Yahoo groups• Join and become an ‘advisor’ on relelvant topics

Thank You

We look forward to helping your business grow in our industry

ASI Distributor Services800-546-1350

www.asicentral.com/marketing