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Why Should I Buy Anything from You?

Why Should I Buy Anything from You?. Essential Concerns for Promoting Your Micro-Enterprise Griffin-Hammis Associates, LLC www.griffinhammis.com Creating Communities of Economic Cooperation. Essential Concerns for Promoting Your Micro-Enterprise. 20 million nonfarm businesses in the US

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Why Should I Buy Anything from You?

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  1. Why Should I Buy Anything from You? Essential Concerns for Promoting Your Micro-Enterprise Griffin-Hammis Associates, LLC www.griffinhammis.com Creating Communities of Economic Cooperation

  2. Essential Concerns for Promoting Your Micro-Enterprise • 20 million nonfarm businesses in the US • Only 30% generate Customers thru Advertising • Over 9 million businesses are run by 1 person • $236 Billion spent yearly on advertising in the US • We’re each exposed to 2,500 Ad messages daily • Children see 50,000 TV Ads a Year Griffin Hammis Associates

  3. Essential Concerns for Promoting Your Micro-Enterprise • In many cases, Advertising isn’t Cost Effective • Customers lured by Ads tend to be Disloyal • Advertising/Advertisers are viewed as Dishonest and Manipulative • Of your 5 Local “Favorite” Companies, how many have an Advertising Campaign? Griffin Hammis Associates

  4. Essential Concerns for Promoting Your Micro-Enterprise • Consider their advertising Approaches: Griffin Hammis Associates

  5. Essential Concerns for Promoting Your Micro-Enterprise • Consider their advertising Approaches: Griffin Hammis Associates

  6. Essential Concerns for Promoting Your Micro-Enterprise • Consider their advertising Approaches: Griffin Hammis Associates

  7. Essential Concerns for Promoting Your Micro-Enterprise • Consider their advertising Approaches: Griffin Hammis Associates

  8. Essential Concerns for Promoting Your Micro-Enterprise • Critical Issues: • Satisfying Current Customers (80/20) • Attracting New Customers • Learning more about Potential & Current Customers • Determining effective outreach methods Griffin Hammis Associates

  9. Essential Concerns for Promoting Your Micro-Enterprise • Outreach/Promotion: • Direct Marketing • Listing • Sales • Service • Parallel • Peer Griffin Hammis Associates

  10. Essential Concerns for Promotion: Checklist • My product/service is the best it can be • I have a visible, understandable & generous customer service policy • I can clearly describe my business & so can my suppliers, customers, friends, employees • My pricing is clear & understandable Griffin Hammis Associates

  11. Essential Concerns for Promotion: Checklist • My customers refer others to me • My business is easy to find • My business is easy to buy from • I maintain a complete list of customers • I maintain a calendar of marketing events • I am prepared to Grow my Business Griffin Hammis Associates

  12. Essential Concerns for Promotion: Step 1 • List 4 Things Your Business Does for its Customers • List 2 Ways Customers can Contact You Griffin Hammis Associates

  13. Essential Concerns for Promotion: Step 2 • Answer: “What role does my business play in the life of a Customer?” • 1. • 2. • 3. Griffin Hammis Associates

  14. Essential Concerns for Promotion: Step 3 • What are the 4 Best Ways to Promote your Business: • 1. • 2. • 3. • 4. Griffin Hammis Associates

  15. Essential Concerns for Promotion: Direct & Parallel Marketing • Samples your Customers might find Useful: • Demonstrations: • Classes: • Value-added Post-Sale Follow-up to Customers: Griffin Hammis Associates

  16. Essential Concerns for Promotion: Materials • Descriptive Brochure • Descriptive Label • Books and Articles • Instructions/Manuals • Clear Website • Samples • Other… Griffin Hammis Associates

  17. Essential Concerns for Promotion: Contacts • Easy Access Store-front • Catalogs • 1-800 number • Publicized E-Mail with Quick Response • Website with Logical Address • In-Store Expertise, Instruction, Classes… • Other… Griffin Hammis Associates

  18. Essential Concerns for Promotion: Customer Assurance • Give Verbal/Written Assurance of Quality to Customers? • Is Customer Satisfaction Measured? • Is there later-term Customer Follow-up? • Is it easy for Customers to Rate your Service & Products? • How do you fix problems? • Do you ask for Referrals to Prospective Customers? Griffin Hammis Associates

  19. Essential Concerns for Promotion: Accessibility • White Pages Listing • Yellow Pages Listing • Answering system that’s Responsive • 1-800 • Website • Contact info on Cards, Ads, Receipts, Brochures, Vehicles… • Maps, Driving Directions, Hours of Operation… Griffin Hammis Associates

  20. Essential Concerns for Promotion: Walk-up Accessibility • Accessible Space • Flow is Considered • Clear Signage • Parking Available • Easy to Get in Doorway • Convenient Hours Griffin Hammis Associates

  21. Essential Concerns for Promotion: Listing • In all Appropriate Journals/Newsletters • Local Business Publications • Public Bulletin Boards • Trade Association Publications • Local/Regional/National/International Databases • Thrifty Nickel • “Services” Classifieds • Yellow Pages • Local Charitable Events (Fun Run T-Shirt…) • Others… Griffin Hammis Associates

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