Multiple Media Marketing …
What Works Best?
In this issue:
- The greatest secret to a pack of raving fans.
- Creating customers for life … fact or fiction?
- A ‘personal’ approach – or a ‘professional’ approach … what do they want from you?
- The dangerous game of guessing versus testing …
- 834% ROI – not bad at all!
- And Much More!
Fellow Business Builder,
Gasp. That sound is me coming up for air after running the very successful Wild West Wealth Summit. This was an event I was told not to do. Not enough time to market it. Wrong time of year. Wrong time of the week. The list of excuses I heard from others was long.
But I did it anyhow … and I am glad I did.
Here is my personal reason why I did it …
"WOW! The most valuable business information ever presented in one room I have ever had the privilege to be a part of. Will mean 100’s of thousands of dollars to my business! Experience has been priceless. Thank you so much for everything you have done to bring this all together." – Cheryl Hurlburt
"Great Summit! Well worth the drive from Arizona. Thanks so much for everything." – Kathleen Moser
"The quality of the speakers was excellent. It was the best money I ever spent on a seminar" – Carol Coutts
"3 days, solid packed with information and great speakers! It was great. Well worth it. Troy, you did fantastic. By far the best seminar I’ve been to. Thank you." – Denise Williams
"Excellent workshop. Exceptional value! Thank you! Thank you! Thank you!" – John L. Friesen
"I wasn’t expecting much – but was blown away! I really look forward to the next Wild West Wealth Summit! This was an absolutely AMAZING 3 days!" – Michael Roach
Having testimonials like that makes it MORE than worth it to me. Over-delivering and giving these first time clients an experience of a lifetime was a GREAT feeling. Based on the sample of testimonials above, do you think it’s fair to say they are now “raving fans” and would attend another event I put together? Of course! That was my goal.
In this day and age, over-delivery is a RARE thing … yet it is so easy to do.
I challenge you to find new ways to over-deliver and give your first-time clients an experience of a lifetime.
The repercussions will last you a lifetime.
As an entrepreneur, you are probably well aware that the times most people supposedly “in-the-know” say NOT to do something – is the exact time you SHOULD do something. They can be right – and you can be proven wrong very quickly. But, many times you will be the one proven right – they will have to ‘eat crow’ when you prove them wrong.
Which is exactly what I set out to do with the summit.
In order to get enough people at the summit, I had to act fast, and I had to try all kinds of different media to achieve my goal.
Luckily, I am armed with tools
from The Total Package!
Becoming a FAST writer became a breeze with help from Clayton’s newsletters. And creating lots of quality copy in short periods of time became an indispensable asset in this marketing process.
Why?
Because I used many different forms of media:
- print newspaper ads in local business publications
- e-mail marketing to my own lists
- pay per click advertising
- online targeted banners
- joint ventures with the speakers at the Summit
- joint ventures with non-speakers
- phone calls to existing clients
- fax campaigns (legal in Canada)
- post cards
- print newsletters
- print sales letters
- radio spots
- speaking to other groups of entrepreneurs
- teleseminars
- press releases
… to name a few!
Each and every step of the way I was measuring the results of what worked and what didn’t.
Boy-oh-boy was it a surprise!
Things I swore would have kicked butt – flopped big time.
And things I had zero faith in … ended up being my most powerful and profitable campaigns.
The key was to have multiple media ALL running simultaneously. In any given week, there were multiple campaigns on the go. Juggling and effective project management became a necessity, and way of life.
I tried numerous copy angles … from very personal stories, to historical facts on the Wild West and the great Klondike Gold Rush. I gave to charity. We tied in to a major world wide event. We tried hokey advertising – and we tried professional advertising … hands down … the hokey, more personal marketing worked better to put “bums in seats” at the summit.
Two of my biggest surprises:
Fax campaigns: In Canada, it is still legal to hire companies to send fax broadcasts to large lists of people. You can also fax your own clients as well, legally. It is incredibly inexpensive – and WOW – did it ever work well!
Who would have guessed? I didn’t guess – I tested. A very pleasant test result – many bums in seats!
Radio spots This one surprised me in a bad way. I thought targeted radio spots would get me quite a few people – but it bombed. I know radio works for seminars – but the station I tested didn’t work for me. My mistake was in not trying more stations. I first bought 65 spots to run over a week span. The 30 second spot directed them back to a website URL – which was tracked to the radio ads.
Advertising sales reps HATE direct marketers – because we KNOW, right down to the penny, if their advertising media works or not. After watching this test bomb badly, we tried a couple other scripts to see if that made a difference … to no avail.
When the ad run ended – I reported the dismal results to the sales rep.
Their answer was exactly what I would have expected from them (and from anyone else who is clueless about measurable marketing) "buy more spots – it takes more exposure …". Blah, blah, blah is what I heard.
I made them a deal – "you run more spots for free to prove to me that’s what it takes. After you have proven to me that more exposure will fix the disastrous results, then I will consider trying your station again. Until then, I can say I would never run ads again with your station – not until I see solid proof that it is a wise investment."
They hate people like us!
But, they agree to run another week and a half with a brand new script. Same results as before – nothing – as expected. I saved myself a bundle of cash by asking them to prove they do what they say. I learned that their station was a bad fit for me and this event.
It also reinforced why we must be constantly on guard to test every type of marketing we do, and when something doesn’t work as expected – try and find out why. Test multiple new approaches – if they don’t work – the media is probably NOT a good fit for your ideal client.
But you also must test things that you don’t think will work – because they just might.
My fax campaign returned to me a 834% ROI!
And I did not think it would work all that well … silly me. I was glad to be proven wrong!
This was a great learning experience for me in many ways. And I hope you try some new media based on my results (if you need access to any of the suppliers I used, maybe not the radio station), then let me know.
One very important point I need to make sure you understand – OFFLINE marketing did MUCH better at selling seats than ONLINE media did.
If I had relied only on the Internet, I would have bombed big time.
But, we all know better than to rely on one media only – that is incredibly dumb to do. The Internet is just one form of marketing – putting all your eggs in that basket is not a very smart idea. Multiplying the results of your marketing through multiple media – IS a smart idea.
Try it for yourself … let me know your results.
The home study version DVDs are available for pre-order.
They are available at a discount from the release price. See more of the testimonials and get your copy reserved now before they go up.
It all makes me VERY happy I didn’t listen to the naysayers out there!
Thanks again … talk to you next week.
To your success,
Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE™
Looking for resources related to this article? Try some of these.
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Looking for past issues of The Total Package? Click here for our archives.
A Final Note:
If you have specific subjects you would like addressed, or have any comments on what you have seen here, please submit a comment below and I will see how I can help.
"The problem with most failing businesses is not that their owners don’t know enough about finance, marketing, management, and operations – they don’t, but those things are easy enough to learn – but that they spend their time and energy defending what they think they know.
"My experience has shown me that the people who are exceptionally good in business aren’t so because of what they know but because of their insatiable need to know more."
–Michael Gerber
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Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Mike Z. — July 17, 2007 @ 10:59 pm
Congratulations Troy!
Glad to hear the event was a success.
As always thanks for sharing your knowledge.
Mike Z.
Comment by Andrew Cavanagh — July 18, 2007 @ 6:11 am
Nice piece Troy.
One mistake that could have killed your response from radio would be redirecting your prospects to a URL.
Over 2 years of appearing on radio regularly and trying many different approaches I found that sending prospects to a URL instead of a phone number suppressed response by over 90%.
And it\\\\\\\’s worse than that because the website would only convert at 10% whereas over 97% of people who called a phone number would buy.
So we found you get less than 1/100th the sales if you send radio prospects to a website instead of getting them to call a phone number.
Having said that I have heard of successful promos radio to URL…haven\\\\\\\’t actually seen proof of any though!
Kindest regards,
Andrew Cavanagh
Comment by Greg Marsden — September 22, 2007 @ 9:47 am
Hi, this is Greg Marsden. If anyone has any questions about the topics we\’ve discussed please feel free to email me at[EMAIL]greg@gregmarsden.com[/EMAIL] as well.
Thanks, Greg.