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How Would You Market This To Offline Businesses?

by Prashant_W
6 replies
Hey folks,

I live in Singapore (a pretty small country with a fairly small consumer market).

How would you market the benefits of articles to offline businesses, given the geographical demographics?

I was thinking along the lines of producing a newsletter for them.

I've been pondering over this for a while already. I just can't put my finger on how I would explain the benefits of having a newsletter to... say, a dentist.

The content is obvious. Stuff along the lines of dental care tips, the benefits of regular check ups, etc.,

In my head, it makes sense to tell these businesses to give the newsletter out instead of making people pay for them... But how would you explain the perks of this to them?

Does anyone do this? How many articles is advisable per issue? And how do you price this service?

Oh, and I'm still stuck between online and offline versions of newsletters. Which would you market to potential businesses? And why?

Looking forward to your reply,

Cheers,
Prashant
#businesses #market #offline
  • Profile picture of the author hostwindsEvanM
    Just like any other place. The only thing they want to hear is how the investment will bring them business - open a channel for effective marketing and new leads. Only you will know what is best living there.
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    • Profile picture of the author Prashant_W
      Originally Posted by hostwindsEvanM View Post

      Just like any other place. The only thing they want to hear is how the investment will bring them business - open a channel for effective marketing and new leads. Only you will know what is best living there.
      Exactly. I understand this. My question though is, how would this be explained to a business owner?

      Thank you for your reply, by the way. Much appreciated.
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      • Profile picture of the author jimbo13
        Well I don't think Dentist is a great example.

        Brush teeth, floss, check-up every 6 months. Everyone knows that so what else would you put in a newsletter and who wants one from a dentist.

        You probably have a dentist yourself. Do you want him to send you a newsletter every month?

        Probably not.

        HOWEVER.

        Any hobby/pastime shop is a different matter.

        Biggest participation sport in the UK for example is fishing.

        So a fishing shop (or cycling shop, knitting shop ad nauseum) sending out a monthly newsletter is different because their customers already pay for magazines which they look forward to receiving.

        So they will look forward to receiving a fishing newsletter from the local tackle shop which has articles, fishing jokes, fishing competitions, fishing facts, fishing offers, refer a friend to us, etc etc because it will make them go back to that same shop time and time again to get their supplies and generate new customers.

        Newsletters from Tax Advisers are the same even though not a hobby. People who appoint Tax Advisers do so because they want to pay less tax. If they get a newsletter every month giving them some tax minimising tips as well as where to invest, that acts in the same way as a hobbyist newsletter.

        Those types of newsletters get handed out between people of similar mind so physical is best.

        They are helpful, come from a trusted source and also help sell new products/services all the time.

        Spas, hair salons, Travel Agents all could do with this sort of thing.

        You knock up a tailored newsletter for one of those type of businesses and they will see results.

        So they will repeat buy from you plus act as testimonials for you.

        Pricing is trickier.

        There are UK companies who charge £328 per newsletter to Accountants and IFAs but they are very high quality newsletter and very personalised.

        Generic newsletter tend to go for a lot less, like 95% less, but then generic newsletters don't work as well.

        Depends upon how much work you wish to do really.

        Dan
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        • Profile picture of the author Kevin AKA Hubcap
          I don't know what type of business you're working with but jimbo13 has given you very valuable information.

          There are UK companies who charge £328 per newsletter to Accountants and IFAs but they are very high quality newsletter and very personalised.
          jimbo--do you know the level of personalization that entails and how is it accomplished? For instance, does the newsletter company send the client a semi-complete publication which they then finish or are the articles and images sent to the newsletter company and then incorporated into the piece?

          Also I'd love to hear any additional info you deem relevant about this particular model.

          Kevin
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  • Profile picture of the author Jason Kanigan
    Traffic and conversion are your factors here.

    If they have no articles, they get no traffic, right?

    If the articles are good, they'll turn readers into customers.

    Get your prospect to tell you what they think the traffic and conversion rate will be. Adjust if you think they're too high or too low. Then multiply the two together.

    So your prospect believes by getting some articles out there, they'll attract 1000 readers a month. They also believe that 2% of readers will buy a related product linked to in or at the end of the article. That's 20 sales a month. Let's assume you're comfortable with these figures.

    Ask your prospect what the average value of a sale is.

    20 X $100 = $2000/month or $24,000 a year in new revenue.

    These are low, low, low numbers. Reality could be much higher.

    So what are your articles worth now?
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  • Profile picture of the author ghostrecon
    Make it easy to relate to. Refer to a higher customer engagement, a closer connection with their clients etc, leading to word of mouth recommendations and repeat business.
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