How would you go about this?

18 replies
Pounding the pavement, trying to sell ad space is what I've tried to do but I just realized I might be going about it the wrong way. What if it wasn't a one-off ad they REALLY needed but an on-going marketing campaign? As in, a part of the city having been revitalized but not too many being aware of that fact and merchants starving for new "blood" as in trying to draw in a larger crowd.

Me, then approaching all biz in that area as in being the coordinator for marketing them offline as well as online? Not trying to sell each individual biz an ad, seo, sms, website or what have you.

The area has around 250-300 businesses all in all.

What would you do? Not as in solely making money for yourself but as in actually bringing in a larger crowd on an on-going basis.

Thanks in advance,

Eva
  • Profile picture of the author Jason Kanigan
    Get Claude Whitacre's book Selling Local Advertising. Search for it here on the forum. It's on Amazon & Kindle.
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    • Profile picture of the author Vikuna2009+
      Originally Posted by Jason Kanigan View Post

      Get Claude Whitacre's book Selling Local Advertising. Search for it here on the forum. It's on Amazon & Kindle.
      I got that one, Jason. The question was not about how to sell.... Thanks anyway and Happy Easter!

      Eva
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      • Profile picture of the author Jason Kanigan
        Originally Posted by Vikuna2009+ View Post

        I got that one, Jason. The question was not about how to sell.... Thanks anyway and Happy Easter!

        Eva
        Go back and read the part about seminars near the end, then.

        I read your post several times and it still looks like a sales question.

        If you're asking how to get better results with the solutions you provide to your clients...that's another thing entirely.
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        • Profile picture of the author Vikuna2009+
          Originally Posted by Jason Kanigan View Post

          Go back and read the part about seminars near the end, then.

          I read your post several times and it still looks like a sales question.

          If you're asking how to get better results with the solutions you provide to your clients...that's another thing entirely.
          Ok, I will do just that, re-reading that is. But, The line in red is what I am asking for, my mistake for not making that clear,

          Eva
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  • Profile picture of the author digichik
    Eva, selling them ad space is a great way to get your foot in the door for other offline services. I sell ads using Bob Ross' 9x12 system, but I have generated much more income by selling these same clients other internet marketing services --e.g. web design, seo, rep management,etc.. Look at it like this, you are approaching them with something they understand, print advertising, and now that you have sold them ad space, they are open to talking with you about your other services. You have established a rapport, and you have credibility. It just makes the other upsells easier.

    Put together a collection of services you feel comfortable offering, so that when the opportunities present themselves you are ready to close them.

    You can also generate good income from doing solo direct mail campaigns for individual businesses. Many businesses want to use direct mail, but want to take the time to put it together. Just a thought.
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    • Profile picture of the author Vikuna2009+
      Originally Posted by digichik View Post

      Eva, selling them ad space is a great way to get your foot in the door for other offline services. I sell ads using Bob Ross' 9x12 system, but I have generated much more income by selling these same clients other internet marketing services --e.g. web design, seo, rep management,etc.. Look at it like this, you are approaching them with something they understand, print advertising, and now that you have sold them ad space, they are open to talking with you about your other services. You have established a rapport, and you have credibility. It just makes the other upsells easier.

      Put together a collection of services you feel comfortable offering, so that when the opportunities present themselves you are ready to close them.

      You can also generate good income from doing solo direct mail campaigns for individual businesses. Many businesses want to use direct mail, but want to take the time to put it together. Just a thought.
      Thanks for the great advice, I do not know if you know, but I am also a member of bob's forum. That, however is besides the point. My question was, basically, how can you take it to the next level and how would YOU do that?
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      • Profile picture of the author cruisinman
        Originally Posted by Vikuna2009+ View Post

        My question was, basically, how can you take it to the next level and how would YOU do that?
        If you have it down to a science - then spread out and show others how to do it and earn an over-ride . . .

        Become the "Teacher" . . .
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        Life - enjoy it . . .

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  • Profile picture of the author Brian Alaway
    Originally Posted by Vikuna2009+ View Post

    The area has around 250-300 businesses all in all.
    Is there a neighborhood business association? Maybe approach them with some free marketing ideas/consulting. Become their marketing coach to open the backdoor to others.
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  • Profile picture of the author PanteraIM
    Hi, I think I understand your question..

    I would create a geo-located directory for these 250, 300 businesses and call them to offer a free listing.

    Getting the free listing is a good way to estimate the buyer appetite and to talk to the owners whilst not actually 'selling' anything.

    Once you separate the serious buyers in those 300 leads I'd hook the serious prospects up to a drip feed campaign to soft sell them your services.

    Then work your way down from the most serious to the least and start over again in a newer area.

    There's lost of positioning/branding opportunities here to be seen as the authority if the niche is untapped.
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    you cant hold no groove if you ain't got no pocket.

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    • Profile picture of the author Vikuna2009+
      Originally Posted by PanteraIM View Post

      Hi, I think I understand your question..

      I would create a geo-located directory for these 250, 300 businesses and call them to offer a free listing.

      Getting the free listing is a good way to estimate the buyer appetite and to talk to the owners whilst not actually 'selling' anything.

      Once you separate the serious buyers in those 300 leads I'd hook the serious prospects up to a drip feed campaign to soft sell them your services.

      Then work your way down from the most serious to the least and start over again in a newer area.

      There's lost of positioning/branding opportunities here to be seen as the authority if the niche is untapped.
      I agree, that is one way that I've been contemplating. There are quite a few too that do not have their individual website but having their own site is not the complete answer though.

      Eva
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    • Profile picture of the author cruisinman
      Originally Posted by PanteraIM View Post

      Hi, I think I understand your question..

      I would create a geo-located directory for these 250, 300 businesses and call them to offer a free listing.
      Can't pay the bills with "free" . . .
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      Life - enjoy it . . .

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  • Profile picture of the author digichik
    Me, then approaching all biz in that area as in being the coordinator for marketing them offline as well as online? Not trying to sell each individual biz an ad, seo, sms, website or what have you.
    The advice from Brian Alaway and PanteraIM is very good. If there is no neighborhood association perhaps you could put it together for them. Why not offer to do an association EDDM mailer to introduce potential customers in the surrounding areas to these businesses. Talk to the president of the association if they have one, see if he/she is interested in getting behind this type of promotional mailer.


    You might also want to look into doing something like a First Friday Art Walk, to introduce new customers to the newly revitalized area. This is being done in Downtown Oakland and Mid-Town Sacramento as a way to draw in new business to areas under going revitalization.

    As Jason suggested, you may want to look at putting on a free seminar on how effectively use the internet to market their business, for the business owners in this area. This will allow you to meet them and establish credibility as an expert. See some of Claude Whitacre's post about giving these free seminars, he usually gets several paying customers from them.
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    • Profile picture of the author Jason Kanigan
      Originally Posted by digichik View Post

      As Jason suggested, you may want to look at putting on a free seminar on how effectively use the internet to market their business, for the business owners in this area. This will allow you to meet them and establish credibility as an expert. See some of Claude Whitacre's post about giving these free seminars, he usually gets several paying customers from them.
      SOMEONE was paying attention!
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      • Profile picture of the author digichik
        Originally Posted by Jason Kanigan View Post

        SOMEONE was paying attention!
        Yep, I pay attention. Knowledge is power and it get's you a paid, if you take action.

        This place is, literally, a virtual gold mine. Golden nuggets of knowledge, given away freely!!!
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  • Profile picture of the author Eddie Spangler
    Play your cards right on this one and you can pretty much guarantee yourself
    a permanent 100k a year income.
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    Promise Big.
    Deliver Bigger.
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  • Profile picture of the author SteveSki
    I think what you are asking is not how to sell a business owner on hiring you... rather you are asking how to deliver real results... how to get more people to come into their businesses and buy.

    Is that right?

    If yes, one option you could test is select 12 - 15 categories of business types and only place one business into each category so each business is given an exclusive. Then use the Magic Box WSO to build a list of Names and Mobile / Cell phone numbers in each of these local business locations.

    Then pool all of the leads together and cross promote each business to the entire list via SMS Text Message Marketing. Make sure the people are told to show the business owner the mobile coupon or text marketing message on their phone to redeem the offer.

    Hope this helps you.

    Cheers,
    Steve
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    • Profile picture of the author Colm Whelan
      Originally Posted by SteveSki View Post

      Then use the Magic Box WSO to build a list of Names and Mobile / Cell phone numbers in each of these local business locations
      Does someone have a link for this? For some reason I can't find it!
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  • Profile picture of the author InsightIM
    Traffic, traffic, where is the traffic? My understanding of your situation is a basic marketing question, where is the traffic going to come from for all these businesses? Online or offline the question is the same.

    There are parts of any city that are dying or recovering. There are areas of any city that people drive through, but don't stop in because the neighborhood looks "rough".

    Offline getting traffic is much tougher, especially in economically depressed areas because the whole community is responsible for its condition. Many times businesses "start up" in these areas because rent is cheaper there, and then they struggle to get paying clients because the people that walk by their shop everyday are not their target market.

    Real marketing research will help you out of this situation. Find out who these businesses clients are, find out WHERE they are, and find out how to reach them.

    It may be that a collective radio ad promoting the area businesses would reach people in their target market and bring people to the neighborhood.

    It may be that billboards and flyers in other neighborhoods where their target market is would bring in new business.

    It may be that their target market lives in a particular subdivision or neighborhood and just doesn't drive to work that way.

    It may be that putting these businesses on Google Local would bring in more traffic for them.

    Or it may be that these businesses need to move to where their clients are.

    Market research. Who are they, where are they, and how can you profitably get these businesses in front of them.

    Hope that helps.
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