Strategies to COMPLETELY DOMINATE a market?!?

by nycmarket

Posted: 11 years ago 29 replies

OFFLINE MARKETING

Hey Guys and Ladies,

I am moving to a middle sized city in the mid west. The approx population is about 2 million people. I want to attract folks to check out my website were I offer different type of services. My question to you guys is what are some things that you have done to COMPLETELY DOMINATE a city. I mean to a point where literally one out of ten folks you approach have heard of or seen some type of your marketing. I want to kind of stay away from internet marketing. I want to do things that are in peoples FACE because my MAIN GOAL IS TO CREATE MOMENTUM. For example. I have plans to have my street team had out about 600k flyers over a 2 month time period. I plan on having a raffle to the give away season tickets to their football team. Another example, I am purchasing and old school bus and COVERING it with my a banner on both sides with my website. Then parking it on the field tons of folks drive by everyday. What have you guys done that have given you MASS exposure. Not a small sign in the local supermarkets, but things that give you MASS exposure. Give me your ideas that you guys have done that WORKED. I more so mean guerrilla marketing. Not traditional...radio spots...tv..etc. My budget is about 50k I can put towards marketing. And as I said my goal is to literally have at LEAST one in ten people in the city have heard about my site. All ideas are welcome..the more creative the better.

#completely #dominate #market #strategies

Doran Peck 11 years ago

Rather than hire people to hand out hundreds of thousands of flyers, just use EDDM postcards.
There is no faster way in existence to get your name in front of every set of eyes in the city, than direct mail.
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- nycmarket 11 years ago
  
  Have no Clue what EDDM postcards are...time to search the forum and google. Thanks for the heads up!! Do you think this will create the kind of MOMENTUM I am looking for?
  
  Thanks
  
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Eddie Spangler

11 years ago

50k to get a 10 percent awareness in a city of 2 million is a tall order.
Although eddm is awesome , 50k can only print and send about 200,000 cards or so 1 time.

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nycmarket

11 years ago

Eddie,

You are correct. I am over stepping a bit. But I am sure you understand my point. I want to use guerrilla marketing to the tune of about 50k to spread my message to as many people as possible. I now understand the EDDM method. I wanted to stay away from direct mail, I just feel like everyone else is doing it, and folks would just consider it junk mail..Am I crazy? I guess I was thinking about more creative or non traditional ways...

Thanks
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Doran Peck

11 years ago

Originally Posted by nycmarket

Everybody else is doing it...because it works. ...and so what if they throw it away...they still see it.

The secret to EDDM is to do it as a Co-Op mailer....use some of the space on say, a 6.5X9 or 6.5 X 12 card as ad spots for other businesses...either FOOD, or complimentary services to enhance your own thing. This helps your dollar to go further and ads value to the card and increases its response....

However, you want those ads to be absolutely killer...not the same old conservative crap they run everywhere else...you want your merchants to offer a sweet special deal just for you....they can't be "scared" when they create an offer otherwise the offer ends up being a sissy offer that no one gives a hoot about. An offer has to MOVE people off their butt and through the doors of that merchants place!...one they get in there the merchant can over sell them on whatever he wants.

You want your card to be recognized as having real value...something people will actually welcome in their mailbox....because the fact is...somebody from every single household in your city goes to the mailbox every day like clockwork....you should be there to greet them.

You will find soon enough that advertisers want to be seen on your website, your community directory or anything else you create because they know that whatever you are doing has massive exposure thanks in large part to your ongoing direct mail.

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nycmarket 11 years ago

Woowwww,

You guys are GREAT!! First, Dan..You just helped me CHANGE THE GAME..lol. I am going to do EVERY SINGLE thing you just mentioned, as long as my budget permits it!!

Doran, after doing my research I am GOING TO go crazy with EDDM! Thanks
Keep the suggestions coming guys!
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Eddie Spangler 11 years ago

I guess if we knew what you are trying to offer, the advice can be better and more specific.
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DaniMc 11 years ago

Hire a pilot who can do skywriting to spell your URL over a major sporting event.

Get on Model Mayhem, find a bunch of broke models, put them in tight t-shirts with your URL, and have them hand out flyers every weekend downtown for a month.

Put up a ridiculous controversial billboard next to a highway.

If there are homes next to the major downtown highway, approach the homeowners and tell them you will pay them $300 to put a large banner on the back of their house for 1 month. Do this with 10 homes along the highway. People will notice.
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Dustin Blevins 11 years ago

50k is more than enough to make your site well known to the city.

Go talk with a few advertising directors of radio stations and try to get events going with your company as a sponsor. Then you can also work on a radio advertising campaign. A solid radio campaign will run you around $1500 a month and a 3 month campaign would be great to get your name out there.
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bob ross 11 years ago

These suggestions are all fantastic. Dan's suggestion of paying homeowners money to put up big banners is really good... I've done it for my other businesses and it works extremely well. Most big cities tend to have local heavy traffic routes that tend to pass through lower income neighborhoods, which you'll find are much more receptive to putting a banner up than if you were to try to convince suburbanites.

I obviously would suggest EDDM but Doran and Eddie beat me to it. Doran's advice about tying in an awesome offer for a local restaurant is spot-on, that's a surefire way to get better exposure out of your postcards or flyers. Make sure though that your brand/website is displayed significantly on the card so that they don't just focus on the food coupon.

I do this with doorhangers currently, which I think you should think about as well. Plaster doorhangers on everyone's homes where you want to target and include a truly awesome coupon to a local pizza joint, bakery, oil change station, or car wash. Make it so that everyone loves getting your stuff in the mail or on their door because of the killer coupon attached.

Again, just make sure they clearly know that YOUR business is the reason they're getting this stuff. Maybe include an awesome coupon, and then lead them to your website in order to get MORE like it.
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bob ross 11 years ago

I should also mention... it will be much better to hammer 10,000 people 5 times than 50,000 people one time.
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- cruisinman 11 years ago
  
  Solid advice . . .
  
  Originally Posted by bob ross
  
  I should also mention... it will be much better to hammer 10,000 people 5 times than 50,000 people one time.
  
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Aaron Doud 11 years ago

Please come back and share what all happens once you have launched. I am curious what this is, where it is, and how it will end up.
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mjbmedia 11 years ago

Discover the 50 most connected and influential people in the area ideally in business,
do some outstanding work for them,
provide promotional materials (viral) for them to pass on,
job done.
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Mike
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misterme

11 years ago

Goodyear uses a blimp.

And everyone already knows who Goodyear is and they still have a blimp. I think to saturate a 2 million person city requires a blimp.

But not everybody looks up.

Strategically though, wouldn't it be better to saturate a market based on a profile of your target market, which being smaller would be less costly and easier to saturate, and then, after saturating that segment, expand to other profiles of the market, saturating them in turn, until you've organically covered the 2 million?

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Claude Whitacre

11 years ago

Originally Posted by misterme

Goodyear uses a blimp.

And everyone already knows who Goodyear is and they still have a blimp. I think to saturate a 2 million person city requires a blimp.

But not everybody looks up.

Strategically though, wouldn't it be better to saturate a market based on a profile of your target market, which being smaller would be less costly and easier to saturate, and then, after saturating that segment, expand to other profiles of the market, saturating them in turn, until you've organically covered the 2 million?

Damn you for saying it before me!
To the OP; What is your business? Surely everyone isn't a prospect. Always go after the low hanging fruit first, and then your marketing will be self-funding.

To me, it sounds like you like the word "Momentum". You want momentum? First, start with lots of sales, not a splash of advertising.

Want to blow $50,000 for advertising? In a month, nobody will remember anything about you. Momentum starts with sales, then marketing to people who are like the people who bought first.

Market to the few people who are far more likely to buy. And market to them again. But spreading your advertising to people who will never buy from you?

How silly.

Can you tell us your business? Maybe you can get some valuable advice.

Never advertise a website. A website is simply an address. Advertise what the website sells, to the people most likely to buy.

Nobody cares about your website until they want what the website sells. Your website is simply the address of your store.

It would be like having a retail store and the advertising simply says "2799 Cleveland Road Cleveland Ohio". What a monumental waste.

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cshilling22 11 years ago

I am guessing that you are offering offline marketing services?

Look into the chamber of commerce and other networking groups because those are targeted leads and you can tap into their networks through word-of-mouth and referrals. See if you can present to these groups or put on a free seminar. It is not exciting like some of the recommendations above but it definitely works to position you as the expert in the market and make sales.

Use some of your money to sponsor and partner with non-profits. It makes a difference in the community and gets your business positive exposure.
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KingOfContentMarketing

11 years ago

Cash alone will never get you there. To dominate a market the way you are describing means using PR and publicity in addition to any paid effort.

You need high visibility events that get covered by local media. They don't have to be huge events, but unique enough that reporters will come out to see what it is all about.

The best time to stage an event is on Saturday or Sunday. It's much easier to get on the local news on the weekend than during the week.

Then leverage the coverage in all your marketing material.

Use a charity tie-in to widen the appeal.

Here are some tips on working with the media:
http://www.blackenterprise.com/small...mall-business/

If you are looking to buy radio, try to work an event with the station as part of the buy. Not just a "remote" where they broadcast from one location. Really come up with something creative.

We could help you more if you can share more detail.

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nycmarket

11 years ago

So this is the deal guys. I recently got involved in a network marketing company my business partner told me about. Im sure everyone here knows the model. Folks come to opportunity meeting to see if this is something for them. That being said I DONT plan on doing the business the tradition way, harassing friends, family, co workers. etc. That is one of the main reasons why your avg. joe hates MLM and the folks that get involved. So being fully aware of that I am looking to recruit ONLY COLD MARKET. I plan on doing this via cold calling (on average these days I make about 1000 cold calls on a BAD DAY) so I am not afraid of no's and cold market pitching. So im not sure if you guys have any other great ideas on how to market and opportunity to solely cold market prospects.

The idea is they see my advertising, visit my website,have a call to action or giveaway that makes then CALL, speak to one of my team members, get scheduled for a meeting, then finally sign up. We will officially wont be launching the marketing until Jan 1 of next year so now we are just getting all our ducks in a row, planning, planning, and more planning. SO come Jan of next year we we want to be the talk of the town. Let me know if you guys can think of any other great ideas to totally CRUSH a market. Thanks again!

Thanks
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Claude Whitacre

11 years ago

Originally Posted by nycmarket

So this is the deal guys. I recently got involved in a network marketing company my business partner told me about. Im sure everyone here knows the model. Folks come to opportunity meeting to see if this is something for them. That being said I DONT plan on doing the business the tradition way, harassing friends, family, co workers. etc. That is one of the main reasons why your avg. joe hates MLM and the folks that get involved. So being fully aware of that I am looking to recruit ONLY COLD MARKET. I plan on doing this via cold calling (on average these days I make about 1000 cold calls on a BAD DAY) so I am not afraid of no's and cold market pitching. So im not sure if you guys have any other great ideas on how to market and opportunity to solely cold market prospects.

The idea is they see my advertising, visit my website,have a call to action or giveaway that makes then CALL, speak to one of my team members, get scheduled for a meeting, then finally sign up. We will officially wont be launching the marketing until Jan 1 of next year so now we are just getting all our ducks in a row, planning, planning, and more planning. SO come Jan of next year we we want to be the talk of the town. Let me know if you guys can think of any other great ideas to totally CRUSH a market. Thanks again!

Oh. Network Marketing. You make 1,000 calls a day.

Have you noticed that no MLM company does huge outside advertising to recruit?
Why do you think that is?

And I think waiting 7 months before you start any serious marketing is genius.

Now, if you own the company, maybe I have an idea or two.

Thanks
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nycmarket 11 years ago

Claude,

You lost me here buddy. Explain in details please.
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- Claude Whitacre 11 years ago
  
  Originally Posted by nycmarket
  
  Claude,
  
  You lost me here buddy. Explain in details please.
  
  Do you actually own the MLM company, or are you a distributor for the company? What is the general product/service category?
  
  Thanks
  
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  nycmarket 11 years ago
  
  Hey Claude,
  
  No we are reps, It is telecommunications and energy.
  
  Thanks
  
  1 reply
  
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  Claude Whitacre 11 years ago
  
  Originally Posted by nycmarket
  
  Hey Claude,
  
  No we are reps, It is telecommunications and energy.
  
  What experience do you have in MLM or in the energy & telecommunications business? Is the $50,000 coming from profits? Are you borrowing it? Mortgaging a home? It sure sounds like a lot of money to put into a new venture unless you aleady had a proven track record.
  
  I know these questions are bothersome, but you're talking about a big plan..and big money..
  
  What have you done so far with this business?
  
  Thanks
  
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vndnbrgj 11 years ago

Here is a problem you may run into with your MLM plan.
How many of your recruits are going to be able to replicate what you have done?

The key to a large and successful downline, is a proven marketing plan.
Something tohers can do as they join.

Your average recruit won't have $50k to mass market.
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Eddie Spangler 11 years ago

Nor will they be willing to make 1000 calls per day.

Sure you may be able to recruit some people but you will still need
to sell them on the MLM model and that model is NOT based on
making tons of cold calls or spending a bunch of money on marketing.
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Mike Murphy 11 years ago

Man oh man....first NYC, I REALLY admire your drive and passion. That's cool and great to see.

$50K is a decent budget. Getting in front of 10% of your 2 million people with banners on school buses and tired old ticks like that....not going to happen.

Direct mail...it works when done right and lots do it wrong.

MLM's a re a tough sell no matter what because people are so down on them. I have several friends who do great in their MLM's....

Let's move on to a couple solutions...

What is the opportunity? Who is your target market Where do they hang out or converge online (yes I know you said Guerilla/offline....but your peeps are more likely online....ie. Facebook)

Do you have any idea how much traffic you could get on Facebook for $50K? A lot.

Most importantly, like vndnbrgj said...you MUST teach your downline to recruit the way you do...so if you can't.....

Most MLM recruits fail because they lack the skills that the leader has to build the biz and often the leader hasn't got the chops to teach them. Saw this first hand with a couple loved ones that tried their hand in MLM.
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- nycmarket 11 years ago
  
  Yep, what you are guys are saying makes all the sense in the world. Me and my partner are well aware of that. We DO NOT expect our team to be able to duplicate what we are doing, thats not gonna happen. We only want them to duplicate a small fraction of what we are doing in their own cold markets. Our goal is just to get MASSES to see what we are doing. And then make is EXTREMELY EASY for them to duplicate on THEIR OWN LEVEL. All BS aside we are essentially going to be doing most of the business FOR and WITH them until we find leaders that can take it and run. And yes, we have a sizable budget for social networking etc. So, not to be an a$$hole, but all the "road blocks" you guys have brought up myself and my mentor have spoken about extensively. So that is really why I am just looking for more ideas..we have the "details" covered.
  
  Thanks
  
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KingOfContentMarketing 11 years ago

If you are hell bent on this crazy plan, consider doing something like Court TV did with this fake billboard campaign for a new show a few years ago--people were talking about it long after the ads came down:

https://www.nytimes.com/2006/07/24/b...ard.html?_r=2&

If you do something like that, go whole hog with the fake blog, fake videos and everything to back up the story. They are not easy to pull off but you would get huge buzz.

For any guerilla marketing or stunts, make sure they cannot be perceived as dangerous or a security threat like this one:

'Iron Man' stunt goes wrong when actor carries fake gun into movie theater in Missouri | abc7chicago.com
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Strategies to COMPLETELY DOMINATE a market?!?

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