How to Reactivate Past Clients – Part 2 – 8 Steps to Designing a Reactivation Campaign

Posted by nancybaki on April 12, 2019

 

 

 

 

 

As promised here are the 8 Steps to Designing a Reactivation Campaign

One of my clients just launched a fairly large reactivation campaign. While there are many ways to run a reactivation campaign, the following steps will set you on a straight path should you decide to launch one.

First, understand that a reactivation campaign is when you create a strategy around those sleepy subscribers. You want them to get back to opening your emails and engaging with them. This can help improve sales, click-throughs, website traffic, and more.

 

1- Who is your target?

Are these people who stopped buying from you six months ago? Three months? Twelve months? If you run a subscription service, are they people who canceled one month ago? Two weeks ago? Two years ago? Decide first who you want to try and reactivate. If someone bought from you four years ago and you’re just now getting around to sending them an e-mail, it’s probably too late. It’s OK to run a few different variations of the campaign if you want to target several different groups from above.

2- What’s your goal?

I’ll take a wild stab and say your goal is to either have these consumers buy from you again, re-subscribe to your services, or otherwise reengage with your company. But, are there more specific goals than that? Maybe you want to introduce a new product line, introduce a new account manager, or upsell them on something they already own (or a service they already use)?

3- Why did these consumers leave?

Unlike a normal marketing campaign, you need to understand why your consumers left. Did they not like your products? Were you too expensive? Did you not have enough content in their particular field to keep them interested? Knowing the reasons they probably left will enable you to craft a message that addresses those issues specifically.

4- What segmentation or persona data do you have?

If you can segment these consumers either by persona or by purchase habits, you can make your reactivation campaign that much more effective. The rules here are the same as for any direct marketing: don’t just send a mass “We want you back” e-mail. Instead, use whatever knowledge you have of the consumer in order to create a more relevant message.

5- Split test offers.

It’s fine to offer a reactivation discount code to these consumers. They were effectively “dead” anyhow, so you aren’t really losing a full-price purchase by offering them a discount. However, showing consumers that you understand them and have new offerings that meet their needs might just be enough. So, do a split test and create discounts for some percentage of the group, but not all of them. See how they do when compared to the group with no offer.

6- Focus on your content.

Instead of just saying, “We want you back, here’s 15% off,” make a real Show your consumers you understand them. If they used to buy video games, talk about all the new things that have happened in video games since they last checked your site out. If you run a content subscription-based site (like E-Learning), highlight the new content you’ve added to your site since they were last members. Put the relevant content first. Consumers can get a discount anywhere if they try. It’s your content and products (if they’re relevant) that will be more interesting to them.

7- Make it easy for them to come back.

If it has been a while, there’s a good chance your consumers don’t remember their usernames or passwords. Either send them this information (or at least their username) in the e-mail, or make it really easy for them to find it. If their account has “expired,” make it easy for them to renew without reentering all their information again. If you offered a discount code, make it very clear where they enter it.

8- Reach out via different channels.

Are these consumers on Twitter (and do they follow you)? If so, send them a direct message, not an e-mail. E-mail marketing is great, but try other channels if you have access to them.

 

Finally, realize the difference between a reactivation campaign and a regular campaign. While the above steps could be the recipe for any old marketing campaign, there is one important difference. Reactivation marketing needs to understand how long people have been gone, why they possibly left, what is different in your offerings now that would make them come back, and what (if any) incentive they might need to come back.

If you can’t answer, “What is different in our offerings that would make them come back,” then skip the reactivation campaign and focus on answering that question first!

 

You are more than welcome to take a FREE tour to see how I can help you grow your business:

Check it out at: www.BestEntrepreneurSolutions.com/guidedtour

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

Tax Benefits for Your Business

Posted by nancybaki on March 29, 2019

 

 

 

 

 

Mind Your Own Business!

The concept of minding your own business means that while you are grinding away at your day job you need to be investing in your future and minding your own business. Pretty soon you’ll be able to walk away from that day job and mind your own business full time.

The best way to do this is through the acquisition of real estate.

Let’s take a quick look at where you are losing all your money-taxes. Taxes have been around since 1913 in the U.S. and 1917 in Canada (even earlier in England). While the original intention was to only tax the wealthiest of the population, obviously that’s trickled down to the masses, including those in poverty.

Now, keep in mind the more money you make the more taxes you pay. The wealthy know a way of getting around this-form a corporation. Corporations offer tax benefits and protect you from lawsuits. To learn more about this talk with one of our business coaches or your attorney.

We’ve all heard the golden rule of: Pay Yourself First.

But, many of us don’t do it. Until you learn and put this rule into effect, you won’t have any chance of getting out of the rat race. What this rule does is force you to come up with more income to pay your expenses.

There are some key areas of finance you should learn about, taking classes is one of the best ways to do this. Here are the basics you should learn:

Accounting

It pays to know how to read financial statements. When acquiring businesses or assets you need to quickly see the financial standing of the company you are acquiring.

Many grown adults do not know how to balance a balance sheet. In the long term, this knowledge will pay off for you and your business.

Investment Strategy

This skill will sharpen with experience. Talk to investors and observe how they play the game.

Market Behavior

Know the laws of Supply and Demand. No business owner can do without understanding these basic principles of the market. Bill Gates saw what people needed. Open your eyes to opportunities. Look at what sells and who buys.

Law

Do everything you can to grow your business within legal boundaries. Know your corporate, state, and accounting laws.

Once you know these areas of finances you can make them work for you. The rich practically invent money. You have to know where to find a great deal. Let’s continue with real estate. Look for houses in trouble or find the court in your area that handles foreclosed, police impound or other real estate situations. You can either renovate and sell or rent for residual income.

So, essentially there are two main types of investors:

  1. Those who buy pre-packaged investments
  2. Those who create their own investments

You know which are the most successful. In order to be one of those people you need to know what to look for and how to respond.

You must:

  1. Find a good deal other people have missed.
  2. Raise the capital needed for the transaction.
  3. Put together a svelte team to execute the plan.

There is risk involved in every acquisition. The goal is not to avoid the risk, but to respond to the risk with confidence and a steady hand.

If you need help identifying potential money-makers, where to get the capital you need and how to put together a smart team, try our FREE test drive to gain access to our resources and tools.

Check it out at www.BestEntrepreneurSolutions.com/guidedtour

 

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

Steps to Create a Word of Mouth Campaign

Posted by nancybaki on March 19, 2019

 

 

 

 

 

 

 

 

Prepare for Lift Off!

Last time I gave you a laundry list of tips and tricks you can use to make your word of mouth program work for you. Hopefully you’ve taken a look and decided which ones are the best fit for your company, products, services and target customers, so you can put them to work in your word of mouth campaign.

We are going to wrap up this series on word of mouth where we give you the specific steps to create a word of mouth campaign.

Now, let’s take a look at those steps:

  1. Seed the market. Find some way to get the product into the hands of key influencers.
  2. Provide a channel for the influencers to talk and get all fired up about your product.
  3. Offers lots of testimonials and other resources.
  4. Form an ongoing group that meets once a year in a resort and once a month by teleconference.
  5. Create fun events to bring users together and invite non-users. Saturn, Harley-Davidson, and Lexus have all been successful with this approach.
  6. Develop cassettes, videotapes, and clips on your Web site featuring enthusiastic customers talking with other enthusiastic customers.
  7. Create custom CDs for each potential customer.
  8. Hold seminars and workshops.
  9. Create a club with membership benefits.
  10. Pass out flyers.
  11. Tell friends.
  12. Offer special incentives and discounts for friends who tell their friends.
  13. Put the Internet to work.
  14. Do at least one outrageous thing to generate word of mouth.
  15. Empower employees to go the extra mile.
  16. Encourage networking and brainstorm ideas.
  17. Run special sales.
  18. Encourage referrals with the use of a strong referral program.
  19. Use a script to tell people exactly what to say in their word of mouth communication.

These are all amazing ways you can get the word out about your products and services and start a word of mouth campaign that takes on a life of its own. Before you can release your word of mouth campaign out into the world, you need to go through the checklist to make sure you’ve covered all the essentials.

Here’s your word of mouth campaign checklist:

  1. Are all of your communications sending the same simple message? If it can’t survive word of mouth, it’s not a compelling story.
  2. Is your product positioned as part of a category? Ex.”A dandruff shampoo that doesn’t dry your hair.”
  3. Are your examples outrageous enough to be shared?
  4. Do you enhance your materials with success stories from real people?
  5. Are you using experts effectively and in an objective manner?
  6. Have you created mechanisms so people can follow up on the word of mouth they hear, as well as simple ways of inquiring or ordering?
  7. Have you made the decision process easy for customers?
  8. Have you created events and mechanisms so that once a year your prospects hear about your product, and it is easier to try or buy?

These are all essential elements to take keep in mind when taking a second or even third check over your word of mouth campaigns. I hope you’ve found this series on word of mouth to be a great resource and are getting ready to put it into action for your own products and services.

Remember, if you need help with anything in this series, try our FREE test drive to gain access to the best resources, tools and business coaches you can find.

 

Check it out at www.BestEntrepreneurSolutions.com/guidedtour

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

Learn The Secrets of Word of Mouth Marketing

Posted by nancybaki on March 14, 2019

 

 

 

 

 

Put it to Work!

In the last post we talked about how to conduct word of mouth research and then put that research to work. Today we’re going to give you some great tried and true ways to use word of mouth when building and executing your campaign.

We’ve done it in a list form, so you can go through and highlight the ones you want to put into action. These are offered by George Silverman which you can find in his amazing book The Secrets of Word of Mouth Marketing.

Here they are:

  • Give them something worth talking about
  • Cater to your initial customers shamelessly
  • Give them incentives to engage in word of mouth
  • Ask them to tell their friends
  • The customer is always right
  • Always tell the truth
  • Surprise the customers by giving them a little more than they expected
  • Give them a reason to buy, make them come back and refuse service from anyone else other than you
  • Make eye contact, and smile, even through the telephone
  • Find ways to make doing business with you a little better: a warmer greeting, a cleaner floor, nicer lighting, a better shopping bag, extra matches, faster service, free delivery, lower prices, more selection.
  • Never be annoyed when a customer asks you to change a large bill even if he doesn’t buy anything.
  • The customer is your reason for being. Never take her for granted. If you do, she will never come back, and will go straight to your competition.
  • Always dust off items, but never let the customer see you doing it.
  • Never embarrass a customer, especially by making him feel ignorant.
  • Never answer a question coming from a desire to show how smart you are. Answer with a desire to help the customer make the best decision.
  • Never shout across the store, “How much are these condoms?” or anything about the personal items a customer is buying.
  • When you don’t know, say so. Do whatever you can to find out the answer.
  • Every customer is special. Try to remember their names.
  • Don’t allow known shoplifters into the store.
  • Don’t ever let two sales staff talk when a customer is waiting. The worst thing you can do is count your cash while a customer is waiting.
  • If you can suggest something better, they will be grateful. Always respect their choice.
  • Never pressure anyone into buying anything.
  • Never knowingly give bad advice. Just help people come to the right decision.
  • Personally visit the store of the competition or assign people to visit and report back to you.
  • Hire a shopping service to prepare periodic reports on how your people are treating your customers.
  • If you hear of a store where the management is insulting the customers, buy it, then put up the sign “Under New Management” outside. Then sell it later based on the increased sales.
  • One expert (in the drugstore’s case, a nurse or physician) who is convinced you are better brings hundreds of customers and their friends through word of mouth.
  • Always look for ways to make a stranger a customer.
  • People will walk several blocks to save a dollar, or see a smile, or be treated right.
  • Always run a sale promotion or an offbeat event. Make them come back to see what you are cooking up next.
  • Use the best sign-maker you can find and pay him more than anybody else.
  • If someone is mad at you, they will tell everyone who will listen for as long as they are angry, maybe even longer. So correct any dissatisfaction, and ask customers to send their friends.
  • Treat your employees and salespeople who sell to you the same way you treat your customers.
  • Have a zero error system. There may be terrible consequences for example, if a mistake is made filling a prescription. Have people check each other’s work for safety.
  • Occasionally make intentional mistakes to see if people are checking.
  • Always measure your performance.
  • Always ask a customer to “come back soon”
  • If customers say they are moving away, offer to send them their favorite items by mail.
  • Tell jokes.

 

I know this is a lot of information to digest, so I we’re going to wrap up this lesson and leave you with the homework of going through and taking a look at the tips and tricks you like best. Also, look for tips that fit your company, products, services and target customers for the most effectiveness.

If you need help with this process, try our FREE test drive and get all the help you need from myself, Nancy Baki, a Business Growth Strategist.

Check it out at www.BestEntrepreneurSolutions.com/guidedtour

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

 

Make Sure Your Ideas and Marketing Reflect the Reactions People Remember

Posted by nancybaki on March 1, 2019

 

 

 

 

 

 

 

Search & Implement

People only remember the extraordinary, strange, wild, surprising and unusual. You need to make sure your ideas and marketing reflect these reactions. This doesn’t mean you have to have a product or service that is completely out of the norm, in fact, this could easily drive customers away. You need to have a product or service that is high quality and easily marketable, then you need to market it as extraordinary and new.

As you’re research word of mouth, there are some questions you need to ask along the way:

What are the users willing to tell the non-users?

  • Exactly how do your customers describe your product?
  • What are the non-users willing to ask the users?
  • What are the things they need to know, but are unwilling to ask?
  • What happens when these issues are raised?
  • Exactly what do your prospects have to know in order to trigger purchase?
  • Exactly how do your customers answer the objections, concerns, and qualms of your prospects?
  • How do your customers persuade their friends to use your product?
  • How do your customers suggest they initially get to know or try your product?
  • What warnings, safeguards, tips, and suggestions do your customers suggest to your prospects?
  • Are your sales messages, positioning, and important facts about your product getting through and surviving word of mouth?
  • What messages do you need to inject into the marketplace in order to turn the tide in your favor and how will you deliver them?

 

There are two main reasons why word of mouth research is so important:

  1. To get the real impression and feedback from customers
  2. To define word of mouth itself and the concept it creates

There is a simple formula that can help you conduct your word of mouth research. It’s called the “2-2-2” model.

2-2-2- Model

What this breaks down to is:

  • 2 groups of customers
  • 2 focus groups of prospects
  • 2 mixed groups (enthusiasts & skeptics)

 

In these groups you need to ask the following questions:

  1. What would you tell a friend?
  2. How would you persuade a skeptic?
  3. What questions would you anticipate from a skeptic?
  4. How would you answer their objections?

The best way to conduct these groups is by teleconference. This ensures you’ll get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. These teleconferences should not be conducted by you, but an independent party to avoid adding pressure to the situation.

We’re going to transition a bit and talk about how to construct a word of mouth campaign. First we’ll talk a look at the essential ingredients you need to put together a campaign. These ingredients are:

  • A superior product
  • A way of reaching key influencers in your marketplace
  • A cadre of experts willing to bat for you
  • A large number of enthusiastic consumers
  • A way of reaching the right prospects
  • One or more compelling stories that people will want to tell to illustrate your product’s superiority
  • A way to substantiate, prove, or back up your claims and how the product will work in the real world
  • A way for people to have direct, low-risk experience, a demo, sample, or free trial
  • A way of reducing overall risk, an ironclad guarantee

 

Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from a strong word of mouth programs. Some of these situations are:

  • When there are credibility problems
  • When there are breakthroughs
  • When there are marginal improvements
  • Where the product has to be tried in large numbers or over time
  • Where there is high risk in trying the product
  • With older or mature products that have a new story that people tend to ignore
  • With unfair competitive practices such as spreading rumors, or telling lies about your product
  • When there are governmental or other restrictions on what you may say or claim directly

 

While, most of the word of mouth tactics are positive for your word of mouth program, there are a few products to avoid using in this program. They are:

  • Products where a seminar would not provide meaningful added value
  • Products that can’t be tried and where there is no consensus among experts
  • Products that are clearly inferior, without having a compensating superiority for similar products
  • Products that are so personal or emotion that rational discussion is irrelevant to the decision
  • Products where the decision value is so small (low price/low volume) the medium will not be cost-effective.

 

This wraps up this post on word of mouth research and how that research can be used when putting together your word of mouth campaign. If you need help with the research and a plan to use the results of that research, try our FREE test drive to get all the help you need with our top notch resources and tools.

Check it out at www.BestEntrepreneurSolutions.com/guidedtour

 

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com