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How to Improve your Marketing Retail Profits: Anyone involved in marketing has gone through their industry marketing data extensively, held the extended meetings, devised intense brand development strategies; all to solve the all-important questions regarding marketing allocations. Which advertising spectrum will most improve my sales conversation? Should I team with a manufacturer to develop POP displays? What about expensive TV and radio broadcasts? How do I increase customer awareness? What will give me the most profit ROI?

It is rather difficult to calculate ROI, simply because there is no real way of measuring what actually influences a customer’s decision to buy. There are trends, and definite ways of increasing brand awareness, but without a flexible, multi-million dollar marketing budget, it can be difficult to gauge if marketing efforts are actually increasing customer awareness and product sales.

Huge corporations have the flexibility to launch enormous marketing campaigns, designed to raise product awareness across the scope of public consciousness. But the ROI is not very efficient, at least in the short term; so this strategy isn’t an option for smaller to medium-sized companies. Their marketing budgets just cannot compete with corporate giants like McDonalds or Coca Cola.

This does not have to hinder a company’s ability to market however. Although the influence of “in-store” marketing is understood at least to some extent, newer data has suggested an even greater influence than previously recognized. Research companies like the The Global Association at Retail (POPAI) and B & T, have shown that 70% of decisions to purchase a product were made by the customer while in the store!

This statistic makes perfect sense, and has far-reaching consequences. Let’s quickly discuss what this entails; a customer can be at home and watch a visually persuasive TV commercial, but then not be in any kind of position to make a purchase based on that ad for hours, or even days. So why would smaller to medium-sized companies ever want to spend huge amounts of company funds on TV or radio ads, when most customers just aren’t in a position to buy anyways? There’s got to be a better method.

And that statistic made mention of above clues us in on a very important marketing factor influencing the decision to buy. And that is recency. How quickly after a customer saw your marketing material or advertisement were they able to act on it and make a purchase?

Subsequently, the most effective marketing method for small to medium-sized companies is “in-store” marketing, also known as POP displays. These Point of Purchase displays characterize the only marketing material that is in place when product, the money to purchase, and the client all meet at the same place and time. Now that is the time to delve into brand imagery and presentation of product benefits.

Though current “clean-store” policies need to be taken into account, retailers are always glad to receive POP displays from their product vendors. It gives them the ability to present to their shoppers a visually stimulating shopping experience. They are always looking for product presentation that is well-designed and crafted to make shopping for their customers a simpler and more enjoyable experience.

Be sure to hire the right marketing personnel, partner with an educated manufacturing firm, and design POP displays with intense visual imagery and excellent presentation of product benefits; therefore ensuring you have the resources to make the right marketing decisions. This is the key to improving your company’s sales and profits.

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Filter the REAL money-making opportunities from all the B.S. out there, with my Scam Detector Check List!

It’ll help you discover if it’s for real… or a real waste of money.

#1 Scam Alert - The company cannot show you a successful track record

If they can’t offer solid proof they’ve got a successful track record - then how can you trust them to help YOU make money?

Be skeptical. Ask questions. If they say they’re a successful company, ask for proof!

Scam Alert #2: You can’t reach a company representative

Before you make a significant investment, give them a call. Talk to them in person. Ask them hard questions.

If they don’t make it easy for you to them in person, then don’t do business with them!

Scam Alert #3: Thousands of other people are selling the EXACT same thing

Do a search on the name of the product in Google and go through the results. How many people are selling the exact same product? Say hello to your competition!

(And how many of them are using the exact same website the company is trying to get YOU to buy?)

If a lot of people are selling that product then quite frankly, you’re going to find it extremely difficult to make any money ever.

Scam Alert #4: They can’t show you legitimate testimonials from recent customers

If you are making a significant investment in an opportunity, the company you are purchasing from should be willing to put you in contact with other successful customers.

(If you’d like to take a look at how we use those testimonials on our salesletters, please visit: www.marketingtips.com/testimonials.html.)

If the testimonial has a URL, go to that person’s website and check it out. Does it look like the website of someone who’s making good money? Look for the contact info on the site and then email that person to ask him or her directly about the product you’re thinking about buying.

If the person says yes, and is still experiencing good results with that product, then chances are it’s the real deal.

Scam Alert #5: The company is charging YOU money to sell THEIR products

Ask yourself this: If a company is making a product that millions of people are going to want to buy, why wouldn’t they simply sell it themselves… instead of making other people pay for the opportunity to sell it for them?

Companies like this know their affiliates aren’t going to generate any sales. That’s why they need to get your money up front!

Take it from someone who has been running a highly successful affiliate program for years. If someone wants to become an IMC affiliate and sell my products for me, I’d never make them pay. Why should they? They’re doing me a favor!

Scam Alert #6: Outrageous income claims, without backing them up with proof

If a company says their product will have you earning tens of thousands of dollars within a matter of weeks, be very skeptical. There is no magic bullet that can promise a five-figure income in 30 days or less.

If someone claims to have made incredible money from using this system, track them down via their URL and ask them if it’s really true.

And be sure to listen to your “inner radar” to decide whether the person is genuine or not.

Do your research and ask lots of questions. If you follow these guidelines, chances are you will make the right decisions and pursue the right opportunities.

When it comes to online success, there is no magic pill. If you want to start a real business on the Internet you need to be prepared to put in the time and effort to build it.

My team and I can give you all of the strategies you need to make that happen. And we can break them down into easy-to-follow instructions. But the rest is up to you!

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Are TV and Radio Ads Your Only Option? Any marketing team has researched intensively through industry ROI data, discussed possible marketing strategies over extended meetings, and developed extensive product development strategies. These are all designed to answer those crucial marketing decisions regarding marketing budget allocations. How do I increase my marketing ROI? Are expensive TV and radio broadcasts the best way to go? Should I look into developing my product’s in-store marketing capabilities? How do I raise customer awareness of my products?

Making informed decisions regarding your industry’s ROI is not an easy task, there simply isn’t a 100% informed way of knowing what effects a customer’s decision to buy. There are definite “trends”, and clear ways of raising product awareness in the public consciousness by blasting brand imagery across the scope of human consciousness, but these methods are incredibly expensive and inefficient.

Mega-corporations have the capacity to employ these incredibly large marketing campaigns, designed to raise product awareness on a large-scale. Short-term ROI is hardly efficient however, and so this kind of campaign is not really an option for small and medium-sized companies.

Interestingly enough, this does not have to be a problem. Though the effectiveness of in-store marketing has always been known at least to some extent, recent data has hinted at much greater effectiveness than previously realized. Research companies like POPAI, B&T and others, have shown that an average of 70% of purchase decisions are made by a customer while walking around in the store!

An incredibly power statistic, and one that makes absolute sense. Any customer can sit at home and watch a visually powerful TV ad, but then not be in a position to buy for hours, and sometimes much longer. Which begs the questions: why should a company spend huge amounts of money on TV or radio ads to increase brand awareness, when most of these customers are just not ready to buy at all? There are better methods of marketing.

And these methods are centered on one important factor. The true determining factor in the decision to purchase a product based on your advertising, is recency. Meaning, how soon after the customer saw your advertising and marketing material was the client or customer in a position to buy?

So the most effective way to go is in-store marketing, or POP displays. They represent the only marketing medium that is in place when customer, product, and money all converge at the same time and place. That is the time to worry about the level of product imagery and presentation.

Retailers are always glad to receive POP displays from their product vendors. Though “clean-store” policies are an issue, they do not have to be a hindrance. A well-crafted and carefully designed display creates a much more appealing environment for their shoppers to peruse, and retailers are always looking to improve in-store appeal for their customers. Just be sure to meet the needs of your retailer in your product displays.

Be sure to hire the right marketing personnel, partner with an educated manufacturing firm, and design POP displays with intense visual imagery and excellent presentation of product benefits; therefore ensuring you have the resources to make the right marketing decisions. This is the key to improving your company’s sales and profits.

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