AE Promotions

10 Common Attributes of Great Sales Campaigns

2011-02-02T16:03:00.000-08:00

How do you generate ever-increasing revenues when you have a great solution to offer? Well...glad you asked. Below are common traits of successful sales campaigns designed to continually grow revenue.

1. Solution - define a solution that meets specific needs of your clients and prospects based on direct feedback and experience

2. Program - outline the program and name the solution (people love a program that solves problems)

3. Revenue Streams - design the program with recurring revenue in mind and provide options based on commitment level and goals

4. Plan - determine where to reach your customers and the advertising/promotional vehicles to best reach them

5. Collateral - create collateral that generates responses (e.g. free white papers, webinars, etc.)

6. Collection - create mechanisms that capture leads (e.g. contact forms, webinar sign-ups, newsletter sign-ups)

7. Measure - measure what is generating the best leads and enhance

8. Manage - manage follow-ups on a schedule that makes sense and keep your name in front of prospects with unique content, promotions, CRM, and email tools

9. Partner - partner with companies that provide related solutions and co-promote

10. Grow - continue to develop the solution and increase your revenue stream

Best of luck in your endeavors!

Andy

Tracking and Improving Lead Generation Results

2010-12-27T19:10:00.000-08:00

Do you know where your best leads originate? How much money do you make from each lead you process? There are five key components to determining your most effective lead generation funnels and improving the amount of money you can expect from your proposals.

1. Design and Track Your Lead Funnels

Effective lead generation doesn’t happen by chance. There are specific methods and marketing collateral that generate responses from your targeted buyers, and you can improve your lead generation results through effective design and measurement. The first and most critical component is determining where to reach your buyers and designing your collateral (webinars, case studies, portfolio, etc.) to reach this targeted group effectively. Effectively designed and promoted, a presentation can literally generate hundreds of responses from your ideal prospects.

2. Create Pull Mechanisms

Mechanisms that pull in targeted prospects are much more effective for business development than simply broadcasting “we are the best”. In fact, most people are turned off by shameless self promotion and messages they consider to be spam. When you are able to demonstrate your expertise and have people refer customers to you, the time it takes for each dollar of revenue generated greatly diminishes. However, the key is compiling your collateral in such a way that it proves results without trumpeting on and on about the company. You also need to provide mechanisms (sign-up forms, free evaluations, etc.) for a new prospect to utilize to reach out and ask for your advice. This first step is obviously critical in creating business partners because without meetings there are no proposals - and without proposals - well you get the point.

3. Generate Repeat Business

Is there any better lead than from a satisfied customer who wants more of what you have to offer? I don’t think so. It has been said that is 3 times as easy to generate repeat business as it is to create a new account and I believe this holds true. However, to generate this repeat business, you need to be in front of your clients with valuable information that will help them to solve problems. At the end of the day, you can either be a one-time-buy company that always scrapes for new customers or a company that generates recurring income from existing accounts. The latter is a much easier way to generate income.

4. Promote Referrals

Next to getting repeat business from existing accounts, referred customers are about as good as it gets for business development. Do you promote and reward referrals in your line of work? If not, start now. When I say “reward”, some people automatically jump to some sort of payment or discount program. But, this is not the case. A simple thank you letter with a useful office item enclosed can go much further and also eliminate any awkward discussions regarding payments. The truth is that satisfied customers are glad to help spread the word and it is up to us to give them the means to do so. An effective referral program provides simple tools someone can use on your behalf and a plan for how to help your customers get these in front of your prospects.

5. Measure and Improve

You would be amazed how many companies have no real grasp on the origin for most proposals and their close rate on those leads. It is crucial to ask the right questions and track the right data to uncover your best business-generation funnels and improve on results. There is an old adage that says “you can’t manage what you can’t measure”, and this definitely holds true for lead generation. From the questions you ask during an initial phone interview to the data you hold and query from your contact management system, the method you use for measurement and improvement of lead generation are crucial. Designed properly, the information you utilize from your contact management system or a simple spreadsheet can help you uncover trends and generate more revenue per hour spent on business development.

About the Author

Andy Hedrick is the manager of the “Targeted Marketing Best Practices” group on LinkedIn and a 16-year veteran of the B2B sales and marketing field. He specializes in helping companies promote solutions, events, and accomplishments and has been published numerous times. Andy holds a bachelor's degree in Industrial Engineering from the University of Oklahoma and has served as a Director of Business Development and Sales Manager with successful software and consulting firms. His LinkedIn guide – “How To Create a Quality Network and Generate Leads Using LinkedIn®” provides a step-by-step guide for generating leads using this powerful business network.

LinkedIn Lead Generation Frustrations and The Way Out - A Salesman’s Perspective

2010-07-12T07:05:00.000-07:00

When I first started participating in social media marketing, there were many days of frustration. Often times I felt like pulling my hair out…but then, I remembered I was in my upper 30’s and my hair was already thinning plenty enough on its own. There had to be a better way to reach targeted prospects and have meaningful business conversations.

So, I began to research social media marketing, blog strategies, e-marketing concepts, lead generation ideas, connection approaches, etc. After reading countless blogs and spending way too much time in sales webinars, I had a breakthrough. There were some really good ideas scattered all over the place, but I needed a streamlined approach for reaching prospects and having direct conversations.

My favorite social media platform for business conversations was, and still is, LinkedIn. With over 70 million users to date, there are plenty of quality prospects that need help with sales lead generation. The key was to connect with these prospects, provide value and have direct conversations. After all, if you are in the business development field, what is the point of having hundreds of connections with very few if any direct conversations? Executed properly, you can literally have more sales meetings with quality prospects than you can handle.

After weeks of research, trial, and error, I started to compile and implement a best practices list using the LinkedIn platform. As I encountered success, I shared concepts with friends and colleagues and continually received the feedback “you should write a book”. What was needed was a step-by-step guide that would help people create quality connections and generate leads without having to spend hundreds of hours researching the topic and trying different techniques.

Social media required a different approach than traditional marketing avenues in order to gain traction and achieve desired results. I noticed many people using “spam” discussions that were a huge turnoff to me, and for others also based on comments to group managers. In some cases, group members were openly asking for these participants to be removed from the group.

However, there were also many great discussions in the area of social media marketing and lead generation that received numerous comments from VP and C-level executives interested in the subject. There were some key differences in the types of posts that received the most feedback and generated opportunities for direct conversations. I noticed executives saying things like “thanks again for the assistance”, “great points” and other comments that demonstrated how direct conversations with the right parties could easily lead to business meetings.

But, as with any worthwhile venture, it requires an effective strategy and implementation in order to be successful. Even in a tight economy, there are many opportunities for business growth if you know how to uncover problems and deliver solutions for your clients. However, a streamlined approach is crucial for generating results with the least amount of effort and minimal hair loss possible.

Leave Your Comments
Have you experienced frustrations in working to generate quality sales meetings using social media marketing? What are some of your best and worst experiences?

About the Author
The author of “How to Create Quality Connections and Generate Leads Using LinkedIn®” and a 16-year veteran of the sales and marketing field, Andy Hedrick helps companies with targeted lead-generation campaigns. His clients include small businesses to Fortune 500 companies that have a desire to attract more business.

Connect with Me
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Join the Discussions - LinkedIn Targeted Marketing Best Practices Group
To learn more about targeted lead generation strategies, check out the Targeted Marketing Best Practices group on LinkedIn.

12 Keys to Generating Sales Appointments Using E-Newsletters

2010-06-28T18:55:00.000-07:00

Do you use e-newsletters as part of your business development strategy? Would you like to generate more sales meetings using this marketing vehicle? Below are 12 keys to gaining traction and growing your sales pipeline using e-newsletters.

1. Grab them with the subject – The subject line is key in getting prospects to open your e-mail – incorporate catch phrases such as “Secrets to____”, “Advantages of _____” “XX Keys to ______”, “How To ______” in the subject line and limit the subject to 10 words or less

2. Use valuable content – Include news and/or advice that prospects want to read

3. Include a testimonial – Show people what others are saying about your solution inside the article using quotations and/or a side panel

4. Post the e-news article to your web site and/or blog – Before constructing the e-mail, post the article to your web site and include a “Read more…” link and a link from the article title line in the e-mail – this drives more traffic to your web site and sign-up pages

5. Use graphics strategically – Effective graphics draw attention and can be used to lead prospects to your solution – you should incorporate your branding but be careful not to distract prospects from the key solution being outlined

6. Keep it brief – Limit your e-mail to 400 words or less and include a link to the full article on your web site

7. Do not use too many hyperlinks – More than 1 hyperlink per 50 words is filtered as “spam” by many e-mail servers

8. Request action – This can be in the form of a sign-up for a webinar, a free article, a free consultation meeting, a free demonstration, 10% off sale, etc. – the point is to create action from the target audience

9. Use sign-ups on your landing page – Use sign-ups to free collateral and invitations to your webinar, Facebook page, LinkedIn profile, Twitter profile, etc. to create more connections

10. Ask for a meeting – People who interact with your sign-ups are interested in your solution – work to schedule an interview by proposing 2-3 times for a phone interview or meeting

11. Follow CAN-SPAM Act guidelines – Include your company name, address, telephone and an “Unsubscribe” option at the end of your message

12. Keep in front of customers and targets – Schedule routine e-newsletters and add respondent e-mails to your contact management system – keep in front of your customers and prospects to continue building your sales pipeline.

As you generate more connections and meetings, you will find your sales pipeline continuing to grow. It’s important to keep in front of your key prospects to avoid having a sales drought and to avoid having to build your pipeline from scratch repeatedly.

Do you utilize e-newsletters to generate sales appointments? I would love to hear your feedback.

Wishing you all the best,
Andy Hedrick

Founder and COO
AE Promotions
http://www.aepromotions.com/

Connect With Me:

http://www.linkedin.com/in/hedrickandy

http://www.Twitter.com/AndyHedrick

http://www.facebook.com/pages/AE-Promotions/151279145820

The New Social Media Metrics

2010-06-17T19:04:00.000-07:00

Guest Contributor: Nancy Garberson, CEO, Marketing and Communication Strategies, Inc.

Metrics have been used in business to measure ROI for…well, practically forever. Social media has now necessitated a new framework for measuring efficacy and success in online social interactions. Basic categories include activities, such as “hits” or visits, contributions and re-posts or referrals; sales metrics, including qualified and unqualified leads, lead conversions and revenue per customer; even product development and HR functions can be measured through social media metrics.

The following is a pretty comprehensive list of some social media metrics for business, put together by “The Social Organization”*:

Activity Metrics

Pageviews

Unique visitors
Members
Posts (ideas/threads)
Number of groups (networks/forums)
Comments & Trackbacks
Tags/Ratings/Rankings
Time spent on site
Contributors
Active contributors
Word count
Referrals
Completed profiles
Connections (between members)
Ratios: Member to contributor; Posts to comments; Completed profiles to posts
Periods: By day, week, month, year
Frequency: of visits, posts, comments

Survey Metrics
Satisfaction
Affinity
Quality and speed of issue resolution
Referral likelihood
Relevance of content, connections

ROI Measurements
Marketing/Sales
Cost per number of engaged prospects (community vs. other initiatives)
Number of leads/period
Number of qualified leads/period
Ratio of qualified to non-qualified leads
Cost of lead
Time to qualified lead
Lead conversion
Number of pre-sales reference calls (to other customers)
Average new revenue per customer
Lifetime value of customers
Customer Support
Customer satisfaction
Number of initiated support tickets per customer per period
Support cost per customer in community

Reference: *http://www.thesocialorganization.com/social-media-metrics.html

Keep in mind that it doesn’t make sense to try to measure everything. Goals and objectives must always come first and must always be clear and top of mind. Metrics are useful as measurement, but they must reflect your goals and objectives. A select few metrics that tell your social media story are most cost effective and ultimately useful.

How do you align social media metrics with your business goals? To participate in this featured discussion, visit the Targeted Marketing Best Practices group on LinkedIn.

About Nancy
Nancy Garberson is CEO of Marketing and Communications Strategies, Inc. (MCS) and has over 30 years of marketing experience. She completed her BA in Journalism at the University of Iowa in 1983 and is scheduled to complete her Master's of Organizational Leadership degree at St. Ambrose University in 2011. MCS is a 22-year old marketing, advertising, and public relations firm with a global reach.

How to Link Your Blog Articles to Your LinkedIn Profile

2010-05-25T15:32:00.000-07:00

Connecting your blog articles to your LinkedIn profile is a great way to show people the value you have to offer and to drive traffic to your solutions without spamming. And, connecting your LinkedIn profile to your blog is very easy.

Below are the quick steps:

Login to your LinkedIn profile and select the "Edit My Profile" tab.
Scroll down to the "Applications" section.
Click on the "Add Applications" button.
From here you can select the "Blog Link" or "WordPress" button depending on your type of blog site.
Next, connect the application to your blog and whala... your blogs are automatically posted to your profile page.

Do you use blogs to drive traffic to your solutions? I'd love to hear about your experiences (positive and negative).

Wishing you great success,
Andy Hedrick

Founder & COO
AE Promotions

Connect With Me:
http://www.linkedin.com/in/hedrickandy

http://www.Twitter.com/AndyHedrick

http://www.facebook.com/pages/AE-Promotions/151279145820

Sample Press Release Read Over 1,000 Times

2010-04-22T18:41:00.000-07:00

Would you like to have over 1,000 people view your company developments and accomplishments online and many more by print? This is is the true power of a well-executed press release. This powerful marketing vehicle can drive hundreds or even thousands of visitors to your web site. Below is one such example.

TruDiligence announces the release of OASIS – Online Applicant Screening Inquiry System

(PRWEB) January 8, 2010 - With the release of OASIS (Online Applicant Screening Inquiry System), TruDiligence has combined an online job application and background check into one seamless system. What this means for applicants and job screening companies is less data entry and a more streamlined process.

The development of OASIS is an extension of the company’s goal to provide a better customer service experience for companies and job applicants through the effective deployment of technology. The most popular types of screening can be included such as social security number trace, criminal records search, driving records, employment verification, education verification, etc. Businesses are able to deploy the solution for a fraction of the time and cost compared to custom development while also providing a positive experience for their applicants. In addition to the online ordering interface and paperless applicant tracking, TruDiligence also offers XML integration with in-house systems.

OASIS is a completely customizable, turnkey solution that provides:

• Paperless, online collection of employment applications
• Online collection of background check release documents
• Online management of communication and messages to applicants
• Easy, one click tracking of application status
• Seamless, automated ordering of background checks
• Minimal setup costs compared to proprietary development
• No per transaction fees

“This development comes in response to the need for a more effective Applicant Tracking System (ATS) that ties in prescreen services on the front end and eliminates duplicate data entry for the end user” said company President Jerry Nielson. Employment agencies and companies that require screening services will also benefit from an ATS that is a fraction of the cost of developing a system in house.

About TruDiligence

Formed in 1993, TruDiligence is a leading provider of applicant screening products and services to the business community. The company services clients ranging from start-ups to Fortune 500 companies. It has never been TruDiligence’s goal to be thought of as a “data provider”. They chose the name TruDiligence for a reason. The company’s mission has always been to be a comprehensive Applicant Screening company that provides:

• A complete arsenal of applicant screening tools and solutions
• Assistance and consulting on regulatory compliance
• Ongoing technological innovation to streamline the applicant screening process
• All backed by an unparalleled customer service experience

TruDiligence promote the interests of public protection by providing fast, accurate, comprehensive background screening services. The company is dedicated to excellence in customer service and to building long term client relationships.

###

To discuss a strategy for utilizing PR and social media to drive more prospects to your web site:

E-mail: andy.hedrick@aepromotions.com
Call: 1.866.584.6249
Web: http://www.aepromotions.comz/

Connect With Me:

http://www.linkedin.com/in/hedrickandy

http://www.Twitter.com/AndyHedrick

http://www.facebook.com/pages/AE-Promotions/151279145820

Dos and Don'ts of Social Media Marketing

2010-02-04T05:53:00.000-08:00

Here are some tips and tricks for making the most of your social media experience and promoting your solutions the right way.

Do:

Complete your profile – A partial profile says “I’m kind of interested in building relationships and providing value, but not really.”
Use a personal photo – People buy from other people – not from products – and they will learn all about your solutions if you provide value.
Create a strategy and measure results – Identify your target audience, outline objectives, and measure results.
Read blogs and discussions before diving in – It helps to read blog articles and feedback in your market niche and identify the discussions that are the most effective when creating your strategy.
Utilize your brand – Be consistent in using your brand on your blog, Twitter page, Facebook fan page, etc.
Be human – Interject your personal interests and experiences but be careful not to post something shocking or private you may regret down the line.
Provide relative news – Journalists and bloggers are continually looking for news stories to share with their readership – take advantage of the opportunity to be promoted by others.
Blog effectively – Provide valuable insights, include links to your related articles and utilize sign-ups for your Facebook Fan page, LinkedIn group, newsletter, etc.
Think about your message – Be consistent in promoting solutions and providing value to your followers.
Create sought after marketing collateral – Provide a free white paper, webinar, newsletter, etc. that outlines a solution to a problem.
Be involved in relevant discussions – Connect with like-minded individuals, leave comments, join discussions, and create relevant discussions.

Don’t:

Spam – A message that starts with “You really need this” or “Amazing deal” does not go over well on social media sites and can turn people off quickly.
Sit on the sideline – Social media is about connecting and building valuable relationships and you have to be in the game to take advantage.
Be disconnected from your discussions – People who take the time to participate in your discussions should be provided with feedback and recognition.
Dwell in negativity – Your attitude affects your altitude – honest critique and feedback is fine but if your discussions continuously focus on the negative, people will avoid engaging in conversations with you.
Be haphazard – You should align your strategy with your time allotment, message content, and also participate consistently.
Give up early – It takes time to create a network of valuable connections and to reap the benefits of partnerships and expanded client relationships.
Be fake – Don’t try to make up different personalities for different social media platforms – be yourself.

Would you like to add anything to the list? I look forward to your feedback.

7 Keys to an Effective Promotion

2010-01-19T15:30:00.000-08:00

This is an abridged version of the highly requested article recently posted. I hope you enjoy.

1. Unique Value Proposition – Highlight the value that your solution brings. Make sure you outline the major benefits the client will gain from your unique solution. This is an essential but often overlooked aspect of a successful promotion.

2. Target Audience – Identify the types of companies and specific types of individuals that stand to gain the most from your solution and provide the best opportunity for repeat business. I recommend using SIC or NAICS codes to generate a targeted company list. And, because most decisions are made by committee these days, it helps to put your solution in front of the major decision makers (e.g. Director of Marketing and VP of Sales).

3. Compelling Reason – Provide a compelling reason for your prospect to look at your unique solution. One example is to use a direct mail promotion that includes a low-cost “Free Gift Inside”. The vast majority of people will open a package that includes these 3 Magic Words and will take the time to understand your offer.

4. Time-Sensitive Offer – Promote a sense of urgency to take action using a time-sensitive offer. This can be in the form of a unique sales promotion, a scheduled teleconference, or a free strategy session for the first 20 respondents to name a few examples.

5. Show Credibility – Include content that shows you to be a qualified solution provider to these companies. Include specific experience and testimonials that provide credibility.

6. Free Online Collateral – Provide free collateral online that entices your prospects to contact you and share your unique solution with other interested parties. This can be in the form of a free newsletter, free tips, free audio CD, free recorded webinar, etc. In today’s world of social media, I also recommend placing links to your Facebook, Twitter, and/or LinkedIn profile to generate connections.

7. Follow Up on a Scheduled Basis – Not every buyer will be in a position to purchase your unique solution the first time it is presented. However, if you continue to provide valuable content to these individuals, you will continually build your prospect database and create a consistent and ever-expanding sales pipeline (rather than the typical peaks and valleys).

When you put your unique solution in front of the right buyers and explain the benefits of working with you, your inbound leads will skyrocket. Once you have established a solid customer base, testimonials and referrals can also be used to accelerate your sales growth even further. Your possibilities for revenue growth and success are endless when you are able to connect with the right buyers and provide value.

Wishing you all the best,
Andy Hedrick

Founder & COO
AE Promotions
andy.hedrick@aepromotions.com
http://www.aepromotions.com/
1.866.584.6249

Connect With Me:

http://www.Twitter.com/AndyHedrick
http://www.facebook.com/pages/AE-Promotions/151279145820
http://www.linkedin.com/in/hedrickandy

How to Generate More Sales Leads with Targeted Promotions

2009-12-22T07:14:00.000-08:00

It’s pretty simple. You need more sales. And, in order to get more sales, you need to put your unique solution in front of the right buyers and generate direct conversations. Without these direct conversations, you simply have a great solution without enough buyers.

Now that I have overstated the obvious, how do you go about putting your unique solution in front of the right contacts to generate more sales leads? In late 2009, there is an ever expanding number of marketing channels. However, when it comes to immediate sales leads, it’s hard to beat a targeted promotion for solid ROI (return on investment).

So, what is a targeted promotion? A targeted promotion is a compelling business offer that grabs your prospect's attention and screams “You need to contact me so that I can help you!” There are a few key elements outlined below that are needed to create a promotion that has an immediate impact on sales leads.

Because there are millions of web sites covering specific topics, we recommend contacting specific prospects directly with a unique promotion. Take for example the topic of “marketing”. There are over 508,000,000 pages on Google covering this subject and I could work very hard to create enough content to try and eventually reach the natural listings area or spend $5.00+ per click to reach a large audience. But, there is no guarantee that the right types of prospects will ever learn about my solution. This is why I recommend using a targeted direct promotion to reach the right buyers.

1. Unique Value Proposition – Highlight the value that your solution brings. Make sure you outline the major benefits the client will gain from your unique solution. This is an essential but often overlooked aspect of a successful promotion.

2. Target Audience – Identify the types of companies and specific types of individuals that stand to gain the most from your solution and provide the best opportunity for repeat business. I recommend using SIC or NAICS codes to generate a targeted company list. And, because most decisions are made by committee these days, it helps to put your solution in front of the major decision makers (e.g. Director of Marketing and VP of Sales).

3. Compelling Reason – Provide a compelling reason for your prospect to look at your unique solution. One example is to use a direct mail promotion that includes a low-cost “Free Gift Inside”. The vast majority of people will open a package that includes these 3 Magic Words and will take the time to understand your offer.

4. Time-Sensitive Offer – Promote a sense of urgency to take action using a time-sensitive offer. This can be in the form of a unique sales promotion, a scheduled teleconference, or a free strategy session for the first 20 respondents to name a few examples.

5. Show Credibility – Include content that shows you to be a qualified solution provider to these companies. Include specific experience and testimonials that provide credibility.

6. Free Online Collateral – Provide free collateral online that entices your prospects to contact you and share your unique solution with other interested parties. This can be in the form of a free newsletter, free tips, free audio CD, free recorded webinar, etc. In today’s world of social media, I also recommend placing links to your Facebook, Twitter, and/or LinkedIn profile to generate connections.

7. Follow Up on a Scheduled Basis – Not every buyer will be in a position to purchase your unique solution the first time it is presented. However, if you continue to provide valuable content to these individuals, you will continually build your prospect database and create a consistent and ever-expanding sales pipeline (rather than the typical peaks and valleys).

When you put your unique solution in front of the right buyers and explain the benefits of working with you, your inbound leads will skyrocket. Once you have established a solid customer base, testimonials and referrals can also be used to accelerate your sales growth even further. Your possibilities for revenue growth and success are endless when you are able to connect with the right buyers and provide value.

Wishing you all the best,

Andy Hedrick

Targeted Marketing Strategist
AE Promotions
andy.hedrick@aepromotions.com
http://www.aepromotions.com/
1.866.584.6249

http://www.Twitter.com/AndyHedrick
http://www.facebook.com/pages/AE-Promotions/151279145820
http://www.linkedin.com/in/hedrickandy

Featured Client: Mercy Ships Brings Hope and Healing to Africa

2009-11-30T15:02:00.000-08:00

They come by the thousands. They are the forgotten poor…in need of medical aid, infrastructure, and hope that will set their life on a new course.

To their aid, along comes a Mercy Ship carrying volunteers, a state-of-the-art hospital, diagnostic equipment, infrastructure improvements, and knowledge to be shared with the local villages of Africa. Building on a mission that began over 30 years ago, Mercy Ships provides care and infrastructure to the world’s forgotten poor. Services and programs include:

Surgical Procedures
Medical Infrastructure
Dental Procedures and Training
Health and Nutrition Training
Water and Sanitation Facilities
Education
Mercy Ministries
Church Empowerment
Agricultural Development
Disaster Relief and Program Support

The Experience
To fully understand the Mercy Ships experience, you must first understand the experience of patients aboard and in Mercy Ships’ land-based missions. Every individual has a unique story to tell of their life, of their experience with Mercy Ships, and of the hope for a brighter future they now share. We encourage you to learn more about the Mercy Ships experience by learning about these stories of hope, about all the Mercy Ships missions and the history of the Mercy Ships fleet.

Get To Know Mercy Ships
Mercy Ships is a global charity that has operated hospital ships in developing nations since 1978. Mercy Ships brings hope and healing to the forgotten poor by mobilizing people and resources worldwide, and serving all people without regard for race, gender, or religion.

Power the Vision
I recently had the pleasure of speaking with Mercy Ships’ President Don Stephens to learn more about the history of the organization and upcoming endeavors. In 2010, Mercy Ships embarks on a new mission to Togo, West Africa and the organization is ever looking to expand their impact and reach more people.

A new generator is needed to support this work and a simple donation helps to bring hope to many more through your generous giving. Would you increase productivity by 35% if given the chance? Would you help 10,000 people instead of 7,000 if you could increase your capacity?

Get Involved or Donate
Mercy Ships also has many volunteering opportunities, both long-term and short-term, in areas including health care, IT, administration, teaching, communications, stewards, in-deck support and engineering. Anyone interested in bringing hope and healing to some of the world’s poorest inhabitants is welcome to apply as a volunteer or donate to this awesome mission. Thank you for your interest in serving!

Leave Your Comments
Have you been involved in supporting missions and received the many blessings and personal fulfillment that come from providing hope? I would love to hear your thoughts.

Unique Promotion - Nintendo Brings a Resort Feeling to New York City

2009-10-29T21:13:00.000-07:00

People strolling the streets of Manhattan wearing flower leis is not a common sight. Unless of course they had just left the Wii Sports Resort event held in the middle of Times Square.

Nintendo has high hopes for its Wii Resort title. It feels that the game, which allows players to use its motion-sensitive control to play 12 games, including ping-pong, basketball and golf, can be a big seller throughout the holiday season.

To draw attention to the new title, it took over Military Island in the middle of Times Square. Here, passersby were treated to a mini-vacation. Based on the game's setting, Wuhu Island, event organizers set up a sandy beach, swimming pool and tropical lounge. People could also try their hand at the new game days before its July 26 launch. The event was promoted via public relations outreach and a billboard on the side of the Toys "R" Us building a few feet away.

Gossip Girl star Chace Crawford was on hand to mingle and try out the game. Top Frisbee and ping-pong players were also in attendance to compete against tourists and locals who stopped by. Each received a branded lei as a thank you for visiting Wuhu Island.

"Given the resort theme of Wii Sports Resort, we wanted to create an event that offered consumers a mini-vacation in the middle of the day," says Denise Kaigler, vice president of corporate affairs at Nintendo of America Inc. "Just as one might receive a lei upon arriving at a resort, we offered Wii Sports Resort-branded leis to consumer participants. This added to the festive nature of the event."

Read our newsletter to learn about other unique promotions and targeted marketing ideas.

Unique Promotion - Mott's Gets Its Pink On

2009-10-06T21:52:00.000-07:00

Mott's applesauce set out this summer to prove that it

is "Pink to the Core." In support of Susan G. Komen Race for the Cure, the brand launched the limited-edition Mott's Plus applesauce and Healthy Harvest applesauce, available through October.

In addition to pledging $300,000 to the organization, Mott's also became the national sponsor of the 2009 Race for the Cure Series, the world's largest series of 5K runs and walks that raise funds for and awareness about breast cancer and breast health. The race is run in more than 120 cities in five countries.

At the events, Mott's handed out branded, reusable black cloth tote bags, free product samples and a flyer with a coupon for $1 off a six-pack of applesauce. There was also an apple tree activity onsite where attendees filled out an apple cutout and hung it on the tree, thus pledging to be pink to the core. Susan G. Komen Race for The Cure, launched in 1982, has raised more than $1.3 billion to fight breast cancer.

To learn about other unique marketing campaigns or to discuss your goals, visit us at aepromotions.com.

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A sales pipeline - what's alfalfa got to do with it?

2009-10-01T19:53:00.000-07:00

This is a very interesting story with many great points about building and managing a sales pipeline. I hope you enjoy it too.

A sales pipeline - what's alfalfa got to do with it?
By Frank Donny, The Richardson Company

I learned about having a sales pipeline at a very early age. But I did not know it at the time. It was back in the 70’s on the family farm in Southern Wisconsin. You see, my dad grew and sold alfalfa (aka hay) for a living. He raised it on the family farm and sold it to large dairies and horse farms all across the Midwest and Southeast. Harvesting alfalfa was a very labor intensive process back in those days and I have a bad back to prove it. But so was his accounting process. He actually had this big ledger book. It was always open on his desk. He seemed to manage his entire business from this one book. I had no idea of its importance.

His list of clients and prospects were in the book. He posted all orders with full detail of purchase price, cost of goods, trucking, and profit margin. When demand was slow, he would page through the book and look for farmers to call. He would log the calls with a simple check mark next to the name. When he made a sale, it would go in a special section where he would track the order until it arrived at the client's farm. Does this process sound familiar? Folks, this simple log book was a CRM system.

My dad had a pipeline. Rudimentary to be sure, but he had one – to sell alfalfa. He knew what went in to the top of the pipeline, what got stuck, what leaked, what was discontinued, and what concluded in a sale. He had a full understanding of his bid-to-close ratio and his conversion rates. He focused on his pipeline daily, kept accurate records and used the information to forecast how much money he needed to raise to pay the bills and make a small profit.

He never used any of those fancy words like bid-to-close, balance or conversion rates. If I called him right now and asked him what his late stage conversion rates are, he would ask me if I’ve been drinking. Business has certainly changed and become much more complex. I would say that the required nuts-n-bolts of managing a pipeline are the same today, as when I first experienced them in the 70’s. The moral of this story is get back to the basics. Take a look at how you manage your pipeline. Are you using a sound process? Are you collecting and keeping quality data for forecasting? Are you focused on the entire pipeline and looking for leakage and stagnant areas? Do you know your conversion rates down to the rep level? Are you coaching to the pipeline? These are just a few, but big areas, you should be focusing on.

This past June, my family and I visited the farm, as we do every year. During that visit, I took a minute to peek in my dad’s office. Guess what? There on his big desk was the ledger. Sound business fundamentals never go out of style.

Please Join Our Poll

2009-09-30T21:40:00.000-07:00

LinkedIn Poll: Do you pay more attention to online ads or offers that arrive in the mail?

Weigh in on this topic and let us know what you think! Comments are also welcome.

Know Your Differentiators

2009-09-25T06:31:00.000-07:00

One of the most overlooked tools in the business development kit is the “differentiator”. A differentiator can come in the form of a unique solution to a problem, a special offer, or a value proposition that grabs your prospect’s attention.

It is important to identify your differentiators early in the process of promoting a product or service because buyers often choose a company based on these differentiators. It helps the prospect set apart solution offerings in their minds when making a decision. In fact, a differentiator can remain in the mind of your customers and prospects for years to come.

Successful companies make use of differentiators when creating effective marketing campaigns. It helps them set apart their particular offerings from competitors and highlight unique benefits. Take for example, a few of these differentiators from some industry leaders:

Subway – Eat Fresh (the implication is that competitors sell pre-made items that are not as fresh)

Wal-Mart – Save money. Live better. (use less money buying staple goods and more money doing what you like)

1-800-Pet-Meds – America’s Largest Pet Pharmacy (we have all the pet medications you will ever need)

Unless you’ve invented an item that has never been seen before, chances are you will have some competition. The message you deliver through your marketing and sales channels should focus on what makes your solution better and how clients will benefit.

How do you differentiate your products and services? We'd love to hear your thoughts.

Interview and Sell More

2009-09-10T07:18:00.000-07:00

Unless you have a client sitting in front of you under hypnosis and the check book is open, you have to identify where you can solve a problem before a deal is made.

This is where good interviewing skills can help . . . not browbeating or pushing someone over the cliff types of interviews but good listening and targeted questions that help to uncover opportunities. Through a good interview, you can identify goals and pain points and work to develop an appropriate solution. By uncovering challenges and helping clients with solutions, you will become a trusted advisor and clients will look to you for solutions as needs arise.

As an example, here are some of the key questions we ask when interviewing clients:

- What are your marketing goals right now and what
are your biggest challenges?
- Who are you targeting?
- What specific products or services would you like
to promote?
- What differentiators can we highlight?

By gaining an understanding of your prospects goals and challenges, you can develop a strategy that will bring about positive results. When you are able to uncover opportunities and develop solutions, you become a trusted partner that clients turn to in time of need.

You will get all you want in life if you help enough other people

2009-09-03T07:20:00.000-07:00

Zig Ziglar summed it up best by saying "You will get all you want in life if you help enough other people get what they want." Put another way, your success depends on determining the particular needs of your stakeholders and helping to bring about the appropriate solutions.

Often, the trick is identifying what these needs (or pain points) are in the first place and those needs are not always framed with a singular purpose. For example, we recently worked with a client who needed to cut their marketing expenses while bringing in more sales leads. At first glance these goals seem a bit counterintuitive. However, by using the right targeted message and tools, you can reach customers in more cost-effective ways and generate more appointments for less money.

Developing the proper solution comes through effectively interviewing your stakeholders about their specific challenges and uncovering opportunities to help. Your possibilities for growth and success are endless when you identify needs and bring about solutions that help others succeed.

Web Traffic is Nice, Repeat Business Is Better

2009-08-18T12:59:00.000-07:00

When it comes to marketing in the information age, many people talk about web traffic and look at web analytics excessively. While web traffic is nice, gaining lasting customers and generating repeat business is much better. Successful companies have products designed for a specific group of buyers. If the primary method of reaching these buyers is to cast a wide net hoping for the right contacts to arrive, the sales pipeline is doomed for failure. This is why targeted marketing is so important.

Experienced bass fishers don’t drive their boat to the middle of a lake and toss out a line hoping the biggest fish will happen to come their way. They research the areas where fish congregate, the bait that is most effective, and put their line into a position to take advantage. It is the same with effective promotions. While providing relevant content on a web site is important, reaching the right buyers and building relationships is much more critical.

Prior to signing on the dotted line, clients choose the company they believe will meet their needs the most effectively. If you proactively put your name in front of the right contacts, your chances of catching the big fish and having repeat business for years to come is much greater.

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