AN INTRODUCTION TO OUR LOCAL MARKETING CO-OP.
By
Tracy A. Hanes
Š 2013 by Tracy A. Hanes
All Rights Reserved. No part of this publication may be reproduced in any form or by any means, including scanning, photocopying, or otherwise without prior written permission of the copyright holder. First Printing, 2013 Printed in the United States of America
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www.kufanya.net Income Disclaimer This document contains business strategies, marketing methods and other business advice that, regardless of my own results and experience, may not produce the same results (or any results) for you. I make absolutely no guarantee, expressed or implied, that by following the advice below you will make any money or improve current profits, as there are several factors and variables that come into play regarding any given business. Primarily, results will depend on the nature of the product or business model, the conditions of the marketplace, the experience of the individual, and situations and elements that are beyond your control. As with any business endeavor, you assume all risk related to investment and money based on your own discretion and at your own potential expense. Liability Disclaimer By reading this document, you assume all risks associated with using the advice given below, with a full understanding that you, solely, are responsible for anything that may occur as a result of putting this information into action in any way, 3
www.kufanya.net and regardless of your interpretation of the advice. You further agree that our company cannot be held responsible in any way for the success or failure of your business as a result of the information presented below. It is your responsibility to conduct your own due diligence regarding the safe and successful operation of your business if you intend to apply any of our information in any way to your business operations. Terms of Use You are given a non-transferable, “personal use� license to this product. You cannot distribute it or share it with other individuals. Also, there are no resale rights or private label rights granted when purchasing this document. In other words, it's for your own personal use only.
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Table of Contents INTRODUCTION ............................................... 7 HOW WILL THIS BENEFIT MY LOCAL BUSINESS? .................................................... 10 Samples & Testimonials .................................. 19 DIRECT MAIL STATISTICS ............................ 25 MEMBERSHIP LEVELS ................................. 28 List-Building 101.............................................. 32 Your Gift for Becoming a Member ................... 34 About The Author……....…………………........ 37
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www.kufanya.net INTRODUCTION: Our Local Marketing Co-Op. Imagine being a part of a group of local business owners- all non-competing- and being able to harness the CoOP’s volume power to get more customers faster, easier, and cheaper than on your own. Welcome to our local marketing co-op. We are a by-invitation-only membership group, with 1 business owner per niche business representing our CoOp. We’d like to formally invite you to be a part of our exclusive group of the area’s savviest business owners. No face-to-face meetings required. Just an open-mind and a willingness to help each other become more successful in growing each of our local businesses while supporting our local economy. WHY USE A LOCAL MARKETING CoOP? What is this Local CoOP all about anyway? Let’s start with the basics. A marketing CoOp allows a group of business owners to utilize the members volume so that they can acquire new business quickly, easily, and inexpensively. Members are all non-competing businesses that 7
www.kufanya.net harness the power of shared mailings, joint venture, strategic alliances, & other lucrative hostbeneficiary relationships between one another. Before spitting out more CoOp-specific terms, let’s get on the same page with CoOp terminology. JOINT VENTURES: Teaming up with another business or group of persons for the purpose of expanding your business influence & creating a more powerful marketing presence. Why spend all your time, effort, expense, and credibility-building activity to attract new customers from the outside market when there is a much easier and less expensive way to do it? You can get other people and businesses to get new customers for you, and they can do it faster, more efficiently, and for a fraction of the cost you’d spend doing it yourself. STRATEGIC ALLIANCES: Partnerships in which 2 or more businesses work together to achieve objectives that are mutually beneficial including cross-referrals. Cross-referrals are a great way to use free, word-of-mouth advertising between businesses serving like markets to trade their clients’ contact information to the other for 8
www.kufanya.net marketing their own complimentary products or services. SHARED MAILINGS: A mailing that promotes the products of 2 or more businesses, with the members sharing the mailing list and all other costs. Direct mail is the king of ROI with more people being influenced to make a purchase than any other medium. But most small business owners can’t afford to do it on their own. Shared mailings allow business owners to share the costs associated with design, printing, postage, and mail handling to a target market. With direct mail returning an average of $11.69 for every $1 invested in it- it’s the best way to grow your business besides word-of-mouth referrals.
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One HOW WILL THIS BENEFIT MY LOCAL BUSINESS? How will the CoOP help grow my business? There are many benefits of our local marketing CoOP to help gain you more customers, drive sales, and grow your business. Let’s start with our exclusive program that we’ve rolled out in our area that allows you to gain a competitive edge in the market and one-up your competitors. NO ONE else is doing this simply because it would be too expensive normally- but since we have a design and printing business in our group (no other than me!) we are able to do this for ridiculously cheap. 10
www.kufanya.net Our shared mailing is a GIANT postcard that measures a foot-wide, nine inches tall. Each member of our CoOp gets to place an exciting offer on it each month that gets mailed out to 10,000 of our local neighbor’s right around our businesses. Remember, we are all noncompeting businesses so you’ll have absolutely ZERO competition on the card- giving you a distinct advantage in the marketplace. Here are 10 big benefits of being a part of the Deal Dropper giant postcard mailing: 1.
Cost-effective: Let’s start with the issue that is often one of biggest concern to business leaders, cost. Across the board of other advertising efforts, direct mail coupons are extremely cost effective (not to mention the proven return on investment, since cost always should be evaluated in terms of associated business development, sales and customer acquisition). And because our members share the cost of the mailing we can each harness the power of direct mail for 90% LESS than if we did a campaign on our own & allows us to really maximize our ROI. 11
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Targeted around your business: Most people do business within a 5-mile radius around their home. So why not slip an irresistible offer in their mailboxes? These are the people that are most likely to do business with you and these are the people that we target with our giant postcard mailing. This also gives you great exposure in your target market.
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Proven track record: Direct mail has a proven track record. Because this technique had been so widely used for a long time, much proof exists to demonstrate its effectiveness. Shared direct mail campaigns offer reliable returns with negligible costs.
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Highly measurable: Direct mail offers are easily trackable and the results can be measured by simply adding a redemption code, leading the prospect to an opt-in form, or even having the customer text a keyword to get the coupon on their mobile phone. When you can measure your results of your marketing than you can easily see your ROI and know that it’s working. 12
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Easy way to gain new customers quickly: Irresistible offers attract new customers including new residents to try out your business and tell others about your offer. And great offers will entice customers who have been shopping with your competitors. It’s a proven fact that consumers will break routine shopping patterns to take advantage of a great offer. We help you craft an irresistible offer that has been tested, tried, and proven in your market giving you an unfair advantage.
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Expand or increase your market area: Since consumers will travel far to redeem a great offer, by sending out an exciting offer to even more zip codes around your business to easily expand your market area helping you to see even bigger growth in your business.
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Drive sales immediately: With so many local residents receiving your exciting offer in their mailbox instantly- you can drive sales immediately in your business. No more waiting for your 13
www.kufanya.net SEO efforts to pay off, or hoping that your phone will ring. With an instant drop of our giant postcard in the mail your offer gets seen immediately and you start seeing results quickly. No other form of marketing can get you such quick results like direct mail. 8.
87% of all shoppers use coupons: As stated in the Wall Street Journal, “As the economy slides, coupon use rises.� Another independent study says 95% of consumers like coupons. This is why savvy marketers use great offers to pull customers to them quickly, a system to capture their information so you can market to them later, a system in place to upsell & cross-sell to increase the transaction, and to increase referrals. Our CoOp helps you put these systems in place so that you become a well-oiled customer-getting machine.
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Direct mail coupons are more effective than digital: Coupons delivered through direct mail are more effective when it comes to retaining business and reaching potential customers than cou14
www.kufanya.net pons delivered through digital channels like daily deal sites. Too many times have we heard from local businesses that the daily deal sites created heavy traffic but no one is returning and becoming loyal customers? These dailydeal shoppers are not loyal to any one business and will respond only to the next best deal. Coupon offers however have been proven to be an extremely effective means to gain new customers from around your local business and much more likely to become long-term customers for your business. Coupons and great offers have proven themselves to be highly effective sales tools for every conceivable size and type of business. Because they literally “pull in the business� they have gained massive popularity with smart business owners because they are widely accepted by consumers and are an excellent way to gain more exposure, more traffic, and more profits for your local business. Our CoOp postcard- the Deal Dropperfeatures our members’ hottest offers on 15
www.kufanya.net the card to illicit a massive response for each business. The card is mailed out every 4-6 weeks as direct mail always does the best with multiple touches. To send something out to this many people, this size to make sure it gets noticed, plus designing the card, printing and postage would cost about .65 Cents PER PIECE. So a mailing like this done on your own could easily cost you $6,500 or more. As a member of our CoOp you get the powerful advantage of direct mail for your business but at a fraction of the cost. Joint Ventures: Joint Ventures allow you to stay focused on your own core business while expanding, exploiting and harnessing your joint venture. Entrepreneurism is about leveraging combined efforts. It's about helping other people get what they want so that they will give and get you everything that you want. - Jay Abraham What if you could eliminate a lot of the expense, time and inefficiency of prospecting for new customers and spend more of your time with customers who were “ready to buy� and even recoup some of your investment from past 16
www.kufanya.net prospects who didn’t buy or become loyal customers? With our exclusive group of noncompeting and many being complimentary businesses, we have the advantage of working with one another to turn big profits in our businesses. This strategy alone has been responsible for making many people thousands and even millions of dollars. Our CoOp will work together to form these joint ventures between us where it is mutually beneficial for all. Strategic Alliances: With our local marketing CoOp you will be able to form strategic partnerships with members to build cross-referrals between each business. This is very powerful and as a group we cross-promote different ways with one way being simple endorsements utilizing a complimentary business’ list of customers. Usually done between 2 businesses, a two-way cross-promotion is notification to each other’s customers about your products and services. This then becomes the single-most powerful referral program available. All of these benefits are exclusive to our Local Marketing CoOp group. Sure you could try to put it together yourself, but it would take both time and training on how to do it correctly for maxi17
www.kufanya.net mum success. With our CoOp you have access to someone already with the industry-know-how (me) to help connect the dots. And since we also have direct access to low-cost printing and graphic design our costs go down even more for our shared mailings. It’s a win-win.
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Two Samples & Testimonials. Can you show me some proof that coupon direct-mail works? Mike Cochiaro, owner of Cochiaro Pizza in Northlake, Ill. “I really like this program,” he says. “The response rate was terrific and the percentage of return is phenomenal.” Cochiaro sent oversized postcards with coupons, and credits them with helping generate a 12percent boost in business. “It has been the most successful card I have ever done. The return was significant. We estimate close to $20,000.00 in sales. Understanding the areas that had problems along with your awesome postcard has been a winning team for us” -Jeff Holper/Holper’s Pest & Animal Solution 19
www.kufanya.net “Since starting the postcards we have had several patients purchase hearing aids from the satellite offices resulting in sales of $2770-5990 each” -Darlene DeGreen/Diamond Hearing Aid Center “Their product was responsible for a successful launch of a new company. Now my company name is easily recognized in several markets. I could not have experienced a better advertising program”. -Neal Davis/Elegant Accents, Inc.
Check Out These Coupons
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www.kufanya.net Slash Great Offers Statistics.
Coupons + Postcard Marketing= Success No Matter Which Way You Cut It. Consumers LOVE A Great Deal!
What does this GIANT Postcard Mailing Look Like Anyway?
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Printed on heavy 14pt cardstock- looks incredibly nice- not cheap. Coupled with incredible offers on the card makes it almost impossible to throw away. Most will hang on to this & put it up on their fridge. The biggest piece of mail legally sent without folding. Trumps all other mail in the mailbox getting you 100% exposure to your offer. Nothing else can do this. Non-competing offers. As a member you’ll enjoy locking your competitors out of this exclusive mailing giving you an unfair advantage. 23
www.kufanya.net Mails to 10,000 upper-income households near your business- the people who want to do business with you.
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Three DIRECT MAIL STATISTICS How often do you check your mail? In 80% of homes the person responsible for collecting the mail will do so at their first opportunity according to a recent study by the USPS. And once the mail is brought into the home, 80% of people will sort the mail immediately. The mail is sorted into A & B piles near the trash. A lot of so-called “junk mail” obvious as “B” pile mail gets thrown out unopened or only at a glance. The mail that gets “A” pile treatment is usually opened immediately and read. The goal of your direct mail piece is to land in the ‘A’ pile because if it doesn’t get read- you can’t sell anything. With our giant postcard printed on the highest quality cardstock and jam-packed with some of the most exciting offers available through the mail we can guarantee your offer will be seen. 25
www.kufanya.net According to a recent survey by ExactTarget, 65% of consumers have made a direct purchase as a result of a direct mail piece. It also remains the only channel where unsolicited messages are acceptable to a majority of consumers. 1.
Direct mail is tangible- something that digital media can’t replicate. There’s something about mail and how it cuts through the digital clutter that remains favorable to consumers.
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Direct mail can integrate with other channels- like social media, your website, or even text message marketing to help break the mold and surprise your prospect.
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People like opening mail. It’s a ritual for most and they do it diligently every day. You really have the opportunity to differentiate yourself when you send a direct mail piece.
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Less competition in the mailbox. Most of your competitors aren’t using direct mail because they think it doesn’t work—most likely because they did it wrong once or twice and never learned how to do it the right way. And for most 26
www.kufanya.net small business owners it’s just too expensive. The power of our local marketing CoOp allows you to utilize the power of direct mail without the high costs associated with it giving you the opportunity to get noticed quickly. 5.
Direct mail delivers results. It works. The majority of people will open and read direct mail, but often will choose to ignore e-mail solicitations. The fundamentals of direct mail haven’t changed, partly because their efficacy has been proven time after time. We will work with you to ensure your offer is compelling enough to illicit a good response and many times have proven offers in our “Deal Dropper Bible” that we can use as a basis to set your offer and reach your goals.
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FOUR MEMBERSHIP LEVELS As mentioned previously, membership to our local CoOP is by invitation-only. And since you are receiving this report you have been handselected to participate in our Exclusive Local Marketing CoOP and use all of our resources to help grow your business by leaps and bounds in 2013. We hope that you join us in this exciting movement at a local level as one of about 15 total non-competing members. Please keep in mind there are NO contracts or commitments in our group. Each package gives you exclusivity- there will be NO competitors allowed. And there is no fine print because you can quit anytime. There are no refunds and if you quit, you can never get back in. And since spaces are limited we can only accept 9 more businesses into our exclusive group. All membership packages require 50% down to reserve 28
www.kufanya.net your ad space on our upcoming mailing. You can “up” your membership level at any time. All membership levels mail to 10,000 upper-income households. MEMBERSHIP LEVELS SILVER: $350: (50% down). This level gets you a small ad space on our postcard mailed to 10,000 local residents. You also receive listbuilding set up on your website and FREE Lifetime-SMS and/or an email autoresponder. The lifetime SMS is a “secret-way” to send as many text blasts to your list as you want for FREE. Please see “List-Building 101” in the next chapter to understand how these 2 forces combined can literally double your business. You also receive all the benefits of our joint-venture partnerships & strategic alliances. (value $997) GOLD: $450: (50% down). This level gets you a medium ad space on our postcard. You also receive the list-building and lifetime-SMS as described in the Silver package and/or an email autoresponder AND premier placement on the back of the postcard which is the side that is delivered face-up in the mailbox. You also receive 29
www.kufanya.net all the benefits of our joint-venture partnerships & strategic alliances. (value: $1297) PLATINUM: $550: (50% down). This package secures you a large ad space on our postcard mailing. This is great if you have multiple offers or just really want to stand out on the postcard. You also receive the list-building and lifetimeSMS packages and/or we’ll set up an email autoresponder for you AND a mobile website. We’ll also create a 30-second commercial about your business to place on your website & for you to promote your business with on your social media channels. You’ll also receive all the benefits of our joint-venture partnerships and strategic alliances to grow your business even more.($1997 value). So you get to mail 10,000 direct mail pieces to people right around your business, we’ll help you build a list on your website to capture customer’s information so you can market to them for FREE whenever you want, and we’ll even set up a great way to send text or email promotions and offers to your list whenever you want to fill your business during slow times or fill an empty hole in your schedule. 30
www.kufanya.net And you get access to joint-venture opportunities and strategic alliances between all members of our exclusive group helping you to increase sales even more with no extra capital. There’s NOTHING else out there that will help you grow your business by leaps and bounds so inexpensively.
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Five List-Building 101 LIST-BUILDING: With each of our membership levels we set up a list-building system for your business. This is a way to capture name, email, and even mobile phone number if you wish from everyone that visits your website. Did you know that 80% of people visiting your site never call, stop by, or make an appointment? This equates to a lot of lost opportunity for you to make a sale. With our list-building system implemented on your website you’ll be able to capture more of your visitor’s information, build an opt-in list (we’ll set this up for you), put it on auto-pilot, and then build a relationship with these people over time so that they come to know, like, and trust you. And when they know, like, and trust you- you’re going to be the one they call on to do business with in the future. Even sending a simple text message out with a great promotion maybe 1x per week is great for filling holes in your schedule, or filling your business on slow days/nights. 32
www.kufanya.net We want to make sure you are successful in growing your business. Just by capturing your visitor’s information and then following up with them over time can literally DOUBLE your profits in your business. This is a must for any business and it’s yours for FREE with membership to our exclusive CoOP.
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Six YOUR GIFT FOR BECOMING A MEMBER
Receive $100 off your first mailing/membership level when you respond to this invitation today. Please call: 281-910-8728 # today to lock in your membership. Or email me: tracy@kufanya.net 34
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Conclusion Don’t Let Your Co Op Learning Stop Here. Now that you’ve finished reading this guide, don’t stop here! This is just the beginning of the opportunities our Local Marketing CoOp offers as a group. Now, it’s time to test out the best practices we’ve covered and iterate on them with your own creative ideas to find out how you can start bringing in new business. What are you waiting for? This is a rare opportunity that won’t be back around anytime soon. As far as we know we are the only group of our type in our area that is doing anything as beneficial to our businesses as this. We’d love to talk with you, answer any questions you may have, and help you become a part of our group today. We appreciate you taking the time to read this guide and we look forward to a rewarding, mutually-beneficial relationship with you soon! Call us today: 281-910-8728# or email me:
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www.kufanya.net tracy@kufanya.net to lock in your membership level. We only have 9 spaces remaining (could be less by the time you finish reading this) and we only have limited membership spaces for each level remaining. Tracy A. Hanes 281-910-8728 tracy@kufanya.net www.kufanya.net http://www.meetme.so/tallenhanes
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About the Author Author, consultant, and online/offline marketing Pro Tracy A. Hanes is an expert at helping small businesses gain a dominant position in their local marketplace. Tracy specializes in helping entrepreneurs and small businesses gain a competitive advantage in their local market both online and off. He makes sure that these businesses are able to be "found" on the internet, ensures that they never run out of leads, and helps them to transform these potential clients into lifetime customers (and raving fans!). If you are serious about improving your own business’ bottom line, and would like to schedule a free consultation to see how Tracy A. Hanescan set a comprehensive online marketing campaign for your company, you can contact Him by leaving your name, telephone and email or texting your name and email to 281-910-8728. He is also the Director of Operations of The Local Marketers Association.
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