Guerilla Sales & Marketing by Lori Turner-Wilson en-us Crisis planning could save your company Natural disasters, bankruptcy, insider trading, bad social media reviews, product recalls and the like are certainly what comes to mind when you think of a crisis that could devastate your business. Most business owners don’t stop and ask themselves “Could this happen to me?” And even if they do, the answer is typically, “No. Surely not.” You may be correct. But what if you aren't? Are you willing to take that gamble? What if you join the 59 percent of business... Sat, 18 Feb 2017 00:03:38 -0600 JT returns and Mr. Clean channels Magic Mike Buzz is building around this year's Super Bowl ads, which will feature Justin Timberlake, political controversy, Mr. Clean as Magic Mike, and the first-ever live ad. In another record-breaking year, with ad costs exceeding last year’s $5 million per 30-second spot, big brands are, once again, putting it all on the line. Some will score big and others will be nursing a multi-million-dollar headache Monday morning. Here's what we know so far. Memphis native Justin Timberlake is... Sat, 04 Feb 2017 01:34:17 -0600 Super Bowl ad sales slow going Super Bowl advertising sales have been slow going this season, with only 90 percent sold by December of last year. While that may sound like solid performance given the big game isn't until February, consider that Super Bowl ads usually sell out in September or October given how long it takes advertisers to produce their big-game spots. These are the primary factors driving this slow-down in ad-sale performance. NFL ratings are down notably this season. While NFL executives cite the... Sat, 28 Jan 2017 00:19:21 -0600 How to raise prices and keep customers When planning your price increase, you probably thought about it all: The appropriate increase amount based on competitive standards; which products or services will be affected; and, the amount of business your company can afford to lose as a result of the change. But too often companies forget their customers when they outline a price increase strategy. A communication plan is a key part of implementation and should never be an afterthought. Price increases are a necessary part of business.... Sat, 21 Jan 2017 01:45:54 -0600 How sales promotions lose business It’s a common practice in business to set up a booth at the same trade show every year out of habit as part of your sales promotion strategy. Businesses show up, set up the same table display, and use the same fishbowl to collect many of the same business cards as they did in prior years. But what happens after the show? Sales teams often characterize a successful trade show based on the number of interactions with existing and prospective customers. But, without collecting and... Sat, 14 Jan 2017 00:00:00 -0600 Crafting the right launch The launch of a new product is just about as important as the actual product itself. As good as the product may be, if the launch is lackluster, the good product may sit on the shelf until it one day lands in a clearance bin. This isn’t what any business wants when debuting its latest and greatest idea. Research shows that only 35 percent of product launches are successful post launch. Yet, companies only get one shot at crafting the right launch. According to the 2017 State of Small... Fri, 06 Jan 2017 23:43:51 -0600 Marketers ratcheting up Instagram investment In a study by eMarketer, marketing professionals have spoken with gusto about their intended 2017 investments in Instagram. It was just September of 2015 when Instagram opened up advertising opportunities. However, the company is on track to bring in more than $1.85 billion in ad revenue this year, and that revenue is predicted to rise to $2.73 billion in 2017. Similarly, a poll of US marketers conducted by Advertising Age and RBC Capital Markets found that 30 percent of respondents were... Fri, 30 Dec 2016 03:01:25 -0600 New business ideas for the new year It won’t be long before the ball will be dropping in Times Square, signaling a new year and a new start. While people everywhere vow to make changes in their personal lives, businesses should be no different. Take this time to take stock of the past year by examining what worked well and what didn’t go as planned. Once you have realized your successes and your disappointments, make a resolution to continue and improve upon what worked, while fixing what didn’t. Don’t... Fri, 23 Dec 2016 03:15:21 -0600 Brand dissonance boosts marketing performance The primary reason that most advertising fails is that the message sounds remarkably similar to most competitors in the marketplace. With all the advertising noise competing for consumer attention these days, it’s becoming increasingly challenging for the market to differentiate one brand from another. This translates to a waste of precious advertising dollars. It’s the equivalent of flushing your marketing budget down the drain. Why do so many brands struggle with “me... Sat, 17 Dec 2016 01:42:12 -0600 Five fresh ways to add value Any salesperson who’s been in the game for more than a day knows that products and services aren’t sold based on price. Top sales pros first focus on the value of what they are selling and how it can best meet the customer’s needs. But today’s consumers are more informed than ever. According to a recent Accenture survey, 88 percent of customers research products online before making a purchase in a store. The numbers only go up for business-to-business sales. An... Sat, 10 Dec 2016 01:00:36 -0600 5 killer sales call missteps Good old-fashioned sales calls are making a reprisal given how few salespeople are leveraging them anymore. With digital communication now serving as the preferred form of initial outreach to new prospects, there is a sizable opportunity for sales reps skilled at making a truly impactful sales call. The resurgence of this timeworn sales technique is like the opportunity that now exists in the direct mail space, given how dependent brands have become on email and social communication. When you... Sat, 03 Dec 2016 00:48:37 -0600 Bring your social content to life Most business owners have been advised about the importance social media plays in the success of a company. It is the new-age version of word-of-mouth referrals, and it’s more dynamic than any marketing channel that preceded it. Because social media is essential to your business, conversations about it often take on a tone of seriousness. However, this mindset is the antithesis of social media’s purpose. There is a way to treat social media as fun and innovative while still... Fri, 25 Nov 2016 23:47:56 -0600 Get a competitive advantage with a marketing map It sometimes seems like marketing campaigns are an escalating game of chase. When your closest competition takes out an advertisement in the newspaper emphasizing their clients’ successes, you might feel like you need to make your presence known with a two-page spread doing the same. When your competition puts up a billboard about the efficiency of a product or service, you wonder if you need one, too. When they start advertising with client testimonials on television, you consider... Sat, 19 Nov 2016 02:05:29 -0600 10 offline marketing strategies that work We’re so knee-deep in the digital age that the phrase “digital marketing” is now synonymous with “marketing.” As such, there is so much digital noise competing for the attention of consumers, your message can be easily lost. That’s why now, more than ever, a combination of offline and online strategies are your best bet. Consider these old-school, offline strategies as a way to break-through the digital clutter and win the hearts and minds of your... Sat, 05 Nov 2016 00:00:00 -0500 How planning wins the war on mediocrity It's a scenario many sales leaders know too well: You hire talented people with stellar track records and are left bewildered when they struggle to make their numbers week after week. You coach them. You put them on performance improvement plans. You remind your team of minimum targets and echo their bonus incentives at every sales meeting. Yet your team's performance continues to decline and motivation nosedives as a result. But why would a team of professionals who should be soaring high... Sat, 29 Oct 2016 01:28:57 -0500 Self-trust boosts integrity and sales performance I've always contended that there are few business professions as challenging as a career in sales, so it's not surprising that more than 45 percent of salespeople don't meet their annual quota, according to a CSO Insights 2015 Sales Compensation and Performance Management Study. The reasons are varied and often involve sales discipline. In the sales world, discipline is often defined as setting an activity schedule and sticking to it. I want to challenge you to think about discipline in a new... Sat, 22 Oct 2016 02:18:59 -0500 Why sales training doesn't work Imagine you're a football player and your coach shows you a new play by drawing it out on the white board. He asks you to execute the play in the next big game without ever practicing it. What is your likelihood for success? It's likely very low, even if you're an elite athlete, because elite athletes earn that moniker through hour upon hour of practice. Likewise, our successful execution of new sales skills naturally requires substantial practice before consistent and flawless behavior change... Sat, 15 Oct 2016 01:52:24 -0500 5 tips to keep your marketing emails out of the trash On a typical day, the average professional receives about 100 emails and, according to a recent study, that number is only expected to grow. The average professional also is in the routine of quickly scanning the inbox and deleting emails that don't quickly catch their attention. It can be tough for any email these days to not end up in the trash bin. So how can you make your company's marketing emails stand out in a sea of doomed correspondence? If you want to get your email opened, the... Sat, 08 Oct 2016 01:07:50 -0500 12 crucial social media metrics Most businesses of any size are at least experimenting with social media marketing these days, though most remain unsure if that notable time investment is really paying off. How do you know if you should continue down the social media path, invest more time and money, or shift your investment to another marketing channel entirely? Arriving at that decision begins by assessing your performance against these 12 crucial social media metrics -- which are extracted from a larger list published by... Sat, 01 Oct 2016 04:30:18 -0500 How could your brand capitalize on live-streaming? Since Facebook Live launched in April of this year, live streaming events have become very popular. While competitor Periscope has been around since early 2015, Facebook has integrated live streaming directly into the timelines of 1.71 billion users, making these live videos more visible than ever. So far, most brands have avoided these live video streams because of the obvious risks of a live broadcast. However, even Thomas Jefferson knew that with great risk comes great reward. How can your... Fri, 23 Sep 2016 23:16:44 -0500