The Effect of Unemployment on the Real Estate Market

It is pretty obvious that our current unemployment crisis directly influences many parts of our economy, including the real estate market. It is fairly simple to figure out. Individuals without an income obviously can’t afford to invest funds in the housing market. Sadly, many home owners have become unemployed after already securing a home mortgage and this simply puts another home back on the market when that person can’t fulfill their financial obligations. Ultimately, this leaves more homes in the unoccupied category and lends itself to a lowering of housing prices.

A less direct way in which unemployment affects the real estate market is the negative impact the unemployed individuals have on their local economy. Someone without an income obviously doesn’t have the disposable income to spend at local shops and entertainment venues. This lessens the money and income that these businesses take in, which results in further layoffs or business closures. It just keeps going down the line like a trickle down effect, and in the end, it ends up meaning people do not have the funds to invest in real estate.

However, it doesn’t end there. Statistics show that areas with a high unemployment rate often have the highest crime rates. In turn, a region with a high crime rate is not very attractive to real estate buyers. The local housing market then adjusts to this, and the local real estate values drop even lower. Unfortunately, for many areas this can be a never ending spiral downward.

The people who are employed take this into account and usually are not confident enough to make a housing purchase in the area. In a bad economy, many buyers will choose to wait it out and hope the economy levels off before making a purchase. Home owners who do have disposable income will usually choose to invest funds in their own home in the way of upgrades or repairs. However, with a general shortage of funds, home owners are forced to let their homes fall into disrepair, which further decreases the property value in the already struggling area.

Because unemployment rates are directly linked to the real estate market, economists take this into account when analyzing the housing prospects for an area. This is also something buyers should take into account when deciding whether or not to purchase a house.

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2 Quick Tips – QR Code Marketing for Short Sale Prospects

As you launch more of your marketing for short sales, the constant drive to increase lead count and conversion rate might seem challenging. When there is money to be made in a market competition increases. The only way to remain on top with your lead generation and sales efforts is to constantly differentiate your business.

You can differentiate yourself in many ways, and most won’t cost you a fortune. Especially when you have a base of marketing already in place (ie. letters, postcards, websites, signs, etc) you can often just make small changes to your existing marketing that will improve your conversion rates.

One of the latest methods of using the power of mobile marketing with your efforts for getting short sale prospects calling you is through the use of QR-Codes. QR Codes were once used primarily for industrial applications and now with the power of Smart Phones they are taking on an entirely new aspect. QR Codes allow you to “embed” data on an image and when a prospect “looks” at that image using their phone it can provide them more information in an instant!

Consider the following methods for your short sale marketing efforts.

QR Code on Open House Flyers – Consider placing QR Codes on your open house flyers. Especially when you are listing a short sale home in a neighborhood where you want more business, you can put them on your flyer to help the prospect learn more about how they too could have their home sold. When they scan your code have it go to a focused landing page on your site that shares about MORE than just the home you are holding open. Have it share how a short sale can be done AND how if they call or optin for help you can help them start the process in minutes.
QR Code, Direct to Video – You can direct a QR Code to different types of media. With video becoming more and more popular on mobile phones, consider directing your code to a video. The video could share about the challenges of selling a home that has no equity, how you can get the bank to stop calling, and how with just a simple phone call (hey they are on their phone) that you can help save them from the frustration of dealing with the bank.
QR Codes can be a valuable part of your marketing when used consistently to pique interest and generate leads. Put them into action today to help you generate more eager short sale prospects.

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Did The “Old School” Sales And The Marketing Tips Become Extinct?

Sometime about 10 years ago the car business reached a fork in the road. The industry was challenged by a newly (or soon to be) informed and empowered customer base. From that point forward sellers have been faced with a choice: hang on to those old school sales and marketing strategies or join the ranks of the next generation dealers who depend on a “more sophisticated” method… a kinder, gentler car business.

This kind of choice is still facing thousands of dealers who’ve yet to “choose a side”… but time and distance have now created the opportunity to look back and ask, “Are those ‘old school’ techniques really out of date?”

In an effort to simplify (but at the risk of generalizing), now let’s check out some of the elements of the “old school” method:

• Higher-pressure selling environment

• Dealer-controlled selling process

• Less price/margin clearness

• Emphasis on front-end revenues

• More reliant on traditional advertising like print, radio, television or direct mail

• “Hook” based marketing post

• Customer’s vehicle choice affected by profit potential and bank advance

• Bigger push for substantial down payment

• Pre-qualification encouraged toward front of sales process

• Sales are designed in person, on the spot, on the lot

Now let’s take a glance at the “more sophisticated” new way of doing things:

• Low-pressure selling environment

• Customer controlled buying process

• Completely transparent pricing and profit margin

• Emphasis on achieving money in the long term and willingness to forgo immediate profit

• Focus on fast turn, high volume

• Less reliant on traditional advertising

• Price-based marketing messages

• Customer’s automobile choice uninfluenced

• Little or no pre-qualification

• Sales method exists in large part in email, on the web, on the phone

So which one is better? Which do you feel we think is better?

Of course, there’s no right answer. Eventually dealers should choose to do business in a way they feel most comfortable… and find to be most effective.

However, We strongly suggests against the flatly rejecting either “old school” or “new school” techniques and instead encourage dealers to become objective thinkers and operators who are ready to take the best and most effective elements of any approach and use it in their trade.

The real threat is in the vast assumptions that have been developed about the “new economy” and the “new consumer.” There’s a sense in the business that all consumers are educated and all informed consumers will claim the lowest price and reject any form of pressure. These assumptions are simply not true.

In reality, To be frank customers still have the similar lizard mindsets which they had a decade ago. And as nifty as it would be if the Internet could speed up the pace of evolution, it can’t and it hasn’t. Individuals still have desires, which are furnished by owning a nicer, newer car. They still have anxieties or doubts, which prevent them from entering the buyer’s circle. An effective dealer’s job is to influence the desires and overcome the doubts.

The idea that consumers in 2010 are data-driven drones who make only purely logical decisions is false and will harm this industry. You’ll be very careful to reject that notion and to prevent it from harming your business.

Tactics vs. Intent

These days generalizations are made about dealers who use certain tactics. For instance, we’ve heard dealers who think themselves part of this newer generation accuse other dealers who continue to make extremely high front-end profit using “old school” tactics of being somehow unethical.

The broad philosophical question: Is making a profit unethical?

That’s for you to decide. But for the reasons of this article, let’s assume we all agree that making a profit is ethical. This is, after all, the car business… not the car foundation.

In fact, dealers offer a valuable service to the public by finding, sourcing and arranging for the transportation of vehicles to their location, inventorying those vehicles so that clients can browse multiple options, helping customers find and arrange for financing of their selected vehicle, providing the opportunity to service the vehicles, etc.

Atleast for that the services dealers deserve a profit. (As an aside, nobody questions or criticizes grocery stores, or clothing stores, or electronics stores for making a profit. Why should making a profit at a car store be any different?) How much profit is the right profit? As much profit as the market will bear, one customer at a time.

That aside, the question becomes: Is the use of “old school” tactics wrong?

We submit that the tricks used are far less vital than the intent of the dealer utilizing them. A dealer whose mission is to help as many people as possible satisfy their emotional desires by helping them own a nicer, newer car is not a bad person. Can we agree on that?

Then it should generally follow that whatever tactics are utilized to make a sale, as long as the techniques are not dishonest, regardless of “old school” or “new school”, are good and reasonable. And a dealer should find and execute any and all tactics that help secures sales that they feel comfortable with.

“Old School” Plus “New School”

Make the Most “Profitable School” In The Industry

In our view, “old school” tactics are wrongly demonized and cast aside by an increasingly contemporary-minded industry simply because they’re old. Additionally, “new school” tricks are refused by the dealers who are not willing to embrace the new technology, simply because they’re new. But such division doesn’t need to exist. This isn’t Washington! What good do partisan-style, ideological, intra-industry politics do for a dealer? None. The certainty is the leading approach is a hybrid approach.

“New School” Dealers should realize:

• The Internet has not reinvented the car business. It is a platform to be used and leveraged, not a savior.

• There’s much more to Internet marketing than just listing vehicles and prices (in fact, that may be the worst thing you can do). People are now just looking for the information online leaving beyond just prices.

• Traditional advertising still works and limiting your marketing to the Internet is a dangerous proposition. You’re simply leaving money on the table if you ignore traditional media.

• While more informed, consumers are as emotionally driven as ever.

• Lowest value is not the only, or best option (it’s simply the easiest option, chosen by lazy and unimaginative marketers…that’s a topic for a different article).

• Making a profit is not wrong… even in 2010.

• While making a profit long term is important, your business will grow faster and better if you can also turn a profit immediately. The larger profit you make on the front, the more you can make investments to acquire new customers. The more wealth you invest to acquire the new clients, the better you grow.

• Dealers provide extremely valuable service, and should strive to provide that service to as many people as possible.

• It is completely possible to sell a decent volume and make a decent profit. High margin does not directly equate to lower volume.

• Applying pressure to the clients to make up with the buying decisions is not wrong or anything evil. In fact many customers are desperate for someone to help them finalize their decision, and a little nudge from the people is all they need.

• As of this writing, people still buy cars in person. We don’t see customers entering in their credit card online and having their car delivered by UPS. Until that becomes the norm, the car business is still a brick and mortar business.

“Old School” Dealers should realize:

• You’re being talked about on the Internet whether you like it or not. You can join and direct the talk or you can be a victim of the conversation that occurs without you.

• More and more customers everyday are turning to the Internet for information. If you’re not there, you will be invisible to those people.

• Making wealth in the short run is important. But long-term profit and the life span value of a customer are at least equally as important.

• Because of the proliferation of information, many buyers will know more about your vehicles than you do. Now you will need to go beyond features, and start talking about all other benefits and helping the buyers to realize how his car will make a difference to feel good.

In the final analysis, the most successful and stable dealers are those who provide high value in exchange for high profit and utilize all the tools and techniques available to them, regardless of age, to achieve that. Like the dealer who has a video blog AND a radio campaign, or uses a trade hook AND an opt-in form. Old and new are not mutually exclusive and should coexist for best results at your dealership.

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Use Low-Priced Direct Response Online Advertising To Get Tons Of Targeted Traffic To Your Website!

All we know the benefits of free advertising techniques. But, you certainly need paid advertisement to get qualified instant traffic to your business.

You can easily find a number of paid advertising techniques, which can easily exceed your advertising budget and it doesn’t matter how much upper limit you fix for your advertising budget. At the end of your advertising effort, it might return you a little or nothing as a result of your paid campaign.

But the question is – which kind of paid advertising techniques you do use in your marketing effort so that you get the maximum return of your investment and also get optimum results from your marketing efforts.

I suggest you to use the principle of Direct Response Marketing in your paid campaign so that it can help you reusing your budget again and again to maximize your profit and optimize your advertising effort.

The basic concept of direct response marketing is the marketing that directly asks for response in terms of sells. You can start it with a minimum of investment as low as $200 or even less and use it in an efficient paid campaign, ask for directly respond to it and get the much more profit back to your pocket than your investment. For example you run a paid ad that costs $100. Let us assume your paid campaign brings 10 sells of your $40 product. So it brings you total $400 in sales and hence the profit you make $300 (i.e. $400- $100 = $300). Now you keep your profit $300 back to your pocket and reuse the same $100 in your next campaign. Here you don’t need to take any unnecessary risk.

Without taking too much risk, you need to test your paid campaigns one at a time so that you can find which are the best-suited campaigns and able to bring the best result in terms of profit for you. If you get the answer, just reuse those types of paid campaign repeatedly.

I hope, you understood the simple and easy-to-use principal of direct response advertising in your paid campaign. So, whenever you think of advertising your business and if it requires money, use it in direct response advertisements.

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Direct Mail Advertising Ideas For Realtors

The success of a direct mail campaign is determined by a number of factors, starting with having a clear objective for the campaign. Once you have defined the goal of the campaign, the postcard must be designed to motivate the prospect to respond to your call to action, for example, come to your office, go to a website or call on the phone. We call this motivating offer “A Magnet”.

Here are a few Ideas and Magnets that have been used successfully by our clients. Use one or a combination, but do not over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.

It is all about you!

When you are advertising your services, it is not the time to be modest. Selling Real Estate is a one on one, personal service. Include your photo and a brief resume. If you are new to the business, do not try to conceal it, let folks know that you are building a reputation and will work harder to get results. Include memberships in community organizations or church groups. If you live in the neighborhood you are targeting, be sure to mention it.

Use Mail Carrier Routes To Target Your “Farm Area”

Use mail carrier route maps to target your farm area. Direct mail is the best way to keep in front of new listing prospects. USPS Mail Carrier Routes can be mailed at the lowest postage rates and Carrier Route Maps are available to compare to your Farm Area. A smaller list, mailed frequently will yield the best results. Remember, your name needs to be “top of mind” when the decision to sell is made. The only way to do that is to mail on a regular basis. Be consistent and over time, the listings will come. Once you’ve built momentum, it’s time to expand that farm area.

Develop A Market Plan for New Listings And Give It A Name

Sure, most listings sell through the MLS. What other marketing activities do you include with your listing service? Open house, lawn signs, newspaper advertising, website, door hangers, etc. Make a list and present it as a results oriented marketing package. Make it even more special by giving it a name i.e. “The Exclusive, Bill Sullivan, Residential Real Estate, Marketing Plan”.

Use A Slogan To Help People Remember Your Name

Sometimes it may seem corny, but it works. i.e. “Selling Your Home? If You’re In A Hurry, Call Billy Murray!”

The FREE Market Analysis Offer

Everyone uses this offer, but perhaps a little rewording can make it more appealing, by targeting curiosity: “Find Out How Much You Neighbors House Sold For….You May Be Surprised!”

List The Houses You’ve Sold Recently. Don’t Have Any? You Can Still Make A List.

Put together a list of houses that have sold recently, including prices and a brief description. If they are not your listings, put a small disclaimer at the bottom “complied from MLS data base”.

Can You Offer A Discount Brokerage Fee? People Love To Save.

If your broker allows, you might consider offering a discounted brokerage fee and advertise: “Full Service At A Lower Fee”!

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Fundamental Strategic Marketing Mistakes to Avoid

This is a pretty tough global economy and it is critical for a company to leverage every bit of their marketing resources. So, if this is the case, why are so many companies shooting themselves in the proverbial foot by breaking some of the most fundamental rules of marketing? It’s a very simple question with complex answers – here are some of the pitfalls to avoid:

1) Believing a second rate web site communicates integrity: So many web sites are just plain funky looking (graphics, text, menus, etc.) – nice professional term, but it’s descriptive of some of the dreck that passes for web site design. A company should not forget that perception is reality on the web and people aren’t going to do business with a company that can’t field a decent web site – end of story!

2) Deploying a marketing strategy that’s all over the map: Is Yahoo a Search Engine, a Portal or a Hollywood Media company? They are the classic 3D hologram advertisement for a company that can’t figure out what it wants to be when it grows up. A company must pick a marketing strategy and then stay the course – changing direction every time the wind shifts is not a good business strategy and creates more motion than action.

3) Forgetting real brand development: Branding became the “.com” rallying cry for every newby wet behind the ears with an Internet dream to become a billionaire by selling dog food on the web (I’ll leave the sock puppet out of this) – we all know this didn’t work. But that does not mean a company should ignore brand development – it’s important to remember that a good brand is built one marketing process at a time; everything that a company publishes, develops or communicate is part of the brand building process, which in turn defines the company’s market position.

4) Ignoring distribution channels by selling direct via an ecommerce web site: A company should not build and launch an ecommerce site and start selling direct to customers and forget about a distribution channel. It’s imperative to give the customer the choice to buy direct from your company or locate a distribution channel partner via a look up capability on the site. And, if you really want to win the hearts and mind of a channel never sell below retail (SRP) – and afford the channel the opportunity to discount your product so they can compete effectively with you.

5) Making competitive analysis a low priority: Too many companies forget about their competitors after the business plan has been written. They don’t take the time to review them on a periodic basis and try and figure out how to deliver goods and services differently, which in turn drives competitive advantage and a long-term sustainable business model.

6) Poorly thought out Investor Relations press release: Do companies actually think investors are just plain stupid and don’t really read an IR (Investor Relations) directed Press Release carefully? Investors are typically very bottom line oriented – they want to know about revenue growth and real strategic partnership developments that help the company grow and not much else. Just throwing fluff out in the market and hoping this will drive investors to invest is just plain shortsighted stupidity.

7) Thinking any/all consultants know your business better than you: Reporters and consultants (including this one) have driven just as many companies into the ground with bad advice as much as they have helped them – companies must realize a consultant is typically not down in the trenches and they can make some bad calls – it’s important to filter their advice.

8) Letting the inmates run the asylum – customers should help a company refine its product marketing strategy by working as partners. If engineering tells marketing “the customer doesn’t really know what they want but we do” the red lights should start flashing danger – the company may be in serious peril and at the very least need new focus and direction for product marketing.

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Why Small Business Owners and Entrepreneurs Really Need A Solid Marketing Plan?

When I ask entrepreneurs and small business owners, it is not unusual for not having any marketing plan. I once read that Sir Richard Branson never had any marketing plan when he started the 1st Virgin business many years ago. In fact in one study of entrepreneurship (I couldn’t recall the name of the study) was that as much as 50% of entrepreneurs and business owners don’t have a business plan and marketing plan when they first started the business.

What was the outcome? As much as 90% businesses started by entrepreneurs and small business went busted or failed within a year. I experienced one of the many busts few years ago (with my cafe business) because i don’t really have a proper and “the few solid sheets” called a marketing plan.

Coming back to my questions to entrepreneurs and small business owners, many of their answers sounded like this, “I don’t really have one”, “It’s in my head coz I know the business so well” and worse, “I don’t know what is marketing plan”! If you happen to be in one of these categories, rest assured you are not the only one. And to perfectly honest, that’s the ultimate reason why I turned back to my writing board where I was actually in the middle of writing (rather perfecting!) a personal development programs. I dropped that program and quickly drafted and started Marketing Plan Breakthrough S6PEC because many of you need it, seriously.

But, I don’t specifically mean my own Marketing Plan S6PEC Framework because there are so many versions and gurus out there that can give you the benefit of marketing plan. Of course I am going to say mine is a lot better because it’s a practical and practitioner’s guide. Other than being a consultant, I also have performed marketing manager role, entrepreneur role, business manager role, investor and student of entrepreneurship (during my MBA!). But that’s not my main point. My main point is for you to have a marketing plan to guide your business. Which one? Well it is up to you!

So, to put things in perspective; why do you really need a marketing plan?

Guide
- in a marketing you will think, record and document all your ideas, products and services offering, price, distribution channel, programs, sales direction, customer segment and so on. I have experienced whereby I suddenly realized that my business is not going on the right direction because I didn’t follow my marketing plan. Have you experienced that? Or perhaps you suddenly realized that the thing you do know supposed to be done many months ago because you forgot about it? And you forgot because you don’t jot it down and plan for it? This is what I mean that marketing plan as a guide. I cover this in my Marketing Plan Breakthrough S6PEC.

Ideas
- people said the more you talk about your ideas the more refine it becomes. I think this is true. Did you ever experience when you talk to more people you generated a lot more ideas? When people give you feedback it triggers another dimension of your ideas? If you are, so where do you keep all these ideas? It should be in a marketing plan.

Resource Plan
- in marketing, there is only one thing that’s scarce: RESOURCES. Some people have a lot of money but lacked ideas and another group is the other extreme; more ideas and less money. Many of us probably the later than the former! In the marketing plan we will tackle things like people to hire, pricing, distribution plan, sales programs budget and so on.

Strategy
- similar to business strategy, marketing plan will capture strategies required to support your business strategy. For example if your business goal is to achieve 20% increase in sales, your marketing strategy would be to 1) introduce new product, 2) increase price for premium offerings, 3) recruit more distributors and offer commission scheme and so on. Strategy is king. When you can see your business in totality, I can assure you that you will find it easier to manoeuvre. Marketing plan is the place to address all these issues.

Risk
- in our marketing plan we shouldn’t only concern about making money or positive points, we also should address the risk we are taking. for example it is common for a marketing plan to capture things like, “require additional staff to handle sales call”, “additional investment from the management budget will increase chances of increasing 10% sales target” and many more. Imagine if you can factor your risk earlier and think through it, wouldn’t it be better for you?

Pricing
- I once said in my Marketing Plan Breakthrough S6PEC that, “Price is the key determinants of your profits”. I stand firm to keep it that way. In your marketing plan, you will address pricing plan for your distributors, customers, multiple segments (some business charge differently – price discrimination) and cost price i.e. your raw materials and things like that. Not many address price correctly and bear in my mind that we need to standby few pricing plan to respond to the market. Take for example during festive season, if everyone is lowering price and slashed their price or even ignited a price war, what do you do about that? Follow suit or wait? If you want to follow, how far? If you want to wait, how long? You capture all this in pricing plan.

Customer Segment
- this is talked about most of the time, but let’s accept the fact that today’s customers are fragmented to smaller niches. Your product and service will not be consumed by only one segment and at critical mass. it is likely to be consumed by smaller segment and multi. No more critical mass, but rather a solid spread of niches. For example, who buys iPod’s today? If Apple only think about yuppies they are making a big mistake because apparently iPod is also used by women and people with active lifestyle. Another example, who buys from hypermarket? If hypermarket only focuses on households they may not survive or be successful like today. Hypermarket main segment is actually small business restaurant operators that buy in larger quantity compare to households and on daily basis. I’ve been there, I know! LOL

Corrective Plan
- a marketing plan is a living document. Trust me, the moment you have it and experience planning your marketing, you will realize this. Therefore it is a plan that allows you to assess past strategies and results and at the same time allow you to make necessary corrective measures to fit your business growth. for example, who expected the 2008 financial crisis to hit us so badly? No one other than the few so called “economists” but how did responded to it? Severely. Many businesses closed including many giants. But the good thing is, many have a solid marketing and business plans, therefore they make quick corrective actions and moved forward.

Innovation
- I once sat in a meeting of project and business updates and suddenly one of the directors said, actually with all that we have now we can be in the medical device market. Violaaa!!! This medical device company used to service government hospitals and they have all the equipments. It’s just that they never thought of going direct to the hospitals and take the lion share of the business. In that meeting, after going through the company yearly updates, this “innovation” came instantaneously and the next year they are pitching about it to the government hospitals directly.

Imagine if you can do all these and manage all these in a marketing plan? Systematic, organized, well thought, innovative and captured all your pertinent business information, don’t you find having a marketing plan is useful for your business?

One thing about my business, I don’t sell templates. I only sell REAL content. I believe that template is only to give you the general overview of direction but not how-to do it. That’s why I highly not recommended you choose to download or purchase marketing templates because I have seen them i personally think it won’t help you much. Let me share you a recent story about template.

I have childhood friend who wanted to open a small business. I offered him my service at $$$ which is so much below market rate because we have been friends for 20 years. He said no, because he thinks there is another cheaper way to do it or in other words “resourceful is my middle name” kinda thing. So I let him do that. I offered him five days later that, if he needs me to view the marketing plan I will do it for free over tea. He showed me a marketing template he bought for USD 25 and all he got was a template!!! I scolded him and cursed the site that provided such thing. It was just boxes everywhere and not even a paragraph on how to fill those boxes. Well, this is what I mean and I defy being in that business because that’s cheating. By the way i got to do my friend’s job after that.:)

What I offered is much simpler, richer and with all the things you need. Firstly, my blog is to help you enhance and as a source to guide you on the marketing plan you purchase. Well, let’s don’t talk about purchase yet.

Would you want to view the actual content or maybe download the Marketing Plan Breakthrough S6PEC Introduction first? Please send your inquiry to [email protected] Information is FREE. Otherwise please go to http://www.marketingplanbook.com

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Types of Marketing Jobs

There are many various types of marketing jobs available. Here is a basic outline of the most common positions.

Account Director or Supervisor: administer client relationships with an agency. This person delivers presentations to potential clients. They also Supervise the account managers. Qualities like great interpersonal, customer service and organizational and communications skills are required.

Account Executive: gives dairy link with the clients to be sure of successful and timely. Help clients to create strategy and secure all the business.

Account Manager or Senior Account Executive: creates the strategy, organizes, direct and applies publicity campaigns. S/he confers with management to know the publicity needs and determine objective and establish annual financial plan. Directs creative and production of the advertisement (media establish timing and calculate costs. Supervise account executives.

Assistant Marketing Manager: is the assistant of the marketing manager. Help in budding and apply marketing goals. Direct market research and coordinate, the creative and production teams, to realize promotional materials. Need effective communication and directorial skills.

Brand or Product Manager: makes the strategy, direct and apply brand and marketing publicity for a particular product or business. The manager ask about market requirements and product features to improvement teams

Copy Editor: edit the written material to publish it by correcting it of spelling and grammar. Editor need to have a detail eye and knowledge of grammar and spelling.

Copywriter: develop and writes concepts for a publicity campaigns. S/he reproduces promotional materials for internal and external. Develops materials such as scripts, print or web projects, reports, and speeches.

Event or Trade Show Manager: creates and directs events for a company. The manager work with corporate marketing and public relations department. His or her job is to identifying event locations; developing budgets for functions; acquiring event permits; securing speakers, products for display and promotional giveaways; overseeing set up and tear down of demo booths; ensuring availability of proper equipment and supplies; booking hotel or conference rooms; and coordinating activities

Event or Trade Show Coordinator: helps the trade show manager with all the organization of the event.

Junior Account Executive: gives support to account services department. Her or his jobs are research of business news opportunities, tracking projects and providing assisting managers.

MarCom Manager: direct promotional and marketing strategy for product or company. S/he creates promotional marketing materials and organizes marketing programs schedules. This manager supervises all marketing communications.

Marketing Manager: direct all the activities of the marketing department. These managers require having finest communication, organizational, analytical and managerial skills.

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Insurance Agency Lead Generation – Direct Mail Marketing, Telesales, Prospect Lists and eMarketing

Insurance agency lead generation is a primary goal for any agent. New leads are indeed the lifeblood of the business – no agency can survive for long simply on residual revenue from existing clients. At this level of importance, then, lead generation deserves a thorough examination to determine the most effective means to identify, contact, develop, and close new business.

Direct mail marketing, and its descendant, fax marketing, have been have been lead generation staples for quite some time. Primarily used in the B2C space, this type of insurance marketing typically performs poorly in B2B lead generation. After all, C-Level executives have numerous assistants and gatekeepers to ensure that “junk” mail never reaches their respective desks. A mass mailing to these decision makers is almost guaranteed to fail. That said, highly targeted direct mail marketing can have a place in a more comprehensive agency lead generation program. The best approach to direct mail insurance marketing is to carefully target a small, handpicked group of executives and send them something of high quality and importance – a book or package, for example, sent via FedEx rather than parcel post. This should be sent, and followed up on, using the “level matching” technique – if you’re trying to target the CFO, have a senior level agency executive make the follow up call.

Prospect lists are a key component of many lead generation and marketing campaigns. There are numerous sources from which a one-time list can be purchased. There are also subscription services which charge a monthly or yearly fee for access to their databases. The key here is to do your research thoroughly. You need to know exactly what data fields the list provider offers, how often the data is validated, how frequently it is refreshed, what criteria you can use when searching, and what percentage of the data can be expected to be accurate (we find that 80% accuracy is a good mark to shoot for – below that is unacceptable, above is excellent). List provider services vary widely in all of these areas, so do your homework before making a purchase – poor quality data is actually worse than useless, it will result in wasted time and therefore money.

Once you’ve sourced a quality prospecting list, the next step is putting it to use. Telesales is one traditional area that many agencies can still utilize, assuming they know how to execute an effective campaign. There are basically two approaches to telesales, the shotgun and the sniper, and both can yield quality results. A good example of the shotgun approach would be a general agency that provides P&C and benefits to basically any business. A prospecting list is procured containing all industries that meet a certain size and location criteria, and the calls begin. This approach is a numbers game: a certain number of calls yield a certain number of follow up opportunities, which yield a certain number of meetings, which yield a certain number of closes. Using the shotgun approach, success percentage is typically low, but overall numbers can end up being high since this approach is basically a “numbers game”. The sniper approach is the opposite: The prospect list is small and carefully selected for very specific properties. Calls are made by very senior people directly to decision makers, with a pitch individually tailored to the person who will receive the call. This approach will typically yield a higher percentage success rate, but lower total numbers. Either approach can be successful; the key thing to remember is that whichever approach you choose, you must commit to it fully and focus on the long term ROI. It’s not unusual for a telesales campaign to take many months to start paying dividends, but this can mean multiple years of insurance commissions from the sale.

Another well established area where a quality prospecting list can be used effectively is eMarketing. As with telesales, data quality is critical. Erroneous emails not only waste time and effort, but can lead to complaints and CAN-SPAM Act violations, a serious issue for any insurance agency or broker. In fact, the very existence of the CAN-SPAM Act combined with a general lack of internal expertise leads many agencies to outsource this particular lead generation activity. Whether you choose to outsource your eMarketing or do it in-house, there are two basic approaches to email marketing, similar to the shotgun and sniper approach to telesales. You can choose a very large, general list, and send thousands of emails or you can carefully hand select a small list, and design a very specific email tailored to that particular audience. Either approach can yield positive results; the key lies in crafting a compelling subject line, an effective message, and a clear call to action. The target audience must also perceive value from your email; examples might be an invitation to an educational webinar, an email-only coupon, or notification of a special event. Emailing must also be done at the proper intervals – you don’t want to alienate your audience by bombarding them with nonstop emails, nor do you want them to go a year without hearing from you. Good timing is crucial to successful eMarketing.

All of these approaches to lead generation can yield compelling results if utilized properly; however if used incorrectly, they can lead to market alienation, complaints, and even No-Call or CAN-SPAM violations. Before embarking on any insurance agency direct mail marketing, telesales, or eMarketing campaign, ask yourself these four important questions:

  1. Does my business have the resources and expertise in-house to effectively run this lead generation campaign?
  2. If the in-house resources exist, do they have adequate time to commit to running my lead generation campaign?
  3. If the in-house resources are inadequate, is my business willing to partner with a quality outsource lead generation and marketing organization?
  4. Can my business fully commit both the time and financial resources necessary for a long-term, effective lead generation and marketing campaign?

Insurance lead generation should be an ongoing and evolving component of any effective marketing and growth strategy. Direct mail marketing, telesales, and eMarketing can and should be considered as facets of a comprehensive, integrated approach to long term growth.

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Health Club Direct Mail Marketing, Customize Your Marketing Campaign For Success!

Health club direct mail marketing is said to be one of the most effective tools available to ensure your health club’s success. Two ways that health clubs have been direct mail marketing are through e-mails and postcards. Often times this mail is going out to people who have either signed up to receive mail from the health club, or the list of names has been purchased.

Lets talk about how you can help your health club direct mail marketing campaign succeed through these two means.

Postcards. Your first step to having a successful marketing campaign through postcards is to find a company that will produce post cards for you at a low cost. Not only do you want the cost to be reasonable but you also want to look for a company that can offer you a wide variety of options for your post cards. Such as, front and back printing, vibrant colors, and perforated coupons. It would also be a plus if they were willing to work with you to make a post card that met your businesses specific needs.

E-Mail Ads. When health club direct mail marketing through e-mails it is beneficial for you to do your research. Find out what a mail system considers spam. Don’t include too many links. Get caught up on what attracts the eye more, short copy e-mail or long copy e-mails. All of these will affect the success of your e-mail marketing campaign.

After you have done your research and are ready to start direct mail marketing there is one more crucial piece of the puzzle that you need to be a success at your health club direct mail marketing campaign. A list. Like I mentioned previously, you can acquire lists different ways. But, if you are sending to people who have signed up for deals at your club are you getting new clients? Probably not. If you are sending mail from a list that you bought, how confident are you that those people are interested in what your club offers?

You can know who wants the information that you have. Whether you are direct mail marketing on or offline, learning about Search Engine Optimization, how to use key words, and how to ask people the right questions so you can know what they are looking for will help you draw more customers to your business.

Stop playing the guessing game in your health club direct mail marketing campaign! Learn who the customer is, what they want, and then give it to them and you will succeed. Next, to learn more about why it is important for you to understand SEO and Keywords for your health club direct mail marketing click on the links below.

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