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Your EnterQuest Bulletin - Issue 276
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| Thought for the week: "Quality is remembered long after the price is forgotten." Gucci family slogan |
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In this week's issue:
Using novelty to attract a client
Mailshots are one way to generate business, but sometimes a novel approach is called for.
We all want to achieve our business objectives at minimum cost, and often it is quite possible to win new business or establish new contacts with nothing more than a letter. But, though this approach may save money, it can sometimes be ineffective. And some prospects are simply too important for a general mailer, no matter how well conceived.
If you don't want to upgrade a complete mailshot, try an individual promotion. Here's how you can inject some real oomph into a one-off hit.
First, pick your target. Some prospects are likely to be more useful to you than others. You can list your own criteria such as:
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Being local (making them productive to deal with).
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Being likely to provide regular business (perhaps because of their size).
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Being in a particular industry (one you might want to break into).
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Playing to your strengths.
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Being prestigious, or even just likely to be fun to add to your client list.
All these targets deserve special, one-off attention. The same goes for existing clients who could be doing more business with you, and past clients who could be doing business with you again. Once you've decided who merits the special treatment, you need to decide what the special treatment will be for each.
So what kind of special treatment? All you need are ideas. Ideally you want something that ties in with what you have to offer or the recipient's line of business. It could be a travel kit (eye mask, ear plugs) sent from someone in the travel trade. Or a guidebook sent to someone you know is visiting a country for the first time. Both should be appreciated.
It's important to have clear objectives for your campaign. The one-off approach must be tailored to a specific aim. For example:
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Make a subsequent meeting more likely.
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Make someone more receptive to a phone call.
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Increase the time your target spends considering your offer.
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Increase the likelihood of you being remembered.
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Change, boost or improve your image.
Make whatever you send part of a professional-looking package. Any letters and enclosures need to be well presented.
The logic behind the enclosure must be clear - avoid a gimmick for the sake of it. A DVD of a good movie might be regarded as irrelevant, but one of Groundhog Day (in which the hero wakes up to the same day, every day, until he gets it right and gets out of his predicament) with a message that says 'Here's another chance to use us', might have the impact you want.
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This tip is an extract of an article from EnterQuest's sister publication, BETTER business magazine. Subscribers to the magazine can read even more articles to help them run a better business. |
To receive a free copy of BETTER business magazine simply send us your name and address to enterquest@cobwebinfo.com, putting 'EQ magazine offer' in the subject box.
Each week we provide you with summaries of some popular or emerging business ideas in the UK and elsewhere around the world.
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Innovative bike storage. Cyclepods are innovative bike storage systems which can vertically store and securely hold up to eight bikes. Because the bikes are stored vertically, the Cyclepods save space.
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Online Spa and beauty salon discount finder. Lifebooker is a New York based service which helps users locate the best deals in spas and beauty salons in the Big Apple. There's also a handy booking service.
Regularly improving your vocabulary is not just about learning a new word and its meaning. It will improve your general knowledge and make you feel and act smarter in all sorts of personal and business situations.
Do you know the meaning of the word 'renege'?
a) someone who defects from one side to another
b) failing to keep a promise
c) to sacrifice, give up something
d) refuse to recognise or acknowledge something or someone
Answer at the end of the Bulletin.
The following topical business issues have been recently reported in the media. Did your radar pick them up?
1) Research by mobile phone firm O2 has revealed that more than one in ten businesses have not renewed a lease on premises and are working from home. Some 62% cited which of the following answers as their main reason for not renewing?
a) the credit crunch
b) fear of recession
c) the need to reduce costs
d) they spend half their time away from the office anyway
2) The Government has issued new guidance for traders to help them comply with the Consumer Protection from Unfair Trading Regulations 2008. To avoid breaching the Regulations, what must traders do when holding sales and promotions?
a) declare if they are using limited stock
b) inform the Office of Fair Trading
c) ensure any promotional posters include VAT prices
d) display their returns policy
3) UK retail sales are down again, according to the British Retail Consortium. What was the only sector to show significant growth in July?
a) clothing and footwear
b) furniture and homewares
c) food and drink
d) DIY, gardening and hardware
Answers at the end of the Bulletin.
Manage projects and collaborate using Huddle
Huddle is one of the more popular social networking applications for business. It is web-based and allows users to manage projects and coordinate teams. The basic package is free of charge; more sophisticated versions cost from £10 to £50 per month.
British Library on Facebook and YouTube
Did you know the British Library's Business and Intellectual Property (IP) Centre is now on Facebook? You can join over 1,800 members and get networking with likeminded people. The British Library has also posted its Inspiring Entrepreneurs seminars on video website YouTube. Watch the likes of Innocent Drinks' Richard Reed and Big Issue founder John Bird deliver their speeches.
Useful links and information for marketers
The Marketers' Portal from ZenithOptimedia is full of useful web links, information and guidance for marketers. It points users in the direction of new and existing marketing resources and is also useful for small business owners looking for more information on marketing.
Free fraud advice guide from Equifax
Credit information firm Equifax has produced a free fraud advice guide to help businesses remain alert to the possibilities of fraud. The guide includes a 12-point checklist to help small firms reduce the risk of fraud and ID theft.
Win an e-commerce web programme worth £400
EnterQuest has teamed up with Actinic, developers of e-commerce software for small businesses, to give a lucky reader the chance to win a copy of one of the top e-commerce web programmes.
Actinic Catalog is ideal for small businesses looking to sell their products over the Internet. It provides a range of e-commerce features and design flexibility needed to build and manage an individual and highly functional e-commerce operation.
The programme enables you to handle customer account management, taxation and shipping options, stock monitoring, content management, mailing list production and digital delivery for products. It also integrates with a wide range of online payment services.
Actinic is offering one lucky reader the change to win a copy of Actinic Catalog, worth £400. To be in with a chance of winning, simply answer the following question:
Q. The Government has issued new guidance to help traders comply with which consumer regulations?
E-mail your answer, together with your name, address and daytime telephone number, using "Actinic Competition" as the e-mail subject line, to enterquest@cobwebinfo.com.
All entries must be received by 31 August. EnterQuest and Actinic will use the information you provide for their own marketing purposes only and your details will never be shared with any third parties (except to arrange delivery of the prize). Competition rules are available on request.
Just one word answer
The answer is b).
Renege means failing to keep a promise.
Entrepreneurs risk earning a bad reputation if they renege on their agreements. |
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Good luck
The EnterQuest Team
This information is meant as a starting point only. Whilst all reasonable efforts have been made, the publisher makes no warranties that the information is accurate and up-to-date and will not be responsible for any errors or omissions in the information nor any consequences of any errors or omissions. Professional advice should be sought where appropriate. |
