Better Marketing Results

Opportunities and You

Patrick Zuluaga - Monday, May 28, 2018

Many of you will have read or heard of this quote before by Chris Grosser "Opportunities don't happen. You create them".

In your own business have you developed a process to develop opportunities and drive prospects to your sales funnel?

How are you using marketing to develop your business opportunities? Are you using Direct Response Marketing effectively?

Read our previous blog post at https://www.pmzmarketing.com.au/better-marketing-results/direct-response-marketing for information (Direct Response Marketing).

 If you need assistance with your marketing efforts, Contact Us - PMZ Marketing is Better Marketing Results

Update: Amazon Marketplace Australia - a New Sales Channel

Patrick Zuluaga - Tuesday, November 14, 2017
Update: Amazon Marketplace Australia is now live - visit https://www.amazon.com.au/

I attended the Amazon Marketplace Seller Summit Held at Doltone House Jones Bay Wharf Pyrmont. The session was focused on recruiting Small and Medium Enterprises (SMEs) to join the new Amazon marketplace. The Amazon representatives were very clear that they wanted retail businesses (retail and/or online) to consider their marketplace as a new sales channel to "Grow your Business in Australia and Beyond".

During the summit Amazon announced their plan to launch (nope no actual date was announced) simultaneously both the retail side of their business and the marketplace. Small and Medium Enterprises (SMEs) were encouraged to list and sell their products on their coming Australian Amazon Marketplace.

The initial pricing was announced to be $49.95/month (ex-GST) for the seller and an additional referral/commission fee per product sell of between 6% to 15% depending on the product categories. They did mention that an initial discount to these fees would be available for the sellers participating in the launch.

My take on it was for any Australian retail business to consider using the new Amazon Marketplace as an additional sales channel for their products. Any business considering Amazon Marketplace as a sales channel must include a number of variables and decision criteria that must be reviewed and analyzed to work out if it is appropriate to list their products or a selection of their products on the Amazon Marketplace.  Amazon representatives advised that to be successful a sufficient number of competitive products must be listed.  Testing the marketplace with one product was not recommend by Amazon.

Some of the key decision criteria that Small and Medium Enterprises (SMEs) must consider are as follows:
  • Consumer market segments (size of your target market demand versus possible competition from within the marketplace listings)
  • Price points and profit margins (less Amazon sales referral commission fees)
  • Uniqueness of your product
  • Ability to get your product/s into the crucial search/discoverability (buyers searching Amazon for your product)
  • Competitive shipping rates

The other point that Amazon took time to explain was their FBA (Fulfillment By Amazon). This can potentially be a significant advantage for the seller. Follow the links below for further information:

As a business have you considered or considering listing your products on Amazon Marketplace? Have you listed products on other Amazon Marketplace locations? If so, would you recommend it to others?

PS>> Read a LinkedIn post titled "Key takeouts & insights from the very first Amazon Seller Summit in Australia" by Roger Dunn from MediaCom

Direct Response Marketing

Patrick Zuluaga - Wednesday, March 15, 2017

A recent presentation on Direct Response Marketing is available at our Marketing Seminar Presentations page.

It is my view and experience that the best marketing technique to drive new business development is direct response marketing!

What is direct response marketing? It is a marketing technique designed to generate immediate business results from a promotional offer.You can read my article about using AIDA (Attract, Interest, Desire, Action) to help you prepare your promotional offer from our many articles at our Marketing Resource Library.

Your promotional marketing message or direct response offer will have the following attributes:

  • Creative - to ensure that your marketing information will stand out from the crowd and draw the recipient to read or view your promotional offer immediately
  • Target Market - is a highly focused and targeted selection of prospective customers for your marketing message offer
  • Content - utilise an emotive personalised and relevant marketing message that will resonant with the recipient, it must have a compelling and powerful offer with a 'call to action' framed with scarcity or a limited time frame to drive the response

Over the years, my clients and I have successfully used direct response marketing techniques using the following communication channels:

  • Postal Mail
  • Email Marketing
  • Social Media
  • Leveraged Personal Selling
  • Cross/Multi-Media

I am interested in hearing from you on your own direct response marketing results, what has your experience been in using direct response marketing techniques?

Please share with us and join the discussion.

Email Marketing - PMZ Marketing

Patrick Zuluaga - Wednesday, February 26, 2014
As an owner of an online business, one of your key strategies should be keeping your clients informed: whether you're launching a new product they might like, an interesting sales campaign or simply telling them what you've been up to. This is where email marketing steps in and helps you deliver that message easy, efficient and fast. 

What is email marketing?

Electronic or email marketing is sending a commercial message to a group of people (usually your client database) using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. Email marketing covers promotional advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, brand awareness and increase sales, push products and services.

Email marketing is usually sent to your segmented lists from your current customer databases. Broadly, the term is usually used to refer to:

  • Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business.
  • Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately.
  • Adding advertisements to email messages sent by other companies to their customers.

How does email marketing work?

  • It's a quick method to communicate your message to qualified leads: your audience, clients, users database etc.
  • Allows you to measure the success of your campaigns through custom reports that reflect open rates, click through and bounce rates.
  • Is targeted because you can advertise the correct product, to the correct audience, at the right time for them. In return email marketing builds satisfaction and trust because your clients will receive exactly what they signed up for/what they need/when they need it.
  • Through a correctly targeted email campaign you can increase your return on investment and build a solid database of recurrent clients/visitors.

Email marketing and PMZ Marketing

There are some great built-in tools that will help you maximize the success of your email marketing campaigns:

Email Marketing - PMZ MarketingYou can send three types of email campaigns, in an automated manner:

  • An individual email campaign - one campaign sent to a custom list
  • An email campaign series - dynamic email campaigns based on an event or visitor interaction with your site. For example, you can choose to trigger the campaign 3 days after the visitor signed up for a newsletter.
  • Recurring email campaigns - you can send the same email campaign on a daily, weekly, or monthly basis. And you can also put a campaign on hold when needed, easily.

 

Send email campaign to multiple lists – this will give customers using PMZ Marketing’s email marketing feature more flexibility when managing mailing lists.

Customers can choose to send the campaign to all customers, one or more existing mailing lists, or to a new list. In the same time, you can exclude lists or custom reports from final recipients. And the great thing is that the system will automatically search for contacts present in multiple lists, remove any duplicates and make sure that each subscriber receives the email once.

Email Marketing - PMZ Marketing

Email marketing templates - you can either build your custom templates from scratch or get a head start with our set of cross-client compatible email templates for you and your clients to use. These templates cover a wide range of themes and can be accessed from within your administrative console.

Use email filtering for email campaigns - you will want to filter your lists according to categories to get the best possible results: demographics, geography, activity on the website, product purchases, subscriber validity in the mailing list etc. Using filtering the possibilities are endless, as you can always get more and more granular with your filtering criteria. 

Email Marketing - PMZ MarketingMonitor email campaign performance - Gives you a birds-eye view of your email campaign, including the below reports:

  • Email clients customers used to view the campaign. Example: Microsoft Outlook, Mac Mail, mobile phone, and so on. Keep an eye on this metric, and make sure you optimize your campaign content to look great in the most popular clients.
  • Number of customers that opened the email
  • Actions customer took. Example: A customer submitted a form on your site after viewing an email campaign.

Embed dynamic modules inside email campaigns - embed dynamic modules such as blog posts, news items or event bookings from your online web business presence, right inside email newsletters. These modules are then dynamically rendered when the campaign is sent, so the recipient sees the latest content.

Infographic on Instagram Marketing Planning

Patrick Zuluaga - Sunday, November 24, 2013

We know that teenagers are moving away from Facebook and any business that is targeting this demographic needs to take immediate notice.  Instagram is one of the strong winners in this trend and businesses need to consider how to promote by sharing picture images on this social network.

Here is an infographic from Bluewire Media on how to use Instagram with only 5 minutes a day.

What do you think? Can you spare 5 minutes a day from everything your busy day?

Instagram 5 Minute Marketing Plan InfographicInstagram 5 Minute Marketing Plan Infographic by Bluewire Media

A Retailer's Guide to social, local, and mobile (SoLoMo) communication channels

Patrick Zuluaga - Tuesday, November 12, 2013

I thought I should share this with you all. It is an American based infographic from Monetate (www.monetate.com), however the information is relevant to businesses here that have both a physical 'brick & mortar' retail shop and a online web store.  I find that most retail businesses that have this scenario have yet to take advantage of the all powerful mobile device and how it is now driving their purchase options and actions.  Why do you think this is the case?

The Retailer’s Guide to SoLoMoMonetate Marketing Infographics

How can You Achieve Effective Online Marketing?

Patrick Zuluaga - Friday, November 09, 2012

In my marketing newsletter for November 2012 I answered the question "How can You Achieve Effective Online Marketing?"

While many in the business world perceive that online marketing is difficult and complex to achieve the desired results, I view the situation as really a lack of understanding marketing principles.

Let us list these challenges for achieving better marketing results for your business whether using online marketing and/or traditional print based-marketing.

We have three key business marketing challenges, these are:

  1. Focused targeting of your potential customers
  2. Compelling relevancy of your offer
  3. Call to action for your interested customers

What is your prospective of these three key points in online marketing versus marketing as a whole?

Clearly the same principles apply and once you understand and master the concepts it will work for your online marketing too!

Let us hear your views.

Marketing Challenges of Small & Medium Enterprises (SMEs)

Patrick Zuluaga - Wednesday, August 29, 2012

The three of the most common and difficult small business and medium enterprises marketing challenges are:

  • Finding new clients and customers
  • Using engaging marketing messages that generate results
  • Implementing business oriented marketing systems

I have published an article on the Marketing Challenges of Small Business & Medium Enterprises (SME) that provides useful information and tips on how these challenges can be handled.

Many of you that have been in business a number of years will have encountered these challenges and have survived the experience to grow their businesses.  For those of you that have kindly share with us your successes in managing these small business and medium enterprises marketing challenges.

What is Preventing Growth for Small Businesses?

Patrick Zuluaga - Wednesday, December 14, 2011
Did you know that more often it is the things that you may not be doing that will have a much greater impact on your business growth than those that you do? These are areas that I have found as a business consultant as the most prevalent in holding back the growth of small companies:
  • Understanding your Customer Market
  • Adequate Planning
  • Managing Cash Flow
  • Operating a Marketing and Sales Development Process
  • Targeted Marketing Campaigns and Programs

What do you think? In your own business situation have you faced these issues or other more significant challenges? Share with us your views and expereinces.

[Read the complete article]

Use QR Codes to Obtain Instant Responses for your Direct Mail!

Patrick Zuluaga - Tuesday, May 31, 2011
QR codes can be used to increase the response rate of your marketing campaigns exponentially.

They are quick and very easy quick to use.  Use your smart phone to simply point and scan.  

What are some of the benefits for using QR codes with your marketing?
  • Extremely quick responses and conversions for traditional offline marketing
  • You are able to track responses easily
  • Leverage on social networks to reach out to new customers
  • Use premium advertising and marketing space effectively
  • QR codes are so easy to share
What is your own experience with QR Codes?  Have you been a recipient of a direct response piece using QR Codes for the 'Call to Action? Did you use it? What was your impression?

Or perhaps, you have used QR Codes with your own marketing campaign? How did it go? Were the results to your satisfaction?

Contact Details

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