The Cutting Edge of Online Marketing

• Zig Ziglar
• Greg McClanahan
• Mike Moore
• The Inspiration Blog

Our author Mike Moore (the other Mike Moore! talks about checking your intentions, to make sure they are good. The right intentions can set the tone for all that follows.

For some years, in approaching a project in marketing, sales, management or some combo thereof, I've used an approach that has served the companies well that this was put to work for: namely, SIB-KIS.

See it Big
Keep it Simple

The first is as important as the second.  Charlie "Tremendous" Jones and others taught me the value of an inspirational goal and vision.  For example, if you are selling/leasing 3 homes a month it is nice to move to 4 or 5.  That may seem like a big move ahead to some, and for many, it would be more than enough.  But if you want to get heavy hitter sales types juices flowing, then the goal is to do 3 a week, not 3, 4 or 5 a month.  See it Big.  Plan accordingly and work the plan.

Keep it Simple – this one everyone knows, and at times, we all violate this rule.  We have a great product, we have great services and lifestyles to offer to the right people.  We need the right systems in place – ones that people can relate to easily.  We need systems that are customer (user) friendly.  We have to have a message and means that people (customers and team members) connect with, a natural 'gravitational' attraction.

Chances are, you already have many if not most of the elements in place that you need.  If your associates and you have good communications and trust, this can often be handled internally.  The truth is, we usually see each other's blind spots (marketing, sales, management, etc.).  It is we who do not see our own!  So if you can handle this among trusted associates, that can work well.

However, at times, the reality is that people just don't know what they don't know.  You go to an MD, attorney, electrician or other specialist because you don't know something, and you need the job done right. Even if you can do a job yourself, sometimes it is more cost-effective to hire it done.

These are times when outsourcing can make sense!  Why hire a full time person, when you can periodically outsource a function?  It can save you time and money, and done right in the marketing/sales/management arena, it can make you money too.

We will look at some marketing and sales systems in an upcoming column. # #

post by
L. A. "Tony" Kovach
http://www.linkedin.com/in/latonykovach

Oftentimes the things that get cut during a downturn are advertising, training and other items like ‘research and development.’  But is that truly a wise strategy?

Chevrolet, Proctor and Gamble (P&G) and the cigarette company wars during the depression era demonstrated time and again the power of advertising in a down market.  Those firms and others who shewdly invested more in ads, repeatedly advanced past their rivals.

Ford’s Model T revolutionized the automobile market.  But copious and shrewd advertising by Chevy
helped them pass Ford in sales during the depression era.

“A man who stops advertising to save money,

is like a man who stops the clock to save time.” – Henry Ford

In today’s challenged economy, McDonald’s is one of the biggest advertisers, and they are also the runaway leader (and are profiting) in their niche of the food service (restaurant/fast food) industry.  

During the recent sizable boost in business for Black Friday, didn’t you see a strong pre-sales launch, online, in print and other broadcast mediums? Do you see a direct correlation between ads/marketing and those Black Friday rise in sales?

Turning to our own manufactured housing industry, Is it a coincidence that Clayton Homes is #1, and that they too invest more in ads and marketing (online, print, signage and broadcast) than their rivals?  To be sure, there are other factors that make Clayton Homes the Industry’s leader, but the point is that time and again smart advertising and marketing pays off with a good return on investment.

One key is the word ‘smart.’  This is not about just tossing dollars at ads, and hoping for growth.  You have to have a sound, complete plan and then execute it.  You have to line up the people/talent and resources needed to advance your firm.  See the check list for planning in today’s Masthead blog post. # #

post written by

L. A. ‘Tony’ Kovach
http://www.linkedin.com/in/latonykovach
tony@mhmsm.com or phone 815-270-0500

Many people have heard the term ‘Black Friday’ for all the sales that take place on the day after Thanksgiving.

But did you know what it means?

CBS says that Black Friday is the day that many companies ‘go into the black’ – or make a profit – for the year.  20-40% of all retailers make their profits during the Christmas and holiday shopping season.  Some specialty firms make 60% or more of their profits during this final quarter of the year.

Too many in the manufactured housing industry tend to write off the last few weeks of the year as ‘too hard’ to sell homes.  Why?  Tax Returns (and those refund checks) are right around the corner!

Here is a secret, if you don’t expect and plan to sell homes during this holiday season, you will probably be right.

And if you do game plan and execute a marketing strategy during the holiday season, you will find that you can sell more homes than you have been.  We’ve worked with firms that have closed double digit home sales in December from a single location.

When is your Black Friday?

What do you do in your marketing approach to help go ‘into the black’ for your year?

Think about it as you enjoy your holiday!  Call or email if you need a solution or plan that can work for you. # #

post by
L. A. ‘Tony’ Kovach
http://www.linkedin.com/in/latonykovach