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Marketing & Sales 101 – Be Where Your Target Audience Is

May 23rd, 2017 No comments

It’s amazing what you don’t know about something you’ve been aware of or involved with much of your life.”

That quote is my paraphrase of what a baseball legend said about his profession. That quote applies to everyone, in every profession – but it is truer for manufactured housing than most realize. Here’s another pensée to ponder.

"It's amazing what you don't know about something you've been aware of or involved with much of your life." That quote is my paraphrase of what a baseball legend said about his profession. That quote applies to everyone, in every profession – but it is truer for manufactured housing than most realize. Here’s another pensée to ponder. “Learn the basics, do the basics, and teach others the basics. Doing the basics honestly, well, and consistently will put you ahead of most of your competitors.” Among the communication basics we believe in is that stating the obvious can bring amazing clarity and insights to an issue. Here’s the obvious clarity. What matters to a business is reaching their target market. There are lots of ways to do that, please let me share an example we know well. Example In marketing, a big chunk of success is a result of repetition – how many touches – which means you want to be where your target audience is. We looked at our industry with fresh eyes - approaching 8 years ago – before we launched what we now call MHProNews. We continue to step back from time-to-time and take a fresh look, and we adjust or recreate ourselves in the light of those discoveries. Be Honest With Yourself, Then Be Compelling with Your Market We all have strengths, weaknesses, opportunities and threats (SWOT). Almost 8 years ago, we saw that there was no consistent or easy way to get and stay in front of the manufactured housing professional audience. There were only 2 ‘full’ trade shows, and one partial one, and then smaller events. These – while useful – are not routine enough or profitable enough on their own for a year-round B2B marketing campaigns. That problem was an opportunity in disguise. It motivated us to create MHProNews.com. Seeing the big gap, we began to fill it by launching MHProNews.com. By creating “Daily Business News” – stories that no one else in the industry was doing – plus numerous other features – and later MHLivingNews - we’d feed the needs of thousands of professionals. That also is an obvious way of giving businesses trying to reach other MH Professionals a way to engage them every time they logged on. We rapidly became and remain number 1 as a result of doing the basics. In April 2017, in the tiny manufactured housing industry, we averaged over 7400 visits a day. Think about it! Thousands of professionals, logging on daily! That’s more than many other platforms touch in one or more months. Are Emails Enough? “But Tony, our business has a great email list.” If so, Terrific! •But what are you doing to reach those not on your list? • What are you doing to get those who may receive your email – but rarely if ever open it – to discover who it is sending them that message? "It's amazing what you don't know about something you've been aware of or involved with much of your life." People you know, and who you think know you, may not realize something you want them to. So, your operation has to “step in front of them.” Often! Daily, if possible! That means, you have to be where they are already looking, because they want to look there. B2B, that best place is MHProNews – thousands of readers just like you, from the industry’s billionaires and billion-dollar operations, to the mid-sized companies or the mom-and-pop businesses. This same principle applies to those businesses selling products and services to consumers (B2C). So back to the top. Marketing and Sales 101. Get and stay in front of your target audience. Do so in ways that your target audience will a) want to find you and b) will keep coming back, because they want to come back. Why are we more successful than others that have come and – mostly – gone? Because we KNOW the retailing, production, communities, lending and other services that go along with manufactured housing. We know the professional audience and the public too. We have the tee shirts, because we’ve sold the homes, knocked on the doors, walked the lines, been under the homes, know the firnancial services and what makes them tick, etc. etc. Everything else are details and commentary. Check back next week for more Marketing and Sales basics. And if you need specialized products or services - call or email us, first or last - but call us. Odds are we can do more for your budget than anyone else. Because we know, live and love the manufactured home business! We know and have your target audiences! ## L. A. 'Tony' Kovach MHLivingNews.com | MHProNews.com | Office 863-213-4090 | Connect on LinkedIn: http://www.linkedin.com/in/latonykovach +++ Whether you think you can or whether you think you can't, you're right. - Henry Ford

Image credit, MHProNews.com All Rights Reserved.

Learn the basics, do the basics, and teach others the basics. Doing the basics honestly, well, and consistently will put you ahead of most of your competitors.”

Among the communication basics we believe in is that stating the obvious can bring amazing clarity and insights to an issue.

Here’s the obvious clarity. What matters to a business is reaching their target market.  There are lots of ways to do that, please let me share an example we know well.

StatingObviousBringsClarityMastheadManufacturedHousingIndustryCommentaryMHProNews

Image credit, MHProNews.com All Rights Reserved.

Example

In marketing, a big chunk of success is a result of repetition – how many touches – which means you want to be where your target audience is.

We looked at our industry with fresh eyes – approaching 8 years ago – before we launched what we now call MHProNews. We continue to step back from time-to-time and take a fresh look, and we adjust or recreate ourselves in the light of those discoveries.

Be Honest With Yourself, Then Be Compelling with Your Market

We all have strengths, weaknesses, opportunities and threats (SWOT).

Almost 8 years ago, we saw that there was no consistent or easy way to get and stay in front of the manufactured housing professional audience.  There were only 2 ‘full’ trade shows, and one partial one, and then smaller events.  These – while useful – are not routine enough or profitable enough on their own for a year-round B2B marketing campaigns.

That problem was an opportunity in disguise. It motivated us to create MHProNews.com.

Seeing the big gap, we began to fill it by launching MHProNews.com. By creating “Daily Business News” – stories that no one else in the industry was doing – plus numerous other features – and later MHLivingNews – we’d feed the needs of thousands of professionals.

That also is an obvious way of giving businesses trying to reach other MH Professionals a way to engage them every time they logged on.

We rapidly became and remain number 1 as a result of doing the basics.

In April 2017, in the tiny manufactured housing industry, we averaged over 7,400 visits a day. Nothing else like us even comes close.  Think about it!  Thousands of professionals, logging on daily! That’s more than many other like platforms – as good as they may be – touch in one or more months.

Are Emails Enough?

“But Tony, our business has a great email list.” If so, Terrific!

  • But what are you doing to reach those not on your list?
  • What are you doing to get those who may receive your email – but rarely if ever open it – to discover who it is sending them that message?

It’s amazing what you don’t know about something you’ve been aware of or involved with much of your life.”

People you know, and who you think know you, may not realize something you want them to.

GreatnessBeginsWithBasicsBlockTackleRunExecuteABCsManufacturedHousingMarketingSalesManagementMHProNewsLATonyKovach.1174

 

So, your operation has to “step in front of them.” Often!  Daily, if possible!

That means, you have to be where they are already looking, because they want to look there.  B2B, that best place is MHProNews – thousands of readers just like you, from the industry’s billionaires and billion-dollar operations, to the mid-sized companies or the mom-and-pop businesses.

This same principle applies to those businesses selling products and services to consumers (B2C).

So back to the top.  Marketing and Sales 101.  Get and stay in front of your target audience.  Do so in ways that your target audience will

  1. a) want to find you and
  2. b) will keep coming back, because they want to come back.

Why are we more successful than others that have come and – mostly – gone?  Because we KNOW the retailing, production, communities, lending and other services that go along with manufactured housing.  We know the professional audience and the public too.

We have the tee shirts, because we’ve sold the homes, knocked on the doors, walked the lines, been under the homes, know the firnancial services and what makes them tick, etc. etc.

Everything else are details and commentary.

 

shutterstock-ipadcredit-daily-business-news-mhpronews-com-774

Thousands a day are doing this! 15 Minutes a Day on MHProNews, and 15 minutes daily on MHLivingNews.com – free tools for the Public and Professionals that provides resources for industry image, education and thus growth.

Check back next week for more Marketing and Sales basics.

And if you need specialized products or services – call or email us, first or last – but call us.  Odds are we can do more for your budget than anyone else.  Because we know, live and love the manufactured home business! We know and have your target audiences! ##

LATonyKovachPresentingIndustryMembers-MHProNews

Think beyond Feature Advantage and Benefit – FAB – which only positively impacts maybe 1 in 4 of all MH shoppers! FAB should only be used when needed. Learn what 21st century customers today really want. Tony is the most widely known & respected MH marketing services, consultant and MH sales trainer in the U.S. He and his team publish MHLivingNews.com and MHProNews.com.

 

L. A. ‘Tony’ Kovach MHLivingNews.comMHProNews.com| Office 863-213-4090 | Connect on LinkedIn: http://www.linkedin.com/in/latonykovach

+++

Whether you think you can or whether you think you can’t, you’re right. – Henry Ford

 

B2B and B2C Manufactured Housing Marketing, Sales, and Management

May 12th, 2017 No comments

You’re here for good reasons. To learn, grow, earn and return.

In Merchants and Crusaders, we described why it makes sense to do business with us.

800 words could be summed up for marketers this way. We’re #1.

Merchants&CrusadersMastheadBlogMHProNews600

We have the best and biggest B2B audience of its kind in the industry. B2C, we provide home seekers the answers they are looking for that cause more cash and credit qualified customers to say “yes” to buying a manufactured home.

Our concept is simply better story telling.  We do that in user friendly ways.

Professionals and the public want to be more informed before they act today. We make that possible.

The new MHProNews.com website provides increased engagement for marketers.  Our videos, for example, feature a range of styles that get results for our clients.

MHLivingNews.com also continues to evolve, but as the video interview with one of our B2C clients on this page reflects, what we do, works.  Listen to Tom tell his story, and odds are you’ll have several ‘aha!’ and ‘eureka!’ moments.

Tom Fath Discusses How Engaging the Media Boosted Manufactured Home Sales, Homeowner Satisfaction from ManufacturedHome-ModularHomeNews on Vimeo.

In This I Believe,” you get the vision of the motivations and morals that inspire and move MHProNews.com and MHLivingNews.com.

MHLivingNews-ImprovedLivingForLessLogoMobileManufacturedModularHomeLivingNews

We believe in ethical, sustainable ways that can grow a business or location like yours to ever greater potential in a timely, cost effective way. That in turn grows our industry to its potential, which is several times higher than it currently is.

mhpronews-logo-dropshadow-manufactured-home-pro-news-logo

Got a B2B or B2C challenge? 

Feel free to reach out by email or call.  Tell us your goals, your challenges, and budgets. Together, let’s see how we can best advance your cause to maximize your results.

Video. Websites and off-line Marketing. Sales Coaching & Training. Sales RecruitingConsulting. Enhanced PR.

Our original name was MHMarketingSalesManagement.com. We quickly dominated, which tells you we can help you dominate in your market too.

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We know the business from the ground up.  We know the target audiences.

So, the odds are good that we can serve you better than anyone else in the industry.

Check out our LinkedIn endorsements and hundreds of recommendations. ##

LATonyKovachPresentingIndustryMembers-MHProNews

By L. A. ‘Tony’ Kovach
Managing Member,
LifeStyle Factory Homes, LLC dba:
MHLivingNews.com | MHProNews.com | 863-213-4090

Content Is King! Blogging, Video B2B and B2C Tips for Manufactured Home Marketers

February 4th, 2016 No comments

If a picture is worth a thousand words, then an infographic can be worth still more. Good video takes time, effort and has a cost, but you’ll see from the third party facts below why investing in video makes good (Dollars and sense. 😉

One reason MHProNews and MHLivingNews dominate in their respective categories is because we practice what we preach. We generate daily, relevant content on MHProNews. The result? At the time I’m doing this blog, here is how many people our home page guest tracker says are on our site, “We have 3585 guests online.”

To put that in perspective, 1571 is the official total registrations (not arrivals, registrations) for the 2016 Louisville Show, per Show Ways Unlimited final tally. So we have more than double on our site at this moment, as the 2 day show had for total registrations. Needless to say, others will come to MHProNews during the course of every 24 hour day.

2016-02-04_1143_001-3585guestsonlineMHProNews-com-

Screen capture of MHProNews home page guest counter, at date and time shown. Screen capture using Jing by TechSmith.

Check out these three infographics. The sources for each are cited below their respective infographic.

Quality_Content_Inklyo_Infographic-credit-Inklyo-postedCuttingEdgeBlogMHProNews

Outsource content creation can often be more cost effective, and while a company like Inklyo could be good in many fields, MHMarketingSalesManagement specialize in factory built housing. We know the market and the target audiences.

Marketers widely agree, Content is King. Good content means better SEO, more traffic and more love from Google or others. It means more return visits from your target audience. The following is circa Aug 2015.

Video and Your B2B or B2C Marketing.

The following data/chart is circa Aug 2015.

video-marketing-infographic-credit-HighQ-postedCuttingEdgeBlog-MHProNews-com

Compare what we do at MHMarketingSalesManagement to what any other similar firm does for the MH Industry. If you dare to compare our services with HighQ or any others, you’ll rapidly see why we have over 100 unsolicited endorsements from pros like you.

As you read the below, keep in mind that a blog post can be vidoes, images, text a combination or a variety of different kinds of content.

Why-Blogging-Matters-creditBloggerSideKick-postedCuttingEdgeBlog-MHProNews-

We have professional writers who know MH, but compre what we do to Blogger Sidekick or anyone else in MH. We give the added benefit that your marketing dollars support our industry building efforts, and routinely yields additional back links and exposure on sites you’d not otherwise be on – that’s good for your site and business image.

We do a variety of video styles, from commercials, to third-party news interviews, lower to higher tech. Two examples are below.

Note that the interviews are real people and are unscripted, that creates more interest for viewers.

What are you doing in your content marketing for 2016 to increase your engagement with your audience? Come to the pros who know the MH biz and know good content creation.

We do websites, professional content creation, including video, copy writing and more for B2B and B2C. We also do sales recruiting and sales coaching, that draws high praise from attendees.

What we don’t do, we can routinely point you to. For those ready to advance, one call or message can start it all. 863-213-4090 or latonyk@gmail.com. ##

latonykovach-louisiville2015-mhpronews-business-building-seminars- (1)

L. A. ‘Tony’ Kovach with a live audience, showing the principles of attracting and selilng more customers with Cash or Good Credit. See him present in Tunica on March 22nd, 2016 – click here for a video and more information!.

L. A. “Tony” Kovach.

Manufactured Home Financing, Video and Story Telling

January 30th, 2016 No comments

The right types of story telling will increase sales. Marketing and selling a big ticket item like a manufactured home often includes financing. In the Dodd-Frank/CFPB era, there are many things that you as a retailer or community can’t say or do, but that we as trade media can accomplish legitmately as part of an interview video.

3-Shocking-Marketing-Stats-2013-credit-jureviciousstudios-postedCuttingEdgeBlog-MHProNews-com

This 3rd party infographic underscores points that we’ve made for years on the Cutting Edge of MH Marketing and Sales blog. Namely that weekly blogging increases traffic, videos increase conversions and inforgraphics or other images also spur bottom line results. Graphic credit, 3-Shocking-Marketing-Stats-2013-credit-jureviciousstudios.

There are also FAQs – Frequently Asked Questions – that come up about manufactured homes, land-lease communities, etc. Those FAQs are best turned into a video. That:

  • saves you time (time is money),
  • can help insure more standardized – properly tailored, legally compliant –  statements,
  • can increase conversions (think more clients, more sales)
  • and can create other visuals that compliment the message.

Such standardized messaging videos can be good for marketing – business to business (B2B), or business to consumers (B2C).

We shot this video interview with Don Glisson Jr., Chairman of Triad Financial Services. As you see, we did this without scripts, teleprompters, etc.

When you look at your marketing activities for 2016, keep in mind that a recent study indicated that conversions (think – more leads, more closings) go up 76% when your prospects see a video involved.

Last thought for today. Many will watch a video, and listen to a message that they would NEVER sit through the same information on a phone call, face to face or other form of outreach.

One of the best parts of what we do with videos is that they are branded as news. Clients can use them on their website(s), emails, TV monitors in an office waiting room, etc.. Because we use it as a news item on MHProNews (B2B) or MHLivingNews (B2C), the exposure is increased, at no added cost.

Ready for a better result in 2016? Give us a call to discuss videos as part of your marketing and sales training budget. ##

LATonyKovachPresentingIndustryMembers-MHProNews

Tony is the most widely known and respected MH marketing and sales trainer in the U.S.. Tony will be presenting during the Tunica Manufactured Housing Show.  The seminars are all on March 22nd, so you have full time on the model homes and exhibits,  see details, linked here.

By L. A. ‘Tony’ Kovach.

What’s Your Plan During 2016 Louisville Manufactured Housing Show?

January 14th, 2016 No comments

What are your plans while at the 2016 Louisville MH Show? To catch the latest updates from other companies at the show, see their Corporate Press Releases, linked here.

Beyond that, a quick backgrounder below will be followed by a tip that can boost your business.  You’ll want to make sure you work what follows into your show mix.

kovach_tamas_at_tunica-manufactured-housing-show-posted=cutting-edge-mhpronews-com-

We’ll once more have the “Youngest Exhibitor!” – Tamas (pronounced like TahMash) Kovach (pronounced like CoVatch – a “watch” with a V) at the 2016 Louisville Manufactured Housing Show.

We will be at Louisville for the 6th straight year, at booth #215.

No less a person than Louisville Show Chair Ron Thomas Sr. has publicly credited and thanked us for our role in bringing the show back from cancellation in 2010, see that kudos and thank you message, linked here.

Along with others, we’re super pleased that the show has advanced so far, so fast in these challenging times. As you think about who are you going to call for professional services, remember – the biggest turn-around in the industry’s recent history was credited to our team’s work.

LouisvilleExhibitMapMHProNewsMHMarketingSalesManagement-MHLivingNews-MHC-MD-com-

Close up of Louisville Show Exhibitor map, MHMarketingSalesManagement – also known as (AKA) MHProLivingNews, MHProNews, MHC-MD.com – is at booth #215.

A Tip for Louisville 2016!

Video is red hot. A recent study suggests that marketers who use video online see a 76% increase in conversions! That said, as noted, MHProNews/MHLivingNews and our marketing and sales operation – MHMarketingSalesManagement.com – will be at booth #215.  We do contracted video, web, marketing, sales training and so much more…

SoheylaTamasTonyKovach(L-R)MHLivingNews-MHProNews-credit83degreesmedia-

See the article linked here by 83 Degrees Media (which covers subjects that are so hot, they’re cool) on L. A. ‘Tony’ Kovach and his team. Soheyla Kovach, Left. Tamas (pronounced Tah Mash) center, and L. A. “Tony” Kovach, right. Photo credit 83 DegreesMedia and Julie Branaman.

We’ll make normally costly video a no brainier for you.  Between 9:30 AM to noon on Wednesday, January 20th and 9:15 AM to 10:45 AM Thursday, January 21. Depending on lines and demand, we may also add time on Friday morning, 9 AM to 10:30 AM. Here’s the simple plan!

Manufactured Home Retailers! MH Communities! MH Brokers!

Video can cost a $1000 per produced minute and up, depending on the level of tech and special effects. We can make you and your community the featured operation in a co-branded video like the one below for our Louisville Show special of only $295.*

You can get a video like the one above at a
special price during the Louisville MH Show.
Stop by booth #215 to learn more or to order your video!

We can make these videos for you, with or without you being in the video.  So there is NO stress or pressure.  If you want to be in the video, we can capture you – and using a green screen – allow us to edit you into your office, model home, or most anything – like the White House, Statute of Liberty – that we can get a high res photo of or video clip!

The Louisville Show Special – our customized basic $295* promo package – includes up to an hour of video editing, which allows us to personalize this video for you and your location!  

So your video would have your location’s name and logo, instead of Elite Homes, as in the example above.  

There are other cool things we can do for that same fee.  

We will also have other packages of vidoes – including on-site work that we could include in our popular Inside MH Road Show – that we will be offering during the L’ville Show at a special price.  If you are planning on video for 2016, don’t shake hands with anyone until you talk to us. You’ll get more for your money, period.

Bring your company check or credit card, come to booth #215 and we can make this happen for YOU and YOUR LOCATION at Louisville 2016.

Looking to outsource or contract services?

WebsitesVideoDroneMarketingPRSalesTrainingConsultingContentRecruitingManufacturedHome

As one of the best known – and most endorsed – marketers and sales coach in all of manufactured housing, we should be your first, last or only call.  What we don’t do, we can point you to others who could likely provide a service you need.  For the fine print on the above, please see below.  We look forward to seeing you at the Louisville Show, booth #215. ##

LATonyKovachPresentingIndustryMembers-MHProNews

Tony is the most widely known and respected MH marketing and sales trainer in the U.S.. Tony will be presenting on SuperCharged Marketing and Sales during the Tunica Manufactured Housing Show, see details, linked here.

By L. A. “Tony” Kovach.

* $295 Video Special Package Includes –

  • Posting on Vimeo (no commercials from third parties)
  • Plus YouTube, with back links that are good for your website’s SEO.
  • For the $295 price, you agree to back link MHLivingNews.com and add an RSS feed to MHLivingNews.com – which gives you consumer-relevant content that can boost your return traffic. Without the RSS feed and link, the price is $395.  You commit to having the feed and backlink up within 30 days of the end of the show. We will create a special page on MHLivingNews.com, with a back-link to your site, once your RSS feed and back-link are in place.
  • Videos are produced on a first come, first served basis.
  • Video package purchasers are getting the use of the video as produced, but all other rights to the content are reserved by our parent company, Lifestyle Factory Homes, LLC.
  • ###