How this Simple but Clever Marketing Campaign worked for Coca Cola and how it can work for your business

Do you know your customers name?

In his Classic Book "How to Win Friends and Influence People" Dale Carneggie said:



"Remember that a person's name is to that person the sweetest and most important sound in any language."

-Dale Carneggie

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In the book Dale Carneggie recounted several case studies where calling people by their name, their proper name gives a really lasting impression.


Coca Cola has been declining in sales for the past 11 years. Until they rediscovered and implemented this concept of "names" into their marketing campaign.

Watch:

Quote:

"The company’s ‘Share a Coke’ campaign -- in which Coke bottle labels were personalized with 250 popular names, in addition to various terms of endearment, including ‘Bestie’ and ‘Wingman’ -- has reversed a downward sales trend that has plagued the company for the past decade, according to The Wall Street Journal."

You can read more about the thinking about Coca Cola's campaign on:

This Clever Marketing Campaign Reversed Coke's 11-Year Decline in Soda Sales

Workshop:

Can you think of ways you can use the concept of "names" in your business?

Such as using it on your email campaign, tagging customers to social posts that might be relevant to them, or learning about their "real name" and using it instead of their nick name.

In the same book Dale recounts a story of a salesman calling a loyal customer on the phone and calling him by his hard to remember even harder to pronounce foreign name. That brought the customer on the other line to tears, remembering where he's from and how's journey to migration had been a triumphant and arduous one.

Hit the comments below and let me know what you think.
Do it now!

1 Business Power Question by Dan Kennedy that will Open the Treasure Trove

Before I begin I'm enthusiastic to announce that in the days and weeks ahead I'll be sharing from the world's greatest business and marketing experts.

So sign-up to this site to keep yourselves updated and receive exclusive business and marketing strategy worksheets.

One of the things that you will like about this site is that I will distill marketing concepts down to where they are actionable. Where you can take action immediate and test and see for yourselves if it works.

Below is a video of the Great Dan Kennedy explaining the "1 Business Power Question that will Open the Treasure Trove"

Why should I do business with you versus any and every other option out there including doing nothing?

- Dan Kennedy

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Dan suggests us to:

Actionable > Write it up on a 4 by 6 card and place it in front of your desk so that you can see it everyday

And reminds us that:

It will take some time to sink in and answer it really good

That it is super important because:

It is the golden key to the treasure drove

Unique Selling Proposition it is called by many names:

Unique selling proposition
Unique value proposition
Competitive value proposition
Extra Value Proposition

It's so powerful that in the case of Domino's Pizza it changed:

The owner's life
His business
And his ENTIRE INDUSTRY!!!

Domino's Pizza

You get fresh, hot pizza delivered to your door 

in 30 minutes or less or it's free.

Other great USP examples:

Gillette 
The Best a Man Can Get


Jet blue airline
JetBlue offers flights to 80+ destinations with free inflight entertainment, free brand-name snacks and drinks, lots of legroom and award-winning service.


Dutch Boy Paints
Fun, inspirational, colorful! Dutch Boy is an industry leader in delivering high-quality paints & innovative paint color solutions. Since 1907, Dutch Boy has ...


Safelite AutoGlass
If you have a broken windshield you may need a repair or replacement. Trust America's auto glass experts Safelite® - call us 24 hours a day or book an ...


Mast Brothers Chocolate
“we’re from the 18th century, back when craftspeople were revered and took pride in working with their hands.”

My usp for my marketing consulting:

Grow Your Business Without Spending More Money In Advertising!

It is so important that in my system I put on the very first place because without it there will be wastage in:

• not delivering a convincing message in your advertising
• your staff and you not being clear on what your customers really want you to sell to them
• waste in your communication
• waste in your business' potential PR value
• waste in convincing potential business partners

It's throwing money in the waste basket if you advertise before you have this nailed down.

In certain case studies of businesses developing a USP and communicating it to their customers the difference is night and day.

Let me help you > Email me with "USP worksheet" at "geromesoriano@gmail.com" and I will send you a copy of my comprehensive USP development worksheet.

Resources

Links to awesome and useful things 

thecollaborativestartup.com
Free course on community building and customer development by Thomas Pichon

http://www.abraham.com/
The Billionaire maker. Sign-up to get access to some of his awesome material for FREE :)

gkic.com/
Dan Kennedy's awesome group

www.nobsbooks.com/freebonus/
Free Bonuses and sneak peeks of Dan Kennedy's amazing books

www.youtube.com/user/cultofcopy
https://www.facebook.com/groups/cultofcopy
Cult of Copy amazing resource and community about copywriting

http://myfirsthmaclient.com/
nice FREE sneak peek to working as a marketing consultant

https://www.facebook.com/groups/gkiconlinerm/
awesome group by Benny Valenzuela

http://www.hardtofindseminars.com/
an abundance of business and marketing audio

http://www.internetmarketingcourse.com/freeheadlinegenerator/
awesome headline generator
there's also a sales letter generator on the site :D

http://birthdayfb.com/
what i use to stack/chunk birthday greetings in Facebook and free up a lot of time :D

http://archive.enchantednlp.com/
a rather obscure and weird site by Glenn Osborn used to be one of Jay Abraham top sales guy

http://swiped.co/
Things worthy of swipe and deploy :)

https://sivers.org/book
a plenty of comprehensive actionable book reviews :D

Buffer
Awesome social media poster/scheduler :D

Stacker
Similar to buffer still trying it out :D

http://www.infomarketingblog.com/
more swipe file :D

https://www.facebook.com/groups/BestCoachingResources/

https://www.youtube.com/channel/UCehcPFHxjTA6-GeBWDKdmnQ
Chet Holmes videos

more to come :D

Are you tired of spraying and praying your money in advertising?

Advertising is a fun thing to do for the advertising practitioner but not so much for the business owner shelling out their pockets.

I studied advertising in college and I thought that advertising was cool. You could make those wonderful, radical,colorful,creative, emotional commercials and print ads. And win those awards and be recognized by your industry.

But after treating my art practice more as a business and less a something I do for fun only. But something for fun and profit :) I had another perspective of what advertising is.

I remember the great Dan Kennedy noting that, "One should be wary of agencies that win a lot of awards". Because just because the advertisement won a lot of awards and recognition and is very pretty and creative doesn't mean it would convert nicely to profits.

One thing common about award winning commercials that you can see that obviously wasteful for the business owner is the minimized area and sometimes omitted contact information about the business. Most of these award winning ads are focused on the story, on the "brand, on the image on entertaining.

But not so much on entertaining the business owner with tons of cash coming in from that expensive advertisement. And most of us small business owners only have so much money to invest in advertising.

So we need those ads to convert and convert well. And when you begin to study marketing with you you will learn that good profit inducing advertisements are direct-response oriented.

They are focused on the benefits that your customers will get with working with you, on the pains that you will cure for them, your offer and a compelling,irresistible offer for them to give your business a call and for them get money out of their pocket to your pocket.

For them to say, "John, take my cash cure my marketing pains."

Direct response marketing is testable, trackable thus can be tested, optimized and leveraged for better results :D

Your thoughts on wasting money in advertising?

And making advertisements that make you more money?

Gerome

Growing businesses 4 ways

Most people calling to help you grow your business focus on one way to grow your business. That is by prospecting. Getting more clients into your business. 

These include joining trade shows, networking, and advertising.

Our system works on your business to grow it not only one way but four ways.

These four ways are:

1) Getting you're business more prospects;

2) Turning more of your prospects into buyers;

3) Increasing transaction size of each buyer; and

4) Increasing the frequency your customers' purchase from you

What are some of the ways we can do that for you?

1) Getting you're business more prospects;

- by making your business communications more in line with what your customers are searching for

From:
The owner is a Ph.D. Graduate that created a patented pipe design

To:
Pipe'sthat will last 2 years longer than any other pipe out there in the market. 2-year money back guarantee. 

2) Turning more of your prospects into buyers:

- creating more effective sales scripts

From:
Hello xyz Pipe Manufacturing Company

To:
Hello this is xyz Company. Our pipe's are guaranteed to last 2 years more than any other pipes out there or your money-back.

3) Increasing transaction size of each buyer

- Having upsells. Like Mcdo's, "Large coke and fries?"

From:
Thank you for purchasing xyz. We have a 2-year money back money back guarantee on your pipes do keep your receipt.

To: 
Thank you for purchasing xyz. Would you like our people to deliver it to your site at a discounted rate?

4) Increasing the frequency your customers' purchase from you

- by having a database marketing program. Programs such as these could be automated or batched so that you don't spend too much time on it.

- Joe Girard, the world's number 1 car salesman who sold a car every three years on average on each customer! Had a program of sending postcards to clients for every occasions and more.

From:
Contacting customer list only when you have promos, sales and events.

To:
Greeting customer list with holiday greetings :)
Greeting them at their birthdays :)

Workshop:

Based on the examples above, can you see ways you can work on growing your business not just one way?

List down 5 ideas on the following:

1) How can I get more prospects for my business?

2) How can I increase the chances of turning more of my prospects into buyers?

3) Different ways I can increase the transaction size of each buyer?

4) Different ways I can keep in contact with my customers to increase the frequency my customers coming back to me?

Do that now.

Then single out the ones that will have the biggest impact on your business and set out to test them out and let me know how it works.

Growing your business without spending more money in Advertising

How? 

By Leveraging current and existing marketing assets that are either overlooked, not optimized, not leveraged or have been thought about but have no time to implement.

Examples of growing your business without spending more money on advertising?

1) Reactivate past clients 

Hello Mr. Dela Cruz, 

You're a special customer to us and we apologize for not being to stay in contact with you. 

As a proof of our sincerity. We are having a Special exclusive only to past customers we haven't seen from in a while.

We look forward to seeing you in _______. 

Just say that you are on the preferred customer list to avail of our special ______

Mr. Soriano
Owner of __ Retail Business

2) Make a better advertisement

By having a clear call to action

From:
www.sorianomarketing.com

To:
go to  www.sorianomarketing.com to know more how you can grow your business without spending more money in advertising

By translating features to benefits

From:
Laptop with 8 gb ram



To:
High speed laptop optimal for graphics, videos, games and professional softwares

Workshop:

What are the ways you can think of growing your business without spending more money in your advertising?

Can you see how these strategies can grow your business?


- Gerome

P.S. Schedule your FREE one hour business consultation email me at geromesoriano@gmail.com

P.P.S. We know you are too busy, and don't have time to implement all of your marketing ideas that why we are here to help implement not only consult. We will execute our tried and tested system for generating growth for your business without spending more money in advertising