I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual.
I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual.
When creating a new offering, I would offer a free or low-cost trial of your product to both end-users and industry experts. Consumers look for social proof before they buy a product. If the product is new, then none exists. To lower buyer resistance, you need to make the buyer feel comfortable about their purchase. Offering free or low-cost trials of your product is a great way to build trust and gather feedback. You can conduct market research and product testing using surveys to ask potential customers about their experience.
If your product helps to solve a customer’s problem, they will be happy to share it with others; increasing the chance of converting prospects into paying users. Product testimonials and endorsements help to address product reliability and usability. Customer testimonials build loyalty, brand recognition, and sales for your product.
Loss Leaders
If free or low-cost trials are not something that you can offer, you can use loss leaders. A loss leader is when you offer a product at a loss or break-even point to gain future business. Supermarkets and e-commerce businesses do this when a new product is rolled out.
Another place I saw loss leaders was in dental field sales. Certain customers were loyal to certain types of equipment. When I asked why, they said that these were the tools they used in school and they were comfortable using them. As a result, they did not want to switch. When I called on dental schools and hospitals, I found they were in contract with larger competitors. My larger competitors sold the equipment at cost; practically giving it away. Why would they do this? My competitors were creating life-long customers trained on certain tools who refused to switch.
Connection, trust, and advocacy are essential for customer acquisition. It is your job to turn your customer base into evangelists.
Free, low-cost trials and loss leaders help to increase sales and customer loyalty. The decision on where to offer a trial or use a loss leader is dependent on the specific product, business, and industry.
I’m a Strategic Marketer with Field Sales, Sales Enablement, Content Creation, and, Classroom Teacher/Trainer skill-sets using Marketing to drive Sales/Growth.
As a Marketer, I’ve worked with Start-Ups, a Political Campaign, and a Digital Marketing Conference.
I’m certified in Inbound Marketing with classes in Marketing, Product Management, Product Marketing, SEO, SEM.
Before teaching, I was an Outside Sales and Marketing Rep. selling and marketing dental products to Dentists using consultative selling, trade show marketing, field marketing, and market research.
I publish Sales, Marketing & Social Media Today a blog covering industry events and trends.
Inbound Marketing, Digital Marketing, Content Marketing, Product Marketing, Demand Generation, Social Media Marketing, Sales Enablement Enablement, Sales Strategy, Marketing Strategy, Employer Branding, Recruitment Marketing.
Open on title, industry, company, location, and level. Reach out on LinkedIn or at dan@dangalante.com to start a conversation.
Posted 122 weeks ago
Sales, Marketing & Social Media Today
I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual.
2018 continues to be the year of Brand Safety for Brands, Advertisers and Agencies as the industry status quo was disrupted in 2017.
Many advertisers pulled or suspended their ad campaigns from YouTube and Google’s display network because the company put brands at risk by serving up inappropriate ads that conflicted with the value of advertisers.
Google has taken steps to address the issue and updated the YouTube Partnership Program in efforts to reduce the chance of ads being served up against inappropriate content. This is a great first step but where does the industry go from here?
For the industry to be successful, it is important that Brands feel that their Brand Safety will be protected. Brands need to deliver a consistent message to customers and prospects. When advertisers are showing messages that conflict with Brand values; consumer trust erodes. This can destroy a Brand.
Ultimately, a Brand is responsible for its safety.
· According to independent sources 70% of programmatic money in the UK is being used for various agency commissions leaving media platforms with 30%
· Brands are not sure how their media money is being used
However, for the industry to function successfully, Brands, Advertisers and Agencies need to collaborate; taking ownership of their respective role in the ecosystem. This collaboration, can take the form of: allowing Third party monitors from data science firms to examine data i.e. audit ad inventory, conduct site analysis, pre-bid targeting, keyword exclusion against Brand Guidelines and Standards.
How will these changes affect the digital landscape?
As Brands, Advertisers, and agencies collaborate more closely, allowing third parties to audit their work; campaign development and execution will take longer. More content moderators will be need to implement these changes. Google has announced that it will hire 10,000 Content Moderators this year to honor its commitment to Brand Safety. The fee structure of Advertising will need to be changed. Either the cost of advertising will increase or margins of Advertisers and Agencies will need to be cut.
Agencies will need to support the industry to overcome the issue of Brand Safety by: offering the above services to clients, providing clients with points of contact with partners that support client work, holding discussions/events on Brand Safety and offering guides on the topic.
Brands and Agencies, how do you address the issue of Brand Safety? Comment and share.
