Marketing Mastery: Eliminate the ‘feast or famine’ cycle

December 18, 2015 | Comments Off on Marketing Mastery: Eliminate the ‘feast or famine’ cycle

December 21/28; Volume 30/Number 13 By Jim Augustus Armstrong (Third of three parts) During one of my training webinars, Craig Bendele from Florida spoke to a group of dealers about how he increased his revenue by 50% last year and another 50% this year using some of the strategies discussed in part two of this series (FCNews Oct. 26/Nov. 2). But here’s what’s significant about Bendele’s success: Not only did his revenue skyrocket, he also...

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Marketing mastery: Eliminate the ‘feast or famine’ cycle

October 30, 2015 | Comments Off on Marketing mastery: Eliminate the ‘feast or famine’ cycle

October 26/November 2; Volume 30/Number 10 By Jim Augustus Armstrong (Second of three parts) Most dealers don’t have an ongoing, dependable marketing system in place to bring in a predictable stream of customers and balance the seasonal ups and downs. The radio advertising rep will call and say, “We’re having a special this month on ad space.” The dealer figures it’s too good to pass up and buys a slot. He takes a similar approach...

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Marketing Mastery: Eliminate the ‘feast or famine’ cycle

October 16, 2015 | Comments Off on Marketing Mastery: Eliminate the ‘feast or famine’ cycle

October 12/19; Volume 30/Number 8 By Jim Augustus Armstrong (First of three parts) Business is slow, so you launch advertising campaigns and promotions and work your tail off, hustling to get more traffic through your door. The next thing you know you’re so swamped you can’t keep up with the orders. You stop doing the things that brought in those customers because you’re so busy running around putting out fires. Now you’re stressed out, working...

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Marketing Mastery: Magnetically attracting big, profitable sales

September 21, 2015 | Comments Off on Marketing Mastery: Magnetically attracting big, profitable sales

September 14/21; Volume 30/Number 7 By Jim Augustus Armstrong (Second of two parts) As previously discussed, the vast majority of sales in the $20,000-and-above range don’t come from advertising; these kinds of sales typically come from repeat customers and referrals. In this installment I will cover strategies and principles to magnetically attract high-end, high-margin customers. Market to your past customers Over the years you’ve most likely taken on some large, high-margin residential jobs. Those customers...

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Marketing Mastery: Magnetically attracting big, profitable sales

September 3, 2015 | Comments Off on Marketing Mastery: Magnetically attracting big, profitable sales

August 31/September 7; Volume 30/Number 6 By Jim Augustus Armstrong (First of two parts) During my educational sessions I often ask attendees to think back to the last 10 residential remodel sales they made that were over $20,000. Then I ask, “How many of them came from repeat or referral customers vs. advertising?” For virtually everyone in the group, the answer is 80% to 100% came either from a previous customer or a referral. This...

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Marketing Mastery: Marketing multipliers

August 26, 2015 | Comments Off on Marketing Mastery: Marketing multipliers

Aug. 17/24; Volume 30/Number 5 By Jim Augustus Armstrong (Second of two parts) In this installment I will continue with the topic of marketing multipliers, which are practical, hands-on strategies to assist dealers in gaining more leads and referrals from past customers. These strategies can be used by businesses to immediately generate more profit and build on the marketing multipliers discussed in Part 1 of this series (FCNews, Aug. 3/10). House party Any customer whose sale...

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Marketing Mastery: Marketing multipliers

August 13, 2015 | Comments Off on Marketing Mastery: Marketing multipliers

Aug. 3/10; Volume 30/Number 4 By Jim Augustus Armstrong (First of two parts) My goal for this column is to provide practical, hands-on strategies that you can immediately plug into your flooring business to generate money. In this series, let’s take a look at how a number of these strategies can be assembled to form a marketing blueprint. These strategies work together to create a marketing multiplier effect, giving you an enormous advantage over the big...

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Marketing Mastery: How to boost responses with digital marketing

July 10, 2015 | Comments Off on Marketing Mastery: How to boost responses with digital marketing

July 6/13; Volume 30/Number 2 By Jim Augustus Armstrong (First of two parts) In my two previous articles, I discussed the implications of consumer shopping habits for flooring dealers and strategies to capitalize on the biggest source of revenue: repeat and referral customers. Out of 65,000 consumers surveyed, 50.6% were prompted to buy by referrals from past customers. Let’s assume you have your repeat and referral marketing strategies in place and they are producing for you....

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Marketing Mastery: Managing your marketing strategies

June 12, 2015 | Comments Off on Marketing Mastery: Managing your marketing strategies

June 8/15, 2015; Volume 30/Number 1 By Jim Augustus Armstrong (Second of two parts) In part one of this column I shared statistics gathered by polling 65,000 consumers across the U.S. and Canada who bought flooring from one of the 1,300 dealers in the My Flooring Warranty program. Every consumer was asked, “What prompted you to buy this time?” Here is a recap of the top five answers: A referral from one of your past...

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Marketing Mastery: Premium prices in a discounted world

May 29, 2015 | Comments Off on Marketing Mastery: Premium prices in a discounted world

April 13/20, 2015; Volume 29/Number 1 By Jim Augustus Armstrong (First of two parts) “I have to keep my margins down because of my competitors.” “I live in an area where people expect a big discount.” I’ve heard these comments dozens of times from dealers in every market: big cities, small towns, urban, suburban, farm communities, high-tech communities, out in the boondocks and everywhere in between. The common theme is usually, “Yeah, maybe dealers in...

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