Marketing Tools

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• Obtaining Information
  • Know your customer – ask the right questions.
    • What do you read; what do you attend; what do you belong to
    • Know what they want to buy, who they’re currently buying from, when and how
    • Ask, listen, act
  • Ask customers for referrals.
• Ads/Promo/Campaigning
  • Use space ads selectively, make them direct response ads – awareness building should be done earlier in the year.
  • Consider the One-Book-Buys for space ads.
  • Radio spots on WTOP.
  • Buy AdWords.
  • Integrate Your End of FY campaigns
    • Consistent look and message
    • What’s in their hand must resonate with what they see on the web
  • Use multiple tactics
    
    • Direct mail, web, PR, telemarketing, events
    • No one shot campaigns without a supporting cast
  • Use SmartPay logo on all promo material.
  • Maximize linkage July-October; links with publications, manufacturer partners, channel partners, FBC, GovFacility – wherever you can get links at sites that get the right traffic.
  • Plan press releases for busy season…work to get editorial coverage.
  • Meet a new reporter – one whose beat covers your niche; there may be no immediate payoff, but who knows…
  • Think outside the box.
    • Hand out material at top five federal metro stations
    • Movie theater preview ads
    • Fly a banner over jersey beaches
• Mail/Email
  • Mail to your installed customer base every other week July/August – every week in Sept: snail and email.
  • Use the same list three times for prospecting.
  • If you go after low hanging fruit (sales under $2,500), mail the credit card file 2x (outside DC) in August/Sept Remember APO/FPO – mail frequently including prospect mail.
  • Send all mail in DC area in envelopes; remember all DC snail mail is still irradiated.
  • Post cards work outside DC, but not at base activities.
• Follow-Up
  • Make your messages matter
    • Must have stopping power – relevant headlines and short copy
    • Consistency and frequency
  • Include information to help make decisions
    • Prices, specs
    • Web site address/800 number
    • Contract vehicles
  • Include a government theme - let them know you understand their business.
  • Give multiple ways to respond - web, phone, fax, BRC.
  • Follow-up on all leads…70% are not followed up on.
  • Emails should lead with end-of-FY special and gratuity offer.
• Phone
  • Answer the phone.
  • Guarantee calls returned within one hour.
  • Put specials on your hold music, tell about extended hours.
  • Telemarketing to existing accounts with end of year specials.
• Sales
  • Give multiple ways to buy
    • Online with a credit card
    • Multiple contracts
  • Have sales contests in your outbound office.
  • Call your sales rep at the publication that works best for you and ask them for the best they can do between now & Oct 15.
  • Sales blitz days – close order and pick up purchase order, etc., make it a contest, take execs with you.
• Saving Money
  • Partner with complimentary vendors and share the marketing costs.
  • Establish year-end blanket purchase agreements – easy way to buy.
• Meetings
  • Have execs speak at events and SIG meetings
  • Be visible at SIG meetings. Attend AFFIRM, PKI, FISSEA & others where there will be a concentration of Feds.
  • If you are known in a niche look for affinity groups in government with list serves; see if they will carry your end-of-FY message: FISSEA, GCN, PKI, etc.
  • Sponsor events/breakfasts and network at these meetings.
  • Schedule an end-of-FY post-mortem: bring in Amtower for a Federal Marketing Audit or the Government Marketing Best Practices workshop.
• Events
  • Special events – seminars – face-to-face marketing.
  • Participate in more in-agency events until November.
• Crunch Time
  • Have executive team distribute busy season survival kits.
  • Try metro cards if slots available during busy season.
  • Remember, busy season runs into mid-Oct if the budgets are approved -- offer a first of the FY special.
  • Don’t try and do it all, pick what works for you and execute!
• Web
  • Make your web site user friendly
    • Loads quickly
    • Easy to navigate
    • Content rich
  • Keep the web site fresh – update weekly through busy season: specials, news, links.
  • Leverage testimonials or other success stories.
  • Create white papers that can be posted on web site for downloading, used as leave behinds on account calls and use as response incentive in direct marketing efforts.
• Rewards
  • Reward frequent buyers – always say thank you.
  • Customer appreciation days – special delivery packages – cookies, etc.
  • Hand out ice cream at key agencies one afternoon a week.
• GSA
  • Weekly spot reductions from your GSA Schedule price through busy season.
  • Update any information on GSA Advantage, ProNet, etc.
  • Visit http//:ssq.gsa.gov – run a current report on your GSA Schedule category, regardless of whether you have a Schedule. See who is leading, and look at their web site, ads, etc.
  • Get in MarkeTips. This is the GSA publication that goes to all offices that buy off Schedule.
• General
  • Survey says…conduct customer satisfaction measurement after FY close.
  • Monitor competitors closely during end-of-FY
    
    • How does the market perceive you relative to them?<
    • Emphasize what makes you different
  • Extend business hours and communicate it!!
  • Clearly emphasize and communicate your differentiators during end of FY– service, delivery, 8(a), woman-owned, 24 hour ordering, etc.
  • Leverage legal gratuities – Include Federal Personnel Guide with every Sept sale- call 301-656-0450 and tell Frank Joseph that Mark Amtower sent you – announce this at your web site.
  • Exploit best accounts (agency accounts): if an agency likes you, spend more time/money there (all locations) than elsewhere; table tops, direct mail, email.