2009 Healthy Business Marketing Workshop
July 18, 2009 by hamish
Filed under Healthy Business
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Why Most Ads, Sales Letters, Flyers and Websites Don’t Turn a Profit, And What You Can Do About It!
New Zealand Business Growth Specialist and Copywriting Expert Eric Billoud is About to Pull Back the Curtains On The Strategies That Only His High Fee Paying Clients Have Access To
Would you like to know the secrets that no one else (including your competitors and 90% of advertising agencies) will ever know, and even less of them will use! Secrets like…
- The 7 ways to write a headline that will guarantee 80% of the success of your ad
- The 12 most powerful words in the English Language and how to use them to tickle the emotions of your prospects and give your ads that “je ne sais quoi” that makes your clients buy
- The 7 deadly sins of marketing and how they affect your business
- How a simple ‘7 minute change’ change to your ad can drastically boost results (get this part right, and you’re 80% of the way there)
- The 2 fatal mistakes amateurs make when putting together an advertising campaign
- The single most powerful secret (less than 5% of business owners follow) behind long term advertising success
You will walk away with a check list that will never leave you blank in front of your sheet of paper. You will have peace of mind that you know exactly what to do to distinguish your business from your competitors and leave them in the dust You will know exactly what to look for and problems to avoid when you receive advice that can water down or destroy the effectiveness of your ads.
This Workshop, valued at $295.00 is brought to you absolutely FREE courtesy of Health in Harmony.
There are only 27 seats available and the workshop will fill up, so make sure you secure your attendance by emailing rosie@healthinharmony.co.nz
Queenstown 29th July 10am – 1pm
For full details of the workshop please contact:
Eric Billoud
Breakthrough Business Systems
021 711952
P.S. Register NOW and automatically receive the ebook “78 low and no cost ways to add $17,000 to your small business profits” (value $75.00)
Register for Queenstown’s Sustainable Business Programme
June 15, 2009 by rosie
Filed under Healthy Business
Registrations are now open for the second intake of Queenstown’s Sustainable Business programme, which will kick off with a three-hour workshop on 17 June.
Several “big hitters” have signed up for the next programme, including Lakes Property Services and Pinewood Lodge.
First intake businesses have found great value in the programme and encourage other businesses to get involved as soon as possible.
Mark Rose, the Chief Executive of The Rees Hotel & Luxury Apartments, described the process as “invaluable” to his team on a number of levels.
“Through this programme we have been able to identify ways in which we can operate more efficiently and sustainably. It has also enabled us to think more clearly as a team about where we want to position our business, what our long term goals are and has shown us that sustainable practice is intrinsically tied to the general wellbeing of our business and those that operate it.”
Longtime local Tim Barke, General Manager of Kiwi Discovery & Queenstown Rafting says it was rewarding to be part of a programme that encouraged and valued participant input as well as providing guidance.
“The Sustainable Business Programme has helped us focus on the areas of our businesses that can enhance our own sustainability as well as that of our community and environment.”
Skyline Gondola, Restaurant and Luge manager Blair Deasy encourages Queenstown businesses to get involved.
“I was quietly surprised at what we have achieved in such a short time. We set up the Skyline Green Committee over 18 months ago but it was hard for staff to make inroads while keeping up with their own day to day responsibilities. The Queenstown Sustainable Business Programme has helped us prioritise and manage our sustainable action lists and identified areas that can benefit greatly from change. It has also shown us that it’s about much more than recycling. It’s been positive all round for us.”
Sustainable Tourism Advisor Sharon Schindler says there are a few remaining places for the mid June intake.
“We have a maximum of 12 places available at heavily subsidised rates and expect these to fill quite quickly so I do recommend businesses interested in taking part in the late June intake get in touch as soon as possible.”
The fee structure for participating businesses starts at $150 plus GST for businesses with 1-2 full time employees and ranges to $1000 for those with more than 50 full time employees.
Registrations are now open for the third programme intake in October.
For more information visit www.otagopolytechnic.ac.nz and click on the box “Central Otago – our Central Otago campus”.
For further information please contact:
Sharon Schindler
Sustainable Tourism Advisor
Email: sschindler@tekotago.ac.nz
Phone: 021 989 347Subsidised by the Ministry of Tourism, the Queenstown Sustainable Business Programme aims to encourage Queenstown businesses of all sizes to become more sustainable in terms of environment, social responsibilities and financial viability. The Sustainable Business Programme is delivered by Otago Polytech’s Centre for Sustainable Practice in collaboration with partners Destination Queenstown, Queenstown Lakes District Council, Ministry of Tourism, and the Queenstown Chamber of Commerce.
The programme is led by Queenstown’s Sustainable Tourism Advisor Sharon Schindler and well-known sustainable practice expert Steve Henry, who heads the Centre for Sustainable Practice.
Revealed: How to Make Sure You Get Results From Your Advertising
June 8, 2009 by rosie
Filed under Healthy Business
If you hired a salesperson to be the face to your product or service in your market place and after paying her/him for a few months you discovered that they had not generated one single sale, what would you be tempted to do? Put them on a sales boot camp until they got the results?
Well I am truly fascinated by so many conversations I have with small business owners who spend a sizeable amount of money on print advertising, and never measure the results of their advertisements.
So let’s go back to basics for a moment: Advertising is nothing less than salesmanship in print. If for some strange reason you cannot measure the results of your ads or if you have measured and got no results, you need to ask yourself “Is my virtual salesperson getting more clients through the door”.
If not, then your ads need to be put through a sales “boot camp”. When writing your ads, ask yourself if you are committing any of the Seven Deadly Marketing Mistakes…
Seven Deadly Marketing Mistakes
- Marketing Mistake #1: Not sticking with what’s working. If it has generated good results, just repeat it. People have a short memory and won’t remember your last advert.
- Marketing Mistake #2: Cutting a new path when someone else has already built a highway. Don’t re-invent the wheel. Do your homework.
- Marketing Mistake #3: Writing jingles and clever slogans instead of giving lots of reasons why someone should buy your product. “The more you tell, the more you sell” contrary to a widespread belief among business owners. This vital element is usually overlooked by all those creative minds in the marketing and advertising world.
- Marketing Mistake #4: Not marketing and selling to those who already bought the same thing from you.
- Marketing Mistake #5: Thinking your customers are smarter than they really are. When selling, explain things in baby talk because if what you say can be misunderstood, it will be.
- Marketing Mistake #6: Forgetting that most people have been “Burned” in the past. As a result they don’t trust all businesses and will probably be skeptical about your offer.
- Marketing Mistake #7: Not asking for help, especially from other people in your industry. Almost every problem you face has already been solved by someone else. Successful people are almost always givers, who will lend a helping hand.
Four Essential Elements of Effective Ads
Once you have avoided all these mistakes, look at your ad and make sure it has the 4 following vital elements:
A) Attention grabber. You need a very strong reason for people to read you ad. No your logo won’t do it, but a good headline will!
I) Interest. You will have to feature the best parts of your products or generate interest through some intriguing facts or studies etc…
D) Desire: spell out what’s in it for your clients, how they will benefit, how it will make them feel
A) Action: a clear call for action with a good offer is the best approach. Make it easy for them to respond to the ad.
I’m sure you agree that in the present climate, you need all the efficiency you can gain, so don’t hesitate to put your ads through Boot Camp and start reaping real benefits!
Author: Eric Billoud is a Queenstown business consultant. For more information you can get in contact with Eric at:
Eric Billoud
Breakthrough Business Systems
PO Box 1241, Queenstown
Mob: 021 711952
Ph: (03) 442 1091
Email: eric@earth-fit.com
How to Successfully Navigate Your Business through an Economic Downturn
March 3, 2009 by rosie
Filed under Healthy Business
An economic downturn is a phase of the business cycle in which the economy as a whole is in decline.This phase basically marks the end of the period of growth in the business cycle. Economic downturns are characterized by decreased levels of consumer purchases (especially of durable goods) and, subsequently, reduced levels of production by businesses.
While economic downturns are admittedly difficult, and are formidable obstacles to small businesses that are trying to survive and grow, an economic downturn can open up opportunities. A well-managed company can realize the opportunity to gain market share by taking customers away from their competitors. Resourceful entrepreneurs capture the available opportunities, from an economic downturn, by developing alternate methods of doing business that were never implemented during a prior growth period.
The challenge of successfully navigating your business through an economic downturn lies in the realignment of your business with current economic realities. Specifically, you, as the business owner, need to renew a focus on your core clients/customers, reduce your operating expenses, conserve cash, and manage more proactively, rather than reactively, is paramount.
Here are best practices that will help you to successfully navigate your business through an economic downturn:
Goals:
The primary goal of any business owner is to survive the current economic downturn and to develop a leaner, more cost-effective and more efficient operation. The secondary goal is to grow the business even during this current economic downturn.
Objectives:
- Conserve cash.
- Protect assets.
- Reduce costs.
- Improve efficiencies.
- Grow customer base.
Required Action:
- Do not panic… History shows that economic downturns do not last forever. Remain calm and act in a rational manner as you refocus your attention on resizing your company to the current economic conditions.
- Focus on what YOU can control… Don’t let the media’s rhetoric concerning recessions and economic slowdown deter you from achieving business success. It´s a trap! Why? Because the condition of the economy is beyond your control. Surviving economic downturns requires a focus on what you can control, i.e. your relevant business activities.
- Communicate, communicate, and communicate! Beware of the pitfall of trying to do too much on your own. It is a difficult task indeed to survive and to grow your business solely with your own efforts. Solicit ideas and seek the help of other people (your employees, suppliers, lenders, customers, and advisors). Communicate honestly and consistently. Effective two-way communication is the key.
- Negotiate, negotiate, and negotiate! The value of a strong negotiation skill set cannot be overstated. Negotiating better deals and contracts is an absolute must for realigning and resizing your company to the current economic conditions. The key to success is not only knowing how to develop a win-win approach in negotiations with all parties, but also keeping in mind the fact that you want a favorable outcome for yourself too.
Recommended Best Practice Activities:
The Nuts and Bolts… The following list of recommended best practice activities is critical for your business’ survival and for its growth during an economic downturn. The actual financial health of your particular business, at the outset of the economic downturn, will dictate the priority and urgency of the implementation of the following best practice activities.
1. Diligently monitor your cash flow: Forecast your cash flow monthly to ensure that expenses and planned expenditures are in line with accounts receivable. Include cash flow statements into your monthly financial reporting. Project cash requirements three-to- six months in advance. The key is to know how to monitor, protect, control, and put cash to work.
2. Carefully convert your inventories: Convert excess, obsolete, and slow-moving inventory items into cash. Consider returning excess and slow-moving items back to the suppliers. Close-out or inventory reduction sales work well to resize your inventory. Also, consider narrowing your product offerings. Well-timed order placement helps to reduce excess inventory levels and occasional material shortages. The key is to reduce the amount of your inventory without losing sales.
3. Timely collection of your accounts receivable: This asset should be converted to cash as quickly as possible. Offer prompt payment discounts to encourage timely payments. Make changes in the terms of sale for slow paying customers (i.e. changing net 30 day terms to COD). Invoicing is an important part of your cash flow management. The first rule of invoicing is to do it as soon as possible after products are shipped and/or after services are delivered. Place an emphasis on reducing billing errors. Most customers delay payments because an invoice had errors, and therefore, will not pay until they receive a corrected copy. Email or fax your invoices to save on mailing time. Post the payments that you have received and make deposits more frequently. The key is to develop an efficient collection system that generates timely payments and one that gives you advance warning of problems.
4. Re-focus your attention on your existing clients/customers: Make customer satisfaction your priority. A regular review of your customers’ buying history and frequency of purchases can reveal some interesting facts about your customers’ buying habits. Consider signing long-term contracts with your core clients/customers which will add to your security. Offer a discount for upfront cash payments. The key is to do what it takes to keep your current customers loyal.
5. Re-negotiate with your suppliers, lenders, and landlord:
i) Suppliers: Always keep your negotiations on the level of need, saying that your company has reviewed its cost structure and has determined that it needs to lower supplier costs. . Tell the supplier that you value the relationship you have developed, but that you need to receive a cost reduction immediately. Ask your supplier for a lower material price, a longer payment cycle, and the elimination of finance charges. Also, see if you can buy material from them on a consignment basis. In return for their price concessions, be willing to agree to a long-term contract. Explore the idea of bartering as a form of payment.
ii) Lenders: Everything in business finance is negotiable and your relationship with a bank is no exception. The first step to successful renegotiations is to convince your lenders that you can ultimately pay off the renegotiated loan. You must point out to your lenders why it would be in their best interest to agree to a new arrangement. Showing them your business plan and your action plan that includes your cost-savings initiatives, along with “the how” and “the when” of the implementation of your plan is the best way to achieve this goal. Explain to them that you will need their cooperation to insure that you can survive, as well as, grow your business during the economic downturn. Negotiated items include: the rate of interest, the required security to cover the loan, and the beginning date for repayment. A beginning date for repayment could be immediate, within several months or as long as a year. The key is to realize that your lender will work with you, but that frequent and continual communications with them is critical.
iii) Landlord: Meet with your landlord. Explain your need to have them extend the term of your lease at a reduced cost. Make sure you have a clause in the lease agreement that entitles you to have the right to sublet any or all of the leased space.
6. Re-evaluate your staffing requirements: This is a very critical area. Salaries/wages are a major expense of doing business. Therefore, any reduction in the hours worked through work schedule changes, short-term layoffs or permanent layoffs has an immediate cost saving benefit. Most companies ramped up hiring new employees in the good times, only to find that they are currently overstaffed due to slow sales during the economic downturn. In terms of down-sizing your staff, be very careful not to reduce your staff to a level that forces you to skimp on customer service and quality. Consider the use of part-timers or the current trend of outsourcing certain functions to independent contractors.
7. Shop for better insurances rates: Get quotations from other insurance agents for comparable coverage to determine whether or not your present insurance carrier is competitive. Also, consider revising your coverage to reduce premium costs. The key is to have the right balance-to be adequately insured, but not under or over insured.
8. Re-evaluate your advertising: Contrary to the other cost-cutting initiatives, evaluate the possibility of increasing your advertising expenditures. This tactic realizes the advantage of the reduced “noise” and congestion (fewer advertisers) in the marketplace. The downturn period a great opportunity to increase brand awareness and create additional demand for your product/service offerings.
9. Seek the help of outside advisors: The use of an advisory board comprised of your CPA, attorney, and business consultant offers you objectivity and provides you with professional advice and guidance. Their collective experience in working with similar situations in past economic downturns is invaluable.
10. Review your other expenses: Target an across-the-board cost-cutting initiative of 10-15%. Attempt to eliminate unnecessary expenses. Tightening your belt in order to weather the downturn makes practical, financial sense.
Proactively managing your business through an economic downturn is an enormous challenge and is critical for your survival. However, through well-planned initiatives, an economic downturn can create tremendous opportunity for your company to gain greater market share. In order to take advantage of this growth opportunity, you must act quickly to implement the above best business practices to continue realigning and resizing your company to the current economic conditions.
Copyright © 2008 Terry H. Hill
Author: Terry H. Hill is the founder and managing partner of Legacy Associates, Inc, a business consulting and advisory services firm. A veteran chief executive, Terry works directly with business owners of privately held companies on the issues and challenges that they face in each stage of their business life cycle. To find out how he can help you take your business to the next level, visit his site at http://www.legacyai.com
Article Source: Articlecity.com
