Just like learning about Trade Marketing a while ago, my basic point of thinking is ‘it’s not creative if it doesn’t sell’
Well, you can talk anything about being creative. But I tell you, when it comes to the questions : “Does it sell?” “Does that thing that you do have any impact to sales? Or is it just a fancy artsy stuff on branding and marketing stuffs?”
Try to answer the question…
Well, you might say that sales and marketing are going to ‘more or less’ two different directions. The first one goes into moving stocks from warehouses to stores-outlets, or straight to end consumers (if you’re at FMCG business) which from time to time, always demanding to grow bigger and bigger in size or amount. Fulfilling demands, they said 🙂
While the second one goes into creating demand. Upsizing the demand’s size. Better in brand awareness, mindshare, and also heartshare.
And there comes trade marketing ideas…
To put the trade into the market, which it’s actions lead to a better awareness, higher sales achievement, bigger growth, better brand and product presence (wider display), and not forgetting to ensure it’s availability at selected markets through several trade promotions, consumer promotion, in store promotions, and other promotions which not only create awareness, but also be able to convert it into purchasing action.
Being sales person, marketing person, and also trade marketing person is all required to be creative. Especially those whose role at mid-between position, between sales and marketing.
Creative in creating leads, then interests. Then further converting these customer’s interests into buying-purchasing action. And now, it’s a creativeness that sells! Then when it happened, nearly no one will ask about how your (i.e) in store promotion goes? Is it executed at the right stores with the right shoppers profile? And so on. Why, because they already have a full tummy 🙂
They, sales managers, found out that what you did drives good sales, or even spike sales in one certain moment. They’ve got what they need, their basic need.
And now, let’s put this trade marketing offline understanding about leads-convert-customers into online 🙂
Those whom into e-commerce business must understand about this creating leads stuffs…
Now, your company already has a cool e-commerce websites. You have all of the free tools. Social media with a great content, doing search engine optimization, content marketing through key words, etc that can attract viewers into your website.
But then you think it’s not enough. Because all you did only attract less than a hundred views or clicks per day (well, that depends on your standard, in deciding how many clicks refer to many or enough). That’s not yet mentioning about bounce rate, page per view, duration per visit, and other measurements.
Meaning is, you need to be more creative in creating leads. Encourage people to pay your website some visits, make them open more than 3 out of your whole pages, and stay longer at your website.
Well, you can have more leads in some other way. Use Google adwords, facebook ads, put some banners at certain popular sites to spread the word about the existance of your website 😉 If someone already visit your website, let’s give them reason to stay longer, and open more pages. That means, you must make your website cool and attractive enough for them to stay longer. Do whatever on them to look attractive to your target viewers, if you have had it decided.
And how do we create leads. Paying online influencers (buzzers) or creating some brand advocates?
Marketing Tech Blog provides a really interesting writing and infographic about this 🙂
Online influencers are always short term. You pay them to share about your sites or your online activations at their blogs or tweets, then you have an additional audience. But if you can (step by step-takes time) create your own online brand advocates (or net promoter), you’ll get much more than online influencers can do, in a long run.
Well again, if you have a strong brand and a really good products or service, with a great website, through presence of online passionate brand advocates, your own satisfied consumers, you’ll have the buzz, extra audience that you’ll get for free.
They’re interest at your website, like your brand, love your goods. Let’s make these interests into purchasing actions. Make them click purchase button. To try your delivery service, for instance. Is it gonna be on time? Is your goods delivered as their expectations? Count your convertion rate. As easy as knowing your total clicks during certain time and how many purchases you have…
Now, you have some customers. That perhaps come back if they’re satisfied. Or further, tell their friends on their networks by click the referral button. That’s why, you must provide at least twitter, facebook, or e-mail button on your website pages. It’s important for your either satisfied of unsatisfied customers to tell something about your service or products, so you can capture them, then give some quick responses. Make them to come back to buy more? There are several ways. You can give e-coupon programs, special gimmicks for online buyers, send them e-mail marketing when they had their birthdays (with special discount offering if they come to buy again that day), or affiliation marketing. Some kind of member get member activation.
To close this writing, let me say it again. It’s Not Creative If It Doesn’t Sell 🙂