Marketing in Alaska

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Marketing in Alaska

• The Basics

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Do I Need To Market?

• Increase your sales earnings
• Introduce new products or improvements
• Hold onto market share
• Change directions move from retail to
  wholesale or visa versa
• Most businesses will benefit from
  Marketingalready do

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Important Questions to Askyourself!

• Who are you?
• What business are you in?
• What people do you serve?
• What are their special needs or desires?
• What do they want from you?
• Who are your competitors?
• What unique benefit is derived from purchasing
  your product?

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YOU Must Understand

• Who is a good customer now?
• Who else may want to buy from you?
• Where do you find more people like those who now
  buy from you?
• What now makes, or what will make, people prefer
  your product over your competitors?

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Be Ready To Market

• List of current customers
• Use sign up books or lists at shows
• Drawings to gather names
• Fish bowls by your booth or table for cards
• Retain all address from any source
• Previous mail orders
• Internet shipping orders
• Its a marathon not a sprint
• Be ready for the long haul

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Some Good Advicefrom Peppers Rogers in The
One to One Future

• It is cheaper to keep an old customer than it is
  to get a new one.
• There are only 4 Kinds of people
• prospects, customers, loyal customers and former
  customers.
• Loyal customers are happy to spend
• more money with you.

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Discounts Coupons

• Some lower end products and retailers benefit
  greatly being perceived as discount or
  off-price
• Its usually a bad approach for Made In Alaska
  people because
• Attract unprofitable, occasional customers
• You devalue your merchandise
• You reward the wrong people
• reward your loyal customers
• Coupons cost to print and
• distribute without adding to
• profits in return

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Be ready to sell

• Credit cards
• Inventory levels
• Production capability
• Ability to ship efficiently
• Professional photos of product
• Well written truthful words to say what you
  mean

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What How Much

• Determine what you want to sell the most
• Determine what you must charge
• Test your prices at shows
• Go for price ranges
• Trade your customers up to Luxury
• You can never be the cheapest
• in pricewhy would you want to be?
• Write a marketing plan budget
• Is marketing a cost or a major
• Opportunity?

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Who Are You?

• Whats in a name LOTS!
• A name can help establish customer loyalty,
  define your business and products to consumers
  and separate you from the competition. Your
  company is probably your babyso how much effort
  did you put into naming your children?
• Will your name last? Be remembered?

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Logos
Logos workdo you have a good one?
We do! Recognize it?
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The Mother Of All Logos Whats it worth?
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Web Page

• Web page almost every business should have a
  least a one pager that covers the basics
• PUT YOU WEB ADDRESS ON EVERYTHING! EVERYTHING!
• Use email only when invited toin writingit can
  backfire quickly
• MS List builder or other software/ services for
  mass emails

http//www.writeiteverywhere
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Marketing In Alaska
Just Do it!

• ARE YOU READY?