Small Business Marketing with Trigger Events

Due to the fact that most small businesses have small to medium sized budgets - and I'm guessing including your business - perfect targeting becomes far more imperative. One type of targeting which employ often is targeting based on trigger events. This helps speed up the sales process by reaching prospects right at that moment they are most likely to generate a purchase.


Trigger event marketing is targeting prospects that are very likely to respond to your sales message in line with certain personal events. I'm sure you've looked at this before, as an example, my straight-A, college student daughter is inundated with credit card offers each day. The credit card offers are triggered by her name being published relating to the Dean's list.


Nonetheless, in my working experience, most small businesses are not employing trigger event marketing, probably because they don't know they're able to. Usually, when I bring this up to a new client, I get the exact same reaction: the client rolls his eyes, groans a little, then says "I can't find the money for that. "


But this process doesn't need to be expensive or complicated. You don't have to have a complex relational database with multiple event tables and multipart queries. In fact, you often don't need some thing than your local newspaper.


You can learn tons of trigger events hidden with the stories of your local newspaper, the trade journals, even public records. All you decide to do is think outside of the box and relate the events to the prospects' need for your goods and services.


Here are a few a example of how I've implemented trigger event internet marketing for my clients, to get everyone thinking:


I created a direct mail campaign for any realtor, helping her market to people who recently had new babies. New babies often cause the purchase of a bigger house, and, since the baby announcements were prominently listed inside the local paper, it was easy to get prospects' names.


For an automotive service center, I sent letters to this parents of 16 year olds who recently got their driver's licenses, urging the parents to create their family cars in for some sort of safety inspection. We purchased the communicate with information from local driving schools, but according to your state, this info might be accessible through public records.


I have a direct mail campaign running for a client who rents furniture. We regularly get information on local companies that are planning to expand - this information is readily available through almost any newspaper, chamber of commerce, economic development board - and we educate them over the value of renting versus purchasing.


I use trigger event marketing inside my own led generation process constantly. For instance, I scan my local business journal for new businesses which have just opened. I send them a congratulations card and invite these to visit my website for a no cost report.


I pay attention to which companies have hired new personnel for their marketing departments. This often means that will their marketing budgets have increased, and now might be a wonderful time to see if they need my services.


I watch for companies which use recently rolled out a new product or announced an exciting new service. Often, small businesses are so engrossed in the development of a new goods and services that they don't even think within the marketing aspect until the product is ready. Product and service roll outs can be great events to trigger a contact from me.


What events can trigger contacts from you?


In order to use trigger event marketing on your own business, you must first identify what your trigger events are. Here are a few questions that might spur some thought:


* What happens just a business, a family or a person's existence immediately prior to their needing your goods and services?


* Who do your prospects often study you from? How is that dialogue initiated?


* Who is the main decision maker in purchasing your services or products and what causes this person to finally spend money on?


* Are there others involved inside the buying decision and what would lead them to support your product over other selections?


* What causes a business or individual to need it now?


Brainstorm a list of trigger events for your own personel product or service. Next, compile a listing of resources that can act as notifiers these events. Consider using press releases, web-sites, news wires, blogs, rss aggregators, google alerts, yahoo news, etc.


You could also want to consult with a professional list broker who can customize a mailing list to fulfill your exact needs. Brokers get paid by way of the list owner, not the list renter, so you can usually get the ways to access their knowledge and services for absolutely free. And, believe it or not, there's an easy list out there of everything and additionally everyone imaginable.


Now, get started with your corporation marketing!

View PDF | Print View
by: NancPaey
Total views: 7
Word Count: 811

About the Author

Indianapolis Marketing - Modern Image Marketing focuses on small business marketing services that expand your business. Other services include social media strategy development, facebook fanpage creation, blog setup, email marketing custom web design affordable SEO and more. To check out our many free checklists, log on to http://ModernImage.com

Comments

Add Comment