Key accounts, or strategic accounts, are different from the ordinary, and require more sophisticated skills and strategies. Here, Promotional Consultant Today shares four fundamentals for effectively penetrating key accounts.

1. Recognize that key accounts are different. Key accounts are larger, but that’s only the beginning. Their decision-making processes will be much more complex, and in some cases, highly structured. A product that may, in a smaller account, only need one person’s approval to purchase can require dozens of people to sign off on it in a key account.

2. Approach the organization of your time within a key account like you would your entire territory. When you look at your territory, you see lots of independent units we call accounts. You understand that each has a unique set of needs, budgets and personal dynamics, and that each offers its own set of opportunities.

When you approach a key account, think of it as a territory on its own, with lots of units that act like accounts. These units can be departments, branches, plants or whatever organization exists within that account. Each one of them may conceivably have the ability to purchase or move forward the purchase of your products and services. Each unit, whatever it may be, has its own unique set of needs, budgets and personal dynamics. And, in many cases, the purchasing power of one of those units can far outstrip the purchasing power of one of your smaller accounts. Just as you would take six months or a year to come to know the accounts in your territory, expect that it will take a similar period of time to identify and come to know all of the units within your key accounts.

3. Understand that you gain traction in key accounts through relationships, leverage and organization. If you are going to have influence in a key account, you must have relationships with the influential people. Because of the size of a key account and the natural movement of people within it, coming to know the influential people is not an event which has an ending, but is rather a constant process that never ends. Make a list of the people who you should know, and update it after every sales call.

Not only do you need to proactively expand your relationships deep into the organization, but you also need to focus upward and come to know those people who oversee combinations of units, and the C-level people in the corner suites.

Recognize the difference, plan your time as if each were a sales territory on its own and apply the weapons of relationship, leverage and organization to the task. You’ll be well on your way.

 

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Creative Marketing Services is a next-generation promotional marketing firm based in Southwest Florida. We design creative, targeted, and cost effective promotional marketing solutions to help our clients build their brand, acquire & retain customers, increase sales & profits and recruit & motivate employees. To  discover how you can make your marketing more effective, visit http://www.mysalespromotion.com

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Despite the last few years’ challenging fundraising environment, we’ve been helping nonprofits meet their donation targets by boosting the efficiency and effectiveness of their fundraising campaigns with personalized URLs (PURLs) and dynamic landing pages.

When used in conjunction with traditional direct marketing channels such as personalized email or direct mail, personalized URLs lure donors back and help recruit new donors, as well. Our nonprofit marketers use personalized URLs and dynamic landing pages along with our advanced database-profiling system, which utilizes variables such as donation amounts and frequency, to drive highly targeted marketing communications. This ensures that your appeal reaches the right donors at the right time with the right message, increasing your chances of fundraising success.

Using Personalized URLs (PURLs) and Dynamic Landing Pages for Nonprofits

So how exactly are nonprofits getting results?

By printing a Personalized URL (PURL) on any communication (postcards, brochures, thank-you notes, and more), marketers can lead new or returning donors to personalized, dynamic landing pages whose web addresses feature the names of both your recipient and your organization. By making prospective and returning donors feel as if they are being addressed directly, nonprofit marketers can hold effective 1:1 conversations — and drive repeat donations.

The Call to Donate: Landing Pages for Fundraising Campaigns

Each custom PURL or QR code in your fundraising campaign brings potential and repeat donors to dynamic landing pages that act as customized “donor portals.” This PURL-landing page combination maximizes your chances of successfully recruiting donors by cultivating a sense of loyalty.

For example, messaging can be customized based on the recency and magnitude of the donor‘s past giving. Major donors could consider higher donation ranges for impact, while minor or infrequent donors may be asked more often for smaller donations.

Plus, the outcomes of your multi-channel PURL campaign are available in real-time from a unified reports dashboard, allowing you to keep a close eye on giving trends down to the level of the individual so that you can get a complete view of your results — adjust your fundraising efforts accordingly.

Permanent PURLS and Marketing Automation for Nonprofits

Nonprofits can also elect the option of “permanent” PURLs — personalized URLs that last for the lifetime of a client or donor. When used in conjunction with marketing automation in the nonprofit sector, permanent PURLs can work marketing miracles for your nonprofit organization.

For example, nonprofits can use the reports dashboard that presents a lifelong view of an individual’s giving trends. But, what if, in the course of a few clicks, you could program your nonprofit-marketing activities to intuitively respond to twists and turns in donor activity?

By utilizing our marketing automation and establishing set communication outcomes to predetermined triggers (such as logging into the PURL portal, reading an email, or making a donation of a set amount), nonprofits can create highly targeted donor communications, maximizing marketing efficiency and achieving more potent donor-recruitment results.

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Creative Marketing Services is a next-generation promotional marketing firm based in Southwest Florida. We design creative, targeted, and cost effective promotional marketing solutions to help our clients build their brand, acquire & retain customers, increase sales & profits and recruit & motivate employees. To  discover how you can make your marketing more effective, visit http://www.mysalespromotion.com

Do you have a color strategy? Today we explore the world of color and share our insight from a branding perspective.

I was having a cup of java in a restaurant last week and noticed that the sugar dispenser had pink, blue, yellow, and for the first time ever – green sweetener packets. Well, I know that the pink is Sweet N ‘Low, the blue is Equal, the yellow is Splenda, but what was the green? Turns out it is Equal with stevia.

Clearly, then, Equal has a color coding strategy. In fact, we determine color in less than three seconds and we often remember the color before the brand name. I’ve heard many consumers tell me that they take a blue or orange pill or that they buy the blue oatmeal, but don’t remember the flavor name. So, how can you brand by color?

 1. Deploy consistently. Don’t change your logo, your envelope color or even your signature wardrobe color willly nilly. If your colors are red and black, stick with it! Even though the Starbucks logo has morphed, it has kept the forest green color. It’s brilliant the way publicity photos of author Sachi Parker are in pink–just like the cover of her new tell-all book on her mom, Shirley MacLaine.

 2. Be bold. Golf-club maker TaylorMade credits painting its R11 drivers white as the key to boosting its market share to eight percent. What can you do?

3. Look at the psychology of color. Color communicates emotion. Red and orange are high energy, frenetic colors which is why they adorn virtually every fast feeder from Taco Bell to Wendy’s to McDonald’s. If you’re looking to instill a calming feeling, head over to the soothing world of blue. By the way, red and brown houses are the least likely to sell.

 4. Consider utility. Although brown is not my fave color, it works for the UPS folks who are schlepping packages. White shirts certainly wouldn’t work.

5. Review your competitors. If all of the competitors in your space are projecting the same colors, it’s time to shake up the market and stand out. When it comes to bottled water, for example, it’s an ocean of blue from Dasani to Aquafina. But, then there’s Evian–a dose of pink and it stands out!

Creative Marketing Services is a next-generation promotional marketing agency based in Southwest Florida. We design creative, targeted, and cost effective promotional marketing solutions to help our clients build their brand, acquire & retain customers, increase sales & profits and recruit & motivate employees. To  discover how you can make your marketing more effective, visit http://www.mysalespromotion.com

 

Abbey Carpet Recruits New Members

Member recruiting campaign for Abbey Carpet & Floor.

Image  —  Posted: November 20, 2012 in Marketing, Sales / Biz Development, SmartTARGET

Fifth Third Rewards with BrandFUEL!

Parting gift for attendees to the 2012 Fifth Third Bank Economic Outlook.

Image  —  Posted: November 20, 2012 in BrandGEAR, Marketing, Promotion, Sales / Biz Development

Shell Point Targets Area Golfers

Shell Point Golf Club needed to increase traffic and selected Creative Marketing for this SmartTARGET direct mail campaign. The promotion features 2 branded gold balls inside a 4–dram Rx bottle with a label that invites the recipient to “Take Two and Call Us in the Morning. Enclosed in the box was a special offer coupon. As an InfoUSA strategic partner, we secured a highly-targeted list of 1,000 likely prospects that matched the pre-determined demographics. Shell Point Golf Club enjoyed a robust season that provided a generous ROI.

Image  —  Posted: November 20, 2012 in SmartTARGET

Bard Honors Visitors With Stunning Premium

Bard Manufacturing wanted a unique gift to present VIP visitors at their plant in Bryan Ohio. We recommended this 16-oz double-wall, acrylic tumbler with a custom printed insert. Needless to say, the item is a HUGE hit!

Image  —  Posted: November 20, 2012 in BrandGEAR