How to Sell to Tourists

The small city of Shawano is largely a tourist community, especially in the summer months. Shawano Lake draws crowds that love to boat, fish, or play on the beach. Having lived in Shawano most of my life, I still love going to the beach! I’ve had the privilege of working for/with resorts, entertainment centers, bars, and restaurants. Many of the local business owners that I’ve met understand the importance of becoming a destination business and marketing to tourists.

Vacationers may spend four to ten times what local shoppers spend! For “Tourism Marketing 101” read my latest article, Basics of Tourism Marketing - How to Sell to Tourists. Look for future articles/blogs on why tourists spend more and the impact of cultural/heritage tourism.

For specific recommendations on how your business can market to travelers call Terra for a strategic marketing consultation. Initial consultations are always FREE! Call (715) 584-6773 or email terra@fletcherfreelance.com today.

Marketing Material Makeover Contest

Time for a NEW Look?

The warm weather. The sunshine. Spring is the perfect time to bring something fresh to the table, to get people to see you in a whole new way.

Fletcher Freelance owner, Terra L. Fletcher, is ready for a change. Four years ago she donated eighteen inches of her hair. Fletcher says, “After four years of letting it grow, it’s time for a whole new look.” Fletcher will be cutting her long locks on April 10, 2010.

In honor of this makeover, Fletcher wants to revamp your image. Has it been four years (or longer) since you’ve updated?

Enter Fletcher Freelance’s Marketing Material Makeover Contest today!

Mail or email your out-of-date, ugly, error-filled, ineffective, or boring marketing materials to Fletcher Freelance. The worst of the worst will receive a complete Marketing Material Makeover. Send in your brochure, business card, direct mail piece, or letterhead.

One winner will be chosen to receive:

• strategic marketing consultation
• comprehensive website review
• makeover of one current brochure, business card, direct mail piece, or letterhead (makeover includes content and graphics)
• 250 printed copies of your new marketing piece
• mention on the Fletcher Freelance website and blog
• one hour of graphic design, compliments Dynamic Designs

Dynamic Designs Unlimited in Pulaski is throwing in one hour of graphic design to jump start your company’s new look! Dynamic Designs just celebrated their 15th anniversary and they were recently awarded the Small Retail Business of the Year Award.

Submit your entry by April 26, 2010 to:

Terra L. Fletcher
Fletcher Freelance
518 South Union Street
Shawano, WI 54166

Or

contest@fletcherfreelance.com

*see website for complete rules

When you Shouldn't Listen to Marketing Consultants

You’ve probably seen the classic movie, “Mary Poppins.” She touts that a spoonful of sugar helps the medicine go down. I watched that movie many times as a child, but watching it recently I came to appreciate this oft mentioned advice. Everything you say or do is “easier to swallow” when it comes with a little affirmation -and- from a trustworthy source.

Here is my spoonful for the day.

1. I am a marketing consultant, but you are the expert in your business. Don’t do it if it doesn’t feel right. My recommendations (or anyone else’s) are generally just opinions. Hopefully well thought out and researched, but still opinions.

2. You could and should do your own ads. At least to learn how to advertise and how to tell good ideas from bad.

3. If you do hire someone, hire someone to work with you, not make all the decisions. The experience of a marketing professional combined with your knowledge of your business is the best combination for success.

It’s also wise to hire someone with an affinity for cheesy classic musicals.

Thank You and Congratulations!

Thanks to everyone who attended the session, “Presenting a Professional Image” at the Shawano Country Chamber of Commerce today. I had a great time getting to know you and addressing your concerns. I hope you enjoyed the topics that Tammy (Dynamic Designs) and I discussed.


There were a few subjects that I would like to look into more deeply for some that were in the audience. Time didn’t allow me to really get into internet marketing, which seemed to be of great interest to many of you. Be sure to subscribe to my blog (it’s free). I plan to cover this and other questions that are being asked by Shawano businesses.

It is my practice to offer one free consultation to any business that would be interested in meeting with me to discuss their overall marketing plan/concerns.  Please call (715) 584-6773 or email terra@fletcherfreelance.com to schedule your free consult.

Special congratulations to the recipients of today’s door prizes! Tammy gave out free embroidery services. I offered free website review. Tammy and I are also looking forward to meeting with a local company for their free Strategic Marketing Consultation.

Presenting a Professional Image

Just a friendly reminder...

Join me at the Shawano Country Chamber of Commerce this Thursday, Feb. 4th at 7:30am.  Along with Tammy from Dynamic Designs, I will be speaking on the theme, "Presenting a Professional Image."

Everyone is welcome and entry is only five dollars.

Read more details in my previous post here.

Why Ads Fail

Most ad campaigns fail because they aren’t reaching your target audience.


Ads fail because they are all about you. You know the old benefit-feature rule. Why are you talking about yourself so much? People want to know, “What’s in it for me?”

Ads fail because they are boring. Get out the yellow pages and look up your business. Look at your competition. How many times do you see the same words and phrases throughout? Your company needs to stand out.

Ads fail because they don’t affect emotion. You need to sell the emotional end result. Not the product. Harley doesn’t sell motorcycles. They sell the excuse/opportunity for 43-year-old accountants to wear black leather and have people in small towns fear them. Sell the attitude, sell the lifestyle.

Why Ads Succeed

Ads succeed because they reach your ideal customer. They are in the right media, the right frequency. Successful ads contain information, create interest, and get the audience involved.

For more successful ads and a higher return on your advertising investment contact FletcherFreelance.com today!

(715) 584-6773
terra@fletcherfreelance.com

Presenting a Professional Image

It is a combination of exposure, image, and awareness that generates sales. A professional image is essential for any company to thrive. Join myself and Tammy from Dynamic Designs as we present an instructional program to help your business display a more professional image.

We will cover the following topics:

• your office/store/service company's image
• signage and displays
• personalizing your business image
• your company's phone image
• new rules for websites in 2010 and beyond
• business cards
• uniforms
• and more!

Let me fill you in on a little secret...

Tammy and I have valuable services that we will be giving away free! Three winners will get either free website review, free embroidery, or a strategic marketing consultation!

Join us from 7:30-8:45am Thursday, February 4th at the Shawano Country Chamber of Commerce. Space is limited. Register today by calling (715) 524-2139. Five dollars a person covers admittance and refreshments.

2010 Marketing Predictions and Tips

The world of marketing and advertising is an ever changing place. There are some constants that will never change. There are some fads that grow and disappear before we have time to add them to our to-do lists. Somehow we are into the year 2010. This is more than just another year. This is the start of another decade. Each decade gets just a few things forever attached to it. What’s next?


Social Networking

I felt obligated to address this first. Social networking isn’t going away. Depending on your business and your target market, you probably should be involved in at least one venue. Don’t spread yourself too thin and don’t do anything half-way. Don’t expect to sell directly via social networking. Do expect to make business connections. Do expect to waste spend considerable time on these ventures.

I predict businesses are going to demand more concrete numbers showing the impact of their social networking investments. The excuse, “it’s hard to say what the tangible benefits are,” isn’t going to stand. Social networking as business marketing has moved from the experimental phase to decision making territory.

Word Of Mouth

This is and always will be the best form of advertising. Negative word of mouth spreads like wildfire, but something exceptionally good can spread almost as well.

It’s funny; I think that a big part of the need for society to be so “connected” is actually a lack of human interaction and too much time with technology (I guess that’s a subject for another time). Nothing replaces human interaction. Provide the best customer service possible and people will remember.

Try doing something really human in 2010 and beyond. Send out a hand-written thank you cards or follow up your business interaction with a phone call.

Website

The traditional website is going to make more transformations in 2010. It needs to be more interactive now. The business website needs to allow its visitors ultra quick ways to interact. Ditch the flash animation. We know you paid a lot for it, but now it just looks gaudy and dated. Instead make sure there is place for feedback, comments, and links to your favorite social networking vice.

*For a free “2010 Website Review” email terra@fletcherfreelance.com or call (715) 584-6773 today.

Online Video

YouTube is ranked second only to Google. Never before has it been so easy and inexpensive to share video with the world. Your video doesn’t have to be a masterpiece, but it does have to be good. A well-scripted, but natural video is best. If you sell a product you probably should have a demo of how to properly use it. Promote a 2010 event with video footage from the 2009 event. Restaurants- show your chef making their most requested entrée. Offices post a tour of your building.

Information Overload

You’ve seen the commercials about search overload. It’s more than just search overload that we are facing. Never before has one had the ability to acquire so much information so fast. The problem is that the quality of information has never been so poor. Attention spans are short and audiences don’t want to wade through swamp water to find what they’re looking for. Content is King; like never before. People are looking for clean, simple, and direct.

To stand above the muck, marketing campaigns need to be different. Websites need fresh, relevant content. Commercials should not shout or feature fast-talkers. Individuals need to see transactions as personal and relationship based. They want to do business with someone that looks professional and successful.

For more personalized 2010 marketing plans and suggestions please contact terra@fletcherfreelance.com or call (715) 584-6773 today. It’s not too late to write your 2010 marketing plan.

The Real Cost of Hiring a Marketing Professional

What does it really cost to hire a marketing professional?

Salary

Base salary of a marketing professional will vary based on company size and the experience of the individual, but you can expect a range of $50,000-$150,000. Add in 35% for benefits, unemployment insurance, and the like. Don’t forget bonus plans and perks. After this your marketing professional costs $90,000-$300,000 a year.

Cost per Hour

Take the hours worked in a year (exclude PTO and holidays). You’re looking at between $50-$150 an hour (without factoring in sick or overtime). Of course, these numbers vary by circumstances, but this is a realistic range.

Other Factors

Weigh in the hiring process, recruiter fees, interview time, help wanted ads, and relocation packages. Now add in support costs; computer, office space, overhead, and possibly secretarial support.

The Cost of a Marketing Consultant

A well seasoned marketing consultant with generous experience (say fifteen plus years) would typically work for $100-$150 per hour. They are likely to have sales experience and understand the inner workings of an advertising agency.

*****

So, I’m not quite there yet. But, maybe that’s not what you’re looking for either. You just want someone that works hard, knows their stuff (and their limitations), and will bring a fresh perspective to your company as an extension of your team.

Benefits of Fletcher Freelance

In comparison, to be bluntly honest, I’m dirt cheap. My consulting rates are very low. My writing fees are reasonable. I’ve been doing this since September 2007. Not for fifteen years, but not for fifteen minutes either. I’m serious about my work. Yes I enjoy it, but this is not a hobby. This is my profession. And fifteen years from now, I’ll still be here.

With Fletcher Freelance you only pay for the hours that tasks are performed. You can use Fletcher Freelance only when you need to. You don’t have hiring costs. And I don’t charge for initial interviews.

A freelancer brings along their network of talent. I work with designers, printers, web developers, and anyone else I need to get the job done right. I can help you develop an advertising program or promotion. I can do marketing research, creative writing, and design. You only need to make one call. I am a very efficient person and I only work with the best associates.

Internal politics and bureaucracy that all companies have do not affect or hinder a freelancer. I bring a fresh perspective without prejudice. Sometimes that is all you need. And in special situations a consultant may be ideal.

A company should consider a marketing consultation for…

• New products
• New divisions
• New channels of distribution
• Any major change in company direction or focus


Marketing and writing talent that you thought was only attainable by large companies may be more accessible than you thought. Using a freelance consultant your business can get the help it needs without the ad agency price tag or hiring a full-time employee.

Does My Small Business Need a Website?

In a word, yes.

Does your business have a phone number? If that seems like a silly question that’s because you understand how much business you would lose without a phone number. Today, a website is just as important (if not more important) than a phone number.

The credibility and professionalism of a business is called into question if they don’t have a website. Many consumers use the Internet in place of a phone book. If a business doesn’t have a website they are missing a large market potential. Additionally, there are often individuals that know your company name, but not how to get in touch with you. Small businesses need a website.

I know that if I’m looking to do business with a company I almost always check out their website first. Even if a company has been in business for decades (if they don't have a website) there is a lingering feeling of uncertainty.

Surprise #1

There is no need to spend $1,000s on a website. Even one simple webpage highly increases your selling potential. One page can showcase your logo, unique selling proposition, mission statement, specialties, products or services, and contact information.

The return on investment can be very high. It usually costs very little to host and maintain a website after the initial setup. A simple website may not need frequent changes or updates either.

Surprise #2

You don’t need to sell anything on your website! Don’t think that your small business needs to set up complex forms, stores, checkouts, or payment options. All you need to do is be present so that when a potential customer types in the town name and business genre they are looking for (TA-DA) you show up.

Surprise #3

It isn’t hard to get top rankings for a local market! If you were under the impression that it would take extensive time and a large budget to get a high page rank, think again. Because small businesses usually cater to local markets and fill a specific niche they are easy to find. Again, if consumers type in the city and service, likely you’ll be on the first page of search results.

Of course your site should be well written and contain the keywords that your audience will use. You will want to list your website on your marketing materials just as you would indicate your phone number. Bonus: websites are usually easier to remember than phone numbers. There are also many free directories online where you can list your website.

If you have a business, you should have a website. If you need website content or Internet Marketing help, you need fletcherfreelance.com.

Dynamic Designs

I met with Tammy from Dynamic Designs last Tuesday. I enjoyed getting to know her better. Tammy’s impressive business started as a small designing operation that she ran out of her home. That was in 1995. Today Tammy and her co-owners operate a successful shop in Pulaski, Wisconsin. They do screen printing, embroidery, promotional products, and design. Tammy really knows her stuff! She is also involved in many community activities and two local Chambers of Commerce, including Shawano.

What I like about Tammy is her positive attitude and driven spirit. Tammy doesn’t like to say, "no." She finds a way to do whatever her customers need. Her business flourished because she didn’t say, "no." That’s not to say Tammy doesn’t have high standards. View her site for testimonials from satisfied customers. Tammy knows that the quality of her products and services directly affect the success of her clients. Just like myself, Tammy knows if her clients aren’t happy, neither she nor they can be a success. This is just one benefit of working with someone local, someone small enough to care.

Tammy and I are teaming up to serve you better. Most small and mid-size businesses can’t afford an ad agency nor do they have marketing departments. As small business owners, we also recognize the necessity to spend time focusing on what it is you do. Let us do our thing so that you can better do your thing. By working with Dynamic Designs or Fletcher Freelance you only need to make one call. Let us help you put together your next direct mail campaign, business cards, advertisements, and more.

In addition, Tammy and I are offering a limited number of Strategic Marketing Consultations. The ONE thing you must have if you want to succeed is a plan. Benefit from Tammy’s experience in guiding her customers to the right professional image through promotional products, corporate apparel, logos, and more. As a widely published copywriter with direct response marketing, Internet marketing, and web content experience, I provide the rest of the package. We know that with the right combination of exposure and awareness your professional image will get results. Let us help you learn how to market your business with the best return on your investment. Benefit from our experience so that you can do your thing.

Call or email either Tammy or myself today to learn more.