1. Marketing Your Business
The reason we promote our business locally is to increase PROFITS

2. Two Methods
Blanket Marketing
Target Marketing

3. Customer Contacts 2% of sales made on the First Customer Contact
3% of sales made on the Second Customer Contact
5% of sales made on the Fourth Customer Contact
10% of sales made on the Third Customer Contact
80% of sales made on the Fifth Customer Contact

4. What is a Customer Contact?
Customer Contacts
What is a Customer Contact?

5. Every 100 cards expect up to 2 Enquiries not Orders
Customer Contacts
Every 100 cards expect up to 2 Enquiries not Orders

6. Local Promotional Plan
Last produced in 2010 updated for 2015

7. Financial Changes in Circumstances
Customers Who Stop Our Service
Customers Die
Customers Move
Customers Retire
Financial Changes in Circumstances

8. Case Study

9. 1960’s Had 88% Market Share of Stout Market in UK
Guinness in UK
1960’s Had 88% Market Share of Stout Market in UK
In First Year lost 31% market Share

10. Guinness in UK Doubled Marketing Budget in third year
Increased Market Share by 1%

11. Guinness in UK
Did not recover their original Market Position until early 80’s
Cost over 20 years Equivalent to 5 times original budget each year

12. Pick what you want from the program
2015 Promotional Campaign
Pick what you want from the program
BUT Do IT Well!

13. 2.5% of Projected Turnover to Maintain Status Quo
How Much Should I Spend?
2.5% of Projected Turnover to Maintain Status Quo
4.0% of Projected Turnover to Increase Turnover if profitable last year
10.% of Last Year's Turnover to Increase Turnover if Unprofitable last year

14. Target 10,000 Telephone Calls
An Increase of 87% on 2014