Locating steps - Options you should consider (3)
(1) WEBSITE
Get a website ordered. You need a “good” website. That’s not an option and it’s included in the suggested budget. You can certainly hire anyone you want but it’s vitally important that it’s done right or you will not get the results needed. Consider talking with one of the following whom I’ve worked with for well over 10 years. They understand our business, and have the proper graphic images and marketing copy (information). Also, they know how to program the back end (meta tags and descriptions) so that the SEO works correctly (Search Engine Optimization). This means you can be found by those actively looking for breakroom services in your area. Be on the “right side of the desk.” Be “findable” to those actively looking. Your website can also function as a ”brochure.” This is the most cost-efficient method to obtain locations. All placement efforts should begin here.
(2) PLAN AND SCHEDULE THE PLACEMENT PROCESS
“If” you are planning to hire a professional locating service then call them and get it scheduled. If you’re using direct mail then schedule that as soon as you can. If you’re planning to do it yourself please follow the training that will be provided below *and in the next few days. By the way, it’s very easy if you follow our system (NOT a sales effort, anyone can do it, and it’s FUN). Again, you need a website before you can complete the above.
FOLLOWING ARE SERVICES I SUGGEST YOU CONSIDER:
Website building, I.T., Google AdWords, graphics
Doug Bonoff
Cell: 401-862-1864
Eastern Time Zone
Minimum investment $500.
Premium website building, I.T., Google AdWords, social media, content creation, graphics
Kyle Lewis
Marketing 360
Cell: 970-614-1263
Mountain Time Zone
Minimum investment $995.
In-person locating and training
Joseph Degesualdo
Cell: 303-818-9268
Mountain Time Zone “if” not traveling.
Minimum investment $3,000.
Direct mail (cost is under $600 per thousand, large 4-color post cards, all inclusive)
John Rapoza
Sunstate Marketing Solutions
johnr@sunstateprint.com *SEE BELOW BEFORE CONTACTING
623-521-2550 *SEE BELOW BEFORE CONTACTING
Mountain Time Zone
Minimum investment $600.
(3) DIRECT MAIL
I’ve had great success with direct mail over the years. It’s one of the most cost-effective, fast, and efficient methods to obtain locations in my experience. Mailings are dialed in and targeted to exactly the type of businesses we need, which report having at least 50 to 250 employees (the “sweet spot” for these HSM markets) and which are in the tight geographical area you designate. Currently, businesses don’t receive as much direct mail so it gets more attention. A great direct mail campaign can get from 1% up to 3% response from interested businesses. I’ve gotten as high as 10% on some campaigns. If you assume for the moment that you’ll receive even just 1% (results not “guaranteed”) here’s how that would look:
Mailing 1000 large 4-color postcards costs less than $1,000 and that includes everything, you don’t even touch it (printing, handling, mailing list postage, etc., all included). If you receive 1% response that’s 10 potential locations. Since they’re already interested and pre-qualified and in your area you could conceivably nail down half or more. If you end up with 5 locations that amounts to only $200. each. All you need to do is handle the response as we train you to (watch for “Locating Tips” in your email, coming soon).
*See the direct mail postcard sample attached.
If you want an even higher response simply follow up with a phone call shortly after the mailing is received, or better yet, drop by with a gift box. *See below for information about our gift box program.
I recommend you ask that the direct mail be timed for delivery on Tuesday, Wednesday or Thursday. Those are the best arrival days.
Just for your knowledge Fed Ex Office is the largest company in the USA that you can outsource direct mail to. *However, the company I use is lower cost and offers better service in my opinion. See Sunset Marketing Solutions, above.
(4) GIFT BOX LOCATING PROGRAM
This is very effective if you have the time and interest to drop by local businesses. NO sales experience is required or even advisable. This is NOT a sales job. Anyone can do it and have fun in the process. Cost should be less than $5. each and the results can be very impressive. Here’s the concept:
You create a gift box offering some of the products you will be offering in your markets (see Merchandising Plan, coming in your email soon). Buy the boxes at http://Uline.com or http://Tharco.com or http://TheContainerStore.com. Uline will likely be the lowest-cost source. Fill them with snacks. Attach the sticker.
*See the gift box sticker sample attached.
The sticker is basically your brochure, simply affixed to the box, but since it’s attached to yummy snacks it stays in front of the decision-maker. It’s similar to the direct mail postcard but is much more highly seen. Much higher response rate. My advice:
Make up 50 to 100 or more. Drop by a prospective location and say ONLY the following: Walk up to the gatekeeper (receptionist or whoever greets you). Say “Hi, I’m _____ with Healthy Smart Mart™ and I’m just dropping off a gift. Who makes the decisions about your breakroom vending machines and refreshments?” QUICKLY JOT DOWN THE NAME or make a point to remember it. Then hand them the gift box and say “Would you please make sure that ______ receives this? Thanks so much!” THEN LEAVE.
For better results, CALL the decision maker in one or two days and just ask them if they “received the gift box” that you dropped off. They WILL know and remember who you are since gift boxes are not common and are much appreciated. As a courtesy, they will at least look at the sticker (good enough) and maybe your website. Ask if they “have any questions.” If so, that’s a great sign! This pitch or response is just this simple: “FREE 30-day trial… ALWAYS free… CO contract… cancel ANYtime… and keep your vending machines “if” you like.” That’s ALL you need to remember. The goal is just to get in the door and get them to try it out, knowing that retention is very high. Refer to the email titled “Locating Tips” for the information you need to simply and easily nail down locations (watch your email).
Can you do this? Of course, you can! We’ve got team members having a blast delivering gift boxes. One lady brings her grandson with her and she’s getting locations easily. At $5 each a total of 50 boxes would only cost you $250. If you delivered 50 boxes how many locations do you think you’d get? If you handle it as you’re taught you should get at least a couple and maybe 5 or more. Again, look at the cost per location! $250 divided by however many you get is CHEAP!
Where do you drop off the gift boxes? That’s were our targeted location list comes in. Ask your Account Rep to create it for you. He/she will provide you with a couple hundred potential locations in a tight geographical area which meet our ideal criteria. They will be delivered to you in TWO ways: (1) One will be a list of all businesses on a spreadsheet. This will include the business name, contact person’s name, address, type of business, number of employees and other information. ALSO, (2) this information will be delivered using a “map tool” which you will have on your smart phone. You’ll be able to see all locations as red dots on a map. Look for the one closest to you and go there. Hover over the dot and the name is displayed. Click on the dot and all the detailed information is revealed. This makes your placement efforts very efficient rather than zig-zagging around. You can drop off 20 gift boxes very quickly.
(5) BROCHURES/FLYERS
In the alternative, you could “hand deliver” flyers rather than mailing them and with no gift box. Some team members like doing that. It is less efficient but if you have the time (and interest) it’s very low cost.
*See brochure attached.
(6) FREE GRAPHIC DESIGN SERVICES
If you’d like us to send you a .pdf file suitable for printing the flyer or gift box stickers let us know (direct mail printing is done by the provider). All you have to do is upload that file to http://VistaPrint.com or http://GotPrint.com and they’ll have them to you in short order and at low cost. Simply email your request and provide ALL of the following information: (a) Your first and last name as you want it to appear. (b) Your business name if any (you don’t necessarily need one other than branding as Healthy Smart Mart™. (c) Your domain name (get your website underway first). (d) Your phone number (while you’re getting started you may want to use your cell number as you shouldn’t be getting many calls and you’ll want to be readily available). (e) Your email address (consider Info@YourDomainName.com as it’s much more professional than @gmail (or similar) and really doesn’t cost much. Ask your website builder for details). *Be sure to send ALL of the requested information to avoid delays (*if something is not applicable simply “say so”… do not just omit it without comment).
A WORD ABOUT DOMAIN NAMES
It’s very important that you follow these “marketing rules” when choosing a domain name for your website: ALWAYS register a .com (NEVER .net, .biz or anything else). Do NOT use any numbers, dashes, hyphens or dots (in the name itself). Choose names that are easy to spell, pronounce and remember. TRY and keep it under 20 characters if possible (or not much over). Naturally, you want to do your best to come up with words or a phase that are applicable to your business. You’ll be surprised just how many great names are available if you just get a little creative. TIP: Use https://www.thesaurus.com to look for synonyms (similar words). Switch them up… change the order. Check availability here: https://lookup.icann.org (nowhere else, some sites will steal your name if you don’t register immediately). If it’s not already registered you can do so here: https://www.godaddy.com. HAVE FUN with this!
We will go over this further at your Planning Session. Again, watch for that email or send me an email or text request
After receiving and reviewing, please let me know if you have any questions.
Text: (970) 222-8582
Call: (970) 222-8582
Email: Support@Livefree.com