Old Dogs – New Tricks

Posted by on Sep 5, 2010 in Marketing, Social Media | 0 comments

I just spent three days traveling throughout the Midwest teaching marketing seminars for groups of HVAC contractors. While I was the teacher, I learned a few things as well.  I discovered: Omaha steaks really are better All clam shell heat exchangers look the same to me Despite what we social media junkies believe, there is still a large community of business owners who are not active on line. In each market I met business owners running profitable companies which do not have a web presence and  do not check their email regularly.  Talking to them about social media as a marketing...

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Marketing by the Numbers! – Aug. 26

Posted by on Jul 13, 2010 in Marketing | 0 comments

Good marketing begins with a budget based on the numbers which drive your business.   To help our clients and friends start this process, Howard Cox of Somerset CPA and I will team up once again to teach Marketing by the Numbers. In this workshop, we will show you how to build an ROI based budget.  Howard will show you how to calculate the Lifetime Value of a Customer, and how to use this a a starting point for your marketing budget.   I will explain the  relationship between leads and closing rates, referral percent and advertising targets to determine where you should be spending...

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Lifetime Value of A Customer Worksheet

Posted by on Apr 10, 2010 in Marketing | 0 comments

Simply click here to download the  Lifetime Value of a Customer worksheet.   It will open an excel sheet you can save to  your desktop or folder.  Please feel free to share this link with your clients and associates. For more information about our eCourses and other marketing tools, be sure to check out: Free Stuff OnLine...

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LifeTime Value of a Customer

Posted by on Jan 30, 2010 in Strategy | 0 comments

I recently taught a workshop with Howard Cox of Sommerset CPA’s.  The central theme of the class was building an ROI based marketing budget.   To do that, you must begin with a look at the numbers behind your business.  Why?  Because when it comes to marketing, it is all about the numbers. How much does your average customer spend? How many years does a client stay with you? How larger is your referral base? How good is your closing ratio? Use this worksheet to help you analyze the “numbers” which should drive your marketing decisions!  Click here to download the...

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Episode 15 – Marketing by The Numbers with Howard Cox

Posted by on Jan 15, 2010 in Marketing, Video/Audio | 0 comments

I am excited about teaching Marketing by the Numbers with  Howard Cox of Somerset CPA’s later this month.  And so when Howard came in to talk about the program details, I thought it would be fun to put together a quick podcast to give people a feel for what we would be covering in the program. One of the reasons I am so excited about team teaching with Howard is that I have always felt good marketing is all about the numbers.   While the creative execution is emotionally based, the decisions of how much, when and where should be financially based. Click here to listen to the...

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