Washing Machine Dealers - Marketing Gold Mine strategy
Marketing strategy for small businesses right from Brand Building to customer acquisition and retaining customers with your business for a long time have been discussed and explained with the proper examples. The details covered below are tried and tested methods of current marketing requirements.
Basic Requirements for marketing small businesses
1.
Website
Website
must be in-scripted with at least 100 key words (Laundry, Washing Machine,
Laundry Equipment, Selection of washer, selection of dryer..Etc.). Keywords
selected should be of high volume and low completion, which helps in ranking
the website on the first pages of that particular keyword. Ranking the web
site on early pages means that there will be more organic searches through the
google.
It
should also carry different website menus like…
Home
Likewise, purpose
of the web site should be clearly described. Directors vision to help the
laundry sector with all the available solutions under one roof.
Washer Extractors
All
the technical know how’s with the appropriate images. All types and sizes to be
covered with additional information on the capacities of machines required to wash
laundry load per day, say 8 hrs working.
Dryers
All
capacities to be covered with technical details and the capacity of dryer required
for weight of load to dry in a day.
Ironing Equipment
On the whole this
includes ironing tables with inbuilt vacuum and steam generators and utility
presses of different sizes and capacities. A little more explanation on it’s
commercial washing machine and allied equipment for industrial laundry. Laundry Handling Equipment.
Tunnel
Washer
Functions, applications,
design and technicalities.
Innovative
Equipment
We
also deal in special laundry equipment which we have collaborated with the
other manufacturers with the service contract from our end.
1.
Bead washers
2.
Magnetic washer techniques
3.
Digital smell technology incorporated in
washers.
5.
Orbit Spherical Washing Machines
6.
Ultrasonic dryers
Laundry
Accessories
Many people inquire about small
accessories required in the laundry process like
1 Permanent marker (can be used as label) for the
clothes.
2 Tagging Machines
3 RFID Labels
4 Trollies
5 Stands
6 Baskets
7 Racks
8 Portable ironer
9 Steam Irons etc.
2.
LOGO DESIGN
Different types of logos
and how to use them.
1. Monogram logos (Letter Mark)
This
type of logo consists of letters of brand names like IBM, HP, NASA, CNN,
ONGC... This are the initial letters of the lengthy names. These names are used
as brand identification of the company with long names.
2. Word Marks (Fond Type)
This
is fond identification of company names having distinct names like Coca Cola,
Google etc. With the strong typography it becomes catchy and creates brand
recognition as it is easily memorized. It is applied when the companies have
distinct names. New businesses with this type of logo can get fast recognition in
the market.
It
is also called a brand mark or logo mark, it is a graphic based logo. It is
the image that comes to our mind when we think of the product. When we think
of mobiles an apple comes to mind, when we think of social media twitter bird
comes to mind. When selecting a pictorial logo, the entire company should
stick to the mind.
It is generally used for
established brands.
4. Abstract Logo
Nike’s
right tick mark (Swoosh), Pepsi's divided Circle, Adidas flower are examples
of abstract logos. It is a unique representation of your brand. It condenses
brands into a single image.
5. Mascots
It
has an illustrated character that represents your company. KFC, Mac’D joker,
Child pic on Parle, an Amul Butter, etc. It appeals to children and families. It
increases customer interaction and can be a great tool for internet marketing.
It
is a combination of letter marks and pictorial marks like Burger King and Pizza
Hut.. In this form both the text and icon are working together to enforce your
business. It is a versatile and most popular choice of logo.
7. Emblem Logo
Fond
inside a symbol. These logos have a traditional appearance. Hardly Davidson,
Starbucks Coffee.. It gives a
traditional look. The food and beverage industry, schools and college logos where
trust and tradition has to be emphasized.
Pictorial
look of some of the branded logo samples.
3.
MARKETING PLATFORMS
However there are several
platforms where the products can be uploaded to increase the market presence,
for example..
INDIA MART / TRADE INDIA
/ ALIBABA / JIM TRADE / TRADEFORD GO4WORLD BUSINESS / WEBDEAL INDIA /
POWER2SME.COM / INDUSTRY BUYING . COM / BIZONGO.IN / TOLEXO.COM /
JUSTBYLIVE.COM / AMAZON SELLER / THOMASNET / GLOBAL SOURCES / TRADE KEY /
INFODRIVE INDIA.COM / INDIANINDUSTRY.COM / MILMILA.COM / YELLOW PAGES-10 NOS. /
MOUTHSHUT.COM
Startupindia.gov.in / Vendaxo.com
(Second hand Machines) / Defproc.gov.in / Serviceonline.gov.in / Udyam
Registration(Udyog adhar) Nuclear power corporation / HLL infratechservices ltd
Govt.of india-All hospitals / Hllhites.com / CAC portal(Nigeria) / Defproc.gov.in
/ Go4worldbusiness.com / Worldbiz.in / Eproc.karnataka.gov.in / Mahatenders.gov.in / Arogya.maharashtra.gov.in
/ Niti.gov.in / Eprocure.gov.in / Etenders.gov.in/
4.
DIGITAL MARKETING PLATFORMS - SOCIAL MEDIA
FOR GENERATING LEADS
Facebook/ Instagram/
YouTube/ WhatsApp/ Messenger/ Twitter/ Quora/ LinkedIn/ Snapchat/ Pinterest/
Telegram/ Medium/Mass Mailing.
Instead of working on all
these platforms we should select two or three platforms and concentrate on it.
Generating leads without ads for Marketing Small Business
1. Answering the questions on Quora and dropping the website link.
2.
Create free pages on the Google site and
promote the company website.
3.
Mass mailing to the leads on hand by
creating awareness of company business activities.
4.
Writing articles like how to start a laundry
business, where to find financial assistance for start-ups, helping them in
starting their business by answering their online queries and promoting company brand.
5.
Create a story of how this company started. It's journey into the laundry business as a pioneer and sharing it on social media to
build the engagement of the reader and build trust.
6. Gathering reviews from the readers and asking for their ideas to improve our equipment and service.
Facebook and LinkedIn Ads
While
running advertisements on any platform there are lots of criteria to be
considered to get the targeted audience and not to gather unnecessary unwanted
leads.
1.
Location:
We have to select the
territory where the advertisement will be shown.
2 .
Select the crowd:
Proper selection of the
audience to whom this advertisement is to be shown. Whether we have to target the
resident, immigrants, visitors etc.
3.
Age Criteria:
Select the proper age
group to whom our advertisement is shown. If we are concentrating on the
start-up, then the age group will be between 25 and 35 age groups.
If we are targeting to
sell equipment to laundry owners then we have to target the age group from 35yrs
and above and members of laundry groups on Facebook who are working in the laundry
industry.
4.
Traveling Habits:
Frequent traveler by
flight.
5.
Online Habits:
Frequently ordering
branded clothes online and maintaining luxury four-wheelers like BMW/Mercedes.
6.
Business Ethics:
Owner of multiple
businesses
7.
Investments:
Regular investor through
a Demat account.
Google Ads
Whenever running a Google advertisement to promote any of the
products, you need to offer a special discount for booking the machine within a
particular time. Just running an advertisement may not generate leads. Special
attractive offers and a call to action have to be there to convert the
visitors into valuable leads.
Brand positioning comes after segmentation and targeting.
5 Brand Positioning Strategies
Quality
Positioning---Tropicana juice-100% real fruit juice—(Quality
of our product..)
Price
Positioning----Premium and value positioning. (Our
product beats the market WRT price)
Benefit
Positioning—30 minutes delivery..says Domino's (Additional
benefits of the brand)
Solution
(Problem Solving) Positioning—(Prompt Service
provider).
Subjective
Positioning (Competitor's position-Gillette says the
best man can get.(Your position with respect to the Client).
Strategic design positioning (Strategically design positioning statement)
Identify the target audience. Communicate the value that the brand aims to create. (Unique Selling Point). Understanding the audience.
Tag Lines of some brands
I believe that the tag
line should be simple to understand. (To reach the Masses to understand and
remember)
Nike ---Just do it
Apple—Think different
Philips ---Innovation and
You
Raymond---A Complete man
Consistent efforts of
promotion are very important.
Dominate
One Segment: Product Segmentation / Area Segmentation.
Advertisement Categories
Direct mail
News Adds
Television commercials
Billboards
Digital Marketing
Inbound and Out bond
Inbound
Marketing
Bringing the customers to
the company
Example: PPC and SEM
Outbound
Marketing
Focuses on finding Customers
Eg. Cold calling / Advertisement in the mail
Digital
Marketing
Eg Mobile
Marketing—Discounts and text promotion codes
PPC
Content Creation
Create google business
page
Email Marketing
–Mailchimp
Search Engine Land
Here is the list of entire marketing strategies.
1. Viral Marketing
2. Public Relation—
3. Unconventional—Stunts
4. S.E.M.- Social and Display ads,
5. Offline ads
6. S.E.O.—Optimizing the website, Organic
Traffic
7. Content Marketing—Giving Knowledge to the
customers
8. E-Mail Marketing
9. Engineering as Marketing Software as a
tool for marketing (Loan Calculator)
10. Targeting Blog
11. Business Development - Mouth to mouth
12. Sales-Added value for small price Mac’D
13. Affiliate Marketing
14. Existing Platforms - Amazon/Trade India
15. Trade Shows
16. Offline Events
17. Speaking Engagement-Reviews
18. Community Building - Like Meesho does.
Note:
We are trying here to create the exact persona of the buyer to generate the exact
lead as required. Generating 5 solid leads per day is always better than
generating 50 non-targeted leads per day.
This
is what may be sufficient to start with. Other promotional activities like
event promotion, participating in trade shows, approaching the other product
manufacturer for join advertisement for mutual benefits and automatic promotion of the product once the brand is
established.
