Marketing Hot Seats 3

This is the third set of hot seats.

Kamron Karington:

Kamron owned a pizza store and started helping other pizza owners market their businesses.

He does email marketing. He sends the right message to the right person at the right time based on their buying habits.

His website is smart.repeatreturns.com

He has 7 services. Is this confusing?

John talks about using the language the prospect understands and breaking down his sales process to determine how the conversation has to go.

They talk about different methods of presenting the service to the client. Who keeps the data? What is the pain of canceling his service?

He needs to find one “piece of magic” that will hook the client, then mention the other services.

Jeramy Jennings:

Jeramy’s family runs an heirloom seed company. There are 2 main businesses: A site that targets “preppers” (Survivalists who are preparing for the end of the world) and a regular heirloom seed company.

He has 2 sites:

Survival Seed Bank (Buy 1 Seed Bank Get 1 Seed Bank Free Offer)

https://heirloomsolutions.com/

They discuss:

• using different sites targeted to different markets.
• learning the language of each market, especially one like the preppers, who use terms that most people would not understand at all.
• how to sell using direct response

John also suggests that he use a “treasure map”

Kamron Karrington:

He bought a pizzeria in 1994 and was successful

In 2002 he wrote a manual for other pizzerias and became the go to guy for the pizza industry

Today he has a company called Repeat Returns and helps brick and morter companies. He looks at customers’buying behavior and sends the right message at the right time.

He has 7 offerings and wants to know if that is too many.

He works with several types of B&M businesses.

His site www.repeatreturns.com.

They have 2 core offerings: Bring in more customers and get them to bring their friends.

He works with independents and franchises.

5:05 Customers say they like the events, bringing back lost customers, Facebook

His questions: Are there too many features and what would be a good hook.

6:35 The fact that this is a done-for-you service is hidden way down on the site. He loses people as they have to go down. He should put that further up on the page.

7:15 Stan: So many people have been burned by marketers who make them give coupons. He has to downplay the use of discounts because experienced restaurant owners will turn off at that.

The average B&M owner doesn’t start out as a marketer, so they really don’t understand what goes into it.

10:10 John: He has to break down what has been successful in the past so he can codify it and repeat it. What did he do? What problem did he address?

What were their objections/complaints about other marketing consultants.

Try to find the simplest offering. He is really delivering magic. Make a simple promise and emphasize that the prospect can bring in more business without discounting.

14:15: Suggestion from the audience: Split the offer into 2 levels.

15:20 He is dealing with people who have been burned, and the easiest thing for them to do is say no.

16:00 Can he use Sysco to help market it?

17:28 Harlan: He should try the Dean Jackson model: Until you are successful you don’t owe me a dime. He would have to qualify them first.

19:00 Stan: Is there pain for the customer in leaving his service? There is some because their FB app will go dead and their promotions will stop.

22:04 Stan says he should try testing different offers to see which is the most popular. He has agents in the field but is not terribly good at getting feedback from them?

24:04 John outlines the benefits of his program. which are not addressed on his website. He also summarizes a lot of the objections the prospects may have.

26:45 Where is the traffic coming from? He did use Google Adwords and affiliates but that is not working well. Right now he is relying on organic traffic. They didn’t pursue this because of time constraints.

****************************

Jeremy Jenkins

He owns an heirloom seed company. They also have a self-reliance company and people were asking for seeds.

There are 300 – 400 types of seeds and don’t know the best way to sell them using direct marketing.

How can they stand out as a new company? They have a lot of competition.

30:50 Most of their traffic is currently coming from current customers.

32:16 Kevin Rogers: Have they looked at other markets where people may want to buy seeds? Have they gotten into hydroponics?

They currently only offer seeds but have been looking into other products.

He suggests that they go more for the preppers with a fear-based message.

34:50 John suggests that he run everything by his uncle, who is a prepper.

Harlan: No mention of the benefits: nutrition, short growing season, etc.

His current site is too friendly. It would appeal to gardners rather than preppers. Gardners are a totally different market.

Harlan suggests a couple of fear-based headlines. He should immerse himself in the prepper culture so he can speak their language.

39:40: It is a very complex site. John suggests that he go slower. He creates a story for the first page to get their confidence firat.

43:27 John suggests a treasure map for the home page. This will make it easier to navigate.

They also talk about dealing with designers.

47:23 Kevin says they should introduce the people on the page and tell their stories.

Richard suggests that he look into the vegan/raw market and someone else suggests he look into the urban farming market.

Stan suggests that he try to dominate individual niches rather than the entire seed market.

1. Watch the segments and write down the top 3 tips that apply to yourself and your marketing.
2. Rank them in order by how they will affect your revenue (most impact at the top)
3. Take the top tip and develop the steps you need to apply it to your own marketing.
4. Start with the first step and take action.
5. Rinse and repeat with the other steps.
6. Go back and watch the videos and repeat the steps with the next suggestions.

Kamron’s site: smart.repeatreturns.com

Jeramy’s sites:

https://survivalseedbank.com/

https://heirloomsolutions.com/