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Test Your Marketing "Savvy"
Posted by Bud Abraham
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Test Your Marketing "Savvy" February 07, 2004 06:44PM |
Registered: 17 years ago Posts: 3,550 |
<HTML>You can be the best detailer in town, but that does not mean customers will beat a path to your door or trailer.
You have got to understand marketing and have a good marketing plan. Keep in mind "advertising" is not marketing, it is only a part of a marketing plan, and without a marketing plan you are wasting your advertising dollars.
Or developing a "pricing strategy" without a marketing plan is wasted motion.
To help you know what you know or, do not know about marketing take this short quiz. The score will reveal two things:
1. If you need to know more about marketing and,
2. If you need to work smarter on your marketing efforts
DIRECTIONS:
Answer the following questions. Each question is worth 5 points. Determine how savvy you are or not. See scoring instructions at end of test:
1. How you determined who your target market is? Y__ N__
2. Are you tracking your advertising returns? Y__ N__
3. Do you have a written marketing plan? Y__ N__
4. Do you know the difference between marketing & sales? Y__ N__
5. Do you know the components of developing an ad & how to
structure them Y__ N__
6. Are you familiar with at least 3 of the following terms --- branding;
positioning; copy; features; benefits? Y__ N__
7. Are you regularly marketing to your customer base? Y__ N __
8. My prices are based on my cost of doing business, rather than
the competition, or what I think the customer will pay? Y__ N__
9. Are you familiar with the term "adding value" as it relates to
marketing? Y__ N__
10. Do you know how to get publicity? Y__ N__
11. Do you know what "networking" means, and how to do it? Y__ N__
12. Are you familiar with the advertising terms "reach" & "frequency?"
Y__ N__
Remember you are not in the detailing business, you are in the marketing business, whether you know it or not or like it or not. The more you learn to market your business, the more successful you will be.
SCORING
Each question is worth 5 points. For each one you answered "yes" to give yourself 5 points. Be honest, you only cheat yourself.
If you scored between "0" and "30 you need marketing education. Find a place or person to get it from now.
If you scored between "30' & "50" you can get by, but you should continue to learn more and work on your marketing efforts.
If you scored over "50" you have a good handle on marketing terms. However, if you are not getting the results you desire it could be that you have "head knowledge" but do not know how to or are not implementing a marketing plan properly. You need to get a marketing plan that will help you determine why you are not getting better results.
If I can help you contact me personally.
Good marketing.
Bud Abraham
buda@detailplus.com</HTML>
buda
You have got to understand marketing and have a good marketing plan. Keep in mind "advertising" is not marketing, it is only a part of a marketing plan, and without a marketing plan you are wasting your advertising dollars.
Or developing a "pricing strategy" without a marketing plan is wasted motion.
To help you know what you know or, do not know about marketing take this short quiz. The score will reveal two things:
1. If you need to know more about marketing and,
2. If you need to work smarter on your marketing efforts
DIRECTIONS:
Answer the following questions. Each question is worth 5 points. Determine how savvy you are or not. See scoring instructions at end of test:
1. How you determined who your target market is? Y__ N__
2. Are you tracking your advertising returns? Y__ N__
3. Do you have a written marketing plan? Y__ N__
4. Do you know the difference between marketing & sales? Y__ N__
5. Do you know the components of developing an ad & how to
structure them Y__ N__
6. Are you familiar with at least 3 of the following terms --- branding;
positioning; copy; features; benefits? Y__ N__
7. Are you regularly marketing to your customer base? Y__ N __
8. My prices are based on my cost of doing business, rather than
the competition, or what I think the customer will pay? Y__ N__
9. Are you familiar with the term "adding value" as it relates to
marketing? Y__ N__
10. Do you know how to get publicity? Y__ N__
11. Do you know what "networking" means, and how to do it? Y__ N__
12. Are you familiar with the advertising terms "reach" & "frequency?"
Y__ N__
Remember you are not in the detailing business, you are in the marketing business, whether you know it or not or like it or not. The more you learn to market your business, the more successful you will be.
SCORING
Each question is worth 5 points. For each one you answered "yes" to give yourself 5 points. Be honest, you only cheat yourself.
If you scored between "0" and "30 you need marketing education. Find a place or person to get it from now.
If you scored between "30' & "50" you can get by, but you should continue to learn more and work on your marketing efforts.
If you scored over "50" you have a good handle on marketing terms. However, if you are not getting the results you desire it could be that you have "head knowledge" but do not know how to or are not implementing a marketing plan properly. You need to get a marketing plan that will help you determine why you are not getting better results.
If I can help you contact me personally.
Good marketing.
Bud Abraham
buda@detailplus.com</HTML>
buda
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Re: Test Your Marketing "Savvy" February 07, 2004 07:04PM |
Registered: 17 years ago Posts: 435 |
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Re: Test Your Marketing "Savvy" February 07, 2004 07:12PM |
Registered: 17 years ago Posts: 3,550 |
<HTML>Come on Phil, you and I both know you are a great deal smarter than that. And, you know a lot more about marketing than you let on.
But, if you need help let me know. But you have to do some of your own homework.
Answer these questions on paper:
What are you selling?
Who will buy it?
Why?
Where are they?
How do you reach them?
What do you say to them?
Is price, or what is price do you charge?
With this information we can begin to develop a marketing plan.
Regards
bud A</HTML>
buda
But, if you need help let me know. But you have to do some of your own homework.
Answer these questions on paper:
What are you selling?
Who will buy it?
Why?
Where are they?
How do you reach them?
What do you say to them?
Is price, or what is price do you charge?
With this information we can begin to develop a marketing plan.
Regards
bud A</HTML>
buda
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Re: Test Your Marketing "Savvy" February 07, 2004 07:56PM |
Registered: 17 years ago Posts: 74 |
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Re: Test Your Marketing "Savvy" February 07, 2004 09:29PM |
Registered: 17 years ago Posts: 3,550 |
<HTML>Gary:
As we tell DIY who come here looking for advise on how to correct a problem on their car, "go to a professional detailer."
I might say the same to you, have a professional advertising person help you with ads. You are not an advertising professional you are a professional detailer. Let those who are good at what they do help you.
You do have to know marketing to the extent that you have know what you are marketing and to whom.
After that you should get professional help.
If you do want to learn more about advertising I would look at the library for books on basic advertising. You will find something in these books on how to make an ad. In fact, the textbooks from Universities are good for this.
REgards
Bud A</HTML>
buda
As we tell DIY who come here looking for advise on how to correct a problem on their car, "go to a professional detailer."
I might say the same to you, have a professional advertising person help you with ads. You are not an advertising professional you are a professional detailer. Let those who are good at what they do help you.
You do have to know marketing to the extent that you have know what you are marketing and to whom.
After that you should get professional help.
If you do want to learn more about advertising I would look at the library for books on basic advertising. You will find something in these books on how to make an ad. In fact, the textbooks from Universities are good for this.
REgards
Bud A</HTML>
buda
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Re: Test Your Marketing "Savvy" February 08, 2004 12:55AM |
<HTML>I scored a 30 but since Im across from my main customer"Dealer" whom sells 250-400 cars wholesale and quarter of this is retail"He's one of NC largest wholesell dealers I cant worry about marketing and such!My biggest worry is parking,last week he sold the city of Charlotte 14 cars we had to have ready in 4 days ,plus the other 6 dealers I do work for, plus my window tinting,some one tell me about how to market parking!!!Bud that test should wake up a few whom depend on the public!!</HTML>
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Re: Test Your Marketing "Savvy" February 08, 2004 01:34AM |
Registered: 17 years ago Posts: 74 |
<HTML>Bud,
I am not just a professional detailer, I am also a business owner and entrepreneur. You seem to think that all detailers are dummies that need to read the "E-Myth" over and over until they realize that they are too stupid to run their own businesses.
Running a detailing business is not rocket science. You don't need to outsource everything to a professional. You don't need a marketing degree to create effective advertisements anymore than you need an MBA to run the business or a CPA to figure out how to write off vehicle expenses.
There is a wealth of information on the web and in books. Anyone with minimal intelligence can handle these things by themselves with a little bit of self-education.
I am about to start working on a bechelors degree in business administration so I can move on to bigger business... but I don't need that kind of training just to run a one-man mobile detailing business.</HTML>
I am not just a professional detailer, I am also a business owner and entrepreneur. You seem to think that all detailers are dummies that need to read the "E-Myth" over and over until they realize that they are too stupid to run their own businesses.
Running a detailing business is not rocket science. You don't need to outsource everything to a professional. You don't need a marketing degree to create effective advertisements anymore than you need an MBA to run the business or a CPA to figure out how to write off vehicle expenses.
There is a wealth of information on the web and in books. Anyone with minimal intelligence can handle these things by themselves with a little bit of self-education.
I am about to start working on a bechelors degree in business administration so I can move on to bigger business... but I don't need that kind of training just to run a one-man mobile detailing business.</HTML>
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Re: Test Your Marketing "Savvy" February 08, 2004 01:47AM |
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Re: Test Your Marketing "Savvy" February 08, 2004 05:13AM |
Registered: 17 years ago Posts: 435 |
<HTML>I will gladly accept any help you can offer Bud. This for me is a drastic change in pace and am about to move out from under Disneys wing and go full time. Talk about the jitters. I feel like the smart man is the one who understands he does not know what he does not know. I run a mobile detail shop and no, it is not rocket science but it is chemistry and marketing and business skills and people skills and so much more. I am no moron but I am stupid in at least.....all of these areas and if I want to succeed (which I do) I will gladly go to those who know know for help.
My arrogance has been so costly in the past.</HTML>
My arrogance has been so costly in the past.</HTML>
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Re: Test Your Marketing "Savvy" February 08, 2004 08:01AM |
Registered: 17 years ago Posts: 3,550 |
<HTML>Gary:
Who said detailers were dummies. You miss the entire point. No one person in any business can be good at everything.
In business you have to focus on what you are good at and leave the other things to people who are good at those things.
That is the problem with a small one man business, it is "rocket science' to run a business that requires you be everything. Most of the guys doing detailing are detailers, not accountants; marketing specialists; advertising agencies; human resource specialists, etc.
If you are, then God has really blessed you.
I know my limitations as a business owner and I can tell you I am not an accountant; a product engineer; a chemist; a human resources person, hell I am not even a good general manager. But I know what I don't know and I have people, either employees or outside contractors, who are good at the things I am not good at.
That is the point of the E Myth for a small business person to know what they don't know and get someone to help them.
Regards
Bud A</HTML>
buda
Who said detailers were dummies. You miss the entire point. No one person in any business can be good at everything.
In business you have to focus on what you are good at and leave the other things to people who are good at those things.
That is the problem with a small one man business, it is "rocket science' to run a business that requires you be everything. Most of the guys doing detailing are detailers, not accountants; marketing specialists; advertising agencies; human resource specialists, etc.
If you are, then God has really blessed you.
I know my limitations as a business owner and I can tell you I am not an accountant; a product engineer; a chemist; a human resources person, hell I am not even a good general manager. But I know what I don't know and I have people, either employees or outside contractors, who are good at the things I am not good at.
That is the point of the E Myth for a small business person to know what they don't know and get someone to help them.
Regards
Bud A</HTML>
buda
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Re: Test Your Marketing "Savvy" February 08, 2004 08:13AM |
Registered: 17 years ago Posts: 1,838 |
<HTML>Bud,
I get your point 100% and am greatful to have someones like you posting and helping us out on here. Not all of us but most of us are one man operations and find it easy to run a small business. Now you're company, on the other hand, you'd have to be Jesus himself to run half of it yourself.
I do my own recordkeeping, taxes, profit & loss statements. I developed good speaking skills for phone conversations with customers, and learned personal communications. I know who my target customers are and after learning on here, I know what to write them and say to them. If we were to run a big business company, then yes, we'd need MBAs and outside sources to do the paperwork. In our one man operations, if something goes wrong, we can fix it ourselves.
Gary is right and you are right. Just different side of the spectrum.
P.S. - I picked up the E-Myth and I have to be honest, that was one of the most boring books I've ever read. A good book for those of you who want to improve your personal/financial life is The Automatic Millionaire by David Bach. Noiw thats a great read.</HTML>
Take care,
Brian
Precision Auto & Marine
Learn to detail boats! Visit www.detailtheboat.com
I get your point 100% and am greatful to have someones like you posting and helping us out on here. Not all of us but most of us are one man operations and find it easy to run a small business. Now you're company, on the other hand, you'd have to be Jesus himself to run half of it yourself.
I do my own recordkeeping, taxes, profit & loss statements. I developed good speaking skills for phone conversations with customers, and learned personal communications. I know who my target customers are and after learning on here, I know what to write them and say to them. If we were to run a big business company, then yes, we'd need MBAs and outside sources to do the paperwork. In our one man operations, if something goes wrong, we can fix it ourselves.
Gary is right and you are right. Just different side of the spectrum.
P.S. - I picked up the E-Myth and I have to be honest, that was one of the most boring books I've ever read. A good book for those of you who want to improve your personal/financial life is The Automatic Millionaire by David Bach. Noiw thats a great read.</HTML>
Take care,
Brian
Precision Auto & Marine
Learn to detail boats! Visit www.detailtheboat.com
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Re: Test Your Marketing "Savvy" February 08, 2004 11:57AM |
<HTML>
Author: Gary Giffin
Date: 02-07-04
QUOTE:
Bud, I am not just a professional detailer, I am also a business owner and entrepreneur. You seem to think that all detailers are dummies that need to read the "E-Myth" over and over until they realize that they are too stupid to run their own businesses.
Gary Giffin,
Sometimes people will just continue to argue about how something 'can not be done' until they have convinced 'themselves' that it 'can not be done'.</HTML>
Author: Gary Giffin
Date: 02-07-04
QUOTE:
Bud, I am not just a professional detailer, I am also a business owner and entrepreneur. You seem to think that all detailers are dummies that need to read the "E-Myth" over and over until they realize that they are too stupid to run their own businesses.
Gary Giffin,
Sometimes people will just continue to argue about how something 'can not be done' until they have convinced 'themselves' that it 'can not be done'.</HTML>
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Re: Test Your Marketing "Savvy" February 08, 2004 02:01PM |
Registered: 17 years ago Posts: 74 |
<HTML>Don't get me wrong... I agree that a small business owner needs to recognize his limitations and delegate tasks to other people and/or outsource to a professional when necessary.
My point is that if you're starting out like most mobile detailing business start out, you don't have the money to spend on CPAs, advertising agencies, etc. You can save a lot of money by doing many of these things yourslef until your business generates enough revenue to pay someone more experienced to do it.
If you have a fat wad of cash to invest in your business, you can probably afford to hire professionals to do those things for you. I just don't think the majority of one-man mobile detailing business investors have that kind of cold, hard cash... If they did they would probably invest in a business that requires less sweat equity.</HTML>
My point is that if you're starting out like most mobile detailing business start out, you don't have the money to spend on CPAs, advertising agencies, etc. You can save a lot of money by doing many of these things yourslef until your business generates enough revenue to pay someone more experienced to do it.
If you have a fat wad of cash to invest in your business, you can probably afford to hire professionals to do those things for you. I just don't think the majority of one-man mobile detailing business investors have that kind of cold, hard cash... If they did they would probably invest in a business that requires less sweat equity.</HTML>
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Re: Test Your Marketing "Savvy" February 08, 2004 04:32PM |
Registered: 17 years ago Posts: 3,550 |
<HTML>Brian is correct in that he, Gary and I are all correct, but from different points of view.
The issue I was bringing up was not that you all were not capable of doing many of the things required of a small business, but only that you needed to be aware of what those things were and be certain they were taken care of. If you can run your detail business in all aspects, God bless you.
However, keep this in mind, it wil be difficult to grow beyond a "one-man" operation if you continue to try and do everything. That is proven in the annals of American business history.
Brian as for saying you found the "E Myth" boring I am very disappointed.
Regards
Bud A</HTML>
buda
The issue I was bringing up was not that you all were not capable of doing many of the things required of a small business, but only that you needed to be aware of what those things were and be certain they were taken care of. If you can run your detail business in all aspects, God bless you.
However, keep this in mind, it wil be difficult to grow beyond a "one-man" operation if you continue to try and do everything. That is proven in the annals of American business history.
Brian as for saying you found the "E Myth" boring I am very disappointed.
Regards
Bud A</HTML>
buda
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Re: Test Your Marketing "Savvy" February 08, 2004 05:32PM |
Registered: 17 years ago Posts: 74 |
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Re: Test Your Marketing "Savvy" February 08, 2004 08:12PM |
Registered: 17 years ago Posts: 241 |
<HTML>Gary:
Hope you and your family are doing well?
What is wrong with seeking a professional for help?
You want people to choose you because you are a trained / professional detailer,
The best thing I ever did is hire a Marketing Coach.
We meet a least once a week and sometimes twice a week.
He gave me many local leeds that have turned into customers.
He helped me create a marketing plan, several ad's, postcards, flyers, business cards. Now we are working on Press releases.
These guys know how to word ad's and make them work!</HTML>
Auto Appearances Inc , Raleigh NC (919) 812-4759
Hope you and your family are doing well?
What is wrong with seeking a professional for help?
You want people to choose you because you are a trained / professional detailer,
The best thing I ever did is hire a Marketing Coach.
We meet a least once a week and sometimes twice a week.
He gave me many local leeds that have turned into customers.
He helped me create a marketing plan, several ad's, postcards, flyers, business cards. Now we are working on Press releases.
These guys know how to word ad's and make them work!</HTML>
Auto Appearances Inc , Raleigh NC (919) 812-4759
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Re: Test Your Marketing "Savvy" February 08, 2004 10:29PM |
Registered: 17 years ago Posts: 382 |
<HTML>You're absolutely right, Paul!! See the thrtead I started titled (Is anyone using a buxiness coach?" I've come to the conclusion that I cannot possibly learn everything I need to know about running a business while I'm trying to run a business and do all aspects of it....the actual detailing/painting, managing, marketing, selling, grow & expand,etc. It's just impossible for one person to learn & do in a reasonable period of time.
I think if you can hire a marketing coach or business coach who will guide you through what you need to do and when to do it, you're saving yourself a lot of time, money and aggravation by not having to try 20 things before you find the one that works.
I feel it's especially true for people in our profession that may be great technicians, but not have any background in business administration. If you look at your great business leaders and innovators, you'll find that they don't know every aspect and detail of their businesses. They may have in-depth knowledge on one or two areas, but most importantly, they have a keen understanding in being able to see the vision and they know people more than anything. They know who to hire to turn their visions into reality.</HTML>
I think if you can hire a marketing coach or business coach who will guide you through what you need to do and when to do it, you're saving yourself a lot of time, money and aggravation by not having to try 20 things before you find the one that works.
I feel it's especially true for people in our profession that may be great technicians, but not have any background in business administration. If you look at your great business leaders and innovators, you'll find that they don't know every aspect and detail of their businesses. They may have in-depth knowledge on one or two areas, but most importantly, they have a keen understanding in being able to see the vision and they know people more than anything. They know who to hire to turn their visions into reality.</HTML>
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Re: Test Your Marketing "Savvy" February 09, 2004 01:45AM |
Registered: 17 years ago Posts: 241 |
<HTML>Rod W:
Thanks.
I can't begin to tell you what a difference having this marketing coach has been.
For example. I setup at a local car show twice a year. He took time out of his schedule to check out my booth. He has tons of experience in doing shows.
I use to make ok money at this show nothing great but enough to pay the registration fee and get some good leeds. Well after we got done rearranging my booth. I increased my sale 3 times over.
I also had a ton more people coming in the booth then last time.
Also, I know more people that went to college that have NO BUSINESS SAVVY, then I know people with no college education and have more business Sense then all the college ed. people put together.
In my 29 years of work experience from being a small engine machanic to my present position as a computer programmer.
Business Savvy is more common sense then anything else.</HTML>
Auto Appearances Inc , Raleigh NC (919) 812-4759
Thanks.
I can't begin to tell you what a difference having this marketing coach has been.
For example. I setup at a local car show twice a year. He took time out of his schedule to check out my booth. He has tons of experience in doing shows.
I use to make ok money at this show nothing great but enough to pay the registration fee and get some good leeds. Well after we got done rearranging my booth. I increased my sale 3 times over.
I also had a ton more people coming in the booth then last time.
Also, I know more people that went to college that have NO BUSINESS SAVVY, then I know people with no college education and have more business Sense then all the college ed. people put together.
In my 29 years of work experience from being a small engine machanic to my present position as a computer programmer.
Business Savvy is more common sense then anything else.</HTML>
Auto Appearances Inc , Raleigh NC (919) 812-4759
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COMMON SENSE February 09, 2004 03:25AM |
Registered: 17 years ago Posts: 3,550 |
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Re: COMMON SENSE February 09, 2004 04:33AM |
Registered: 17 years ago Posts: 1,838 |
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Re: COMMON SENSE February 10, 2004 03:36AM |
Registered: 17 years ago Posts: 74 |
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