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July 1, 2008 Volume 1,
Issue 1
Also available by email to
Successful
Marketing In A Local Community Means Caring, Nurturing, Supporting Community
Youth & Building Lifelong Friendships.
Dr. Carol Cross,
Editor/Publisher
In This Issue
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Welcome To Horse Community Marketing |
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The Need For Community |
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How To Win These Customers |
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Marketing Locally By Sponsoring Local Sports
Programs |
Welcome To Horse Community Marketing
Welcome! Horse Community Marketing is a
Newsletter dedicated to the development of Horse Community Marketing as a win win
activity for horse training businesses and customers. The development and facilitation of
Horse Community Marketing is one of the most important missions of the International
Sports Adventure Institute of Arizona.
It is dedicated to creating a profitable economy by enabling our businesses to provide consumers in our lovely
planet to experience a positive experience when shopping. Horse Community Marketing
works
because it provides for the interests and need of consumers at the same time it
enables business to marketing their products.
The Need For Community
Many people are not living where
they grew up. In developed countries we move constantly. We have few roots where
we live. Everywhere we go we are strangers. It is not our normal way. We need to
be welcomed, to be made to feel okay, to have people be glad to see us. Do this
in your business and create a community. It’s not that hard to give people
what they want.
The things they need are inexpensive, even free.
Their business can be had if you give them what they are seeking. Customers are
worth a little work. The communication skills you need are very simple and easy
to do. It's vital to train your employees so these consumers get the right
message every time.
If you slip up once, they may never come back.
They will tell everyone they know - they love to talk. You can harness this
power of talk to your advantage If you are willing to make a commitment, you can
win these customers. They will be loyal for life if you treat them right.
Here’s How To Win These
Customers:
| Support What The Community Cares About |
| Target High Profit Populations |
| Provide Community And Respect |
| Understand Your Customers Interests |
| Give The Customers What They Need |
| Use Self Esteem Building Words |
| Be Courteous |
| Constantly Use Bonding and Linking |
| Make It A Pleasurable Experience |
| Create A Customer Club |
| Capture Their Friends |
| Set Up Data Base Marketing |
Call Dr. Cross at 504-783-2293 for information on
developing this kind of marketing program.
Marketing Locally By Sponsoring
Local Sports
Sports is one of the most
powerful thing in most people's life. That’s why sponsoring the local soccer
team, or little league or Pop Warner football can make your business successful.
But it’s not enough to sponsor the team. You need to develop a Horse Community Marketing
program around your sponsorship. That means a marketing plan and
developing a way to capture the names of every parent of the team you support.
Strategies for Horse Community Marketing for Businesses
It’s a bottom
line issue. People like to buy from people they like. They like to go where
people know them, like them and make them feel they belong. They like people to
call them by their name., They want to feel special. They want to be a part of a
community that cares about them. Give them these things and they will make your
rich.
Why turn your business into a club?
It’s because we all love to belong to clubs. We like having membership cards. We like to be greeted by name. We like for people to be glad to see us. Remember the longest running TV show :I want to go somewhere where people know my name We all crave that.
You can increase sales, bring in more people by building your business as a membership organization. Make your customers feel good about belonging. We all desire positive feedback, positive self esteem building words and situations. Your club gives you many chances to interact with your customers in a friendly manner.
In the club as members, customers come to feel you value them as persons. You give them the belonging they crave and you a lock on their buying power. To build your business into a club means you must learn the names and faces of your customers.
The steps you take include membership cards, photo taking, teaching your employees to build the self esteem of customers. In addition, you must truly feel that customers are wonderful and important as persons.
In each issue of Horse Community Marketing we will include calendar with 30 different marketing and business development ideas for building your business in your community. These ideas will help you create a strategic communication based Horse Community Marketing program that will build your business. If you have marketing ideas that work, feel free to send them to us for the next Marketing Calendar. We will publish your name, telephone and email along with your marketing calendar idea on our website below.
Go to Horse Community Marketing Calendar For Businesses
Make Friends With Everyone
You are not in competition with your fellow Businesses. When you look at them, see them as referral partners. They are people who can refer business to you for your mutual profit. The referral nature of community based business makes building a community the ultimate win-win business.
Everyone you meet is a potential buyer or seller of your product or service. You are allowed to pay people for referring business to you. But that doesn't mean you can't have something to give them other than money. It could be as simple as a resource sheet about the local community. Create your own community outreach program you can use to give to people who give you referrals.
If you are marketing to soccer parents (soccer is the fastest growing youth sport in America) you might want to place your own ad and distribute these resources in your community. Email to Dr. Cross for information on how you can use these as marketing tools.
What Your Customer Needs To Experience So They Keep Coming Back
What will make the customer come back again and again? What makes you go to a place? What do you have to experience to make you keep coming back?
1. The experience must be pleasant
2. The people who you meet at the place must be friendly
3. You need to feel a sense of belonging there
4. You need to have at least someone give you eye contact
5. People must talk to you in a pleasant tone of voice
6. You need to use self esteem building words.
7. The place of business must be run like a private club for very important person
Any business owner can offer these to customers. Just a little bit of practice, role playing activities and training for employees will pay off big.
By becoming a horse business sponsor, you can achieve radically increased sales and profit through:
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New sales opportunities |
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New high-level contacts |
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Enhanced image |
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Increased exposure |
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Cross marketing |
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Show promotions |
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Store promotions |
Sponsorship allows businesses to develop a one-on-one relationship with their clients/consumers. Through sponsorship you can have a presence at events and give out free samples or coupons to market your wares.
A sponsorship program can create direct sales, help people learn about your business, help you create local brand and image. By being there where the people are actively pursuing their passion or supporting their children in growth experience, the sponsor can initiate, build and develop your own community.
You can create a interactive space for finding out where customers want you to take your business. You’ll find it easy to strengthen and re-inforce your company’s brand. Customers themselves will positions your company as your community’s caring leader. You get direct access to a targeted audience.
(Continued Next issue)
For more on profitable sports marketing, contact
AIC at www.satglobal.com.
Marketing Your community business Business Through Public Speaking
Public speaking is a key way to market your business. Each issue of this newsletter will give you tips on public speaking. We will walk you through 22 steps of making a speech or presentation each issue.
Why Use Public Speaking?
There are so many new businesses starting up today, and it is surprising that most of them will fail. In order to succeed in today’s highly competitive world, it is necessary to attract people to come to you - to seek you out. That means that you have to reach out to them. In order to bring people into your business, you must first offer them a gift.
Speaking in your community is a way to give to them - to connect with them - in a non-threatening way. By developing a public speaking program you will find yourself invited to important events in your community.
The more you speak, the more people who get to know you. You have more opportunities to give your business cards, your sales literature, your printed speeches, printed articles about your speeches to potential clients and customers as the evening’s celebrity - the public speaker.
Not only does your speaker status give you celebrity status, but you get many of your speaking engagements covered by local media. Each time you speak, you can arrange write ups in local papers, trade industry papers, as well as in your own newsletter.
Customers are everywhere, and with a business or professional promotion speaking program in place, you will be out there to meet new customers.
A public speaking-based marketing program can be very inexpensive, yet very productive. Future issues of Horse Community Marketing will have sample speeches and other support for you to develop your speaking skills.
Want to use public speaking but have fears? Dr. Cross will be happy to help you write your speech, coach and rehearse you, online, and give you the inner strength to share your uniqueness with your customers.
Contact Dr. Cross at 504-783-2293 or email her at Exportfacs@aol.com
Free Seminar on Marketing community business Through Sports Sponsorship!
Want to find out how to successful adopt a Horse Community Marketing Program based on sponsorship of local sports teams. Want to find out how to profit from sports adventure activities in your community and bring these passionate customers into your business? Dr. Cross will be happy to present a seminar to your group on how to tap into these passionate, loyal customers. Just give her a call at 602-564-9241 or email to
Exportfacs@aol.com or
honducopa@yahoo.com
Is Your Community Business Safe For Customers?
Why should you care if your business is a safe place for customers?
People go where they feel comfortable. Your customers want the following things when they shop:
A. COMMUNITY
B. STRUCTURE
C. MEANING
D. A SUPERORDINATE GOAL
A. COMMUNITY
How do you give them the feeling of community?
Make them feel welcome.
Greet them warmly.
Get to know their names.
Give them eye contact.
Wait on them in the order they came in.
Don't ask for the same information every time they make a purchase.
Learn their phone numbers.
Don't call them names like girl or boy.
Post images of people or activities that matter to them.
STRUCTURE - Issue Number Two
MEANING - Issue Number Three
A SUPERORDINATE GOAL - Issue Number Four
Creating and Maintaining Your community business Customer List
Your customer list is your most important and valuable possessions as a business owner. This is in effect a cash bank where you can go for money. If you have development a Horse Community Marketing program and support the local desired activities such as youth sports teams can give you a customer list worth its weight in gold. Here are some step to profit from a customers list:
1. Find a way to capture the names in the first place. That may include membership in a customer club, couponing programs, cross promotions, supporting local sports teams, supporting community activities.
2. Make sure we keep the list updated. When we mail out newsletters and they come back, remove them for the list.
3. Teach your staff to learn to know your customers by each getting to know a group of customers.
4. Keep in contact and constantly interact with your members.
5. Keep building your customers list
Remember the power of marketing in a firm like the AIC. Because you have reach all over the world
through the internet, it doesn't matter where your customers moves, if you create a community with him or her, you can keep getting referral commission for the rest of your life. Through the
AIC worldwide network, you can keep that customers for life. He or she will always be a profit center for you.
Creating A Business Community For Referrals
We've talked about creating a community of buyers and sellers of community business . How about creating a community of fellow Businesses, title companies, mortgage companies, and fellows in the community business community you work in? How about creating a community business community? Don't just depend on the MLS. Think about creating your own community so that people come directly to you with the referrals of people who are not from their area? More about this next issue.
Recreating The Caring Community in Your Community Business
We are people of the community. We evolved in small groups and evolved into ever-larger groups. We have always known we needed the group. Our wholeness is tied up with our belonging to the group. At one time we lived in small towns and rural communities. We came together for church, social activities and for the welfare of our children. We knew everyone in our community and they knew us. People greeted us as we walked through town, validating our belonging.
As our cities have grown, so has our separation from the life of the community. We still have communities, but we move in and out of them so rapidly we hardly get a chance to know the people next door, let alone the people we see when shopping. Crowds of strangers increasingly surround us, strangers we can’t trust, whom we do not know and who do not validate us.
One of the powers of these old communities was the fact that interaction with those who validated us was so easily available. We still want a place where people are happy to see us come in, a place where we are appreciated for our self.
The key to creating a community based marketing program is the creation of a safe place. What is a safe place? A safe place is a place where:
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You Do Not Fear Being Attacked,
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You Do Not Fear Being Insulted
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You Believe That Others In The Group Really Want You To Win
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Where People Seek To Help You Achieve
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Where People Care And Seek To Nurture You
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Create a true community in your place of business. A true community where you and your staff are dedicated to building the customers self esteem. If you are in a true community, it is easy to see. Members of the group are alive, full of life, brimming over with ideas, sharing thoughts, plans, goals and activities with each other. They enjoy meeting together, and are always trying to bring more people to you business. They love being there, and more and more people are constantly drawn into to the group by personal enthusiasm and the opportunities for personal growth and empowerment.
You have picnics where your customer can come in. You have surprise prizes in your store or office. You give recognition. Your employees are trained in building customer self esteem. They know how to connect with customers through eye contact. They know how to greet the customers and make them feel they care.
And most importantly, you have trained your workers to see that each customer has dollar bills on their foreheads. And if they do not validate those customers, they are losing money for you. And you recognize your employees for how they treat the customers. You have secret shoppers, customers who are working for you to assess just how customers are treated in your store. You are committed to self esteem building.
For information on creating this in your business contact Dr. Cross at
504-783-2293.
About Horse Community Marketing For Businesses
Horse Community Marketing is a publication
of the
Dr. Carol Cross,
Director
Asociación Intibucana
de Comunicación
Barrio Lempira de
Intibuca,
Contiguo a la
cooperativa mixta de COMIXCIL
Intibuca, Intibuca,
Honduras
Email Exportfacs@aol.com
. The print version of Horse Community Marketing is published six times per year. Subscription $30 per year, add $5 outside US and Canada. Horse Community Marketing is also available as a online email newsletter. Email to
honducopa@yahoo.com for subscription.
About The International Horse Tourism Society
The International Horse Tourism Society (IHTS) has been formed to meet
worldwide businesses to utilize Horse Tourism sponsorship as a win-win marketing program for businesses. Not only do we offer support for business in developing Horse Community Marketing Program, we offer our own sports sponsorship vehicles and work with our business clients to implement successful Horse Community Marketing program. Some of the programs we offer for the use of our business customers include:
Readers may use information service, it's business information services as well as obtain a wide variety of technology and information transfer vehicles such as Special Reports, books, video tapes, cassette tapes, computer software, Interactive Distance Learning courses.
Those wanting to expand their Horse Community Marketing know-how may use the online and onsite learning programs of the International Sports Adventure Institute.
With the International Horse Tourism Society (IHTS),
YOU GET what you need to make the transition to Horse Community Marketing.
LET US HEAR FROM YOU
Since Horse Community Marketing is for you, we need to know what you are interested in. We need your articles, your experiences, your letters, your complaints, your business or investment problems whatever.
Have you developed special methods of developing a Horse Community Marketing plan, internal marketing, planning, or been involved in a sports sponsorship program? Have you found a novel way to network with other small businesses in your area through cross promotions? How about ways to get press releases published, to build your personal self esteem, the self esteem of your staff or customers?
Tell us what you want to see and what you don't want to see. Just put it on a piece of paper or even send ad sheets. We like to share your ideas and input with all Horse Community Marketing businesses. Let us hear from you!
Email to Exportfacs@aol.com
PLACE US ON YOUR MAILING LIST
Please put us on your mailing list to receive your brochures, your press releases, your newsletters, your requests for sports sponsorship, marketing scripts requests, whatever your organization publishes. We are establishing an Business Horse Community Marketing information center and would like to place your materials in our library, In order for Horse Community Marketing to meet your needs, we need to know more about you. We need to know what is going on in your community business practice.
Please place us on your mailing list to receive press releases, annual reports, company or organization newsletters, information on promotions, job openings. Please share information on your organization. And we'll share it with all the readers of Horse Community Marketing.
WRITING CONTEST: A writing contest is being held
on the uses of Horse Community Marketing in community business . All entries
must be in our office by March 15, 2009. Prizes will be listed with more complete details on types of articles eligible on the contest data/information sheet. Write for your free copy.
Send to Editor
Horse Community Marketing
Bring Dr. Carol Cross to your firm.
Share the Horse Community Marketing for Business program with your managers and sales force. You’ll get many ways to open the doors in your community by supporting the youth sports. You’ll get the skills transfer to increase your productivity.
Horse Community Marketing Calendar For Businesses
 Horse
Business And Horse Tourism Resources - Phone Dr. Cross at 786-507-1555
Welcome To The Empowering and Healing World of Horse Tourism.
The Horse Can
Empower, Build Bodies, Build Minds, Build Spirits and Heal. Want To Find Out How
You Can Be A Horse Tourism Healer? See
Are You Willing To Be
A Horse Tourism Healer? To Develop A Horse Tourism Business Requires A
Business Plan. Join our Yahoo Group Horse Tourism by emailing to
horsetourism-subscribe@yahoogroups.com or go to the webpage at
http://www.satglobal.com/horse_business_support_center.htm. Need
Support For Marketing Your Horse Or Horse Tourism Business On the Internet?
Go To the Internet Marketing Center at
http://www.satglobal.com/internet_marketing_services.htm. Do You Have
A Trail Riding, Adventure Riding Business? You Need To Know About The
Central American Fuerte Horse - The Small, The Strong, The Horse With Incredible Strength
and Endurance. Join The
Breed Association.
Learn about Tourism and How To Market It While You Ride The
Central American Fuerte At The
Honduras Horse Tourism Seminar.
Marketing Your Horse Business or Horse Tourism
Business Through The Internet
AIC Has Developed Many Programs To Help Our Tourism Businesses
Success Through Marketing. Marketing Through The Internet It Vital. Here Are
Some Resources Of AIC For Internet Marketing Of Your Horse Business Or Horse
Tourism Business:
Connect With Us In Honduras or Florida
In Honduras contact:
Dr. Carol Cross,
Director
Asociación
Intibucana de Comunicación
(AIC)
Barrio Lempira de
Intibuca,
Frente ADEL
Casa Amarilla,
Contiguo a la
cooperativa mixta de COMIXCIL
Intibuca, Intibuca,
Honduras
011-504-783-2293
Contact Dr. Carol Cross in the USA at 001-786-507-1555
darialightfoot28@yahoo.com
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