Here is my situation. I'm reaching graduate and I recently got a temporary position with a liberty tax franchise. I'm pretty sure the marketing budget is basically zero, unless I can come up with a fantastic idea. Here's what were doing. 1. Paying people to wave in costume in front of the store. 2. Canvassing the area with coupons and flyers. 3 Facebook marketing. 4. Adding our listing to online directories so that we come up higher in local search results. 5. Corporate is sending out direct-mail pieces to customers in our area. 6.Partnering with local businesses as a way to get our promotional materials into the hands of more people As best as I can tell our target market is people with lower income levels looking to get their refund as quickly as possible. Any help would be Greatly appreciated.
I would put flyers on the lamp posts in front of payday loan places since the people who go there are obviously looking to get money quickly they are your target market.
Everything you're doing is a horrible waste of time that comes along with horrible conversion rates. If you really want people to understand taxes (which I don't) do the following. Write (in plain English) a course that explains and excites people on taxes and include links to Youtube videos you've personally created expanding on issues in the course and publish this as a PDF. Create a free account on Mail Chimp to send out your free tax course. Create a free blog on WordPress.com, Tumblr, Blogger etc and embed the subscription form from your Mail Chimp campaign asking for only your clients email address. Now change all the crappy marketing gimmicks you currently have (people holding signs etc) but point folks to the blog with the free PDF course download. When you get their email addresses never ever use it for anything unless you ask them permission to do something other than give them free info. If the free course you give is awesome you'll have customers who want more information about working with you. If they're not interested keep working with them to test what information does work and even ask how can we improve your free PDF. In 6 months or so you'll have a list of folks that trusts you and from there you can sell to them. Seth Godin calls this the permission ladder and if you want corporate to think you're a stud, read his book Permission Marketing.
I agree, a lot of what were doing is not as effective as other methods would be. However being part of a franchise you have to follow certain rules. Also, we only have a handful of weeks that we are going to be open for. Once April 14 rolls around they will only be open eight hours a week. That is part of the reason we are using more traditional marketing tactics instead of more complicated traditional tactics. All of the things I mentioned above taken into consideration, when it be reasonably possible for us to start a blog and develop it quickly enough that it would be a worthwhile resource. Additionally, worried expression or would it be worthwhile for us to create a blog even though we have no control over our website?
Before you throw in the towel go to http://www.sethgodin.com/permission/thanks.asp and read the everything there. Once you do I think you'll want to go out to Barnes and Nobel and read the whole book and from there move on the ideas I've given you.
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