Help with evening the balance!?

[Bridal Discount Book Aust]

Hi all,

I'm hoping some of you have solved the problem I'm having?

My business being an online advertising portal specifically for brides & business has gone great guns in the bride member department. Hence the balance of brides wanting services WAY out-weighs the businesses I currently have listed in all states (not so much in SA as this is where BDB launched) - obviously this over demand is good for the current businesses but I don't have enough listings to curb the demand from brides.

I can't seem to stress this enough to get more business listed.

I've run a radio campaign on Mix 102.3, attend bridal expo's, use social media extensively, newspaper advertising & magazine advertising, 5000 leterbox drop in SA and continuing in all states of Oz.

However I need business listings FAST!!

Does anyone have any idea as to where I can go or what I can do to specifically target this area better than I currently am?

I have the brides and they clearly want to access more businesses but I'm at a bit of a loss as to how I can convince them onboard!!

Thank you in advance

Regards
Jeanette

[iaindooley]

Hi Jeanette,

Presumably you have a pretty good idea about what sort of businesses these brides are after - have you picked up the phone? Cold calling is viciously hard but it can be very effective. Good source of rejection therapy

Cheers,
Iain

[Bridal Discount Book Aust]

Mmmm yes - I have considered that option and while I do like chatting to people about what I do and what it offers the rejection side of it hits me pretty hard - Always has, always will

I'm happy for someone else to handle the rejection but then the only problem with that is no-one knows my product or is as passionate about it than I am so I'm stuck between a rock & a hard place.

I have attempted a few times and have been aprox 40% successful - I found alot of people would make promises and never follow through, then you feel like your chasing them - I guess that's the business world and the difference between success & failure

I am growing a thicker skin

Thank you for bringing this forefront to my mind

x Jeanette

[iaindooley]

FORTY PERCENT?!?! Anything better than 5% success rate on cold calling is exceptional.

You can look forward to entire days without a positive response. Pay close attention to what works and what doesn't. Most importantly, take notes on absolutely everything you do so that you have hard facts/figures.

Cold calling sales really messes with you emotionally so it's vital you have accurate records of what you said, who you said it to, when you said it and what their reactions were.

Last word of advice: the market is huge and they get calls like this every day. You'll go through 100 no's but relish every yes. No-one thinks you're a bad person for trying to sell you're product and you're not breaking any laws, and most of all no-one cares about it as much as you - they barely even notice. Don't be ashamed to sell

Oh, sorry two last words: the best thing you can do as a sales person is *be there*. Honesty and relability are key - not manipulation. The myth about people being able to "sell ice to eskimos" is garbage. You just have to be polite and if someone is too busy to talk, make a time to call them back and make sure you keep that time (personally, I use the highrisehq.com for my CRM needs but there are loads of solutions, including a notepad).

Good luck!

Cheers,
Iain

[Bridal Discount Book Aust]

Thanks Iain for the positive reinforcement

I must admit my success was due to knowing & already having built good relationships with the businesses I called, they knew I was good for my word so it wasn't hard really.

Calling people I haven't already formed some kind of relationship with - that's another thing all together.

I have certainly gained that bit more confidence from what you have written and I appreciate that - Infact I'm going to print it off and put it on my vision board thank you!

Onward & upward but for now it's downward & into bed for me

Happy Friday everyone!

Jeanette

[Accounts Studio]

Are you charging the businesses to list? Maybe you can offer them a month for free and get all the info you need over the phone and just set them up yourself - make it really easy for them?

[MarketingHQ]

Hi Jeanette,

I agree with Sophie. I just had a look at your site and the entry point for listing is $175. I think you need to seed your market by giving a free option (ie Bronze listing) which provides very basic benefits. You should then clearly differentiate the packages and give greater value as the price increases. If you look at the packages table on your site, at first glance their doesn't look like a lot of difference. Whilst I'm sure there is, it doesn't communicate that visually. For example, I would expect a lower price package to have more red crosses that a higher price package - visually the silver and gold look the same. Once you have them listed - you can then market to them to upgrade the listing. If they see the benefit, then $175 isn't a big stretch.

I would also put registration buttons on the front page for businesses and brides. Don't make them jump through hoops to register, make it easy with a benefit driven call to action.

Best of luck

Chris

[angela123]

Hi Jeanette,

have you tried listing in Bridal Magazines? Or what about having a stall at Wedding Expos? Travel Expos may also be good, the companies could offer discounts on Honeymoon Destinations (maybe in Qld with the tourism slump) Same with Beauty Expos etc.

I think cold calling Bridal Boutiques is a great idea, especially if follow up your call with a flyer emailed directly to the business (free) or send them a hardcopy version, maybe a fridge magnet or calendar, something that is less likely to get thrown out straight away.

I have tweeted your website to my followers, hope that gets some interest for you

Angela

[Bridal Discount Book Aust]

Originally Posted by MarketingHQ

Hi Jeanette,

I agree with Sophie. I just had a look at your site and the entry point for listing is $175. I think you need to seed your market by giving a free option (ie Bronze listing) which provides very basic benefits. You should then clearly differentiate the packages and give greater value as the price increases. If you look at the packages table on your site, at first glance their doesn't look like a lot of difference. Whilst I'm sure there is, it doesn't communicate that visually. For example, I would expect a lower price package to have more red crosses that a higher price package - visually the silver and gold look the same. Once you have them listed - you can then market to them to upgrade the listing. If they see the benefit, then $175 isn't a big stretch.

I would also put registration buttons on the front page for businesses and brides. Don't make them jump through hoops to register, make it easy with a benefit driven call to action.

Best of luck

Chris

Thanks Chris! Unfortunately with a Bronze listing as such there isn't an application for a basic type list - All or nothing really with how the auto generated voucher system works. Might be something for another upgrade though.
Yes basically ALL advertisers receive the same as far as the add page goes - it's the exposure around the sight that they will receive more of depending on the package

Am going to adjust the why join to "Join or register" buttons as you suggest - didn't even think of that. Seems so silly now!

Thank you so much - VERY helpful!

[Bridal Discount Book Aust]

Originally Posted by angela123

Hi Jeanette,

have you tried listing in Bridal Magazines? Or what about having a stall at Wedding Expos? Travel Expos may also be good, the companies could offer discounts on Honeymoon Destinations (maybe in Qld with the tourism slump) Same with Beauty Expos etc.

I think cold calling Bridal Boutiques is a great idea, especially if follow up your call with a flyer emailed directly to the business (free) or send them a hardcopy version, maybe a fridge magnet or calendar, something that is less likely to get thrown out straight away.

I have tweeted your website to my followers, hope that gets some interest for you

Angela

Hi Angela

Thanks so much for the tweets - much appreciated! I hope my facebook shout out has helped get some of BDB's 1800 fans over to you!

Didn't think of travel expo's! Yes BDB is involved in some pretty major wedding expos Aust wide (not a cheap venture, on average about $2000.00 an expo) but one of the best targeted advertising I've found).

I think the cold calling is going to be the way to go - Yuk! But I must admit I do feel better about it after what Iain said

Will keep plugging away!

Thanks everyone xx