My DTM from Chapters 1,2,3,7,8
Dr. Robert Lahm
Summer Term 2019
Duct Tape Marketing Chapter Notes
Marketing has changed or evolved over the years due to the internet. We must always be up to date with this. Now we should be efficient and practical with star ratings and online reviews.
Marketing is getting someone to trust you with their needs. Marketing is a system. Social media is very important now.
7 Core steps in Systematic Marketing
1) Develop Strategy Before Tactics
2) Embrace the marketing hourglass
a. Begins and ends with a significant focus on the customer experience and requires special attention to the creation of know like, and trust, buy, repeat, and transfer.
3) Adopt the Content Publishing Model
a. Prospects expect to search for and fine large amount of useful information on any subject or challenge. Marketers must commit to produce content much as a publisher might.
4) Create a total Web Presence
a. Business must quickly be found online, easily engaged, and easy to communicate with.
b. Search Engine Optimization (SEO)
c. Integrate online presence and activity into every offline business function
5) Orchestrate the Lead Generation Trio
a. Referrals, advertising, and public relations.
6) Drive a lead Conversation System
a. Having a well-thought-out path that every new lead walks, and a process for orienting new clients can dramatically and positively influence experiences
7) Live by the Marketing Calendar
a. Annual marketing calendar
b. Monthly projects
c. Daily marketing appointments
Part I: The Duct Tape Foundation- The Way to Sticky Marketing (Help Them <now, Like, and Trust You More!)
Get your customers to know and like you and trust you
Chapter 1: Strategy Before Tactics
-Marketing is the most important strategy
-Need to have an effective strategy in place before anything else “Strategy without tactics is the slowest rout to victory. Tactics without strategy is the noise before defeat.”
A MARKETING STRATEGY is a clear explanation of how you’re going to get there, not where or what “there” is. An effective marketing strategy is a concise explanation of your stated plan of execution to reach your objectives. It’s all about HOW you plan to achieve your missions, goals and objectives. This is known as a strategic paired with tactics.
1) Decide who Matters
a. Develop my marketing strategy around a narrowly defined ideal client
2) Be Different
a. Having a service or product different from the rest of the market. BE UNIQUE
3) Connect the Dots
FUSE ONLINE and OFFLINE to DRIVE ULTIMATE ENGAGEMENT
-Don’t think about making a sale online; think about getting a change to make an impression. Become an online warrior. To build customers offline, will be the most profitable way for my business to build long term, high-profit revenue. I must master the online info space first.
3 ways to develop my fused approach
1) Discovery: Understanding what your local prospects are looking for and how you can use this data to create awareness for the products and services I offer
2) Content: Educational content creation aimed at answering the kinds of questions my prospects have. Lots is online
3) Engagement: face to face. Bringing the eyeballs into my store, offline. VIDEO online is effective to bring them offline.
The Owner is the Customer:
Having empathy and feeling the same thing my prospects do. Some founders created a product or service to meet a personal need discovered a business by doing so.
The Market Understands the Offering:
Discover an unmet need in a mature crying for a solution
The market Already Spends Money here:
Don’t be intimidated by competition. IT’s ok if there’s more than one music studio or yoga studio. 2/3rds of the work is already done because people are spending on that.
It’s an Innovation That Simplifies:
Examples-Coming up with a fixed price. Prepackaged offering that meet most people’s needs without hassle. Ex. -Pizza Restaurant with 1 unique pizza on the menu each day 20$ a pie.
Nothing Is Precious:
Keep an open mind. Adapt accordingly! Talk to you customers, competitors, and employees.
IDENTIFY YOUR IDEAL CLIENT
When I properly target my clients, I no longer work with jerks. I choose to attract clients that value what I offer. This is because I have a picture of what that ideal client looks like. A healthy client/business interaction is healthy for all dealings. Don’t attract clients who don’t respect or pay on time.
The Ideal Prospect:
Defining an ideal target (client) Create more and more ideal prospects or leads. I will soon be able to predict a # of those prospects to customers.
Let History Guide You:
Look at the customer’s my business has attracted to date. Existing business could make up my …
Steps to help my organization discover my ideal client:
1) Be profitable First
Maybe create a spreadsheet of my clients and focus on the business I do with each.
Maybe rank them in order. Look at the profit on the list. Understand the most
profitable work. Get rid of work and people that are no longer profitable.
2) Add Referrals:
On this list divide it some more. Happy clients refer, and are most often found because me and my approach is a good match for what they need. This narrow group of profitable clients that refer, is my ideal client profile.
3) Study the Demographics
Start looking at physical characteristics that are known about my ideal client group. Characteristics that are shared. Aka “demographics” (Age, income, zip code)
4) Research Client Behavior
a. Understand what makes my clients tick. This will attract them as opposed to hunting them. Know what triggers them to them to look for someone like me.
5) Create Biographical Sketch
a. Once I’m able to pull together profit, demographics, and behavioral markers, I have the ideal client biographical sketch. I have created a picture of my ideal client with my visioning. So, how would I spot the ideal client?
Use Social Media to Add Focus:
Append my entire customer list with everything I know through social media and I will be able to discover more about what motivates and drives my customers than years of research could ever tell.
What’s the Problem?
Marketing- Getting people who have a specific need or problem, to know, like, and trust me. Without a need or problem, I won’t have a market. By problem, he means needs or wants. It’s the customer I’m selling. Sell solutions to their “problems”.
Location, Location, Location:
Example-Hanging a customer pin map on a wall. It depends on the business. See if certain geographic areas are more desirable.
How Clients Make Buying Decisions:
Why clients buy- Committee, bid, RFP, gut feeling, referral, search engine, impulse, etc.
Find the Best Ways to Reach Them:
Be confident in ways to reach my clients, including the easy and difficult ones. Examples-Publications, mailing lists on my market, networking, etc.
The Value Factor:
I charge a premium for my products and services within a chosen target market. Don’t make a market out of what people SHOULD have. Decide by determining whether my market values what I offer enough for people to pay a premium.
Is it a Viable Market?
Is my market a viable market?
· IS the market large enough to support my business growth goals?
· Can I easily promote my business to the decision makers in the market?
· Does this market value what I do enough to pay a premium?
I serve one or more very well-defined market niches. By focusing on my specific market niche, I develop products and services tailored to its specific needs. I send a very clear signal that I understand my client’s unique needs. IT is easier to communicate with Niche markets. Specific industries usually have a trade association, publication, or mailing list. This will increase my effective communications. Focusing on a narrow target market means I will encounter less competition and hold a competitive edge over generalists who claim to also serve this market.
Visualize Real People:
After being done with my research on my ideal client, I am beginning to have a visual. I write a description of a real ideal client that I would love 10 more of. (What they look like, what they think, what they want, what they fear, what they believe fun, risk, and passion look like) Using photos of real people help create this total persona, and then I hang them on the wall for all to absorb. Look at these as I work making sales calls, brainstorming, etc. For fun, I make life-size, ideal cutouts.
More Than One Segment:
I need am segmenting my market into several distinct markets. This is so I can tailor my marketing to the needs of a specific market niche.
Don’t Have an Ideal Client Yet?
Look for people or companies that have a problem that no one is solving. I find a way to solve them. Steve Jobs of Apple Inc. stated as the target market of the iPod – “people who didn’t want to carry around 10,000 CDs.” What problems exist that I could solve?
3 questions to consider when verifying if I have truly identified a hot market:
1). Do they want what I have? It does not matter if people desperately need what I have. IF they do not want it, it won’t matter. People rarely act on their own benefit….
2). Do they value what I do? Look for people already investing in the type of service I have. Look for those who appreciate the extra they get from my solutions
3). Are they willing to pay a premium for what I do? Don’t compete on price
The Ideal Prospect Profile: Fill out the following below for the Ideal Prospect
What they want-
How they buy-
Best way to communicate with them-
With my accurate ideal prospect in hand, I’ll eventually turn my sales calls into an audition. I’ll understand every action and comment and pick up on basic signals. A physical desktop of my ideal prospect must meet the minimum requirement for accepting an appointment. Everything else will follow.
Consider purchasing and employing one of these powerful software packages. ACT, goldmine, Maximizer, CRM (customer relationship management) software, Sunrise, 37signals, Sale force.com.
1) Look for common characteristics, such as age and gender, among my profitable clients that also refer business.
2) Uncover a common frustration among your target market
3) Write a description of your ideal target market in terms that are easy to communicate
4) Determine whether your ideal target market is large enough to support my business
CHAPTER 3: Discover Your Core Marketing Message
Stand Out in a Crowd:
How is my business different from everyone else’s? I find ways to stand out and stake my claim on a simple. I may or may not need to alter some aspect of my business to achieve it. I have a core message that quickly communicates the difference between me and my competitors.
Get Out of the Commodity Business:
Because I am unique my prospects don’t try and just measure and compare price. Find something that separates me from my competition. I find things that separate me from my competition. I speak it to everyone I meet. Quality, good service, fair pricing, are expected. I transform people’s lives and provide them a great experience.
The Core Message Process:
· Discover, capture, and commit to a unique position
· Create a marketing purpose statement
· Turn your purpose statement into a talking logo
· Craft a simple core message to use in all my marketing
Ways to Capture a Difference:
What could I dream of that no one else can promise?
· Name or title that appeals to the upper-hand clients
· Offer an Astonishing Guarantee
o Some places require it
o Have a guarantee that makes your nervous
o Have a guarantee that nobody else would consider in my industry
Doing this will grant me 2 powerful things:
1) A core marketing message that would differentiate me from my competition
2) A forced focus on delivering excellence and winning happy, returning customers
1) An astonishing guarantee turns heads
2) AN astonishing guarantee generates buzz
3) An astonishing guarantee creates a mission
· Product – Can I make a product more useful to my customers
· Service- Example- packaging a service/product. Consulting. Give service a powerful name!
· Market Niche – I am becoming the most dominant player serving in my industry. This can make me raise my prices significantly
I find protentional niches by finding out what people are searching on the internet. Services are available that offer pay-per-click advertising provide a great deal of keyword research “niche hunting.” I can look up software training for example, and see how many people have search that and related terms in the last month.
· Offer- Example, offer 100% refund if they give 4 referral new clients.
· Solve a problem – Focus on communicating answers to fears prospects may have in my market
· Communicate a message of value- Communicate more effectively what I do. Don’t leave anything out!
Great way to communicate my core message.
· Develop a unique habit – example- Financial planner has his clients’ cars detailed right out in his parking lot when they come in for their annual review.
· Offer over-the-top customer service- Overdeliver on your first customer contact. Give them more than you promised. Give them a related service for free.
· Get an edge over the competition – Boldly grab on to solving the problem that my competition fears to solve themselves.
· Find a one-of-a kind way of doing business – Examples: Payment terms, how I deliver or package my services, or how I set up my office to serve my clients
· Adopt a memorable personality – Adopt an odd or at memorable behavior or character
My Clients Know Best:
Communicate what I already know. Ask questions to my clients. Clients will tell me exactly how to sale them if I listen.
1)Why did you hire us in the first place?
2)What do we do that others don’t?
3)What’s missing from our industry?
4)What could we do that would thrill you?
5)What do you find yourself simply putting up with in the industry?
6)What would you do if you owned a business like ours?
7)What would you google to find a business like ours?
8)What companies do you admire and refer the most?
Sometimes clients can answer these questions that we thought we already knew the answer to, but they do it better. They’re more likely to refer business when they feel appreciated about what they think and involving them in my business.
Look to the Competition for Clues:
I study my competition as thoroughly as possible to find opportunities to stake my claim. I keep an eye on their Web sites looking if they’re really saying anything unique.
What I Really Sell:
I have figured out what I really sell. I sell what buyers think they’re going to get from my product. Example: Insurance sales people don’t sell insurance; they sell peace of mind. Chiropractors don’t sell neck adjustment; they sell some form of relief. Thinking this way helps me communicate how my service or product is unique.
Capture the Core Message:
Do this after customer interviews, competitive research and soul searching to refine my unique point of differentiate amongst my competition
My Marketing Purpose Statement:
This is the basis for all my marketing and customer service activity. This is my goal and is also my overriding purpose for the business. This is how I measure my success. IT should give me and my staff a vision of my business. Does this support the marketing purpose I’m representing? I could post my marketing purpose statement on every PC in my business is it inspires everyone.
Have I identified the enemy?
Competition. Try and find a higher level of greatness by beating or overcoming something. Apple’s reason for being is beating Microsoft. Apple also stands for something positive. Small business may not have a group of competitors to aim at, but I can find motivation in a great cause or reason for being. My cause is grand and humble. I run it with passion, and hire people that support my cause and see my vision of my business. Great causes attract positive things to me. I connect my beliefs and values to my reason for being. Aim high, and let my cause guide me, my people, and my clients to greatness.
The Talking Logo – What I really Do for a Living:
My talking logo creates impact everywhere I use it. Change the way I think about what I do for a living, and this will answer the way I change my title and make it better. Make this as good as a traditional logo, (my talking logo). What do I really sell? The answer to that is what do I do for a living? My logo is a short statement that communicates my position, but make the listener want more. My clients want to know what’s in it for them. I tell them more than what business does, I tell them what it can do for them.
2 parts to creating my talking logo:
1) Address my target market
2) Narrows in on a problem, frustration, or want my market has
i. My clients will respond with a really? How do you do that?
· “I create permanent memories.”
· “I show young, married couples how to retire rich on what they are currently making.”
· FI help contractors stay out of court.”
· “I make weight loss easy.”
· “I help wealthy individuals slash their taxes.”
· “I teach business owners how to get famous.”
That’s is the pattern. And here is the formula:
Action verb – (I show, I teach, I help) + target market (business owners, homeowners, teachers, divorced women, Fortune 500 companies) + how to X (solve a problem or meet a need)
This will get me more referral appointments. People like me because I’m someone who’s not just wanting to sell my work, but show people how they can make more money. They’ll say “Really, how do you do that?” I’ll go to part 2, telling my prospect how I can solve their problem. I wait until I have their full attention to do this. Understanding my target market, communicating it through my talking logo puts me way ahead of my competition and grants me more referrals from anyone I meet.
Create a compelling answer when people ask me, “What do you do for a living?” Make sure it focuses on a benefit solution.
Have an answer prepared that tells a unique way to benefit the prospect.
My Core Marketing Message:
Example – FedEx – “On Time Every Time” or it’s free.
Remember the purpose of my statement:
How do I benefit my customers? What words can I use to easily communicate how I’m different in my market?
Here are examples or demonstrating a firm progress and taking a petition by creating a marketing purpose statement, talking logo, and core message.
WINDOW cleaning business example:
Marketing purpose statement:
WE want people to know that we treat window cleaning as a profession, and that our people are true professionals who treat the homes they enter as they would their own.
We help homeowners see a better world.
“Your pane is our passion.”
Electrical contractor and his homebuilder clients example:
Marketing Purpose statement:
We want to be known as the one electrical contractor who will show up when we say we will and do the work right the first time.
We help homebuilders eliminate callbacks.
“Wired Right on Time.”
Other Examples of Core Messages:
· A remodeling contractor: “On Your Job Until It’s Done – Forever”
· A shopping center: “You Know What You Want, We Know What You Expect”
· A financial planner/CPA: “Full Circle Financial Advice from a CPA”
How to Communicate the Difference:
Commit to staying centered on my difference from my competition.
1) Revisit my ideal customer description.
2) Interview up to 10 clients to focus on why they buy from you.
3) Complete the marketing purpose statement.
4) Create my talking logo (the “What I do for a living” exercise).
5) Create a core marketing message.
CHAPTER 7: A WEB PRESENCE THAT WORKS DAY AND NIGHT
I participate in social media finding ways to engage customers online with my web presence.
Some Deadly Assumptions about Online Marketing Success:
I have more than just a web site. My online marketing ends in a sale.
Here’s what to do:
· I have more than just an attractive website. I have an effective website
o In my web design, I combine elements making it easy for people for people to engage
o Google Website Optimizer
· Know what my customers search by doing this:
o Go to Google search-based keyword tool (www.google.com/sktool/)
§ I’ll be able to find what people search for relating to my business
o Also, I ask my customers what they search
· This is how I get people to find me:
o I have a contact page that provides many ways for me to contacted via
§ The departments in my business
§ My team members
§ I have contact information on every page of my web site.
· This is how I get people to read my blogs:
o People are technically finding blog content when they’re searching the web for answers
o Search engines love content that’s featured on blogs
o My business needs and has an active blog
· This is how people fine my site:
o SEO (Search Engine Optimization)
o I put my content in countless outposts and social networks
§ This opens additional paths to my site
o I promote my site by advertising
o I promote my content offline
· Traffic is not the key
o Traffic numbers aren’t that important if these visitors don’t buy
o Spend time on conversion instead, not numbers
o Maybe hire a land page consultant to test elements of my site instead of hiring an SEO coach. That would be faster instead.
· People come back because….? (They don’t only come back because they like my site)
o They find a valuable reason to come back
o I offer prospects an exchange for their email address and permission to send them updates
o I use great content, free seminars, and e-books to draw them back
o Sending emails of valuable content to a list of people that trust me is more effective than social media
The New Purpose of a Web site:
-To act as a hub to integrate and connect all my marketing communication and education
-To allow my visitor begin the task of getting to know me, and like me, and trust me.
-To educated, persuade, and motivate my prospects to buy
Benefits of a Content-Driven Site:
A website is expected now I own a business. Many prospects start their search online before picking up the phone. This includes referrals too.
Shortened Selling Cycle:
With a rich content-driven Website, my prospects trust me before even meeting me. They are ready to buy my product or service because I have many answers available on my site.
Access to Your Information:
Prospects have access to my information at any time on my website. I direct my prospects to my Web site to acquire information.
Tool to Refer Your Business:
I will make a referral page such for referrals, site such as “Welcome, friends of Jane Wiggles”
Automate Distribution of Marketing Information:
I promote the distribution of free or low cost information. I also provide tools that allow prospects to get to know me. My website will guarantee this process.
Capture Lead Data:
My marketing website gives me the opportunity to exchange premium information for visitor’s contact information. I can capture this information to begin marketing my prospects or months and years to come, ready for buying time.
I Seek Professional Help:
My website is my most powerful marketing weapon. I am very involved in how it supports my business. I have the desire to write an HTML code I’m very involved in using my Web site to support my business. Maybe seek out a professional web designer. Know my ideal target client, competitors, core message, before creating my website.
A Word About Design:
I keep my Web site simple. I have someone professional that focuses on getting my content found and read. I have simple images on my Web site. I found a designer fluent in CSS (Cascading Style Sheets) design.
Each page needs a headline. My headlines have an introductory paragraph. I grab the reader’s attention to continue to the next page.
I asked my designer to use CSS techniques to create text-based, visually interesting navigation links. A 6-year-old can navigate my site. I’ve created links to every page and text links within pages. This gives my user lots of ways to jump from point to point.
The Ultimate Small Business We Site for Today’s Social Surfer
I receive 5 star ratings and reviews. JS-Kit (www.aboutecho.com/) I have installed simple java scripts that are easy for visitors to rate content and products. 3rd party survey tools like Survey. Jo (www.survey.jl/), 4Q (www.4qsurvey.com/), and Get Satisfaction (www.getsatisfaction.com/), allows my visitors to help mold my site. My website is user friendly. Also, consider WordPress plug-in or SurveyGizmo for WordPress. I test conversion on pages by using split testing scripts like Google Website Optimizer and Unvounce.come
Beef Up the Forms of Content
Google is the #1 search engine. Youtube is #2. Video allows me to tell a story with emotion. This helps me connect with people. Audio and video is best to deliver my message.
Integrate Social Networking
Facebook like buttons. I use plug-ins like Sociable. Bringing my social media participation on sites like Twitter, LinkedIn, and Facebook from my site. I use this to create interaction with my social profiles
Amplify for Awareness
I could add my social profiles to my business cards printed literature. This provides ways for people to interact and less about selling.
Using blog software for your Entire Web Site
SEO tools. WordPress. Premium themes. Should I hire a designer to create mine?
· Woo Themes (woothemes.com)
· DIY Themes (Thesis-www.diythemes.com/)
· Wp remix- (www.wpremis.com/)
· StudioPress (formerly Revolution) (www.studiopress.com/)
· Theme Forest (www.themeforest.net/)
CHAPTER 8: Get Found Online in Your Town:
Search Engines. My business shows up on the 1st page in search results. I win the search game now before my competitors do.
1) I make my Web pages local friendly.
a. My physical address is on every page
b. My city names in navigation
c. I have suburb and neighborhood names in my content naturally
d. I have a local event blog, festivals, and nonprofit events
e. I have relevant local bloggers
f. I keyword search with local terms
g. I explore “rich snippets”
2) I have built my own local search profiles
a. Google, Yahoo, and Bing like that I have very information-rich local profiles. Good places are data drawn from Google Maps www.places.google.com/business
c. Bring Local listing center www.ssl.bing.com/listings/Listing
Another search directory to pay attention to is Google Mobile Search (www.google.com/mobile/) This is the tool mobile users access when they type “coffee” into Google Maps on a Smartphone.
I MAKE SURE MY LISTING IS UP-TO-DATE IN GOOGLE MAPS.
After I complete this step I enhance my profile with appropriate business category, hours of operation, forms of payment, area, and brands carried. Local directories also feature paid premium listing and local advertising options.
3) Get proactive in the ratings and review game.
a. I pay attention to the major sites and what’s being said on their ratings and reviews. I engage my customers in ways that actively stimulate reviews. Here are primary review sites to check out:
I am very proactive about getting positive reviews going. I collect testimonials and success stories as part of my overall marketing activity. Sites that rank high also have lots of reviews. This is a big correlation.
4) Get listed, cited, and mentioned.
a. Citations are mentions of my business and address that appear on other Web sites. The following companies pull data from print version of white and yellow pages. They provide lots of date to local directories. Check for accuracy and add details that may be listed by going here:
i. InfoUSA (www.infousa.com/)
ii. Localeze (www.localeze.com/)
b. Getting listed consistently on these following Internet Yellow Page providers will help with my local listing
i. Internet Yellow Page (www.yelowpages.com)
ii. SuperPages (www.superpages.com)
iii. SwitchBoard (www.switchboard.com)
iv. YellowBook (www.yellowbook.com)
c. Go to GEtListed.org
d. www.ubl.og (universal business listing) – 30$/year
5) Spread the local social love
a. I have a local niche group and have built a community on Flickr, Facebook, LinkedIn, MeetUp, or Biznik. Every little bit counts in the competitive world of local search.
How to Get Rockin’ Reviews:
1) Do the Reference Track – Provide happy references. Prospects reach out to them and let them know why they should rent my beautiful home, work in my music studio, or take my dance and yoga classes. This is so effective I have my prospects contact my customers directly.
2) Repurpose Testimonials – I can copy and repost a great testimonial again on my website, my store, etc. IF a review is a private letter or something, ask for them to make it public on google Pages too.
3) Teach the Review Process – Teach or create a page/video that walks people through creating a Yelp or City search account.
4) Give Reviews – “Give to get” By making reviews, recommending my network on LinkedIn, and reaching out to companies with whom I do business, one powerful part of the review and testimonial foundation.
5) Hold a Review Party – I hold appreciation events and serve wine and have camera interviews with the camera crew I’ve hired. I put this on my website. Give them an interview about their business. It will how my website and theirs.
Getting Other PEOPLE to Promote My Local Content
DIY – 1) Creating contenting and 2) – Acquiring the right kinds of links back to my site
WRITE A BLOG!
Creating and consistently writing keyword-rich content is the #1 SEO activity for the small business (or any). Blog content improves my chances of competing in search engines many times over and draw links from other blogs and sites that syndicate content
Guest Post on Blogs:
Look for Blogs that are well read, and make a post well written with a link to my site.
Submit Posts and Articles to Directories:
Article directories present a great opportunity for acquiring links. I submit articles to EzineARticles.com, Articlesbase.com, Suit101.com, and Buzzle.com. I can acquire more links and traffic to my site. There’s also hubshout.com.
Write Social Press Releases:
I consistently write news releases for even minor announcements because it’s a great way to build up some extra traffic and links. I use social features of tools like PRWeb.com, pitchengine.com. I print my releases and mail them to my clients and network. I get lots of bounce from this little contact.
Leave Lots of Relevant Comments:
This causes me to benefit from a link to my site, and attention of other readers and the owners of these blogs in ways that could prompt them to point to some of my content via a blog post. For it to not look like spam, I use sites like backtype.com to track comments related to my topic get hot.
I have social profiles on the web with numerous links back to my site. These are called “no follow” links. Knowem.com creates hundreds of profiles on lesser-known networks.
Use Social Bookmarking:
Ex- Delicious, Digg, Reddit, and StumbleUpon offer great ways to create valuable links and search engine juice. Bookmarking and tagging my blog posts for relevant keyword topics, can get my content seen by millions of people. This leads to tweets and posts pointing to my content. I lock out the competition by my key terms.
How to Get My Business in the New Location Game:
1) Create virtual rewards programs – Ex - Punch cards, www.placepop.com,
2) Ride the group buying craze – Groupon, www.wildfireapp.com offers small businesses the ability to create their own group buying offers and take advantage of viral and social nature of this play to create local Facebook engagement.
3) Google Places Coupons – When local shoppers search, they uncover my Google Places Page. Google automatically creates mobile version of my coupons and offer.
4) Advertise on mobile coupon networks – I place my ads on Mobile coupon networks www.getyowza.com/learn/merchant
5) I Make my own game – Web app SCVNGR.com is a tool that allows me to create my own game and its related to verified check-ins for a QR code. My business is listed with the major players -Foursquare, Yelp, Gowalla, and Facebook Places.