Tomato Fish Marketing Blog

Archive for November, 2009

TOMI Triangle – Part 3: The Importance of a Web Presence

Monday, November 30th, 2009

Last, but not least, in out TOMI Triangle is the importance of having a solid web presence. Your web site is the tool that you can use to create calls-to-action, gather data about your visitors, and earn direct sales.

A web site is the best resource a potential client or customer has for learning who, what , why, how and when your business can help them.

Your web site becomes the home that you send your contacts to from your email marketing campaigns and if your website is user friendly and enjoyable for the visitor you will see them continue to come back to your site (even outside of email marketing campaigns).

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TOMI Triangle – Part 2: The Importance of Email Marketing

Thursday, November 19th, 2009

Why is email marketing so important? Email marketing is important because it works and it works with almost any size budget. Here are some email marketing facts for you to think about:

  • According to the Direct Marketing Association, email marketing generated an ROI of $43.62 for every dollar spent on it in 2009 and outperforms all other direct marketing channels.
  • According to Forbes Media in Feb/March 2009, email and e-newsletter marketing are considered the second-most effective tool for generating conversions, just behind SEO (
  • A 2009 survey of US B2B marketers by MarketingProfs and Forrester Research found that 39% planned to increase email budgets, while 11% planned a decrease (
  • The DMA estimate spending on email marketing (in the USA) will increase from $600 million in 2008 to $700 million in 2009 (
  • A 2008 survey by Forrester Research revealed that 95% of surveyed marketers use email marketing, with another 4% planning to do so by year end (

Why does email marketing work?

  • It allows targeting and is data driven
  • It drives direct sales
  • It builds loyalty and trust
  • It supports your sales and lead generation

And every email campaign that you send out generates data that can be use to refine your message and calls-to-action.

  • Email promotions / offers generate immediate action
  • Informative email newsletters provide contacts with wanted information, builds awareness, contributes to corporate branding, and strengthens trust and loyalty.

So, we know that email marketing works, but you must have the following first:

  • a complete, up to date list of folks that want to hear from you (Importance of CRM),
  • a consistent and clear message, and
  • an effective delivery system
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TOMI Triangle – Part 1: The Importance of CRM

Friday, November 13th, 2009

What is a TOMI triangle you might ask? TOMI Triangle is the unique system we have developed to evaluate and monitor the Targeted Online Marketing & Implementation activity for small to medium sized businesses. The system is made up of three parts: CRM, Email Marketing, and Web Site. For this post, however, we will only be focusing on the importance of CRM.

What is the goal of CRM? What is CRM important to your targeted online marketing?
Having a good CRM system can increase customer retention by providing clean contact data that is used to push out consistent communication about your business. This system can also increase company profits by managing leads through the sales pipeline.

What is the ROI of CRM?
Plain and simple, it costs more to get a new customer than it does to keep an existing one. A good CRM tool and strategy will make your business more profitable by increasing efficiency and lead generation, as well as improving customer retention through it’s prospect history capabilities. As you learn more about your customers and keep that data you learn in your CRM system you will begin to grow a very powerful sales tool.

Below is a list of data that must be managed and accessible in order to maintain a high quality relationship with your customer/sponsor:

  • Complete and Accurate Customer Contact Information
  • Multiple contacts per account: with contact info for each
  • Track & Manage Current Service Requests
  • Record Service History
  • Notes / Details about any contacts with the customer
  • Reminders for follow up calls, meetings, proposals due, etc.
  • Track leads, proposals, etc.
  • Transfer contacts and info from “Prospects” to “Customers”
  • An export function for communicating with your contacts via an email marketing tool

So, in essence your CRM system should… manage all of the customer data you gather and then you commit to using that information to better serve your customer and in doing so, increase your bottomline.

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Whiteboard Strategy Session :: Nov. 13th, 2009

Friday, November 6th, 2009

On Friday, November 13th we will be hosting our monthly Whiteboard Strategy Session (Broad Ripple office) from 10a to 11:30a.

This month we will discuss the TOMI Triangle:

  • What it is.
  • What it does.
  • How you can use it.

Don’t bother with Google – you won’t find it, just show up and find out what the TOMI Triangle is.

Please RSVP so we have enough refreshments for everyone!

Innovation in a Recession

Monday, November 2nd, 2009

Eric Ryan and Adam Lowry, 27-year-old entrepreneurs, have built the world’s largest eco-friendly cleaning brand, Method (sold at Target). In February 2001, they mixed their first four cleaning sprays and had the managers of 20 independent groceries itching to try them. Once they researched the market opportunity and got these stores to agree to try them, they pooled their money and built Method.

Reader’s Digest interviewed this entrepreneurial pair asking how they pulled off the launch of their new products in the middle of a recession (2001). Their answer? The recession forced them to sharpen their differentiators and make their product USP easy to grasp. To someone starting a business, Eric and Adam suggest understanding how your product or service brings value to consumers with extreme clarity.

Be clear and concise about your unique selling proposition.

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