Town Planner Community Calendar (of Greater Nashua)

What's the Bottom Line?

2010-06-06T11:25:00.000-07:00

Does the title of today's post sound familiar to you as a salesperson? I must admit, it still throws me off a little when a prospect focuses too early on cost without first determining the benefit or value of what I'm offering. This is especially concerning when the purchase under consideration is advertising.

Here's what happened: I had a sales appointment this week and learned early on that money was going to be the "bottom line". My prospect was a past customer who was using both the Town Planner Calendar in addition to another prominent monthly ad magazine. He let me know he had dropped the other publication because it cost too much money ($395/mo). He was instead going to renew his participation with me since he had a good coupon response and I was more affordable ($95/mo). The bottom line scenario was in play - money. That's good news, right? Well, maybe or maybe not..

My primary concern occurred early during our meeting - he stated sales were substantially down from last year and that he didn't know why. The owner then retrieved and began pouring over sales receipts in front of me. I asked if any of the customers were repeat visitors and if so, how often they visit. A blank stare was the answer. Not good. While record keeping is good practice, it is meaningless without attaching those receipts to a CRM program. Without such a tool, the habitual collection of receipts offers little insight into what's going on with customers and sales.

The bottom line is that my customer lost sight of the BIG picture. Small businesses owners - short on time & manpower - often run into this situation. He obviously keeps records of who his customers are, but he doesn't know much about their purchasing habits.

Here's some quick questions to ask:

- Any repeat customers? If so, how often do they visit?

- What's their typically spend?

- How many one-timers who never return?

- Who are the best customers?

- What's the lifetime value of a satisfied, repeat customer?

- What are results of asking new customers the question, "How did you find us?"

Without answers to these questions (and others), I guess the bottom line can only come down to money and a focus on controlling expenses. That's the bad news.
Are you ready for the good news? (Drum roll please....)

I'll be launching a new customer loyalty program later this year. The bottom line is I'm committed to helping my customers manage their own customers in a way that improves their sales by building relationships. It's simply not enough to attract new customers, a successful business must maximize their advertising spend by retaining the customers who come as a result of it.

Now, that's the bottom line.

Thank you for reading this post. Please leave a comment.

Cordially,
Perry

Check out When is it ok to ignore a comment, tweet, etc?

2010-03-08T06:53:00.001-08:00

Title: When is it ok to ignore a comment, tweet, etc?
Link: http://gotaf.socialtwist.com/redirect?l=-481103623655764707311

2010 Town Planner Calendar Front Cover - Bedford, New Hampshire Edition

2009-11-27T12:23:00.001-08:00

2010 Town Planner Calendar Front Cover - Bedford, New Hampshire Edition
Originally uploaded by Perry Spearman

While sitting with Madonna Lovett Repeta in her Bedford studio reviewing photos for the 2010 Bedford edition, this photo jumped out right away as a perfect cover shot. I was right (of course, although not always the case with everything in life). With that said, it was easy to see that Madonna had the perfect style and elegance in all her photography to connect with her community and hence she took all 13 photos for the Bedford edition of Town Planner Calendar. It's a special edition and I'm looking forward to the feedback from the Bedford community in 2010. They've been given a special gift of award winning photography from one of their very own.

Look for your Town Planner in your mailbox next month!

Title: Valerie's Garden
Photographer: Photography by Madonna
Website: www.MadonnaLovettRepeta.com

2010 Town Planner Calendar Front Cover - Merrimack, New Hampshire Edition

2009-11-20T19:53:00.001-08:00

2010 Town Planner Calendar Front Cover - Merrimack, New Hampshire Edition
Originally uploaded by Perry Spearman

When Kym Scott of Kym Scott Photography in Nashua showed me this photo during our meeting in The Seedling Cafe this spring, I experienced an immediate emotional connection to it. - this colorful and shapely photo of tulips. I'm so happy to include it as a cover photo for 2010. While the cover does not follow the typical Town Planner theme of an outdoor landscape or local landmark, I believe it does appeal to flower lovers and our neighbors who appreciate contemporary art. The shot is so beautiful.

The photo will appear on the upcoming 2010 Merrimack Town Planner Calendar publication!

Look for your Town Planner in your mailbox next month!

Title: Easter
Location: Nashua, NH
Photographer: Kym Scott
Website: www.kymscottphotography.com

2010 Town Planner Calendar Front Cover - Amherst-Milford, New Hampshire Edition

2009-11-11T19:12:00.001-08:00

2010 Town Planner Calendar Front Cover - Amherst-Milford, New Hampshire Edition
Originally uploaded by Perry Spearman

Nothing showcases 'local' more than this fine photo of Mike's Auto Service in Amherst, NH. Amherst Village is where Marti Warren captured this striking image. The photo will appear on the front cover of the upcoming 2010 Amherst-Milford Town Planner Calendar! Thank you Marti for the perfect image!

Look for your Town Planner in your mailbox next month!

Title: Mike's Auto Service
Location: Amherst Village, Amherst, New Hampshire
Photographer: Marti Warren

2010 Town Planner Calendar Front Cover - Nashua (North), New Hampshire Edition

2009-11-09T18:49:00.001-08:00

2010 Town Planner Calendar Front Cover - Nashua (North), New Hampshire Edition
Originally uploaded by Perry Spearman

Who else but Dan Brown could have captured this stunning hummingbird. The photo was taken in Dan's backyard in Hudson, New Hampshire. The photo will appear on the upcoming 2010 Nashua North and Nashua South Town Planner Calendar publications!

Look for your Town Planner in your mailbox next month!

Title: Ruby Throated Hummingbird and Spiderwort
Location: Hudson, NH
Photographer: Dan Brown
Website: www.danbrownphotography.com

2010 Town Planner Calendar Front Cover - Hudson-Litchfield, New Hampshire Edition

2009-11-08T15:24:00.001-08:00

2010 Town Planner Calendar Front Cover - Hudson-Litchfield, New Hampshire Edition
Originally uploaded by Perry Spearman

Thanks to Sweetshot Photography who contributed this beautiful photo for the Hudson-Litchfield, New Hampshire edition of the upcoming 2010 Town Planner Calendar publication!

Look for your Town Planner in your mailbox next month!

Title: 4th of July Parade
Location: Amherst, NH
Photographer: ©SweetShot Photography
Website: www.sweetshotphotography.com

2009 Merrimack Fall Festival Business Expo Photos

2009-09-26T21:50:00.000-07:00

View all the photo highlights and booths from the 2009 Merrimack Fall Festival Business Expo.

A complete video playlist is also available for viewing.

Gearing up for the Merrimack Business Expo on September 26th

2009-09-13T14:00:00.000-07:00

FOR IMMEDIATE RELEASE

CONTACT: Emily Smith
Town Manager’s Office

PHONE: (603) 424-2331

MERRIMACK BUSINESS EXPO TO BE HELD SATURDAY, SEPTEMBER 26, 2009

MERRIMACK, NH –– Partnering with businesses and civic organizations, the Town of Merrimack is proud to announce the date and venues for the 3rd annual Merrimack Fall Festival Business Expo.

The Merrimack Town Council initiated and is overseeing a Fall Festival/Business Expo aimed at showcasing businesses and civic organizations in Merrimack. The purpose is to provide businesses a conduit for meeting the citizens of Merrimack and showing how much there is to offer within Merrimack.

This year’s event will be held at the Town Center on Saturday, September 26, 2009, from 10:00 AM to 3:00 PM rain or shine. There will be venues both inside and out including Town Hall, American Legion field, Our Lady of Mercy parking lot, Abbie Griffin Park, O’Gara Field and the James Mastricola Upper Elementary School.

Admission is free to all who attend.

Businesses will be selling their goods and demonstrating their products, and food will be available from many Merrimack restaurants. There will be a live country music extravaganza outside at the Mastricola School, Oldies bands at Abbie Griffin Park, a Merrimack Idol Contest, Karaoke, Pep Rally and an All Star Softball game at the American Legion Field.

Other activities will include a Classic Car Show, Pass, Punt and Kick contest, a pep rally and sports clinics.
Over 100 businesses and organizations participated in last year's event and all signs point to this year's event being bigger and better.

The Merrimack Town Council is committed to promoting the success of Merrimack businesses.

For further information or to have a booth at the Expo, please contact Maureen Atwood of the Town Manager’s office at (603) 424-2331

There will be a Classic Car Show, Live Entertainment on 2 stages, Karaoke, Merrimack idol, pep rally, tons of food , a Pass, Punt and Kick and a softball game, as well as some guest celebrities.

More information at: http://www.MerrimackExpo.com

Town Planner Calendar Jingle

2009-08-13T22:12:00.001-07:00

Wanna here a "sticky" jingle? Click the play button on the video and enjoy this 1 minute clip!

Part 2 - Radio Interview of Perry Spearman of Town Planner Calendar

2009-08-11T20:13:00.001-07:00

Part 2 (of a 4 part series) - Radio Interview of Perry Spearman, Publisher of Town Planner Calendar, by Robin Ann Peters, host of Art in Action.

You can learn more about Robin at http://artinaction.me/.

The interview was recorded at WMSN 1590 on 5/6/09 in Nashua, NH.

Part 1 - Radio Interview of Perry Spearman of Town Planner Calendar

2009-08-02T22:10:00.001-07:00

Radio Interview of Perry Spearman, Publisher of Town Planner Calendar, by Robin Ann Peters, host of Art in Action. You can learn more about Robin at http://www.NashuaHistory.com .

The interview was recorded at WMSN 1590 on 5/6/09 in Nashua, NH.

Do You Like Your Community Calendar?

2009-06-15T21:09:00.000-07:00

"Of course I do", is probably what you were thinking. If so, we thank you for liking what we do!

Want to share your opinion or idea with us and other fans and influence what next year's calendar contains?

If you answered yes, then join a growing number of people and become a fan on our facebook page.

Along with becoming a fan, you'll be empowered to tell us what you like and don't like about the calendar. Heck, we even want to know where you hang or store it.

Some people hang it on their fridge or in their office (or wood shed, or dog house, or even store it in their desk drawer!). We've even heard from some who just clip out all the coupons when it arrives in the mail.

You can also choose to start a discussion topic to share with other fans (we're fans too you know!).

We care, so go ahead and share! "The Sky is the Limit" as our grandparents use to say.

Well, to become a fan, all you've got to do is enter the text "Town Planner Community Calendar (of Greater Nashua)" in the search box of your facebook profile page.

Typing challenged?? Then just click this link to quickly go to our page.

When the page opens, just click the "Become a Fan" link to join us!

We look forward to hearing your ideas and suggestions. Really, we care, so go ahead and share!

Town Planner Calendar supports the 2009 Merrimack Fall Fesitval/Expo

2009-05-17T15:45:00.000-07:00

I was honored to be asked by Dave McCray last week to return to his Merrimack Cable TV show to support the upcoming 3rd annual Merrimack Fall/Expo scheduled for September 2009. Dave also had another guest, Bernie del Llano (AKA DJ Bernie D) on the show. The show was recorded on May 12.

The show was a great opportunity to inform local business owners of the free expo and the tremendous turnout from previous years by the public. I've participated in numerous business expos since 2005 and feel the Fall Expo is always one of the best to attend.

Please watch the video for all the details.

The recording is available here.