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One
of the fastest ways to waste money is on a misguided marketing effort. There
are a variety of ways to market your business. But too many businesses rely
on just one. Whether it’s advertising or direct mail, one sole means of
marketing is likely to deliver less than stellar results. The key to
maximizing your marketing efforts and dollars is diversifying your marketing
plan.
An
important part of your marketing plan should include professional and
association membership. This will put you in contact with people outside
your industry, who might have a need for your products and services. It’s
not enough to just attend meetings. Participate in special events or join a
committee. Personal contact, even in this age of high-tech, is still one of
the best ways to market your business. Consider writing articles for the
local or national newsletter, make a presentation at a monthly meeting or
regional conference, be sure you're listed in the association's directory
(with a photo, if possible) and link your Web site to theirs.
A
regular part of your marketing plan should include reviewing your
promotional materials from business cards, letterhead and envelopes to ads,
promotional materials and anything that may carry your logo on it. If you
haven't had a makeover in the last five to 10 years, it's probably time for
a new look. This can be one of the most creative and fun aspects of your
marketing plan, but it should not be left to amateurs. Remember your brand
is the cornerstone of all your marketing. Work with a graphic designer to
develop a strong logo and then be sure to include it on all your promotional
pieces including advertisements, Web pages and direct mail pieces.
A
frequently overlooked part of a marketing plan is charitable and community
giving. Good will marketing often has the longest and most lasting impact on
the people you want to attract to your business. Consider adopting a charity
or offer pro bono services. You may want to donate merchandise, contribute
to fundraising auctions or sponsor an event for a local non-profit. Most
charities make a point to thank their sponsors publicly, in their
newsletters, programs and advertisements.
Staying
in touch with current customers should be a central component of a
well-diversified marketing plan. You should consider a direct mail piece at
least four times a year. This can include letters, tip sheets, postcards,
newsletters, thank you notes, holiday cards or other informative, humorous
or timely, soft-sell mailers. Many point-of-sale systems are capable of
accepting the name, address and phone number of a customer at the time of
sale. Add to this database the vital statistics on serious prospects,
vendors and sources of referral.
Make
sure you include an online component to your marketing campaign. Register
your company domain name. Today’s marketplace demands businesses have at
least e-mail address and a one-page Web site. Start out small with one or
two pages. Once you've experimented with the Web, you'll be prepared to
expand it with the appropriate information.
Don’t
forget the importance of public relations in your marketing plan.
Identify your company's most newsworthy topics and write a press
release for the most interesting and timely item. Commit to sending at least
two press releases a year. While there is no guarantee that you'll be
included in an article, the rewards of positive news coverage are
many.
Remember,
marketing is an ongoing effort. Your plan should be revised at least
annually
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