* Update your media list often so that press releases are sent to the right media outlet and person.
* Write a column for the local newspaper, local business journal, or trade publication. Become a widely known expert in your field, the "go-to" person.
* Publish articles in trade publications.
* Send timely and newsworthy press releases as often as needed. Publicize any notable event, such as your business's 10th anniversary, or the launch of an innovative new product, or a large business deal that the other company involved wants to get free publicity out of, too.
* Create an annual award and publicize it.
* Read up on media relations - buy several books on the subject to get a wide view and various opinions.
* Offer to appear on a radio or TV talk show as an expert. Develop relationships with local media, offering to be interviewed when they need an expert on your area of expertise.
* Create your own TV program on your industry or your specialty. Market the show to your local cable station or public broadcasting station as a regular program, or see if you can air your show on an open access cable channel.
* Get a publicity photo taken and enclose with press releases.
* Consistently review newspapers and magazines to get ideas for your own PR opportunities.
* Submit tip articles to newsletters and newspapers.
Some of this information was adapted from U.S. government sources.
* Write a column for the local newspaper, local business journal, or trade publication. Become a widely known expert in your field, the "go-to" person.
* Publish articles in trade publications.
* Send timely and newsworthy press releases as often as needed. Publicize any notable event, such as your business's 10th anniversary, or the launch of an innovative new product, or a large business deal that the other company involved wants to get free publicity out of, too.
* Create an annual award and publicize it.
* Read up on media relations - buy several books on the subject to get a wide view and various opinions.
* Offer to appear on a radio or TV talk show as an expert. Develop relationships with local media, offering to be interviewed when they need an expert on your area of expertise.
* Create your own TV program on your industry or your specialty. Market the show to your local cable station or public broadcasting station as a regular program, or see if you can air your show on an open access cable channel.
* Get a publicity photo taken and enclose with press releases.
* Consistently review newspapers and magazines to get ideas for your own PR opportunities.
* Submit tip articles to newsletters and newspapers.
Some of this information was adapted from U.S. government sources.
08/26: Marketing Tips: Sales Ideas
* Read newspapers, business journals, and trade publications for new business openings, personnel appointments, and promotion announcements made by companies. Send your business literature to appropriate individuals and firms.
* Give your sales literature to your lawyer, accountant, printer, banker, temp agency, office supply salesperson, advertising agency, etc. (Expand your sales force for free!)
* Put your fax number on order forms for easy submission.
* Set up a fax-on-demand or e-mail system to easily distribute responses to company or product inquiries.
* Follow up on your direct mailings, email messages, and broadcast faxes with a friendly telephone call.
* Try using the broadcast fax or email delivery methods instead of direct mail. (Broadcast fax and email allows you to send the same message to many locations at once.)
* Use broadcast faxes or email messages to notify your customers of product service updates.
* Reduce response/turnaround time. Make reordering easy - use reminders. Provide preaddressed envelopes.
* Display product and service samples at your office.
* Remind clients of the products and services you provide that they aren't currently buying.
* Call and/or send mail to former clients to try and reactivate them.
Some of this information was adapted from U.S. government sources.
* Give your sales literature to your lawyer, accountant, printer, banker, temp agency, office supply salesperson, advertising agency, etc. (Expand your sales force for free!)
* Put your fax number on order forms for easy submission.
* Set up a fax-on-demand or e-mail system to easily distribute responses to company or product inquiries.
* Follow up on your direct mailings, email messages, and broadcast faxes with a friendly telephone call.
* Try using the broadcast fax or email delivery methods instead of direct mail. (Broadcast fax and email allows you to send the same message to many locations at once.)
* Use broadcast faxes or email messages to notify your customers of product service updates.
* Reduce response/turnaround time. Make reordering easy - use reminders. Provide preaddressed envelopes.
* Display product and service samples at your office.
* Remind clients of the products and services you provide that they aren't currently buying.
* Call and/or send mail to former clients to try and reactivate them.
Some of this information was adapted from U.S. government sources.
* Get a booth at a fair/trade show attended by your target market.
* Sponsor or host a special event or open house at your business location in cooperation with a local non-profit organization, such as a women's business center. Describe how the organization helped you.
* Give a speech or volunteer for a career day at a high school.
* Teach a class or seminar at a local college or adult education center.
* Sponsor an Adopt-a-Road area in your community to keep roads litter-free. People that pass by the area will see your name on the sign announcing your sponsorship.
* Volunteer your time to a charity or non-profit organization.
* Donate your product or service to a charity auction.
* Appear on a panel at a professional seminar.
* Write a How To pamphlet or article for publishing.
* Produce and distribute an educational CD-ROM or audio/video tape.
Some of this information was adapted from U.S. government sources.
* Sponsor or host a special event or open house at your business location in cooperation with a local non-profit organization, such as a women's business center. Describe how the organization helped you.
* Give a speech or volunteer for a career day at a high school.
* Teach a class or seminar at a local college or adult education center.
* Sponsor an Adopt-a-Road area in your community to keep roads litter-free. People that pass by the area will see your name on the sign announcing your sponsorship.
* Volunteer your time to a charity or non-profit organization.
* Donate your product or service to a charity auction.
* Appear on a panel at a professional seminar.
* Write a How To pamphlet or article for publishing.
* Produce and distribute an educational CD-ROM or audio/video tape.
Some of this information was adapted from U.S. government sources.
08/14: Marketing Tips: Networking
* Join a Chamber of Commerce or other organization.
* Join or organize a breakfast club with other professionals (not in your field) to discuss business and network referrals.
* Mail a brochure to members of organizations to which you belong.
* Serve on a city board or commission.
* Serve on the board of your neighborhood's homeowners' association.
* Host a holiday party at your business.
* Hold an open house for your business.
* Send letters to attendees after you attend a conference.
* Join a community list-serve (e-mail list) on the Internet.
Some of this information was adapted from U.S. government sources.
* Join or organize a breakfast club with other professionals (not in your field) to discuss business and network referrals.
* Mail a brochure to members of organizations to which you belong.
* Serve on a city board or commission.
* Serve on the board of your neighborhood's homeowners' association.
* Host a holiday party at your business.
* Hold an open house for your business.
* Send letters to attendees after you attend a conference.
* Join a community list-serve (e-mail list) on the Internet.
Some of this information was adapted from U.S. government sources.
* Ask your clients to come back again.
* Return phone calls promptly.
* Set up a fax-on-demand or email system to easily respond to customer inquiries.
* Use an answering machine or voice mail system to catch after-hours phone calls. Include basic information in your outgoing messages such a business hours, location, etc.
* Record a memorable message or tip of the day on your outgoing answering machine or voice mail message.
* Ask clients what you can do the help them.
* Send clients out to a ball game, show, or another special event - just send them two tickets with a note. * Hold a seminar at your office for clients and prospects.
* Send handwritten thank you notes.
* Send birthday cards and appropriate seasonal greetings.
* Photocopy interesting articles and send them to clients and prospects with a hand-written FYI note and your business card.
* Send a book of interest or other appropriate business gift to a client with a handwritten note.
* Create an area on your Web site specifically for your customers.
* Redecorate your office or location where you meet with your clients.
Some of this information was adapted from U.S. government sources.
* Return phone calls promptly.
* Set up a fax-on-demand or email system to easily respond to customer inquiries.
* Use an answering machine or voice mail system to catch after-hours phone calls. Include basic information in your outgoing messages such a business hours, location, etc.
* Record a memorable message or tip of the day on your outgoing answering machine or voice mail message.
* Ask clients what you can do the help them.
* Send clients out to a ball game, show, or another special event - just send them two tickets with a note. * Hold a seminar at your office for clients and prospects.
* Send handwritten thank you notes.
* Send birthday cards and appropriate seasonal greetings.
* Photocopy interesting articles and send them to clients and prospects with a hand-written FYI note and your business card.
* Send a book of interest or other appropriate business gift to a client with a handwritten note.
* Create an area on your Web site specifically for your customers.
* Redecorate your office or location where you meet with your clients.
Some of this information was adapted from U.S. government sources.
08/10: Marketing Tips: General
* Publish a newsletter for customers and prospects (it doesn't have to be fancy or expensive).
* Develop a brochure of services.
* Include a postage-paid survey card with your brochures and other company literature. Include check-off boxes or other items that will involve the reader and provide valuable feedback to you.
* Business cards only work if you pass them out, not if they're in the box!
* Produce separate business cards/sales literature for each of your target market segments (e.g. government and commercial and/or business and consumer).
* Create a poster or calendar to give away to customers and prospects.
* Make sure your USP (Unique Selling Proposition) appears on your Web site, company brochure, and all sales material.
* Create a signature file to be used for all your e-mail messages. It should contain contact details, including your Web site address and key information about your company that will make the reader want to contact you.
* Include testimonials from customers on your Web site and all marketing literature.
* Test a new mailing list. If it produces results, add it to your current direct mail lists or consider replacing a list that's not performing up to expectations. Test a small segment of the list (a couple of hundred) before going for thousands or millions.
* Rather than sending direct mail in plain white envelopes, use colored or oversized envelopes to pique recipients' curiosity.
* Announce free or special offers in your direct response pieces. (Direct responses may be direct mail, broadcast faxes, or e-mail messages.) Include the offer in the beginning of the message as well as on the outside of the envelope for direct mail.
This information adapted from U.S. government sources.
* Develop a brochure of services.
* Include a postage-paid survey card with your brochures and other company literature. Include check-off boxes or other items that will involve the reader and provide valuable feedback to you.
* Business cards only work if you pass them out, not if they're in the box!
* Produce separate business cards/sales literature for each of your target market segments (e.g. government and commercial and/or business and consumer).
* Create a poster or calendar to give away to customers and prospects.
* Make sure your USP (Unique Selling Proposition) appears on your Web site, company brochure, and all sales material.
* Create a signature file to be used for all your e-mail messages. It should contain contact details, including your Web site address and key information about your company that will make the reader want to contact you.
* Include testimonials from customers on your Web site and all marketing literature.
* Test a new mailing list. If it produces results, add it to your current direct mail lists or consider replacing a list that's not performing up to expectations. Test a small segment of the list (a couple of hundred) before going for thousands or millions.
* Rather than sending direct mail in plain white envelopes, use colored or oversized envelopes to pique recipients' curiosity.
* Announce free or special offers in your direct response pieces. (Direct responses may be direct mail, broadcast faxes, or e-mail messages.) Include the offer in the beginning of the message as well as on the outside of the envelope for direct mail.
This information adapted from U.S. government sources.
* Analyze your fee structure quarterly.
* Accept major credit cards.
* Learn to barter; offer discounts to members of certain clubs/professional groups/organizations in exchange for promotions in their publications.
* Consider offering quick pay or cash discounts.
* Offer financing or installment plans for large purchases, with automatic monthly credit card billing.
This information adapted from U.S. government sources.
* Accept major credit cards.
* Learn to barter; offer discounts to members of certain clubs/professional groups/organizations in exchange for promotions in their publications.
* Consider offering quick pay or cash discounts.
* Offer financing or installment plans for large purchases, with automatic monthly credit card billing.
This information adapted from U.S. government sources.
* Establish a marketing advisory and referral team composed of your colleagues and/or neighboring business owners; share ideas and referrals and discuss community issues. Meet quarterly for lunch.
* Create a suggestion box for employees and customers.
* Attend a marketing seminar.
* Read marketing & sales books.
* Subscribe to a marketing e-zine or other publication.
* Subscribe to a marketing list-serve on the Internet.
* Train your staff, clients, and colleagues to promote referrals.
* Hold a monthly marketing meeting with employees or associates to discuss strategy and status and solicit marketing ideas.
* Join an association or organization related to your profession.
* Maintain a consultant card file for finding designers, writers, and other marketing professionals. Hire a marketing consultant to brainstorm with you.
* Buy travel magazines and local publications from other cities to see what new-to-you ideas you can find.
This information adapted from U.S. government sources.
* Create a suggestion box for employees and customers.
* Attend a marketing seminar.
* Read marketing & sales books.
* Subscribe to a marketing e-zine or other publication.
* Subscribe to a marketing list-serve on the Internet.
* Train your staff, clients, and colleagues to promote referrals.
* Hold a monthly marketing meeting with employees or associates to discuss strategy and status and solicit marketing ideas.
* Join an association or organization related to your profession.
* Maintain a consultant card file for finding designers, writers, and other marketing professionals. Hire a marketing consultant to brainstorm with you.
* Buy travel magazines and local publications from other cities to see what new-to-you ideas you can find.
This information adapted from U.S. government sources.
* Create a new service, technique, or product.
* Offer a simpler/cheaper/smaller version of your (or existing) product or service.
* Offer a fancier/more expensive/faster/bigger version of your (or existing) product or service.
* Update your services periodically based on current trends and the wants and needs of your target market.
This information adapted from U.S. government sources.
* Offer a simpler/cheaper/smaller version of your (or existing) product or service.
* Offer a fancier/more expensive/faster/bigger version of your (or existing) product or service.
* Update your services periodically based on current trends and the wants and needs of your target market.
This information adapted from U.S. government sources.
* Read market research studies about your profession, industry, product, target market groups, etc.
* Collect competitors' ads and literature; study them for information about strategy, product features, benefits, and so forth.
* Ask customers/clients why they hired you, and solicit suggestions for improvement.
* Ask former clients why they left you.
* Read the newspaper every day to keep abreast of current trends, to help you in identifying new markets, and to stay informed about your target market, product or promotion strategy.
* Join email lists related to your profession.
* Subscribe to trade publications related to your target market. For example, if you target dentists, find out what publications they read, and read them, too.
This information adapted from U.S. government sources.
* Collect competitors' ads and literature; study them for information about strategy, product features, benefits, and so forth.
* Ask customers/clients why they hired you, and solicit suggestions for improvement.
* Ask former clients why they left you.
* Read the newspaper every day to keep abreast of current trends, to help you in identifying new markets, and to stay informed about your target market, product or promotion strategy.
* Join email lists related to your profession.
* Subscribe to trade publications related to your target market. For example, if you target dentists, find out what publications they read, and read them, too.
This information adapted from U.S. government sources.
