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Under-The-Radar Marketing:
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Under-The-Radar Marketing: You have (or should have) effective, measurable advertising and PR campaigns already in place that target your customers and prospects. And you should be tracking these campaigns and adjusting them as necessary to make sure they are achieving your desired results. (You are doing that, correct?) Now what can you do that is inexpensive and effective to supplement your marketing programs? Actually, the 'now what can you do' is really more like the foundation of your marketing program. If done correctly, your name and products/services will consistently be out in front of your prospects and business customers. To start, make sure you have letterhead and business cards that have the correct amount and right kind of information on them. You need to have contact information, i.e. address, phone and fax numbers, and email and web site addresses. Business cards can also have a short listing of services, if appropriate. If you have a web site, have it up and running. Your web site should be customer friendly, i.e., easy for customers to find their way around it. It should also provide customers with some free, useful information. What you don't want is a web site that reads, "Under Construction." If it is, customers will probably go elsewhere. Do you have a staff that visits customer sites on a regular basis? If the answer is yes, have them wear uniforms, hats or possibly name tags that include your company logo and slogan. Be sure to give away T-shirts, coffee mugs or some other useful or useable item to your best customers, soon-to-be customers and employees. (Don't forget, your employees can be some of your best salespeople.) And make sure these items reflect your marketing theme and are interesting enough to wear or use. Use the side of your vehicle to advertise your business. Vehicle signs are an effective way to advertise if you operate in a defined territory. Put the proper contact information on your sign and make the words and phone number large enough to be read easily. Don't overload the sign with information, though. You want to make an impression that's easily read by folks on the move. Also, be aware that vinyl lettering can be removed or pulled away. So make sure to repair your sign if it is damaged before you hit the road. Got boxes full of giveaways left over from your last trade show? There's no rule that says giveaways can only be distributed at trade shows. Give them to business associates, friends, customers and to anyone else who visits your business. Or send them to prospects or customers along with a "thank you" note or as part of another direct mail marketing program. Nothing wasted. Business gained.
The Marketing Partner comments and submissions to info@mpus.com. Previous issues are on our website at http://mpus.com/tmp/. Marketing Partners Incorporated 410.309.0596 Copyright ©2002-2011 Marketing Partners Incorporated, All Rights Reserved http://mpus.com/
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