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Marketing methods
by Jennifer Proia
"Success is a series of right thoughts
put into action."
"Marketing" is a vague word, isn't it? It means many things to many people. But marketing can be simply defined as anything you do that promotes your product or services. It could entail taking a client out to lunch (solidifying relationships, promoting goodwill), running an ad in a targeted publication, sending out a piece of direct mail, sending out a monthly newsletter or postcard, sending a holiday gift...all of these constitute marketing. Here are some of the most common categories to consider in your ongoing marketing efforts:
1. ADVERTISING = Paid ad space in a publication. Common advertising mistakes are:
a) Not running an ad long enough for recognition (people often have to see your company name up to 10 times before it even registers). A smaller ad run over time is better than a full page ad run once.
b) Cramming too much in your ad (too busy, not enough white space).
c) Running ads in generalized, non-targeted publications (this is a waste if money - only advertise in highly targeted publications that your desired buyer would read).
d) Not having a clear or compelling offer or call to action. What are you offering that will make them call? What do you want them to do?
2. PUBLIC RELATIONS = "PR" is editorial coverage in a newspaper or magazine. You don't pay for it, but you have to be eloquent, knowledgeable, and persistent enough to be featured. Editorial coverage in a reputable trade paper or newspaper is IMMENSELY valuable. Not only will people read it and learn about you, but you will be seen as an expert, AND you will have an article to put in your promo kit. Having a reporter write an article about you requires time and patience, and perhaps even a professional PR firm or freelancer dedicated to the task. So how do you get coverage? You have to send in a press release. What is newsworthy enough to warrant a press release? Well, it could be a new hire, an article that you wrote offering fresh insights, the release of a new product or service, an employee promotion, a new account, a contest, a new WEB SITE, etc.
Don't underestimate the happenings of your company. Hold monthly or bimonthly PR meetings to discuss potential news items and get your company name out on a regular basis. Learn the art of writing a good press release before you send one to a newspaper, and make sure it is free of grammatical errors! PR is an excellent, cost-effective way to promote your company. You might also try to be a regular contributing writer for a targeted newsletter or publication, even if it's volunteer. >>
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