Marketing methods
by Jennifer Proia

contined

3. DIRECT MAIL = A very slim response rate (1-5% on average) but well worth the effort if your mailing list (the recipient names) are targeted buyers. Make sure you have a COMPELLING OFFER (one that would make them act, too good to pass up) and a clear call to action (what you want them to do, i.e. call, email, fax, etc.) Direct mail has a major benefit: shelf life. If the piece is visually attractive and the offer is good, they will hold onto it for about 3 months! A direct mail piece can be as simple as a letter with your business card attached, or a custom piece designed to pique interest.

4. PROMOTIONAL ITEMS / GIFTS = Who doesn't like a free item, especially if it's chic, useful, and attractive? Promotional items are engraved or inscribed tastefully with your logo and don't have to be expensive. Shop around for the best prices and order smaller quantities if needed to help keep costs down. Choose something upscale or "cool". Think of promotional items this way - if you would like it and use it, then other people probably would too. A gift could also be sending a bouquet of flowers to say "thank you", or sending a box of chocolates for a client's birthday. This lets them know you're thinking about them and appreciate their business.

5. EMAIL = Did you know that only 11% of small businesses use email marketing? (Source: The Kelsey Group, 2001). Not a very high percentage for such an immediate and cost-effective way of reaching out to people! Send out a free informative e-newsletter each and every month. Or at the very least 6 times a year. It doesn't take much time, it's fun, it will get a response over time, and will give you abundant content for your web site. Spend an hour a week or so on the content.

6. SPONSORSHIPS = Contributing money to appear as a sponsor for an event can be costly, depending on the scale of the event. It could be as grandiose as sponsoring a Nascar, or as local as sponsoring a little league team. Sponsorships make sense if the majority of audience members are potential customers. If they are likely to buy what you have to sell. If you product or service is specialized or uncommon, then sponsorships probably won't bring in new business.

7. EVENTS = Have you considered being part of a trade show or conference? Or being a guest speaker at an event? Hiring a booth at a trade show can be costly, so again, look at who will be attending and weight the cost to benefit ratio. Or look for a barter situation. Events might also mean hosting an after-hours networking group at your place of business for clients, associates and colleagues, or getting together with a client for lunch or a round of golf! People do business with who they know and like. >>