Successful Promotion is a State of Mind
by Wendy Maynard
Published on this site: July 7th, 2005 - See
more articles from this month...
Every good marketing plan should have a section on ongoing
promotion and publicity, which outlines ways of reaching your
target market. These tools can do many of the same things
paid advertising is supposed to do, at a fraction of the cost.
With an on-going publicity strategy, you can enhance your
image and bring in new business.
Your first step: examine your marketing plan. Does it outline
a carefully selected target market and identify its needs?
Does it list your products and services that will meet those
needs? Your marketing plan should describe how you will make
it easy for your potential customers to buy what you sell.
And, it should describe how these people will learn that your
business exists - i.e. your promotion.
Next, take a look at your business itself. Do you know who
you are? Are you using your image as a consistent marketing
tool? In a world of intense competition, credibility and trust
are crucial. This stands true for corporations, small businesses,
and non-profit organizations. Establish a company message
you believe in and repeat it over and over in your promotional
materials.
Fortunately, consistent promotion is a state of mind - once
you start promoting your message, you'll find opportunities
everywhere you turn. By reinforcing your image and repeating
publicity, you'll begin to see dividends accrue for your organization.
As your company's stories appear in the media, your clients
and prospects will perceive you as more credible. You are
positioning yourself as the expert. As you send out materials
such as newsletters and ezines, you build a relationship with
people over time. They feel like you are a friend, not a pushy
salesperson.
If you're not sure where to start or where to go next, a
professional agency can help you refine your existing strategy
and create marketing tools to meet your specific goals.
Here are some marketing tools to consider:
- Newsletter:
A newsletter can establish you as an authority. It makes
a great direct mail piece that will give you ongoing contact
with your customers and prospects. A dynamic and interesting
newsletter can mean new business. Formatting tips: Provide
a lot of useful information in easy-to-read paragraphs.
Use short words. Make sentences brief. Illustrate your ideas
with cartoons, photos, and graphics.
- Brochures:
Brochures can convey extensive information about your business.
The best brochures include graphic images - use photos,
graphs, illustrations, and diagrams. But, make sure you
also include written copy about your organization and the
services that you offer. Offer your brochures to current
customers to pass along. Hand them out at events and trade
shows.
- Press releases:
Make sure your press releases are well written and news
worthy. Your release should reinforce and build upon your
business identity. If you are submitting it to a newspaper,
include an appealing photograph. Tell a story about a client
you have helped, or discuss new technology your company
is implementing.
- Special events:
Events raise awareness of your business and they provide
a service to the community. Try creating or sponsoring an
event that will be of interest to your target audience.
As people begin to associate your organization with the
event, you derive publicity, goodwill, and new leads. Another
option is for a business to partner with a non-profit organization
as fund-raising co-sponsors. Try offering seminars and workshops
that feature you as the expert.
- Ezine:
Publishing an ezine will help position your business as
an expert in your field. In addition, you will be providing
tips to your customers that will help them. It sets you
apart from your competitors and instills confidence and
trust in your readers, making it easier for them to do business
with you.
Wendy Maynard, your friendly marketing maven, is the owner
of Kinesis. Kinesis specializes in marketing, graphic and
website design, and business writing. Visit Kinetic Ideas
at http://www.wendy.kinesisinc.com
for more free marketing wisdom. Want to harness the power
of kinetic marketing? Sign up for Kinesis Quickies, a free
bi-monthly marketing e-newsletter:
http://www.news.kinesisinc.com
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