Marketing is always a "hot" topic for business owners. Jay Levinson, author of Guerrilla Marketing, shared some of his marketing strategies for business owners at the Eureka Inn last spring, and they are well worth reviewing.
Investing your time, energy and imagination into your marketing is essential for your success. Just as synergy works between people, implementing marketing combinations has a greater chance of creating a successful business.
Some of the marketing strategies Jay Levinson highlighted are:
- Have a Marketing Plan. It should only be 7 sentences long—which forces you to focus.
- Develop a Marketing Calendar. Project over the next year what you are doing each month to promote your business. This prevents emergencies and makes decisions easier.
- Create a marketing niche for your business. Be sure all your promotional materials reflect what you stand for.
- Make sure the name of your company is easily understood.
- Create an Image based on truth and honesty. You want your Image to identify you and to let people know what to expect.
- Create an eye-catching logo that stands out and use it on all your promotional materials. Use color to your advantage. Most people remember something they see better than something they hear.
- Develop a theme for your business—a set of words that summarizes your company and what you stand for. This should be something you can live with in the future. Your theme will get stronger over time.
- Your stationary makes a statement about the quality of you and your company.
- Your business cards are a great marketing tool. People enjoy getting lots of information on a small space. Be sure to include your fax number, e-mail, web-site, etc. You could even include your theme.
- Have Inside Signs—information in your office that promotes several things you are doing or other services you are offering. 74% of all purchases are made at the "point of purchase." Make it easy for your client to purchase from you.
- Have Outside Signs—that represent you well. Look for places where you can put up your business cards, flyers or signs about your business.
- Provide EASY access to your business—preferably 24 hours a day, 7 days a week. This can be done by having e-mail or voice mail: a way for folks to be in contact. Be flexible, and make it convenient for your clients/customers to contact you.
- Think of your business as a package. Make sure it conveys your identify. This includes your reception area and office, how your telephones are answered and how your clients/customers are greeted. "Neatness" is a quality that reflects how you run your business.
- Remember "quality" no longer sets you apart—it's now the price of admission. "Innovation" is the key for the 21st Century.
- Recognize the importance of "word of mouth" marketing. The moment of maximum satisfaction is within the first 30 days. Happy customers will be glad to share their good fortune (and your brochures) with people they know. Create a flyer or brochure that can be sent to new interested people. Think about other places potential customers are likely to patronize and put promotional pieces in such places.
- Community involvement is a great way to meet new potential customers and clients. People prefer to so business with people they know. Let people know what you do and promote your business wherever you are.
- Referrals are your greatest source of new customers. Ask for referrals—3-5 names of people who would like to be on your mailing list or who would benefit from you service. And don't be shy about following up on these referrals. Once a year, send letters to your old customers and ask for referrals. (Send a reply envelope to make it easier for them to respond.)
- Stay in contact with your clients and offer follow-up services or products as needed.
- Share with groups (such as Business Connections) about what marketing strategies worked or didn't work for you.
- Guarantees are mandatory in the 90's; you must always stress your guarantee.
© 1997, Katie Darden and Gabrielle Parkinson