Have A Well-Defined Promotional Plan
A significant part of your marketing includes promotion – pre-show, at-show and post-show. Most exhibitors fail to have a plan that encompasses all three areas. Budget is naturally going to play a major role in deciding what and how much promotional activity is possible. Developing a meaningful theme or message that ties into your strategic marketing plan will then help to guide promotional decisions. Know whom you want to target and then consider having different promotional programs aimed at the different groups you are interested in attracting. Include direct mail, broadcast faxes, advertising, PR, sponsorship, and the Internet as possible ways to reach your target audience.
Use Direct Mail Effectively
Direct mail is still one of the most popular promotional vehicles exhibitors use. From postcards to multi-piece mailings, attendees are deluged with invitations to visit booths. Many of the mailings come from show management’s lists …
A local morning team on the number one morning show in town have me on each Monday and Wednesday for about 5 minutes each time.
As a marriage and family therapist, it’s a fantastic way to market my private practice.
Many people have asked me why in the world I drive over there twice a week. I usually respond by asking them do they know how much it would cost to buy 10 minutes of advertising on the radio each week?
Advantages of appearing on the radio
There are several advantages to being on the radio as a therapist:
- It ups your expert-ability – When you are on the air, you are automatically seen as an expert. Listeners figure that the station would not have you on if you did not know what you were talking about.
- You reach a larger audience – When you give a presentation to a
One of the most intense types of marketing that is geared towards people no matter where they are and where they go is mobile marketing. Consider this. You could pay for one hundred banners to be put on the sides of buses in one major city. This will cost thousands of dollars in marketing. Those who see the ad will be able to react to it. But, in order for them to see it they need to be at the right place at the right time to see the bus go past them. In the end, your target audience is quite difficult to target in this medium.
But, when you consider mobile marketing, the tables are turned. What is the one thing that you insure you have when you grab your keys to head out the door? You mobile phone! And, so does about half of the population out there. …
Be Prepared to Initiate
In many businesses there is no real attempt to initiate action towards a sale. Many sit and wait for customers to come in or for the phone to ring. They hope the customer will initiate the action. This is OK when things are busy, but what happens when trade slows down? Often the first thought is that we had better do some advertising. Unfortunately, random, unfocused, one off type advertising rarely achieves good results. You need to know what initiates action from your customers and then consistently and regularly set that process in motion. This takes a degree of preparation and planning, by analysing customer needs, preparation of a targeted marketing message and delivery through the right media to attract the appropriate amount of attention from the right customers.
Be Prepared to Measure
Is there anything worse when not making enough sales than to spend money …
First, list each company’s top executives, products, and services. Make sure your marketing effort is aimed at the right individual.
Second, describe the products or services that you think best apply to each client. This is not a sales forecast but rather a listing of products you think can best help his or her business.
Third, make a list of your competitors. Include their products and any marketing programs they have. If they use fliers, advertisements and so on, list them and, if possible, the dates they appeared.
Fourth, write down the marketing plan you’ve used for each client. If you send anyone literature, be sure to include the date and result. Was a purchase made? Was there a request for more information? Did someone call? If no action was taken, note that, too.
Last, but not least, keep track of your marketing costs per client or prospect.
A well …
detail may be appropriate.
Basic Marketing Plan Content
Include a summary at the beginning. Like any business report, your plan write-up should begin with a summary. The traditional executive summary is one option. I prefer to include — either in addition to or instead of the executive summary — a one-page table. The table makes everyday use of your plan easier. In one glance you can be reminded of your main challenge, objective, strategies, and tactics as well as budgets and deadlines. Also, as your plan evolves throughout the year, the table makes it easier to strategically modify the plan.
Explain your reasoning. Make some reference to why you chose the specific objective(s) and strategies in your plan. This will make it easier to justify the plan to others (if necessary). It will also help you make smarter, strategic decisions.
Identify your target customers. By doing so, you will be …
The Internet and its advancing technology are significantly changing the way marketers reach consumers. In most cases, the cost to use these newer tools and tactics is within range for most independent innovators and entrepreneurs. The hardest part may be choosing which method to use.
Your first step is to familiarize yourself with the possibilities. Next, you will need to become more techno savvy or find a talented computer consultant. While the consultant can cost a fair amount, consider creative ways of working with such a person: Bartering or offering a percent of your profits for a limited amount of time are just two options. You also may need to consider enlisting the help of other professionals or talented amateurs looking for opportunities. Photographers, writers and videographers are a few that come to mind. Again, before you protest the potential cost, look for low-budget options in your area. Local community …
In other words, if the product or service you provide is truly of benefit to others, then marketing becomes a duty. Not spreading the word is irresponsible and unethical.
Of course, the opposite is also true. If you have a product or service with no real benefit, then to actively market it would be irresponsible as well. If deep down you have doubts as to whether what you’re providing is of real value, you’ll probably sabotage yourself in your marketing efforts. I see this all the time among small business owners — they often don’t believe enough in their products to aggressively market them. So they hold back and fill their days with non-marketing activities instead. Doing too much marketing makes them feel uncomfortable.
I’m not advocating trying to fool yourself into believing in your product/service when you don’t. I’m suggesting you consult your conscience to see what you already …
Once the market is divided up, the company with the larger share is likely to continue to take business away from the smaller company.
The bigger company can afford a bigger advertising budget, a bigger research department, more sales outlets, etc. No wonder the rich get richer and the poor get poorer.
Is there no future for the small competitor? Of course there is which one reason why this book was written is. (General Motors, General Electric, and IBM don’t need to study Clausewitz to be successful.)
But smaller companies with smaller market shares do need to think like field commanders. They must keep in mind the first principle of warfare, the principle of force, be it military or marketing. “The art of war with a numerically inferior army,” said Napoleon “consists in always having larger forces than the enemy at the point which is to be attacked or defended.”…