So...
you have a great product.
You have an awesome website and sharp business cards.
You've even got really great Letterhead.
But so far, they have gone virtually unused and unnoticed.
You thought that people would line up at your door to buy your product, but it just isn't happening.
What's the deal? No one is going to know anything about your product until you promote it.
You've got to come up with a really sound promotional plan in order to bring your hard work to fruition.
However, before you jump out there and promote, you have to take care of some fundamentals first.
Let's take a look at how to start.
1.
Do your research.
It is amazing how many small business owners don't perform this crucial step.
It is not enough to have a great product.
You have to take a realistic look at the market.
Determine who is most likely to use your product.
They will become your target marketing audience.
Determine who your competitors are.
Look at what they are doing to promote themselves.
(Tip: A great place to look is in trade journals).
2.
Determine your budget.
Be realistic, but do understand that marketing should be a large piece of your budget.
People do not realize that they need you or your product until you tell them.
Once you decide upon your budget, stick to it.
Now comes the fun part...
go forth and promote! It's not that easy, you say? Oh, but it is.
3.
Develop marketing collateral.
This includes brochures, flyers, one page glossies, newsletters, etc.
Put some thought into this step, because it should be cohesive and fluid with the image that you want your business to project.
Make it sharp, concise and attention-grabbing.
Think like your target consumers...
what would they want to see? 4.
Participate in promotional activities.
Sponsor a Little League team or a local "fun run".
Volunteer to clean a section of highway (You'll get your name on a plaque).
Participate in fairs (health fairs, job fairs, etc).
Get a booth in a tradeshow.
Order give-aways (hats, coffee mugs, calendars, pens) and hand them out during these functions.
Participate in community projects and clubs (Rotary Club, Chamber of Commerce).
If your target audience has support networks, attend the meetings and hand your cards out.
Donate your product as prizes in raffles at fundraisers.
Put magnetic signs on your car.
The idea here is getting yourself and your business in front of people.
Do it as often as you can, in as many creative ways you can think of.
5.
Become a leader in your field.
You become a leader by promoting yourself as one! You know that you know what you are talking about and are good at what you do...
so let everyone else know too! Start speaking at conferences, association meetings, etc.
Write for trade journals.
Create newsletters.
Write a book! If you are perceived as an expert in your field, then that is what you will be! Public perception is everything.
6.
Develop a Media Campaign.
This might sound daunting, but trust me, it really isn't.
Pick up your pen (or turn on your computer) and start writing! Write press releases, press kits and articles.
Take up blogging and stream your blog through Twitter.
Get a presence on Facebook.
Write articles and publish them on Ezines.
The more people that are reading your writing equates to more publicity that you are receiving, which is the ultimate goal.
7.
Use a "Buddy Marketing Campaign".
Team up with someone in a complementary business (for example, a pet store and a pet grooming business) to run advertising campaigns.
You can do "buddy referrals" for each other and team up to run contests.
8.
Put every document that leaves your office to work for you.
I am sure you already have letterhead, business cards and a website.
However, don't overlook your envelopes, signature on your email, receipts and fax cover sheets.
Anything that leaves your office can carry your logo and slogan.
Why not? If it's going to leave your office anyway, it might as well have a dual purpose: Advertising! 9.
Have measurable objectives.
This means...
don't say to yourself, "I will increase my marketing effort".
Instead, say "I will send out 150 sales letters to local target consumers and distribute a mass mailing of 500 flyers by the end of the month.
Do not be vague about your goals or you might see vague results.
10.
Promotional strategy does not always involve in-your-face marketing.
Promotional strategy also includes providing excellent customer service.
If you create a reputation for world class service, that will contribute to the image that you are trying to project.
Ask for referrals.
Probably a third of your business will come from referrals.
Allocate a specific amount of time each week for analyzing your current strategy and revising it to fit your current needs.
A good promotional strategy is a key element in any marketing campaign, and in my opinion, the most fun! It really is simple...
just figure out who your target audience is and put yourself in front of them in as many ways as you can think of.
Once you get those creative juices flowing, I think you will see that the opportunities are endless!