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Marketing Tips That
Save Marketing Dollars
Every business needs to market themselves.
However, all too often, businesses are
intimidated by it or don't feel they can justify the cost. As a business owner, I know it is hard to purchase
a couple hundred dollar ad and not have the phone start ringing
as soon as the paper hits the newsstands. But marketing is a
long term investment in your business's success. Here are a few tips to help you make your marketing dollar work harder for you.
Tip
One - Hire a Professional
If you do not feel comfortable creating and following through
with a marketing campaign, or perhaps your writing skills are
not your strong point, hire a professional. Though this will be
an additional cost, it will ensure that your marketing campaign
runs smoothly and is consistent. And consistency is the name of
the game when it comes to marketing. Tip Two - Keep it Simple
Keep in mind that people do not read ads, they skim them until
something catches their eye. A well written three-line ad, that
effectively uses white space, will attract attention on
a page that is full of wordy ads. Use a catchy slogan that will stop the reader in his tracks and
encourage him to learn more. Some of my favorites are - "We like
to strip" for a wood stripping company, or an electrologist used
"Are you feeling hairy?". As a teenager my favorite t-shirt was
from Naked Furniture and it read "Have you gone naked
lately?" Tip Three - Advertise to your Target Market
As a small company, with a limited budget, you can't be
everything to everyone. You must concentrate on your targeted
niche market. If you do not know who your target market is, or
you have not developed your niche, then I recommend starting
here.
Tip Four - Develop a Marketing Plan and Stick To It
Planning not only saves you money, but it also becomes a road map to
success. By developing and using a marketing plan, it ensures
that every ad or direct mail piece you use will fit into your
overall marketing strategy. Do some research and determine how your target market
makes buying decisions. Don't assume you know their thoughts and
buying habits... record the success and
failure of each marketing piece. A well planned and executed
marketing plan will be the difference between spending money on
marketing or investing in your company's growth. Tip Five - Think Creatively
Don't be a copycat. Not that you can't borrow someone's idea, just don't regurgitate it. Remember the first time you heard of
a "sports bar and grill"? You thought "Hey, that is a unique idea!" Today,
when you hear about a sports bar, you think "not another one".
Marketing can be the same way. If you see your competition
having a 50% off sale, your first impulse is to also have a 50% off sale. Well,
don't. The best way to beat your competition is to be different
from them and stand out. Perhaps run a "secret sale" where people have to pop a balloon to see how much they save.
Tip Six - Know Your "USP"
Your "USP" is your Unique Selling Proposition. This is an
essential part of your marketing campaign and how you present
your product/service to your market. This is the one benefit
that makes you stand out from your competition. Your competition
may be cheaper, but you offer a one year warranty. Or they may
have a larger inventory, but you deliver free of charge.
Whatever your "USP" is, be sure you are promoting it. If you
don't tell your clients you have it, they will not know. The
worst thing to hear from a client is "I didn't know you do
that". |
