 Ten Ways to Develop
Business Beyond Lunch or
Golf
Time-Honored But Time
Intensive
Shmoozing or expensive
advertising used to be the mainstay of
business-to-business marketing. However,
communications tools have proliferated
while available time for both prospect
and seller is at a premium. Other more
cost effective and time efficient methods
can be used to make contact, deliver
sales messages, and stimulate top-of-mind
awareness.
The following list
suggests some basic techniques for marketing
your service or organization to your market.
There are others, such as trade advertising,
direct response mass mail. However, the
emphasis here is on low-cost, high impact
methods that dovetail with and support sales
efforts. As with all effective marketing
communications, the exchange is as interactive
as possible and should serve to separate you
from the pack.
Provide Valuable
Information
Information is a valuable commodity. Giving the
right amount can establish identity,
credibility, and even obligation. Here a few of
many viable ways to do it.
|
1. Web
Page
|
An inexpensive and
effective way to give frequent
and current
information. |
|
2.
Cause-related
marketing
|
Stand for
something—preferably related to
your market. Whether it’s an
issue, legislation, or an
injustice, your market will be
appreciative. |
|
3.
Newsletter
|
The key to an effective
newsletter is news. It must
contain information useful to
the market and avoid blatant
self-promotion. |
| 4.
Publicity |
Ideally, become a
spokesperson. Otherwise, make
sure to get credit for
involvement with events which
might be newsworthy for the
market. |
| 5. Seminar or
panel |
Can be interactive and
impactful. However, it can also
be expensive and detrimental if
not well attended. |
| 6. Cross
market |
Ally with
non-competitive company of
comparable prestige and
positioning which pursues and
serves your market or
demographic. |
| Interact with your
market to discover their
requirements, wishes, and
rationale. This is probably the
most important technique of
all; it makes the listed
communication techniques more
effective. |
| 7. Web page |
Take questions,
comments, and names and
information. |
| 8.
Event/Party |
Better than several
lunches at once; a chance to
display your corporate
culture. |
| 9. Cards,
ecards |
Frequency is the key.
Holidays, corporate
announcements, a chance to
stimulate a live
contact. |
| 10. Cause-related
marketing |
Promoting prospect or
client involvement and teaming
with them can be rewarding on
many levels. |
NOTE:
This list is confined to simple definitions.
Practical application depends on your
situation. If you’d like to know how to
maximize benefits, minimize cost, and avoid
pitfalls with these and other methods, please
contact me by email, phone, fax, or even snail
mail.
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