dazzdesigns

When operating a booth in a trade show, it is very important to have a promotional plan in place. Without one, the promotional aspect of the business can be complete and utter chaos. That is certainly something you don’t want. You want a plan where everything is organized because nothing works without some kind of order. That is why there are processes to virtually everything and trade shows are definitely not an exception. There is a process to setting up the booth and there needs to be one for promoting the booth as well, so a promotional plan must be put in place.

Promotion is the biggest part of your marketing. You have to promote your booth before the show, at the show, and even after the show. So many trade show exhibitors do not have a solid plan in place that takes care of all three of these areas. The reason is because of the budget. Some believe that they cannot do such promotion on their budget. It is true that money will decide how much promotion can take place, but the budget can serve has a good guide as to what can be done and how much of it can be done. A little is definitely better than none at all. One sale can be the difference between making money and not making money, so every little bit helps.

When creating your promotional plan, it is a good idea to have a theme in mind that can be remembered by those you are promoting to. This should become a significant part of your promotional plan. You want to determine who it is you need to target and you may even want to consider having different approaches for the different types of people you are aiming for. You want to do such things as broadcast faxes, direct mail, PR sponsorship, advertising, and utilize the internet as much as possible. Of course how much of this you do depends on your budget, but try to touch each area at least a little bit so that you can get the word out in many different areas.

When using such methods as direct mail, you want to make your mailing stand out from the rest that ends up in the mailboxes of potential customers. You don’t want them to glance at it and automatically think, “Junk mail.” This means your money is going to go straight to the trash. Also, in any of your marketing approaches, you want to provide your prospective customers with an incentive to check out your business. Everyone has busy lives and sometimes an incentive is the only thing that is going to bring them to you. You also want to highlight what is new in your business because people take an interest in things that are new versus the old. People are always eager to learn about those things that are new, so be sure to provide them with the information they crave.

Also, sending press releases into local newspapers is a great way to get exposure. Public relations are very cost-effective and are very successful when generating sales and inquiries. That is why you want to send catchy and newsworthy press releases to the local papers that focus on what is new with your business such as a new product.

Another part of your promotional plan should be to have everyone trained and ready to communicate with anyone and everyone that walks up to the booth. This means customers, press, and whoever else shows up. By having your people prepared, promotion can be consistent, organized, and successful.

A Canadian trade show display and display stand manufacturer, as well as an authorized online dealer for only the highest quality portable display systems. Offering portable banners stands, table top displays and exhibit booths.

Top franchisors face the daily challenges associated with having to manage day-to-day relationships with an ever-increasing number of franchisees and area developers. The complexity of coordinating among so many stakeholders can represent a huge challenge - especially when attempting to maintain a consistent brand image across the entire franchise network while keeping marketing costs down. Not only are these efforts typically resource-consuming for the franchisor, but they can also result in unnecessary frustration and costs for franchisees.

However, with this burden comes an opportunity for top franchisors (and those aiming for the top in their niche) who learn to effectively manage integrated promotional goods and direct mail campaigns.

Here are 7 tips for how top franchisors can create integrated promotions and ad campaigns for their organizations:

Tip #1: Maintain a consistent brand image even though promotional materials are sent out by different franchisees: A healthy brand image is vital for franchise organizations wanting to go the next level in sales and reputation. Franchisors who leave the responsibility of developing promotional campaigns to the individual franchisees risk losing out on the opportunity to maintain a consistent, integrated brand image across the organization. This is because different franchisees - even with the best intentions - will end up creating different creative (i.e., the look-and-feel of the ad or mailer) from one area to the next. This type of inconsistency can quickly erode the viability of the brand in the eyes of customers. However, with an integrated campaign whereby the franchisor pre-approves which promotional materials can be sent out and allows franchisee access to those materials via a secure Internet site, 100% brand integrity is achieved.

Tip #2: Find ways to save money with volume buying: Integrated systems allow franchisees to order promotional materials and direct mail items whenever they like. However, with multiple stores placing orders at around the same time, printers and fulfillment houses can produce and ship the items in larger quantities - thereby achieving economies of scale that individual franchise cannot match. This leads to lower costs for all involved.

Tip #3: Create yet another reason why prospective franchisees should choose your network: Prospective franchisees are faced with a myriad of organizations into which they can invest: why should they choose yours? Try showing them that you have come up with a simple, straightforward way for your franchisees to place orders on a custom Web site that is “skinned” with your organization’s logo and color scheme. If you do, your prospects will count this benefit heavily in your favor when making decisions about where to invest their capital.

Tip #4: Give your franchisees a simpler way to order direct mail and promotional goods: Your franchisees are busy every day trying to promote the corporate brand, grow their businesses, and even consider whether to expand into additional locations. And let’s face it: most of them are not marketers by trade. Rather, they are savvy investors who want to generate additional personal wealth while running their own businesses. For a franchisee trying to order direct mail or promotional goods on their own, they must jump through a number of hoops before they even get the first piece out, including having to develop the creative, negotiate with a printer, buy a mailing list, and mail out the items. By contrast, franchisees who have access to promotional and direct mail items through an integrated online ordering system can skip right over that additional hassle and go right to completing an order - including customization and online proofing - in about 10 minutes.

Tip #5: Allow franchisees to charge the order to a credit card or to the corporate office: An integrated ordering system can be set up to recognize which franchisee is logging into the system at any given time, thereby customizing the payment options accordingly. For example, you might choose to give certain franchisees access to a corporate marketing fund against which they can charge their orders, while other may be asked to pay online via a credit card.

Tip #6: Pre-arrange vendors to take care of the fulfillment process: Integrated marketing systems extend all the way from order to fulfillment. That means that contracts with printers, promotional goods providers, and mailing houses are all pre-arranged. This allows all parties involved - both franchisor and franchisees - to avoid the hassle of dealing directly with these vendors each time an order is placed. In fact, no direct communication with vendors is needed: the system works out the details with the vendors automatically.

Tip #7: Launch seasonal promotional campaigns quickly and easily: An added bonus of integrated online ordering systems for franchise organizations is the ability to leverage the system to quickly organize and launch seasonal or special ad campaigns. The corporate office can set up special landing pages in the system for ordering such seasonal items in a matter of days and can then e-mail franchisees to let them know about the special campaigns. Integrated systems offer additional benefits in terms of allowing the franchisor to quickly mobilize in support of a new campaign idea.

Finding integrated, low-cost ways to integrate promotions and direct mail campaigns across your franchise network can benefit your entire franchise organization in numerous ways. These benefits include saving time for franchisors, simplified ordering and lowering costs for franchisees, allowing for a unified brand image across the organization, and providing an additional reason for franchisors to entice prospects to join the franchise network.

Visit www.VentureManagerSolution.com to view a short demo video on how to implement a custom online ordering system for your franchise network. The system features real-time mailing list counts, quick order processing and pre-arranged mail and promotional goods fulfillment.

THE ART OF CLOSING YOUR PROSPECTS

24/7-365 DAYS A YEAR “LIVE”!

A HUMAN FACE WORKING FOR YOU!!

What does your website look like? It’s probably standard. Replicated etc. Right? How much better would you like it if I told you to dump your old non producing cluttered content website and exchange it with a NEW HUMAN TALKING WEBSITE?

You wouldn’t feel good about that would you?

Websites what do they really represent? Some have flash movies, pictures, animation, music, banners, text links etc. etc.

Yet how many times can you honestly say your website is responsible for closing your prospects and turning them into cash buyers? The truth of the matter is most websites are dead! They are only a colorful showcase for the average person and even if you created massive traffic they still don’t know how to close your prospects.

This is the reason most people depend on an automated auto responder with 30 pre-written emails. Waiting to flood somebody’s inbox.

Maybe this is why the ratio of filling in the email and name thing to receive more information is very low. People are sick and tired of their inbox being flooded with excessive email.

Of course an opt out link is included in the emails. And imagine how many times that option is taken due to bulk mail or spam.

How much time does it take to actually follow up with your prospect after they have visited your website? How do you know they’ve been to your website without an automated system? How much training do you have to close them? How much time do you have to close them? Can you be up 3am in the morning? Will you keep chasing after them hoping they are ready to get started?

These are some of the many reasons most people can’t succeed in the MLM/Network Marketing Industry!

The company will not allow you to edit the website other than your contact information. The company expect your sponsor to close for you and most of the time they are busy closing for another associate or they may be new like yourself and can’t close if you promised them a million dollars!

There are hundreds of ways of getting traffic to your website but what good will it do you if you are not able to close your prospects in REAL TIME!

What’s REAL TIME?

Every time someone visits your website you are there in person to speak with them and answer any questions and show them how to get started. You are there to take them to the next phase of a cash buyer because you are professionally trained to speak the right language.

It’s really impossible to even think you are capable of wearing that hat isn’t it?

Well, you can breathe now because life has just got better for the confused struggling networker, the seasoned networker, the work at home moms/dads, the quick money makers and everyone that desires a real business with a human face closing for them 24/7-365 days a YEAR!!

How much better does it get? Try a guaranteed 50,000 visitors to your website! Getting traffic is a big deal when you don’t know how to generate real time traffic to your website. They don’t teach you how to generate traffic in the home meetings, company conventions or tele-conference trainings.

This is the core to your business. Most would say leads are the core to your business but how do you develop leads? You must first learn how to generate real time traffic not some old worn out 45 day email list.

The list that you paid $65-$75.00 for 5,000 plus names and email addresses. That’s a big scam! You may get one person to take look at your opportunity and $0.00 in your pocket because these leads are generated from FREE incentives. They are called junk leads! They answer ads that promise FREEBIES!

IS THIS THE KIND OF PERSON YOU WOULD RISK YOUR TIME WITH HOPING THEY WOULD SPEND MONEY TO EARN MONEY? You’re in trouble!

Learn more by reading the authors information below.

12 Years Direct/ Network Marketing Veteran. Teaching others the truth about the Network Marketing Industry and how to develop truth leadership skills. FREE ASSOCIATES Click Here!

It’s been said that to get noticed on MySpace you need to really promote your music and have a mass number of fans to back you or your band. If recording companies and other music related parties see that you are very popular this will definitely improve your chances of making a profitable career with your music. One main benefit from using a service such as Increase Song Plays is that you get more reach for musical abilities. There are tons of artists that really have great potential but due to the monstrous popularity of MySpace they will struggle to get their voice heard.

Getting many more plays and views will lead to more exposure and that can only mean 1 thing, if your music is good enough you will make more fans. Sell your mp3’s to your fans and really start making money for you music and intern you will be getting your music out there.

The only thing that struggling artists want is a chance to get themselves noticed but most of the time it is very difficult to acquire that chance. Then, how is it that these talented artists will achieve their goal? It is through Increase Song Plays.

Increase Song Plays is a site that will make you and your work popular through social networking site MySpace. MySpace is the best place to advertise anything because of its numerous users. Increase Song Plays is a unique system if you want to promote your work to obtain a golden opportunity. The site advertises your songs and increases you MySpace song plays to push your music career forward. The more the plays and views that you get, the greater the number of fans you will have. You will be popular in no time.

Increase Song Plays has a smart advantage sale. You can apply for:

http://www.increasesongplays.com/purchase.php

These offers give you Views & Mp3 Plays every day for 7 days

* Views = 100 Mp3 = 250 = 2,450 $12.95

* Views = 250 Mp3 = 500 = 5,250 $23.95

* Views = 500 Mp3 = 1,000 = 10,500 $45.95

* Views = 2,500 Mp3 = 5,000 = 52,500 $119.95

* Views = 5,000 Mp3 = 10,000 = 105,000 $199.95

These offers give you Views & Mp3 Plays every day for 30 days

* Views = 100 Mp3 = 250 = 9,800 $45.95

* Views = 250 Mp3 = 500 = 21,000 $85.95

* Views = 500 Mp3 = 1,000 = 42,000 $159.95

* Views = 2,500 Mp3 = 5,000 = 210,000 $389.95

* Views = 5,000 Mp3 = 10,000 = 420,000 $699.95

If you are thinking of trying there services, 1st step is to select a plan and then register your details. They will then notify you when you plan begins and when it is coming near it’s end.

You should take note that for best results in the long run I would recommend you should start with a small plan and then slowly build up your account over time to avoid standing out to much as a MySpace artist. The more natural it looks the better it will work for you in pushing you up the charts.

These guys are the main players in the Increase Plays industry with over 18 months knowledge and over 2,000 customers served. If you are a struggling artist who needs to promote their music then Increase Song Plays is the best choice. You will not be disappointed by their incredible service.

www.increasesongplays.com

Financial institutions face many challenges today in an increasingly competitive and innovative marketplace. Offering new or improved financial products and services that distinguish you from your competitor is one means of capturing and holding onto your market share in this hyper-competitive and crowded financial marketplace. Developing loyalty to the products, services and the people that assist consumers of financial products – be it banking, real estate or insurance – is another way of building and retaining market share. In marketing parlance, this is “branding”.

Consider:

- There is stiff and increasing competition for financial products and services, like mortgages, investment advice and financial planning services.

- With the basic products underlying the services being virtually the same everywhere – loans, mortgages, investments, insurance contracts etc. - it is increasingly difficult for banks or other financial institutions to clearly differentiate themselves.

- With Internet banking, there are fewer reasons for clients to visit a branch, making it harder for banks and other financial institutions to market to their customers and build consumer loyalty through branding.

For these and other reasons, financial institutions (perhaps the epitome of the old “bricks and mortar” economy) have started borrowing marketing ideas, techniques and technologies from the retail and online sectors of the “new economy. In an effort to improve their marketing capabilities, many financial institutions have turned to digital signage, in-house narrowcasting TV channels, monitors and large plasma displays that hover overhead delivering marketing and branding messages while the customer waits for the teller on the occasions the customer does ago to his or her local bank branch.

Why Narrowcasting TV is Good for Financial Institutions

Products like loans, mortgages and credit cards do not vary significantly between financial institutions, making it harder for one bank to stand out and differentiate itself form the rest of the pack. For many financial institutions, branding is the only way to set themselves apart and distinguish themselves from their competitors.

Narrowcasting is the act of marketing to a narrow, focused audience through the use of digital signage and integrated arrays of video displays, monitors and plasma displays. It is an eye-catching option for the brand building that financial institutions must do today to remain competitive.

As branding tools, however, digital signs can do more than convey messages about bank services and products. They can enhance the customer experience with “feel-good” images and messages about the effects their products can bring – new parents in a new house, young people graduating from school, retirees traveling the globe etc. These images create a positive brand identity that customers are likely to remember. They also give customers something to do while waiting in line, reducing their perceived wait time and enhancing their customer experience.

Cross-selling is another advantage of digital signs. Consider the typical customer interaction in a bank branch. Customers are in a hurry. They are there for a short time and are thinking only about completing the task at hand, not larger issues of financial planning. In the effort to get their attention, digital signs can be invaluable and the most effective way to address financial concerns and options that customers may have or may not be aware of, but which they are not focused upon at that time.

The compelling images and concise, meaningful messages on digital signs and displays have been proven to engage customers. Seeing a promotion and hearing about the advantage and benefits of a product or service can engage the customer in a way that traditional print marketing cannot – that is, if traditional signs or pamphlets are read. Narrowcasting and video signage can then prompt customers to immediate action, encouraging them to follow up by asking a teller about the message they saw.

The role of the teller is therefore also important. Because they are on the front lines, they need to be informed about promotions and taught how to cross-sell. While the messages on digital signs can serve as reminders to staff about new products, digital media networks are also ideal for training presentations that can occur before or after opening hours. With digital content that is available at multiple locations, there can be good assurance that all employees are receiving the necessary training in new products and service.

How FIs Are Using Narrowcasting TV

Financial institutions have found success with narrowcasting TV by adhering to a few simple ABC’s:

A. Make sure the messages that are being broadcast are short, conveying their full meaning in a minute or two. Audience attention wanes over time, even with more visually appealing digital formats.

B. Use creative content that speaks to target markets. Digital media allow for what is called “dayparting” – the ability to switch messages in response to time of day or demographic changes. Banks that take advantage of this capability have more response to their digital messages.

C. Keep content fresh. Make sure content loops are not likely to show the same information too often so customers do not get bored.

With integrated narrowcasting TV networks, arrays of display monitors and digital signage, financial institutions have an effective branding and marketing tool that can help them differentiate themselves from their competition. But remember your ABC’s, above. Content, the effectiveness of your marketing efforts and sales pitch, is what drives market revenue and helps a company’s branding efforts win customer support and loyalty. The best digital signage suppliers can meet their clients’ needs in terms of both hardware – the displays, monitors and narrowcast network itself – but also the digital advertising software, the all-important digital capabilities that make the system run and, most importantly, the digital content of the financial institution’s marketing message.

EK3 Technologies Inc. is a leader in digital signage, narrowcasting and digital advertising software. Visit EK3’s website at www.ek3.com or call 1-866-353-8324 for business solutions and services that capture your audience and deliver your message.

Did it ever occur to you that landscape design marketing was something that was essential to your business as are a good aesthetic sense and a knowledge of horticulture? Chances are, if you are someone who puts a lot of time and love into their work, you’ve never really thought about why you need to think about marketing. Shouldn’t your work speak for itself? Shouldn’t people be able to look at your design and figure out why your work is the best? The problem is, the answer is a most emphatic “NO!” With plenty of friends in the business and with an eye towards helping them make money, I’ve seen a lot when it comes to this business, and one of the first things I noticed is how few people are making the most out of their marketing opportunities.When you are thinking of landscape design marketing, you’ll find that the first and foremost thing that you need to do is think about how people are going to find your work. Think about your web presence.

More and more people are searching online for all of their landscaping needs, and because of this, you’ll find that if you aren’t online, plenty of people will never find you. If you’ve never put together a website before, and aren’t sure what makes a good one, it’s time to talk to a website designer. If this is your business page, you don’t want to leave it to amateurs; hey, you wouldn’t let a kid with a weed whacker remodel your lawn, right? One of the nicest things I ever saw a landscaping firm do was send a thank you note to my neighbor after she had her lawn professionally landscaped. It was a very charming gesture, and they happened to include a cute little flower magnet as well, which just happened to have their name and number printed on it. If I think about it, I can still see her magnet on the refrigerator, and you can bet that when she wants to recommend landscaping to someone that she’ll just read off the name and number on the magnet. Have you done anything to make yourself that accessible to newer customers and older ones?

If you are interested in landscape design marketing, take some time to get some pictures of what you have done. Take some pictures immediately after you finish your work and ask the people you did it for if you can use it in a brochure or on a website. You’ll find that nothing attracts people like pictures of what their lawn could look like, so make sure that you can give them an idea. Remember that you should always explain what you have done and why; this is when a good website will come in handy.

Take some time to really think about what you can do when it comes to getting customers to your site. Don’t be one of more than 75% of landscaping companies that don’t have a marketing plan; this is the way to to go, so make sure that you get started!

David Ledoux is an author, speaker, trainer and mentor to entrepreneurs. His newest report The Small Business Death Sentence can be downloaded for free at http://bigmoneyfreetime.com

After a number of years of watching law firms fail and succeed, it is easy to see that there are definitely some do’s and don’t’s that come with this business. There are a lot of jokes about lawyers being cutthroat in the courtroom, but what so many lawyers aren’t aware of is how early this needs to start. If you are a small firm, I believe that you need to hustle twice as hard to get somewhere as the firms that are larger, but you’ll find that you also have quite a few advantages as well. When you are looking marketing tips for small law firms, you’ll find that there are a few things that you should remember.

First, keep in mind that your small size is going to be an asset in some very real ways. People see the larger firms and they see something that is large, doesn’t have their best interests in mind and will end up charging them an arm and a leg just for being in the office. On the other hand, when they look at you, they’ll see a small family setting. Even if you and your associates are not related at all, you’ll find that you give an air of approachability.

There are several ways that you can emphasize this aspect. Make sure that you have someone who will visit with your clients looking for feedback. When you are a small firm, you can afford to give your clients a lot of one on one interaction, and you’ll find that this goes a long way. The personal touch still counts for a lot, so make sure that you make the most of it. Ive seen firms that will do things like hold barbecues or cocktail parties and answer all of their clients questions in a very friendly and personable space.

When you are looking for marketing tips for small law firms, make sure that you capitalize on the fact that you are small and that you are fluid. If your client has needs that you usually don’t cover, try to find a way to cover them. Make sure that you network with other small firms and that you can do referrals with ease and grace. You’ll also find that a certain amount of your time needs to be spent “rainmaking,” or developing new customers. I’ve seen firms that will only work on rainmaking when they are painfully aware that they need it. If you are in a situation where you really need customers, you have done something wrong, so make sure that you don’t get to this point

As a small law firm, there are simply somethings that you can’t do. You can’t handle every legal need that your client may need handled, but remember that your attitude should be that you want to help them get their problem solved. Take some time to make sure that you are in a good position to take advantage of these marketing tips for small law firms and make sure that you use them!

David Ledoux is an author, speaker, trainer and mentor to entrepreneurs. His newest report The Small Business Death Sentence can be downloaded for free at http://bigmoneyfreetime.com

So, what is the correct amount to spend on an image enhancement, awareness campaign, and a sales lead generation program, and what is the correct amount to spend on a data base marketing strategic campaign? This is a good question. Both aspects are important to a successful marketing program, and they work even better in tandem.

Usually, most business to business marketers appear to spend about ninety or ninety-five percent of their marketing budgets on image enhancement, awareness campaigns, and sales lead generation programs. These same marketers will spend only about five to ten percent of their marketing budgets on data base marketing. This is a bad approach which will not lead to maximum success.

Instead, if you are just getting into data base marketing, consider spending about seventy to seventy-five percent of the entire marketing budget on image awareness and programs which enhance sales lead generation. Then, spend about fifteen to twenty percent of your budget to fund data base marketing programs that are designed to help nurture hot prospects until they reach maturity and and ready to make a purchase. You should spend the remaining five to ten percent in programs which target your existing customers, to keep them and increase your sales relationships with them by offering other products, services, add ons, and upgrades.

Business which currently employ mature data base marketing programs often end up with a strategy that budgets less than fifty percent of their funding toward image enhancement, awareness campaigns, and sales lead generation programs. This is particularly true of those companies which have been successfully able to track and measure these events, and the increase in sales that have resulted from implementing marketing programs aimed at the people in their current data bases.

Why is this the case? The primary reason is that these businesses are realizing that they don’t actually need to spend quite so much on the former objectives when they are also implementing a solid data base marketing program which allows them to speak directly to a variety of subsets within their overall market. These mature data base marketers designate the other fifty percent or more of the budget in order to fund marketing communications programs that are aimed directly at their data bases of prospects, customers, and solid leads. These targeted, repetitive, and well orchestrated campaigns are in fact designed to identify and develop the hot prospects and communicate directly with their current customers to maximize the sales opportunities which exist for a business.

It is wise to consider that even though the above is true, it must be understood that image enhancement, awareness campaigns, and sales lead generation programs all have a strong role within a top marketing department; but those sales lead generation programs that perform at their best along a strong and consistent data base marketing program are event better. Both of these aspects are quite important in order to have a top performance direct marketing solution, and striking the best balance between them is the goal of the savvy and effective marketer.

M. H. “Mac” McIntosh is described by many as one of America’s leading B2B sales and marketing consultants and an expert on sales lead generation. See: http://www.sales-lead-experts.com for more info.

Marketing your business properly is one of the most fundamental skills required to achieve success. In order to have a successful, established business, it’s important to be sure you are advertising your business in an effective, value for money way that’s likely to generate a return on investment. Not all advertising works, and where some advertising campaigns may turn out to be incredibly successful, others will have minimum or only short term effect.

Crucial to learning to properly market your business is determining the difference between direct response advertising & brand advertising.

Direct response advertising is far more important, at least in the short term, to the success of your business. This is advertising that demands an action from the target. Examples could include details of a specific offer, a new promotion or launch of a new product. This is advertising designed to tug at the emotions of customers, prompting them into action, and it is this form of marketing that will boost sales and cash flow in the short term.

The alternative, and less effective for a new or small business is brand advertising. While this might be a successful technique in some niche markets, generally it is a more expensive way of building sales than employing direct response advertising techniques. By strategically promoting the brand and the underlying brand values, this form of advertising ultimately vicariously promotes the individual products and helps to build customer loyalty.

Deciding which route is most relevant for your business is the first step in ensuring that you are advertising your business properly and effectively.

Brand advertising is pretty effective for big businesses or a business in a particular small market niche which may find it profitable to appear to be a brand leader. However it does require much more significant investment, because of the lack of direct responses generated and the more subtle effect it has on bottom line sales. Thus for a new business on a start-up budget, it might be best to steer clear of brand advertising – at least, initially.

The next step is to find some way of tracking your return on investment (i.e. response) from each specific advertising campaign. This could be achieved by only advertising one offer through a particular medium, or by advertising with slightly different phone numbers to manually record the number of leads from two different advertising strategies. Also, remember to take account of the cost of different advertising campaigns. Work out overall which advertising strategies are most cost effective for your business.

Finally, advertising your business must be viewed as a cumulative process. To start with, going for direct offers is the best way to encourage first-time buyers, which could then hopefully translate into a loyal customer based. Continuing to grow your business through advertising of this nature is perfectly plausible, and over time it may even prove cost effective to switch to some brand advertising techniques.

It is important not to rush in to advertising in a big way until you have tried out some mini campaigns to evaluate the response.

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Undoubtedly, these are tough economic times. As the marketing specialist at your company, you will need to find better ways to locate and influence those remaining active buyers and create more leads and sales, often with a reduced spending budget.

Keep programs which have the most affect on lead generation and short-term sales, cutting those projects which don’t perform as well or that are untested. Company image is critical, but now is not the time to try to reach a huge audience with an unspecific message. Focus on your targeted best prospects, better describing the benefits of your product or service. By asking your sales staff which methods have been most effective in generating sales and studying their responses, you’ll be able to make smarter budgeting allocations.

Direct Mail

Instead of broad mail-outs to purchased lists, increase the use of fax, email, and direct mail-outs to distribute targeted offerings to your known prospects. If your company doesn’t already have its own email list, you may consider putting advertisements in other targeted email newsletters as a quick way to reach your market and generate immediate response.

Public Relations

Writing articles for industry publications is a great way to benefit from inexpensive public relations opportunities. These articles could contain customer testimonials, success stories, and an article byline which highlights your expertise. The newsletter is another great method of staying at the forefront of your prospects’ minds. By asking subscribers to fill out a short survey with qualifying questions, you can enter the circulation information into the database and follow up with the appropriate prospects. Additionally, both the articles and the newsletter are easily repurposed for the website Another excellent tactic is promoting your company’s management as speakers at key conferences. By offering to send white papers of copies of the presentations to attendees in exchange for their business cards, these events could be helpful in generating leads.

Industry Publications & Trade Shows

An occasional presence in a large number of industry publications will likely be less effective than a greater presence in fewer publications. Take a careful look through the BPA statements, studying them to uncover the true percentage of readers who are part of your target market. In bad economic times, advertising sales often take a hit. This may be a good opportunity for your to negotiate reduced rates with publishers.

Trade shows are usually expensive, and eliminating some of the less valuable ones can help eliminate costs. For those shows where your exhibition has proved valuable in the past, think about getting a smaller booth. You can increase attendance by sending mail-outs in advance, and you may be able to find resellers and distributors willing to assist with staffing it.

Company Web Site

Increase the amount of links to your site by working with other organizations. By uploading case studies and article content to your site, you will have more pages to register with search engines. Proper keyword choices will help your site rank highly in searches made by your intended audience.

Teleconference

By hosting web events and teleconferences instead of costly workshops and seminars, you will reduce the need for staff to travel. In fact, many electronic events have good attendance rates for the same reason - attendees will not be required to leave the office in order to participate. This said, remember that in order to have a real impact, these electronic events will need to be promoted well and executed properly.

Printed Materials

You can reduce company printing and shipping costs by partnering with a quality literature fulfillment company. Although research shows that over a quarter of requesters would like to share materials with their bosses and customers, most of them would be content to print out web pages or download PDF documents from your website. You can reduce print material costs by avoiding expensive ink choices; also ask your printer about available discounts for over-stock paper selections.

Partnering

Partner with companies whose offerings compliment your own. Both parties may do better than they could alone by sharing resources. A good example would be a tandem mail-out, in which the costs are cut by sharing them, while the potential reach is increased for both. Yet another method is creating a referral program which rewards current customers for referring new prospects on to you.

ROI

By simply taking the time to sit back and think about things every so often, you may discover new ideas for eliminating the under-performing aspects of your marketing program. The best way to stand out as a valued contributor in tough times is to focus and show a superior return on investment.

M. H. “Mac” McIntosh is described by many as one of America’s leading B2B sales and marketing consultants and an expert on sales lead generation. See: http://www.sales-lead-experts.com for more info.