The Top 10 Marketing Mistakes You Don't Want to MakeWritten by Susan Dunn, M.A.
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6. Being timid. There really is no such thing as bad publicity, and things will happen. You have to have been through this to know. Several years ago I was marketing an apartment complex and manager miscommunicated an "early bird special." The whole unfortunate event made front page of local newspaper with stories about parents not being able to buy school clothes for their children, because .... 6 months later apartment complex was filled to capacity. People remembered name of apartment and nothing else. Carry on! 7. Not being curious. If you have an ezine edition that had a large number of click-throughs, don't just pat yourself on back, ask yourself why. Figure out what was different about it -- Was it on a special day? Was there something different--more graphics, no graphics? A catchy subject line? A new layout? Don't forget, you can always ask someone who clicked-through! 8. Thinking you have to pay for marketing. Use free options liberally. Establish yourself as an expert on a subject and let press know you're willing to be interviewed. When a national news event breaks, make it local. For instance, I'm a coach, and when 9/11 happened, I contacted press to let them know what coaches had to offer at such a time. 9. Leaving it at home. Prosaic, but we all do it. Your business cards and brochures do absolutely no good sitting in office. Take them with you! 10. Following rules. Be as thorough as you need to be. The rule is 'be brief,' but say what you need to say. One of most effective mailers USAA ever did was a 5-page letter. Know rules. Then break them. To thrive, you need to live and breathe marketing. Look around you all time to see what's out there that's working and keep your own marketing strategy fresh and vibrant.
Susan Dunn is a personal and professional development coach specializing in marketing of professional services. You can visit her on the web at http://www.susandunn.cc.
| | Low-cost Surefire Marketing IdeasWritten by Susan Dunn, Coach
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Keep in mind events and banquets also. If you volunteer to provide decorations (this would cost money) or sponsor a table, your name and name of your business can conveniently appear on program. Also consider donating a gift from your business to silent (or live) auction. People who attend these functions usually are from a high-income bracket and are great consumers! The presentation package of auction item is key. Get creative and do something that will stand out. Sprinkle it with your business card and flyers of course. It'll get a lot of attention at auction table! Another promotional tip is to sponsor a billboard or bus ad for a charity with your name and web address at bottom. This attaches your name to a cause that's dear to people's hearts. You'll help and be helped. Your company can also sponsor an issue of a non-profit's newsletter; this can bring exposure to tens of thousands of people. It's appropriate to ask that your logo appear on front page as sponsor, and some tagline. Sponsor a Little League team, donate t-shirts with your logo on them to Goodwill (they'll get around town), serve at local Thanksgiving dinner wearing a t-shirt with your logo and product on it ... get out, do good, get exposure. It works. As a former development officer for a homeless shelter, I can assure you that if you aren't doing these thigns, someone else is.
Susan Dunn is a personal and professional development coach, specializing in emotional intelligence, strengths, and life balance. You can visit her on the web at http://www.susandunn.cc/
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