Advertising event can be costly too. It will increase awareness of event, while not necessarily targeting people most likely to attend. In fact, unless advertising is directed at a specific, highly targeted group of individuals, cost of ad will far outweigh any likelihood that more people will come.

So, just what will increase attendance? Mailing lists! However, not just any mailing list. Many associations and organizations experience a decrease in attendance for their events over years. Why? Because they keep using same mailing lists over and over again. In fact, when events are new, more people are likely to attend just to “check it out.” Then attendance starts falling off. In order to keep that from happening, you must develop a specific targeted mailing list and a solid action plan to use list that will ultimately increase your attendance. Here are a few strategies you can use to see immediate results:

· Research other available mailing lists. Look for associations and organizations who present events to similar audiences. Offer to trade sponsor recognition in exchange for their mailing lists. The sponsorship could include a table at your event for them to distribute promotional literature. It could include their name and logo in your brochures, programs and other printed materials. It could include an exchange of your mailing list (for a one time only use). Negotiate what they would accept or develop sponsorship guidelines to include what they would receive. This will cost you nothing and your mailing list could go from 1,000 to 10,000 (or more). Of course, it will cost more to mail to more people. When my church decided to host an auction, we researched other organization that had hosted auctions in past. We were able to trade lists with some of them, resulting in a list triple size we started with. The result: nearly half of attendees came from those other lists.

More and more competition in marketplace is making it necessary for companies to find creative ways to connect with customers and prospects, to enhance brand identity and attract top-notch employees. In order to enhance competitiveness in today’s marketplace, more and more companies are forming strategic alliances. Strategic alliances can maximize your position in marketplace. When you learn how to leverage partnerships you increase your market share. It is also a very smart way to grow a small business. Cross promoting with other businesses can give you a significant advantage over competition with many benefits and cost savings.

A strategic alliance is based on an arrangement between two companies to combine resource that will help both gain a greater share of market. They are often formed when one business alone is unable to fill gap in serving needs of marketplace. Forming strategic alliances can save time and boost productivity. It enables companies to be more efficient and concentrate on core strengths in developing their products and services. These alliances can be formal (partnership agreement is put in writing) or informal (a handshake is all that is necessary to “seal deal”).

There are several ways you can collaborate with another business or individual to increase revenue, traffic, and even expertise to your business which ultimately will increase value to end-user (customer). Note: you can read more details about strategic alliances in new book Self-Marketing Manual (release date, October 15th). Send an email to Heidi@self-marketingnews.com with Manual in subject line and you will receive a pre-publication order form.

Find Right Partners

Collaborate with a well-known company - Most small businesses benefit from partnerships that add value, prestige and greater credibility to their own endeavors. Associating with a well-known business can give your company instant credibility and exposure. It’s not always about bottom line.

Collaborate with Your Best Customers – Look at company or companies who do most business with yours. Work with them to solidify relationship by offering them more than just good products and service. Make it nearly impossible for them to consider going anywhere else. Continually asking them why they do business with you and why they stay are best ways to keep them.

Collaborate with Nonprofit Community – Joining forces with nonprofits can increase your circle of influence and your visibility in community. For more ideas on cause-related marketing, send a message to Heidi@self-marketingnews.com with “cause-related marketing in subject line.