Copyright 2005 Kinesis, Inc.
Every good marketing plan should have a section on ongoing promotion and publicity, which outlines ways of reaching your target market. These tools can do many of same things paid advertising is supposed to do, at a fraction of cost. With an on-going publicity strategy, you can enhance your image and bring in new business.
Your first step: examine your marketing plan. Does it outline a carefully selected target market and identify its needs? Does it list your products and services that will meet those needs? Your marketing plan should describe how you will make it easy for your potential customers to buy what you sell. And, it should describe how these people will learn that your business exists - i.e. your promotion.
Next, take a look at your business itself. Do you know who you are? Are you using your image as a consistent marketing tool? In a world of intense competition, credibility and trust are crucial. This stands true for corporations, small businesses, and non-profit organizations. Establish a company message you believe in and repeat it over and over in your promotional materials.
Fortunately, consistent promotion is a state of mind - once you start promoting your message, you'll find opportunities everywhere you turn. By reinforcing your image and repeating publicity, you'll begin to see dividends accrue for your organization. As your company's stories appear in media, your clients and prospects will perceive you as more credible. You are positioning yourself as expert. As you send out materials such as newsletters and ezines, you build a relationship with people over time. They feel like you are a friend, not a pushy salesperson.
If you're not sure where to start or where to go next, a professional agency can help you refine your existing strategy and create marketing tools to meet your specific goals.
Here are some marketing tools to consider: