Marketing & Growing Your Business – Part 1

When money becomes tight the first move most companies make is to cut any perceived fluff in their budget. In most cases the easiest thing to do is to remove or dent your advertising budget. While this move may be necessary, is it the wisest decision?

Can you reduce your budget and still grow your company name and provide an increase in your lead generation?

The answer is YES! The process for achieving this is not always an easy task. Lets take a look at some FREE advertising opportunities and some smart internal marketing options.

Showcase Your Company
A great way to increase your company’s name and the type of work you specialize in is the ability to put your work on display for large audiences. Many people instantly think of trade shows, although these can be great opportunities, they can also be expensive. However the concept behind it is sound.

Throughout most of the United States, major grocery stores (Publix, Sweetbay, Albertson’s, ect..) or wholesale department stores (like Sam’s Club or Costco) begin to put up specific displays to promote products.

For example In a grocery store they have a promotion to push holiday treats or items for grilling. They will create a booth to create a unique look to catch the attention of their shoppers. This is now an opportunity for you to offer a display concept like an outdoor kitchen or a miniature waterfall that they can incorporate into their promotion. In most cases the store manager has no fee or charge for this opportunity and appreciates an upscale look for his clients to enjoy and aids in catching their maximum attention. In addition most of these displays last for 3-6 weeks.

Direct Mail Options
So many choices are available that deciding on the smartest option can be difficult. Have you ever said to yourself that “I am not a marketing guy”, although that may be true it does not mean you cannot make wise decisions on what you choose and how often you use it. Here are some helpful tips:

Evaluate each option carefully – There are 3 aspects that should guide your decision; purpose of the publication or piece, cost, actual direct mailed # (do not be fooled by total distribution # these are 2 separate amounts).

1.) Type of Publication
Just because something is cheap does not make it a great opportunity. Look at the size of ads on display and what other advertisers are marketing. If the bulk of the advertisers are quick buys like; pizza coupons, dry cleaning, $1-$20 coupons that should give you a sign to that publications ideal reader. They look for inexpensive weekend purchases. If your ticket sale that you are advertising is $1000 – $10,000 does a person who is searching for Domino’s pizza coupons have the right mindset to benefit from your ad?

On the other hand if the publication is a lifestyle type you need to think about how you approach that demographic. In most cases they are looking for a wow factor. You may put a 10% off or $200 off coupon and not receive the response you were looking for. This could be more on the deisgn of your ad and not on the discount you are giving.

2.) Cost
As a former publisher of 3 magazines I will be the first to tell you that everything is negotiable. A full page ad has a lot of appeal to it but it does not mean it will work better than a 1/4 or 1/2 page ad. A Rate Sheet is the basis to start a conversation not your final deal. Look to structure a display ad with editorial opportunities. But do not get caught up with flaunting yourself. Doing an article talking about how you love the community and your kid goes to school locally will not necessarily create great business. Focus the article on the key points you have to explain on the first sales visit.

What might these be:

What fears or concerns do you have to overcome with your prospect?

What makes your product different from other options?

How do you work with clients during and after the project is over?

If you can use an editorial to put at ease the concerns or fears of your prospective owner, it will increase the quality of the leads you receive off of that direct mail piece. This concept is especially true in the home improvement industry were people get burned on a regular basis.

3.) Distribution vs amount actually mailed
First off DO NOT take a publication at its word. Many publications manipulate their actual printing and mailing numbers. Whether they are doing it on purpose or calculating “Readership” it does not really matter. What you want to know is how many are direct mailed, are they direct mailed at the same time and to see the latest US Postal record (This form should have a stamped seal from USPS and dated). If you take the price of your ad vs. the amount direct mailed this will allow you to manage your response and cost per home. Compare that to ALL direct mail options and you can quickly figure out the smartest choice for your company.

Article written by Tony Leff of SureCrete Design