“What To Do When There’s Not Alot of Money for Marketing?”

Q: Our budget is pretty tight these days. What do we do to keep our name out there when there's not alot of money for marketing?
A: When your budget is tight, that's the time to get creative! Call your current clients just to say hello. Send notes to prospects with some new info that might interest them. Write a press release with a new tidbit about your industry. Send out an email blast. Mail out postcards. Send a lumpy letter (a letter or flier with something bumpy in it, like a pen). Dare to be different - get your clients’ and prospects' attention!

Q: I created a great brochure. So why isn't it working?
A: So much work goes into creating a brochure, that it’s terrible to say that the work doesn’t end when the printer delivers your order. Yes, it must look good and explain clearly what your company does. But what did you do with it after it was printed? Did you mail it? If yes, to whom? And how many did you send out? If you’re planning a      direct mail campaign, remember that your campaign is only as good as your mailing list. Make sure yours is up-to-date. If you haven’t used your list in a few years old, it’s probably outdated, you might be better off tossing it and starting fresh. And remember the "half percent rule." The normal response rate to an unsolicited mailer (something that the prospect did not specifically ask for) is 1-2%. Of that, about half will turn into buyers. Sigh. So now that you know you are playing a numbers game, up those numbers! Make sure that you send out enough - 100 is not enough! Think thousands.

Q: I ran an ad in the daily newspaper and it didn't work at all. What happened?
A: The first thing I think of is how many times did you run your ad? If the answer is less than 3 months for a monthly magazine or under 4 weeks for a daily, the answer is probably that no one noticed it. Remember, the average reader is just like you...very busy, and probably multitasking while they’re reading the paper. It takes multiple "touches" for an ad to register.

Q: What's the best advice you can give about marketing?
A: Target your audience with precision. The first question I usually ask a potential new client is to "describe your dream client." Know the details about your audience. Research is key. if you are a hotel that is promoting weddings, then think like your customer. Crawl inside your prospect’s mind - "she" is likely to be shopping at a wedding expo, pouring through bridal magazines, or visiting online wedding sites. Put your best features into words that the prospect will understand. Leave out the corporate lingo.

Happy Marketing!