72 marketing ideas for your business
GENERAL IDEAS
1. Never let a day pass without engaging in at least one marketing activity.
2. Set specific marketing goals every year; review and adjust quarterly.
3. Maintain a tickler file of ideas for later use.
4. Carry business cards with you (all day, every day).
TARGET MARKET5. Read market research studies about your profession, industry, product, target market groups, etc.
6. Collect competitors' ads and literature; study them for information about strategy, product features and bene¬fits, etc.
7. Ask clients why they hired you and solicit suggestions for improvement.
8. Ask former clients why they left you.
PRODUCT DEVELOPMENT
9. Offer a simpler/cheaper/smaller version of your (or anoth¬er existing) product or service.
10. Offer a fancier/more expensive/faster/bigger version of your (or another existing) product or service.
11. Update your services.
EDUCATION, RESOURCES AND INFORMATION
12. Create a suggestion box for employees.
13. Attend a marketing seminar.
14. Read a marketing book.
15. Subscribe to a marketing newsletter or other publication.
16. Train your staff, clients and colleagues to promote referrals.
17. Hold a monthly marketing meeting with employees or associates to discuss strategy, status and to solicit marketing ideas.
PRICING AND PAYMENT
18. Analyse your fee structure; look for areas requiring modifications or adjustments.
19. Establish a credit card payment option for clients.
20. Learn to barter; offer discounts to members of certain clubs/professional groups/organisations in exchange for promotions in their publications.
MARKETING COMMUNICATIONS
21. Publish a newsletter for customers and prospects.
22. Develop a brochure of services.
23. Create a poster or calendar to give away to customers and prospects.
24. Print a slogan and/or one-sentence description of your business on letterhead, fax cover sheets and invoices.
25. Develop a blog.
26. Create a "signature file" to be used for all your e-mail messages. It should contain contact details including your Web site address and key information about your company that will make the reader want to contact you.
27. Include "testimonials" from customers in your literature.
28. Announce free or special offers in your direct response pieces. (Direct responses may be direct mail, broadcast fax, or e-mail messages.) Include the offer in the beginning of the message and also on the outside of the envelope for direct mail,
MEDIA RELATIONS
29. Update your media list often so that press releases are sent to the right media outlet and person.
30. Write a column for the local newspaper, local business journal or trade publication.
31. Send timely and newsworthy press releases as often as needed.
32. Get a publicity photo taken and enclose with press releases.
33. Submit "tip" articles to newsletters and newspapers.
34. Create a press kit and keep its contents current.
CUSTOMER SERVICE AND CUSTOMER RELATIONS
35. Keep in contact with your customers every 90 days.
36. Use an answering machine or voice mail system to catch after-hours phone calls. Include basic information in your outgoing message such as business hours, location, etc.
37. Hold a seminar at your office for clients and prospects.
38. Send hand-written thank-you notes.
39. Send birthday cards and appropriate seasonal greetings.
40. Photocopy interesting articles and send them to clients and prospects with a hand-written "FYI" note and your business card.
41. Redecorate your office or location where you meet with your clients.
NETWORKING AND WORD OF MOUTH
42. Join a Chamber of Commerce or other organisation.
43. Join or organise a breakfast dub with other professionals (not in your field) to discuss business and network referrals.
44. Send letters to attendees after you attend a conference.
ADVERTISING
45. Advertise during peak seasons for your business.
46. Obtain a memorable URL and email address and include them on all marketing materials.
47. Promote your business jointly with other professionals via cooperative direct mail.
48. Advertise in a specialty directory or in the Yellow Pages.
49. Distribute advertising specialty products such as pens, mouse pads or mugs.
50. Mail "bumps," photos, samples and other innovative items to your prospect list. (A bump is simply anything that makes the mailing envelope bulge and makes the recipient curious about what's in the envelope!)
51. Consider placing ads in your newspaper's classified section.
52. Create a friendly bumper sticker for your car.
53. Code your ads and keep records of results.
54. Improve your building signage and directional signs inside and out.
55. Create a new or improved company logo or "recolour" the traditional logo.
56. Sponsor and promote a contest or raffle.
SPECIAL EVENTS
57. Get a booth at an expo or trade show attended by your target market.
58. Give a speech or volunteer for a career day at a high school.
59. Volunteer your time to a charity or non-profit organisation.
60. Donate your product or service to a charity auction, or as a door prize.
SALES IDEAS
62. Start every day with two cold calls.
63. Read newspapers, business journals and trade publications for new business openings and for personnel appointment and promotion announcements made by companies. Send your business literature to appropriate individuals and firms.
64. Put your fax number on order forms for easy submission.
65. Follow up on your direct mailings and broadcast faxes with a friendly telephone call.
66. Try using the broadcast fax or email delivery methods instead of direct mail. (Broadcast fax and email allows you to send the same message to many locations at once.) Notify your customers of product service updates.
67. Extend your hours of operation.
68. Reduce response/turnaround time. Make reordering easy with reminders. Provide pre-addressed envelopes.
69. Display product and service samples at your office.
70. Remind clients of the products and services you provide that they aren't currently buying.
71. Call and/or send mail to former clients to try to reactivate them.
72. Take sales orders and payments over the Internet.
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