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HOW TO RUN A GOOD MARKETING RACE
(That doesn't leave you winded and broke)
(Lisa here.) When my training partner, John, and I were planning our long run recently, I suggested we not do the requisite 20 miles, but that we run four five-mile runs instead. (That's four round trips on the Seaside boardwalk.)
Silly? Sorta. After all, four five-mile runs equal 20 miles, right? But for me, running is a mental game. And if I break the mileage up into manageable pieces, I can conquer the distance more easily.
So a 20-mile run goes something like this:
… "Phew! I finished five miles. Only three more legs to go."
… "Hooray! 10 miles down … I'm halfway there."
… "Yippeee!" (shuffle, shuffle, gasp, gasp) "I survived three
loops … I can pound out one more."
A 20-mile run isn't daunting if it's not, well, 20 miles. (If only in my head.)
Marketing is a bit like distance running. If viewed as a whole, it can feel overwhelming, intimidating, and exhausting. Taken in smaller phases, though, it is completely doable—both mentally and on your pocketbook.
When clients need a full-out marketing effort—we're talking logo, Web site, brochure, direct mail, public relations, networking, marketing plan, the whole shebang—we Turtles recommend they tackle it in baby steps, as timing, energy, and budget allow.
Typically, we would recommend something like this:
LEG 1
- Secure a domain name for your Web site (check out http://www.NetworkSolutions.com)
- Create your identity/branding - logo, letterhead, and business cards
- Develop a Web site - even a simple site for starters (Home, About Us, Services, Contact Us), which you can add to later
… Phew! You're official! You've got business cards to hand out and you've got a Web presence.
LEG 2
- Tri-fold brochure and/or
- Sales kit
What's the difference?
- A tri-fold brochure is easy to mail and makes a convenient handout at networking events, expos, etc.
- A sales kit, often five+ graduated pages inside a pocket folder, is more expensive to produce and is therefore generally reserved for serious prospects and those you wish to impress
… Hooray! You're looking even more professional now …
LEG 3
Direct-mail campaign - colorful, oversized postcards are a great option and easier on the wallet than letters.
… Yippeee! Now people are starting to recognize you and respond.
LEG 4
Client-retention program - It's more cost-efficient to secure business from existing clients than to woo new ones; create a formal retention program that lets you reach out and touch customers on a regular basis.
… Yahooo! You've got a big fan base now! Don't let 'em go.
Now isn't this easy? You win the race one step at a time, through persistence, patience, and endurance. So what if it takes you awhile? Market at your pace and as your wallet permits.
ALSO CONSIDER …
A marketing plan, which identifies your goals, target market, strengths, weaknesses, opportunities, and competitors, along with the steps you need to take to achieve your marketing objectives. We Turtles make it less daunting with our Mini Marketing Action Plan. Check out the details here.
AND DON'T EVER STOP …
Networking - This is often the best way to meet prospects and nurture business relationships. There's nothing like face-to-face contact to establish trust, respect, and friendship. Not sure where to connect? Check out our list of business networking events.
Need help running the marketing race?
The Turtles will coach you from start to finish.
Contact us today.
Or, visit our Web
site to learn more about us and our services. | 