Build up your
company awareness and profits.
This is the second of a two part series on marketing.
by Judy Guido
5. RESEARCH.
Surveys, phone calls, face-to-face meetings, and
simple focus groups are great ways of collecting
your own primary market research. But don't forget
about all the data out there which other people
have already graciously gathered for you. Check
with your local Department of Economic Development,
real estate agents, bankers and local chambers of
commerce. There's lot of free information for the
taking...take it!
6. CREATE TARGETED MARKETING AND SALES MATERIALS.
Design a menu of products and services. Create a
simple yet informative proposal and presentation.
Have a web presence. The web is one of the least
expensive ways to have 24/7 information at the hands
of prospects. Make sure you always keep a supply
of marketing materials in your trucks. Your vehicles
should have your name, phone and web address highly
visible. Your uniforms should have the name and
web site visible.
7. NETWORK
Join the professional organizations your customers
and prospects join. Get involved. Join a committee
and participate in their tradeshows. Speak at an
event, or write an educational piece for their newsletter.
This builds up your word of mouth referral system.
Your customers are your biggest advocates and best
salesforce.
8. ADD PUBLIC RELATIONS TO YOUR MARKETING MIX.
Get your name, face and company services known.
Announce company promotions, awards and certifications
your employees have received, seminars and educational
events you attend and events you are planning. This
will generate name awareness and enhance your T.O.M
(top of mind) positioning.
9. STAND OUT.
Clearly articulate and position your company's Unique
Value Proposition (UVP-what makes you different)
AND back it up with proof-evidence management.
10. DON'T STRETCH YOURSELF TOO THIN.
Stay focused. Do what you do best. As Jack Welch
says, "If your not competitive, don't compete!"
Focus on your core competencies and hire outside
professionals to help you in your areas of weakness.
This will save you significant time and money. Marketing
leads to increased revenue, visibility and profits.
Exercise these principles and your company will
grow to be strong and profitable.
NEXT TIME: We discuss the 10 key
operational practices of high profit companies.
BENCHMARKING. Do you want to participate
in an industry wide survey on financial performance,
staffing levels, and best practices? Email us and
we will send you the survey.
