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Word of mouth OK, but…
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April 4, 2000: 1:28 p.m. ET
…a marketing strategy can really help leverage your business growth
By Jane Applegate
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NEW YORK (CNNfn) - Dear Jane: I started a small insurance brokerage specializing in commercial accounts for auto dealerships and manufacturers. We have no marketing strategy and need one. All our clients come from cold calls or word of mouth.
Word of mouth is still the most powerful form of marketing, but it isn't enough to grow your business. Since you are targeting a particular industry, why not contact the trade association that serves car dealers and try to strike a marketing deal? In exchange for access to the members, you may offer them special rates on the kind of insurance they need.
Consider hosting an informational seminar, offering free breakfast and tips on buying insurance. This will position you as an expert in your field and if you really share some inside tips, people will be impressed and want to do business with you.
Contact a list broker to buy a mailing list of car dealers in your region. You might also exhibit at trade show that serves the industry you want to reach. When someone does refer a new client, be sure you thank them promptly in writing and always send along a basket of fruit, gourmet snacks or a big green plant for their office.
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ApplegateWay
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