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Orchestrate your marketing
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April 24, 2000: 11:55 a.m. ET
Though online marketing gets the hype, offline marketing is still vital
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NEW YORK (CNNfn) - Dear Jane: My company deals in an extremely specific niche market -- string instruments. We have a significant Internet advertising campaign, a printed catalog and instant customer service on our Web site. We have a limited product line, but our customers are extremely happy when they buy from us. How can we promote our business to more people?
No business can thrive by relying only on online advertising. You need to develop a strong offline marketing campaign. I recommend renting a mailing list with the names of all the music teachers and bandleaders in the U.S. Design an attractive flyer or postcard describing what sets your instruments apart from the competition. Ask the teachers to post the information on a bulletin board near the rehearsal schedules. Then, offer an attractive discount to any student who responds to the mailing by a specific date.
You may also want to place ads in magazines for music educators. While print advertising is expensive, trade and professional journal rates are not as costly as mainstream consumer magazine rates.
Contact some happy customers and ask them to provide testimonials for your marketing materials. Offer anyone who refers a new customer a discount on their next purchase or a gift certificate worth $25 to buy sheet music or some other music related product.
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ApplegateWay
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