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Bargain marketing
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June 8, 2000: 10:53 a.m. ET
Spreading the word about your great product doesn't have to cost a bundle
By Jane Applegate
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NEW YORK (CNNfn) - Dear Jane: We have a great product, but we just don't know how to get the word out. What can we do to market ourselves and our products?
An effective marketing campaign includes many elements, including advertising, mass mailings, press releases, events and discounts.
Here are some of my favorite, low-cost marketing ideas:
- Create a customer database using information collected from current orders. Add names from business cards you collect, registration lists from events you attend, membership lists, etc. You can buy affordable card-scanning software to input information from business cards.
- At least twice a year, send a postcard or brochure to everyone on your list. Stamp "address correction requested" on the front of the envelope so the Postal Service will return the undeliverable mail with updated information. You'll pay the return postage, but it's worth it to keep your database current.
- Ask customers to suggest new products or services you might offer. Consider setting up a customer advisory board to help you make marketing decisions before you spend any money.
- Create a cross-promotion with a neighboring business. Example: If you offer interior design consultations, team up with a local carpet cleaner or florist to package your services and share referrals.
- Rely on others to promote your products or services: A Web site designed to help people plan their weddings relies on photographers to help market their services. They pay photographers a referral fee and let the photographers post the wedding photo proofs on the site, so family members can order copies. A woman whose company preserves bridal bouquets also markets her services through photographers, wedding planners and retailers serving the wedding industry.
- Market your services in tandem with another consultant. A small computer hardware company often teams up with a software consulting firm to offer special discounts to clients who used both companies to upgrade their computer systems.
- If you sell any sort of equipment, offer a free trial. An equipment dealer offers business owners the free use of a high-end copier for two weeks. Once customers start using the machine in their office, they rarely send it back.
- Attract publicity by doing something good for the community. Hold a Red Cross blood drive or organize a 10K charity run.
- Position yourself as an expert. Reporters are always looking for new, intelligent people to quote.
- When you are having a slow day, go through your Rolodex and call people you haven't heard from in a while.
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