Friday, March 20, 2009

Low Tech Marketing: Postcards

Postcard Marketing : Low-Tech Marketing's

Web advertising, e-mail or other high-tech marketing methods aren’t the only way to market these days. Many entrepreneurs are simply seeking a low-cost, easy-to-implement sales tool, and aren’t wrapped up in the latest tech fad.

For “tech-less” marketing, old-fashioned postcard marketing is a great option. These princely little pieces pack a powerful marketing punch for many a startup and small business.
Consider the Midwest School of Music, in Indianapolis, IN. When owner Barbara Granneman returned to teaching piano, she used a postcard campaign to get her business started. In a month she had 40 students and hired another teacher. Now a few years later she has 32 employees and has opened a Chicago branch. Aside from a Yellow Pages listing, postcards are her only means of marketing. She tried others, but stopped them all because postcards proved most effective.

Even technology companies love postcard marketing. Intuit, which makes accounting software, recommends postcard marketing to its accounting firm clients for three reasons:

1. It’s easier to read a postcard at a glance than to open an envelope
2. Postcards are less intrusive than e-mail, and these days have less competition
3. Unlike e-mail, postcards can take on any size, color, gloss or graphic

You can create, print and mail postcards without a big investment. The standard 4x6 size costs just $0.23 to mail.

Getting your postcards printed is also a snap. The field is highly competitive and you can choose from dozens of printers who will print, say, 5,000 color cards for less than $0.05 each, and have them done in two days.

Direct mail experts at the USPS say the most effective postcard marketing shares these traits...

They’re eye-catching:
Your postcard doesn’t have to be art, but it helps if it’s attractive. Adding a high quality photo or other image will help

They’re simple:
It’s a postcard, not a novel. Pretend every word is costing you $500. A jumble of information won’t do it. Simple, bold headlines like “Fall Fashions Are In!” or “50% Off Cookware” work best - then explain where, when and a few other details

They’re timely:
Messages such as “Your Service Contract Expires June 1” work great - if you have a timely message of some kind for your customers, use it

They’re two-sided:
Be sure to use both sides of your postcard, but not every inch. Use one side like a poster and the other for a few details. Or put an ad on one side and a personal message on the other

They’re multifaceted:
A postcard can double as a coupon, gift certificate or event ticket. Ask people to present the card to claim an offer. It’s an easy way to measure effectiveness

Design your own cards and have them printed, or use free design services. Some firms will also mail them for you.

Our Bottom Line
Marketing methods don’t have to be high-tech or expensive in order to be effective. For many types of startup ventures, a simple and cost-effective direct mail postcard marketing campaign might prove just the ticket for kick-starting company sales.
© 2005 BizBest Media Corp.
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Postcards are a great way to market your business. We can help you with all of your postcard design, printing & mailing! We can customize a mailing list that caters exactly to your desired demographics.

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4x6" postcards, full color, full bleed, 2-sided

100 - $85.50 (normally $95)
250 - $108.00 (normally $120)
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1000 - $157.00 (normally $175)

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Thursday, March 19, 2009

Facebook & Business Networking

Why Facebook and Business Networking Go Hand in Hand
by Zeke Camusio

Facebook is a phenomenon that has grown exponentially in a very short time and continues to do so. It was originally used mostly by college students to keep in touch with high school pals, but now recent statistics prove that it has moved beyond its original use and has become an incredibly powerful business networking medium. If you’re still not sold on this (not entirely convinced that Facebook networking offers great potential to help your company grow and reach new business contacts), here are some reasons why you can’t afford to ignore Facebook as a networking tool.

Facebook Networking: From Social to Professional
This natural evolution from social medium to professional networking site is largely due to the fact that the kids who originally used Facebook for social uses have now grown up and become professionals. It is logical that they would adapt the uses and applications available on Facebook to suit their professional needs and continue contacting people in a way that has become second nature to them.

In today’s world, with the vast amount of social media sites and applications, how do you draw the line between social and professional networking?

It is indeed very hard to do because the line has become blurred. If you do draw a strict line, you may end up losing potential clients or opportunities for business. Today, more than ever, this is not a luxury you can afford. If you’re careful about the type and amount of personal information you share, you can perfectly use what was once a social networking tool for business purposes.

Facebook Networking Benefits for your Business

Great Exposure
One of the best things about Facebook is its unbeatable potential for exposure. If used consistently and strategically, it will noticeably increase your company’s visibility. Post comments on your contacts’ pages. Provide insights, tips and advice, and you’ll earn credibility and the respect of the community.

Improve Google Rank
Facebook offers a “Pages” application, which allows you to create a professional profile for your business, services, and products. Within these pages you have the option to include a link to your website, or any other reference links, like papers you’ve written or reasearch you’ve done. It is not the only thing you need to do to improve Google rank, but it certainly helps.

Fabulous Marketing Free of Charge
If you make use of not only the Pages application, but also many of the other applications, you will find great, user-friendly tools to market your services and products and promote what you do. It will take some time to get the hang of these tools. Start out with a few until you master them. No one is expected to use all of them.

Targeted Ad Space
Facebook offers you the possibility to create ads and target them to a specific age group, gender and location. You can also track your ad’s performance.

Useful Facebook Networking Tips

Create an Effective Profile Page
Simple and effective are the key words here. Don’t add too many distractions, like widgets and graphics. Offer instead essential information about you, your company, services, and products. Think of your goal. If you want to use Facebook to network with people in your industry, provide the information that will lead them to you.

Limit Your Use of Photos
Try to avoid posting photos that would cast your business in an unfavorable light or are just too personal. Birthday party and vacation pics are out, of course. (Why would you want your customers to see you in a bikini?) Do post photos of an industry conference, business meeting or event you’ve recently held.

Choose Your Friends Carefully
Keep in mind that those you add as “friends” will have access to all of your information and will be able to post comments on your pages, so choose wisely.

Post Relevant Content
Whether you create a Page or share links, post content that is relevant to your industry, job search, business, or professional field. If you contribute valuable information and share your expertise, it’ll be easier to reach the contacts you need.

Explore Its Many Applications
There are too many Facebook applications to even list, so take the time to research which would be most suitable to your goals. The Groups option is highly recommended for business networking, as well as the Facebook Marketplace, where you can place listings for products and services for free.

If You Can't Beat 'Em, Join 'Em
Maybe you’re not into social media, or simply feel daunted by it because you understand only half of what goes on there. But if you willingly choose to ignore it, you will be at a disadvantage and give your rivals the competitive edge. Can you afford to do that?

Facebook is what you make it. If you want to make it a tool to network with others and promote what you do, by all means, go for it!

Monday, March 16, 2009

Preparing a Good Business Plan.

All business owners are trying to figure out how to make our business's thrive during these difficult economic times. We are not content to watch and wait. There are a few things that we need to think about if we are going to not only survive, but grow our businesses...

- We need to keep our spending to a minimum so we can keep some cash flow. What can we cut out of our budget?
- How can we keep our customers coming back?
- How are we going to gain new customers?
- What kind of marketing will be the most effective and the most cost effective?
- Do I need to rethink how my business has been run? What changes do I need to make?

In order to look at your business with new eyes and see the areas that need to modified, we have to go back to the basics. What is my business all about? What is my business plan? Where did I intend to go, where am I know?

Below is an article that gives us 12 questions to help us reach our goals, make stronger businesses, etc. Rethinking your business plan, or looking at aspects of it with fresh new eyes is always a good thing for business. Even if you don't take the steps and write or re-write your actual business plan, these questions will help you refocus and get energized about your business! Enjoy!

~ Comfort C. Price
owner, Concept Design Studios


The "Defining Dozen" questions
Article by Startup Nation

To write a good business plan, you have to know the answers to the “Defining Dozen” questions, which we describe in detail in “StartupNation: Open for Business,” our book. Jot down the answers to each of these questions and hang on to them. You might not use every answer in writing your business plan, but they could be helpful when you update your plan as your new business grows.

What’s your business idea? (Read the book excerpt)

How does your idea address a need? (Read the book excerpt)

What model suits you best? (Read the book excerpt)

What’s so different about what you offer? (Read the book excerpt)

How big is the market and how big will you grow? (Read the book excerpt)

What’s your role going to be? (Read the book excerpt)

Who's on your team? (Read the book excerpt)

How will customers buy from you, and how much will they pay? (Read the book excerpt)

How much money do you need, and how much will you make? (Read the book excerpt)

Where's the startup money coming from? (Read the book excerpt)

How will you measure success? (Read the book excerpt)

What are your key milestones? (Read the book excerpt)

Once you’ve answered these questions, you should be prepared to write the actual business plan document.

Friday, March 13, 2009

Ten Powerful Marketing Tips for the Small Business

From Ann Marie Rubertone, for About.com

Print your best small ad on a postcard and mail it to prospects in your targeted market.
People read postcards when the message is brief. A small ad on a postcard can drive a high volume of traffic to your web site and generate a flood of sales leads for a very small cost.
No single marketing effort works all the time for every business, so rotate several marketing tactics and vary your approach. Your customers tune out after awhile if you toot only one note. Not only that, YOU get bored. Marketing can be fun, so take advantage of the thousands of opportunities available for communicating your value to customers. But don't be arbitrary about your selection of a variety of marketing ploys. Plan carefully. Get feedback from customers and adapt your efforts accordingly.

Use buddy marketing to promote your business.
For example, if you send out brochures, you could include a leaflet and/or business card of another business, which had agreed to do the same for you. This gives you the chance to reach a whole new pool of potential customers.

Answer Your Phone Differently.
Try announcing a special offer when you answer the phone. For example you could say, "Good morning, this is Ann Marie with Check It Out; ask me about my special marketing offer." The caller is compelled to ask about the offer. Sure, many companies have recorded messages that play when you're tied up in a queue, but who do you know that has a live message? I certainly haven't heard of anyone. Make sure your offer is aggressive and increase your caller's urgency by including a not-so-distant expiration date.

Stick It!
Use stickers, stamps and handwritten notes on all of your direct mail efforts and day-to-day business mail. Remember, when you put a sticker or handwritten message on the outside of an envelope, it has the impact of a miniature billboard. People read it first; however, the message should be short and concise so it can be read in less than 10 seconds.

Send A Second Offer To Your Customers Immediately After They've Purchased
Your customer just purchased a sweater from your clothing shop. Send a handwritten note to your customer thanking them for their business and informing them that upon their return with "this note" they may take advantage of a private offer, such as 20% off their next purchase. To create urgency, remember to include an expiration date.

Newsletters
Did you know it costs six times more to make a sale to a new customer than to an existing one? You can use newsletters to focus your marketing on past customers. Keep costs down by sacrificing frequency and high production values. If printed newsletters are too expensive, consider an e-mail newsletter sent to people who subscribe at your Web site.

Seminars/ open house
Hosting an event is a great way to gain face time with key customers and prospects as well as get your company name circulating. With the right programming, you'll be rewarded with a nice turnout and media coverage. If it's a seminar, limit the attendance and charge a fee. A fee gives the impression of value. Free often connotes, whether intended or not, that attendees will have to endure a sales pitch.

Bartering
This is an excellent tool to promote your business and get others to use your product and services. You can trade your product for advertising space or for another company's product or service. This is especially helpful when two companies on limited budgets can exchange their services.

Mail Outs
Enclose your brochure, ad, flyer etc. in all your outgoing mail. It doesn't cost any additional postage and you'll be surprised at who could use what you're offering.

Thursday, March 12, 2009

Five Tips to Generate Word of Mouth Marketing

By Laura Lake, About.com

We all know that economic times are tough. I always suggest that businesses don't pull their marketing budget. Not all business listen, unfortunately.

That's why I want to share with you a few tips that will help you generate word of mouth marketing for your business.

Word-of-Mouth marketing is the most difficult to measure, but it's also the most cost effective, because it costs you nothing.

Your customers are the best vehicle for positive word-of-mouth marketing, but how can you get them to talk about you?

Ask them to try your product.
If you want consumers to talk about your product, ask them to try and then to tell others about it. This is an effective way to build excitement and genuine recommendations.

Find ways to make your customers feel like company insiders.
Involve them, ask their opinion and then listen. Make them feel like their feedback and opinion matters. Create a list that shares with them upcoming events, product or specials that are coming up.

Provide a forum for influences to have a conversation on behalf of your brand.
Give influencers a forum to share their opinion and feedback. This could be a company sponored cocktail party or as simply as an online forum for selected customers only.

Provide quality service and treat every customer with respect.
Give your consumer something good to talk about. Show them quality in service and treat every customer with respect. Do you think Starbucks became popular because of their $4.00 lattes? No they became popular because they made an effor to know their customers names and remember their favorite drinks. They provide quality and experience, that's why customers paid $4.00 for a latte. Unfortunately they've gotten a little lax on it lately, but in the beginning they had it down to a science. Perhaps if they were focus on it again they might see a brighter economic future in these tough times.

Stay in touch
Provide them with specials that they want to talk about. Put your consumers in the know. Inform them of specials and send them coupons. This will not only increase their visits, but it will get them talking about you.

Wednesday, March 11, 2009

Five No-Cost Marketing Tips

By Laura Lake, About.com

Are there ways to market your business that will not cost you a fortune? How can you get the word out without driving your company into a financial black hole?

Truth is most marketing does take money, but there are some low-cost and no-cost options that you can put into action that will help you to get the word out about your products and service. While these ideas will not cost you a lot of money they will cost you time, so prepare for that.
These are fantastic ideas for the company that is just getting started. They also work! Choose two out of the five and move forward on them this week. Once you begin to see that in fact these promotional ideas can bring you business your momentum will build and drive you to pick two more.

Network at events.
Go to Chamber of Commerce meetings, BNI Group meetings, and other organizational meetings that will be attracting your "ideal" client.

Gather business cards.
Get as many as you can and then begin to phone and email to follow up. Do this immediately while you are still fresh in their mind. If they cannot use your services, ask them if they know of someone who can and get their contact information.

Attend public meetings.
At every public meeting, make a commitment to say something that could be useful to those that are attending. This is a great way to not only share you knowledge and help others, but it also puts you in the eye of those who could use your services.

Create a "useful" handout.
A handout that when given to a recipient they keep because it has value. For example with my business I have one entitled the "Top Ten Marketing Tactics Your Competition Wish They Knew." Make sure that you include your name, phone number, email address, website information and your 30 second commercial that tells the recipient about your business.
Create joint-ventures. Find colleagues and business associates whose business compliments yours and do joint promotions. For example I do joint-ventures with a copywriter and graphic designer. Who could you partner with?

Write letters to editors of local newspapers and business publications.
Make them interesting and newsworthy. You'll be surprised at how often a good letter will get printed. Do not forget to include your contact information and website address.

By committing to one of these items on a weekly basis within one month you will see your business gain recognition and business. You can get the word out there without spending hundreds of dollars.