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Moving communication campaigns into action |
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Winning marketing strategies from Marketing Booster subscribers Here is a back issue of Marketing Booster, the email newsletter that Richard Groom writes and sends free every fortnight to subscribers. You can subscribe here or read over 60 back issues using the back issues index page. In response to an appeal I made recently, several Marketing Booster subscribers sent in details of the marketing strategies that work best for them. The first winning idea I want to mention is this one from Karen, a marketing communications manager in a large company that works business-to-business: "The one thing that does seem to work for us, and it is the most simplest of things, is directory advertising. Since we have regularly had listings/adverts in trade directories, we get several enquiries for requests for quotes." "I know this because we can track responses through the email address that people use and we also ask where they got our details from." The reason I have highlighted this example is that I meet a lot of people who say that directory advertising doesn't work for them. I'm one of them: I am listed in the directories of various membership organisations that I belong to. Some of these have a large circulation - but I have never had a single enquiry via them. (I should add that I never expected to get many enquiries - getting listed is just part of a total membership package.) Karen's company has generated enquiries because it advertises in directories used by the target market. And like so many good marketing strategies, it's the targeting that makes the difference. So here's something for us all to do: make a list of all the directories and publications that people in our target audience reads. How can we secure space in those publications? Advertising is one way but so to is generating coverage through a good public relations strategy. It's simple stuff, but it's often overlooked. The second 'winner' I want to mention comes from Bob, a self-employed consultant: "Don't forget to ask satisfied clients if they know of other colleagues or contacts that could benefit from your service. For example, when doing work for a large organisation, it's all too easy to think that you've 'cracked' that organisation just because you've got some work from them." "Often, these large organisations work in separate divisions (almost like separate companies) and you won't automatically get work from those other divisions. However, people in those other divisions might be very likely to take heed of a recommendation from a colleague in the division you do work for." "So ask for a referral from your existing contacts and see what opportunities that throws up!" What Bob is saying applies to professional services providers like management consultants. But it also applies to large companies with a sales force. Your best sales people might be doing well in one division of your biggest client, but what are they doing to get business from other divisions? More importantly from our point of view, what can the marketing department do to help them? I don't know about you, but Karen and Bob have sparked some new ideas with me. I hope they have for you to, or at least reminded you of good ideas that you haven't been implementing for a while. And finally, just in case you are in need of a chuckle, here's the email I received from one mischievous subscriber: "Here's what works for me: 1. Huge great bribes. 2. Sleeping with the client company's MD. 3. Blackmail. 4. Giving away competitor info." Thanks for that, Andrew! Copyright 2004 Richard Groom |