3 Places to Distribute Your Marketing Materials

Your marketing budget should go to good use.  When you purchase marketing materials for distribution to potential customers, you don’t want them sitting in a closet in the supply room.  Where are good places to distribute your marketing materials to target clients and customers?

Conventions – Conventions are the best places to find targeted customers for your marketing materials.  Since conventions are themed by specific industry, holiday, or event, you can find a plethora of potential customers to give your marketing materials.  Even if you’re a local business in a larger city, conventions occur almost on a weekly basis.

Say you run a wedding photography business.  You should rent a booth at every wedding themed convention in your city to get your marketing materials and brand in the hands of potential buyers.  By offering discounts to convention attendees, you can also increase your business.

Bring your marketing materials to national conventions as well.  If your company has a national marketing strategy, you should research all conventions that pertain to your industry and budget to get your brand in the hands of more customers.  National conventions usually occur in larger cities, so use the time wisely there to distribute marketing materials to other researched businesses and customers.

Fairs & Festivals – Every summer produces county and state fairs in every state.  And year-round, you may find other popular festivals where larges masses congregate.  These are great places for branding your business and getting marketing materials to people.  Sponsor an exhibit at the county fair and make sure you have plenty of marketing materials handy for passers-by, and remember that people love free stuff at festivals.  Make sure you talk to organizers to get a table set up with your brand name to give everyone.

Cross-Promote – Through simple joint ventures with other businesses, you can get marketing materials to a wider and newer set of customers.  Find a business that complements yours.  Set up a way for you to cross-promote each other’s business by having free marketing materials for customers, and by giving special discounts for their customers to visit you (and vice versa).

Finding ways to distribute your marketing materials is easy.  All it takes is a little creativity and ingenuity to find the right places with the right number of customers.  Get your brand out there and you will soon find that new customers will take notice.

Inexpensive Ways to Expand Your Marketing

Whether you are trying to start up a new business or keep a struggling one afloat, even in a downturned economy, you still must market yourself.  However, how can you spread the word about your business when profits are soft and costs are high?  Here are some ideas of way you can expand your marketing without expanding your budget.

Build your identity

If you are starting a business, you must have an identity to which customers can relate.  The most important part of this is having a set logo, color palette, or slogan that is easy for your customers to remember.  This identity will be placed on every business card, piece of stationery, brochure, or advertisement that you publish.  If you don’t have a definitive identity, your printer may be able to help you come up with a logo design that works for you.

Business cards

If you spend money on nothing else, you should always invest in business cards.  Business cards allow you to share the identity you have created with everyone you meet.  You can hand them out to people that visit your business, give them away to contacts you meet on the street, and stick them into every single envelope that leaves your business.  They are inexpensive to produce, can start the brand recognition process, and provide the recipient with all the contact information that they need to reach you.

Create a presentation

You can easily create a slide presentation on your own computer or have a marketing company put one together for you.  This presentation should briefly go over the products and/or services that your company offers.  It should be short enough that you can email the link to prospective clients or show it at sales meetings.  Remember to have your business cards and other marketing materials handy to present as well.

Brochures

Brochures are another marketing tool that are relatively simple to produce and not too expensive to have printed.  Your brochure should highlight specific products or services that you offer and include eye-catching pictures.  Text should be short, easy to read, and to the point, and the entire brochure should be visually attractive.  Brochures can be sent in the mail to interested clients, set out on a counter for customers to pick up, or left behind after you have given a sales pitch.

Website

A website is one of the ways that you can tie all of the previous items together.  Domain names are relatively inexpensive, and you can print your website information on your business card.  Once on the site, customers can learn more about your business, order brochures, view your presentation, or contact you. It allows you to have a constant presence on the internet to garner clients once unreachable through traditional methods, as well as a way for customers to contact you without having to pick up the phone.

With a little planning, a good printer, and some well thought out designs, you can have a marketing plan that is inexpensive to implement yet highly successful.

Five Morale Boosters to Keep in Mind During a Down Economy

How tired are you of the phrase “during these tough economic times?” As tired as you may be of that overused slogan, you are probably even more frustrated with… well, “these tough economic times!”

“Recession exhaustion” is the latest epidemic du jour in this country, as scores of people are being laid off and having to vacate their homes. The general mood is indeed rather depressing.

We could give you blog after blog on what strategies to utilize during a down economy in order to market your business effectively. However, it is also important to consider some of the overall mentalities and strategies on how to maintain your morale and energy during this national financial crisis. Above everything else, it is important to remember to never throw in the towel. Here are five things to keep in mind during a down economy.

• This Too Shall Pass – As difficult as this recession may be, it will not last forever. Eventually, it will arrive at its completion. Don’t believe us? Think about the last time the economy was down, such as the 1990s, the 1970s, and even the Great Depression. Did it last forever, or did it eventually end?
• Treasure Your Loyal Customers – Now is a good time to treat your beloved loyal customers like royalty. Right now may not be a great time for new customer acquisitions, so remind your loyal customers of how truly great you think they are.
• Everyone Needs a Break – We know that you may feel as if you have to work each hour of every day to keep yourself afloat. But everyone needs a break now and then. Believe us, it will aid your overall spirit in the long run.
• Save, Save, Save – Even if you can only put aside twenty dollars a week, saving a little extra money will help you feel more reassured and relaxed about finances for your company.
• Grin and Bear It – When it really comes down to it, the overall wellness of our national economy is out of your hands. All you can control is your own personal success and vitality. The best thing to do during these horrid economic times is to just grin and bear it – after all, what else can you do?

Above all else, take a few minutes a day just to breathe. Maintain your composure, and work hard until this all is nothing more than a distant memory.

Where to Market your Small Business in a Soft Economy

In a soft economy, small businesses are often the first to suffer. Plagued by a lack of resources, small business owners may feel financially stifled. However, a recession or soft economy can actually be used in your favor – if you are smart and savvy enough to know how and where to market yourself.

Indeed, the well-informed small business owner can see their operation flourish during these tough times, while watching their competitors swiftly fall behind. Here are some tips on where to market your small business in a down economy.

• Your Existing Customers – In a soft economy, it still costs more to attract a new customer than to retain an old one. Make sure you are tapping into your existing customer base, as they have already indicated their interest in your business! Send them coupons, mailers, and incentives, as they are still your most powerful business cornerstone.

• Flea Markets and Consignment Shops – During a recession, second hand operations like flea markets and thrift shops actually see a huge spike in business. Since flea markets are public forums, they are a great place to hand out flyers promoting your company’s latest discount or special. Consignment shops, on the other hand, may be a trickier forum in which to promote your small business. Consult the owner of a few different second hand shops and see if they would be interested in conducting a cross promotion. You will be reaching a very captive audience.

• Your Neighbor’s Customers – Teaming up with a synergistic business is a powerful way to increase your marketing efforts without spending a dime. For example, if you are a wedding florist, partner with your city’s wedding stationer. You both share the same target audience, yet are not competitors with each other’s business model. You can have brochures printed to leave in each other’s stores, and you could even split the cost of a mailing campaign or wedding show booth.

• Your Website and E-Mail –If your small business has not tried e-mail marketing, now is definitely the time. It is cheap, easy, and allows for you to reach a large group of people for absolutely no cost at all. You can also swap your e-mail list with another company, which allows you to reach a much larger audience.

Thinking outside the box is the only way to thrive during a recession. Take advantage of all the resources around you to put your business in front of spending customers.

Budgeting for Marketing Materials in a Recession

The world was such a more beautiful place before the evil “R” word came into all of our lives. Of course, by the “R” word, we mean recession. Unfortunately, both small businesses and major corporations alike have felt the financial pain of the recent recession. News outlets worldwide have reported that marketing and advertising budgets have been the first to be eliminated at many companies and corporations.

Many business owners and CEOs inaccurately identify marketing and advertising as a frivolous side expense in an economic crisis. However, it is extremely crucial to continue to invest in your marketing and promotional materials during an economic recession. Here are some quick ideas to consider when it comes to marketing during a recession.

• Without Customers, You Have No Business – This is an obvious sentiment, but it is deeply important to really consider this fact during an economic recession. Marketing is like gambling: you can indeed invest thousands of dollars, yet finish with no real profit. This is why it is crucial to be confident in your product before attempting to achieve any sales whatsoever. If you have firm confidence in the product you sell, then you should have a firm confidence in the fact that spending money on advertising will have a real turn around.

• Without Advertising, You Have no Customers – It is really important to consider why you ever put money into advertising and marketing in the first place. In a recession, many businesses decide to try and float on word of mouth and current customers, rather than new acquisitions. However, it is crucial to consider what will happen without a constant flow of customers. Word of mouth is only so effective – but it is really vital to continue to acquire new customers regularly to keep your bottom line healthy.

To really effectively budget for an economic recession, be sure to carefully consider what “frivolous” spending is for your business or company. Even putting money aside for something as small as “we’re still here” flyers can give your company a lucrative boost in revenues. At the end of the day, it is important to put enough money aside for marketing materials – even if all you can afford is something small and inexpensive.

5 Phrases to Avoid in Your Promotional Materials

Are you gearing up to assemble your next round of promotional materials? We wish you the absolute best of luck, especially where your text and descriptions are concerned. Unfortunately, when it comes to promotional materials, the same mistakes are made over and over again. To avoid becoming a marketing mishap, here are five phrases to eliminate from your promotional materials.

1. “We are Among the Best” – Why would you declare your competitors to be your equals, let alone potentially “the best?” Don’t feel the need to censor your overwhelming pride in your business or your brand. Declare yourself the best and nothing less!

1. “Despite Popular Belief…” – Avoid sentences that qualify your company’s claims about their quality. For example, you don’t need to preface “Our shoe factory is the state’s best shoe factory” with “Unlike what you may have heard.” Don’t put doubt into your potential clients’ heads. Your promotional materials should leave them believing that they have never felt anything besides enthusiasm for your company or brand.

1. “If You’re Not Satisfied…” – Avoid “no” speak. Sentences should always be positive, never negative. Even if you are setting up a money-back guarantee, try to use more positive language. For example, you could state, “Although you will be satisfied, we provide a money-back guarantee for all of our valued customers.”

1. “Our Happy Employees” Avoid any text that labels your employees as “hard working” or “content with their jobs.” While your employees may indeed be very industrious and pleased with their careers, they are not Santa’s elves. Using them as marketing tools is dehumanizing, and your clients will pick up on that sentiment.

1. “Our Product is Better than Their Product” – While you should certainly identify yourself as the leading resource in your market or field, avoid naming specific companies or products. No one likes a negative gossip, and bashing your competitor can often come across as annoying to potential customers or clients. You can gently hint that your rival companies are inferior, but don’t single anyone out. It’s petty.

If you can avoid these five marketing blunders, your marketing and promotional materials should turn out wonderfully and successfully.

How to Promote a Recession Inspired Sale – Without Sounding Desperate

During an economic recession, you will inevitably need to lower pricing to maintain old customer relationships and ensure consistent new acquisitions.

However, it is very important to not let your clients know that your discounts are a result of the recession. First of all, the recession is depressing, and the customer will instantly associate your brand with unpleasant feelings about the economy. Secondly, it is best if customers view you as being impervious to the economic downfall. If customers view your brand as being recession-proof, they may begin to subconsciously associate your product and brand with durability and survivability.

Let’s review some tips on marketing a new discount without sounding desperate.

• Make Them Think It Was Planned All Along – If you are promoting a sudden sale or dramatic discount, choose language in your marketing materials that gives the customer the impression that it was in your plan all along. Phrases like “It’s finally here” and “Annual” can give the image that the new sale is completely standard procedure.
• Positive Budget Talk – It is acceptable to use words like “budget” and “efficient.” Encouraging customers to buy your product because it is being offered at a great deal is fine – but just avoid telling them to capitalize on the good deal because the economy is faltering and they have no other choice. The point is to encourage exercising fiscal responsibility and purchasing your product to save money. Just don’t feel the need to follow those claims up with negative discussions of the current economic climate.
• Avoid Threats – Believe it or not, many businesses resort to language that comes off as threatening. Don’t use phrases like “Capitalize on this great deal or you’ll be sorry tomorrow!” Especially in these trying times, customers don’t like to feel excessively pressured. You want to ensure that customers will purchase your product because they genuinely want to, not because they have to. If they purchase because of the latter, you are essentially guaranteed a return on your product.

In an economic recession, it is important to work to maintain existing relationships with solid customers. Even in your efforts to obtain new acquisitions, don’t forget to encourage positive, continuous relationships with your tried and true old customers.

Expressing Big Ideas on Small Business Cards

If you are investing in promotional materials for your business or brand, chances are that you would like to maximize the amount of information that you can convey, no matter how small the individual document.

Believe it or not, you can truly say a lot on a business card – if you’re savvy enough to do so. Effectively making a statement and successfully marketing your brand on a small business card can be difficult, but here are some tips and tricks one can use to achieve do so.

• Centered Logo – The standard format on most business cards is to place the company or brand logo on the left hand side. Instead, try centering your logo. It really gives a bold statement.
• Color Matters – Avoid white backgrounds and opt instead for darker hues. Black can be eye catching, but avoid metallic lettering; it tends to look unprofessional.
• Glossy Finish – Spend a little extra and go for a glossy finish. It looks extremely striking and professional, and the results will pay off.
• Use the Back for Quotes – Many people will put a quick quote at the bottom of their business card (i.e. “Smiths: The Fast and Quick Sandwich Shop!”), hoping that it will add a little something extra. However, try placing a quote on the back on the card next time you order a new batch. You can even use a profound quote from a favorite author or activist, rather than a boring company tagline. It not only personalizes the card, but renders you an interesting individual, rather than just another company drone.
• One Phone, One E-Mail – Too many people fall into the trap of littering their business cards with a plethora of phone numbers and e-mail addresses in a misguided attempt to come off as a busy professional. Instead, opt for only one phone number and only one e-mail address. It makes you look more efficient and less pretentious.

Business cards may be small, but with the right concept, you can express a big idea!

5 Recession-Proof Strategies for Profitability

With Wall Street experiencing losses not seen since the Great Depression, along with unemployment soaring to a 26-year high, how can your company stay profitable during a recession? The secret to success, even in soft economic times, is maintaining intelligent marketing. In fact, according to Professor Patric Barwise of the London Business School, “The most successful companies maximize long-term shareholder value by maintaining their advertising investment when the economy slows down and weaker competitors cut back.”

While many businesses unfortunately close their doors during economically dire times, your company can still flourish through smart and effective marketing. Consider employing these five recession-proof marketing strategies that will keep your bottom line black, even as your competitors fall into the red.

1. Explore joint marketing efforts. Intelligently stretch your marketing budget during a recession by partnering with another business that has complimentary customers. For example, if you operate a wedding dress boutique, partner with a wedding florist to share the costs of a direct mail package. Not only do you enjoy reduced marketing and printing costs, but you also gain exposure to your partner’s customer base.
2. Use upbeat, exciting language. In times where your customers are worried about their pocketbooks, you can help alleviate their mood by staying upbeat, fun, and friendly in your correspondence. According to Dr. David Freemantle, a customer service expert, “The companies I studied that tended to be successful also tended to be the most likeable.” TGI Friday’s, Southwest Airlines, and Virgin Airlines are excellent examples of “fun” companies that have built their success upon upbeat attitudes. Be fun and unique in your marketing materials and correspondence, and your customers (and their pocketbooks) will stay loyal to your business.
3. Maintain aggressive advertisement budgets. McGraw-Hill Research studied 600 companies during an economic recession, and they found that companies who reduced advertising investments experienced significant declines in performance. On the other hand, the companies who maintained aggressive advertising budgets increased their sales during recessionary times, and then enjoyed sales growth of more than 256% during the first three years after an economic turnaround. While your overall budgets may be changing, it is important to keep your advertising budgets as healthy as possible during a recession.
4. Be personal with your customers. Companies who develop customer loyalty are those who rise to the top. Being personal with your customers shows that you appreciate and value them, which in turn will reward you with additional sales. You can send out birthday cards, regular monthly newsletters, or even include free notepads with each purchase. Make sure that you make each correspondence personal, such as handwriting their name and a short upbeat message.
5. Showcase how your product or service provides benefits. When people are evaluating each dime they spend, definitely show your customers why they should purchase your product. Indeed, there is a beneficial “purpose” behind every product, even those that may be luxury goods. For example, if you sell candles, make sure your marketing materials demonstrate exactly how your products help your customers feel rejuvenated. There’s never a better time than now to definitively remind your customers of the benefits of your product or service.

While a recession may be upon our economy’s doorstep, you can keep the downturn away from your company’s foundation. Using smart marketing strategies can keep your bottom line profitable, giving you an even greater edge against your competitors when the economy rebounds.