“You’ve got to accentuate the positive
Eliminate the negative
Latch on to the affirmative
Don’t mess with Mister In-Between.”
Johnny Mercer and Harold Arlen were on to something when they wrote these timeless lyrics, which, in reality, have applications in all walks of life. Consequently, when it comes to marketing, honing in on the positive aspects of one’s marketing plan, eliminating the excess fat and latching on to affirmative tactics is a sure recipe for success. Promotional Marketing sat down with Bill Schreiber, an 18-year public relations veteran based in Chicago, to find out some of the basic marketing techniques that should not be messed with.
PM: What are some tried and true marketing tips that all businesses should employ?
BS: The easiest customers to get are your existing customers. Become hard to replace, add value and go beyond just taking orders. Instead of remaining complacent with a current customer’s business, try to build the relationship. Get in touch with your customers frequently. Keep them informed about new products and services you offer. If you see an article your customers would appreciate, clip it and send it to them along with a brief note. Show them that you’re a valuable, intelligent member of the “team.” You never know, the article might spark an idea that will result in your company getting a new project or sale.
Also, don’t forget about your own employees. A happy employee can be a great source of advertising and new business generation. Inform employees about new products or services, as well as happenings in the company. Regularly scheduled staff meetings, internal newsletters or e-mail updates are easy ways to keep your employees up-to-date.
PM: What are some of the biggest marketing mistakes businesses tend to make?
BS: Here are a number of easily avoidable marketing mistakes:
• Cutting the marketing budget when times get tough. When sales are down, marketing can play an important role in increasing business.
• Going to market without “seeding” it first. It’s important to let your customers know in advance you’re coming out with a new product or service.
• Not sweating the small stuff. Everything you do represents you, your company and your brand—from business cards and letterhead, to sales
materials and Web sites, to the way you dress. Make sure you’re making the right impression.
• Blowing the marketing budget before you’re internally ready to put the product or service out. There’s nothing worse than getting customers to place an order and not being able to fulfill it.
PM: What are the main components of a successful marketing plan?
BS: A well-defined brand identity with clear, strategic direction. It’s important to not confuse branding with marketing. Marketing is what helps communicate how you want your company to be viewed by the public (its brand identity).
• Know your audience. A winning message to one group might be received poorly by another.
• Set a marketing budget and stick to it.
• Expressions like “Keep it simple, stupid” and “Less is more” should be adhered to whenever possible. This is not a comment on the intelligence of your intended audience. It’s understanding people are bombarded by thousands of messages every day. Simple, logical, yet creative messages are the ones people remember the most.
PM: What should one’s train of thought be when creating a marketing plan?
BS: As a marketing professional, your primary objective is to effectively communicate with your customers and potential customers. When considering what will have the right impression on this target audience, ask yourself, “If I was the customer, would I be interested in what I was saying?” From time to time, clients will ask me to write a press release on a topic that is not newsworthy or relevant to their business. Therefore, I would strongly counsel them to reconsider. I’m a firm believer against doing something just to do it. There has to be rationale and thinking behind everything you do and the money you spend. Again, always think about your audience and how they will most likely respond to your message.
PM: Is there a specific time of year that marketing initiatives should be pushed?
BS: Marketing decisions should not be based on season. Base your marketing decisions on your needs. If you have a new product available, market it at the appropriate time.
PM: How can businesses market themselves effectively without seeming too “fluffy” or “gimmicky”?
BS: If you want to be taken seriously, sell yourself on merit. If you’re really good and have a quality product or service, you don’t need gimmicks.
PM: For companies who don’t have a substantial marketing budget, what are some quick and inexpensive methods you would recommend to jump start their marketing efforts?
BS: Try public relations before advertising. Customers typically view editorial coverage as more credible than advertisements. Plus, your initial investment is less. For public relations, the fee is based on the amount of time spent by the practitioner. Advertising costs include creative, production, ad time or space, account management, and more. If you don’t have a budget to hire somebody at all, make it a practice to let industry publications know that you’re available as a resource. Industry publications are typically receptive to talking to experts in the given field.
Another way is to seek creative barter arrangements. For example, if you sell office supplies, contact a local graphic-design company and trade your offerings. Swap paper and pens for an updated logo. Also, using independent consultants and freelancers rather than full-service agencies will help cut costs. You’ll get an experienced professional working on your business, but you won’t have to pay the overhead of an expensive office or large staff.
In addition, participating in industry trade shows as an attendee if you can’t afford to exhibit is a good tactic. Better yet, volunteer to speak on your area of expertise at the trade show for the cost of the badge and possibly a travel stipend.
PM: What are some of the more creative marketing initiatives you have come across over the years?
BS: I want people to remember that you don’t necessarily have to spend a lot of money to be creative. Sure, a full page ad is expensive, but you can do little things that are inexpensive yet creative, such as making your business card stand out. For example, one of my marketing clients asked every member of the staff to think of one word that best described their personality. The company then printed that word on each staff member’s individual business card. This is a very clever marketing technique because when you hand someone your business card, the recipient will have more of a reason to remember you.
Another way to be creative is through your company’s voice mail system. When you call a company and get voice mail or are put on hold, instead of having music or a standard recording, the message can tell customers about new products or services, describe the specials you are currently offering or refer them to your Web site for additional information.
PM: What are some resources you would recommend to help businesses strengthen their marketing techniques?
BS: Attend marketing seminars at industry trade shows. It’s important to attend the sessions rather than just visiting booths. Pay attention to the experts in your community. Read daily newspapers, e-newsletters and periodicals. Figure out what articles have the most impact on you and why. Learn what your competitors are doing and stay current.
Take time to read. Try books like Malcolm Gladwell’s The Tipping Point. To be successful, you need to be constantly learning. Remember to always ask questions because you’re never too old to learn.
Bill Schreiber is an 18-year public relations and marketing consultant who has worked with an extensive number of business-to-business and consumer clients. He is familiar with the intricacies of the promotional products industry through his ongoing effort for The Book Company. Based in Chicago, Bill may be contacted via e-mail at
[email protected].
