Marketing Matters: Promotions Priced Right

>>Effective marketing doesn't always take an expensive advertising campaign. Sometimes it's the simple things, such as attention to appearance, that make an impression on customers.

Susan Bennett, owner of Fort Myers-based Susan Bennett Marketing & Media, tells of walking through Bell Tower Shops one day with marketing manager Cynthia Prentice and noticing some downed palm fronds along a corridor in the open-air mall. By the time she crossed back by a few minutes later, the fronds were gone.

"They are expert at making sure that property is neat and clean and picked up at all times," Bennett says of Bell Tower. "It's part of the shopping experience."

For new or growing businesses that are limited by budget, a number of tools exist for spreading the word about a company or product without breaking the bank, say marketing and public-relations professionals.

Bennett believes it starts with taking care of the upkeep of a building or office, having telephone etiquette that doesn't send customers through "voicemail hell," and using professional letterhead with correct address, e-mail, phone and fax numbers. "To do a good job of promoting your business you need to take care of some basics first," she says.

Some entrepreneurs mistakenly think that all they need to do is place a business-card-size ad in every publication they see, says Kim Becker, owner of Fort Myers-based Labyrinth Consultants. A better strategy is to make sure the publication fits with the demographics of your target market, she says.

Also, tailor those limited advertising dollars to one area, such as Cape Coral or Lehigh Acres, where the company is seeking growth, Bennett recommends.

Businesses must focus on developing a plan for promotion. "The whole move in today's marketing and public-relations arena is that personalized message and very careful targeting of your audience," says Paula Robertson, owner of Naples-based Paula Robertson & Associates.

One of the best strategies for building relationships is to join chambers of commerce and industry associations. But it takes more than paying annual dues; become involved by attending meetings and networking events.

"You can spend millions of dollars on advertising and it won't give you nearly the impact that one-on-one contact will with a potential customer," Bennett says.

Before attending a networking event, Bennett recommends that business owners determine who will be there and identify three people to meet. Don't forget to follow up with a phone call the next day, she adds.

Positioning yourself with a local industry organization or business group adds to your credibility, Becker says. "You touch one person at a meeting; they spread the word," she says. "It's important to do that from the beginning of the business."

Offer to give speeches to organizations. The key is to not make the talk too self-promotional, Bennett says. For example, an insurance agent can talk about necessary steps in making insurance decisions instead of just boasting about the firm. "It's kind of subliminal promotion," she says.

Landing speaking engagements takes advance planning and showing organizers the level of expertise you can provide, Robertson says. She adds that businesses can take advantage of the promotional aid available through such groups as chambers of commerce. Let the chamber know about a groundbreaking or grand opening; often it will send members to the event and might include a photo and write-up in a publication for members.

Throwing a party is an effective way to thank current customers and add clients. Bennett recommends conducting open houses around anniversaries or holiday events.

When cosmetic dentist Paul DeCarlo wanted to celebrate his business's 25th anniversary, Paula Robertson & Associates planned a party and invited longtime patients and prospective clients. Robertson says such events build goodwill and give customers recognition in the success of the business.

An anniversary or new-product launch is a good reason to contact news media to try to get coverage, Bennett says. "A lot of businesses don't take advantage of the free publicity that's really available to them by sending out news releases about their business," she says.

Create a media kit, Becker recommends. It could include a bio sheet with the business owner's academic, professional and personal achievements, photos of the owner or executives, information about the product or service, past articles about the company and a list of topics the client can address as an expert source.

A media kit is one of Bennett's favorite marketing tools. She'll have a business card made for a Rolodex and sent with a letter outlining the client's qualifications as an expert.

Another way to gain exposure is by sponsoring an event. Because that can take a financial commitment, Becker recommends the business identify what cause it wants to focus on-perhaps children, the arts or promoting an area such as downtown Fort Myers.

If the dollars aren't there, look for an in-kind contribution. For example, provide food for an event, and put up discreet signs to let attendees know where it came from, says Bennett.

Some businesses create referral programs that reward current customers and help identify potential customers.

Robertson says one popular method is to give customers a gift if they refer a friend.

Another idea is to ask clients for the names and addresses of friends who might be interested in your product or service, and thank them with a small gift or discount, Bennett says.

How much time a business should spend promoting itself varies, depending on its life stage. Bennett says that when a business is in a growth mode, up to 90 percent of the owner's time needs to be spent on promotion. If it's reached a point of success, that working-in-the-business/working-on-the-business balance might shift more to 50-50 to keep the business thriving and successful.