Marketing Made Easy

“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: