Marketing Made Easy

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.