Marketing Made Easy
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