Promotion Is All About
Getting Known So The
Phone Starts Ringing!

Promotion Strategy is the difference between being invisible and being known and credible.

If you don't know how to find your prospective customers and they don't know about you, you're not even in business as far as they're concerned. And that's exactly why an effective marketing promotion strategy is so important.

What's frustrating for so many small businesses is that they believe a good market exists for what they have to offer, but they don't know where and how to find prospects. Well this much is certain; if the people that can benefit the most from your products and services never hear of you, then neither of you will benefit.

Your Customers Are Out There Looking For You

So the big question is how do you find them and how do they find you?

The answer is implementing an effective outreach strategy, otherwise referred to as promotion. There are so many different ways for individuals and businesses to promote themselves and their products, services and ideas.

But one thing business owners need to be clear on is that without some constancy in the ways customers learn about them, people will get confused or simply forget and buy from someone else.

Develop A Cost-Effective Outreach Strategy

Develop a clear, memorable and consistent message. When you establish a clear message and maintain it, you'll enable all of your subsequent promotion to build upon the image already established in the minds of your prospects.

Resist the urge to send a new message every time you promote. Instead, find fresh ways to reinforce the strong message you're consistently sending.

Steve Hackney outlines a brilliant approach for doing just this in his Power Marketing Super System. He refers to it as creating your own UPB which just makes so much sense when he walk you through what it is, why you should do it, and how to do it.

Clarify Your Objectives

For example, you can reach potential customers or be seen by potential customers through:

• Mass-media such as print, broadcast, direct mail, telemarketing, email, and the Internet.


• One-on-one such as in person, by phone, by email, or a direct sales letter.


• Through display such as signage, window displays, counter displays, or printed materials.


• Indirectly through someone else who has knowledge of experience about what is offered and is passing it on through word-of-mouth.

You Need An Integrated Approach

Any promotion done in a vacuum will not only be ineffective, it really won't contribute to your overall objectives. You need to create an integrated promotional strategy so that the tools you implement work together to be more successful than if each tried to stand on its own. In his Free 24-page Marketing Plan Workbook, Robert Middleton provides a diagram and some easy to understand information to show how to build an integrated promotion strategy.

Too many times what I see small business owners doing is trying these ideas one at a time. It's usually in a reactive response to a slow down in the business. I call this an episodic marketing approach. The problem is you end up abandoning an idea because it didn't seem to work. But it's usually not the idea, it's the fact that it's not part of an integrated marketing promotion strategy.

A lot of people ask me as a marketing consultant which is the best way to reach their prospects. Well I'm not sure there really is one "best method." It takes a coordinated effort that offers a clear, consistent message that's focused on your client's success. Consistency of the effort is also very important to reaching your prospects and customers and keeping them coming back for more.

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