THINKing

Use The Neglected Weapons In Your Marketing Arsenal

Business marketers have a lot of weapons in their arsenals but they often overlook some very important ones. So, let’s do a quick inventory.

Of course, you already have a company name, a positioning statement, logo, stationery, business cards and a website.
Right?

The next thing I suggest is an employee survey. Ask them about what’s happening where the company meets the customer. Find out how employees feel about the company. A recent survey shows that employee attitudes have a huge impact upon a company’s bottom line. Motivated employees provide great service, and great service can separate you from your competitors.

Next, develop a customer retention program. It costs five times more to develop a new customer as it does to keep an old one. E-newsletters are an essential part of my customer retention program and should be a part of yours too.

Finally, here is a random list of other items that can be considered part of your marketing arsenal.

- your reputation

- advertising

- consultations, demonstrations, seminars, samples

- community involvement, cause marketing, philanthropy

- media contacts, bylined articles, op-ed pieces

- guest speaking program

- great working environment

- employee training & development program

- networking, referrals

- contests

- customer surveys

- special events

If your time for marketing related tasks is limited, take some advice from my marketing mentor: pick three things from above and do them right.

Are you using any of the neglected weapons? Tell us about it.

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