A
high-impact marketing campaign comes from creativity and strategy, not from
having limitless resources. Let’s look at seven ways to optimize your marketing
budget for maximum impact, even on minimum dollars.
1. Concentrate on a niche
market. Target your message to a
smaller market versus a diverse group of prospects. Maximize your marketing
spend by mailing highly relevant, targeted offers rather than general
solicitations.
2. Plan your printing. Involve us in the design of
your printed pieces from the beginning. We can often recommend paper, ink, trim
sizes, and layouts that will save you money.
3. Maximize your postal
spend. New postage rates have
recently gone into effect that address size, shape and weight. Using these new
parameters, we can advise you on creating mailings that will minimize your
postage expense while maximizing your ROI.
4. Consider postcards. Some studies estimate
postcard readership at close to 100%, especially if your design is eye-catching
and your message is brief. Ask us for assistance in creating a low-cost
postcard that meets postal service specifications for reduced postage.
5. Be the expert. When prospective clients
are in need of your product or service, you will have instant credibility if
they have seen your name in print. Create a newsletter or blog, write articles
for magazines, newspapers and journals, or even consider producing your own branded
magazine.
6. Network. Join a speakers bureau and
attend trade shows and conferences. Utilize online networking resources, such
as LinkedIn. Pass out and mail business cards and brochures to boost awareness
among your potential clients.
7. Partner with
non-competing businesses. Identify companies that
offer complementary goods and services, and create cooperative marketing
collateral using a pool of shared dollars.
There
are many cost-effective ways to let future customers know about your company’s
products and services. Be resourceful and you will reap the rewards on your
balance sheet.
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