Successful Promotion is a State of Mind

Every good marketing plan should have a section on ongoing promotion and publicity, which outlines ways of reaching your target market. These tools can do many of the same things paid advertising is supposed to do, at a fraction of the cost. With an on-going publicity strategy, you can enhance your image and bring in new business.

Your first step: examine your marketing plan. Does it outline a carefully selected target market and identify its needs? Does it list your products and services that will meet those needs? Your marketing plan should describe how you will make it easy for your potential customers to buy what you sell. And, it should describe how these people will learn that your business exists - i.e. your promotion.

Next, take a look at your business itself. Do you know who you are? Are you using your image as a consistent marketing tool? In a world of intense competition, credibility and trust are crucial. This stands true for corporations, small businesses, and non-profit organizations. Establish a company message you believe in and repeat it over and over in your promotional materials.

Fortunately, consistent promotion is a state of mind - once you start promoting your message, you'll find opportunities everywhere you turn. By reinforcing your image and repeating publicity, you'll begin to see dividends accrue for your organization. As your company's stories appear in the media, your clients and prospects will perceive you as more credible. You are positioning yourself as the expert. As you send out materials such as newsletters and ezines, you build a relationship with people over time. They feel like you are a friend, not a pushy salesperson.

If you're not sure where to start or where to go next, a professional agency can help you refine your existing strategy and create marketing tools to meet your specific goals.

Here are some marketing tools to consider:

1. Newsletter: A newsletter can establish you as an authority. It makes a great direct mail piece that will give you ongoing contact with your customers and prospects. A dynamic and interesting newsletter can mean new business. Formatting tips: Provide a lot of useful information in easy-to-read paragraphs. Use short words. Make sentences brief. Illustrate your ideas with cartoons, photos, and graphics.

2. Brochures: Brochures can convey extensive information about your business. The best brochures include graphic images - use photos, graphs, illustrations, and diagrams. But, make sure you also include written copy about your organization and the services that you offer. Offer your brochures to current customers to pass along. Hand them out at events and trade shows.

3. Press releases: Make sure your press releases are well written and news worthy. Your release should reinforce and build upon your business identity. If you are submitting it to a newspaper, include an appealing photograph. Tell a story about a client you have helped, or discuss new technology your company is implementing.

4. Special events: Events raise awareness of your business and they provide a service to the community. Try creating or sponsoring an event that will be of interest to your target audience. As people begin to associate your organization with the event, you derive publicity, goodwill, and new leads. Another option is for a business to partner with a non-profit organization as fund-raising co-sponsors. Try offering seminars and workshops that feature you as the expert.

5. Ezine: Publishing an ezine will help position your business as an expert in your field. In addition, you will be providing tips to your customers that will help them. It sets you apart from your competitors and instills confidence and trust in your readers, making it easier for them to do business with you.

Wendy Maynard, your friendly marketing maven, is the owner of Kinesis. Kinesis specializes in marketing, graphic and website design, and business writing. Visit http://www.kinesisinc.com for more articles and free marketing wisdom.

Want to harness the power of kinetic marketing? Sign up for Kinesis Quickies, a free bi-monthly marketing e-newsletter: http://www.news.kinesisinc.com

In The News:

Welcome to the Promoconomy  The New York Times
Packs and Promotions  FC Barcelona

Website Promotion: 10 Insiders? Secret For Writing Profitable Ads

Do what I did. Learn these 10 insiders' ad writing... Read More

How to Get Targeted Web Site Traffic from Other Peoples Sites

Getting targeted web site traffic from other people's websites is... Read More

Website Promotion: 10 Nitty-Gritty Tactics To Increase Your Orders

If you master these nitty-gritty website promotion tactics, you'll be... Read More

Unlock Your Prospects Mind From The Inside

A prospect's mind is an intimate place... Read More

6 Ways to Keep Them Coming Back

It is estimated that it can take the average consumer... Read More

Keeping Focused: Marketing Your Site During a Tough Tourist Economy

In the current competitive climate, tourism-dependant businesses in Coastal Maine... Read More

7 Innovative Ways To Advertise Your Web Site

1. Directory Linking Create a directory of web sites on... Read More

New Websites Can Now Make A Dent In The Ever Growing Internet through Effective Advertising

Delivering Quality Traffic to your website is essential in helping... Read More

Getting Inbound Links is as Easy as 1-2-3

Your success on the internet is directly related to how... Read More

Reciprocal Link versus Value Exchange

Most webmasters are familiar with the concept of reciprocal linking.... Read More

Promote Your Website Using Newsgroups

At present there are over 3.3 billion pages indexed by... Read More

Tips to Maintain your Website to Keep Visitors Coming Back

When you design a website you should create it so... Read More

Are You SURE Your Link Partners Still Link to You?

It's a fact. While most link partners are scrupulously honest... Read More

Why You Need Submit Articles To E-zines

Ezine publishes have large amount of loyal subscribers. If you... Read More

Website Promotion: 10 Volcanic Tactics To Ignite Your Profits

If your website sales are down and you desire to... Read More

So You Have A New Website But The Phone Isnt Ringing Off The Hook?

So you have a new website but the phone isn't... Read More

Website Promotion Internet Marketing Will Keep You On Top

Website promotion Internet marketing is perhaps the most important part... Read More

How To Get Valuable Feedback From Your Customers

You can learn many things you didn't know about your... Read More

Top 10 Tips to Make Your Web Site A Hit!

Professionals in tend to under-estimate the power of the web... Read More

Promote Your Website Using Articles

Promote your website using articles - Internet is all about... Read More

To Link or Not To Link - That Is The Question

You know the drill. Everybody claims that in order to... Read More

Viral Marketing Techniques Every Web Site Should Be Using

Viral marketing can work wonders for any business, web site... Read More

DIY SEO Part 3, Advertising

We have dealt with the tags so the search engines... Read More

Increase Traffic With a Good Title

There's such a thing as taking search engine optimization too... Read More

10 Shocking Ways To Energize Your Sales

1. Start your own internet radio station. It could be... Read More