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.

Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.

How to Avoid the Line Extension Trap

If you follow the prevailing logic of most modern companies,... Read More

Pay for Performance Pricing Models for Search Engine Optimization

I do think that it is entirely possible for an... Read More

Marketing And Patience

"Get your positioning and your programs implemented properly, and the... Read More

Shopping Comes Back To The Community

THE GREAT BRITISH TRADITION OF STREET MARKETS IS UPHELD AT... Read More

A Great Marketing Model ? Utilizing the Power of OPM

Staying ahead of the marketing curve seems to be a... Read More

Customers: The Key To Successful Marketing

How well do you know your customers?What is the primary... Read More

Metaphysical Marketing

The foundation of success is in your mind. You do... Read More

Marketing For Profit - 6 Critical Traits

Develop These Six Critical Marketing Traits...And Success Will Surely Follow.If... Read More

Creating And Maintaining A Mailing List

Starting to collect proper information to create a... Read More

A Jack Of All Trades Is Often The Master of None

You've heard variations of that saying your entire life. Consider:... Read More

Avoid the Duds: 10 Strategies for Selecting The Perfect Speaker

Today, more than ever, the success of meetings relies heavily... Read More

Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them

The key to great exhibiting is marketing. But marketing is... Read More

Nine Advance Networking Skills for Seasoned Networkers

A seasoned networker knows the real meaning of networking --... Read More

Loyalty Cards ? Tips To Consider Before Committing To One

Loyalty marketing has been around for as long as retailing... Read More

Who Is Your Market and Where Are They?

An important part of planning your business is to know... Read More

Know Thy Competition

BREAK FROM HO-HUM MARKETING ? IT'S TOO BORING! Once you... Read More

First to Market Theory

AGE OLD QUESTIONBusiness scholars throughout the planet keep asking the... Read More

How to Take Your Law Firm to the Next Level

How to Take Your Law Firm to the Next Level... Read More

Should You Clap For Your Customers?

Does it make sense to clap for your customers? It... Read More

How Simple, Small Changes Can Add Real Money To Your Pocket

I want to share with you a story. This story... Read More

How To Recover Your Almost Customers

You'll always need to find new prospects for your business.... Read More

The Apprentice: 5 Lessons in Marketing

Donald Trump's hit reality show, The Apprentice is a godsend... Read More

Mark Twain?s Great Marketing Idea

To tell you the truth (and about 53% of this... Read More

Business In 2010: A New Face of Marketing

The term "internet marketing" was virtually non-existent a short 8... Read More

These Four Things Will Make Your Direct Marketing Successful

Direct marketing is built on four things. The other way... Read More