Marketing Tools. There are lots on offer.

Marketing is multifaceted. The suite of marketing tools available these days means there are a wide range on offer for you to place what you do in from of clients and prospects. To me, these “tools” can be categorised into 6 key areas which are –

Cold calling (canvassing) – Appointment making rather than selling
PR – This can be press releases and/or public relations
Advertising – Online and offline, both fall under the heading of paid for publicity
Direct Marketing – Not just direct mail but selling direct to customers rather than through a 3rd party
Print – Company brochures and literature
Conferences, seminars, exhibitions – Placing your skills and services in front of an audience

None of the above should be used as a singular entity or a solus route to a successful marketing campaign. In my opinion, all of the above could and should be used when developing a holistic marketing strategy. Each initiative must be used for the right purpose, with the right objective, at the right time, for the right target group.

I appreciate that the 6 above could be added to, but I didn’t include telesales as this is more about making a direct sale over the phone than the Cold Canvassing indicated in my list. There are cross overs between the skills required to sell a meeting and to make a physical sale, but the intrusion factor is quite different!

Similarly, there are other marketing related initiatives such as offering free samples or special introductory price offers and I haven’t included the wonders of client entertainment, but I don’t really feel I have much to offer here. Obviously taking a client or prospect out and plying them with alcohol or food at a sporting event can play a very lubricating role in your sales and marketing process, but it is really a form of bribery!

Think about what your marketing objectives are. These objectives have to be business related. Aiming for a date to retire or an annual turnover figure are more personal objectives really. Once you set your objectives, allocate a budget and a timescale. Plan what you want to do and more importantly why. Not everything you do will be a success so prepare to test activities and remember, you are unlikely to be an expert. There are good companies out there who can help!



The Marketing tools of the trade

Marketing is a multifaceted process. It offers a wide range of tools for placing your service/product in front of clients and prospects. The main “tools” available are:

The web
Cold canvassing
Direct Marketing
Conferences, seminars, exhibitions etc

Bath Marketing Consultancy suggests you use them all! If each tool is used for the right purpose, has the right objective, at the right time, for the right TA, they could be incredibly effective.

Before you say anything, I appreciate there are other marketing tools that I haven’t mentioned such as telesales (or telemarketing) which is ostensibly phone canvassing. However, there are 2 types of telesales, 1) is closing a sale and 2) is closing an appointment. The skills required for both to achieve success vary, i.e. to close a sale, you might use an introductory offer. To close an appointment, you may well use “I am in your area….”

The tools of the trade!

One initiative that may well yield results is client entertaining, but be careful that it doesn’t appear like bribery!

What marketing tools do you use and what works best? Feel free to leave me a comment.