Imagination Technology

Think of Marketing as a Tool

Instead of viewing marketing as a chore that simply must be done, think of it as the best tool in your toolbox. If there's a particular type of client or type of work that you prefer, use your marketing to seek out and find those clients you like to work with best. This gives you the chance to actively choose your clients, rather than waiting for them to choose you.

Marketing and Selling are Not the Same

Selling is more about the offering of goods and services, where marketing should be a focused plan to find and contact specific prospects. Selling focuses on the needs of the seller, where marketing focusses on the needs of the buyer. If you find yourself talking to a prospective client and you're talking about yourself or your business, chances are good that you're selling. Instead, describe your products and services in terms of how they benefit the buyer. This is true for every contact with a potential customer whether you're talking across the counter, placing an ad or sending out a postcard.

7 Secrets to Direct Mail Success

Even with the cost of postage, direct mail is still a valuable tool for most small businesses to use. But, making each dollar count is also important, so here are the 7 secrets to making your direct mail campaign a success.

1. Target Market. The more focused your list, the better your chances of creating the right message and marketing piece to appeal to that market.

2. Personal. You can add personal touches to your direct mail pieces, such as using your customer's first name in the salutation, e.g. "Dear Paul" rather than "Dear customer."

3. Flexibility. There are many, many different ways to reach out to your customers by mail, e.g. letters, postcards, brochures, specialty items, calendars, catalogs, etc.

4. Tangible. Mailing pieces are often kept until the time is right to act upon them.

5. Extended Reach. A tangible mailing piece can be passed along to another person who might be interested.

6. Testing. Direct mail pieces can be tested one against another for effectiveness. If you split your list, you can send out 2 different mailing pieces and see which one gets the greater response.

7. Measurable. You can measure easily the responses of a direct mail campaign by counting the responses.

The only downside to a direct mail campaign is the cost. Never waste your money sending a badly worded, or badly designed piece. You'll save more than postage by getting your piece written and designed well.

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Why Develop a Marketing Plan for Your Business?

Why does your business need a marketing plan?

Because without one, you're mostly relying on luck or providence to grow your business. The primary goal of a marketing plan is to find and attract potential customers. The second goal is to turn potential customers into paying customers. The third goal is to keep the customers you have. And the fourth goal is to create a list of potential new markets that should be investigated in the coming year.

Well? How did your current marketing plan match up? Or don't you have a marketing plan yet?

Give us a call. We can help you put together a marketing plan that will help you grow your business. www.imaginationtechnology.com