Diversity MBA Magazine - Fall 2008 - (Page 68)

Get Them at HelloTips to Improve Your Marketing Kit by Lisa Bennett A top-notch marketing kit is your first line of offense in an increasingly competitive market. Getting your prospects’ attention long enough to look through the pages and motivating them to pick up the phone and call you is the ultimate goal. Whether you’re meeting face-to-face or marketing through direct mail or the Internet, your marketing kit speaks volumes about your company, so make sure your message is coming through loud and clear. “A marketing kit is not a one-size-fits-all for every business,” says Carla Alvarez, owner of Legacy Marketing Services. “The type of marketing kit and what you choose to include will vary based on your business needs. I’m a big proponent of meeting prospects in person whenever possible. Everyone wants to know someone in business. They want that personal connection for reassurance that your company is not just a bunch of shareholders, but a person who is passionate about what they do.” She believes a good marketing kit doesn’t have to answer every question your prospects may have about your business, but should intrigue them enough to call you for more information. “An effective marketing kit should include one comprehensive piece with a lot of 68 w w w. d ive r s it y mb a ma g a z in e. c o m details about your company, one brochure with an overview of what you do, and one relevant promotional product that will be useful to the client,” she says. “One of the more interesting pieces I’ve seen was done by ServiceMaster. It sent a marketing kit including some printed pieces and a sponge that the prospective client would use to wipe off their kitchen countertop and send back to ServiceMaster to be analyzed. It was a clever piece that got the customer interested in the process and didn’t break the budget. ServiceMaster isn’t in a position to meet prospective clients on a faceto-face basis, so it did the next best thing by using an engaging marketing kit.” Alvarez additionally stresses the need for a first-rate Web site: “There is no way in this day and age, any company can be in business without a Web site. It is critical for your business that you have one that’s easy to use, and, more importantly, easy to find. A Web site is one of the best investments a company can make in its business. With so much business research done online, you simply cannot afford to be in business without one, particularly if you’re in a business where your prospective clients may be difficult to reach.” When you think about the traditional marketing http://www.diversitymbamagazine.com

Table of Contents Feed for the Digital Edition of Diversity MBA Magazine - Fall 2008

Diversity MBA Magazine - Fall 2008 Contents Letters to the Editor In Your Own Hands Editor's View Business Briefs Off the Shelf Diversity MBA 2008 Awards Gala and Leadership Forum "Diversity Next Practices" Illusion of Inclusion Good Is Not Enough Revisiting Your Personal Brand Discover Your Power Voice Authentic Leadership In An Ever-Changing Marketplace Stopping the Brain Drain: How Companies Can Keep Talented People of Color Corporate Succession Planning - How Do You Fit In? How To Manage Virtual Teams Beyond Demographics Recruit, Recognize, Retain, Reinvest – Winning the Talent Acquisition Game Leave Ego at the Door Modernizing Supplier Diversity Taking the Leadership High Road… When You Can Find It Think Boardroom Bound; It’s Happening Who's Who In Diversity Fail to Succeed 4-Star Start-Up, Chris Ward: Character Above All Get Them at Hello – Tips to Improve Your Marketing Kit Sonny Vu, Entrepreneur A World at Your Fingertips Big Brother Wants Your Bank Account Stepping Off The Corporate Ladder HR Focus with Monica Ross A Unique New England Vacation Bold Caballeros y Noble Bandidas Women of Color and Cancer: The Chicago Phenomenon Being Single Isn't Easy International MBAs Flock To U.S. Schools Smart Strategy Gadgets+Gizmos Advertiser's Index

Diversity MBA Magazine - Fall 2008

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