Winston-Salem Business Magazine - April 2008 - (Page 30)

Smart Marketing By Cathy Seaver Effective Connections Last week I attended a lunch meeting called The Marketing Roundtable. There were nine of us participating in a general brainstorming session. The result was that, through open conversation, many creative ideas were tossed across (maybe I should say “around”) the table. The meeting was positive and upbeat with the only cost being lunch and, of course, time away from the office. While walking to my car after paying my bill I thought about the group discussion. It was lively as most brainstorming can be. It was also fun. However, it was typical of marketing meetings where the focus was on promotion, and only promotion. I went to the meeting because I believe in marketing as a basic to my business. I also believe that there are two distinct venues to marketing – promotion and prospecting. Promotion sends a focused message to the viewer through entertaining and creative ways, such as advertising in publications, on television and, of course, the Internet. It answers the basic questions for the reader, “What are you offering and why should I use you?” Promotion can be a worthwhile spending of hard earned dollars, enabling one to reach a larger public than can be physically touched. In promotion, it is the repetition of a consistent message that APRIL 2008 creates business. However, this takes time to happen- not just weeks or months, but possibly years. Looking for an immediate return on a promotional investment can be frustrating. Just a suggestion: Consider spending those bucks with no strings attached. Label it as an automatic part of your annual budget. Just be certain to persistently hit your target market with a consistent message. Know what you want to say and then say it over and over and over again. If you are confused by who or what you are, your potential customer will be confused as well. Clarity sells. Confusion does not. By the way, include your picture, if possible. It’s not being vain or conceited. Studies indicate that over time we remember faces. Having included your smiling mug can create an immediate sense of friendship upon meeting someone for the first time and that’s a good thing! Prospecting is finding, qualifying and selecting potential customers or clients, preferably through an introduction from someone you know. It is built on the principle that a sale is not complete unless it breeds a new one. Quality prospecting gives you control over the caliber of clients as your business develops. In addition, it saves you time and can save you money. The secret is having a clear vision of your ideal marketplace. Regardless of the key components you use to define this market, (i.e., age, income, geographical location or work status) being able to comfortably share with others your targeted customer can open doors to new meetings and, ultimately, new relationships. It is those favorable introductions that keep you out of the cold, and often cruel, world and moving forward in anticipation of new business. I don’t fault my lunch group for not discussing prospecting. Maybe we will at another meeting down the road. I know that prospecting in its most basic form can be a scary proposition. It may include rejection and no one likes being told “no.” But, in the world of marketing it cannot be ignored. Prospecting is not an option. It is a core component of growth and few businesses survive without it. Now living out your mission statement is what matters. Your chosen career path is the vehicle you are using. What may have startedout as a job that eventually became a career has been transformed into life’s work. And it is doing life’s work that will carry each of us into the future, regardless of the specific job description. Shakespeare said, “Know thyself, and to thine own self be true.” The most tragic situation in life would be to lie on one’s deathbed thinking of all the things one had not done because of saying “No” rather than “Yes”. Taking time now to determine a vision, design a mission statement, and act upon it will eliminate those kinds of regrets. 30

Table of Contents Feed for the Digital Edition of Winston-Salem Business Magazine - April 2008

Winston-Salem Business Magazine - April 2008 Contents Wake Forest University Smitty's Notes BBB Marketplace Ethics Awards Better Business Bureau A Winning Market Strategy ENFO Solutions Serving Winston-Salem for 80 Years Business Bites Money Matters Intelligent Communities Smart Marketing Local Business Calendar

Winston-Salem Business Magazine - April 2008

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