Resources: Articles

Three Best Ways to Promote Your Company in 2011
By W. Roderic Covey, Founder

Though the U.S. economy is not expected to fully recover in 2011, ad expenditures will top $120 billion. The challenge for savvy marketers is to be sure every penny of their promotion dollars will work hard to grow their customer base.

A few decades ago, media choices could be counted on two hands. Today, there are several dozen, thanks to the burgeoning hi-tech choices—the Internet and computerized targeting of print, broadcast, direct mail and telemarketing.

What to do with so many choices? We asked our staff that has worked for more than 100 organizations over four decades to suggest the three most effective, most efficient marketing tools in the challenging second decade of the millennium. Here are the top three:

1—Research. In an economic downturn, research budgets are often the first to go, though vital to customer satisfaction and growth. Survey your customers to determine how well your company is performing; your strengths and weaknesses; customer input regarding phone, personal and written communications; the attitudes and professional performance of your support staff; how can you boost your image, service and quality. Customers with a problem will relate this to 10 other persons. Use this research to improve future communications.
 
2—Media. With dozens of choices, basic principles apply to all. Newspaper, cable/broadcast TV, radio, mailings and the Internet are proven business builders, but continually assess each regarding their efficiency in reaching target audiences. Repeat ads to maximize efficiency through their cumulative power. Consider a Website, blogging and one or more of the Internet’s social media. All are extremely cost-effective and reinforce an image of your company as high–tech, progressive. Promote your Website address via every means—in your ads, publicity, customer hand–outs, building/lobby signs, letters, invoices and business cards.