Marketing Strategies
© Heather Ross
2MarketU team

The task of marketing a product, service, company, even an individual can seem very overwhelming. In fact, down right horrific to some, but it doesn't have to be. First of all, realize that marketing is NOT a "task." Defined by Merriam-Webster dictionary marketing is an "assigned piece of work often to be finished within a certain time; something hard or unpleasant that has to be done."
While certain parts of the marketing position need to be finished within a given time period to be effective, to gain the most successful results marketing requires full-time attention. This is not to say a company needs to hire a full-time employee to address their efforts unless of course they have reached a plateau or feel they are losing momentum, however, it will greatly help the progression of the company if everyone within the organization understands how he or she may be useful to the marketing success. Below are a few suggestions and ideas to keep your marketing "fresh" and your business moving forward.

Know Your Market/Target Audience
Have you ever been approached by someone selling something and even after you declined their pitch the person just wouldn't give up? Pleading and begging you to buy their product or at least give them a "donation?" We've all been there, but don't let your business go there. Know who your target audience is and don't beg everyone else to "please buy my cool hammer." If it's a hammer you're selling then market to those that use them - contractors, developers, retail outlets that sell them. Ask the retail outlets if they allow consignment (some of the smaller "mom and pop" outlets may), provide the contractors and developers with product samples and ask them to use them. Check back often and get feedback, which you can use on your marketing materials and web site as well as in product development. Positive feedback puts you one step closer to a sale. The fact is, you wouldn't try to convince a hairdresser to buy your hammer because it comes in any color and easily fits in your pocket. Unless it cuts hair and sprays water you're going to be frustrated with no sales.

Go To Your Audience
If you're marketing a pet related product(s) you may find it more useful to start at the grass roots level instead of purchasing an expensive mailing list of pet owners, printing postcards, paying for postage and then sitting back hoping for an increase in sales from your effort.
Instead, begin a grass roots approach by attending animal related fairs, trade shows, exhibitions even animal shelters and rescues. Provide free samples of your products, offer your services at a discount or team up with a retailer or other pet related business for a promo or raffle where your services are free for the first month. It may seem like an unprofitable venture, but think about how many times you've changed physicians, mechanics, etc. based on a recommendation from someone else. Word of mouth advertising is worth more than any mailing campaign (unless you're advertising free services/products on your mailer).

Try Something New
Many businesses get lost in traditional marketing such as press releases, press kits, brochures, newsletters, web site design and maintenance, trade show exhibiting and the outside production costs to create these. While these traditional techniques are worthy, some businesses spend thousands of dollars on making themselves look good on paper and the web, but never receive the sales they feel they deserve. Instead of sticking with these traditional methods consider the following suggestions for reaching your target audience.

~ Write articles about your product/service and submit them to publications that are relevant to your target audience. Using our hammer example an article may be written as a comparison between various hammers, what type of work they would best be suited for, the pros and cons, and maybe a little history thrown in there to get you in the history magazine. To find your target publication do a search of trade magazines using any search engine. If you prefer something more tangible check out the Writer's Market book at your local library. It lists thousands of publications, their target audience and submission guidelines.

~ Submit free classifieds regarding your product/service, maybe offering an introductory special or free sample with paid postage. Perform a search using any search engine for "free classifieds" and you should be busy for most of the day. I would recommend setting up an alternate e-mail address in order to receive the spam that most often results from some of these postings.

~ Consider home shopping channels for your products. It may sound "cheesy," however, it is great exposure and with many retail outlets picking up the "as seen on TV" merchandise in hopes of generating more sales it could mean a boost in sales for you! Search online for "home shopping channels" and you will find many from which to choose from. Within each site search for "Vendor Information" and forms, which most have available for submission online.

~ Produce a video. Now this may seem like it will break your bank account, however, it doesn't have to if you don't mind using a college student in pursuit of a film degree or a "self-taught" amateur. Use the video to feature your product/service, compare it to market competitors, film real world applications (people using your product/service) and get feedback. You can use this video for mailings, trade show presentations, and business meetings. Public access stations may also run the tape, however, you will need to check each station's requirements as far as "commercialization" since many do not broadcast "infomercial" type shows.