In a society where consumers encounter between 3,500 and 5,000 marketing messages per day, how can you stand out from the crowd? Contrary to most marketing advice, you must go against the grain and develop messages that target the appropriate audience and create a strong impression. Following are some techniques to help you do just that.
New arrivals
When one of your clients has a child or a grandchild, send them a gift. Chances are you will receive a call from your client thanking you for your generosity, at which time you can encourage them to schedule an appointment where the two of you can discuss ways to plan for the future, such as setting up college savings plans or purchasing a life insurance policy.
A night to remember
Host a client appreciation event and invite your top clients, encouraging them to bring a guest. Be sure the event is well thought out and planned -- you want your guests to remember and tell others about the positive impression they had of you and your company.
One voice
Many mid-sized businesses and larger corporations create an internal magazine or newsletter. Contact the marketing or communications departments and offer to write a bylined article for the company's publication. You may also want to consider doing this for local publications. The article you submit should focus on the value you offer rather than simply on your products or services. For example, an article titled "The Top Five Things You Need to Plan For" is a great way to promote your valuable services while positioning yourself as an expert.
Ron Smith is director of product management for Advisys Inc. He can be contacted at 877-423-8479 or ron.smith@advisys.com.
