How Can You Create a Cost Effective Marketing Campaign

You could spend hundreds to thousands of dollars on an ad for a newspaper or magazine.  Those publications have a readership of millions, but will your ad be seen by someone who has a need for your product or service.  Will they call you with questions about your service? Will they order your product?  Will they file away the ad in a desk drawer, and forget where they put it months from now, when they may have a need for it….then they will find your competitor on the internet and order it from them.  What can you do, that you can control?

Step 1:  Put together a list of 25 companies who fit the profile of your ideal client.  This would be a list of companies that have the same problems you current clients had before they started to work with you, or before they purchased your product.

Step 2:  Develop a list of 4 core areas of business that you have helped your clients with.  For instance, if you are a management consulting firm you may work with companies on team building skill development, overcoming staffing problems, streamlining departments for cost effectiveness and growth strategies.

Step 3: Create a letter that would go to the CEO or President of the targeted list of companies, identifying the 4 core areas of business that your firm helps companies with.  Don’t have it sound like a ‘sales presentation’ but rather an introductory letter, to let them know what you do.   If they or someone they know someone who has a need for your  services, tell them in the letter you are open to answering any of their questions.  Offer a free consultation.

Step 4: Create four more letters, one for each of the core areas that you identified in your first letter.  Each of these letters will go out to the CEO, every other a week for the next 8 weeks. In the letter, highlight the problems that your company solves that companies may have before they engage your firm.  Offer a list of satisfied clients, even include a testimonial from one of you ‘happy clients’. 

Step 5:  Make a telephone call the CEO, during one of the weeks when a letter is not going out, to make sure the letter is getting to them.  Offer to send future letters to him via email, but to do that you will need their email address.

Step 6:  Treat the Executive Assistant, who may answer the telephone, with the same respect that you would the CEO.  The Executive Assistant often knows more about their company and the details of problems they are facing than the CEO.

As you complete the process with the first group of 25 targeted companies,  create a list of another 25 companies and begin again.  Targeted marketing leads to sales; not blitz marketing.  Do what you can control.

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