If a tree falls in a forest, does anyone hear?
They will if the tree has a good marketing plan — and a budget to accommodate it.
If a new business hangs its shingle and swings open its doors, does anyone walk in on that first day? They may, if they are walking by. But, what about others, who live across town or across the country? They won’t know your business exists until months or years down the road, if ever. Will your business be near collapse by then?
If you are setting up a new business, there’s a lot to think about. You are worried about the windows and walls, the fixtures, the plumbing, delivery of products or services, etc. There is a lot of commitment to planning, as well as to financial capital.
So, make sure you invest the necessary time and financial resources in developing a solid marketing campaign to improve your business’s chances of success. Get those customers coming in on the first day your business is open, rather than a month later.
Create a critical mass of impressions by using key concepts of marketing:
– Written publicity — Announce your new business in the media. The media are a great way to get the word out for free. Write releases about the new site, what the new business is about, who your target customers are, why you located your business at that particular site and any new employees you hire.
– Event promotion — Host a ribbon-cutting with the local chamber of commerce. Create an event that editors and writers will find newsworthy enough to attend. Maybe your new business is sitting in an economic development zone and is an example of how economic incentives translate into job growth. Or, maybe your building is part of an economic revitalization of downtown. Be sure to follow up your ribbon-cutting by distributing a release about the event along with photos.
– Business-to-business promotion — For companies that are more business-to-business oriented, invite key stakeholders and referral sources into your location. Offer them incentives to visit and learn about what you can do. Host a chamber mixer at your site.
– Business-to-consumer promotion — If your business is more of a business-to-consumer operation, consider a grand opening event on a weekend. Think balloons, games, entertainers and a live radio broadcast. Invite potential customers with direct mail and through newspaper advertising.
– Promotion beyond geographic boundaries — If your business seeks customers anywhere in the country, consider online advertising, like pay-per-click ads on Google or Yahoo. Ensure that your website is optimized for search engines. Leverage the strength that a blog on your site can give to your search-engine optimization.
Whether you are planning a new business, about to turn the key on a new store or have just launched a new web-based venture, remember that you need to keep marketing your operation to your potential customers as a top priority. And, of course, make sure that you set aside the money to employ the various strategies that will allow you to reach them.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com. His column appears Fridays.
