Here is my "four step" rule for proceeding with the marketing process. We use this "order" to make many different types of "offers" to clients, prospects and suspects. I often refer to the marketing process as "water torture" as we continually drip small, simple communications on our subjects rather than occasional bursts of major activity. This "water torture" approach creates strong awareness of your company, its products and services. It also makes your phone ring.

1) The "basics":

Primary brochure of services/products, web site (mirroring the story told in the primary brochure) business cards/letterhead, etc. - everything you need to tell your story to clients, prospects and suspects. This is an absolute necessity!

2) Frequent contact of existing clients:

Your existing clients have already proven that they will buy from you. Frequently remind them that you exist, that you care and that you are available to serve their needs. They will respond with loyalty as long as you live up to your promise of good service. This will give you immediate, lasting and quantifiable benefit.

3) Find prospects that match your existing clients:

Use direct mail lists, email, print advertising, etc. to gain access to prospects with similar needs (or interests) as your existing clients. List sources could include industry publications, demographic lists, Chamber of Commerce, etc. This will keep a flow of new customers coming into your company, providing you the opportunity to serve them and turn them into loyal long-term clients.

4) Image advertising:

After all of the above steps are being accomplished on an on-going basis, some companies opt to spend more of their marketing dollars on building a public image through public event sponsorships, banner advertising at sporting events, high-cost print advertising, etc. I seldom recommend this as only the commodity product companies (soft drinks, athletic shoes, etc) will see much benefit from this type of activity.

Call me at 317-846-7973 to discuss how to implement these steps to benefit your company.