Marketing Community Involvement
When Ted Turner pledged a billion dollars to UN projects, he not
only did a kind deed for others less fortunate, but also created a
tremendous amount of goodwill with countries around the world. It's
a hard fact that his businesses will stand to profit from this good
feeling.
Your business can use the same principle on a smaller scale. Getting
involved in community events not only makes your neighborhood and
town a better place, it also lets the people around you know that
you are a part of their lives. The movers and shakers in your town
may be the first to notice.
Become involved as a visible sponsor of amateur sports teams, charity
benefits, and town festivals. Watch for ways to tie in with radio,
newspaper, and TV who are acting as sponsors of community events.
Your business name could wind up on their promotional materials.
Write a Column to Share Your Expertise
It's a good idea to advertise in print or e-mail publications. It's
an even better idea to write an article for those publications. You
essentially get a high-profile platform to demonstrate your knowledge
on a subject that prospects are interested in. That's ten times better
than regular advertising! And it costs nothing.
But wait a minute. Where one article is good, a continuing series
of articles (a column) is even better.
An accountant in Oklahoma told me that he approached his local newspaper
about writing a financial column. They hesitated. Instead, he wrote
one article, then another, then another--all being accepted for publication
by the paper. In effect, he established a virtual column!
You, too, can develop a column for a newspaper, newsletter, magazine,
e-zine, or tabloid. Find a series of related subjects that interest
lots of their readers. Get writing help if necessary from a freelance
writer, local writing club, or college.
Get Those Testimonials!
More and more these days, products and services are being sold by
mail and over the Internet. Because the "store" can't be seen by the
prospect, many people don't quite trust buying at a distance.
Probably the most effective method of putting prospects at ease is
the use of testimonials. When a satisfied customer says something
nice about you, your company, service, or product; get their permission
to use the comment in your marketing. Nine times out of ten they will
say "yes."
Emblazon their compliment on all your marketing materials. Include
the customer's name and city of residence. You want to make sure readers
know that it's a real person and not some figment of your marketing
imagination.
Offer to include the name of the complimenting customer's business
as an extra benefit to them.
