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Do’s and Don’ts for Your Marketing Dollars

by Jill Foster on December 29, 2009

Save money

Guest blogger Robin Ferrier is communications manager for the Johns Hopkins University Montgomery County Campus and president of the Capital Communicators Group. She can be reached via LinkedIn.

The economy is down. Budgets are even tighter than normal. But you know you still have to spend something to market your company, right?. After all, what good is it having the “best” product or service if you don’t have customers to take advantage of it.

So with a tight budget, where should you — and where should you not — be putting your marketing dollars?

After more than 10 years in marketing and communications for publicly traded companies, non profits, and higher education institutions, here are my thoughts…

Where to spend, spend, spend:

  • Web presence: I strongly advise putting the bulk of your marketing dollars in creating a strong web presence. What do I mean by strong? I mean a web site that is populated with a lot of good content… from day one! I mean a web site that is interactive and updated on a regular basis. I mean a web site that is easy-to-read and easy to navigate. And I mean a web site that looks professional and trustworthy. The fact is, in this day and age, people expect you to be online. And web sites are how most people — reporters included — find out about companies, products, services, etc. So you have to be there, and you have to be there in the right way…and not in a cheap way.
  • [ side note ]: Make sure you think through your web presence before you start working on it. Should you have an e-newsletter? A blog? Message boards? What do your customer needs and want?
  • One or two good collateral pieces: Again, I can’t stress enough the importance of professional design, especially since this piece should be your only leave behind. And yes, you have to have something to leave behind…even if that something should direct people back to your professionally designed, content-rich web site. So splurge on hiring a graphic designer to put together a nice piece. It doesn’t have to be full color if you can’t afford it. A well-designed two-color piece can be just as impactful.
  • [ side note ]: Think carefully about how many copies of your collateral piece you actually print. I’ve fallen victim to the “bulk” discount trick…spending more money and ordering a higher quantity because it lowered the “per piece” cost, a deal I couldn’t pass up. And I ended up with multiple boxes of an out-of-date print piece a little over a year later…
  • Business cards: And not just your average, run-of-the-mill business cards. You’ve created a new company. You don’t have to be bound by corporate rules and long-standing traditions. You can be creative. Fresh. Unique. You may want to check out a fun presentation about business cards by AppSolve’s Steven Fisher from this year’s Grow Smart Business conference.

And don’t waste your $$$ on:

    • Media monitoring: Once you’re more established and have cash to spend, media monitoring may be worth the investment, but for now you can likely catch most of the media coverage about your company through free products like Google Alerts.
    • Media databases: Again once you’re more established, products like Vocus can be a helpful tool. But right now, when you’re just starting out, I’d encourage you to spend time instead of money when it comes to media research. Maybe you thought homework was something you left behind in high school, but I’m here to tell you it’s not. You can find the right reporters and bloggers to approach for media coverage just by visiting the web sites for major newspapers, magazines, trade publications, etc. Read what people are writing.

Get to know what reporters are covering. Then approach those reporters… with the right story!

  • Fancy print media kits (hint: they’re old school): Reporters would rather find your media kit materials on your website so they can cut and paste what they need. And so that the only space it takes up is the one line when they bookmark it in their web browser. Though I have no proof of this, I’m convinced that most — if not all — media kits go right to the “circular file” when you leave the building.

How about you and your business? What marketing do’s and don’t have been effective to pursue (or not)?

Image Save Money Save the World by Candor, Creative Commons.

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