“The best way to predict the future is to create it.”
The other day a business owner asked me this: What’s the best way to cost-effectively increase awareness of our products as we expand into other markets?
My answer: I would use PR, contests and sampling.
- PR: PR is mostly a matter of finding an interesting “hook” that the media finds exciting. Figure out what a listener of the nightly news would find interesting about your product, and use that to pitch multiple media sources.
- Conduct contests. If done right, this could get you awareness among tens of thousands of consumers (and businesses). Upviral.com is a tool many companies use to run such contests.
- Sampling. For many products and services, customers need to sample it in order to realize they want/need it. So identify a highly defined target market, and let them sample your offering.
Is your marketing plan working?
Ask yourself these 3 questions to tell if your marketing is failing or succeeding:
- Does your marketing generate a steady flow of new leads and sales?
- Are your marketing activities growing your profits month after month?
- Is your marketing so powerful that your competitors would do anything to get their hands on your marketing plan?
If you answered “NO” to any of these questions, you need to stop what you’re doing, and fix your marketing plan right now.
Today’s Question: What is the largest American corporation named for an owner’s daughter?
Previous Question: What product was the first to use animated characters in its television commercials?
Answer: Ajax cleanser
The Ajax pixies used to say, “You’ll stop paying the elbow tax when you start cleaning with Ajax.”
This campaign did really well, particularly since it was the first to use animated characters. Is there any marketing you can do that’s new? Not only might it attract new customers, but new marketing techniques often attract media attention too.
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