Reviewing The Best Methods On How To Promote Your Consulting Business
Promotional marketing is generally seen as the tail end of the campaign, however if a companies overall marketing activities don’t support its objectives and timing, the results are often poor, and the promotions manager gets to take the blame for the failure.
Choosing a good marketing company to integrate these complicated promotional channels is a task in itself since many will promise exceptional marketing campaign results yet few will deliver what you expect.
When they fail, will you know where the problem was or will you have to chalk it up to experience and start all over again?
Why is it that many marketing firm’s promotional programs and implementation fail? Primarily because they don’t understand this fragmentation of media. Integrated marketing isn’t just a buzzword. Multi-channel marketing tactics need to be developed and coordinated by a campaign manager and carried out as a systematic program.
Unfortunately, there is a shortage of skilled promotional marketing experts and a limited number of marketing companies that have a national network of marketing channel partners and contacts. Integrated marketing can’t be done well by small marketing companies that arrange deals with other independents.
Large marketing companies have the resources, and the network of established channel partners that ensure your products are promoted from distribution to point of sale.
Since marketing and advertising channels have become so fragmented, it is difficult for an advertiser to reach and affect a target consumer. Advertisers can no longer take access to consumers for granted and it takes a concerted effort to reach a consumer a number of different ways.
Promotional marketing campaigns have to consider multiple mediums including the Internet to achieve optimal promotional and sales results. When they work together, they can register with the consumer audience, and ensure that your products are distributed to where they need to be at the right time.
We hear a lot about Internet marketing and its incredible reach, and it is excellent for communications and setting up brand awareness and purchase desire. However, for consumer goods companies, few promotional channels surpass retail store promotion. The retail store location is where the sale is made, and when your promotional program is focused to work well here, you’re likely to see things go well.
A sale can be lost at the point of sale, much to the consternation of firms with weak connections and retail sales training programs. They’re unable to respond to sales rep issues and the demands of consumers, and when the consumer loses confidence or interest, they won’t commit to buying the product.
Sales transactions are complex and premiums and incentives are a key part of whether your product will make it to the store shelves and receive the right sales support. Once your products leave the warehouse, they’re on their own, unless a professional promotional marketing company is supporting them at the retail level.
There are a few things that you should be thinking about when you’re building up your business. And the first I’d like to discuss is the importance of developing a solid marketing plan. The first thing you’re going to want to do is list all the different methods in note form that you are thinking about using in order to get the word out about your consultancy.
You can list things like webs sites, blogs, magazines, press releases, etc. Don’t limit yourself at this stage and worry about financial constraints or if you think it’s in your knowledge or skill set to handle something. Remember everything can be achieved with effort, time, and money. At this point you just want to first get the key ideas down on paper.
After you have done the initial brainstorming it’s time to start developing a more refined plan of action. This is where you’ll consider things like your marketing budget, what parts you can do yourself and what parts of the plan you may want to outsource, as well as goals in terms of time line and what you want to have achieved in different stages.
Remember a marketing plan can and should be dynamic. Change is good and strategic. Nothing needs to be set in stone but it’s important to have this plan for your consulting business to succeed.
After you have developed your plan you should spend some time and money developing your consulting brand. So many companies that I have dealt with in the past overlook the area of visual identity and brand design when starting new companies. Your interactions with new potential clients and the community are crucial so don’t skip the branding step.
Consider things like logo design, set up a professional looking website or blog, and make sure you have yourself some nice business cards printed as well. You can have the previous mentioned done up professionally these days for under a thousand dollars and let me tell you that it will be well worth your investment.
Lastly, make sure you spend time networking and building your relationships. This includes on and offline networking. Locally you should be going to events, business breakfasts, meeting with local companies in the consulting industry, and also letting all your current friends and contacts know what you are into. In the online world you need to start reading and interacting with blogs in the same or related industries, and also using the power of social media to build contacts.