Keep Your Business in the Public Eye By RON CONSOLINO

Q: How can you do effective marketing without spending a lot?


A: Even on a limited budget you can create a quality marketing plan, assuring customer satisfaction and a good image for your business.

Start by clearly defining your major selling advantage. What makes you better, more memorable and of greater value to your target market than your competition? Identify your ideal customer. What challenges are they facing that you can provide a solution to?

Network to build your prospect base. Attend trade shows, chamber and other group meetings that have members in your target market.

Create a memorable identity for your business. Marketing is about visibility, consistency and repetition in the marketplace. Be visible in a consistent way and repeat that message over and over to your target market. Invest in creating a professional logo.

No more brochures. The brochure is the most common type of promotional material, but it's also the most useless, especially for newer businesses that are still evolving. The minute the pamphlet comes off the press, it is outdated and you'll want to make changes.

An alternative is a promotional kit, which generally consists of a two-pocket folder with your logo on it that has information about your business.

Include your biography, company history, a press release, a list of products and services, references, a professional photograph, reprints of articles you've written or been quoted in, a newsletter and a question and answer sheet.

Stay in the public's eye. Repetition is the key to visibility. A rule-of-thumb is that it takes at least six impressions before a consumer associates your product or service with your business name. Write a press release on your business accomplishments and send it to local business reporters.

Develop an effective Web site. The key is to make it easy for clients to reach you and receive information about you. Include your Web site address on all printed marketing materials.

Generate ongoing referrals. Ask your best client (particularly after they've said something wonderful about you) if they would assist you in the growth and development of your business by signing a referral letter that would come from them and be delivered to your prospects.

Finally, implement a marketing plan by creating a timeline with specific steps toward meeting your goals.


Ron Consolino is a management counselor for SCORE, Counselors to America's Small Business. His column is intended to provide general information. Send your questions to: Small Business, Houston Chronicle, P.O. Box 4260, Houston 77210.