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Every company searches to lure customers to their product. Unless you have a monopoly or unique product your marketing goal is to fulfill your customers needs with your products. Today finding that monopoly or unique program is virtually impossible, and even if you do find it chances are someone will copy it very quickly.
Wouldn't it be great if your marketing budget was unlimited and you could try everything ( web, print material, television, newspapers, radio..), and you would be sure to get results. Unless your Microsoft, Google or Ebay chances are you can't afford to do that. The first thing you must do is define who your market is. Do you sell locally, nationally or internationally. Even if you could sell nationally or internationally is it worth it? In order to sell nationally you must have adequate resources both financially and in support staff. The market is greater than settling just for locally but your competition is usually greater as well. More and more we are looking at targetted marketting. Define your market, produce less selling material but direct it to those who you really have a chance to sell your product too. Develop a list of potential clients ( Dunn and Brad Street lists, Yellow Page Lists, Industry Lists, Industry Show lists,...). Once you have a list start compiling a database of potential clients who'd you'd like to market to. Consider Variable Data Marketing pieces or direct Email campaigns. Always try to address your customers needs rather than focusing on your product.
You only have one chance to make a good impression. Firstly try to offer your potential client a discount or special offer for them to try you. They must have some incentive to differentiate you from your compettion. Your good name and reputation while great once they become existing loyal customers means nothing to a sceptical prospect. Avoid going the cheap route. Use a quality printer, create an exciting campaign, consider promotional products, or a professional web presence. You must stand out to make an impression.
Once you get a bite from your campaign, you must service, service, service. As easily as it might have been to get some one interested , it usually is just as easily to lose their interest. A dissatisfied customer usually does more harm to your company's reputation and image than all the good will you get from your happy customers.
Succesful companies who use these strategies in their marketing projects, include Fortune 500 companies and mid size comapnies like Canon, Motorola, Solectron, Mcgill University, SR Telecom, Future Electronics,L'Oreal,Hema Quebec, Bosch, Sub Zero, Thermador, Wolfe, Viking, Tommy Hilfiger, Liz Claiborne, Mexx, Aldo, and Browns shoes.
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