Promotional Tools

Advertising in trade publications

Use advertising to reach a large audience that cannot be identified. But you must first identify those publications that will do the best job of delivering your message to your prospects. Look at a magazine not only in terms of its circulation of your target audience but its editorial. How well does it cover subjects that would be of interest to your prospects? Which publications do your customers find most useful? And what about your ad? An effective ad hinges on these three elements:

1. A very concise headline that offers a key benefit to your key audience;


2. A dramatic graphic that ties in with the headline;


3. A concisely-written message (the body copy) that pulls the headline and image together.

Direct mail

The same criteria for creating an effective magazine ad apply to direct mail. The two should work hand-in-hand, in terms of the message and design. Like a trade magazine's circulation, the mailing list is equally as critical in getting your message to those who recommend, select or specify your product. One of the advantages of direct mail is that you can usually tailor the list by job function, job title, size of company, location and SIC (standard industrial classification). One of the best sources for a mailing list is the trade press-those publications that reach your market.

Exhibits

Trade shows can provide many benefits. The opportunity to meet current and prospective customers in a short span of time can justify the costs associated with being an exhibitor. The level of success will hinge on how many attendees represent your audience and how well your visuals and promotional materials deliver your message. Like ads and direct mail, trade show visuals should be simple, clear and concise; and, for the sake of continuity, they should perpetuate the same message, theme and graphics that have been part of your program.

Feature articles

One of the least utilized tools for gaining exposure, articles for the trade press establish a level of expertise in the marketplace. No promotional piece can match the credibility that is gained from having an article authored by someone in the company appear as editorial. As a reprint, the article can become part of a promotional package, providing the benefits of a promotional piece.

Product literature

Every form of literature-brochures, data sheets, folders, pamphlets-should very clearly describe products and services and follow its original intent. For example, a sheet on a new product should be no more than that. A brochure that describes company capabilities and services should focus on that level and leave specifications and product detail for another piece. Regardless of content, literature should be designed with an overall design element in mind that makes everything look like it belongs to the same company, creating a look that will become recognizable.

Product newsletters

Combining the best of all worlds, product newsletters can be one of the most effective promotional tools. Product newsletters can be mailers; their content can include a current ad, a photo and description of a new brochure, a new product, a new process, a new sales person. Newsletters can provide technical tips to save customers time; they can feature articles by key people or promote customers' products in case history-type application stories. They are an excellent forum for Question & Answer columns. They can describe unique applications for your products and promote trade shows where you will be exhibiting.

Promotional gift items

Often used for the wrong reason, promotional gift items are considered more of a necessary evil than a promotional tool that can be meaningful. The challenge is to resist the temptation to purchase items strictly for the sake of having hand-outs at a trade show and find something that not only relates to your business but is useful. Items such as slide charts that are custom-made with application data or stock items that will help your customer in some way offer more value.

Publicity

Like feature articles, press releases provide excellent exposure; but they are not utilized. Editors welcome information that is news to the industry whether it is new products, new applications, new literature, new facilities. And they do not require a lot of preparation.

Videos

If the application of your products requires attention to safety or procedures that must be carefully followed, a video presentation should be considered. A step-by-step approach can be an excellent training tool for customers to use within their own organization.

Web sites

To get the most out of your Web site, review it on a regular basis for clarity and ease of use. Update it constantly to keep it current. Obsolete information on a Web site can create unnecessary problems and affect your credibility.

Delivering the right message

With all of this sales and marketing information presented in a marketing plan, it is now possible to develop a sound marketing communications program ... a combination of promotional tools working together to deliver a consistent, clear message to your prospective customers why you should be their supplier.

Source: Improve Your Marketing