The most effective and least expensive marketing/promotional tools

A few days ago I saw a question on LinkedIn as follows:
"What are the most effective and least expensive marketing/promotional tools for a Small Business Owner (1-2 people) in any given market-place?"


The straight answer is that it depends on the type of the business. Different types might use different marketing approaches. However, here are few ideas that hopefully will get you on the right track:


1) Online presence is important and even crucial to some business. If you have a good eye for design and you don't require anything too complicated, you can start by using one of the free site building services (personally, I like http://www.wix.com/). As per SEO (Search Engine Optimization), it is true that some SEO services will deliver great results. However, if you do not have the budget for it start with very simple things:


    (a) Submit your site to ALL search engines
    (b) Make sure to update and add content to your site regularly
    (c) Use as many social network sites (e.g. LinkedIn, Facebook, YouTube, etc.) to post information about your business with a link to your site.
These are just a few basic methods, and obviously a professional service might be able to offer you greater and faster results.


2) Write Press Releases and submit them through a press release submission service, a recommended one is: http://www.prweb.com/. You can also use free PR distribution services, however, be careful to check their reputation before using them as some of them are noted for sending spam and can actually cause more damage then help.Press releases are especially useful if you have a website.


3) Make sure to register your business on as many free directories. There are many free directories online and all you have to do is to search them on Google and start registering with them. Try to add as much relevant information and keywords in your ad.


4) DON'T underestimate the power of cold calling. Indeed it is an old tried method, with no sex appeal, but this method has probably generated more business then all other methods combined; and with today's low low rates from VOIP services (e.g. Vonage.com), phone calls cost next to nothing.


5) Word of the mouth. Make sure you give great value (not to confuse with price) and service to your customers and they will make sure to tell about your business to the people they know.


6) Don't be shy. If you have a satisfied client make sure to ask the client if knows anyone else that might be interested in your business. You'll be surprised are people are happy to refer you to someone they know.


7) Mailing list. Mailing lists can be a great tool to drive business in your direction. Make sure that your mailings are relevant and are worthwhile for your customers to open them. Always include in them, information but also promotional offers.


8) Discount Sites. Sites like groupon can help you get business.


9) eBay. While trying to sell your product on eBay you might be able to get additional exposure for your business, in the form of including its name, website, etc. in your ad.


10) Try to see if there are any governmental agencies that might have an interest in promoting your business (e.g US EPA in case you are cleantech company). These agencies can get you free promotions through publication and speeches they give.


11) Last but not least. Make sure to include your logo, brand-name, slogan, etc. on your product! (and obviously on all stationary). 


The above list is just a basic starting point for marketing your business, but there are many other promotional and marketing methods and they are limited only by your imagination and ingenuity. Make sure to dedicate the time to research and think about how you can promote, develop, and market your business.

Imitation is the Sincerest of Flattery

Charles Caleb Colton, (1780 - 1832), already said "Imitation is the sincerest of flattery", often misquoted as "Imitation is the sincerest form of flattery". This is correct also in the business world. Although, invention and ingenuity are crucial to most businesses, you don't have to "invent the wheel". Many times what you are trying to accomplish was already done by others and successfully so. Therefore, take the liberty to learn and to be inspired by what others have done. 

This is specifically relevant when we discuss design. 
When you are about to start designing or redesigning your website, catalog, and other brand elements, make sure to look at what your competition and other companies have done. If there is a market leader in your field that is also known for its design (Apple anyone?), make sure to look closely at the elements that make its branding. I do not encourage or propose copying or imitating, but being influenced and learning what make others successful is important and can save you a lot of time, resources, and costly mistakes. Make sure that you look at other companies work and write down what you like and what you dislike in the way they present the information to you. Look at their websites, do you like the cluttered ones or do you like the ones that are clean designed, do you like the ones that are using many colors or do you prefer the ones that are employing minimal use of colors. 
Same goes for other aspects of branding and marketing. One aspect that can be very important to your company might be the catalog. Make sure to look at other catalogs and note if the information is presented in concise way or did the company just tried to put in as much information as possible. Are the products in the catalog presented in a technical way or in a more consumer friendly way. 
Be aware that what might work in one industry might not work in a different industry. Each industry has its own standards and customer's expectations. 
While keeping the above in mind, remember, the design of your branding elements should be unique to your company and should reflect the idea behind your company or product. 

Definition of Above the Line (ATL) and Below the Line (BTL) Marketing

A few days ago, I was asked by an associate what is the difference between Above the Line (ATL) and Below the Line (BTL) Marketing techniques. 


In the business environment there are several interpretations to ATL and BTL. However when we discuss marketing approaches the meaning is, to put it simply, to define the marketing and sales activities that the company is engaged in to sell its products.


These two techniques use the line as the differentiation point between marketing activities that are considered as mass marketing, ATL marketing, and marketing activities that are focused at a specific individuals according to the individuals needs and requirements. 


The success of ATL activities is usually measured in brand recognition, rather then in increase in revenues.Examples for ATL activities are mass advertising, such as TV and radio advertisement, printed advertisement in traditional printed channels, etc. 


BTL activities are usually easier to measure, and translate into monetary values, then ATL activities. Now days, due to increase costs of traditional media, and the increase in buying decision made on impulse, many companies are engaging in BTL activities. BTL activities can be defined as all marketing activities that target specific individuals at a very specific location. An example for a BTL is a coupon dispenser on a pharmacy shelf where the customer is making the buying decision. Another example for BTL that can be found in retail environments is when brand representatives on the retail floor offering trials for new products of the brand.


Both ATL and BTL has justification for deployment and a company must recognize its marketing goals and budget when deciding weather to use ATL, BTL, or  as usually is the decision, a mix of the two.