How to Effectively Reach Your Potential Clients

Last week we discussed what the term “marketing” means and how it comprises much more than advertising your company and selling a product or service. We talked about the 4P’s of marketing (Product, Price, Place and Promotion) and how each component contributes to a successful business. See 3 Simple Steps to Help You Market More Effectively.

The action items included defining your target market and your competition. These statements will help us as we focus on the final “P” – Promotion. This is the area that stumps most people and where we get the most questions.

I hear the following questions almost daily: “How do I reach my potential clients?” and “How and what do I communicate to them?”

The answer is really very simple…and then again, it’s not. It’s simple because you have clearly defined who your target market is and what he or she values most. It’s not, because it takes a lot of persistent work and can cost oodles of money.

“How do I reach my potential clients?”

Let’s look at some of the most popular advertising options from high to low cost: Television, magazine, billboards, radio, regional tradeshows, direct mail, yellow pages, newspaper, advertising specialty items (pens, bags, etc.), online advertising, pay-per-click, your own website, brochures and flyers, networking, public relations and social media.

With all of the options available today, small business owners are able to abandon most of the traditional forms of advertising in favor of a promotional mix that maximizes their reach (number of prospective clients) and frequency (number of times an impression is left) while minimizing their cost.

We go back to who is your potential client? Where are they hanging out? Are they on the web? Facebook or LinkedIn? Do they use a telephone book or Yellow Pages online? Will they just do a “Google” search for the service you provide? Do they read the newspaper? What sections? Take clues from your competition. What are they doing and does it seem to be effective? How can you differentiate your company from the competition in both the media you choose and the content you present?

For example, wedding planners might find their prospective clients by exhibiting at bridal shows, utilizing direct mail, online registries and by creating relationships with local venues and churches. A bounce house rental company might reach customers via direct mail, pay-per-click advertising, online rental registries and by creating relationships with churches, schools, local businesses, and city offices. (The Event Planners Association is also well represented by amusement oriented companies).

Your media mix should contain pieces that work for you and your company. Make sure the return on investment is solid. Track and quantify your results. Are you spending $$$ on newspaper advertising and getting $ in return? It might be time to look for other options. Your media mix can be fluid, ever changing and adaptable to the economic environment.

"How and what do I communicate to my potential customers?"

Once again, who is your target customer? What does he or she value most? When hiring an event planner, price may be the most important factor or it might be creativity, experience, personality, style, location, etc. For a rental company, the customer may value cleanliness, on-time delivery and set up, price, safety, insurance, etc.

Know what is important to him or her as well as what is important to you. Remember all of the aspects that make up your marketing plan from 3 Simple Steps to Help You Market More Effectively? Your corporate identity, image, customer service philosophies, pricing strategy, etc. all determine how you position your company and what you communicate to your potential customers.

Keep in mind, the media components you select may have different purposes and goals. For example, the EPA exhibits at trade shows to create and reinforce Association awareness and to meet with current and potential members, whereas we utilize newsletters, our forum and our blog to educate our members and the industry, which in turn, reinforces our image as industry experts. As you can see, your media mix will be multi-purposed and multi-layered.

Action Step: Since you already know who your potential customers are, what they want and where they are, look back at your entire marketing plan in conjunction with what your customer wants. How can you combine the two into an effective message? Will you have several messages? Once you know where your customer is and what you want to communicate, you can choose the form of promotion best suited to your message.

Where is the most unusual place you've found clients?  Please tell me by clicking "comment" below.

Next time we will look at using low-cost, high-potential media.

Comments

[Rachel Segraves, Action Party Rentals]

One of the most unusual place we've found many of our clients is referrals from competition! Who knew?

[Kim Sullivan]

Yes, your competition can be a fantastic place to get referrals! The fact that you are getting many referrals this way tells me you are not only networking, but doing a great job with your clients as your competition trusts you to handle their clients. Kudos, Rachel!

[Michelle]

Most of the events I 've coordinated was through my friend.