Marketing and PR

Creating A Customized Marketing Tool Box

Author: Susan Sommers

Last time, we talked about branding your company or organization in order to differentiate yourself from the competition. Once you have defined your target markets, created your key messages, and developed a visual image, you are ready to create your Marketing Toolbox.

A  Marketing Toolbox contains the essential ingredients you need to successfully reach and persuade your key markets. There are seven tools to choose from:

1. Visual Image
   What kind of image does your company or organization convey through your printed materials? Does your logo reflect who you are? Are your colours, paper stock, and font style integrated into a unified image?
   
   
2. Printed Materials
   Do you need a brochure, a newsletter, postcards/flyers, an Internet website, a sales kit, or a catalogue? Or a combination of a number of tools? What do you say about yourself, your company or organization, and your products and services? Are your messages consistent with your visual image?
   
   
3. Special Events
   What events do you organize and why are these important to your target audiences? Do you get new clients, volunteers, donors, and employees from your special events? Do you organize events for current clients and/or potential clients?
   
   
4. Speaking and Networking
   What tips and information could you provide to a key market through a speaking engagement? Where could you speak?
   
   
5. Sponsorships
   What special events, local sports groups, or networking events could you sponsor to raise the profile of your company or organization. Could you donate a product or service to a Silent Auction, a business group, or a charity?
   
   
6. Trade and Consumer Shows
   Which shows do your target markets attend? Is a booth the best tool to meet them face-to-face? What new products could you launch at a show?
   
   
7. Media Campaigns (editorial, advertising, and advertorial)
   Which media do your target markets watch, read, and listen to? Who is your best contact at each media outlet? Why would they (and their listeners, viewers, or readers) be interested in you? Which of the other tools could you promote through the media (such as speaking engagements and special events).
   

Making It Work

The trick is to select only those tools that will work most effectively for you.

Before you start, consider these point:

1. People need to hear about you 4 to 7 times before they take action. That is why sending a direct mail piece to 5,000 potential clients does not bring in new business. It is better to use a variety of tools to gain recognition. For example, a potential client could hear about you through your brochure, word of mouth, a speaking engagement, an article in the community newspaper, and a booth at a consumer show.
   
   
2. Organize a one-year plan, and decide which tools you will use each month. Plan out the year at the beginning, as much as possible. That way, you will be able to formulate a budget and timelines for your marketing. It is also an excellent way to keep you on track – especially when you are ready to go off on a tangent.
   
   
3. Choose only those tools best suited to your target markets. For example, in Year 1, you might decide to develop a new brochure, Internet site, and special event, while you plan to develop a media relations campaign and a newsletter in Year 2.

You should also be aware of some of the myths of marketing:

1. DON’T switch too soon. Stick to your marketing plan. Often, when people don’t see immediate results, they decide to try another tool. It take time to get the word out about your business or organization. Be patient and stay committed.
   
   
2. DON’T assume you need a big budget to market. Marketing often involves more time than money. The tools I will be talking about in this column require some research, some writing, and some evaluation. But they are the most cost-effective and credible ways to market.
   
   
3. DON’T to target many different markets with one tool. Over the years, I have had many clients who try to create one tool that will work for all of their markets. It is often not possible. For example, I use a sales kit to approach universities and associations, while I use a brochure and business card for networking meetings, and an e-mail newsletter to keep in touch with current and past clients. The most important thing is to choose the tool best suited to each market.
   
   
4. DON’T go too broad. Sending out 5,000 flyers when 500 postcards would be better. It is better to define 3 key markets and do a small marketing program for each. Large campaigns often waste money and don’t bring results.
   
   
5. DON’T spend all of your money on advertising before you look at Marketing PR. Because PR is an information/education tool, it has high credibility. Combine a small advertising campaign with public relations when necessary, such as promoting your upcoming special event or buying advertorials (advertising and editorial) in the community newspaper.
   
   
6. DON’T choose tools only to compete with your competition. Get creative and think outside the box. One of the most brilliant advertising campaigns is a weekly radio spot featuring Toronto men’s fashion retailer Sol Korman. Every week, he talks about fashion trends, new merchandise in the stores, sales, and his family. Although radio is not a visual medium (and men’s fashion is), he has built a loyal following and a very successful business by choosing a medium where he doesn’t have competitors.

Also, don’t start a newsletter just because your competitor has one. Make sure your tools will work effectively for your markets.

Whether you are a large corporation or a home-based business, the tools in your Marketing Toolbox will help you to achieve success.

Published: April 07, 2006

Susan Sommers is one of Canada's leading marketing and media relations consultants, trainers, and speakers. She is the author of two new books on Canadian media: Building Media Relationships (Irwin Publishing) and media wise (United Way of York Region). For the past 25 years, she has organized marketing and media relations campaigns, events, and promotions through her firm, susan sommers + associates. Susan also designs and delvers workshops, training programs, and keynotes in marketing and media relations across Canada. For more information, visit her website at www.susansommers.ca, call Susan at (905) 889-6029 or e-mail her at susan@susansommers.ca

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