Today’s current economic state has created dire need for the re-shaping of business strategies. As a business branding and marketing consultant, I’ve had to find better, less expensive and more direct ways to serve my current clients while also attracting a new ones. While some might think it easy, the bottom line is one must be both consistent AND nimble to stay afloat in this sea of uncertainty.
So today, I would like to present a few of the thoughts I have on how to make 2011 the absolute best year ever. Of course with an unlimited marketing budget, an award winning team of designers and unlimited advertising, we’d be well on the way, but who has that kind of luck? The reality is I don’t make recommendations that cost money, no one has it and even if they did, we don’t want to spend it in this way. So I’m focusing on inexpensive, relatively easy and powerful strategies that pay off big time.
My idea starts with what might seem like a dream come true. I say put previous year’s networking to work for you. After the endless hours of glad handing and card collecting, make 2011 the year it pays off. Here’s how…
Mine that Database!
Take a long, hard look at your database. Identify those people who you think are the movers and the shakers, see which might have the same target audience as you and those with whom you feel you have, or could have, a good relationship. I also look for companies who have brands that are consistent with yours. The people who fall into all three categories are the ones with whom you’ll start out.
I’ll break it down a bit further for you. We all know who the movers and the shakers are. They’re those people who seem to be everywhere, they appear to be doing it all and probably don’t sleep. You know who they are.
People with the same target audience. You had better know exactly who your target audience is. If you don’t, you had better figure it out. (If you need help with this, you could give me a call!) Assuming you know, you’re looking for companies trying to reach the same market. Coke and McDonalds, Dominican Republic and Puerto Rico, Colgate and Crest. Without getting too complicated the first example are brand extensions a the other two are competitive brands. Inconsistent brands might be Nordstrom selling Payless Shoes, Walmart and Yves Saint Lauren, and Broadway showing a 3rd grader’s play. I’m sure you have the idea.
You can figure out the relationship thing. You know when it’s there and you know when it isn’t. DO NOT proceed if it isn’t.
Dialing for Dollars
Make it your business to contact 3 to 5 of these people each week. The goal is to establish joint ventures (partnerships you can do together that you’ll both benefit from), co-marketing opportunities (like Coke and McDonalds) and sales affiliates (them recommending your product or service and you paying a commission on the referral). It seems simple but these methods have been and continue to be a very successful and valuable strategies for myself and my clients. The best part is that they don’t cost a dime.
This is just one of the ways, I’m making 2011 the best year yet. If you would think you would like to hear more, please feel free to contact me. I’d be happy to share more ideas and elaborate further on these ideas.
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