News:

February has been an exceptionally busy month for coaching and to meet the extra demand we will be welcoming a PR and Membership coach to the Marketing Coach team in the next month or so. If you are a membership-based organisation that would like some coaching on how to grow your membership base or need to build your profile in the media, please contact us to arrange a session.

Tips: What has been your most effective marketing strategy?

This month I decided to try something new. While coaching and courses can be a great source of information, there's nothing quite like learning from your peers. This month I decided to ask a number of small businesses what they had found to be the most effective marketing strategy for their business. Here are their suggestions:

• With my photo restoration/retouching business, the most effective marketing is doing presentations for genealogy and special interest groups. I generally have approx 1 hour to show my target audience what I do and wow them with examples of what is achievable with photo restoration. Each talk leads to photo restoration jobs from those who think it is all too difficult to try themselves and bookings for courses from those who would like to learn the necessary skills to restore their own photos. Carol, www.pixelbypixel.com.au
• With Little Critters I have found the best marketing (apart from word of mouth) is attending markets. People like to see the products in person and casually flick through the design folio. I attended a large expo last year where thousands of people passed by my stall. It was so busy however that prospective customers were just pushed along with the crowd. Markets are more relaxed and people have more time to browse and talk. Carol, www.littlecritters.com.au
• The markets/fairs & Exhibitions have been the best form of advertising............and the good thing is you get to sell stuff too.....bargain really, you go home with a pile of cash and a whole heap of new business. People can be very touchy feely about stuff that it's good to go out and demonstrate occasionally MandyJ. http://www.blueedgecrafts.com.au/, http://www.craftmad.com.au/, http://www.blueedgetech.com.au/, http://www.craftauctions.com.au/
• We blunder through all sorts, but definitely the most effective for us, are conferences where the right people can actually see what we sell, as opposed to looking at pictures. The conferences are attended by our target market.
  We do it once a year, travelling to wherever the event is held, and usually make our money back over 2 days...and get great publicity. We tried mainstream expos etc and they just don't work for us - Lisa-Jay
• One of my most effective marketing strategies is networking online - through message boards, blogs and other online communities. By using my signature and a link to my website in my profile, I participate in discussions as I normally would and become part of the community. Whenever a question comes up relating to my area of expertise (helping Mums start businesses) I make a point of answering it. If the rules allow, I will also include links to my website. When using this marketing method, make sure you read the rules of the community so you don't get off side with the site owner. This also takes time to build up the contacts and traffic; however with patience and participation, you will soon see the benefits. Melissa Khalinsky, http://www.businessmums.com.au/
• To attract new customers, my best strategy is to show them the product. Markets or expos that attract your target demographic are important, but you need to consider what your target demographic really is. For example, as someone who markets eco-friendly baby and parenting products, I am better off at a craft market that attracts people with natural living ideals than at a baby expo where most of the attendees are more interested in big brand names. To encourage repeat customers, I provide useful promotional give-aways with each order. Rather than just slipping a business card or flyer in the bag with their purchase, why not print your logo on something inexpensive but useful? Look for a promotional item that complements your product range, and keep the price down to a level that is easily covered by the profit made on an average order. It means your customers will keep your logo around because it's useful, and will remember you when they're ready for another purchase. I've even seen customers reselling my promotional give-aways, or passing them on to friends who might find the item useful! Emma Davidson, http://www.brindabellababy.com.au/
  

Tool: Need some publicity - use a saleable topic

Journalists look for active stories where readers are compelled to act on the information or learn something new. If you're looking for a story angle, these topics are more likely to get a run:

• Reveal an injustice
• Offer a solution to a current problem faced by their readers
• Offer an interview with a well-known personality following a promotion, the release of their latest book/film or award
• A specific news event relevant to their readers e.g. the opening of a new museum, talk by a leading expert etc.
• A specific cause or charity that is likely to capture their reader's hearts and minds
  
  
  

Technique: When you lose your audience

When delivering a presentation and you find that people are starting to talk amongst themselves, a handy technique is to just stop and look at them. Don't say anything, just look at them. It will quickly refocus their attention.