In the past 13 years, I have had the opportunity to work with some companies that were just getting started, had just introduced a new product and wanted to promote it, or believed their company had plateaued and wanted to get it growing again.
No matter what the situation, the initial goal always was to establish—or reestablish—name recognition. For a company that had stagnated, for instance, this often meant having a “grand reopening”—reintroducing the company and its products to the industry marketplace using a variety of strategies.
The following are 10 communication marketing strategies, all of which have proved successful no matter the situation or the marketing goals of the client:
- Develop a memorable company tagline that expresses the features or benefits of the product or in some cases how you want your end customers to “feel” or think about your company and its products. Good example: “Betcha can’t eat just one” from Lay’s potato chips.
- Develop a mission statement. A mission statement is for the benefit of both the company and its customers. It describes why a company is in business, what it produces, and its goals for its staff as well as the users of its products.
- Make a list of all industry trade publications along with the editors and account reps of these publications.
- Work with these editors to provide quality articles addressing challenges their readers and your potential end customers face, tactfully suggesting how your company’s products can provide solutions. Once they are published, post links to these articles on your website.
- Send out press releases at least once per month; they are not as effective as they used to be so make sure they are posted on your company website.
- Don’t put all your marketing eggs in one basket. If introducing a new product, for instance, put the bulk of your marketing dollars initially in advertising, and then move your spending slowly over to public relations and social media. Advertising gets the word out with a bang, but public relations and social media help end customers better understand what that bang is all about.
- Partner with industry influencers; their endorsements of your products or services can carry a lot of weight.
- Start a blog, and post updates at least four times per month—more if you can.
- Along with exhibiting at tradeshows, company leaders should look into speaking opportunities at these gatherings.
- Put “sales sheets” on your website highlighting the features and benefits of your company products compared to those of your competitors.
And one more tip: View all marketing strategies as a journey. There may be times to increase or scale back marketing projects, but when it comes to marketing there is no end point. It’s important to keep your name and products on end customer radar screens.