Don't put off your marketing, NOW is the time
Whether you are a mega corporation with millions of dollars in annual sales; or a company of one, just trying to make your way in the world, you are feeling the economic crunch. But that is any reason to forego your marketing campaigns? On the contrary, today it is even more critical to be marketing to potential customers. As everyone tightens their belts, they will be looking closer at their design/marketing firms to make sure they get the most for their money.

Target your audience
Do the research to figure out who you want as a customer in advance.
Focusing your efforts towards only a group or two of potential customers offers many advantages. If yoru product are snowboards, how many 85 year-old grandmas do you think will be buying them? Probably not many, so why waste materials and money marketing to them? Marketing to one or two groups also saves you time and money. If you are focused on smaller groups instead of everyone, you will create a smaller, but more effective market base which can save you considerably.

Focusing on that one or two groups allows you to get to know your audience. When you get to know your audience you are better able to create campaigns that will target them in ways that interest them. Marketing campaigns that target everyone, invariably miss the mark for all.

Spend Wisely
Spend your money where you are mostly likely to succees.
That sounds like a simple concept, but people miss this one all the time. Along with picking a target audience, pick marketing campaigns that are compatible with your services or products. If you are selling your services on how to make buinesses environmentally friendly, which would be the best option; a brochure printed on bright white (not recycled) paper, using oil-based inks, or an email campaign which links to an online version of your brochure? It does not mean that both are not viable options and that both do not have their place (we can make the brohcure that is much more eco friendly), but you get my point.

I strongly believe that every business should have a website. It is the one marketing tool that can be as simple or complex as you desire. They don't have to be fancy; professional-looking yes, but not fancy. Your website could be something as simple as an online-brochure along with your contact information. A common mistake made by many businesses is they think that their website is all they need to attract their customers. Don't fall into that trap! Your website is not your "magic pill" to get you customers. Like any other marketing piece, is it only one tool of many. The best results for most businesses is some combination of electronic and printed campaigns.

Stand Out from the Competition?
What makes you different from your competitor?
What products or services can you offer your customers that the competitors don't or can't? Think about the reasons why you are better than the guy down the road. Do you offer faster service? Is your product made of a higher quality than theirs? Or is it something a little more personal, such as you call the customer a week later to make sure they are still satisfied with your product or service. While money is definitely a factor with customers, it is often not the determining factor. Quality should always be number one in your business philosophy. What makes you different doesn't always have to cost you anything but your time. A simple follow-up call can do miracles in spreading your name around as a great place.

Whatever it is that sets you apart from the competition, make sure others know about it. Modesty is a great thing to have in our personal lives, but not with our business. If no one knows how much better you are than the other guy, it will not help you at all! Press releases are a great, and free, way to get the word out. Quarterly newsletters and eZines can also be effective. Just don't be shy, shout it all for all to hear!

Consistency, Consistency, Consistency!
I cannot stress this enough!
Consistency is the key to recognition, and recognition is the key to getting customers. Corporate branding is essential to looking and being consistent. What comapny pops into your head when think of a red bullseye? My guess is you would say Target. Why? Becuase they use the same logo on everything: televison ads, print ads, in-store displays, etc. You will find that bullseye on everything. To enforce their recognition even more, They use the same red on everything.

Consistency! Consitency! Consistency! What would happen if your letterhead didn't match your envlopes, and your envelopes didn't match your business cards and none of them matched your brochures or your website. Would anyone know who you are at a glance? Of course not! Each and every piece that has to do with your company from your logo, to direct mail pieces, brochures, billboards and websites must all have a common thread. They should include the same colors, the same fonts, image styles etc. It doesn't mean all of your pieces need to look identical, but they need to tie together somehow, so that when a customer or potential customer sees anything of yours they can instantly recognize it as yours.