Marketing Mix

Getting Things Done with a Marketing Mix
By Mark Smallwood

Marketing, sales, and public relations often get mixed up and muddled in our efforts to “make something happen.” The reality is that for most small businesses, it doesn’t really matter what you call it, it just needs to get done. Still, it pays off to understand what goes into each element, whether sales, marketing, or public relations, and when each element comes into play.

Small Companies Need to Market to Grow

Dane Traver started his computer and networking support business, TraTech, by installing and repairing standalone systems and small networks for friends and family. Soon, however, word of mouth drove Traver to create a series of brochures to advertise the business.

“I hit that tough place where I was busy all the time, but not bringing in enough money to make it worthwhile,” said Traver. “I knew I needed to get higher paying jobs and repeat business. To do that, I needed to create an image for myself.”

As a power backup system reseller, Traver knew that most small companies make little or no investment in backup and recovery. One of his brochures detailed the costs of not backing up your system. “Small manufacturers have three kinds of information on their systems: accounts receivable information, inventory information, and customer lists. This is their entire business. Those companies also have a tendency to be dusty and cluttered. Without the proper backup procedures, you could be out of business overnight. Literally.”

Don't Be Afraid to Hire Professionals

Traver worked with a professional copywriter to develop the brochures. He then used a desktop publishing program to produce the brochures, relying at first on the software’s standard templates. Later, he asked a friend who was a graphic designer to create a simple design that could be used over and over. He uses a different color for each type of brochure.

“I tried mailing to a list of small manufacturers that I got from a directory, but nothing happened,” said Traver. “One weekend, I was sitting around with about five hundred brochures sitting in a box. I grabbed the box and started driving around to industrial parks where I knew I’d find some target companies. I just started dropping the brochures in through the door slots.”

When in Doubt, Take Action, Any Action

Traver instinctively knew that he had to take action on his own to keep costs low. He didn’t consider himself a salesman, but rather was a technical guy who had years of experience with small and large manufacturers, including over fifteen years on the technical side of the pharmaceutical business.

“I dropped a brochure through the door of a small company where the owner happened to be working on the weekend. He picked up the brochure, read it, and called out to me when I was a few doors down. We talked about the problems I’d outlined on the brochure for about ten minutes, then he asked me to come in and look at his systems. I ended up selling him a couple of new systems and now he’s a regular customer. Now I try to make a door to door sweep at least once a month. It pays off, and it gets me some exercise,” Traver said.

With steady work coming in, Traver is now concentrating on creating a more consistent marketing program. He’s building a calendar that includes advertising in local newspapers, direct mail, and free seminars on disaster planning and recovery. That’s marketing.

Don't Forget Public Relations

“When I first started, I thought I needed to get some news stories written about TraTech. Everything I read said that public relations was the cheapest form of advertising. But, it’s not as easy as it sounds,” Traver said.

Public relations and the press is a vehicle. Public relations isn’t going to create news for you. You have to have something newsworthy to begin with. Then you need to pitch that news to the right newspapers, magazines, and other media. Traver believes strongly that the high cost of lost data is news. Based on that passion for informing others before it's too late, Traver has started working on a couple of PR strategies.

Set Yourself Up as a Local Expert

The first idea is that you need to set yourself up as an expert in your area. For Traver, that meant getting people to think of him as the guy to call for information about disaster planning and recovery. He's started adding content in his area of expertise to sites like Yahoo! Answers, and on Profnet, a division of PRNewswire that provides experts for journalists and freelance writers.

Traver is also considering offering free workshops at a local school or community organization. By offering free workshops at Rotary Clubs, Kiwanis Clubs, or other organizations, Traver would start to build a local reputation.

Get Involved with Others

Donate equipment and services to a local charitable organization in exchange for the news value. Make sure it’s something you believe in and an organization that’s newsworthy. Not only is the donation tax-deductible, but you can make sure that you get press by calling the local newspaper and arranging for them to meet with you and the organization’s leader for a “grip and grin” photo opportunity. The fact that you’ve helped a local group in their efforts to do good will do you good.

For more than 25 years, Mark Smallwood has worked as a writer, marketer, small business owner, and software industry manager and executive. You can read Mark's regular blog http://www.eversmall.com on real world issues facing solo entrepreneurs and small businesses.