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Budget Marketing: Maximizing Your Exposure
Copyright 2007 by Mat
Kelly
Every small business knows the importance of exposure to
get customers in the door. And while execution of this
basic marketing principle comes in varying degrees of
complexity and cost, you do not have to empty the bank
account to get your company’s name in front of a
targeted audience.
Following the old, basic marketing model – putting a
sign with your company’s name on the door; sprinkling
your advertising budget across print, radio and
television campaigns; and paying a graphic designer for
a slick brochure or pamphlet – minimizes your impact in
the marketplace. An important step in expanding your
customer base is gaining exposure to generate interest
in your brand. And if you were thinking that you
couldn’t get a lot of exposure because of a limited
budget, keep in mind that there are always effective,
low-cost marketing options to attract potential
customers.
Here’s a look at a couple of ideas to stretch your
advertising dollars.
Website
Just under a decade ago, only the large companies were using
their websites as effective marketing tools. Today, almost
every business needs one. Your website serves as an
essential piece of your overall marketing plan that fuels a
sense of legitimacy for your business. If you don’t have a
website, potential customers may be turned off because these
days, the perception is this: if you are a legitimate
professional, you have a website. It’s as important as
having a phone number for your business.
The options for the size, appearance and functionality of a
website are endless. But a presence on the Web is essential
for you to take your company beyond your word-of-mouth
customer base. As you look into planning your website,
remember to budget for website design, development, hosting,
maintenance and content management.
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Trade Shows
Trade shows bring a targeted group of businesses to one
location, and the event is marketed toward that industry’s
target audience. When you participate as a vendor at a trade
show, you know the customers walking in the door are more
likely than the general public to be interested in your
product or service. As attendees walk past your trade show
booth, your display will introduce the customer to your
company before they formally meet you. And you must come to
the event prepared to sell – your team should be skilled in
delivering your elevator pitch, know the details of your
product or service and be able answer any questions
potential customers may ask.
To make sure you attract attention and stand out from the
crowd of exhibitors, you must make a smart decision about
where to purchase your trade show display. If you are
working with a limited budget, tabletop displays make a big
statement for a small investment.
And there are more advantages to table top displays than
just price. Larger, more elaborate floor displays are often
heavy, cumbersome, must be transported in several pieces and
have a complex assembly that requires help from more than
one person. Table top displays, on the other hand, are
reasonably compact and lightweight, easily transportable
(whether by airplane or car) and simple to put together.
Many come with lighting, a shipping case, and a variety of
add-on options to make your display more elaborate. If you
are looking to fine-tune that polished look, remember to add
table throws, trade show flooring and literature racks. If
you aren’t quite sure which type of trade show display you
want or need, you may be able to rent a more sophisticated
model for a significantly lower price.
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Sponsorships
It seems that advertising has sneaked its way into every
nook and cranny of our existence – and from your local
weather broadcast to the Olympics, companies large and small
have learned that sponsorships are advertising at its best.
Companies often sponsor well-publicized events to create an
association in the consumer’s psyche between charitable
giving and their company and/or product – even companies
that are well-known household names. McDonald’s was an
official sponsor for the 2006 Olympic Winter Games; Altria
(the parent company of Kraft Foods and Philip Morris)
sponsors domestic violence prevention programs; from
children’s health in New Zealand to classrooms for students
in England, Microsoft spends millions of dollars each year
in charitable giving; and scores of small and large
businesses offer funding to support events and causes in
their local community, from cancer walks and 10K marathons
to your local after-school programs, symphony, little league
teams and amateur sports leagues.
No matter the size of your company, there is a charitable
organization, cause or event that could use your dollars for
support. Of course, the more money you give, the more
exposure you will receive. But, whether you give $100 or
$1,000, your company will receive some exposure.
There is an endless list of other strategies to get your
company’s name in front of a limited audience – speaking
engagements, volunteer work, memberships with clubs and
associations, give-away promotions etc. But through an
effective website, regular trade show participation and a
consistent sponsorship strategy, you will be maximizing your
marketing dollars for quality exposure without blowing your
budget.
ABOUT THE AUTHOR:
Mat Kelly is the president of ExhibitDEAL, the
Original Exhibit Wholesaler specializing in
trade show displays. The company provides eight
and six-foot table top displays as well as
custom displays, literature racks, trade show
flooring and table throws. For info, visit:
http://www.exhibitdeal.com
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