Marketing 101: experts share their newest - and hottest - marketing tips - Cover Story

Entrepreneur, May, 1996 by Lynn Beresford, Jeanean Chun, Cynthia E. Griffin, Debra Phillips, Heather Page

Cover Story

Whether your business is a bookstore or a beauty salon, a consulting firm or a computer company, there's one thing it can't live without: marketing. But even though marketing is as essential to a business as oxygen is to a human being, it's one area where many small-business owners fall short.

What's the problem? Chances are, it's your attitude. Contrary to popular opinion, successful marketing doesn't require multimillion-dollar ad campaigns or high-powered publicity blitzes. What it requires is a new way of looking at the world--a mind-set that views every situation as an opportunity to promote your business.

To begin changing your outlook, check out the following pages, where nine of today's top marketing experts offer their newest and smartest marketing ideas. Whether you want to reach around the world, across the Internet or simply as far as the corner grocery store, learn how to put your business out there--everywhere--and get results.

You're The Star

One conversation with Danielle Kennedy, and it's clear this is a woman who knows how to make connections. The owner of sales training firm Danielle Kennedy Productions in San Clemente, California, Kennedy is the author of five sales books, as well as audio and video sales training programs, and was recently inducted into the Sales and Marketing Executives International Hall of Fame.

How does she do it? "You can network without being obnoxious," declares Kennedy, who offers these secrets for making your mark:

1. Think community involvement. Help organize a 10K run for the American Diabetes Association or a food drive for the homeless. Giving back to your community lets you do good and, at the same time, drum up business.

2. Sponsor offbeat, memorable events. In addition to more traditional events, try unusual ideas like renting a movie theater for a day and inviting kids to a free viewing. "Do this before school starts in August, about the time parents are ready to go nuts," advises Kennedy. "I've done it--the follow-up business was incredible."

3. Attend trade association functions, and chair events. "You may have to eat your share of rubber chickens," warns Kennedy, "but when you chair committees for your trade association, you meet important people in your industry and exchange ideas and leads. The next thing you know, referrals will come to your door from three states over."

4. Work harder on yourself than on your business. "Continually go to school and learn," urges Kennedy. This could entail sharpening your writing skills for business letters or brushing up on your phone etiquette.

5. Form your own local business network. Make it a point to know local noncompeting businesses. "A well-known computer entrepreneur opened her business in a town where she was unknown, but she got together quarterly with other business owners to share leads and marketing ideas," says Kennedy. "Today, she owns a multimillion-dollar company."

6. Meet the key people in town who can help grow your business. This could mean a prominent attorney, banker, realtor or accountant. Don't wait for the next chamber of commerce meeting to introduce yourself.

7. Hire a public relations consultant. "If you aren't that creative," says Kennedy, "why not hire experts to give you the identification you need to make an impact in the marketplace?"

8. Have a leads breakfast. Sponsor a breakfast with local entrepreneurs who aren't direct competitors, and get a lawyer, politician or security expert to speak to the group.

10. Spread good rumors about yourself and your business. Deliver quality; charge reasonable rates. In other words, give customers a reason to talk you up to their friends.

11. Go beyond single-niche marketing. "Don't get attached to one segment of the marketplace [just because it's] bringing you profits right now," warns Kennedy. "Develop several niches."

12. Don't forget to network with people you know. We tend to think of networking as constantly meeting new people, and forget about neighbors and friends as sources of leads.

Home Suite Home

Marketing is easier to define than to do--especially for homebased business owners with limited funds, limited time and lots of distractions. Jeanne Koester is one entrepreneur who has overcome those challenges. The author and publisher of 100 Tips for Starting a Small or Home-Based Business has run a secretarial and business support service from her home in Sugar Grove, Illinois, since 1992. Here are her top five marketing strategies:

13. Market your confidentiality. One of the great concerns of many clients is confidentiality, Koester says. The small size of homebased businesses can be marketed as a strength in terms of ensuring potential customers that when it comes to their business, mum's the word.

14. Target other homebased entrepreneurs. "They understand the challenges you've been through and are often happy to use your services," says Koester.

15. Take advantage of your flexibility. You set your own hours, so take advantage of cheaper rates on phone and fax charges. Fax at midnight-- you'll save money and ensure your message is the first thing customers see in the morning. Also use flexibility as a selling point to selected clients: "Working on rush jobs or doing an occasional overnight turnaround is something you can [offer] to special clients or when you want to get someone's business," says Koester.