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Marketing Strategies

Sir Richard Branson's trademark is outlandish publicity stunts. He will do pretty much anything to promote the Virgin brand, be that driving a tank down Fifth Avenue in New York to introduce Virgin ColaT to Americans, playing a drowning man in Baywatch, or flying his hot air balloon across the globe. The majority of us don't have the budgets that Branson has, so it's time to figure out what strategies are viable for you and your budget.

Of course, which marketing strategies, ingredients and tools you use will depend on which slice of the pie you are on, and what your objectives are. Here's a list of marketing strategies to pick and mix, depending on your objectives:

• Writing: articles, checklists, reports, tip lists, newsletters.
• PR/publications: press release submission to targeted media.
• Public speaking: at seminars, workshops, conferences, meetings.
• Direct mail: sending sales letters and printed materials through the post.
• Telemarketing: contacting prospective customers over the phone.
• E-mail contact: e-mail updates or e-newsletters.
• Referrals: happy customers refer someone they know to you/recommend/pass on leads.
• Testimonials: happy customers put their review of your products/services in writing.
• Networking: mixing and swapping contact details/information/advice/leads with others.
• Trade shows/exhibitions/events: taking a stand to sell products, get feedback, gather leads.
• Giveaways: using competitions and prize draws to incentivise action and/or build a mailing list.
• Face-to-face selling: once an appointment is booked, to persuade a prospect to buy.
• Via website: directing leads to the website.

What are your Objectives?

• To raise awareness of your brand or new product/service? Then you'd use articles, a promotional event, sponsorship or targeted advertising - plus PR.
• To raise credibility and have people trust you? Then you'd try public speaking and articles, networking and running seminars or workshops for your target audience, or collecting testimonials and case studies from happy customers to use as evidence of how good you are.
• To generate leads, referrals and sales? You'd focus on networking, direct contact, follow up, phone and e-mail marketing and giveaways.