This column first appeared on RimoftheWorld.net on December 21, 2009
I don’t know why I even bother writing down my Near Year’s resolutions. Instead, I should just make several copies of the same list, because the items on it never change.
- Lose weight.
- Eat healthy.
- Watch less television.
- Read more books.
- Spend more time with my family.
- Stay on top of the laundry.
- Clean out the pantry.
- Spend less. Invest more.
- Actually implement my New Years’ resolutions.
When it comes to business, I have compiled another list, which I will be happy to share. It is my idea of the top 10 marketing tools for 2010. Now, by recording these, I know I run the risk of being compared to Nostradamus, whose predictions are always menacingly scrawled across the front of scholarly journals like the National Enquirer. But I think it’s important to note that my ideas are not based on dreams. Nor are they presented in quatrains. But, they do appear in print. So, you never know…
Kathy Bowling’s Predictions of the Top 10 Marketing Tools for 2010
- Food—People will continue to eat this. So I suggest that you find ways to use it to promote your business. You can do this either by printing your marketing message on candy wrappers or by bribing potential clients with pizza.
- Money—No matter the economy, people like cold, hard cash. So if you want them to pay attention to you, I recommend giving away dollar bills while you speak.
- Freebies—if you print your name on virtually anything and give it away, people will take it. I can attest to this because we have an entire drawer filled with corkscrews, potato chip bag clips, visors and refrigerator magnets, many of which are emblazoned with logos of companies which have long been out of business.
- Telephones—this might seem an antiquated suggestion. Most business owners actually have at least one phone line. However, to their peril, some have forgotten how to use it. I encourage you to make 2010 the year that you abandon the impersonal practice of replying to every note with a text message or email. Don’t be afraid to pick up the phone and call your clients and vendors. It might take them awhile to find the phone. But when they uncover it, they’ll be pleasantly surprised to hear the sound of a human voice on the other end of the line.
- Cell phones—when cell phones first went public (Yes, I am old enough to remember this), they were about as convenient to carry around as a bale of hay. They are now quite small and weigh considerably less. So consider purchasing one. A note of caution, however. Once you buy one, it won’t be long before it attaches itself to your ear like a parasite. When people know they can reach you 24/7, they will try to reach you 24/7.
- Face-to-Face Communication—even better than a phone call, personal interaction is the best way to do business. People are more likely to abandon etiquette when they can hide behind technology. So, as often as is practical to do so, try to do as much business as possible in person.
- Computers—while some business owners hide behind technology, others reject it. If you are stubbornly refusing to accept the fact that Cyberspace is here to stay, I recommend that you pry the cold, ballpoint pen out of your frigid fingers and invest in a PC.
- Ads—some folks have traded costly advertising campaigns in favor of “freely” pitching their products via Twitter, Facebook and the LinkedIn. I caution against this practice. While the majority of social networking sites provide direct lines of communication between buyers and sellers, these tools lend themselves more to public relations than to direct marketing. Put down the bullhorn and grab a cup of coffee. Listen to the conversation and earn your right to participate. When it comes time to advertise, you will need to ante up, just like in the old days. The difference is that, after interacting with your target market, you’ll better understand how to use or alter your product so that it addresses your target markets’ needs and concerns.
- Charity Sponsorship—with belts so tight, donations have lost their allure. Even so, it will always make sense to share resources with those who are less fortunate. Holland Lowe, director of Operation Provider, says that donations are at an all-time low and requests for help are at an all-time high. Consider a year-end gift, which will not only help your organization at tax time, but will demonstrate your commitment to something beyond improving the bottom line.
- Networking—once known as relationship marketing, the practice of getting to know people as individuals instead of potential customers is the best way to grow a business, and, more importantly, enrich your life. Find a group that encourages friendship and active referring. My membership in the San Bernardino Business Elite Chapter of BNI has multiplied my own success, exponentially. And, in the infamous words of Clarence the Angel, Second Class, in the classic Christmas movie, It’s a Wonderful Life:
“No man is a failure who has friends.”
Until next week, I’ll be Bowling for Business.