Friday, February 27, 2009

Getting Through This Mess...While Spending Less

Back in January, I opened the new year’s volume of NYUMT by offering “resolutions” to market and promote yourself, one resolution per month, each one a different way to make an impact with your customers.

Now that economic conditions are that much more critical, the need to market is no less critical. But there are ways to manage the process, without breaking your own bank.

Welcome to the March edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

I recently gave a talk to a combined audience of the two leading event planners associations in town -- the International Special Events Society (ISES) and the National Association of Catering Executives (NACE) Now, while my association with these associations is linked to my capabilities as a professional caricaturist ( ), I was given appreciable opportunity to share with them my views as “the marketing guy.”

And, after all, just about all companies can benefit from a good pep talk on marketing. (With the apparent exceptions being the Exxons and Halliburtons of the world…).

The title of the talk was “10 Ways to Market Yourself Without Using Ads, TV, Radio, Billboards or even Brochures”

Let’s go over the first 5, not necessarily in chronology of importance…


· What’s new with your company? New product/service? – send an article out to the press.

· What’s new with you? If giving a talk or staging an event, send out an article.

· With permission, write about a client; use it as case study about your business.

· Send out a compelling photo with caption…from unusual vacation or interesting business trip, etc.

· Create an awards program for a worthy cause dear to you.


· Practice speaking by joining Toastmasters or other business/fraternal organizations.

· Invite clients and prospects to a talk or dialogue at local subdivision clubhouse.

· Join a local Chamber – even surrounding suburbs – and get on the speakers list.

· Ask to speak at your next industry association convention (state or national).

· Co-sponsor (and split the costs of) a seminar with a related industry colleague…i.e. insurance agent with financial planner; printer with website pro.

Trade Shows/Special Events

· Exhibit at a local trade show; share a booth with a colleague to control costs.

· Don’t exhibit at a local trade show; instead, walk the aisles and network freely among visitors and other exhibitors.

· Submit an article to appear in the trade show literature.

· Create a themed event at a local restaurant, inviting a specific prospect clientele.

· Co-sponsor a charitable event (golf outing, art exhibit, silent auction, etc.).


· E-mail a trivia-type question to clients/prospects; the first to answer correctly gets a free gift.

· Is there a movie presently playing that somehow touches on your profession? Tie in free tickets to clients. (“Slumdog Millionaire” for, ahem, bankers and financial consultants..?)

· Coffee mugs, water bottles and pens are cliché; use an item actually relevant to your business.

· Add a coupon for your services to a Welcome Wagon program.

· Promote your business through Val-Pak or Money Mailer coupon/flyers.


· Newsletters can be any size; send out a postcard with news, tips, maxims, etc.

· Newsletters can be e-mailed (“e-zines” such as this one) with all the info, including graphics…

· Co-op with another business that, for instance, could pay for printing through their advertising in it.

· Add an ongoing “newsletter” segment to your website that stays timely.

· Blog. Or vlog (the video version...).

Next month, we’ll go over the remaining five ways to market yourself without spending through customarily big ticket vehicles.

In the meantime, try to keep smiling. People want to do business with those who remain positive.

And I will positively plan on being here again the first Tuesday of next month with another macroeconomic view from “Not Your Usual Marketing Tips.”

Joel Kweskin
And from the "What-Alternate-Universe-Bizarro-World-Are-They-In?" Dept.: TV commercials that show cars speeding along on a highway, on a country road, on a city street. The operative word being "speeding." Like, really speeding...

1 comment:

clare said...

Great tips! Definitely food for thought