Old-Fashioned Marketing

New online tactics are fine, but there’s still a lot to be gained by mastering conventional methods that have worked for decades.

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The first column of this three-part series on marketing tactics focused on ways your company can promote itself online. This column looks at some of the many ways to reach customers through more traditional channels.

The ideas in this series are more like an a la carte menu than an all-you-can-eat buffet. Your time is limited, and so are the financial resources you can dedicate to marketing your business. That's why it's so important to have a marketing plan – it will help ensure that you make the most effective use of your time, energy and money.

Direct mail

Direct mail can be an effective way to get business, but it can also be expensive, so it's important to do it well. Unless you have direct mail experience, it's often a good idea to leave the development of your campaign to someone who does. Your most important role is ensuring that you have the best mailing list possible.

The U.S. Postal Service website (www.usps.com) has good resources to help you identify mailing lists, and there are list brokers who can also assist here, but don't forget to check into what might be available from local public agencies – health departments and others. Also ask your distributors or the manufacturers you represent if they can support you.

Another approach, especially if you serve an area with mostly onsite systems, is to use a mailing service such as Valpak, MoneyMailer or Red Plum. These services put ads from multiple companies in a single envelope, delivered to a specific geography.

One more option is Every Door Direct Mail from the Postal Service. From the website, you can create your direct mail piece, identify your list and send out your mailing. It's not for everyone – for this to be cost effective, your area needs to be heavily served by onsite systems and should align fairly closely with ZIP code schemes.

Be an expert

Contribute articles to local news outlets that might help homeowners better understand their systems. Get to know local editors, radio and TV producers and make sure they know you are a source for septic system information. They will almost certainly put you in their Rolodex.

Don't forget online sources of news such as www.patch.com and online versions of printed newspapers. Consider offering consumer training sessions at health fairs and community events. Offer to go to local schools to educate children on potty do's and don'ts. You might even wish to write a blog for your website. The point is to be as visible as possible. The more places homeowners see you, the more likely your company will be top-of-mind when they are looking for onsite system related services.

Use free press

You may be surprised at the number of newspapers that serve your area. Many will run press releases about your company word for word. Don't overlook this free advertising. Keep an eye open for milestones or other important activities and events related to your business – new location, 100th system installed, new service added, awards received. Send a short press release to note these highlights.

Business networking groups

These "clubs" can be effective in getting strong leads for new business. Business Network International is perhaps the best known and one of the most effective. They have local chapters all over the country, each made up of local businesses that share your customer base – people like electricians, painters, real estate brokers and insurance agents. The point of BNI chapters is to encourage business networking and referrals. You are expected to share leads, and you can expect to get leads from others in the group. The cost is about $500 per year, but many small businesses swear by this channel.

Fairs and other events

Meeting prospects one-on-one through a display at a county fair, festival or health department event can be an effective way to gain new business. With a bit of digging, chances are you can identify events on many weekends in spring, summer and fall. Invest in a tabletop display or other graphics that portray your business professionally.

Watch for more marketing ideas in the third and final installment of this series.



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