Corrections for President's Column
December 2002
Michael Collins
For those of you that are reading the next few sentences and say to yourselves…. What is this guy talking about? I will share with you that this is the Punch Line, the Climax of the message that I attempted to share with you last month. But as fate, editors, or technology would have it, these words were cut out, trashed, or just ignored.
Consequently, my words fell upon ears that thought I must be a raving lunatic. Hopefully, these couple of lines will pull it all together. If not, then it doesn’t matter much. So here goes. Please note that these missing lines from last month's President’s column are not only bold but italicized.
By this time one of my employees came in wondering why I was making "exasperated noises." I said, "Do you know the phone number of our old electronic repair line?" He replied, "Of course, it's..." and proceeded to tell me.
He was right as always. Though I have to say I felt a little uncomfortable that he would have dared to speak the number aloud. Hopefully, no one from the phone company was listening. Well, that's a pretty safe bet.
Considering the words I heard earlier this morning, November 25, 2002, from one of our Prominent Congressmen on National News, we will be at war within the week.
Ladies and Gentlemen, members of the Chamber of Commerce, here are my words of thought this month.
Ask most business owners how they market in the downtimes and their answer is short and succinct: they don't.
But while financial belt-tightening may be the order of the day during economic downturns, marketing shouldn't be one of the projects that are put off until ‘times get better.' By adopting guerrilla marketing tactics, you can keep your business name in the forefront without spending a small fortune.
When was the last time you solicited comments from your customers? If you haven't done it in the past six months, you're overdue. Develop a one-page self-mailer questionnaire with simple checkboxes and a few lines for additional comments.
Consider the following questions: What do you like most about our company? How can we improve our service to you? Are there additional products or services we could offer? Encourage responses by holding a drawing on a specified date and rewarding the winner with a company gift certificate or other awards. And always thank them for their input.
Press releases are an often-overlooked avenue to announce major business news: moving to a new location, adding a new product, signing a major client, or celebrating an anniversary. You can also write informational releases, giving your customers "news they can use." Think of the questions you answer on a daily basis or the tips you offer as a matter of course. These are the meat-and-potatoes of your message.
Economical and efficient, postcards are an excellent tool to get your company's news out in the marketplace. You can also use postcards to keep in touch with existing clients and new prospects. Quarterly "fun cards," listing upcoming unusual holidays or special events, will keep your company's name in the forefront while adding humor to the workday.
Undertake some joint marketing with a company whose products or services complement yours. A well-written advertisement or direct mail piece can promote both companies, and by combining your market base, you each get double exposure at half the cost.
While these strategies may take some time and money, you'll soon find out that the results are well worth the investment.
Respectfully Submitted,
Michael Collins President, Chamber of Commerce, 2001-2003
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