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A successful marketing plan doesn’t have to include an athletic superstar, prime-time placement, state-of-the-art computer graphics or a massive budget. Being resourceful and smart can be just as effective.

Business promotion doesn’t have to cost a fortune. Often, it’s the personal touch that seals the deal. Here are ideas gathered from marketing experts to help you make the most of a slim marketing budget:

Use Press Release Power
You might not realize it, but reporters sometimes need you as much as you need them. The key to getting their attention is coming up with a newsworthy item that is concisely written.
* Peg your release to real events, such as fundraising drives or a new service your business offers. Don’t be witty to amuse yourself the idea must have a concrete purpose.
* If you can’t figure out why your company might be newsworthy, ask your friends what they find interesting about your company.
* You can also utilize your built-in research tool your customers. If you have an offbeat idea, bounce it off them or have them fill out a short questionnaire. Ask them why they use your business.

Think Differently
Concoct an event to draw media coverage. For instance, a Japanese restaurant could create the world’s largest sushi roll and advertise its record-breaking “sushi queue.”

Put A Face On It
Placing your photograph on your business card creates a personal relationship, even if they don’t know you. Not only will people remember your name, they’ll remember your face.

Print The Praise
If someone says, “You do a great job,” say, “Thanks, very much, that means an awful lot to me. I would appreciate it if you would write a testimonial letter.” Then make the testimonial part of your promotional package.

Borrow A Message
When you see an article on a subject that might interest your clients, send them a photocopy with a note that says, “I thought you might be interested in this.” You’re making a personal connection with a client and associating yourself with the authority quoted in the article in the process.

When it comes to promoting a business, advertising is the first thing that most people think of. Everyone sees advertisements on television, or they hear them on the radio, but this is just one part of the promotional element. Advertising presents a bit of a problem to most businesses, because their competition is also advertising through the same channels, which sort of dilutes the importance of the message. In addition, typical advertising is really not very personal, and most customers want to feel like they are buying a product or service from a best friend. However, there is one solution that businesses can use to get ahead of their competition, and that would be to giveaway custom mugs. Now, businesses need to understand that there are several factors to consider when choosing the proper style and design of a mug, so that they can present the best image to the recipients.

Mug Style

Once you select the mug to be customised, it is important for the business to choose a style that is appealing. Everyone has seen those generic coffee mugs that are given away by nearly every business, and frankly they will be just one of many business promotion mugs in the cupboard collecting stains. If businesses are going to put the time and effort into presenting custom coffee mugs, they should select something that looks unique. There are several styles of custom mugs out there today, so every business will be able to find one that looks very appealing. One of the most effective mugs is the travel style. These will allow people to always have their favourite beverage with them, so they will never forget it at their house or office. Anyone who has read anything about marketing knows that a company is not successful if people are not using their product, so a mug left at home does not give the company any benefits.

Customisation

Once the company selects the style and material of the mug, they will need to figure out how they want to design the promotional item. Businesses will be able to engrave the mug with their name and company logo. However, it is important to select the mug colour that will do the best job of high-lighting the business’ name. Some businesses make the mistake of having their name and logo engraved in colours that their company does not use. Many people associate a business with the colour of their logo, so the business needs to design the mug with that in mind.

The world is full of scanners. Most people simply scan the page to see if anything piques their interest, rather than reading the ads, sales letters, or web copy. That’s why you should ensure that your copy is scanner friendly. That means placing headlines, subheads, and other devices throughout your copy that’s compelling enough to sell your customers on your business.

How can you turn the casual scanner into an active reader? More importantly, how can we turn a scanner into a buyer? First, ensure that your headlines can stand alone, without the support of other sentences. For most, that means getting rid of those one-word headlines. Headlines should include the benefit of your offering, evoke curiosity, or compel the scanner to read the main copy.

Don’t forget the subheads. They also should be compelling, preferably complementing the headline, giving enough power to nudge your reader from scanning to reading mode. Keep in mind good subheads support the main promise of your copy. If your headline, for example, promises to help your customers lose weight, your subheads could briefly explain that your product is clinically proven or has a secret ingredient. Subheads are also a great place to introduce your offers.

Another way to be a scanner’s friend is to use short paragraphs. Rule of thumb: Keep paragraphs between 3 to 5 sentences. If you must use a long sentence, place a short snappy paragraph after it.

This newsletter is full of opportunities staring you in the face. If you don’t believe
me, write and tell me so–and by doing that you’d be proving me right.

That would make you a proactive marketer: spotting a marketing opportunity in an
everyday activity.

For instance: Something most of us do every day is read the paper, and though they
may not seem like business issues at first glance, editorials or news items offer one
of those marketing opportunities. How does that merger, government legislation,
tax increase, tornado–or whatever–affect your business, your industry, your
clients? Take a position on the subject, and write a letter to the editor to tell them.
Include your company name in the body of the letter. Readers often give more
credence to opinions of business leaders, and it gets your name out there.

Act immediately. After reading the paper, set aside some time to respond. Then go
over your response carefully. (It’s easy to fire off a letter, but you might regret
sending something not fully thought out.)

Your letters may not be used every time, but when one is, it goes a long way to
building your image as an expert.

Another marketing opportunity arises when you see an article that might be of
interest to one of your clients. Clip and send it to them with a note. Even if they’ve
already seen it, your client will appreciate the gesture. It shows you take them and
their business seriously.