Be resourceful

Often the best marketing vehicles are not the most obvious or the most expensive. A large ad in a specialty publication may prove far more effective and less expensive than a small one in a general newspaper.

A well-stocked public library can be an excellent source of marketing information. In particular, you may want to consult the Standard Rate and Data Service to find names and prices of specialty and general publications.

To find information on trade shows, refer the Trade Shows and Directory. Trade Show to books, such as Professional Exhibits and Exhibit Schedule; or Trade Show Week Data Book.

If you are marketing to businesses, identify potential customers for direct mail or telemarketing efforts through the Thomas Register, an invaluable source similar to a giant, national Yellow Pages directory.

Some of the marketing vehicles you may choose include:

Brochures. Leaflets, flyers, or other descriptive circulars; these are particularly useful for service businesses.

Print media. Newspapers, magazines, and specialty publications.

Broadcast media. Radio can be targeted to specific markets; television can be expensive, especially on network stations.

Advertising Specialties. Items imprinted with the company name given to customers, e.g., calendars, caps, desk sets, and gifts.

Direct Mail. Flyers, catalogues, brochures, and coupons.

Public Relations. Free feature and news articles in the media and other publicity, usually secured by public relations specialists.

Sampling. Distribution of free product samples, or coupons entitling recipients to free or discounted samples of your product or service.

Informal Marketing/Networking. Activities such as joining organizations, public speaking, or attending conferences.

АДІ ДВЗН «ДонНТУ»