Word of Mouth – October 27, 2011 – Part II: Guest Blogger Sharon Wolf

October 27, 2011 at 6:00 am | Posted in Blog | Leave a comment
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Hamptons Creative Group - Word of Mouth Blog

Word of Mouth – October 27, 2011

Part II: Guest Blogger Sharon Wolf

 

Last month, guest blogger Sharon Wolf, Managing Director of QualiData Research, Inc., started sharing valuable advice we knew would take two posts to cover! Read Part I here.

Here’s Part Two of her generous contribution.


Seven Tips for Marketing on a Shoestring Budget – Part II
 

4. Join association committees and become part of your industry’s leadership. Being an attendee at conferences and seminars is important for networking and professional development, but brand-building for your company typically happens more intensely at the leadership level.

5. Set aside some time each week to touch base via email or phone with your most valued customers and high potential prospects with the goal of reinforcing a trusting and congenial relationship. For service providers such as attorneys, consultants or medical practices, establishing and maintaining trusting relationships with clients and prospects is critical because customers of services buy largely on the basis of trust with the service provider.

6. Categorize your clients and prospects by strength of relationship with your company. Focus your follow-up efforts among those with the most potential.

7. Step back every six months or so and evaluate the results of your marketing activities. Eliminate the tactics that failed to produce any new business. Moving forward, focus on those brand-building and marketing activities that yielded the best results.

Go for it!
Shoestring marketing can be as effective as more elaborate and expensive advertising and marketing communications campaigns – as long as you are in control of your company’s brand image and are willing and able to invest the time and effort to continually reach out to your customers and prospects.


Sharon Wolf, M.A., M.S. is a brand and product innovation consultant at QualiData Research Inc., a consultancy that provides growing companies with business-building advice grounded in marketing research findings. Sharon and her partner, Hy Mariampolski, Ph.D., operate QualiData from East Hampton, San Francisco and Park Slope. QualiData and Hamptons Creative Group often collaborate on behalf of mutual clients.

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