This post is sponsored by Staples Business Advantage®, the business-to-business division of Staples, Inc.
Marketing is essential for a small business since it enables every company to acquire and retain new customers. This is not just online or through email, but using print (business cards, forms and brochures) and promotional items with your logo.
Unfortunately, many small business owners are hesitant to make a marketing investment. They are not only worried if it will achieve the desired results, but if the project can be completed on time and within budget. While there is no way to forecast if a marketing initiative will bring in new customers, there are proactive steps that a company can take to eliminate much of the risk.
First, determine the goal, results and budget of the campaign. The next step is to choose a trusted partner to work with to execute the initiative. Use referrals and references as a starting point. Find a company that has an outstanding reputation for their work. It is critical to hire a printing expert like Staples that can live up to your brand standards since each time a customer interacts with your company, your reputation is at stake. Delivering the right message to your customers offline and online is critical to building a successful company. Only use partners that will obsess over every detail. This starts by reviewing past projects they have done that are similar in scope and outcome. The partner should offer industry expertise, high quality and a good value proposition. Ensure they actually have the resources to get the project done within the desired time frame. Get multiple points of contact to foster effective communication and account management throughout the project.
The scope of projects often change. This is a common occurrence since once things start, peoples’ ideas of how they should be accomplished shifts. Focus on finding a printing expert that can maximize your brand’s value through customization of your marketing material and make it look professional in a cost-effective way. Remember, different marketing techniques may be needed for a variety of targets. For example, postcards may be an effective introduction to get a prospect’s attention, and brochures can be used as collateral when making sales calls. Promotional products like filtered water bottles can be leveraged as a reinforcing reward for the best customers.
If things shift in the marketing project, determine how these adjustments will be documented in writing. Changes made through verbal conversations leave things open for misinterpretation. This should include how it will affect the completion date, the cost and the desired outcome.
Remember that different marketing initiatives need to be tested multiple times before a successful outcome is achieved, and choosing a qualified partner is critical to the process.
How do you manage effective marketing projects?
Staples Business Advantage is the business-to-business division of Staples, Inc., which helps customers achieve greater cost savings on products and services like office supplies, technology, printing, promotional products, furniture and facility supplies –– all from one convenient place. With customized account support and best-in-class customer service, Staples Business Advantage serves organizations that range from 10 employees up to the Fortune 100. Learn more at StaplesAdvantage.com.
