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New Media Company Looking For Marketing Tips
Posted By: prodguru* on 9/14/2004 4:42 PM (CST) 250 Points
I recently (February 2004) started a new media company and, although I have no complaints right now, I'm looking for ways to ensure visibility throught the next few years. I have some bright ideas of my own but I've always found other people's insights to be extremely helpful and useful.

I'm trying to develop a clear cut strategy for the next 3-5 years and due to my lack of marketing experience (not lack of education) I could really use some good advice.

Thanks in advance.

Posted by: NuCoPro Accepted Answer
9/14/2004 4:51 PM (CST)
It would help if you could complete your KHE profile so we know more about you, and a link to your web site would be much appreciated.

You'll find us ready, willing and able to help - when we have enough information to start with. :)
 
Posted by: vigorgraphics* Accepted Answer
9/14/2004 4:57 PM (CST)
Keep your clients happy with constant promotions and thank yous. Keep your name in front of your potential, current and past clients to keep a buzz going about your business. These are just some basics. Contact me if you need more help.
 
Posted by: W.M.M.A. Accepted Answer
9/14/2004 5:07 PM (CST)
Welcome to KHE. As Mr. Rosensteel suggested, your profile information would be very helpful. I would like to know the "type" of media company you have formed. Are you researching and/or buying media? Do you act as an advertising agency? What type of budgetary restraints do you have to maintain your visibility? Is there a specific vertical scope you work within?

Thanks for any help.
Randall
WMMA
 
Posted by: Jett* Accepted Answer
9/14/2004 5:09 PM (CST)
Although more information would be helpful, it is unlikely you will receive enough comprehensive information valid enough to apply to a 3-5 year plan.

Having that been said, I suggest you to consider hiring an outside marketing team to provide a more thorough evaluation, recommendations, startegies and planning specific to your company's needs. This will allow you to focus on what you do best.

We would be more than happy to discuss possible service programs. Please feel free to contact me via email anytime (just click on my name).

Here are some helpful links:

www.promomagazine.com

www.reachcc.com

www.mathmarketing.com

http://searchengineformarketers.com

www.CRMguru.com

Thank You and Good Luck!
 
Posted by: SRyan ;] Accepted Answer
9/14/2004 8:57 PM (CST)
Another thing that always helps you get better responses here: Tell us what you're already doing. You said, "I have some bright ideas of my own..."

Like what?

Don't wait too long to post your comments, because once your question gets older than a couple of days, people tend to ignore it. There's a LOT of traffic on this forum!

- Shelley
 
Posted by: mgoodman Accepted Answer
9/14/2004 10:07 PM (CST)
I've found that one of the best new business development techniques is really deep-diving a prospective client and his/her/its needs, values, competitive set, key issues, strengths/weaknesses, etc.

This lets you go to them with a proposal that is a real rifle shot instead of a shotgun approach. You go to them KNOWING what they need and want, and you're able to talk to them about a specific solution to their biggest problem. That's pretty hard to ignore for the client, as you can imagine.

If you want to read more about this approach, get a copy of "Rasputin For Hire." (www.rasputinforhire.com)
 
Posted by: telemoxie Accepted Answer
9/15/2004 12:10 AM (CST)
What a refreshing comment - someone who is actually looking a few years down the road. I'd like to throw my hat in the ring along with Jett and Randall - my personal specialty is spending an hour a day for each client on long-term marketing programs, generating and cultivating leads so you can spend your time focusing on your customers...

... and so you can spend your marketing time doing as mgoodman suggests, really getting to know your prospects, and preparing proposals which are hard to ignore. See my profile for more info.
 
Posted by: thinkmor Accepted Answer
9/16/2004 7:04 AM (CST)
Hi Prodguru

Driving future change in any business is based on:

Your Customer Needs
Channels
Competition
Costs
Technology
Regulation

Adding to what Mgoodman mentioned, you need a real perspective from past based on your superior and deep understanding. You need to consider how the above drivers will change in the future, develop 'what if' scenarios for future probabilities, lots of imagination to change the goal posts and challenge todays selling formats(e.g. Dell with online sales), prices, performance assumptions for your business into the future.

Good luck!

Zahid Adil
 
Posted by: Jett* Member Response
9/16/2004 9:17 AM (CST)
Well, like Shelley said, we can only wait so long before we move on.

Good Luck!
 
Posted by: Wiglaf Accepted Answer
9/28/2004 11:30 AM (CST)
Initially, I would focus on public relations activities and try to create a story, mystic, or general understanding of what you do and why it is so cool. This may initiate a buzz about your company sufficient for the initial market penetration. Then, one or two years later, I would shift your marketing strategy from PR towards advertising.

This basic approach has been written about by Ries & Ries, and formed the successful expansion strategy of Krispy Kreme. However, all buzz eventually becomes common knowledge. When this occurs, you have to shift to standard advertising.

But, if you want a more common B2B strategy, start with direct mail and direct telemarketing that leads to customer meetings, then move towards advertising, tradeshows, and the like.

Good luck.
 
Posted by: jose04 Accepted Answer
10/2/2004 3:21 PM (CST)
Hello Prodguru

Visibility for a new media company will be achieved through creative reinterpretations of the past and speed. This promotes customer satisfaction always.

To be one up on competition, knowledge (about markets, customer's tendencies, price differences etc) repertorisation efforts will always be handy.

I'm just thinkin loud now...

Your creative strategy should always keep a lookout for new and underrated medias. In India and maybe in many of the Asian markets, the buffalo backs are a wasted and empty media. People often see them at the eye level, when taking a crowded bus travel. That way any empty space, like the plain white T-shirt backs, empty walls, the sky et.al. could be your choices. Using unconventional medias gets you to be noticed, and while basking in the enhanced market attention, you get your clients for the conventional medias too.

Hope these thoughts help!!
 
Posted by: eugene Accepted Answer
10/6/2004 11:19 PM (CST)
Hi prodguru,

You mentioned that you are looking for ways to ensure visibility throughout the next few years.

Perhaps you should also think about your distribution channels.

Maybe start an e-newsletter or something in hard copy and send it to your clients, potential clients etc...talk about things that would interest them, related to what you're doing (talk about your company at the end of the article). It need not be about your solution to them but rather in general so as not to scare them away.

Get some survey done and send them the results.

After a few articles and if they've chosen not to opt out from your mailing list, you'll probably have a good chance of penetrating the company.

Good luck.


Cheers.
 
Posted by: Val (Moderator)* Moderator Response
10/7/2004 12:03 AM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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