Question

Topic: Advertising/PR

Help: Marketing For A New Business

Posted by Anonymous on 2/20/2006 at 10:50 PM ET 125 Points
Hi everyone,

I've just started a new technology consulting firm called, The Brumbelow Group. I am looking at establishing myself in our community as a service-oriented firm that stimulates small business growth by utilizing technology.

Here is the delima...

1. How do I communicate that in such a way that business owners understand what I do?
2. How do I begin to establish myself in the community? Where do I spend by dollars and get the best return? What do I need to do first to begin branding customers?

I have a logo and am finishing the website here: https://www.brumbelowgroup.com

Thanks so much for all your help!
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RESPONSES

  • Posted on 2/21/2006 at 2:26 AM Member
    The best way would be to contact directly with the small business owners and tell them about your firm. however if the community is large in number, then contact those firms which are in the developing process, by sampling. Advertisement is a must for marketing but i think direct marketing is more important as you need to know the entire firm for the optimum utilization of your services and the firms need some trust and security from your side so contact them directly would be most suitable according to me.
    As some firms will agree with you and use your service then word of mouth marketing would spread positively.
  • Posted on 2/21/2006 at 3:57 AM Member
    Look at your situation from a macro perspective. The Political and legal aspects of the industry, the economic and socio-economic trends that are taking place from a 'global' perspective (global meaning the tech/telecoms industry in general). The technologies you are using and services that you are providing and how quickly these paradigms are shifting.

    Then, when you get a better overall feel of what is happening in the industry you need to access: how 'big' is your community and is it going to be financially viable and sustainable. Have you put a marketing plan together for the next 2-3 years given the advances in technology that are taking place? You need to know that you are going to be able to grow this company and not in for a 'quick buck'. Have you checked out the competition? If your community is small and there are many small competitors around, you will have to assess their strategies and differentiate your company/products against the opposition. I mean, what is going to make you a better service provider than "Joe Bloggs"?

    Positioning your unique value position is so important. You need to communicate (website is excellent start) to your market. On the website get reference sites, testimonials etc. projects that will support and promote you as an excellent service provider.

    Stay in touch with other service providers in the area. It is important to know what they are doing. If there are quite a few, then saturation will eventually take place and there will be casualties. You need to be aware of what is happening in the marketplace from a growth, market share and size of market. Then continuous assessment should assist you in re-positioning when necessary. Never be complacent in a fast-growing and dynamic market - it may cost you dearly.

    Walter Donaldson
    Email address deleted by staff Please use Profile for this info


  • Posted by Frank Hurtte on 2/21/2006 at 7:10 AM Member
    The other answers were very well thought out and stated nicely. However, I feel you need to begin by networking. Somebody you know, knows someone who could be your first customer. Begin asking friends for suggestions. Also, ask the places where you currently do business for suggestions. Do you have a banker? They are very connected in nearly every community. Do you know somebody in Rotary Club? Ask to speak to their group. They are always looking for new speakers for their groups. You should begin measuring your success in number of people you are exposed to. Lastly, you should begin preparing articles and white papers for use as promotional tools.

    Frank Hurtte
  • Posted on 2/21/2006 at 1:51 PM Member
    I'll get the "me too" over in a Jiffy - responses already are fantastic. Especially Profit Diva, she is walking her talk ... she offered tons of value, and now (hopefully) you can't wait to hear the secrets she has been holding back. This should be the same with your potential clients.

    I think one of the keys to your dilemma is something you mentioned ... community. The size of your community, or the number of people in your city (since you appear to want to stay local) should help shape your overall strategy. If the community is smaller, then network like mad. Give presentations every opportunity. If you don't like that, find a Toastmasters and get over the fear. And network while you are there.

    If your community and size of potential markets is large, you will need to look into direct mail campaigns or other *targeted* communication vehicles (I say campaigns, because a single direct mailer will not yield great results, it is the repeated application of a campaign with a similar look, feel and communication of value proposition that will get their attention), with some kind of creative follow up ... using your new technologies in some way.

    Give to the community, and you will get from the community. Focus on charities and other activities that will allow you to meet many people. Business is about people!

    The last thing which has been indirectly covered by the others is that the value proposition you develop should have some idea as to how what you offer is a need for your client, not a want. For me in my own business, this is a biggie. Do they *need* a marketing consultant? C'mon, no. They'll plod away for a long time without me. But Sony makes a ton of money by creating heavy wants, not necessarily satisfying needs. What can you do to convince them (as Sony has convinced me I can't live without my MP3 player) that your services are essential?

    Show them that using the same marketing ideas as their competitors will get them the same mediocre results. Reduce their barriers to entry, and get some early adopters.

    Oh, and how do you get the business owners to understand what you do? Explain what you do to a 12 year old. If they don't get it, neither will your clients.

    Cheers!
  • Posted on 2/21/2006 at 2:55 PM Member
    I personally advise you to use direct mail. It's an ideal way to get new business and to announce your business. Beyond that, you need a new business announcement --- a press release.

    You want to get as much coverage as possible. You need to show how you are superior to any competition you may have but you also want to show what the benefits of doing business with you are. How you will make people money. How you can help them grow their business.

    Susanna K. Hutcheson
  • Posted by Peter (henna gaijin) on 2/21/2006 at 5:10 PM Member
    I have written some related to your question #2 on my Blog at https://expandabroad.blogspot.com/. In particular, you may want to take a look at the posts labelled "What B2B marketing activities to do first", "Other B2B marketing activities to do first", and "B2B activity *NOT* worth doing" (these can be reached from the Previous Post section on the right menu bar of the Blog).
  • Posted on 2/22/2006 at 4:25 AM Member
    Hi...

    The first step for your company is to do direct sales activity since you are into B2B market. If you were in B2C market you must identify easy distribution channel. Design and develop the site based on your target market. Highlight your USP, show how different you are from your competitor. Your website content should be very clear, specific and informative. Advertise in local newspaper, do direct mail campaigns, develop good relationship in vertical market, get referrals from friends and families, Speak directly to the client...
  • Posted by telemoxie on 2/22/2006 at 7:32 AM Member
    My suggestion would be to begin by networking, and to expand by direct marketing based on those successes.

    I believe the types of services are sold based on trust, and that is most easily communicated in person.

    I'm a professional cold caller, and I personally find it difficult to communicate the unique advantages of a computer service company by phone and mail. It is just a bit easier if you have relevant experience in their industry, or their technical environment. So, first go get some work and some successes. Determine which of these give you a leg up on your competition. Then, use direct mail, PR, even telemarketing to identify similar firms, and let them know you have specific and recent experience related to them. Good luck.

  • Posted on 2/23/2006 at 9:26 AM Accepted
    well, just read a few responses ... and WITH ALL DUE RESPECT TO EVERYONE IN COMMUNITY, I DO NOT SUBSCRIBE TO MOST.

    you have clearly indicated that u have ALREADY started the firm ... so doing BIG marketing research after starting the firm ... i feel, it is VERY difficult to be without customers after starting a biz, isnt it? ... so i think you are more interested in getting enough work instead of spending lot of time on BIG MR ISSUES, right?

    more importantly, i think that now u have spent a lot of money so with my suggestion (if it suits u) u can save money for traditional marketing (advertising, market research etc.

    I suggest the following steps -

    STEP 1 - just ask "what is ur forte in consultancy ... i mean it is obvious that given a choice u must be having some preferences to whom u'd like to give consultancy to ... that means there are n number of small business .. u certainly can not be a specialist to all ... so FIRST ask urself - "I am expert in which small business?" ...


    STEP 2 - getting the answer .. make a list of first three businesses that come to your mind


    STEP 3 - then think of top 10 - 15 of ur best-known people u know in this field, call them for a coffee at the best place which u can afford (since u know them most likely they will turn up)


    STEP - 4 - show them (in detail) what you have planned for & how can it be of any benefit to them



    STEP - 5 --- may b they will be convinced & may be not (it depends on ur product & presentation) let us prepare for the worst .... so even if they r not convinced they will giv u 2 very very important things -

    a) valuable advice for improvement (they have
    hands on experience, which u can use to improve
    (before meeting the unknown ruthless people of
    business) & become better prepared

    b) REFERENCES .... as these people MUST b having
    contact in their business circles ... this is the most
    important thing that these people can give you
    (except orders) .. which will become ur passport
    for getting entry into prospects' office.

    start working immediately --- on improvements suggested by those people ----- & on these prospects suggested by them




    believe me ... if ur concept is good enough .... mouth publicity will start happening automatically after this coffee .... THEN USE YOUR MONEY FOR TRADITIONAL MARKETING STUFF .... FOR THE FINAL PUNCH!!! ALL THE BEST.
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