Know-How Exchange : Advertising/PR

Unfortunately, there's no free lunch. You will have to pay to reach your target audience, and the bigger the audience, the more it's going to cost.

My suggestion would be to start locally so you can actually make follow-up phone calls or visits, if necessary, until you know what works and what doesn't. At least that way you have a better shot at converting hot leads into customers.

Now, how to reach the local audience. I'd go for hardcopy direct mail ... perhaps a simple brochure and a short cover letter. Like so many other forms of advertising, the message and the presentation are everything. Sure, you need a good list, but the copy is what's going to make the difference between a poor response and a great one. Spend your time and money on the copy (including both copy-copy and copy-artwork).

We recently finished a project for someone in a service business (a little like yours), and by naming the company cleverly, creating a tagline that punctuated the key promise, and designing a logo that visually made the point (again), we set the stage for a great mailing. The brochure and website really will communicate the key benefit to virtually everyone who sees it.

That's the goal. Start locally and small. Then, as you see what works and what doesn't, you can expand using the stuff that works.

Also, don't forget that some good local publicity is a nice way to make the point to your target audience, and a good PR person will deliver results that should far outweigh his/her fee. It will help you jump-start the marketing program and set the stage for your direct mail piece.

Good luck. Let us know how it goes. BTW, what country/state/province? US-based?

mgoodman - she's located in the USA in Maryland, per her phone number from her web site.

Angie - if it were my business, and if I were targeting owners of small businesses, I would focus on networking as one of my top business development tools. Based on your business and organizational experience, can you put together some sort of a helpful presentation, and speak at local business meetings?

If you plan to target larger companies, I think you will have to get more specific about just what you'll do. For example, I'm sure many marketing departments need help with meeting planning, events, etc.

Good luck from a fellow entrepreneur from Maryland.

Angie,
You're obviously going to be able to handle just about anyone who comes along, but you're just one person. Have you thought about the maximum number of people you can support on your own? You might have to consider it based on the TYPE of work you'd do for each.

In terms of advertising, you'll never run out of places to spend money if you want to reach everyone. Instead of mass marketing you may want to target specific individuals, e.g., VP of business development..with a very personalized marketing campaign. Even on a budget you can "call-mail-call" your way to several of these customers and that will give you a strong base.

VA's have tremendous influence and one thing you may want to address is your ability to connected your customers. At the same time it's important that you let them know that their information remains confidential.

Good luck!

Michael

Hi Angie,

Obviously many good suggestions above.

Start small and local, over-deliver and throw in a couple of unexpected services at no-charge to your most influential customers. You want their testimonials and referrals.

You need to always be asking your customers for referrals and things will fall into place. It will take twice as long as think, but it will be worth it because along the way you will find out what works and what doesn't - where you really should be putting your time because it is the most profitable and adds the most value.

To get your foot in the door you might have to offer a better deal than you would like, but if the long-term value of the customer justifies it, it is well worth it.

The real value here is in referrals because that is the best and most cost-effective way to grow.

Good luck, let us know how it goes.

Angie, you've been given some good ideas, but your request states that you’ll do whatever is necessary to get the word out to the RIGHT people. While all the ideas are meaningful, they assume you know who “the right people” are.

Do you?

Here are a few things to consider:

First who REALLY is your target market – and who is NOT? Knowing who you are NOT going to target is just as important as who you WILL target.

Sure, every SBO (small business owner) needs administrative help. But everyone isn’t your audience. When you target EVERYONE, you’re not targeting the RIGHT ones.

So… who is it that REALLY needs your services? Let look at that:
* Small business owners are a target, yes, but what kind type, size, industry, even age would be most interested? Small business owners can be segmented in a number of ways – so think about WHO most needs your help and WHAT do they need. I suggest it’s not dry cleaners or other retail-oriented SBOs. And if the specialty is too intense (like a financial advisor or insurance agent) they’ll probably resort to hiring someone they can fully train. See where I’m going? You can already narrow your potential contact list and avoid wasting dollars by focusing on those who could really use your services.

* Independent consultants. As a two-person ‘partner” consulting firm, we have used a VA before. And consultants often travel. When they’re on a project, there’s no one in the office. Mailings don’t go out, documents don’t get copied, presentations don’t get prepped, etc. Also, some consultants (like us) need on-site assistance. For example, we use a VA to take electronic notes during facilitated meetings. WOW! What a time saver for us – well worth every penny!

* Large corporations? Maybe. Are they worth the effort?

* My biggest suggestion? Focus on a specialty niche. Lawyers, oil and gas, accountants, manufacturers, real estate – get narrower, not broader. Consider being a specialist VA. Think it through – you’ll also stand out from the competition.

Next, what are your specific services to each segment you select? Can you define the services most needed by a consultant vs. a lawyer, vs. a landscaping service? I guarantee you their needs vary per occupation.

If you can determine your niche, research your market. Start by asking people you know and find out “if, how, when, why and for what” they would use a VA. This information will be invaluable in further refining your segments, and in pinpointing the real benefits…

Finally, think about the BENEFITS – that’s what you’re REALLY marketing. It’s not assistant services, it’s peace of mind. It’s not well-formatted documents, its making them look good. It not just saving them time, its GIVING them the time to win more business and do the things they enjoy instead of administration and logistics.

The truth is Angie, only you can identify the answers (well, a marketing consultant could, but that’s another email!) because they are intrinsic to that business plan you talked about. THEN and only then should you embark on a marketing campaign – a campaign that is not a lot of promotions components tacked together, but a focused strategy that used marketing tools to enhance it.

Here’s what I mean:

For a professional services organization like yours, I suggest that your efforts should center on networking and meeting people. Everything else should be built to enhance or support this primary lead and relationship-building effort.

* Go to association meetings, MIT forums, conferences, chambers of commerce, and other places where your target market is.

* Talk to them about their business. Ask good questions that uncover problems directly related to your solution.

* Have your pitch down (“I help (small business owners) …. Tell me ….”). Have a story to tell about a client with problems and how you and your services were the solution.

* Get their business card – this is MUCH more important than handing out yours! Why? Because you will actually contact them while they won't. Do so within 48 hours via email or letter and make an impression.

* Participate – a BIG part of networking! Do not fail to join an organization and a specific committee where you can add value, meet potential contacts and referrals, and showcase your professionalism first hand. You’ll get to know people and your work ethic. This works – I know from experience the power of this. But you MUST work it (that's why they call it netWORKing!). Go places every single week and get your face known!

All the other items everyone mentioned are reasonable – some REALLY good, and some free! But nothing beats, personal contact – getting out there, being seen everywhere your target market is. That way, too, you get to practice your pitch even while meeting people. But more important, they get to SEE you, put a face to a solution, and watch you add value as you join in. Then they’ll remember you and seek you out. And that’s what you want.

Angie, we’ve done it all. My partner and I have done exactly what I’m suggesting. We worked hard, networked, and participated. It’s paid off – and we enhanced that primary networking effort with mailings, emails, a monthly newsletter to keep in touch, a great Web site, brochures, etc.

Again -- when you’re offering a professional service as you are, nothing beats face-to-face, see-who-I-am, make-an-impression encounters. Everything else you do promotions-wise should enhances your personal networking effort. Remember, marketing is about a strategy – not discreet, disconnected tools. Make it work for you.

Good luck!