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Marketing To HR (March 12, 2004) - We are unabashed fans of the services provided by HRMarketer. Today's article is a piece by their president, Mark Willaman. Sergio Zyman, former chief marketing officer at the Coca-Cola Company, once said the purpose of marketing is to sell more of your product [or service] to more people. You cannot argue with Mr. Zyman. Regardless of what you sell or to whom you are selling, you have no business if you don't make sales. And without good marketing, you cannot have sustainable sales. The two disciplines go hand in hand and it all starts with marketing. Too many business people, especially small businesses, ignore basic principles of marketing. They view marketing as an unaffordable luxury - something that when there are a few extra dollars lying around, they spend on sporadic marketing communications and tactics that are often inconsistent and ineffective. Whether you work for a large multinational employee benefits firm or you are an independent recruiter, the principles of marketing are the same. What is different are the complexities of your campaigns and the resources available for these campaigns. And while there is some truth to the saying "you have to spend money to make money", you'll be happy to hear that it doesn't necessarily have to be a lot of money. What is important is that you (a) allocate some funds for marketing and (b) take the time to develop a well thought out tactical marketing plan. Before embarking on the creation of a tactical marketing plan you'll need a corporate identity and a clearly stated value proposition. Your Corporate Identity and Value Proposition - The Precursor To Any Effective Marketing Initiative When determining your value proposition and positioning strategy consider:
It may also help to perform an industry structure analysis or SWOT analysis. And remember, your value proposition may slightly change for each buying group. For example, the value propositions for selling to a distributor (i.e., employee benefit broker) may be slightly different than the value proposition for a direct sale to a human resource professional. Marketing Communications - The Basics 1. Marketing web site The first impression a potential customer has of your company is often formed after viewing your company's web site. At a minimum, your web site should be easy to navigate, clearly state your value proposition, provide information on your products and services and provide your contact information - including a phone number! Other things to consider are an eNewsleter (great way to collect emails of potential sales leads), downloadable sales brochures and useful information (industry statistics, articles, etc.) that improves the chances of your site showing up in search results. And keep the site current. For example, if the last press release your company released was in 1998, it's probably not a good idea to list "press releases" on your web site. 2. Marketing collateral (i.e., brochure) You'll need an eye-catching brochure that differentiates and effectively communicates your company and the value proposition of your products and services. Consider developing a brochure that can also be used as a self mailer for your direct marketing campaigns. This will reduce the need for envelopes and cut your distribution costs considerably. 3. Company Stationery Your company's stationary will leave a lasting impression with contacts, prospects and customers. Your stationary should have a consistent look and reinforce your company's value proposition. You may even consider listing your products and services on your letterhead. 4. Proposal Whether sent to a prospect in print or via email in PDF format, a well-written proposal can be a very effective sales tool. And even if a prospect requests a print proposal, always send an electronic version - they are easier to share with co-workers and peers, thus increasing the chances of multiple parties seeing it. 5. PowerPoint Presentation In addition to your face-to-face sales presentations, a well-designed PowerPoint presentation is an effective presentation tool for online presentations (i.e., using services like www.placeware.com) and can be integrated into your web site as an additional communication tool. Developing a Tactical Marketing Plan The first step is to identify all your potential customer "contact points". In other words, what are the opportunities to get your message in front of your prospects? Virtually all your possible customer contact points will originate from one of three sources: (1) publications (what your prospects read), (2) conferences and tradeshows (where your prospects go) and (3) professional membership associations (what your prospects belong to). 1. Publications 2. Conferences and Tradeshows 3. Professional Membership Associations Now that you have identified your potential customer contact points, it's time to build a twelve-month tactical marketing plan. At a minimum, consider the following marketing tactics over a one-year period: Press Releases Direct Marketing Campaigns Advertising Tradeshow Attendance Speaking opportunities Conclusion Locating all the industry publications, conferences and tradeshows and then identifying and maintaining key editor lists, editorial calendars, advertising rates, bylined article opportunities, list rental policies and fees, exhibiting costs, speaking opportunities, etc. is a time consuming task but critical. If you are fortunate to have a pr firm under retainer, they will do most of this for you. If not, there are services available to help you. One is HR Marketer (www.hrmarketer.com), a web-based marketing and pr service for companies who sell to hr professionals. And finally, it's all about execution. Once your tactical marketing plan is developed, put your tactics on a calendar and execute, execute and execute. The leads, and business, will follow. Thanks, Mark. John Sumser Introducing Yahoo! HotJobs Express Job Packs The easiest way to buy job postings online. Yahoo! HotJobs introduces self-service job postings. Put your jobs online in minutes and leverage the reach of the Yahoo! network, the No. 1 Internet brand worldwide.
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