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December 2005

Question

I have followed some of your marketing advice and now have a list of almost 5,000 organizations that are in my area of expertise. Now, how can I identify the best prospects?

Answer

There is no perfect way to rank-order 5,000 prospects that may need your consulting service. But there are some criteria you might consider.
  • Rank-order by size of organization and determine whether the larger, smaller or mid-size organizations would most benefit from your services.
  • Rank-order by geography and determine whether proximity is important to you or them, and then whether your field might present a geographical bias for some reason.
  • Watch the classifieds in your trade and professional journals and identify those who are hiring (expanding) and therefore more likely to spend money on consulting services, possibly vs. hiring.
  • If there are public companies in your field, watch the stock prices/performance/analyses.
  • Consider sending out an inquiry-generating letter to some to help these prospects identify themselves.

And finally, which companies do YOU want to do business with? Make them a priority. If you have fire in your belly about some companies over others, your potential clients will be able to tell.

Question

Each year, our company reviews our Marketing Plan. Before we begin 2006, I’d like to have a new marketing strategy in place. Is there a list of parameters that would help our focus?

Answer

Audrey Eliss of Mosaic Marketing on the Bay suggests to review your marketing strategy and tactics to ensure you are doing right things right. To help you formulate your 2006 Marketing Resolutions, here are some questions to ask yourself:
  • Do we have a marketing strategy and plan for 2006? Are we using our limited dollars to maximize results?
  • Are marketing campaigns and tactics memorable? Do we try new things and take calculated risks?
  • Did we deliver on all our promises in 2005? Did we create customer loyalty?
  • Are we asking for references and referrals from customers?
  • Do customers have the same image of the business as we have?
  • Do customers and prospects understand what makes us different from others providing similar products and services?
  • Does the Unique Selling Proposition (USP) preferentially differentiate us?
  • Are we targeting the right people at the right time with the right message using the right medium?
  • Do we understand the “psychographics” of existing customers and using it to develop new business?
  • Are we maximizing brand identity? Does the brand send the right message?
  • Are we staying in touch with customers on a regular basis and providing value in our communications?
  • Are we using electronic marketing and our web site effectively?
  • Are we waiting for the right time to start marketing or are we defying conventional wisdom?
  • Do we understand the competition and how they position against us?
  • Are we capitalizing on various marketing tactics: networking, public relations, print, direct mail, e marketing, events and tradeshows, advertising, customer contact?

Audrey’s 3 Keys to Marketing Success. . . make it:

  1. Targeted: know your audience
  2. Measurable: know your impact
  3. Actionable: know your next move

Want to reach Audrey to discuss marketing further? Contact her at ae@mosaicmktgbay.com or check her web site at http://www.mosaicmktgbay.com/

Audrey Ellison
Mosaic Marketing on the Bay
2 Adalia Ave, Suite 402
Tampa, Florida33605
813/250-0278

Question

What are some ways for me to begin thinking about the marketing message I want to send to my clients? How did you start?

Answer

When I started my business I knew that I wanted to send a professional, yet quiet message. I did not want to yell; I wanted to prove myself with action. I wanted to be so good that my clients would market for me.  Not only were my messages “soft spoken” through results, but also I chose to use all lower case letters for my name and my business cards were printed gray on gray. Beyond that I tried a number of techniques to identify the specific words to use. Try this right-brained activity. Ask yourself some of these questions to get the right words flowing.

1. Who will write me a thank-you letter and what will they say? This will help you shape a clear picture of your clients and their most current needs.

2. What do I offer that is unique?

3.What do my end-users really want or need? To whom do I need to talk to so I can fully meet their needs?

4.What underserved clients I can reach? Many consultants ignore the small mom and pop businesses. Is this a new niche for you?

5. What will you specialize in five years from now?

6. What’s the biggest, most creative idea you want to explore in the future?

7. In what direction do your clients seem to be going? How can you lead them there?

8. What will build immediate and long-term prosperity for your clients?

9. What will yield the greatest roe (return on energy) for you?

10. What legacy do I want to leave?

Try one of these approaches to creatively find the right message for your expertise.