Of course, you will promote your business wherever and whenever
you reasonably can.
Networking and word-of-mouth recommendations are
extremely powerful generators of new business. They need to be encouraged
and complemented
by the promotion materials and the promotion programme. Networking can
be made systematic and measurable. It can/should also involve your respected
scientists and
technical professionals.
Telephone prospecting should directly involve your sales
people because of the customer understanding and contact management discipline
it develops.
Exhibitions may pay off if you can afford them over and
above the three essentials above - especially if you have something
really
new to show and you can use them to reinforce your professional networking.
Advertising seems to pay only if it is correctly placed,
is sustained and is supported by professional media planning and buying.
Trade directory listings are now web based. Getting listed
is activity which should be included in your web site promotion programme. |