Your Marketing Strategy for 2012: Invest in the Basics; Refine What You Have

You ever open your closet and think: oh, god, I hate ALL my clothes!

Yeah, me too.

Who among us couldn’t benefit from updating our look?  Or even a makeover?  You’d still be the same person inside, but the packaging.  Ah. Packaging is powerful.

Wait a minute, are we talking about clothes or marketing?  Well, maybe there are similarities.  Just like you need to have a fantastic “networking” outfit that makes you feel like you can do anything, you also need to have a website that reflects your success.

You need the basic pieces, but you also need accessories to bring life to those pieces and show your individuality.

Get the idea?  Same concepts apply to your business…or nonprofit.

These are the basics you need to have in your marketing closet.  Most clients I see who do not have all the basic elements they need in place.  That, or they could benefit from refining those vehicles.

We did a lot of “makeovers” in 2011 and expect to do even more in 2012, as clients resume their goals for positioning themselves competitively in the gradually improving economy.

Regardless of company size, most business owners and nonprofit managers should be considering an investment in most or all of these basic marketing elements…

  • A marketing audit and plan for your business ($1500).
  • A suite of professionally designed logos ($1500) in various sizes for your website, business card, letterhead, and for your business presence on social media sites such as Facebook, Twitter, YouTube, LinkedIn, and Yelp.
  • A public relations kit that includes executive bios, company fact sheet, and launch press release (starting at $500).
  • For proposals, mailings, and speaking engagements, you may also want to invest in a corporate brochure ($1500) and custom presentation folders ($350).
  • Professional headshots and corporate photography ($ call for estimate).  At the bare minimum, you will need professionally taken, recent photographs of the principal and top managers, as well as photographs of your company headquarters, signage, products, services in action, staff, and community participation.
  • A website that is searchable and easy to update ($850-$1200) that integrates social media features.
  • A branded YouTube Channel, and at least three videos ($2500 ) YouTube is the third most visited website on the Internet and there is no better way to tell your story than with video.
  • An email marketing plan and calendar of communications.  So important, and so easily neglected.  Email has been shown to be the most effective form of marketing there is.  If you have a B2C business (and even some B2B businesses),  it is not optional.
  • Some form of strategically scheduled direct mail outreach ($ call for estimates).

And here are some recommended accessories.  They’re not right for every single client, but for those who can pull it off, it can make those basics sing…

  • A blog ($850 for set-up and training)
  • Additional videos throughout the year ($750 to $1200 each)
  • Facebook Page ($300) – for some clients
  • Twitter Profile  ($300) – for most clients
  • Flickr Photo Sharing – for all clients

The service fees above are for fixed-fee projects are estimates only, based on 2011 published rates, and are subject to change in the new year.  Fees do not include affordable printing fees.

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About Mary Fletcher Jones

Mary Fletcher Jones is a public relations and marketing consultant, and owns Fletcher Prince (www.FletcherPrince.com). Follow Mary on Twitter @FletcherPrince.

Posted on December 22, 2011, in Marketing Tips, Nonprofit Marketing Tips, small business marketing tips and tagged , , , , , . Bookmark the permalink. Leave a comment.

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