Marketing is the first and foremost process any entrepreneur must manage. As you know, your marketing attracts prospects. Then you must close the sale, and deliver quality products and services. You can then use such references as testimonials to further your marketing efforts. So goes the cycle of business.
There are five types of collateral materials you can use with over 60 communication channels. For example, you can use e-mails to educate, position, and market your products and services through the Internet. Here are 10½ ways to grow your e-mail list for free (without spamming):
1. Customers: past, present, and future
2. Prospects: past & present
3. New contacts, professional & social
3½: Website opt-in box: Direct & Viral
4. Co-workers: past & present
5. Service providers & solicitors: professional & personal
6. Cooperative, reciprocal, and swap sends
7. Networking, professional, trade, civic, charity, and social groups: member
lists
8. Blogs & website forums
9. Inadvertent CC e-mail addresses
10. Neighbors, family, friends, & alumni: personal and professional
BONUS: 11. Buy opt-in lists.
How can you showcase your distinctive features and benefits? How can you leverage your “personal brand?” How can you identify the right target niche to “divide and conquer?”
How do you know if your marketing is working? How can you have your communication channels work together? How can you exploit trends to create buzz about your business?
I’ll answer such questions, and give you more answers at the Half Hollow Hills Community Library Marketing Excellence Seminar on January 23, 2007. I’ll show you all 60 communication channels and how to develop the right combination of collaterals for each.
When you register, please call (631) 421-4530, extension 378 and tell Rosemarie Jerome what kind of business you run (or would like to). It will help me tailor the workshop for you. By the way, our January 23rd evening together will be even more fun and productive with friends; please spread the word. I hope to meet you there!
Come to the library on January 23, 2007 for Vikram Rajan’s seminar on Marketing Excellence.
© 2006 Vikram Rajan is a counselor with his firm, CoGrow Communications. Vik’s business articles appear in over a dozen publications. He has been invited to speak on behalf of the U.S. Small Business Administration, Nassau Bar Association, Hispanic Chamber of Commerce. Vikram is on the Board of Directors for the Cross Island YMCA and co-chairs two committees for the Hauppauge Industrial Association. For more information on this article, e-mail Vik@CoGrow.com
Franchising is Booming
The International Franchise Association estimates there are 750,000 franchised
businesses in this country– 14% of all private
sector employment.
While restaurants and fast food chains continue to dominate, the service industry sector is now the fastest growing segment. Since 2003, service industry franchises have witnessed a 5% increase.
A closer look at the distribution of franchises by industry reveals–Franchise
systems reporting units during the period 2001-2005
Women Outpace Men in Starting a Business
Women-owned firms increased 20% between 1997 and 2002, while all U.S. firms grew by 10%, according to a report released in August 2006 by the U.S. Small Business Administration.
In 2002, women owned 6.5 million firms– 28% of all non-farm businesses in the U.S. Significant numbers of these businesses were in professional, scientific, and technical services, health care and social assistance.
New York women entrepreneurs ranked second in the nation, owning the second largest number of firms and generating more than $71 billion in sales.
Young Entrepreneurs
The U.S. Small Business Administration and Junior Achievement have launched a web site for teenage entrepreneurs, Mind Your Own Business. Here is helpful information for young entrepreneurs who want to start, run, or grow their business. Visit the site at www.mindyourownbiz.org.
Business Link on the Web
http://hhhl.suffolk.lib.ny.us/BusinessLink
Visit Business Link on the Half Hollow Hills’ Library home page. Locate websites of interest, local business organizations, upcoming business events, or access the library’s business databases.
If you have suggestions for future programs at the library, e-mail us at bizlink@suffolk.lib.ny.us
What’s New in Reference
Doing Business 2007
Bus Ref 658.848 DOI
This is a comparison of business regulations in 175 countries, published by the World Bank. Ten indicators are used to measure the ease, pitfalls, or obstacles encountered by businesses around the world. The indicators discussed include: starting a business, dealing with licenses, employing workers, registering properly, getting credit, protecting investors, paying taxes, wading across borders, enforcing contracts, and closing a business.
Asia’s 10,000 Largest Companies: Marketing and Financial Information
on Asia’s Top Companies
Bus Ref 338.7 ASI
Financial data on 10,000 of Asia’s largest companies includes sales, profit, assets, and number of employees. Also included are lists of Asia’s 500 most profitable companies, the 500 biggest money losers, and the 100 largest companies by industry sector. Industries covered include: banks, pharmaceuticals, communications, insurance, electronics, and business services to name a few. An alphabetical company list includes address, telephone, and fax numbers.
Mancuso, Anthony
The Corporate Records Handbook: Meetings, Minutes & Resolutions
Bus Ref 346.730664 MAN
Complying with all legal requirements can be daunting. Here in one volume are all the forms you will ever need with detailed explanations in plain English.
Upcoming Events & Programs
January 23
7-9 pm
Marketing Excellence Seminar
Registration required. Please call (631) 421-4530, extension 378.
Websites of Interest
The Federal Marketplace
www.fedmarket.com
An Internet gateway providing assistance in marketing and selling products and services to the federal government as well as state and local governments, international governments and organizations.
Business Finance
www.businessfinance.com
Search the criteria of over 4,000 sources for business loans, venture capital, equipment leasing and commercial real estate financing.
Business Owners’ Idea Cafe
www.businessownersideacafe.com
A fun approach to serious business. This gathering place of success tips for entrepreneurs by entrepreneurs covers topics from finance to naming your business. Network in the Cyber Schmooz lounge where folks discuss business volunteer opportunities, weird tax deductions and the first year in business.
Business Town
www.businesstown.com
This large business information site has sections on managing a business, home businesses, Internet businesses, accounting, selling a business and more.
Home Business Magazine
www.homebusinessmag.com
Advice and ideas on business startup, management, marketing and sales.
Small Business Notes
www.smallbusinessnotes.com
Find articles on starting or buying your first business as well as planning, management and legal issues.
New to the Collection
Marketing
Brown, Bruce Cameron
How to Use the Internet to Advertise, Promote and Market Your Business or
Web Site-- With Little or No Money
658.872 BRO
Marketing Planning Guide
658.802 MAR
Meisner, Chet
The Complete Guide to Direct Marketing: Creating Breakthrough Programs That
Really Work
658.872 MEI
Murray, Chris
The Marketing Gurus: Lessons from the Best Marketing Books of All Times
658.8 MUR
Peters, Paula
The Ultimate Marketing Toolkit: Ads That Attract Customers, Brochures That
Create Buzz, Web Sites That Wow
658.82 PET
Stroud, Dick
The 50-Plus Market: Why the Future is Age Neutral When it Comes to Marketing
& Branding Strategies
658.8348 STR
Wibbels, Andy
Blogwild!: A Guide for Small Business Blogging
658.872 WIB
Customer Service
Levesque, Paul
Customer Service from the Inside Out Made Easy
658.812 LEV
Miglani, Bob
Treat Your Customers: Thirty Lessons on Service and Sales That I Learned
at My Family’s Dairy Queen Store
658.812 MIG
Smith, Jaynie L.
Creating Competitive Advantage: Give Customers a Reason to Choose You Over
Your Competitors
658.8 SMI
Up Close & Personal?: Customer Relationship Marketing @ Work
658.812 UP
Find Your Niche
Dismore, H.
Start Your Restaurant Career
647.95068 DIS
Lynn, Jacquelyn
Start Your Own Senior Services Business: Your Step-by Step Guide to Success
658.041 LYN
McGrath, Skip
How to Start and Run an eBay Consignment Business
381.177 MCG
Moran, Jill S.
How to Start a Home-Based Event Planning Business
394.2068 MOR
Pankratz, Nicole
Start and Run an ESL Teaching Business
658.041 PAN
Peake, Jacquelyn
How to Start a Home-Based Antiques Business
745.1068 PEA
Salzberg, Kathy
How to Start a Home-Based Pet Care Business
658.041 SAL
Steelsmith, Shari
How to Start a Home-Based Day-Care Business
362.712 STE
Business Writing
Foster, John
Effective Writing Skills for Public Relations
808.066 FOS
Kennedy, Dan S.
The Ultimate Sales Letter: Attract New Customers, Boost Your Sales
658.81 KEN
Lindsell-Roberts, Sheryl
135 Tips for Writing Successful Business Documents
808.0666 LIN
O’Quinn, Ken
Perfect Phrases for Business Letters: Hundreds of Ready-to-Use Phrases for
Writing Effective Business Letters, Memos, E-mail, and More
651.75 OQU
Half Hollow Hills Community Library
Dix Hills Building
55 Vanderbilt Parkway
Dix Hills, NY 11746
(631) 421-4530
Melville Building
510 Sweet Hollow Road
Melville, NY 11747
(631) 421-4535
Compiled by Eileen Effrat and Rosemarie Jerome
Reference Department
December 2006
Half Hollow Hills Community Library
Dix Hills Building
55 Vanderbilt ParkwayDix Hills, NY 11746 (631) 421-4530
Melville Building
510 Sweet Hollow RoadMelville, NY 11747 (631) 421-4535
http://hhhl.suffolk.lib.ny.us
Compiled by Eileen Effrat and Rosemarie Jerome
Reference Department
First printing 200October 2006