Courting Your Customer Through Your Marketing Mix
Part III – PROMOTION

You have your eye on a potential mate. You know there is competition out there. You know that you are a wonderful person with much to offer. It should be obvious to any potential dating partner that you are a far better choice than the run of the mill average Joe out there. Right?

There is only one problem. How is your potential mate going to know how magnificent you are? Better yet, how are they even going to know you are alive?

In some way shape or form, you are going to have to grab their attention and let them see the amazing qualities that you have to offer them.

Just like this example of courting a potential mate, your potential customers may not even know you exist at this point in time. It is very likely they don’t, and never will, unless you take some action to get going and let them know about you, what you have to offer, and where they can find you!

What is it you want to let them know about you anyway? Let’s face it. Your potential customers aren’t holding their breath just waiting to see what they can do for you. In fact they are thinking of themselves and what they want. It may seem to be a harsh reality but nonetheless, it is time to recognize and deal with the fact that they are in it for themselves.

You are going to have to show them what you are all about, and those things that set you apart. You are going to have to show them how your business, and what you are offering fits their needs exactly. Who wants something they don’t need or have any interest in?

As you begin to let your potential customers know about you, always remember that they are looking for what you are going to do for them. You may have the perfect fit for them, tailored to what they are looking for. In fact, they may be searching for and trying to find exactly what you are offering! How will they know you have exactly what they need if you don’t tell them? So tell them! And take some time to figure out what you are doing for them! It will help you to see your promotional efforts through your customer’s eyes.

Now, the question is how? Just how do you let them know about you and all that you have to offer to them?

The array of tools is almost endless and more tools are being created all the time. The Internet has opened up innovative and unique ways to, “Promote” yourself to your potential customers.

Promotion is all about attracting the attention of your potential customers to your company, products or services. It is more than advertising although advertising is a part of Promotion.

Promotion is the, “Hey come take a look” that creates the excitement type of action that takes your business from an unknown business to a well-known business. If it is done well, Promotion will create a positive image of you and your business in the eyes of your customers. If done well, it will create a collection of customers that stay and return again and again to your Site to continue buying, and enjoying what you offer to them that meets their needs.

Your Web site is part of your company, if not the largest part of an E-Commerce company. The appearance, navigational ease, functionality, image, packaging of items shipped, invoices inside of shipments, correspondence both online and offline, are all part of your business Promotion. Remember your customer is always looking, and how you come across to them is everything as far as Promotion is concerned. The perceived image they have of your business will make or break your relationship with them as your customer.

Pay attention to the details in the above areas, and never make the mistake of thinking you can let your guard down on keeping your Site in tip top condition. Stay fresh, updated, and ready to compete with all the new comers and the good ole boys established on the net.

Some great promotional tools and ideas are below. Remember, if you can offer it off line, there is a way to do a similar Promotion online!

Coupons and Discounts: There are many online coupons available now. You can start some of your own to offer, and many of these sites would love to have you add your coupons to their site for the offering. Keep them professional and of true value.

Freebies: Offer classes or seminars, or other forms of information that you can. Have your customers take a look at your site and what you have to offer. Put your information online in the form of slide presentations, such as adding a power point slide show to your site. What about a video clip of instruction or valuable information? Let them have a password to attend your, “Online Seminar” or, send the presentation around to everyone you know and encourage them to send it on. This could be a short clip that encourages others to come experience the, “extended” version.

Contests: If you sell closet organizers do a messiest closet contest and give away free organizers to the messiest contest winner, if you have a pet site or a children’s site, have a contest for the cutest, funniest etc. and award a prize. Make it fun! Give them a great reason to enter.

Give: Have a heart of gold and give to Charities etc. Let them raffle off some of your offerings and keep the profits. Not only do you get the items in front of people, but you also improve your image by giving to worthy causes. There are plenty of online Charity Web sites that you can offer your items to along these lines.

Events: Get involved with events that tie into the focus of your business. If there is a community clean up and you offer cleaning products go for it…donate items, help with the clean up, etc. Create little articles about the event and how you participated, to post or to release, yes as in little press releases. Create an online history of the event complete with articles, pictures, etc. Give something to them to come and see.

Community Involvement: Serve your community. Get involved with the Internet community and local community. Donate and let them post the information on their sites, in news articles etc.

Celebrate the Holidays: Offer online Greeting Cards that include your Logo and Web site for your customers to send to friends, associates and family, offer seasonal discounts, contests, online events, etc.

Make a Public Display of Yourself: Put your Logo and Web site on everything! Your invoices, your advertisements, E-Mail, clothing, written articles, boxes, shipping labels, checks, newsletters, sponsorships information, gifts items, cards, reminders, your automobile back window, you name it! Online and offline get that Logo and Web site in front of as many people as possible!

Be Creative and Innovative: A pet breeder in a large city was struggling for several years until he started giving away customized "birth certificates" for the pets he sold. Almost immediately, his sales rose more than 10 percent. Remember the, “Cabbage Patch Dolls” and the Birth Certificates that came with them? What can you give away that is unique and customized to your target audience? Get creative and innovative about this one.

Online Advertising: Use every possible type of online advertising you can! Banners, Classified Ads, FFA Sites, E-Zine Ads, E-Mail, the list goes on! Find and use all of these you can!

Tell Them A Story: Create a story that can be followed over a period of time can be a fun story or a story with a cause. Post daily pictures and information about it on your site. Maybe it is a mystery that will unfold over time that your customers help to solve, or maybe it is the step by step unfolding of something exciting that you can use to build anticipation. What ever you choose, make it special and worth the time to check on it daily.

Send Flowers: Send virtual flowers or gifts to your customers. Ok, so they don’t smell quite as sweet as the real thing, still they will be appreciated.

There is much, much more, but I will leave those to your own imagination and innovation. As long as you think like your customer, use your imagination, and keep experimenting, you are sure to find some amazing ideas of your own!

Just remember, if you love them, tell them! And while you’re at it, make sure they know who you are, what you have to offer, and how to find you!