Stand Out For Fox Sake
What The Fox is all about finding creative ways to make every dollar of your marketing budget count! Effective marketing does cost money, but if you have a strong strategy, a budget plan and have the right professionals working with you, the results will make the investment seem like a drop in the water! So stand out for fox sake!
SO WHY DO YOU NEED A MARKETING BUDGET?
Put simply, whether you are running a small business or a million dollar company, marketing is essential to your business’s growth. You need to decide on a marketing budget, be it quarterly or annually, and stick with it. In our experience, people never allow enough for their marketing spend because it is seen as an expense, rather than the investment that it is. Most small business owners don’t allocate enough money to marketing or, worse, spend it haphazardly and don’t track the results. Products and services don’t sell themselves. By ignoring marketing until it’s too late, many small businesses risk stagnating and quite possibly, failing. The big question is – how much money should you invest in marketing? And how can you measure the success?
You can decide whether to budget for the year or the next quarter. Over the page are some tips that can help you set your marketing budget and then track the response so you can spend your money more strategically each year.
Once you have developed your marketing plan and budget, remember that it needn’t be fixed and inflexible. There may be times when you need to throw in another unplanned campaign or event. Knowing whether your spending is actually helping you achieve your marketing goals and grow your business is more important that sticking to your budget with precision.
PRINTED MARKETING COLLATERAL
Sometimes the only thing that will set your business apart from others is it’s visual appeal. Investing in professionally designed and well presented collateral items and having these on hand ready to distribute is a crucial part of your marketing plan. Whether online or in hard copy, these tools serve three critical roles in marketing a business. They tell your company’s story, so that people understand who you are and what you do. They help build your brand, and set you apart from your competitors. And they assist salespeople in converting your potential clients through to an actual sale. This all relies on working with the right designer or agency to make your collateral consistent and give your brand a clear voice.
Suggestions: Business Cards, Packaging Design, Flyers, Ebooks, Brochures, Presentation Folders, Company Prospectus Books, Catalagues, White Papers, Postcards
Don’t overlook traditional advertising mediums in your marketing budget – especially here on the Sunshine Coast! Our clients who advertise in print find that if they invest in long term campaigns, the results pay back ten fold! Don’t bother with one-off ads, You need to build trust with readers over time. The same applies to radio and TV. Before you start, be sure to have testing and measuring strategies in place so you can see the results easily.
Suggestions: Women’s, community, business, travel or sports magazines, local newspapers, paid or free publications, television and radio. billboards and street ad spaces
Making sure that your online presence is consistent with your printed marketing materials is paramount. Depending on your business type and the channels you use to target your customer, you may wish to spend more of your budget on digital marketing. These days most successful businesses ensure that their visual presence is seen prominently and equally across all mediums. Generally working with a graphic designer will result in the most professional presentation of your business and depending on your budget, they can offer varying levels of support that will get you started on the right foot.
Suggestions: Website design (make sure it is responsive e.g. it works on a mobile phone), website banners and design elements, social media platform design (cover images, ads, profile design), google banner ads
Everyone likes to get something for free, right? Well so do your potential customers! Creating awesome content for your website, blog and social media channels is a great way of building positive brand awareness and encouraging social engagement with your brand. Content built for social sharing not only gets you in front of an audience who cares about what you have to say but will help with SEO and driving traffic to your website as well!
Suggestions: Video production, blog content copywriting, advertorials in magazines, ebook content and design, social media sharable image design
SIGNAGE & CAR WRAPS
Business signage is a key tool for local establishments to attract customers. As people drive by your business, an effective and well-placed store sign quickly conveys what your business is about. If you are out and about in your car a lot you should also consider getting a car wrap. In both cases, it is vital to invest in professional design. Signage is important, and most often the first point of contact with potential clients, so we can ensure your professional message and image is portrayed correctly. Our signage captures the eye and delivers your message.
Suggestions: Building signage, banner flags, internal signage, car wraps, posters, pull up banners, unusual signs (eg. Printed surf board) a-frame signs
You need to get out there to promote your product to the right groups. Networking events and memberships cost money. It is wise to pick a couple of networking events to attend regularly and introduce them to your brand and offering. Don’t go empty handed! Make sure you have business cards, flyers or some small memorable gifts to hand out. Sponsoring events usually gives you the opportunity to distribute marketing materials too or to talk about your brand.
Suggestions: Event tickets, organisation memberships, event sponsorship, printed marketing materials or gifts specifically branded for the event audience