Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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Considerations:
• Identify the time that the majority of your potential clients will be listening.
• Know when and how to promote your own business during the show.
• Use professionals to assist you with writing an ad.
Television You could do a presentation, host your own show, or do an infomercial.
Sound crazy? Not necessarily. Television is a mass medium, so your service or
program or infomercial should have mass appeal. Many television programs are
not broadcast live, but are taped at times that may be more convenient for you. As
an advertiser you could purchase one half-hour time slot to sell your services on
an infomercial. Just in case you are curious, the cost is about $500,000 per month,
plus $250,000 to produce the show, plus another $40,000 for a media test market
run and other incidentals.
Considerations:
• Be sure that your audience will watch the station you choose.
• Use the unique selling power of television—sight, sound, and motion—to create
emotional appeal.
• Check into the cost before you nix television as an idea. You might be surprised
at how low the costs have become.
• Infomercials provide a balance between entertainment and information; use
lots of testimonials.
Balloons, Billboards, and Blimps While these are probably not practical for marketing
a consulting firm, they should push you to think creatively about how you
might use them. No way, you say? How about sending a balloon printed with your
logo to your clients with a message such as, “We’re so proud we’re about to burst
about . . .” How about using mini billboards at the entrance to a seminar. How
about flying a miniature blimp-shaped balloon filled with helium above your
booth at a trade show so attendees can find your booth. The point of this last example
is to suggest that, with a little creativity, you can market in ways that others
may never have considered.
Entire books are written about each of these tools. Once you have selected
a couple that interest you, pay a visit to your local bookstore to find more in-
Marketing Your Consulting Services