Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

mail do not work very well for promoting small consulting practices. Trade shows
and newsletters seem to work if they are paired with a personal follow-up phone
call. My friends in larger consulting firms use all four of these tools and claim that
the success is in the marketing mix.
You will also want to ensure that the tools you select are a fit in several ways.
First, they should fit comfortably with your clients’ expectations; second, they
should fit your budget and what you have decided to invest in marketing; and last,
they should be a comfortable fit for your personality.
Client Fit The marketing tools you select should have your client in mind first
and foremost. Where does your client expect to see your name? In what medium
will your client expect to see your services? The marketing climate is changing for
professionals, so don’t be too conservative. Only a short time ago it was unethical
and/or unprofessional for attorneys to purchase display ads in the yellow pages.
Now it is considered quite normal to see billboards ablaze or television spots shouting
the reason you should hire a specific lawyer.
Also remember to think beyond the obvious to the “what if?” I worked with
some folks who owned motivational tourist shops called “Last Flight Out.” The
shops were somewhat related to aviation, but mostly geared to positive thinking
and doing what you love. One of the shop owners wanted to advertise on the
fuselage of one of the stunt planes. Initially this sounded like a great idea until
one of the owners thought about how the Last Flight Out logo might appear in
a picture of a crumpled plane should a mishap occur. They decided not to advertise
in that way.
Your client would certainly expect to see you advertise in industry-related directories,
journals, trade shows, or direct mail card decks. However, it might be
unusual to see your services on television or on a billboard. A sponsorship for the
printed program at a professional conference would be expected; sponsorship of
a racecar might be questionable. Bottles of wine customized with your name on
the label is creative, but may not be a wise choice if your clients disapprove of the
subtle message it may send. Does the fact that something is unusual mean you
should not do it? Of course not. If you believe a prospective client will see, recognize,
and continue to respect your consulting name, it should be a consideration.
Just remember to think about your clients’ expectations.
Your Marketing Plan: Can You Market on a Shoestring Budget? 123