Q. I’m just starting a business and wondered what you think is the best way to get my marketing going.

Marketing is an umbrella term that covers a lot of areas including sales, branding, advertising, online, direct mail, and so on. With so many different opportunities from which to choose, it’s challenging for a new business owner to determine what’s best for their business so you’re not alone.

In addition to not knowing what type of marketing strategies to utilize, most small businesses have little or no funds to pay for big campaigns. One small business owner told me he decided to purchase a full-page advertisement in a national magazine to promote his business. He was convinced the ad would drive lots of business his way and put him on the road to profitability. Unfortunately, the one-time ad produced fewer than a dozen inquiries and the cost nearly put him out of business. The moral of this story is that sometimes the simplest marketing approaches are not only less expensive, but also more effective in building your business.

Good marketing decisions require MACS - Massive Amounts of Common Sense. I don’t know what type of business you have or who your customers are, but if you try using good old common sense, you’ll find hundreds of marketing opportunities. To get you started, let me give you some examples.

Networking is one of the quickest and easiest ways to start marketing your business. Get out of your office and get involved in organizations and events where you can meet your potential customers. Don’t expect a sale every time you hand out your business card, however. An SBTV.com viewer recently wrote she had attended a couple of networking events, but explained they didn’t work for her. When I inquired as to why she said, “I handed out lots of cards but I didn’t get any business.”

Good networking takes time because it’s about building relationships, not hounding people for business. People do business with people they know and trust. Not everyone you meet is going to be a potential customer, however, they may be able to recommend you or open a door with someone who is.

Cross promotions with synergistic businesses are another inexpensive way to market your business. For example, if you have a hair salon you could give your clients a 10% off coupon from a nearby clothing store and the clothing store could do the same for you. It’s a win-win for both businesses because you are rewarding your customers with a little something extra.

Finally, make sure you have a professional looking web site. When was the last time you picked up a printed phone book to find a particular type of business? I never use phone books anymore because I search for a business via the Internet. If you don’t have an Internet presence, you are missing business opportunities.

Hopefully these ideas will get you started with your marketing efforts. Good luck.
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Susan Wilson Solovic, esq. is the CEO and co-founder of SBTV.com — small business television. Known as the “Small Business Diva”, Solovic has authored several best-selling books including “The Girls’ Guide to Building a Million Dollar Business” and “Reinvent Your Career: Attain the Success You Deserve and Desire.”

Article Source: http://EzineArticles.com/?expert=Susan_Wilson_Solovic

Ten Easy Ways to Stand Out From the Pack at Your Next Trade Show

This article is written by:
Mel White, V.P. of Marketing and Business Development for Classic Exhibits Inc.

Your presence at a trade show is intended to generate qualified leads, as well as showcase your company’s products and ideas. It should also be an opportunity to listen to prospective clients and hear what their expectations are. So, how do you make certain that your booth is not lost in the shuffle? In trade shows, as in life, you have to take chances to get noticed. Remember, the opportunity to make that first impression only comes once.

Here are Ten Easy Ways to Stand Out from the Pack at Your Next Trade Show:

* Develop a Theme for Your Booth — It doesn’t have to be elaborate or expensive. It just has to be related to your company or to your sales pitch. For example, if your company sells coffee, you could have a coffee shop theme, complete with staffers dressed as baristas, and lattés made to order. Or you can tie your theme to your company’s geographic location. If your company is based in Texas, consider going with a western theme.

* Stellar Use of Audio-Video Materials – Think about adding a video kit to your portable or modular display. This is often as simple as adding monitor mount, a monitor, and a keyboard shelf or counter. Interactive A/V presentations can be engaging, informative, and informative. Like a moth to a light bulb, trade show attendees are drawn to professionally produced video presentations

* Use Special Effects to Impress – If your company markets cosmetics made from natural ingredients play a recording of rainforest sounds. Using a spotlight is a great way to highlight your flagship product.

* Provide In-booth Hospitality – This can be something as simple as coffee, tea, and pastries or something more elaborate.

* Music – Choose something appropriate to your company, not elevator music, but something that won’t overpower your presentation. If your company markets snowboards, you may choose high energy rock music. Just remember to keep the decibels at a reasonable level!

Once in awhile we will capture video of a rug in production. Unlike our video demos on YouTube, we narrate these video clips. We explain what we’re doing and why we’re doing it.

This is a rugmaking classroom environment that you can return to over and over again. Maybe you are stumped on a technique that we haven’t covered in our training? Maybe you need a quick demonstration of HOW to solve a problem? Thanks to recent advances in technology we can easily create a quick demo for you and upload to the vault. Usually within 24 hrs! How’s that for Support!

Let’s take a look at rug design.

Rug design can be viewed in the same way, by taking small steps. Start with simple designs, then explore different styles, themes, and cultural influences. Rug designs can originate from core themes. Nature is a core theme that inspires most textile design in some way or another.

Flowers, plants, animal prints, and landscapes can all be integrated into a rug design. Another inspiration in rug design is architecture. Modern design is especially suited for this style of rug making that is also known as custom rug fabrication. Clean simple lines found in modern art or abstract art and architechture are easy to replicate in a custom rug.

Rug design gets tricky when you begin to focus on complex design themes. A typical Persian rug design has layers of complexity and pattern repeats. These complex layers are difficult to replicate in custom rug fabrication. As the complexity levels increase, so does the price of the rug. It’s not unusual to see a production timeline of 6-9 months for a Persian rug. This is not a realistic timeline if you expect to make a living from rug making. Instead you are better off producing a rug in one week, or better yet, three days. Can it be done? Sure it can.

In my experience, I have learned to compromise by finding a comfortable middle ground in rug design. I do enjoy stretching my skills by pursing some of the more detailed designs that I find, however, I must also be mindful of my clients budget. While the design might be striking in it’s original context, or the first draft, it’s always best to have a backup strategy in your design layouts. Try to think in terms of Good - Better - Best when you are creating a design. If you take this advise to heart when you meet with your clients then you will have a few options, at different price points with ‘Best’ being the most expensive. This is the smart way to go about selling your services.

I will discuss more of these steps in future posts. You can always subscribe to this feed by clicking on the Orange Button at the top of this page.

As Always,

Russell Webb

So how can you market your services to the affluent consumer? Here are seven marketing strategies to help you attract this smart and savvy shopper.

1. Create a story around your product. Tap into the buyers imagination by drawing them into a story line. Can you create a sense of mystery around your product? Can you feature an interesting case study in your story? Is there a story behind the origins and culture of your product? You can even create a story around the purchase of your product. Some of the best copy writing has storytelling at the heart.

2. Merge with the affluent culture: For example, you could join a tennis club or a golf club to meet future prospects. Be like a chameleon and merge with their environment with ease. Be relaxed and genuine. After all, on the deepest levels we’re all equal. Find complimentary businesses that can help you get referrals and vis-versa. Work together in these joint venture deals. For example, I produce custom rugs and a good joint venture deal would be with a hardwood floor installer. In this case I would offer a 5% referral fee for any sales that come from his referrals.

3. Communicate effectively: By observing how these consumers think you will have a better chance at converting them into customers. In client meetings, pay attention to your listening skills, don’t interrupt when a client is speaking. Listen to their needs and offer a solution to each one of them. Show a genuine interest in the other person. Avoid quick judgments about people, because there’s always a deeper story behind the social mask of everyone. Try to learn their story. Keep the channels of communication open and alive after the sale by sending a handwritten thank you card. Create a follow up strategy that keeps you in contact every month or two. Even if they are not a customer yet!

4. Create a 1-4 page newsletter: Send out the newsletter every month or two. Balance the content with 50% info about your business and 50% info about their lifestyle interests. Make it interesting. Create case studies and stories about your clients and how they use your product. Feature short articles and reviews about luxury products, travel destinations, and even luxury estate news. Create a new theme for each newsletter. Send these out to your clients and potential prospects.

5. Direct Marketing with a short list: identify an affluent neighborhood. Use a reverse directory that you can lease from your phone company or acquire a local Haines Directory used by real estate agents. Get their names and addresses and create a personalized mailer that gets opened. Consider sending a FedEx letter to your best prospects. Inside, attach a new crisp dollar bill to the letter. Compose a letter - “As you can see, I have attached a crisp new dollar bill to the top of this letter. Why have I done this? Actually there are two reasons…First,it’s important, secondly it’s eye-catching…” then make your offer. Do a search for the ‘dollar bill’ letter for more tips.

6. Develop a ‘limited edition’ product line that creates a sense of exclusivity. Create a certificate of authenticity to go with your product. Limit your design to 100 or 500 or 1000 copies. Sign and number each copy.

7. Energize Your Brand: be aware of how you brand yourself and your products. Create a professional logo that you can live with in the years ahead. Logo colors should be taken seriously. Research your market and study logo design then choose an appropriate color. Good quality logos can be purchased for several hundred dollars on the internet. Even if you’re a small business, you can easily create the impression of a larger business with successful branding.

I hope these tips have been useful. Use these seven tips to help you focus on building up your client base and market successfully to the affluent consumer. Not only is this an active and intelligent market that has great potential for referrals, they are fiscally responsible and frequently have an inspiring story of their own to tell.

Years of training and practice have culminated into this beautiful creation - see pics below. This was a custom rug that required so much of our time and energy… was it worth it?

Absolutely.

Most people are surprised that rugs like these are being produced in America, let alone in small workshops and garages. This fine craft of rug making is alive and well in America.

I wouldn’t recommend this level of complexity for beginners. Repeat patterns like these can test your sanity. However, on the flip side, it can be a wonderful meditative process where you get lost in the work and time flies by like the wind.

We actually made two of these rugs for the same home. This client had just built their home. The layout of the home featured two similar spaces within a great room. One space had a formal dining table and chairs and the other space had a lounging area with two sofas.

We captured some video of this rug in production. This rug had very little carving and sculpting. The client requested a designer style look and feel with no carving, invisible edge binding, and the look and feel of a tufted wool rug. This is not hard to do in custom rug fabrication. We have a precise method that we follow to achieve this look. After the inlay, we did extensive clean-up, then top-sheared the rug carefully.

This first picture is the final version of the artwork. In this case we used the computer to generate the renderings we needed. This is advanced level stuff, not to be confused with beginning levels. It takes time to get to this stage. For example the artwork that you create can be hand drawn and very basic. This is how I got started as well. All of my earlier artwork was created by hand.

This was an intricate project that required a lot of hours. We had a blast working on it too. Here are a couple of links to the videos:

http://www.youtube.com/watch?v=uRSvCoMeCuk

http://www.youtube.com/watch?v=a3EVQvWSKSU

Here’s a peek into the top three strategies that will get you in the door to some of the wealthiest homes.

1) Be the Expert on the type of product you are selling. You do this by learning all you can about your products, your competitors products and your market. You write articles, speak at functions, and share WHY your product has the exclusive edge. Give your prospects information that convinces them they are getting the best.

3) Do your research. Get a map of your targeted area. Example: Identify a neighborhood that meets your criteria. Pin a map on your wall and visualize a few sales resulting from your efforts. Acquire a reverse directory from your local phone company. You’ll find listings by street, instead of by phone number. Create a marketing campaign using personalized messages via postcard, letter or even FedEx (this will get their attention!) letters. Send a few unique mailers. Stick with it. You’re establishing your expertise and it will take some repeat exposures. Don’t be afraid to be unique in order to stand out from your competition. Keep pushing, but don’t pull!

3 ) Make a commitment to over-deliver on your services. Focus on quality. Mercedes and BMW have established their automobiles as top tier products because of their commitment to quality and outstanding service. Consider stretching your service beyond the normal boundaries. Do you think you might get a few extra referrals if you arrived at your clients property dressed for success, even though you’re installing a simple light fixture? You bet you would. What if you asked the client if you can remove your coat before getting started? This respect and courtesy is a simple example of over-delivering on your service.

As you expand your influence as an expert, you will find that you attract more referrals. From my experience, I see several advantages with dealing with this wealthy client base:

-It’s easier to close the deal
-Price isn’t a big issue
-You get paid in full
-They’re intelligent buyers
-Good quality referrals

Yes, there are many other creative strategies to get your foot in the door with this robust market segment. I’m simply sharing a brief introduction that includes the right mindset for dealing with these clients.

Let’s do a quick recap: You boost your credibility by becoming the expert in your field. By researching your target areas, you give yourself an opportunity to visualize successful outcomes. You can start small with by leasing a reverse directory and send out highly targeted niche mailers that get noticed. Lastly, try to stretch your service beyond the normal boundaries by over-delivering an excellent quality product.

by: Russell Webb

At Mastercraft Carpet Makers we have been through a smaller scale recession during the early 90’s and sailed right through. As we gauge the current pulse of the carpet industry, we can see some nervous tension coming from carpet dealers throughout the country. Just as the housing market has come to a screeching halt, we have seen a direct impact on floorcovering sales and installations, with one clear exception: the affluent market.

This luxury market has grown since the early 90’s. For the last decade, the luxury category has grown anywhere from 20% - 32%. In the U.S. alone, luxury is a $400 billion market. Authorities estimate that it will grow at a rate of 15% a year and will become a $1 trillion market by 2010.

Tapping into this market isn’t difficult.
Yes - you need to be a professional stand-up operation.
Yes - you need to create a good quality product.
Yes - you need to present your products with confidence.
I’ve had a great time dealing with some of these wealthy clients, finding inspiration in their success, and learning HOW they did it. In fact, you will probably make some very important connections as you spin around in these higher finance orbits.

Just for the record, the floorcovering dealers that have diversified their service offerings are the ones who survive tough times like these. The smart ones establish alternative revenue streams. They invest in tools and equipment that will generate additional income. Starting a rug-binding business is one solution. Setting up a rug making workroom is another solution.

Our training programs are designed to accelerate these alternative business start-ups through the learning curve in 30-60 days. Once your rug-workroom foundation is built, then it’s time to start adding as many services as you think you can handle - here’s peek at some of the services that you can offer:

• wall to wall insetting
• corporate logo rugs
• fine art tapestries
• custom carpeted staircases
• custom area rugs
• fabric border rugs
• rug binding: cove base, rugs, etc…

I’ve covered most of these services in separate posts on this blog. I’ve written over 20 articles that are featured on my websites. I’ve created demonstration videos that teach you exactly how to make these amazing rugs. Check out our training programs and get started in an exciting and rewarding career. Call us today at 877-784-5646.

• Animal print designs

• Floral prints & designs

• Geometric patterns & designs

While these design themes may be timeless, they all have something in common, yes… our unforgettable connection with nature. Each of these design themes are supported by plenty of accessories, fabric selections, and art & sculpture. This makes it a whole lot easier to find or even create rug designs that tie-in with the theme.

These themes are an essential starting point for rug buyers and aspiring rug makers. Yet there are other flavors to explore that may not be as ancient as these predecessors or are they?

Here’s a look at a few of our more popular decorative rug design requests:

• Nautical themes - shells, sealife, boating etc…

• Pet themes - dog breeds, cat breeds, birdlife

• Architectural & Cultural themes- Spanish, Persian, African etc…

• Sports themes - football, basketball, baseball, racing

All of these themes are connected to supersized markets with lots of interested buyers. These buyers are looking for a unique design that catches their eye, that’s affordable, and will make their home more attractive.

This article should spark some ideas and get you thinking about the potential of your business. As I have mentioned in earlier articles, as well as the Top 9 Revenue Streams in Carpet Sculpture, this is just the tip of the iceberg. There are hundreds of smaller niche markets that revolve around hobbies, interior design, industry, and nature.

Russell Webb (c)