Q: What
fundamentals should I know in order to create marketing and
new-business-development programs for my small graphic design firm?
What tools should I use? I'm starting from ground zero, so any
information you can provide would be greatly appreciated.
A: New-business
development involves one-on-one contact with prospects as well as
creation of select tools to support your ongoing program. B2B pros
follow the contact sequence-call, mail, call-so you'll start by
setting up a prospect list. Based on your track record, experience
and growth goals, decide which types or categories of companies you
think would make great clients, such as hotels, shopping malls and
hospitals. Then research your list, compiling prospect names from
newspapers, magazines, the Web, directories and association
memberships. Your final list should contain at least a dozen names
in each category.
The next step is to set up a new-business committee. In a firm
with eight people on staff, that group might include two account
executives and yourself, each responsible for cold-calling a number
of prospects each week and attending networking functions. Keep
track of all the call reports and necessary follow-up using contact
management software that lets you share access to files and ensures
important contacts never fall through the cracks.
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You'll also need several good sales letters, a company
brochure to mail to prospects you've contacted by phone, and an
effective company presentation that can be customized for each new
business pitch. Design firms and ad agencies tend to rely on
PowerPoint
presentations delivered by a new-business team. Format your
presentations with a standard company overview, and customize them
with appropriate case histories and speculative work. Rehearse your
team's new-business pitches in advance, and create a bound
leave-behind with the highlights of each presentation.
For best results, support your new-business efforts with a
marketing program that includes a print advertising and/or public
relations campaign and an effective Web presence. Most important,
as your database of prospects grows, you'll need a direct-mail
campaign that reaches out to them about once every six weeks.
Combine these efforts with your ongoing telephone follow-up for a
winning combination.
Kim T. Gordon is a multifaceted speaker, marketing expert and
media spokesperson-and one of the country's foremost experts on
entrepreneurial success. Her newest book, Bringing Home The Business(Perigee),
identifies the 30 "truths" that can make the difference
between success and failure in a homebased business. From formulas
for positioning a business and creating an image to Internet
marketing strategies and tips for work-at-home parents, by reading
just one truth per day, in one month, readers will master a
complete course on homebased business success. To read an excerpt,
get information on media appearances and seminars, receive free
how-to articles and advice, or contact Kim, visit http://www.smallbusinessnow.com.
The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.