MarCom, Inc. — Marketing Communications Management

The Right Tools

At the top of the pyramid are the few people who have the most effect on your sales. At the bottom are the many who affect sales the least. If you know who these people are you can prioritize a tight budget, and you’ll know which marketing tools are most important and should be developed first.

Sales & Mgt.		In most cases, you and your sales force are at the top of the pyramid. Arm them first with sales, technical and reference materials, and with space on your website.
Existing Customers		The next level is existing customers. They know your products, and they’re easy to reach. Use direct and e-marketing techniques to reach them and maintain contact.
Identified Prospects		The third level is identified prospects—such as hands you’ve shaken or a good mailing list. Leverage direct and/or e-mail techniques to keep them abreast of your latest products.
Trade Press		Priority four is often your trade press. They can have enormous influence over prospects. Use public relations activities and materials of all kinds. This can be highly cost-effective.
Market-at-Large		Your market-at-large is the most difficult and expensive to motivate. Tools are advertising or direct-marketing. Trade shows and your website will reach some influencers at every level.

Cost-effective PR efforts resulted in some of the most positive company overviews we’ve seen in the trade press.

Designed to attract luncheon meetings within the professional community, these coordinated materials created a 4-month backlog for an Oregon-based restaurant chain.

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