Be realistic. Make the most of your limited budget by thinking creatively. TV and radio ads, glossy brochures and flash-enabled websites can work magic – making your marketing budget disappear in the wink of an eye.

Instead, consider using low-budget, high creative marketing to get your message out. Lots of marketing “tools” like your website, e-newsletters and blogs can do a lot more than you may think.

Do you really need a…..(fill in the blank)?Brochures and the like are great ways to promote your business, but before you invest time and money, ask yourself – and others – some pointed questions. Lots of companies will tell you they have boxes of costly brochures gathering dust. Fact sheets are low-cost substitutes. You can print them as you need them, letting you update your capabilities, client list, changes in address or phone information. Increase your marketing impact by using multiple channels. The more you stretch your marketing dollars to reach your target market, the higher the impact of your marketing message. Prospects are much more likely to become buyers if they:

· Read about your company in the newspaper,
· Attend a seminar and take home a brochure and
· Visit your website.

Target, target, target.Going after the right customer is essential. Target small niche markets and forget the mass market. If your target is brides-to-be, place your ad or flyer in local bridal shops, special fashion shows and targeted publications. Don’t waste precious ad dollars by placing your message in mass publications. Are you newsworthy? A reference about your company in the media or from the right person will deliver your message at low – or no – cost. Even if you haven’t saved a puppy from drowning lately, doing a bit of pro-bono work will get you a positive mention.

The mother of all referrals. Lessons from the Sky
As we gear up for summer--and a well-deserved vacation--let's compare running a restaurant to managing an airline.Manage like the airlines? And what, lose a ton of money? The analogy seems odd, but once you get past the initial shock, it should make more sense. There are two different philosophies about runnbudget disappear in the wink of an eye.

Instead, consider using low-budget, high creative marketing to get your message out. Lots of marketing “tools” like your website, e-newsletters and blogs can do a lot more than you may think.

Do you really need a…..(fill in the blank)?Brochures and the like are great ways to promote your business, but before you invest time and money, ask yourself – and others – some pointed questions. Lots of companies will tell you they have boxes of costly brochures gathering dust. Fact sheets are low-cost substitutes. You can print them as you need them, letting you update your capabilities, client list, changes in address or phone information. Increase your marketing impact by using multiple channels. The more you stretch your marketing dollars to reach your target market, the higher the impact of your marketing message. Prospects are much more likely to become buyers if they:

· Read about your company in the newspaper,
· Attend a seminar and take home a brochure and
· Visit your website.

Target, target, target.Going after the right customer is essential. Target small niche markets and forget the mass market. If your target is brides-to-be, place your ad or flyer in local bridal shops, special fashion shows and targeted publications. Don’t waste precious ad dollars by placing your message in mass publications. Are you newsworthy? A reference about your company in the media or from the right person will deliver your message at low – or no – cost. Even if you haven’t saved a puppy from drowning lately, doing a bit of pro-bono work will get you a positive mention.

The mother of all referrals. Managers Must Attack the Process, Not Just the Problem
A couple of weeks ago, I was invited to accompany a manager on a tour of his physical facilities. As we walked around the yard and through the warehouses, the manager spotted several housekeeping issues that disturbed him. Each time this happened, he would seek out an employee, angrily point out the problem and telsome pointed questions. Lots of companies will tell you they have boxes of costly brochures gathering dust. Fact sheets are low-cost substitutes. You can print them as you need them, letting you update your capabilities, client list, changes in address or phone information. Increase your marketing impact by using multiple channels. The more you stretch your marketing dollars to reach your target market, the higher the impact of your marketing message. Prospects are much more likely to become buyers if they:

· Read about your company in the newspaper,
· Attend a seminar and take home a brochure and
· Visit your website.

Target, target, target.Going after the right customer is essential. Target small niche markets and forget the mass market. If your target is brides-to-be, place your ad or flyer in local bridal shops, special fashion shows and targeted publications. Don’t waste precious ad dollars by placing your message in mass publications. Are you newsworthy? A reference about your company in the media or from the right person will deliver your message at low – or no – cost. Even if you haven’t saved a puppy from drowning lately, doing a bit of pro-bono work will get you a positive mention.

The mother of all referrals. Comparing Branding To The Accounting Principle Of Goodwill
When businesses engage in branding, they are trying to increase the value of their products beyond what the market values similar products. Many companies have successfully branded their products. Do you know why people choose Coca-Cola when there are similar sodas on grocery shelves? People trust and are familiar sage. Prospects are much more likely to become buyers if they:

· Read about your company in the newspaper,
· Attend a seminar and take home a brochure and
· Visit your website.

Target, target, target.Going after the right customer is essential. Target small niche markets and forget the mass market. If your target is brides-to-be, place your ad or flyer in local bridal shops, special fashion shows and targeted publications. Don’t waste precious ad dollars by placing your message in mass publications. Are you newsworthy? A reference about your company in the media or from the right person will deliver your message at low – or no – cost. Even if you haven’t saved a puppy from drowning lately, doing a bit of pro-bono work will get you a positive mention.

The mother of all referrals. Get It Done! Soft Skills not Hard Tools are Required
If your organization has people, then interpersonal skills are needed.I work with companies that are on a path they call the lean journey. Whatever you call it, it’s based on the Toyota Production System. Some manufacturers embraced it and it became known as Lean Manufacturing, expanded into the Lean Office shion shows and targeted publications. Don’t waste precious ad dollars by placing your message in mass publications. Are you newsworthy? A reference about your company in the media or from the right person will deliver your message at low – or no – cost. Even if you haven’t saved a puppy from drowning lately, doing a bit of pro-bono work will get you a positive mention.

The mother of all referrals. Of course, the best and most cost-effective way to reach new customers is by referrals. A happy customer will get you further than just about anything, so the time spent encouraging and creating regular customer referrals will be well worth it – many times over.

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