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Right that’s the Friday joke out of the way let’s stick with marketing though, While talking with someone who had a desire to grow their business, had good sized dreams and a business that could deliver those dreams (can yours?) how much they spend on marketing, now I wish I could say that the answer surprised me but it didn’t, “oh we spend a bit on Radio and a bit on Google to get our name out there”

Now the point I am about to make is not maybe the one you think it is, it’s not “the only person who cares about your business name is you and if you’re really lucky your mum” or “what the hell is a bit?” it’s not even “what return are you getting” it’s the fact that when I say Marketing People hear Advertising.

I won’t say every time but almost every time I use the world Marketing people hear Advertising and sometimes if I am really lucky they hear Advertising and 1 or 2 other things

Simply put to me Marketing is everything you do to gain or keep customers or to increase wallet share from them, Brand is how people perceive you do that, for those of you in business that haven’t read J. Levinson’s books on Guerilla Marketing then go buy it today then buy 100 Guerrilla Marketing Weapons then read the other 100 ways to market your business that people have come up with since he wrote that.

Below I am going to share all 100 of these ways you can build your business and all you have to do is work out which ones you are using, which ones you invest money in currently and which ones you will use next until you are using all 100.

If you want to talk about how you can make the most of these weapons just email me at andywalter@actioncoach.com

1. Marketing plan

2. Marketing calendar

3. Niche/positioning

4. Name of company

5. Identity

6. Logo

7. Theme

8. Stationery

9. Business card

10. Signs inside

11. Signs outside

12. Hours of operation

13. Days of operation

14. Window display

15. Flexibility

16. Word-of-mouth

17. Community involvement

18. Barter

19. Club/Association memberships

20. Partial payment plans

21. Cause-related marketing

22. Telephone demeanor

23. Toll free phone number

24. Free consultations

25. Free seminars and clinics

26. Free demonstrations

27. Free samples

28. Giver vs taker stance

29. Fusion marketing

30. Marketing on telephone hold

31. Success stories

32. Employee attire

33. Service

34. Follow-up

35. Yourself and your employees

36. Gifts and ad specialities

37. Catalog

38. Yellow Pages ads

39. Column in a publication

40. Article in a publication

41. Speaker at any club

42. Newsletter

43. All your audiences

44. Benefits list

45. Computer

46. Selection

47. Contact time with customer

48. How you say hello/goodbye

49. Public relations

50. Media contacts 51. Neatness

52. Referral program

53. Sharing with peers

54. Guarantee

55. Telemarketing

56. Gift certificates

57. Brochures

58. Electronic brochures

59. Location

60. Advertising

61. Sales training

62. Networking

63. Quality

64. Reprints and blow-ups

65. Flipcharts

66. Opportunities to upgrade

67. Contests/sweepstakes

68. Online marketing

69. Classified advertising

70. Newspaper ads

71. Magazine ads

72. Radio spots

73. TV spots

74. Infomercials

75. Movie ads

76. Direct mail letters

77. Direct mail postcards

78. Postcard decks

79. Posters

80. Fax-on-demand

81. Special events

82.Show display

83. Audio-visual aids

84. Spare time

85. Prospect mailing lists

86. Research studies

87. Competitive advantages

88. Marketing insight

89. Speed

90. Testimonials

91. Reputation

92. Enthusiasm & passion

93. Credibility

94. Spying on yourself and others

95. Being easy to do business with

96. Brand name awareness

97. Designated guerrilla

98. Customer mailing list

99. Competitiveness

100. Satisfied customers