Plain and Simple: Bright Business Insights July 2016 | Page 6

THE WORLD WIDE WEB ISN’T THE END ALL, BE ALL Five Ways to Remain Competitive in a Digital World Contrary to popular belief, in today’s marketplace you don’t have to promote your business on the Internet if you want to compete. Sure, having a website informing visitors about your company and your products or services would greatly help you gain visibility. But it’s not the only way to get your name out there. fluence the groups that purchase your product or service. Dealers, suppliers and other third-party representatives attend these events and can be a great resource for you when determining how to further promote your bu siness. 4. Distribute mailings. Consider whether creating a newsletter or informational brochure and sending it to your target audiences would be an effective method of promotion for your business. You’ll want to look at the demographics (i.e. geography, age) of your intended audiences to determine whether a mailing makes sense. 5. Create and place print advertisements. If there are print publications, such as newspapers or magazines, in your community, determine if print ads would be an effective way to promote your business. Again, you’ll want to consider the demographics of your target audiences to ensure that print ads are worth your while. Your Brand Is Power What is it that you want people to immediately think of when they hear or see your company’s name? Perhaps it could be the product or service you offer. Or maybe you’d rather have them associate your company name with adjectives like superior, quality, or reliable. The Kleenex Brand Let’s take Kleenex for example. What is Kleenex? It’s a brand name of facial tissues. But guess what? The Kleenex brand dominates the facial tissue industry. How? It has become so ingrained into society’s vernacular and has become synonymous with the product itself. Think about it. Many times when you ask for a facial tissue, you likely say, “Can you please pass me a Kleenex?” There are, however, several other facial tissues brands, including Puffs, Scotts and Marcal … just to name a few. While it might not make sense for your company to be synonymous to your product or service, aim to strategically brand your company in a way that helps you stand out from the crowd. Consider what you want your business to be known for and then brand your company accordingly. Other Ways to Promote Your Business If the idea of creating a website or promoting your products or services on digital channels isn’t appealing to you, consider this list of promotional ideas: 1. 2. 3. Educate your dealers/sales representatives. If you rely on a network of dealers and sales representatives to sell your product or service, make sure they are adequately educated on what they’re selling. They’re on the front lines representing your product or service and your company’s brand to your customers. Ensure they are equipped, educated and trained so they can help bring success to your business. Enhance your customers’ experience. Does your business have retail stores? If so, figure out ways to increase your customer’s experience. Perhaps you sell cheese in your store. One way to enhance the in-store experience would be to offer free samples of cheese to visitors. This will allow them to try the product before they purchase – a perk that many customers will appreciate. Attend industry tradeshows. Industry events and tradeshows are a great way to network and get in front of groups of people that in- Engagement and Follow Through Are Key One common problem many businesses face is the lack of engagement and follow through. Many of the promotional ideas listed above give you opportunities to engage with your customers and other target audiences. First off, are you taking advantage of these engagement opportunities? Are you connecting your customers and really understanding their needs and listening to them (as well as informing them directly about your product or service)? And then after you engage them, are you following up with them? Sure, it’s easy to get distracted by daily life after you get back to the office from a tradeshow or after you send your mailer. The key is to follow through on any commitments you made during your engagements, as well as touch base with anyone you connected with. This keeps you and your company top of mind with customers and those who can influence your customer base. If you’d like help implementing any of these promotional ideas or are unsure of where to get started, feel free to call either one of us. We are happy to discuss ways that you can strengthen your businesses brand and visibility. by: Kyle Stemple CPA, CGMA, Principal & Director of Manufacturing and Distribution Services PO Box 1020 New Philidelphia, Ohio 44663 [phone] [email protected] by: Myron Bauman President & CEO, Creative Solutions Group 23 South Maple Avenue Leola, Pennsylvania 17540 [phone] [email protected]