Friday, July 24, 2009

Need an uptick in marketplace visibility?

Try two easy ways to touch your key audiences.

Keeping your brand visible in the marketplace takes time and focus, but it’s important to stay in front of your target audiences. If you don’t, your business suffers. Here are two ways to generate positive brand awareness for your company.

1. Send CEO Updates: Extend your brand presence positively and exponentially by sending a short, personal letter to your database of clients, prospects, friends, selected reporters and associates three or four times a year. Let them know about new products and/or services, significant new hires, promotions, honors and awards, community involvement, business changes, etc. Let them know you wish the best for them also. A one-page letter, with your personal signature, mailed vs. emailed, has an excellent chance of being read, especially by people familiar with you and your company. You may not hear direct comments immediately, but know that you are casting pebbles into the pond of extended brand presence.

Respect the value of your database. Update and maintain your company’s database of friends, associates, reporters and particularly prospects. When you receive someone’s business card at lunch, add his or her name to the list. When someone you have met changes jobs, enter the change when it happens. This may be a tiresome chore, but your database will be updated, accurate and ready to use at any time.

2. Secure High-Profile Speaking Engagements: Move from sales and marketing to leadership positioning in front of your target audiences by securing speaking engagements at pertinent trade shows. Select a timely, appealing speaking platform related to your industry or business in general. Your speech content improves your chances of being accepted if you have new research, trends or ‘insider’ information to share. Then locate the organizations’ speaker packages for criteria, applications, etc. A warning though – most associations request speaker applications one year in advance of the next conference. Be sure to meet deadlines and periodically check on your status. When you have been accepted as a speaker, publicize the event before and/or after the conference in your local business and news media.

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