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Use The Neglected Weapons In Your Marketing Arsenal

By Harry Hoover
Posted Tuesday, January 18, 2005

Business marketers have a lot of weapons in their arsenals but they often overlook some very important ones. So, let's do a quick inventory.

Of course, you already have a company name, a positioning statement, logo, stationery, business cards and a website. Right?

The next thing I suggest is an employee survey. Ask them about what's happening where the company meets the customer. Find out how employees feel about the company. A recent survey shows that employee attitudes have a huge impact upon a company's bottom line. Motivated employees provide great service, and great service can separate you from your competitors.

Next, develop a customer retention program. It costs five times more to develop a new customer as it does to keep an old one. E-newsletters are an essential part of my customer retention program and should be a part of yours too.

Finally, here is a random list of other items that can be considered part of your marketing arsenal.

your reputation


consultations, demonstrations, seminars, samples

community involvement, cause marketing, philanthropy

media contacts, bylined articles, op-ed pieces

guest speaking program

great working environment

employee training & development program

networking, referrals


customer surveys

special events

If your time for marketing related tasks is limited, take some advice from my marketing mentor: pick three things from above and do them right.

About the Author
Harry Hoover is managing principal of Hoover ink PR, ( He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.

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