Marketing on a Shoestring

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Marketing on a Shoestring

• Sally Glick-Chief Marketing Officer
• Sobel Co.

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Todays Agenda

• Define shoestring marketing
• Categorize shoestring tactics
• Share some real world best practices

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Define Shoestring Marketing

• Activities with little hard costs attached
• Tactics that require an investment of time
• Initiatives selected for their potential ROI
• Spend your time/dollars where they will do the
  most good

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Marketing Tactics on a Budget

• Seminars and Public Speaking
• Public Relations
• Web sites/blogs
• E-mail alerts/newsletters
• Trade shows
• Networking

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Seminars and Public Speaking

• Demonstrates expertise
• Encourages face time
• Allows for strategic alliances
• Team up with a law firm or CPA firm
• Spreads your reputation to new markets
• Lorman Educational Programs
• Chambers of Commerce

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Public Relations

• Being quoted has no direct costs
• Demonstrates credibility (third party
  objectivity)
• Conduct a survey
• Utilize press releases and pitches
• Establishes you as a resource
• NIBIZ
• Published articles can be reprinted
• Commerce Magazine

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Web sites and Blogs

• Interactive
• Informative
• Sticky-ness
• Engaging
• Valuable

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E-alerts and Newsletters

• Enables the delivery of timely information
• Has no print or postage costs
• Builds name awareness
• Requires attention and determination
• Customer specific
• Just for vendors

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Trade Shows

• Targeted, appropriate audience
• Wrong audience or right?
• Personal connections
• Who is at the booth?
• A platform to distribute information
• Demonstrations
• Speaking opportunities at sessions
• Collect cards for follow up
• Who is making time?

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Networking

• Show your interest
• Make strong connections
• How do you follow up?
• Help others
• Are you a resource?
• Establish reputation for excellence
• Join targeted groups
• CIANJ
• Chamber of Commerce
• NRBP

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Contact Me!

• Sally Glick, Chief Marketing Officer
• Sobel Co.
• 293 Eisenhower Parkway
• Livingston, NJ 07039
• 973-994-9494
• www.sobel-cpa.com
• Sally.glick_at_sobel-cpa.com