Tried-and-True Marketing Ideas that Work

By Mark Zweig

NATICK, Mass.--- Marketing managers in the A/E and environmental consulting firms deem cutting-edge marketing ideas too risky. What they're looking for are tried-and-true marketing ideas that yield results and more project sales," says Mark C. Zweig, Vice Chairman of ZweigWhite, a leading management consulting firm.

Here are useful and easy-to-implement marketing ideas that work:

• Fill in the blanks in all of your target markets. Identify every organization and every potential buyer or influencer of the buying decision in those organizations and get them into the marketing database.
  
  
• Distribute an electronic press release every week. Collect e-mail addresses of all the editors of every publication the firm would like to appear in. Send these editors a weekly press release quoting the president or another firm principal about trends he/she sees with the clients the firm serves.
  
  
• Send bi-monthly personal letters. All firm principals can take time to send a letter sharing insights gained on recent work, informing clients of new funding sources, and providing clients with new ideas on what's working with other clients or what similar organizations are doing.
  
  
• Develop a trade show participation schedule. Be seen at the events that are critical to the firm's positioning in every market the firm serves. Line up every event the firm should participate in and determine who will go to them.

Zweig is vice Chairman of ZweigWhite, a leading management consulting firm.