Even though it’s summer, it’s no time to slow down on your marketing efforts. So, here’s two ideas you can, and should, implement immediately.
1) After meeting the owner of a regional restaurant change at a small business organization strategic planning meeting, I gave him my business card in case there was something I could help him with. Actually, I didn’t expect I could be of any service to him, but I wanted a regional non-profit organization to be able to mention my name if they decided to approach him on a partnership project.
Last week I started to receive daily emails from this restaurant chain about special promotions, including an offer of free food. I’ll admit my first thought was, “Oh, man, he added ME to HIS mailing list!” My second thought, however, was more analytical, and it was, “Good for him, he took my email address from my business card and added me to his mailing list! Great marketing.”
Oh, sure, I could probably ask to get myself removed from his list, but that would be short-sighted, perhaps nudging him towards not working with me. Besides, I may learn something from someone with an apparent strong grasp of marketing.
(I’ve only eaten at his restaurant a couple times, but that’s because I’m not very experimental with foods. But I know that, when I do get a that particular food craving, his restaurant is where I will go.)
What’s the summer marketing message for you? Simple: Your contact list (and let’s focus on your email list) is your pot of gold . You need to send to it again and again.
A couple quick points. A) You should send the people you have added to your contact list something of value. That can certainly include special promotions, but it should more frequently include helpful information to the recipient: a link to a story you think will be helpful to them; a business tip that you wrote; an offer to sign up for your monthly newsletter. B) Remind them at the top of your email that they have supplied you with their email address so they know it is not spam. I typically point out that they are receiving an email from me because they have previously requested marketing tips from me, and that I will be glad to remove them from my email list if they let me know. Almost no one ever asks to be removed.
Time after time I have heard many PIs talk about how they get all the business they want just from referrals. That’s fantastic. But it doesn’t mean it just happens. You have to nurture that, and sending an email to your core contact list is an excellent way to do that. Did you receive a wonderful letter thanking you for your excellent work on a case? Take a photo (after you get the sender‘s permission, of course, which probably won‘t be hard since you know you just made them happy), convert it to a .pdf., attach it to an email and send it to your list. Instant, free, electronic promotion to help nurture that next referral.
Build your list. Work your list. In summer and always
2) The second tactic is one that is extremely underutilized by private investigators. It’s surprising, because many other professions use it as an effective and continuing marketing tool. Therefore, it is one in which you may literally be the only investigative player in a client-rich audience. It does cost a little money, and hopefully some of your time as well.
Join in on marketing and advertising discussion with other professional investigators on our private investigator discussion forum!
Fall is prime time for a wide array of major annual fundraising events by well-known non-profit organizations, and in this economy they will need all the donations they can obtain to provide their essential services. You can be sure that A) their committees and plans are in full swing; B) they can always use more help C) they will still welcome additional corporate sponsors. There is generally a wide range of sponsorship opportunities.
Event corporate sponsors typically get a lot of visibility for their donations. Sponsors get their names on T-shirts, in programs, on signs, in newsletters, on posters, etc. That alone can be worth the expenditure. However, it can be more personal. Sometimes sponsors also get invited to donor recognition events where they can mingle with other donors. Such donor groups typically include attorneys, major corporations, insurance companies, banks and leading local employers.
So if you want to
-stand out in an influential crowd
-gain visibility to a potentially large audience
-all while supporting a good cause
now is the time to become involved with a reputable non-profit organization that is important to you.
The process is simple. Pick a cause near and dear to your heart: Toys for Tots. Relay for Life. Memory Walk. HeartWalk. Contact the sponsoring organization: US Marine Corps. Cancer Society. Alzheimer’s Association, etc. Ask if they still need sponsors for their fundraising event (you already know the answer is yes, especially now.) Examine what visibility comes with each level, make a commitment and give then a check. Better yet, offer to also serve on a committee, where you can meet other community leaders supporting the cause. You will be making fabulous business connections while improving your community. Trust me, you rarely see investigators seek out this kind of positive goodwill connection. You will stand out.
Finally, in the spirit of supporting worthwhile causes, here’s a link in case you want to help me fight Alzhiemer’s disease.
http://ToledoMemoryWalk2009.kintera.org/faf/donorReg/donorPledge.asp?ievent=300541&supId=147923319
(If you’re looking for a cause to support, this is a great one: One in three Americans knows someone with Alzheimer’s disease. Every 70 seconds someone develops Alzheimer’s disease in the United States.) The link will take you to a site where you can make an online donation that will support research, education and the many valuable services of the Alzheimer’s Association by supporting my Memory Walk team.
Summer is here now. Implement these marketing ideas now.
Bob Mackowiak has been helping private investigators market their services since 1988. He has spoken about marketing at private investigation conferences from Florida to Alaska, is the author of the classic manual, “How to Market Your Private Investigation Agency,” and helped hundreds of PIs with his COPI Brochure Development System. You can learn more about Bob and his services at www.LetBobHelp.Homestead.com.