| It's a marketing coordinator's best friend! The Insider's Guide to Direct Marketing for A/E/P & Environmental Consulting Firms takes marketers from defining their market and building their own database to the basics of direct mail, design, printing and postage, original research, newsletters and technical bulletins, telemarketing, seminars, and trade shows. It's a working tool that will help you decide on a direct marketing approach and then take you step-by-step through the processes necessary to implement a successful campaign. If you follow the advice given in this text, you will achieve the goal of direct marketing: positioning your firm so that the phone rings and so even if it doesn't, clients will be favorably pre-disposed towards you and your firm- letting you easily establish qualified leads.
Years ago an investor let me in on his secret for researching companies or industries he was considering putting his money into. He would look the industry up in a media guide and find one or more obscure trade magazines serving that niche. Then he would call up the editors and learn everything he ever wanted to know and more!
My investor knew how to use the media to get access to niche markets. Nowadays, as more and more design and environmental consulting firms are learning the value of specializing in one or more discrete client and/or project types, they have a perfect opportunity to use the same diverse media outlets to reach new clients and new markets.
The secret is to tell these publications a story that has some real value for their readers. If you're a firm that does everything for everybody, you're going to have a harder time doing this. You won't understand any of your clients well enough to develop a focused enough message.
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