The Little Agency That Could
Real-life Ideas to Promote Your Company Through Direct Marketing
By Lois K. Geller
We haven't done a good deal of new business development in recent years. We concentrated on doing a great job for our clients. It became apparent, however, that this year we must dig in and develop new opportunities if we're going to survive and thrive.
So we applied what we know about direct marketing to our own company. Here's what we've done so far.
Go for the low hanging fruit.
We thought our office building in midtown Manhattan could be a terrific place to begin looking for new business. We sent a "Dear Neighbor" letter.
We got a nice response. Neighbors called to set up meetings. A side benefit is that people in the building started talking to one another. I got on the elevator the other day, and a gentleman asked if I was the woman who had sent the "neighbor letter." I said I was, and someone else on the elevator piped in that it was such a nice idea to reach out like that. The letter had great PR value for us, and it also resulted in a nice gift from the bank in the lobby: free checking accounts for our staff.
I think it's great that in the middle of New York City, things like this happen just because we reached out to our neighbors. We're expanding this neighbor effort to include other buildings on the block. People still like to do business face-to-face. There's a comfort level in dealing with people who work nearby.
Your takeaway: Are there markets for your products or services that are literally right around the corner? There has been a good deal of emphasis in the last few years about going global and being able to do business with anyone from anywhere, and it's true to a certain extent; about half our clients are more than a thousand miles away. But we sometimes forget the gold in our own backyards.