Five Steps For Sizzling Summer Marketing From Regional Expert

Davidson & Belluso Teach Small Businesses to Make the Most of Marketing Dollars

PHOENIX (May 25, 2011) — For many industries, summer is a slower time used for planning and evaluation before busier third and fourth quarters. Rob Davidson of Southwest marketing agency Davidson & Belluso, shares five steps to ensure small businesses maximize summer downtime to ensure future profitability.

1. Segment Audiences

Drill down and identify any commonalities amongst clients (start with the most profitable). Group them by communication preferences, interests, ways they utilize your

product/business, etc. Then talk to each of these audiences differently according to their likes and needs. For example, a high-tech audience might use your website and online

tools during a typical sales process. An in-person meeting (with food), a presentation and physical materials to take home could be more effective for a very traditional group.

2. Determine Your Valuable Difference

Next, decide what makes your company/product a great fit for each of these audiences. Are you faster, less expensive or a master craftsman? Does your product/service uniquely

work for specific customers? If so, your messages should be slightly different for each audience group. Also, try not to use “Great Customer Service” as your “differentiator”. This is

over-promised and under delivered. Remember, while a great reason to return, service rarely solidifies the initial sale.

3. Take Communication Inventory

Look at your website, marketing materials, banners, Facebook page, even the phone messages/music while people are on hold. Together each of these creates a brand

experience for your different audiences. Do you like what you are saying to each? Does it answer their needs? Are your new services or products even in current handouts or the

website. Do you need to beef up or create new tools to communicate the right messages in the right way to the right group? Regroup and reprioritize for the next two quarters.

4. Cross Sell, Cross Sell, Cross Sell

Take a tip from kids’ toy packaging. Each box shows a dozen other products that would complement your single purchase. The strategy works because both you and your kids can

easily see how your experience could be enhanced. You can be just as effective. Clients should never say, “ I didn’t know you sold that too.” Look at every point of contact or

communication and see where it makes sense to talk about added features or services you offer. You should always be your own biggest advocate.

5. Your Unforgettable Face

Pretty or not, your face can be an effective marketing tool. Tried and true, in-person networking should be part of everyone’s strategy, especially if summer allows you time to

schedule lunch, a seminar, or attend a customer’s conference you’ve been putting off. It is so much easier to talk about your business in a meaningful way when you can see the

audience’s reaction. If they seem uninterested, simply adjust your comments and presentation style. Your passion and conviction will resonate so much stronger in person, and entice others to find out what’s so special.

Check first with customers if they have a colleague or contact that needs your services (over coffee is always nice). Then reach out to everyone else you know. Is there a church group, neighborhood committee, or industry association meeting you could present at or attend. If it's six degrees of separation you can eliminate one or two by just networking.

*Make sure you reciprocate. Call it Karma, but you will be surprised at the loyalty and referrals you generate as you help others get the word out too.

For more ways to revamp your marketing strategy this summer, visit www.davidsonandbelluso.com. Best of luck with your marketing efforts the next three months. A little work and a lot of strategy can create new opportunities and ensure business remains hot long past the month of August.