Companies use marketing research tools to inform customers of new products and drive sales. Corporate marketing tools can include sales promotions, such as coupons, rebates and advertising. Companies should set objectives for the marketing tools they use. For example, a company might send coupons to former customers to gain back their business. Companies also should track the use of marketing tools. Track how many people respond to an advertisement, for example, then determine whether the advertisement was profitable.
Classified Ads
One type of marketing tool is the classified ad. Classified ads are a highly effective way of advertising. Place your classified ads in magazines that are likely to appeal to your type of customers. For example, advertise your online vitamin business in various consumer health magazines such as "Men's Health." Create a strong heading for your classified ad that includes a key benefit of your product. For example, you can say, "Buy Vitamins at 50% Off Retail Prices," to attract value-conscious vitamin customers. Use the AIDA -- attention, interest, desire, action -- in your classified ads, according to advertising expert Dave Dolak. Grab the attention of consumers through your heading, then gradually increase their interest with convincing ad copy. Provide an incentive such as a free product to get customers to buy your products.
Direct Mail
Direct mail is a highly targeted type of marketing tool. In direct mail, you can choose specific demographic groups in which to market your product. For example, you can send a direct mailing to people who buy pet products. Rent a mailing list of customers who buy the types of products you sell, according to the United States Postal Service. The Direct Marketing Association and Data Central are two organizations that sell such mailing lists. Create a sales letter, brochure and order form for your direct mail package. Explain why people should use your products or services in the sales letter. Include pictures of products, various features and product prices in your brochure. The order form makes it easier for your customer to order.
Marketing Research Surveys
Marketing research surveys are a marketing tool for garnering information about customers. For example, you might want to find out what other types of products your customers want. Subsequently, you might create a questionnaire to gather the customer information. Collect the customer information through phone, mail, in-person or Internet surveys, depending on which method works best for you. For example, use a phone survey if you want to collect customer information relatively quickly. Conduct in-person or face-to-face surveys if you want to ask customers lots of questions. People you survey in person cannot hang up on you like in a phone survey.
Search Engine Optimization
Search engine optimization, or SEO, enables your ad to appear on the first page of major search engines, when people search online for your types of products. Major search engines include Yahoo!, Google, MSN and Altavista. You likely will need to hire a search engine optimizer to help you with search engine optimization. The search engine optimizer might need to redesign your website to enhance its ranking in search engines. Search engine optimizers typically use key phrases that best describe your business to increase your ranking. For example, "health products" might be a keyword to promote your online vitamin website.
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