What does "Creativity before capital" mean to you? As a business owner, you need to remind yourself that you are smarter than you think. You have many resources to draw on before you throw money at a problem. Let's look at this as it relates to marketing.

Business owners often tell me that marketing is a crapshoot. Sometimes it works, sometimes it doesn't. Creativity before capital is more important than ever when it comes to marketing today. Before you start planning and spending your new marketing budget ask yourself this very simple question.

What do I really want marketing to do for my business?

Put another way - one year from now what are all the desired outcomes I want as a result of an effective marketing campaign? Make a list.

· Branding - increased name recognition

· Number of new people who visit our store/website.

· Number of people who purchase

· Leads for my salespeople

· Create repeat business

Your list may be longer than mine and more specific.

What business am I in?

You may be in the electrical contracting business or the cement business. The bottom line is you are in the relationship business.

Who do people do business with?

· People they Know

· People they Trust

· People they Respect

· People just like you that they know can solve their problem.

The days of transactional selling are over. If you think more people will buy from you simply because your sign is bigger, your online ads appear more frequently, or your price is lower, you are missing an opportunity.

Customers are more cautious thanever. It is very costly to attract a new client. The old rule quoted by Tom Peters is that it costs 5 times more to get business from a new client versus repeat business from an existing client. I believe today it is even higher. I ask my clients how much does each lead received from advertising cost you? When documented, it can cost $700 or more for a qualified lead, and can vary greatly by industry.

If you're not sure, now is the time to measure it. A simple way to start this process is to record each web site visit, phone call, or walk in and document, "How did you hear about us? If you do this consistently for six months, your marketing dollars will go further.

What works? Pick a strategy that helps you stay in contact with your current and past clients.

As a consumer, I can't tell you how many referrals my real estate agents, mortgage brokers, chimney cleaning services, plumbers and caterers missed by simply not keeping in touch.

When we moved to Norwalk ten years ago our mortgage broker did an outstanding job. She promised to stop by and visit and say "hello." Well, we all get busy. She never did get around to stopping by. As the saying goes, out of sight out of mind. Two friends moved to Norwalk, and they asked me who they should work with to make their mortgage an easy process. I recommended them to a new friend I was introduced to at a fundraiser. My original mortgage broker has lost at least four good customers in the last 5 years by simply not staying in touch.

If your business is local or regional, get more involved in the community.

Grassroots marketing allows you to be very targeted in who you want to reach. If your business targets homeowners of a specific demographic, consider advertising in town and sponsoring local team uniforms. Don't pass up the opportunity to sponsor a local event. Be sure to attend the event. What is a more effective way to stay in front of the people you want to do business with?

If you are in business-to-business sales, consider having a booth at a local business expo. Many chambers host trade shows where you can showcase your business for a small investment. It is simply a great way to meet new contacts and say "Hello" to your current clients. Also consider joining your local chamber. It is simply a great way to meet new contacts and stay in touch with your current clients.

Email and social media are also effective ways for keeping in touch.

Remember, one key to success is to focus on your clients and being out in the community.

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