Build Your Networks: Depending on your type of business, networking can be a viable alternative to overcome the challenges of the Do Not Call registry. Face to face contact is always more effective in establishing trust and building relationships than phone contact. Focus on the value you can bring to a network to successfully use this marketing tactic.
Gain Publicity: For many consumers, advertising is just a bunch of noise unless repeated over and over in a creative fashion. Small business can break through the clutter by using various publicity vehicles. Buying an ad in the paper promoting your pest cleaning business will generate less buzz than running the biggest bug contest in your town. Create news worthy events to drive new customers to your door and circumvent the effects of the Do Not Call regulations.
Use the Trade Show Circuit: Trade shows still continue to be big business for all businesses. The Center for Exhibition Industry Research (CEIR) states business-to-business spending for trade shows is third to advertising and promotion. In a world of websites, emails, and voice mails, trade shows offer one of the true opportunities to build relationships with face to face contact. Something every business can use a little more of.
The Do Not Call registry should be a wake up call to all businesses to diversify their marketing channels. It's also an opportunity to re-examine the marketing and advertising models to see what consumers desire and what works. We clearly are ushering in a new era of marketing.
