September 2004 Focus on Customer Service

It has often been said within the marketing industry that "word of mouth" advertising is the most effective marketing medium. So what drives this type of marketing? Many strategies play a part in increasing your word of mouth advertising, including customer service and affordability. Don't kid yourself, though, according to the North Dakota Small Business Development Center, word of mouth advertising also is fueled by a combination of direct mail, advertising, promotion and publicity. The trick is to implement marketing that sells, which is much more valuable investment than marketing that is solely creative.

In any marketing strategy, consistency and commitment are critical components. But, be realistic to your bottom line. Expensive marketing is any marketing - no matter how little the cost - that doesn't sell your product. Continually evaluate what is the most profitable form of marketing for your business. Capitalize on it. Ditch the rest.

Information for this article was obtained through the North Dakota Small Business Development Center's "Low Cost Marketing Ideas" flier.