Traditional methods still have a place in the high tech world

I have a good friend who has an in at Google. This person has a close relative that works for the internet giant and it's always interesting to hear about the cool, innovative things they do there. Google is everywhere; things must be great for them, or at least I'm guessing they are. Everyone I know uses "Google" to describe search activities like we use "Kleenex" to describe tissues. Everybody googles.

Upon my arrival at work yesterday, I had a voicemail on my desk phone from...yes, Google! They had a deal going on "front page (I thought that was a print term?) availabilities for internet searches in our category in our area." We've never done business with Google before and I'm not sure how they found us, but they did. They're doing the same thing our sales and marketing people do each day -- trying to find solutions with new customers for the products they sell, especially when those products aren't selling as well as they'd like. So, please consider the following:

1. Giants like Google still have to be pro-active in their marketing approach. What about your business? The "I don't need to advertise" or "everybody knows me" routine some small businesses take is a fading myth they're selling themselves on, no one else. The market is full of messages -- you'd better shout yours out, too.

2. Traditional approaches -- getting on the phone and calling people you've never talked to before (you know, cold calls) still are necessary and still work when you do enough of it consistently. Advertising consistently makes those efforts a little less cold, and a lot more successful.

3. Turn over new rocks to find new business. Times are still challenging for most businesses. We've never considered Google advertising, but we are now. Take a different tack to try to stir the pot: consider a medium you haven't tried before or do something a little unusual with your message. Advertise in new areas or to new demographics that might spark new sales for you.

Sitting still and doing nothing leaves your market share exposed to those who are making the cold calls and spreading their word. Take a lesson from the big guys, the Googles, WalMarts, Fords and others of this world. Keep your message out there and make it easy for people to find you. We can help with that, by the way. Call us at 315-472-7825, e-mail us at info@scotsmanmediagroup.com  or visit us online at www.scotsmanonline.com . Thanks very much!