tactical areas of the "marketing communications umbrella"
should be complementary and strategically integrated to
promote a consistent image.. and to stretch a budget.
“soft sell” of marketing intended to sell an
image — not a tangible product or service —
via high visibility projects that often capitalize on media
coverage and community service. The intent of many activities
in this arena is “good will.”
events or activities that require participation or involvement
of specific audiences. Some activities, such as seminars
or open houses, allow demonstration of a product or service
without actually being a sales pitch — others include
contests and purchase incentives.
& Referral Source Relations
customers and referral sources, and generating referrals
from them, is far less expensive than capturing new ones.
Activities should make them feel appreciated and maintain
your “share of mind.”
that is printed to project your image — from stationery
and signs to brochures and marketing
letters. In many cases, this is your only chance to make
a first impression.
advertising messages via print and broadcast. This can be
achieved through consumer-oriented media or through trade
publications that target potential referral sources.
personal selling, catalogs and a variety of other tangible
vehicles that are very pointed in their intent to sell a
product to directly service specific markets.
"Carolyn and Impact Marketing in 2005,
and her public relations and promotional expertise has been
integral to the success of Franchise & Business Law Group. She
and her team have developed and maintained our website, and
also have done a wonderful job helping to write and then facilitating placement of my articles in several Maryland business publications."
— David Cahn, Franchise & Business Law Group
"I did not think that I could afford such a beautiful website, and you have made it possible. You are such a driving force and visionary with such good ideas. You've enabled me to see how a more professional website will help my business. I sincerely appreciate your help so very much."
—Carolyn Hamilton, TimeOut Health Solutions