- Improve your firm’s image
- Use PR & publicity effectively
- Learn the secrets of process marketing
- Get your share of federal and state government work
- Get results with direct mail
- Design press releases that work
- Improve your internal and client newsletters
- Make the most of your brochure
- Perfect proposals & qualification documents
- Get results from telemarketing
- Master presentations
- Conduct effective surveys
- Tap into the Internet
- Effectively manage your marketing professionals
Are you tired of wasting money on marketing efforts that just don’t work? Do your marketing materials—brochures, newsletters, proposals, presentations, telemarketing, direct mail, etc.—need a tune-up? Want to generate more new and repeat business? If you answered "yes" to any of these questions, you’re not alone. Marketing efforts in A/E/P and environmental firms often fail. But they don’t have to. There are proven techniques that we’ve seen work. That’s why we’re offering Marketing Nuts & Bolts: 330 Action Items for Managers of A/E/P & Environmental Consulting Firms—to help firm marketers promote their firm, improve the firm’s image, and as a result, bring in sales. For over 6 years, we’ve been publishing The Zweig Letter—the only weekly management advisor exclusively for the principals and managers of engineering, architecture, and environmental consulting firms. We’ve selected the best marketing articles from our archives and condensed them into easy-to-read bullet points. And each point contains a proven tactic that you can put to use at your firm. Marketing Nuts & Bolts: 330 Action Items for Managers of A/E/P & Environmental Consulting Firms is divided into two parts: Part 1 – Getting clients to come to you In every market sector served by A/E/P and environmental firms there is a single leader (or a few leaders) who understand the power they have by being positioned as the experts in serving that market. These firms have focused their entire organization around serving particular clients or groups of clients. They get lots of press coverage in publications their clients read. They do original research on these markets. They develop software programs or customized applications of other software that help them better serve this market. They have marketing materials that support the idea that they are, in fact, specialized. They provide specialized training that reinforces their unique understanding of their market. In Part 1 – Getting clients to come to you, you’ll find out how these leaders are producing marketing materials that get results. Topics include: "Secrets of process marketing," "PR & publicity tips," "Press releases that work," "Getting results with direct mail," "Improving your newsletter," "Making the most of your brochure," "Perfecting proposals & qualification documents," "Getting your share of government work," "Presentation pointers," "Conducting effective surveys," "Telemarketing tips," and "Tapping into the Internet." Part 2 – Getting clients to stay with you Anyone in the business of planning, architecture, land surveying, consulting engineering, or environmental consulting knows it’s tough. It’s hard enough just to survive, much less make money. You have to work hard every day to make your numbers and enhance your reputation. No one would disagree that in any professional service business, you must have a quality team—one that acts "professionally" to build a solid reputation among clients. Without such a reputation, chances are, you’ll have very little repeat business. And in a business where word-of-mouth is still the best marketing tool, you need to make sure your staff acts professionally with both new and repeat clients. In Part 2 – Getting clients to stay with you, you’ll learn how to manage your marketing professionals and make sure they’re keeping your clients satisfied. The titles include "Managing your marketing professionals," "Keeping clients happy," and "Checking client satisfaction." Now you can own the best marketing ideas for A/E/P and environmental firms found in Marketing Nuts & Bolts for only $39. You’ll be able to consult this handy reference whenever you face a marketing challenge. Are editors ignoring the press releases you send? Turn to #71–89 and discover ways to produce press releases that work. Spending too much on glossy newsletter that never result in client phone calls? Look up #113–135 to learn tips to help you improve your newsletter. Are your client presentations falling on deaf ears? Go to #167–193 and find specific presentation pointers. Whatever the marketing situation, Marketing Nuts & Bolts will be there to help guide you through it. We’re so confident in the advice given in Marketing Nuts & Bolts that we guarantee it. If you don’t find ideas you can use to help lead your firm, simply return the book and we’ll give you a full refund. No questions asked!
|
