1) Q: I have a lot of marketing ideas, but never have time to act on them. Where do I begin?

A: Before you start putting any idea in motion, it’s important to sit down and make a short road map of your marketing plan. Write down the items you know you need to do first. Create a list of bullet points or write them on index cards. Then start setting up a time frames for each item. Ask yourself “How long will this take? What do I have to do in order to get it done?” Be sure to plan a budget for your ideas and keep track of how much you are going to spend on each item. IMS offers short term and long term strategic marketing plans customized to meet your needs. Strategic Marketing >>

2) Q: How can I determine who my real customers are?

A: This is vital to the future of your business. Take the time to do the research and evaluate your market place. This includes due diligence and a detailed understanding of demographics. IMS will provide all the necessary research to help you zero in on your customer base.

3) Q: How do I get the word out without spending a fortune?

A: Here is where you need to package your business in a professional, impacting manor that presents a strong graphic identity. IMS can help Once you have your tools together its time to hit the road with trade shows, networking, referrals, web links and more. Show everyone that you have arrived. Take advantage of your own networks and those of your friends and business associates. Websites >>

4) Q: What’s the difference between marketing and PR?

A: Marketing includes all of the strategies and tactics to build your tools and resources. It includes your print image, web site and the way that you combine all the components in order to maximize your results. Marketing plans often have a budgetary impact. Public relations is the ability to generate a buzz about your business through media coverage, community outreach, printed or published articles and more. Public Relations >>

5) Q: What’s a direct mail campaign?

A: There are many ways to reach your market place these days. One tried and still-true method is direct mail. Although buying or trading for mailing lists has a less desirable return then using your own developed list, the return can still range from 2-20 percent in responses leading to sales. The benefit of direct mail is that : 1) You don’t need to ask permission to mail someone a card or letter, 2) You can select your target market based on numerous levels of information and narrow down the recipient as a prospective client. Marketing material for direct mail can range from postcards to brochures and letters or even specialty gift items.

For nonprofits:

1) Q: Does our cause have the potential to raise money?

A: If it is worthwhile, it has the potential. The real question is “will people give?” The best way to figure this out is to design a feasibility study that incorporates a questionnaire. The questionnaire has a giving grid built in to it that includes various giving levels. While conducting a comprehensive survey, people are asked questions like “If you were to give something, what category would you likely be in?” Most people will give an honest sense of what they intend to do.

2) Q: How do we set up a fund raising campaign?

A: Fund raising is very involved and detailed. Basically, you first need a feasibility study, then a development committee and volunteers that are willing to support the effort by participating. From there you build a campaign cabinet, find a Campaign Chair and you are ready to start working on your case statement and plan. It is helpful to have a professional to guide you through this maze. Non-profit >>

3) Q: Can we project how much money can be raised for our organization?

A: During the initial feasibility study, you should establish a chart with ranges of giving levels. You may need to “ball park” some numbers. As you conduct your study, ask the participants questions like “Do you think nine people in this community will donate $15,000 over three years?” If the consensus is “yes” you have the potential to raise $135,000 already!!