Marketing Advice/Direction Needed

Hey... I'm a workaholic... oh wait, thats not always a good thing. ;)

For creative marketing:

The Gym. Workaholics tend to workout in short burst and compress the workweek into maximum.

Convention Centers. There are alot of workaholics here. Tons of them. Huge market for busy people doing a lot of back-to-back stuff.

After hour daycare centers. Really busy workaholics use 3 to 8 PM after hour daycare centers. Most of them are dying for a way to have a relaxing weekend.

I don't think most workaholics and guys read local print newspapers (ie, Kirkland, Bellevue etc) anymore. So I wouldn't run print ads in local newspaper.

Where you want to go is online! Find out where your target audience go online to get their local news, events, entertainment, etc and develop marketing tactics to get your business/service in front of them. Biznik is an excellent start; browse through the events page. Local blogs like those from the Seattle PI Microsoft Blog & Venture Blog just to name a few (http://blog.seattlepi.nwsource.com/), local tech meetups/conferences/events, http://upcoming.yahoo.com, etc.

I can't say enough about getting online and even blogging. Maybe add a blog to your site that gives a tip for busy people. Don't give away all your secrets - just enough helpful and relevant tips to get them to contact you and hire you.

Hmm. Speaking of blogs, your biz sounds like something the sassy Lola should know about for her singles' blog "Singled Out" http://blog.seattlepi.nwsource.com/singleout/index.asp

Here's a link to Lola Rogers Biznik profile.

Hi I am a Microsoft System Adiministrator Engineer.If you offer me a suitable job I am ready to work in your organization.

Regards Antony Fernandez

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Becky,

I wouldn't steer completely away from newsprint or their online companion sites. I have run successful ad campaigns for clients in the Stranger (newsprint and online) as well as the Seattle Times (newsprint). For your business, I would not recommend the Times, but dependent on target market specifics, desired hits, and budget, the Stranger could be a great fit. They offer free online impressions as a companion to their newsprint ads.

Regardless of which road you take between print and online, it is a good idea to draw up a comprehensive 6 to 12-month plan prior to making any buys.

Best, Kelly

You could try a few low cost ads in club and organization newsletters. Do more if the results are good.

Which reminds me of Biznik member Darrell Kirk who publishes Coffee News: www.coffeenewsseattle.com.

It's a great little local rag and I know a number of people have advertised in it. All ads are either 3"x2" or 3"x4", and it's exteremly affordable.

If you're interested, there's also an interview with Darrell Kirk that Dan wrote for the Biznik blog.

I agree that posting on gym boards would be useful. I have usually found that tear-off tabs about the size of a business card with all your contact information including a web site work well(some type A's need to be visually convinced).

You can download several flyer templates with space for tear-offs at Microsoft Office at http://office.microsoft.com/en-us/templates/results.aspx?qu=tear-off+tabs&av=TPL000. I am presumming that you are using the Evil Empire's (TM) software, smile.

If I were to use print ads, I would use the Puget Sound Business Journal, Seattle Business, and Daily Journal of Commerce in that order and maybe Seattle Magazine, Seattle Metropolitan, and Colors Northwest. You want to ask yourself, what are the high energy achievers reading (if they do)?

I strongly recommend Craig's List at http://seattle.craigslist.org. I have gotten 95% of my business through it (the other 5% is from BizNik) but be upfront with your rates and expectations like being paid at the time of service.

Some good categories you might want to look at would be events, financial, household, small biz, and therapeautic to name a few in the services category as well as putting up a resume as some high energy business folks look there for help or might discover you while looking for a personal assistant.

You might also want to think about approaching organizations like Rotary, Lions, or your local Chamber of Commerce to be a speaker (as a former Rotary member, I remember that it was always a problem to find interesting speakers.) Most local (weekly) newspapers list their meetings.

Microsoft (and many other companies) have an internal e-mail newsletter. Perhaps you could ask a friend who works there to post something for you. I am not sure that flyers would work in that environment. It seems very email oriented. Or find out who edits the newsletter and offer to write something for them and repost it on your blog. Their Alumni Network http://www.msanet.org/ might also be a source of referrals as well.

Hmmm... Male workaholics who have trouble organising their lives!

I'd try a little networking with local house cleaners, ironing and dry cleaning services, florists, gift basket businesses (the quick fixes for forgotten dates etc) and fast food delivery people!

Flyers? some people love them others hate them. As your aiming for the workaholic type I'd be more inclined to having a great business card that creates interest.

Hope I've given you some more ideas on top of all the great tips you've been given so far.

One last thought, what about local sports clubs. I know down here in Australia all codes of sport tend to have teams for the "older" guys. Golf Courses too! It amazes me how long my hubby will stomp around chasing a little ball and then say he didn't have time to book a dinner! That's one I'm sure most golf partners don't appreciate...4-5 hours compared to a 4-5 minute phone call

Here are a few of my "two bits" of information:

1. Find the economic group with which you wish to mingle. No slam on the Stranger or the SeaTimes, but if you just advertise out to the masses, that may be who contacts you as well. If you advertise in publications or area that your target audience reads, that is far more targeted than buck-shot.

2. Consider schmoozing with The Receptionist in businesses where your clientele is likely to work and want to also work with you. For example, in the office I spend my time, the Receptionist knows everyone's business and even reminds them when they need to buy that special someone a bouquet of flowers or book the dinner, whatever. Might be a hook-up potential.

3. Who said it had to be targeted to men? Women are hugely overworked with children, elder parent and household responsibilities. By the time I get off work, I can't think straight let alone plan a weekend activity! Hey, where's that glass of wine I deserve?

4. Shoot me a PDF of your brochure, a biz card or three, something that I can hand out to folks here. Word of mouth is still the cheapest and most reliable...

Smiles, Auntie Rita! 206.720.7606

Beckie,

I took a look at your site -- what a wonderful idea for a service, and you seem abundantly qualified. You asked about "marketing" and "cost-effectively as possible", perhaps you should think about "publicity" and "free". You have a very newsworthy service and a great client list. If I were you, I would set my marketing budget at $0 and plan some free trips for a few prominent newspaper journalists and talkshow hosts. If you would like to develop this idea further give me a call ? Aaron.

Beckie,

This is exactly what I like seeing someone that is pursuing a 'niche' :-)

I think a couple of people hit upon this already. But, I think I'd step it up a notch and not do the 'typical' paper flyer.

Someone suggested a 'nice bizcard', I'd even suggest a killer 'post card' that can be left at the various physical locations that have been mentioned.

You can get GREAT 4 color, 2-sided postcards for 'really cheap' at Prints Made Easy (like $50 buck for 500 4" x 6" cards)...

Except, don't think in terms of a typical postcard (i.e. something you would mail out)... but rather treat these as a 2-sided mini-billboard. Use both sides to sell your services.

Speaking of which, if someone were interested in your services, how might they learn more about it? Are you going to send them to a website?

I have a ton of other ideas that I could share with you...if you'd like to chat more, let me know.

Hey Beckie,

Try offering a deal for clients who refer you to new clients (e.g. a free planning for every four clients you refer). Usually, workaholic guys know a lot of other workaholic guys.