I recently interviewed marketing guru Kim T. Gordon. Gordon is the author of what I consider the best book on shoestring marketing that I have read (Maximum Marketing, Minimum Dollars). She is also the president of National Marketing Federation, Inc., and provides marketing consultation for businesses.
Gordon told me she’s been in marketing for 30 years. She spent 10 years working for agencies, then moved into the client side. She started marketing consultation in the 1980s, and in 1991, founded National Marketing Federation, Inc. Additionally, she writes the marketing column for Entrepreneur Magazine! Very impressive accolades!
I asked Gordon what her top three picks were for interactive marketing techniques. Here are her favorites.
1. Email. Gordon says email is the lowest cost, highest ROI tool out there. She says that it’s important to create your own database from people who are open to receiving emails from you, rather than buying lists.
2. Webinars. She cautions against charging for webinars, and instead suggests securing sponsorship for the event and then giving it free. “I’ve tested it both ways,” says Gordon.
3. Teleseminars. She explained that hosting conferences on topics that help people learn can give you and your business great exposure. This is especially good for service-based companies.
Gordon stresses that since people are so time-strapped today, it’s important to reach people in ways that are effective. Since we all multitask, advertisers should strive to claim top of mind and reach consumers in the media they are giving the most attention to. She says it is important to have the message in the right context.Ã¢â‚¬
She also notes the shift away from old-fashioned image advertising. Anything that lives in a vacuum, she explains, isn’t an integrative, effective marketing campaign. You have to have a well-rounded group of tactics.
Spoken like an expert! Gordon has a wealth of articles on marketing available on her website. She’s definitely my source for marketing information!