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By Rodney Overton

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Obtaining free publicity Will the local paper give you a free plug, based on your uniqueness? Will radio talk shows give you a spot to talk about your product? Talk to special interest groups and meetings Will your product lend itself to a shopping centre display? Can you display your product at trade fairs in conjunction with.....? Can you establish strategic alliances to assist promotion of your.......? And, articulate your vision - constantly! VALUE ADDING What can you do to add extra sales value (value adding) to your new product.

Next time you visit a supermarket or department store look out for representatives making brand name displays, replacing damaged stock and generally promoting their brand and doing work to save the store time and make money for both parties. Most stores recognise that the supplier has more interest in their product than the store ever will, and gives them a reasonably free hand. DEVELOPMENT OF A BRAND NAME A brand name is usually reinforced by a strong design identity which is applied to all the visual elements.

Outlining experience, skills, qualifications, products, service, warranty, specialities, features, benefits, etc. When a customer opens a letter or receives promotional literature from your company: • Is it well presented? • On quality paper? • Well printed? • Present your company and products in its best light? When a customer receives an invoice from your company: • Is it easy and inviting to read and easy to understand? • Does it stand out from the flood of other invoices? • Does its appearance encourage the customer to pay the invoice?

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