Here are three top tips to complement Hotbed campaigns:
1. Be Bold.
Renowned American billionaire John D. Rockefeller once said “next to doing the right thing, the most important thing is to let people know you are doing the right thing.”
And now is definitely a time to brag. This economy demands you implement more aggressive promotions, initiating a strong discussion about what you truly offer business partners or job seekers.
Bottom line: Your life science offerings, management strengths and overall ventures have earned you bragging rights. Creative tools and promotions can help you share those successes!
“Good marketing is often unpredictable, and that's never been more important than now. Bombarded with as many as 5,000 messages per day, consumer attention spans are fleeting. And with every new ‘mind blowing’ special effect comes a little chip, chip, chipping away at society's ever dwindling sensitization,” according to industry forum MarketingProfs.com. “Big brands are run by people who are constantly in search of the people, things, and ideas that will make consumers demand their products.”
2. Why, You Ask?
We’ve all heard “you’ll never know unless you ask” phrased a hundred different ways, but perhaps famed U.S. businessman Bernard Baruch best summed up this idea’s importance when he said “millions saw the apple fall, but Newton was the one who asked why.”
And now that you’ve boldly captured your audiences’ attention, make sure you explain why you’re shouting. Jim Sterne, Chief Executive Officer of Target Marketing, said promotional mixes can do this and generate business through some well-planned audience participation.
“If you're thoughtful, your marketing message isn't just an ad,” Sterne recently told marketing magazine Promo. “It's a specific promotion that drives people to perform a specific task: to buy the shoes, to take the test drive, to sign up for the newsletter. You can measure the impact of your campaign based on that task, and that you can correlate one-to-one.”
3. Think Niche.
As businesses closely monitor spending, there’s less money and often less time to spend on promotions that don’t prominently tell others about their “right thing.” Here’s a third way you can stand out without striking out: Center consistent messaging within your own bio niche. Chances are these specific audiences are already ready to listen.
“Opportunity abounds online and there are still a ton of ways you can make money and build a powerhouse business. What I’m saying is that it’s just going to take a more concerted effort focused in on a specific subtopic,” said Gyutae Park, founder of Internet market resource WinningTheWeb.com. “In other words, the best online business building strategy right now is to go niche.
“For example, rather than compete with Zappos by selling every kind of shoe under the sun, focus on selling basketball sneakers to youth. You get the idea. It’s better to dominate a sub-niche than it is to play follow the leader in a competitive industry.”
Niche connects targeted messages with targeted recipients so promotions are an easier sell. And when it comes to maximizing recruitment, WEDDLE’s 2009 Survey of Recruiters & Job Seekers found the majority of job seekers are already looking for positions on niche job boards such as BioSpace.
(How’s that for a bold promotion!)
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