Are you thinking about expanding your product line into national distribution? Have local and regional sales been good? Do you wonder whether you should push back the fears and go for it? Maybe you’re worried that your company doesn’t have the proper image for the big time? Here are some great ideas to get you started. More can be found on our FREE website at www.tulenko.com.

IMAGE IS EVERYTHING
In order for customers to buy your product or service, your offering must be something that is either wanted or needed, attractively presented, priced right, and available. Your product may fit all these criteria, but before you jump into the majors, take a close look at the image you will be presenting to national buyers. I’m talking about your name, logo, calling card, letterhead, location, product, packaging, promotional material, advertising, point-of-sale displays, web sites, telephone manners, and all of the many ways you greet your customers. All are part of your image.

At the same time, you are going to need help! Before you hire that expensive PR person, Marketer, Accountant, Attorney, or Mentor; check them out using the guidelines in the ‘More Success Tips’ section of our web site. Competent assistance doesn’t come cheap, so you need to make sure you have the best for your buck. With that accomplished, let's look at a few places to begin the search to develop a fantastic image that will grow our business.

FOCUS GROUPS
Whatever you do, whatever you come up with, don’t do it until you have passed your thoughts through a focus group. You may have the greatest idea since sliced bread, but a properly structured and properly run focus group will tell you what OTHERS think; and that’s far more important. If you’ve never set-up a focus group, send $5 to Paul Tulenko at 2320 LaVista Court NW, Albuquerque, NM and ask for the Focus Group Micro Book.

NAME
Your company name is one of the two most important parts of your image, the other being your logo. If you are currently using a cute, complicated, or abstract name, seriously consider changing. The best names are those that accurately portray the personality and function of your company. A name should be relatively easy to pronounce, pleasing to the ear, easy to remember, and attractive. If you plan to market your product or service overseas you also might wish to make sure your name translates well. Personal names can be used, but they are not easily transferable into other product areas, a factor to keep in mind as you expand.

LOGO
The second most important part of your image is your logo. Once you identify a representative logo, you should use it in all of your marketing and advertising activities. Use it on all packaging materials, advertising, letterheads, calling cards, invoices and other media. Use the logo as the image of your firm for all customer contacts. A logo presents to your customer a visual image of your company, your name, and your product or service. A good logo attracts attention, builds recognition, is easy to reproduce in media advertising, is unique in design, and reinforces your company's image.

PROMOTION
Promotion is the catch-all name we use to cover all material presented to the public which is designed to support sales. Promotion material includes brochures, mailers, hand-outs, catalogues and catalogue pages, display stands, posters, coupons, media advertising, web pages, trade show booths, and all other similar items. Printed material should always be top quality four or full color material printed on high quality coated paper. First impressions are important, and since you only get one opportunity to make a first impression, do it right! Make sure your material is tasteful, accurate, and designed with customer's wants and needs in mind.

MARKETING
Marketing is sales. Don’t let anyone kid you that the job of advertising and promoting your firm belongs to marketing. Marketing depends on advertising and promotions to put your name out there, but it is the task of your marketing department to actually make the sale. Hire the best you can find, train them extensively in your product line, teach them to respect your customers, and you will win!

(NOTE TO EDITORS: PLEASE INCLUDE THE FOLLOWING.)
Paul Tulenko is a Small Business Success Consultant based in New Mexico. Additional tips and suggestions are available at www.tulenko.com or call (toll-free) 1-866-TULENKO.