What do you need to put into the media arsenal?

A media arsenal is a set of tools that will be an aid in creating a marketing campaign. There are many tools that you can put into your tool chest and like any profession that builds and creates using tools; the result may range widely depending on the skill of the person using the tools. As a consultant you may be very good at using and creating from the tools you possess but if you feel inadequate, there are plenty of resources on the web and also plenty of designers in any city.

The following is a short list of some of the tools used in marketing campaigns:

• Advertising

• Alliance marketing

• Business Card Marketing

• Donations

• Email of Introduction

• Infomercials

• Letters of Introduction

• Letters to the Editor

• Newspaper Announcements

• Networking events

• POD casting

• Postcards

• Power Partners

• Press Releases

• Public Relations plan

• Referrals

• Speaking

• Sponsorships

• Streaming audio

• Teaching for Community Programs

• Television

• Trade shows

• Web based newsletter

• Webinars

• White papers

• Workshops

• Writing a column

This list is by no means exhaustive; it is a starting point for a good marketing campaign. There many other ways to market consulting services, the most common being word-of-mouth and the least popular is to cold call. These tools are best utilized in combinations and not as stand alone pieces. Any good marketing plan will use a variety of tools and track everything. At some point the tools that are not working as expected can be dropped and replaced by new tools.