If the target market for your product or service is other businesses, then your typical TV commercial or newspaper ad are clearly not the best advertising vehicles for you. Nonetheless, it’s vital that you keep your name in front of customers. The old adage, “Out of site, out of mind,” is true no matter what you’re selling.

What are some ways that businesses that sell to other businesses can introduce themselves to new customers and also remain prominent in the minds of their existing customers? Consider these marketing tools:

· Corporate image brochure—This type of collateral piece, also called a corporate capabilities brochure, gives an overview of your company’s history, mission, philosophy of doing business and capabilities.

· Corporate website—Much like a corporate image brochure, your website should give an overview of your company. However, your website can actually be far more comprehensive than the brochure. Use hyperlinks for detailed information. Also, include on your website e-versions of all the items below.

· Product brochures—Product brochures are much more focused than say corporate image brochures. They highlight the features and benefits of your products or a product line. Product brochures can be targeted at multiple groups of buyers or be market specific. That is, if you manufacture a laser that is used in medicine but also has potential uses for the military, it might be worth the time and expense to create individual product brochures for each market.

· Data sheets—Similar to product brochures, these highlight the features and benefits of specific products or a product line. They should also contain data that gives buyers the technical information they need to comparison shop.

· Press releases—Send announcements to trade journals that tout new products, new divisions, new employees, new contracts, etc. Unlike ads, press releases get published for FREE, and because they appear to the reader as editorial copy, not ads, they are more likely to be read and believed.

· Testimonials—Make it a point to get written testimonials from satisfied customers, particularly those with recognizeable names. If necessary, draft the testimonial yourself and submit it to the customer for approval. Most satisfied customers are glad to lend their name and support. Use these testimonials in your brochures and marketing letters and on your website.

· Case Studies—While testimonials are usually no more than a paragraph or two, case studies can be much more detailed. Essentially, they should tell of a customer’s problem and the solution your company designed. The more specifics you give, the more credibility the case study will hold. If possible, include actual quotes from the customer.

· Technical articles—If your company has come out with a new product, process or application, one that could have an impact on its industry, draft a technical article for publication in a trade journal. Most trade pubs encourage these types of submissions as long as they contain worthwhile information and don’t read like giant ads. When your article is published, make sure to order reprints (or use photocopies) to send it to prospects and customers.

· Newsletters—Send a newsletter to customers updating them on anything new at your company. Newsletters can be distributed through regular mail or, more cost effectively, via e-mail.

· Catalogs—Print a new catalog as often as is feasibly possible and give or mail to customers and prospects. You can also post your catalog online and allow customers to place their orders through your website.

· Presentations—Participate as a guest speaker or workshop leader in industry seminars that are relevant to your product or service. Develop an interesting, informative presentation, and the result will be qualified leads from members of your audience.

· Packaging—Include features on all packaging. If possible, list related products that might interest the customer.