Michael Masterson and MaryEllen Tribby's New Multi-Channel Marketing Book, Changing the Channel: 12 Easy Ways To Make Millions For Your Business, Hit Bookstores Today Nationwide and Offers Powerful Solutions For Generating Sales (And Leads!) During Economic Downturns

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As the economy settles into what will most likely be a prolonged slowdown, businesses of all sizes are tightening their spending. But putting your marketing budget on the chopping block is a big mistake warn authors Michael Masterson and MaryEllen Tribby.

Multi-channel marketing offers customers more than one way to buy from you.

These days, America is awash in anxious businesspeople. Leaders of many companies -- both large corporations and small Mom & Pop shops -- are likely wondering whether they can survive the downturned economy (to say nothing of thriving), all while being hit with decreased revenues and having to dramatically cut advertising and marketing budgets. But Michael Masterson and MaryEllen Tribby have good news for those that want to not only make it … but thrive and prosper through the economic slump.

"Companies should actually be marketing far and wide during a downturn," says Tribby, coauthor along with Masterson of Changing the Channel: 12 Easy Ways to Make Millions for Your Business (Wiley, October 2008, ISBN: 978-0-470-37502-0, $24.95). "There are still motivated, financially capable consumers out there who are prepared to buy, but you must make sure they know about your products or services. The best way to do that is by aggressively reaching out to them through many different marketing channels. And the great thing is that you can do it with a depleted marketing budget if you have to."

With their new book, Tribby and Masterson set out to teach owners and employees of businesses of all shapes and sizes how to cultivate the 21st century marketing landscape. The trick? Multi-channel marketing --combining new concepts, such as search engine marketing and social media, with tried and true methods such as direct print advertising and public relations --to reach a wider customer base, build customer loyalty, and increase sales.

Here are 7 proven tactics to grow your business on a tight budget:

1. Choose efforts that help you pick the low-hanging fruit. Never forget to market most often and most strongly to those loyal customers who buy almost any product you offer them. Direct e-mail, well-written and based on compelling offers, is the key. It's easy to implement, and it is so cheap that you can communicate with your customers almost as much as you want.

2. Some forms of marketing don't cost you a dime. In addition to the affordability and ease of e-mail marketing, there are other low-to-no cost marketing channels such as online forums, message boards, blogs, video, music-sharing sites, social networks and comment sections on synergistic web sites. Use social media methods to stimulate conversation about you, your business, and/or your products by publishing special reports or covering news or sending out targeted surveys or questionnaires. The secret is to be genuine.

3. Find customers looking for you through search engine marketing (SEM). By getting your site to the top of the results page on one of the major search engines, you can count on targeted traffic that is looking for what you have to offer. Not only is SEM inexpensive and sometimes even free, it's invaluable in helping you find your ideal customers.

4. Want to drum up great PR? Get to know the media. Of the many channels of marketing, public relations is one that every business should embrace. That's because it is nearly free. The trick is creating successful stories. In order to do that you must know the media you want to reach and understand what kind of stories their consumers delight in.

5. Don't go it alone. Consider joint venture or affiliate relationship with other like-minded business. When a joint venture is executed properly, it doesn't subtract from a business, it adds to it. There are many ways to do joint ventures. The best JV opportunities are those that pair up businesses with asymmetrical resources and skills.

6. Learn the art of the Pay-per-Click ad. Pay-per-click ads are typically small and limited to about four lines of text--a headline, two lines of body copy, and your URL. The trick is to make the copy both crisp and compelling. Generally speaking, it's a good idea to create a URL that describes your product.

7. To save big bucks on print and radio ads, take the leftovers. Whenever possible, try to purchase remnant ad space. This is ad space that has not been sold to advertisers in time for deadline in print media or air-time in radio. It is also referred to as remainder advertising or last-minute advertising space. Buying remnant space can be a huge money saver for you.

"Once you strike the proper balance between old and new marketing methods, your business will flourish," promises Tribby. "Multi-channel marketing offers customers more than one way to buy from you."

"The best thing about multi-channel marketing is that it's trial-and-error friendly," says Tribby. "You can do many of these methods cheaply, quickly, and easily. This is great news for anxious business owners who are paralyzed by the fear of making an expensive mistake. So, get started now ... Your company--and your bank account--are sure to thank you!"

For more information visit http://www.changingthechannelbook.com/.

About Early To Rise
Early to Rise, founded by Michael Masterson, is an affiliate company of Agora Publishing. Headquartered in Delray Beach, Florida, Early to Rise is published 7-days a week and has more than 400,000 avid daily readers.

For press inquires, please contact Wendy Montes de Oca at 561-921-0001.

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