Marketing is loosely defined as the process of communicating the value to your product or service to prospective clients. Marketing is perhaps one of the weaker links in a typical IFA's business in India. In an increasingly competitive market place, its not enough to be good - its becoming increasingly important to project your worth - loudly and clearly - so that investors who have multiple other choices, will notice you and give you a fair chance. If you are a good advisor as well as a savvy marketer, you have a much better chance of growing faster than someone who may be an equally good advisor, but who shuns marketing either as a waste of time or simply due to lack of familiarity. It is in this context that Vikash Agarwal of DNS Wealth, Rourkela - Odisha's largest IFA firm - decided to share his practical inputs into what IFAs need to do to hone their marketing skills and thus embark on a stronger growth path. Vikash not only shares 13 marketing ideas, but also how he is actually implementing some of these ideas in his firm. Read on to get a successful advisor's practical insights on how to sharpen your marketing skills and boost growth.

I strongly recommend that you develop a firm marketing plan before you begin your promotional activities. This is the short- or long-term effect that the tactic is designed to achieve. Once you have created your marketing plan and decided upon your objectives, you should then choose from among the appropriate tactics.

In alphabetical order, here are some objectives to consider:

* Awareness. This is the first step in bringing in new customers. The potential customer must know or be reminded of your existence, your location, your product or service, your price range, and what makes you different from the competition. We conduct Investor Awareness Programs & help people resolve their grievances regarding investments through our project "JAGO INVESTOR". (Click Here to know more about Jago Investor)

* Building a mailing list. This involves collecting the names and addresses of all customers who walk through your door. You will use this list time and again to implement many promotional activities. Do everything you can to collect this information, and maintain and update it continually. We mail our existing & prospective clients information & updates regarding products & country's economic activities.

* Community goodwill. This is the creation of a positive image of your business or organization in your community. No matter how large or small your business or organization may be, you put out an image that reflects on you positively or negatively. Promotions aimed at community involvement show your genuine caring and sharing. One can come up with social initiatives which are beneficial for society as well as investors. We have a social initiative "JAGO INVESTOR" to solve the grievances of any investor for any product which has helped us in building a positive image which show our genuine sharing & caring for the investors.

* Excitement. These are promotions that make you stand out from the crowd. Exciting promotions will create a loyal customer base. Our promotions includes Business Workshops for Business & New Entrepreneurs, Investor Loyalty Programs, Investor Picnic, Stalls at trade fairs etc.

* Frequency. These are promotions geared toward establishing your business as the place to go in your category. Bringing in new customers and keeping the old ones is important, but once you have gained customers' loyalty, the goal is to keep them coming back as often as possible.

* Generating PR. Public relations, also called publicity, is an effective and inexpensive way to get your message out by getting the media (radio, television, newspapers, magazines, Web sites) interested enough in what you are doing to tell their audiences about it. Once you've been noticed the first time, it becomes easier to get press attention for future promotions. We use the above media techniques to create awareness not for product but for a goal oriented investment.

* Generating traffic. These promotions are designed to attract people into your operation. People may be coming in simply to pick up an entry blank for a contest, but it's likely that they will make some purchase as a result, either then or later.

* Image. This involves the perception the public has of your business. Is it a fun place to take the kids, a special occasion destination, a place the community can count on for special events, a business that makes customers feel like family? The image you have established in the community should drive the promotions you choose. If you want to change your image, choosing the proper promotions can make it easy.

* Increasing sales. These are promotions that are designed specifically to build a higher check (and a higher profit) per customer through the suggestive selling of add-ons or selling up to higher-priced products or services. We conduct a monthly program "MILAAP" between different segments of our clients to discuss their experience on the product in which they have invested to check the awaress & level of satisfaction of our clients. In this investor is also allowed to accompany with one of their friends or relatives which work as a great referral activity.

* Keeping staff busy. These are promotions that are designed to help you face slow periods. They keep your staff busy and build business during down times. Most important, they prevent you from having to lay off employees. The knowledge that you are working to help your staff keep their jobs will create staff loyalty and goodwill.

* Promoting activity during slow periods. These promotions are different from those described under "Keeping staff busy" in that they aim to build your normal and usual business during off times rather than to expand your activities and services. They can also keep your staff busy! We sponsor the birthday & other family events of our employees.

* Staff incentives. The attitudes and actions of your employees will be the first (and possibly last) impression that customers get. A harmonious, exciting, and pleasant working environment, in which individuals' needs are paramount, will keep your business running smoothly and leave you and your management with time to implement other promotional activities. Apart from monetary benefit, our staff is being motivated to go to the rural areas & teach them the benefits of investing.

* Stimulating trial. These promotions are designed to get people to try you out. Customers who already know about you may not have been motivated to try you. Promotions that are designed to stimulate trial offer something that is special enough to give potential customers the push they need. We believe that people fear to invest only because of lack of trust & the other reason is they don't feel that his Financial Planner will be able to sort out the problems with his prior investments which the client has made. If we can take control of his trust & solve his problems then he becomes your loyal client.