I recently was asked by a potential customer why my quote on a 2gig usb was more than a similar one they found at one of the big box stores. After a detailed explanation about the 'loss leader' effect, I did get the order. But I feel that a further explanation is needed.

Flash drives (usb drives) are perfect items for big chains to draw people into their stores. They use these items as 'loss leaders'. Simply put, a 'loss leader' is any item that a company will sell at or below cost to entice customers into their stores to gaze upon the real money makers, the big ticket items like LCD tvs or computers.

The store will take out huge ads, in print or on tv, that advertises flash drives at unbelievable prices. With the seed planted, customers flock to the stores to get in on the great deal, usually with a limit of 1-2 per customer. The big chains are hoping that while they are in the store, carefully placed plasmas and other electronics will speak to them and their wallets. This is a very inexpensive form of advertising for the company and in the end, they really don't 'take a loss' on their bottom line. And oh yeah, those deals on flash drives? No custom colours, no logos, no returns or no refunds.

So there really is no comparison to the flash drives you order from a promotional items distributor. Putting your logo on an item entails more than just the value of the item. It's the value of your brand.

According to Andre Ferris of Parmasters Canada 12 cents of every corporate dollar should be set aside for marketing. "This is an area that many businesses neglect. The old approach of shouting your message using a 'megaphone' just isn't as effective. Marketers have to be more savvy. Today's successful marketing campaigns invite potential customers to become more involved. Engagement is key and giving your customers a voice is powerful." Here are some tips on how to hit a marketing homerun and to generate new business in today's business culture.

1) Revamp your website. Make sure you website is not simply a static online brochure. Nothing will have customers fleeing your brand quicker than the perception of being stuck in the past. Your website must be both interactive and informative. Having white papers and free downloads about information and facts regarding your industry is an excellent start. Content-rich material will engage your visitors and keep them coming back for more. Remember, in this day in age, you are not just selling products, you are contributing to a marketplace of ideas. And consumers will reward your innovative approach.

2) Get blogging. The blogosphere is a vast and wonderful place. You and your brand need to be apart of this. Setting up a corporate blog, or individual blogs for your employees, is a valuable asset to your marketing strategy. This is where your customers, or more importantly potential customers, can interact directly with you and find out exactly what you are all about. 'Friends' are more likely to buy from you than complete strangers.

3) Press Release it. Press releases used to be the sole domain of the press. Not so anymore. There are many press release sites out there like www.prolog.org that are valuable assets to getting your message out. Press releases should be professionally written and polished before being submitted. It use to be that you would only send out press releases for big news. With these online press release sites becoming more and more of an online factor, press releases can be more frequent, detailing news about your company or brand that consumers will find engaging.

4) Go Viral. With over 2 billion videos being streamed daily on Youtube, having a channel on there is a must. Simply put, people love watching videos. With a little creativity and patience, you can build a nice little marketing campaign on Youtube and watch it go viral. For example, when two guys first filmed the 'Mentos in Diet Coke' experiment, the video went viral and was viewed by millions in a matter of days. Can you imagine the impact this had on the sale of Mentos and Diet Coke?

5) Be Sociable. Social media is a powerful marketing tool. Facebook and Twitter are vast platforms for your company and brand. The trick is to know how to use these tools, and others, to get your message out there. Books like 'The New Rules of Marketing and PR', authored by David Meerman Scott, can give you guidance on how social media campaigns can help you not only get your brand out there to billions, but to also monitor the social media channels available to see what consumers are saying about your brand. Monitoring and responding to consumers is almost as important as your brand. There are social media consulting companies out there than will not only set you up on social media platforms, they will create content-rich articles, monitor the social media universe and track your brand, and also keep you current with social media trends and best practices. A very valuable service indeed.