A while back I was reading an article in Marketing Magazine and this term popped out at me. Surround sound marketing is pretty much what its name implies - getting your message to your market from many different directions - channels, as marketers like to call them. That could be through print, web, interactive media, blogs and podcasts, trade shows, web advertising, sponsorships, newsletters, endorsements... you get the idea.

Surround sound marketing is built on the premise that people in your market take in information in different ways at different times - different channels, as they call it. You want to be there when they are. Just like surround sound with your home theatre, the experience is better when it's all coming from many different directions. You feel like you are part of it.

"OK", you say, "sounds good in theory, but my marketing budget is not unlimited." (You do have a budget, don't you?) "I can't afford be everywhere all the time." Very true. So, the answer is you don't need to be everywhere all the time. Be selective - be discriminating. Also remember that some channels don't have to cost a lot.

Pick one new channel that you think would work. Spend some time deciding where your customers currently hang out (literally and figuratively) then choose the one that seems to be the best fit. If you don't know the answer, ask them. In the process they will probably appreciate the fact that you're paying them some attention. (Hey, that's a new channel right there! Good start!)

Once you've decided what you're going to do, put it into action. Don't skimp. If it's worth doing, it's worth doing well. Invest the necessary time, attention and resources to make it happen.

Remember, a test run is not just about trying it. You have to evaluate its effectiveness, otherwise you won't know if it is working. How do you test? Keep track of traffic on your web site and the number of new inquiries, for a start. Do the numbers change when you try out that something new? You can also ask for feedback. That would include questions like "How did you hear about us" when there's a new inquiry or "What do you think?" when you talk to clients. Sometimes the feedback will come in unsolicited. A client of mine once stopped sending out a newsletter, thinking it was of little value. It wasn't long before people were asking about her newsletter; they missed it and wanted it back.

How can you surround your market? There are lots of ways. Just give it a try. You could be pleasantly surprised.