Marketing stumped you?
It’s not uncommon for entrepreneurs to find the whole idea of marketing
intimidating. Even experienced business owners often feel that their marketing
efforts are not working.
Don’t let marketing intimidate you. In essence, it is not much more
that common sense – the key elements that make up your plan. add some
creativity. This is what you will use to implement your plan and make it
to work. That is the basis of marketing. Pretty simple once you break it down
down.
Let’s do a quick recap. There are some key questions you should
reply in advance.
1. Is there a market for your product/service?
If the answer is no, go back to the drawing board. Start again. Because
no matter how good you think your product is, if no one needs/wants/buys it, you don’t have a business.
2. Can you make a profit?
Have you done the numerical calculation to ensure profitability? if not, go
back and work your numbers. Find out how much you need to charge
Earn your profit on every item or service you sell. look what
the competition is charging. Being online, but not necessarily being the
the cheapest. Your products may command higher fees (better ingredients,
packaging, sexy sexy snob). Or you can choose to be the bass
price leader, but will need more volume than you would at the high level
final. In any case, do your homework.
3. Can you survive?
Do you have the resources to help you until your business starts?
to show a profit? Otherwise, you may need to keep your day job and do this.
initially part time.
Once you have answered these questions, you are ready to proceed.
The plan
You have determined that you have a product or service that is
merchantable. Now you need a plan.
Depending on your budget and/or experience level, it can be as simple
such as a Guerrilla Marketing Plan – or a more detailed plan prepared by
someone who specializes in this area.
Basically, your plan will cover the following:
o State your goal or objectives
o Definition of your target market
o An overview of the competition
o Defining your niche or what differentiates you from the competition
o Develop a strategy to achieve your goals
o Evaluate the various marketing tools and decide what you will use/
when
o Prepare a timeline with goals written on it.
o Review your budget
A detailed list, building on the above items, can be found at the end
of this article. You will see that most of these questions are actually based on
in common sense, nothing more.
Values
I was going to call this section “The Execution”, but decided I had a
negative ring to it.
Actually, this is where creativity comes into play. And this is where you
You may want to call in an outside resource (or two) to help you.
You can’t start a business without business cards and stationery (well
you can, but don’t). If your marketing plan requires a logo and identity
development – and you’re not creative – find yourself a designer.
Interview some independent designers to see if their style fits what you
you want for your identity – and also if their rates fit your budget. or you can
you want to find a design or marketing company that specializes in working with
smaller companies.
A marketing company will be able to help you with all of your marketing, not
just logo design and development, so it may make more sense.
Whichever route you decide to take, make sure you feel comfortable with
the people who will be running your business. If it doesn’t feel right, it’s
It’s not. Keep watching. There are plenty of companies and freelancers around.
Don’t settle.
Make sure your logo and business cards really reflect your company image.
unique identity. The goal is not to look like others.
promote, promote, promote
Networking is probably the entrepreneur’s most important marketing strategy.
tool. So get out there and network. Take your business cards (always!).
Join a networking group, or two or three. Join chambers of commerce.
Wait events. Find associations relevant to your industry. Make a
List all the places where your target market might be, and go there.
Where is your website?
Today, most companies have websites (mine is yet to come…). to website
can serve as an online brochure, an unfortunate fact for printing companies,
an advantage for small businesses with limited budgets. also gives you a
unlimited geographic reach and the ability to update 24/7.
If you opt for a website, make sure it presents the image you want to
your company. Unless you’re an expert in web design, get a
professional to handle this. Nothing will send to potential customers
running as fast as a bad website. Think about what you do when
you are on the internet
Your website must be:
or well designed
o Clean and tidy (i.e. easy on the flash if you must include it)
o Easy to use: easy to navigate, fast to download (not everyone has a dsl line)
o Well written (written for the web, not for print, and no typos)
o Informational and/or newsworthy
You want visitors to bookmark your site and return often
o Optimized for search engines
Most of your visitors will come from search engines or links:
Your pages need to be planned for search engines to find.
It can be helpful to put together a list of sites you’ve been to and really like.
Use them as a template for your own website and don’t get sidetracked.
followed by a lot of irrelevant ostentation. In fact, you may want to also compile a
list of sites you don’t like. Show them to her web developer so she can
understand what you want.
What about traditional marketing collateral?
brochures
Ideally, you should have printed marketing material and a website.
Your printed brochure is used as “leave behind” or mail. take it when
make sales calls or attend events. Mail it with cover letters to
potential customers. Ask your colleagues to distribute them along with their
marketing elements.
But if you can only do one, go for the website. whatever you do, do it
Make sure everything with your company name on it is well designed and
well written.
Direct mail
Along with networking, direct mail is one of the most effective and affordable methods.
marketing tools in the small business marketing toolbox. it is not only
highly targeted, but affordable enough to allow
promotion.
Use direct mail to:
o Introduction of new products or services.
or special offers
or sale announcements
o Drive traffic to your website
In addition to traditional direct mail, look at direct email. Recent
studies show it’s poised to overtake direct for most corporate America.
Newsletters or sales letters, particularly created in html, can be a
extremely effective way to keep in touch with existing and/or potential
customers. Just be sure to include “opt out” at the bottom to
people who don’t want to be on your email list.
Other marketing tools
For the sake of time and brevity, let’s list some other marketing tools
you may want to consider when planning your assault:
or advertising
public relations
or talks
or trade fairs
or newsletters
frills
or cousins
door hangers
Depending on your product or service, the list is quite extensive.
Fortunately, it’s just a buffet that you can choose from.
Evaluate everything and decide what will work best within your budget.
Try and try some more. If one tool doesn’t work, try another.
And don’t expect to get a hit the first time. May – may not.
Like all good things, building (or growing) a business is a process. Tea
The dot-com bust should have taught us all that overnight successes are not
necessarily durable. The goal is to reach your key audience as
in the most effective and efficient way possible. And to grow a successful (ie.
profitable business.
Copyright © 2002 Rickey Gold and Associates
About The Author
