Four Key Components for a Small Business Marketing Program Every marketing program contains four key components: Products and Services Promotion Distribution Pricing Products and Services: Product strategies may include concentrating on a narrow product line, developing a highly specialized product or service, or providing a product-service package containing unusually high-quality service. Promotion: Promotion strategies […]
Knowledge Base
The “Perfect” Website
A Cautionary Marketing Tale Our SBDC small business marketing case studies continues with, “I can’t start marketing; my website isn’t done yet.” Pleiades Publishing Services produced its first client-funded website in 1994. As wonderful as we thought that website was, and even knowing that our “First Paying Website Client” got his “First Client” directly from that […]
The Fearless Trade Show Warrior
A Cautionary Marketing Tale The Fearless Trade Show Warrior And the the Enchanted Perfect Sales Letter “The Industry trade show was really worth the expense, the customer response was great; but I can’t follow up on these leads yet because my sales letter isn’t ready.” OK this statement rates a double “WHAT??” I sometimes refer […]
The “Early and Often School of Marketing”
Have You Marketed Your Business Today? I wanted to stress the importance of doing some marketing immediately. Small business owners must market daily even if all the pieces of your marketing plan are not yet in “perfectly” place. Think Joe Vitale… he markets his books for pre-sale months before they are available at stores and […]
Internet Marketing — Establishing a Web Presence
Getting On Line When we started this marketing journey at the beginning of the month, we were discussing action steps — the need to take steps every day, even ‘baby steps’ to reach our business goals. For many of us, the need for the “perfect something” meant that “Nothing” went out the door. It is […]
Opt-In eMarketing
Overview of Opt-In eMarketing eMail marketing is one of the most effective ways to keep in touch with customers. It is generally cost-effective, and if done properly, can help build brand awareness and loyalty. At a typical cost of only a few cents per message, it’s a bargain compared to traditional direct mail at $1 […]
Marketing — Special Events and Outreach
Marketing Basics Special Events and Outreach Get a booth at a fair/trade show attended by your target market. Sponsor or host a special event or open house at your business location in cooperation with a local non-profit organization, such as a women’s business center. Describe how the organization helped you. Give a speech or volunteer […]
Customer Service and Customer Relations
Marketing — Review of the Basics Customer Service and Customer Relations Ask your clients to come back again. Return phone calls promptly. Set up an auto responder email system to easily respond to customer inquiries. Use voice mail system to catch after-hours phone calls. Include basic information in your outgoing messages such a business hours, […]
Market Mix: Pricing, Communications and Media Relations
Market Mix Pricing and Payment Analyze your fee structure; look for areas requiring modifications or adjustments. Establish a credit card payment option for clients. Give regular clients a discount. Learn to barter; offer discounts to members of certain clubs/professional groups/organizations in exchange for promotions in their publications. Give quick pay or cash discounts. […]
Marketing 101 —Review of the Basics
Marketing is all about satisfying customer needs The following represents a comprehensive list of marketing ideas; use it to help better understand customer needs and ways to satisfy those needs. General Thoughts Concerning Small Business Marketing Plans Never let a day pass without engaging in at least one marketing activity. Determine a percentage […]