The Pocket Small Business Owner's Guide to Business Plans by Brian Hill Dee Power

Author:Brian Hill, Dee Power
Format: epub
Publisher: Allworth Press / Skyhorse Publishing, Inc. (Perseus)
Published: 2013-08-30T16:00:00+00:00

Chapter 9

IMPLEMENTATION OF

MARKETING MEDIA AND

METHODS

With your message clearly defined, now it’s time to decide on the media and methods you want to use to “get the word out” about your company to potential customers. Describe the specific tactics you intend to implement to attract customers. These tactics include advertising, utilizing the Internet, and offline promotions.

One of your strategies here must be to allocate time to research all the possible media you could use and obtain information about which will work the best for your particular company. Don’t just depend on the media you have always used in the past. Changes in information delivery technology open up new opportunities for small businesses to increase their market reach. In the late 1990s, many, many small businesses were slow to recognize the value of having a website but those that took advantage of the new technology gained a powerful and relatively low cost marketing tool.

Make it a priority to find out what media other companies in your industry are using and why. Also analyze what you have done in the past and how satisfied you were with the results.

When crafting your marketing plan, you don’t want it to sound generic. If you don’t list specific tactics, their cost, and date of implementation, there’s no way of knowing whether your company can afford to implement the strategies and you have no way of tracking how well any of them worked.

Avoid This Pothole: But the light is better here.

There’s an old joke that goes something like this: It’s a dark and stormy night. A man loses his watch. He starts frantically looking for it under a lamppost. A passerby stops to help him. Eventually the stranger asks him if he’s sure this is where he lost the watch. The man says no, actually it was around the corner, but the light is so much better here, this is where I thought I’d look for it. What does this have to do with business? Market where your customers are, not where you get the cheapest rates. You may be attracted by the low ad rate on TV at 4 AM on Sunday, but most of your customers won’t have their televisions turned on.

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