Implement a Marketing Program
Marketing is the key to success for any business. You can have the best product or service in the world, but if your customers don’t know about it, you are sure to fail. Likewise, you can propose only a mediocre offering, but if your marketing program is strong and on target, your cash register will ring all day long.
Instructions
1. Identify your market. Who will buy your product or service? Define their age groups, income groups, geographical locations and other key demographics. Attempting to sell to the wrong group of people is a huge waste of time and money.
2. Research your competitors. Thoroughly immerse yourself in all of their marketing materials. Look at both the successful and unsuccessful marketing campaigns of your competitors. Analyze price, service and customer benefits.
3. Identify your competitive edge. What is it that you do better than your competition? Identify your company’s strengths, and promote them. But remember, it’s only a strength if your potential customers believe it to be so.
4. Select your message. You must send a clear and focused message that easily illustrates the benefits your customer will receive by doing business with your company. And of course, clearly ask for what you want the customer to do. Your call to action must be specific and easy to follow.
5. Establish your budget. Refer to your marketing plan and financials to identify your ROI expectations and available funds for marketing.
6. Select your media channel. You have many choices: radio, TV, print, direct mail, telemarketing, email, Internet, sponsorships, co-marketing and many more. Use your customer demographic, budget and established competitive edge to help you select your most appropriate media channel.
7. Prepare for response. The best marketing campaign in the world is useless if you can’t keep up with customer response. Make sure you have adequate resources available to satisfy your clients’ requests.
8. Initiate your campaign. Now you’re ready to send your message to all of your potential customers. Make sure you track and analyze your results. This will give you clues on adjust your marketing program to maximize results.
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