Small Budget, Big Impact: Do-It-Yourself Marketing
This past teleclass was recorded and transcribed for your convenience. Listen to the recorded audio or read the written transcript:
You don't need to invest in a million-dollar advertising campaign to grow business amoung current and potential clients. Instead, establish a prominent industry presence by tapping unique and do-it-yourself communiation channels to elevate your company message without breaking your budget.
During this class, you will learn new and effective marketing tactics applicable across multiple industries. Hear from a renowned small-business and marketing expert celebrated for writing several best-selling books on the subject. With a realistic and specific marketing strategy in place, even a growing business with limited resources will hit and surpass its business goals.
Barbara Findlay Schenck is a business and marketing strategist with more than 20 years experience helping companies shape their brands, messages and marketing plans. She co-founded an advertising agency in Oregon that ranked as one of the Northwest's Top 15 at the time of sale in 1995.
Findlay Schenck develops marketing courses for the Microsoft Small Business Relationship Program and is the author of Small Business Marketing for Dummies, which BusinessWeek praised for presenting, "marketing issues as real-world problems with real-world solutions." She is also the co-author of Business Plans Kit for Dummies. Currently, she is writing Branding for Dummies, which is scheduled for release in fall 2006.
- For more information on Small Business Marketing for Dummies, please visit http://www.dummies.com/WileyCDA/DummiesTitle/productCd-0764578391.html.
- For more information on Business Plans Kit for Dummies, please visit http://www.dummies.com/WileyCDA/DummiesTitle/productCd-0764597949.html
Questions for growing businesses to ask and answer before preparing any marketing communication
Q: Who is your target prospect?
A: In a sentence or two define who this marketing effort is will reach. Your answer will focus not only the way you craft your message, but also the media you use to deliver the message.
Q: What does your prospect currently know or think about you or your product or service?
A: Does your current prospect lack knowledge about you, in which case you need to establish awareness? Does your prospect hold positive perceptions that you're trying to reinforce? Does your prospect hold inaccurate perceptions that you're trying to change? Based on your answer you'll be in a good position to know how to move prospect mindsets from where they are to where you want them to be.
Q: What do you want your target prospect to think - and do?
A: In other words, what is the desired outcome of this communication effort? Do you want people to call for an appointment, ask for a free estimate, visit a Web site for an online demonstration, attend an event or promotion, make a first-time trial purchase? Each communication effort can only accomplish so much. Know the single action you want to achieve before crafting and delivering your message.
Q: Why should the target prospect take the action you suggest?
A: Know how your offer is different and better than other offers available to the prospect, and be ready to communicate the unique set of benefits that the prospect will receive only by working with you.
Q: What information do you need to convey in this communication?
A: Too often, messages get cluttered with unnecessary facts, features, background, and information that sidetracks rather than focuses the prospect on the point you're trying to make and the action you're trying to achieve. Make a list of the things that absolutely must be included and then stick to that list.
Q: How will you evaluate this effort?
A: State what you expect this effort to accomplish so that it can be designed to accomplish its aim. For instance, if you want phone calls or site visits, give people a reason and clear instructions for reaching you by phone or online. If you want to schedule an meeting, give the prospect a compelling reason to want to see you, and an easy way to make the appointment.
Q: What is your timeline and budget?
A: If you want it done on time and on budget, set a timeline and a budget in advance. If you don't, the date will slide and the costs will mount.