small business marketing

• -don't enlarge logo so it's the main focus
• -don't place your logo in text on you piece
• -don't use every font at your disposal
• -don't don't use color indiscriminately
• -don't be redundant
• -don't choose low quality or low resolustion photagraphy
• -don't fill up every inch of white space

it is important in creating a successful ad campaign

to find out where your target audience gets their information

listening, reading, online, viewing

a form of medium that communicates your marketing message with customers and prospects

• a single clear message- create a single stratiforward message that is simple and clear
• appeal to your audience- use emotional triggers, and relate trigger need to what you sell
• develop a consistent theme or style- brandname + regcognition+ trust
• credibility counts- back up your claims with facts and proof

because you only have one second to grab the reader's attention and want a powerful headline to pull the reader in

• - make a promise in your headline to stand out , promise should match business and objectives
• - testimonial headlines work best when accompanied by a photograph or illustration, tell their story
• - make your headline look like news to grab attention of readers and spike their interest

• 1st- negotiate for a second ad, same size and same issue
• 2nd- negotiate a specific position with in the magazine, preferable next to a regular column

a form of advertising that should compliment and enhance your other activities

• build awareness and brand your business
• become known as an expert in your industry and field
• introduce new or imporved products or services
• announce important company news

• showcase your customers and include stories in your newsletter
• feature news concerning your industry, joint ventures, mergers
• talk about company milestones such as years in business
• include some fun stuff, such as trivia, puzzles, crosswords
• special events and promotions
• have queston and answer interviews with experts in the industry
• include tips of the month, hot to articles

• volume discounts- negotiate a volume discount with a publisher, once you have identified and tested publication
• standby discounts- have a list of preferred publications that you like to advertise in, as well as a current ad ready to go
• rate protection- make sure to negotiate a price protection for print ads that will be running over the long term

• claims- make them believable and backed up with facts, either stats or testimonials
• action- are you asking reader to take action and buy
• headline- does it grab your attention- spend time developing a good headline
• copy- is it honest sincere? people do no want to be lied to
• tone and content- is the message exciting? while they may be accurate, is it boring or unintersting

• demonstrate- demonstrate the benefits of your products,don't tell them what it does show them
• keep your brand on screen at all times by making sure that you sign or banner with your business name or logo
• avoid typing your commercial in with a d current fad. stay fresh buy fad free

• keep your radio ads free of information about your company that is unlikely to be remembered
• skip all company puffery, stick to mentioning benefits
• use radio to support other marketing activities such as visit our website

a clever way to secure free meida attention and exposure for your business, products or services

• builds good reationships with company's public
• builds a good corporate image or good citizenship image
• creates a pull or awareness benefit
• aids in handling negative rumors

• What marketing objectives do you want to reach? can range from sales, sales leads. a well planned PR plan can help you achieve market objectives
• what audience do you want to reach? target audience, consider:demographics, geographic and benefits
• what media do you want to target? know target audience to identify and which media will help you reach target market
• what is your timeline for implementing your PR plan, or a particular segment of the plan? identify your timeline for each objective
• what is your PR program budget and from where will the money come? though publicity is free it can get costly in creating , maintaining, and growing PR program

• do it yourself option: create and maintain your own ongoing PR program and key campaigns
• - advantage:cheaper to just employ your self
• - disadvantage: can use up alot of energy that can be directed somewhere else
• intern option: hire a student from a local college or university to help creat and implement your public relations program
• - advantage: free hire
• - disadvantage: cover out of pocket expenses associated with their work
• freelance option: hire a freelance PR realtions consultant
• -advantage: less expensive than full service PR
• -disadvantage: not with a company, may be hard to find or questoinable with work
• agency option: hire an agency that specializes in creating, maintaining, and growing PR program
• -advantage: gain their knowledge and contact base
• - disadvantage: most agencies will not take on small jobs and make you sign long term contracts

• summary sheet: like a table of contents that tells the reader what is in the media kit. it includes: name, address, and other contact info
• press release: include a current and up to date press release
• review sheet: one page sheet tht lists the compelling reasons that a reader should give you media coverage
• company fact sheet: describes history of company and vision for future. describes any awards won
• bio sheet: list of key employees and managers with your org., their titles, education, specialties
• testimonials: include testimonials that you have received from clients.
• visuals: pictures, maps, charts, etc. leave no doubt as to what product/service is and how people benefit
• clippings: include past press or meida clippings tht featured your business,products/services

• get something in return- get a gift for making a donation
• promote your good deeds- let your customers know that you donate routinely
• donate resources-give charaties access to your resources as opposed to actual cash donations
• encourage your customers to donate-establish a system that enables your customers to donate to charity

• raises community awareness of your business, builds customer/employee loyalty
• build loyalty
• helps to stand out from competitors
• positions you as a good leader

• introducing a new product
• starting a new business
• celebrating an anniversary
• receiving an award
• launching a website
• annoucning a partnership
• sponsoring a workshop or seminar

a set of connection, net, associations, or group that works together as a unit or system

• power of one to one realtionship building, best and easiest way
• building a super powerful sales force of allicances
• build business alliance realtionship

because you never know where your next sale may come from, or who may refer it to you. it is a great way to seek new clients

make it a habit to be the first in, last out. arrive 20 minutes before function and after it ends. think of yourself as a host of the event and try to greet and speak to as m any people as possible before the event. "Early bird gets the worm"

because it is effective networking. it helps build the relationship so tht it will benefit both parties and also help build a strong realtionship

• make the contact
• follow up with new contact almost immediately
• staying in contact with your new alliance forever

• carry a good supply of business cards, brochures
• listen more than what you talk
• follow up immediately with all networking contacts
• have a mini sales pitch
• regulary ask clients for referrels
• provide incentives/gifts in exchange for referrels