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Expert: Shasta McLaughlin - 9/29/2008
Question
I have started a new company called Phelonious Lyfestyles. We are starting to do real good in our imediate area by word of mouth but I am looking for some national publicity. Besides advertising, what are some other options on getting my product out there nationally?
Sincerely, Mark Wirth
Answer
Mark,
First of all advertising is just one part of Marketing. It is important for you to devise a Marketing Plan for your business.
Step 1: Know who your customers are, their ages, level of education, level of income, area(s) of residence, if they have children, and exactly what they are looking for in your product. You need to know as much about your customer and what they want as you can possibly know.
You don't want to waste money advertising/marketing to people who are highly unlikely to buy your product. The more you know about them the more targeted your advertising/marketing becomes and the less money you waste trying to sell to everyone else.
Step 2: Set some goals. What do you want from this company? Where do you want it to go in the next 6 months, 1 year, 3 years, 5 years.
Step 3: Know your budget. You can't spend more than you have or are making.
Step 4: Think about what things you can do to reach your goals using the budget that you have set aside.
This can include:
-attending art and craft shows, fairs, festivals, trade shows
-sending out postcards, fliers, mailings, product care sheets
-giving workshops, birthday parties, lectures, classes
-asking current customers for referrals
-handing out business cards to everyone you talk to
-networking with companies with complimentary products or services
-creating a website
-donating to your community, local and national charities, etc.
-sponsoring a contest or event
Really this can be any thing and every thing you do that raises awareness about your product and presents a positive opinion about your company.
Step 5: Know the benefits of your product. This is very important. Many companies emphasize the features of their product. What your customer wants to know is how the product will benefit them. What does you product do for the customer?
The most often used benefits include saving time and money.
Step 6: Implement the strategies that will help you reach your goals. Don't try to do them all at once. Instead work on one or two at a time and build on them to continue reaching those goals.
Emphasize the benefits of your product on everything!
Step 7: Review and revise the plan as things change for the better or for the worse. Things like the "failing" economy may affect your plans and should encourage more aggressive marketing plans rather than back pedaling. While other businesses faint and fail yours' will flourish and grow.
This includes checking to see if your marketing has been effective and dropping those things that aren't very effective and pursuing those that are more effective full force.
For more information on making your business more profitable visit my blog at http://extravaganzacrafts.com/Blogs.
Have a profitable year,
Shasta
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