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64% Internet Marketing
Did you know that 64% of us would buy something if it were recommended to us by a friend? Let us place that number in perspective. If you were to create a banner ad campaign, only about 2 to 3% of the people who see your add would respond to it. If...
Learn Successful E-mail Marketing Tips
E-mail marketing campaigns can be integral parts of any organization's marketing strategy. That's because e-mail marketing can be a powerful tool for differentiating a brand, driving targeted traffic to a Web site, and increasing sales....
Marketing's Greatest Enemy
You work like crazy trying to attract attention and business, operating from a marketing calendar, committing to your strategy and doing everything right, resulting in an influx of customers -- but you lose them. They never come back. You did your...
The New Spiritual Marketing Explosion – Part I
1- Short Spiritual Preparation The Primary Principle of Life also applies to business. To 99% of humans, this principle still seems to be a complete unknown, and may be the main cause for their failure. However, if applied, one can get infused with...
Why Marketing In Magazines Is a Great Bang For Your Buck
Finding a great way to market that is surely going to bring in some profits from new customers is tough predicament. That's where marketing in magazines comes into play. Advertising in well known magazines has a lot of advantages. First, if people...
 
5 Steps to Targeting Your Marketing Message

In order to win at the game of business, a company needs a good plan. This can be done in-house, with a marketing consultant, or with a marketing firm. Here are five steps to developing and implementing a good marketing message:

1. Determine your company’s strengths and weaknesses.

Before you can tell others who you are and what you do, you need to know about yourself. Gather your employees together and brainstorm a list of your company’s strengths and weaknesses. Write everything down that is said and wait to evaluate it until you have exhausted all of the ideas.

Next, review each item on the list and decide if this is appropriate to be on the list, or if it can be eliminated. It’s likely you will find several that can be combined so that you end up with a relatively short list of strengths and weaknesses. You can also develop a short survey and ask your customers and vendors what they think your strengths and weaknesses are. Their answers may surprise you!

2. Research your target market/customer.

Next, analyze your sales from the past three years. What products or services are most profitable for you? Who are your customers? What can you conclude about your customers? What is similar about them? Based on your profitability evaluation, should you be targeting a certain type of customer, or changing your current strategies? How do these customers make their buying decisions? How can you influence those decisions?

Consider such things as:
· Location
· Size business (either sales dollars or number of employees)
· Industries ypes of businesses
· Type of ownership (sole proprietor, corporation, etc.)
· Who are the decision makers, influencers and gatekeepers?

3. Investigate your competitors.
Who are your main competitors? When you lose a sale, why does this happen? Which competitor generally makes the sale? What is better about your competitors’ products and services? Why do your prospects choose a competitor instead of you? What are the annual sales figures for your


competitors? What do they spend on their advertising and marketing efforts? (Your industry periodicals and associations can help you determine this.)

4. Differentiate yourself.

How are you better than your competitors? What is different about your company? Is your product or service a higher quality than your competitors’? Is it less expensive? Do you have better customer service? Does your product last longer? Require fewer repairs? Why do your customers choose you instead of your competitor?

What problems do you solve? Make a list of your product’s features and benefits. Are they different than those of your competitors?

Try to describe your business in one short and succinct “tagline,” or positioning statement. This should be a clear statement of what you do and what you stand for in no more than eight or ten words. Coca-Cola, for instance, says Coke is “The Real Thing.” Once you create this short positioning statement, create your 30-second sound bite, also known as your “elevator speech,” to use when you introduce yourself in public. This is also what you will use to help you focus your marketing efforts.

5. Create a marketing plan and execute it.

Now that you know who you are, who your competitors are and how you are better than them, you can create a roadmap to follow—a marketing plan for your company. Remember to include measurable short- and long-term goals, specific strategies, and appropriate tactics to reach your goals. Then, put your plan into action and evaluate the results, making adjustments as required.

(c) 2003 by Lois Carter Fay. All rights reserved.

About the Author

Lois Carter Fay, APR, is the owner of Strategic Business Partners, a marketing and PR consulting business, and the publisher of "MarketingIdeaShop BRAINY Tidbits," a F*REE weekly ezine featuring brainy ideas and resources for marketers and small businesses. Subscribe to BRAINY Tidbits today at http://www.marketingideashop.com and receive F*REE by email a handy list, "67 Ways to Promote Your Business."

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
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en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
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ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
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