Chapter 12: Getting the Word Out
(MAP "Marketing, Advertising, Promoting")
This book is designed for the basic start up entrepreneur and the seasoned one who needs to go back to basics. By reading this book and doing the exercises you will be well prepared to start, build, run and your business. This is only book one, more to follow!
Advertising, Marketing, Publicity, and Public Relations are equally important for your success.
For the purpose of this book I will only touch the surface of these subjects and refer to some of the guru’s and leave you wanting for the Number 2 Business Book!
The circus is coming to town and you paint a sign saying
“Circus Coming to the Fairground this Saturday,” that’s advertising.
If you put a sign on the back of an elephant and walk it into town, that’s promotion.
If the elephant walks through the mayor’s flower bed, that’s publicity
…and if you get the mayor to laugh about it,
That’s public relations
(Can you tell I like Elephants and the Circus?)
So you have done all the work in the book and now it’s time to reap the rewards for your efforts. Actually along the way you should have been reaping some financial rewards.
How do we increase your Net Worth? (Chapter Seven)
How are you going to grow and prosper? (Chapter Four, Chapter Six, Chapter Eight, Chapter Nine, Chapter Ten, Chapter Eleven)
Do you have a Marketing Budget (Chapter Seven) and if not why?
Okay if you don’t, don’t let yourself feel not good. Up to this point neither have I. That is one reason I am writing this book! I want you to succeed quicker than it has taken me.
If you are like most start up’s we start with the idea in mind go full speed ahead and then wonder why we aren’t getting any customers.
Did you think your friends were going to support you? Think again. They are usually the ones who are laughing at you and telling you not to do this. Get a JOB! You are Crazy! (Revisit Chapter Nine!)
Okay so we need to let the world know what we do and why we do it.
What are the benefits that you are offering (Back to Chapter Four)
Marketing a Business definition;
“Marketing is an objective discipline that involves the research, creation, pricing, testing, and distribution of a product or service. Marketing involves analyzing the competition by researching their pricing, products, where they sell, and age, race, gender, and other characteristics of their customers. A small business uses market research to test ideas and products on potential customers and to get feedback on the products or service. Market research also discovers what price consumers would pay for a proposed product or service, where they would purchase it, and how often they would use it.” (Samuel)
It is interesting that when I speak to Entrepreneurs and I ask the question, “What do you need the most for the success of your business” they invariably say “Marketing”.
Yet I am not quite sure that they really know what they mean when they say “marketing”.
If you have done the work in this book thus far you will have identified your “Ideal client”, you will have an understanding of your strengths, weaknesses, opportunities and threats (SWOT) and you will have a clear understanding of the needs of your “niche” and have a product or service that will satisfy that need.
So you have done your “marketing” and research. So now you want to “market your services” which is different than ‘marketing research’. The end results of all of your efforts are the actual marketing.
Going back to your Business Plan you should have a clear idea of your “mission statement” and be able to present it in what they call an elevator speech. Typically 30 seconds to get from the entrance to the floor, being able to present your message in a clear and concise manner, talking about the benefits so you are able to get the appointment and hopefully the sale.
So do you really want Marketing? Or is it Promotion? Branding? (or all three?)
Do you still need some clarity?
What is your niche? ______________________________________
Write your Elevator speech (Something you can say in one minute or less)
“Advertising is paying to get your message to potential customers. Unlike public relations, advertising lets you control your message. A classic advertising strategy includes demonstrating a need or a challenge to your potential customer; offering a solution to help fill that need or solve the problem; and showing how your product or service does that. Good advertising sells the benefits of a product or service, rather than simply discuss the product or service. Advertising a product that is overpriced or unavailable in stores doesn't make sense, nor does placing an ad for women's personal care products in a men's sports magazine. This is why marketing functions come first in the sales process. Advertising supports marketing and applies a specific message to specific audiences defined by market research as the best way to achieve success.” (Samuel)
What are some of the methods of Advertising?
Advertising, there are literally thousands of different ways for a business to get the message to the consumer. From something that was so simple as hieroglyphics on the cave walls, and papyrus by the Egyptians’ and the ruins in Pompeii to the vast ways we use today.
Knowing your ideal client and their methods of communication will be indicative of how you will reach them.
Today we have a vast array of choices. The Internet alone provides many of these, including branded viral videos, banners, advertorials, sponsored websites, branded chat rooms and so much more.
Going back to basics and understanding the purpose of advertising; getting your message to your target market, it can be simplified into the following methods.
Any advertisement that is in printed form; on paper, newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising.
Unconventional type of advertising has been popular in the last 20 years. A powerful type of advertising that gets the customer to interact with the advertising in some way. It doesn’t take a large budget, just the ability to be creative and think out of the box. Most Guerrilla Advertising spreads by social media or word of mouth. Another name for it is ambient media. (Lum 2013)
Up until recently television, and radio broadcast advertising has been the leader in reaching large numbers of consumers. Now many are using blogs, email broadcasts, pay per click, Facebook, google+, Pinterest and websites. The particular type of broadcast advertising you and your company will use will centered on your target market, age group etc. Be sure of your target market before you invest any money into the pay per click or ads.
Any advertising that occurs outside the home, also known as out-of-home (OOH) advertising includes yard signs, bill boards, car magnets, car wraps, graffiti to name a few. All help to create awareness and branding in your local market.
Public Service Advertising
“Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service.” (Samuel)
Product Placement Advertising
“In a nutshell, product placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement.” (Samuel)
Cell Phone & Mobile Advertising
A relatively new form of advertising, but one that's spreading rapidly, uses cell phones, iPads, Kindles, Nooks, and other portable electronic devices with Internet connectivity. Current trends in mobile advertising involve major use of social media such as Twitter and Facebook.
Online Advertising (aka Digital)
Any advertisement that you see while on the Internet (World Wide Web), is classified as online advertising. It is the advertising that pays for the social media sites such as Facebook.
“Promotions are events, activities, sponsorships, and contests that create and increase awareness of your product or service. Promotions differ from advertising because they are less educational in nature than traditional advertisements. Sponsoring a youth sports organization, giving away free samples at a mall, offering coupons in grocery stores, or promoting a sweepstakes or contest that bring customers to your website are all examples of promotions. Promotions should be geared toward the consumer demographic that your market research determined is your best potential customer.” (Samuel)
Branding is creating a consistent image for your company, products, and services. The key to success in branding is to communicate a consistent message to customers about your product or service in all of your advertising, promotions, and public relations. For example, a local pizzeria that wants to brand itself as the best Italian restaurant in town should not offer tacos or stir-fry on its menu. That dilutes its brand and confuses consumers as to what type of restaurant it really is. All small-business advertising and promotions should reinforce the brand. All literature; business cards, letter head, flyers, and web headliner should be consistent.
It's important for small businesses to evaluate the effectiveness of their marketing, advertising, and promotions on a regular basis. This ensures that your communications support the original marketing research and strategy. Audits of your advertising, public relations, and promotions may reveal flaws or incorrect assumptions in your original marketing plan. This is where a periodic consultation would be beneficial for your business. Taking inventory is essential to ensure success in your business. Do you have the same target market as you did six months ago? Are you reaching them the way they buy? Are your present methods of marketing effective?
Okay here we are at the last Chapter. I would like to congratulate you! This book is not for everyone. It is also more of a workbook to go back into and reflect even every six months would be good to reevaluate. A business that doesn’t take an inventory usually fails to.
My intent for this book is for you to gain clarity and direction. You should have a clear picture of where you are, and your gifts, talents and worth. It is not a Novel! It is a workbook and good to go back to periodically to see your growth, and to reinforce your desires.
I do know that being a solo-entrepreneur can be trying at times so the best advice is to keep networking. Get out and network locally, network on webinars and work with coaches.
I got real clarity and focus when I finally found a coach with my same values. Many have promised to deliver, but few actually do. I have been destined to be an entrepreneur from my first lemonade stand at 5 and my summer shows and events that I would put on as a child. I have always found it frustrating when I worked for someone because I have always been able to think out of the box. Unfortunately when you give ideas, suggestions, or comments on how a business could run better, your peers and superiors become threatened and react in strange ways.
If you have always been a little ingenious you will do much better as an entrepreneur than a typical worker bee.
There are many other things that can reinforce your goals and keep you on track.
One particular resource I have found useful is a Vision Board. Equally effective is doing this as a group, but not necessary.
Gather magazines, photos, markets, glue stick, stickers etc and either poster board or construction paper.
Using your list of Passions and/or Goals that you have identified through your work in this book, make piles of pictures that help you to identify your goals/passions and use one page per or if you are using poster board section it off to describe each one.
I have done both and find by using a 81/2 x 11 sheet of paper I can have each one around my desk easier than the large poster board (since I have limited wall space in my office). The main objective is to have your “vision” present as a reminder.
I did a booklet about twenty years ago and it wound up in a box of photos through my various moves. Interesting to look through it and realize how important some things were are no longer, and the other things like my “ideal relationship” was the key to my success.
Money was never my motivator. I have always been motivated by the heart. Once my heart was filled I was able to begin to receive the financial riches too.
As I start to come to a close it is my hope that you have found this book effective. My goal is to shorten your journey from idea to success. It took me 47 years to find my heart mate, 50 years to find a coach. We have many paths in this life time, and I believe it is all predetermined. I just need to show up and do the next right thing.
I would love to continue to share with you on your journey so please contact me either via email; firstname.lastname@example.org or phone: 321.258.5916. I welcome the opportunity to grow with you.
Another word of advice, Return to Chapter 1 this is a never ending journey.
Have fun building your Success!
You may purchase my book or any chapter.. This is a Workbook to be used over and over again! Happy Success
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