Plant Your Message With an Effective Marketing Strategy
Getting the message out about your business is very important; Not only getting out the message, but planting the right message in your customers’ minds. Whether your marketing budget is $5 or $5,000, this worksheet is designed to help you think through and develop an effective marketing strategy for your business.
1.  Investigate the Market


To know whether or not your product or service will sell you must research your market. 
   Below are some questions to consider in conducting market research:

  • Who are my customers?
  • Where are my customers?
  • What other choices do consumers have besides my product or service?
  • Why are they choosing the alternatives?
  • Why is my product/service better?
How is the competition reaching their customers?
How do I do that????

Pin down your customers with common methods for Market Research:

  • Conduct a survey
  • Hold a focus group
  • Ask existing customers (comment cards)
  • Internet: information on industry trends
  • Mystery shoppers
Demographic information
2. Develop your communication strategy

After you have done some research, review the good and the bad.  Be honest with yourself about the strengths and weaknesses of your product or service.  Make sure you have a clear understanding of your short and long term goals…then develop your strategy:
I will market  "my product" positioned   "this way"  to reach  "target audience"  offering  "these values"  
via "distribution channels"  at   "this price", overcoming my competition with  "these approaches".
3.  Use tools wisely
There are many tools to choose from when marketing your business.  Remember to stick to your strategy, and be sure that each investment is the best for achieving the goal stated above.  Here are some things to keep in mind as you develop your tools:
  • Make yourself accessible to the customer.  Always give contact information.
  • Tell the reader/listener/etc. What makes your product the one to purchase
  • Keep your message consistent
  • Be creative
  • Always mean business: present professional quality materials
  • Hire a professional to develop a campaign and tools if need
                (if your budget does not allow it, add it to next years’ budget)
Don’t Discount the Power of the Press!!!
Public relations tools are free and an effective way to get your message out without spending lots of money. Submit a news release to the local paper about your new product.  Develop a media kit to send to television stations about your unique service.  There is no guarantee that your spot will run, but a newsworthy event product stands a chance!
 
 
   
 
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