From $.12 each
From $.06 each
From $.28 each
From $.0225 each
Terry Doland, Owner
The end of an old year and the beginning of a new one often brings out the introspective side of businesses and organizations. It is a good time to review the results of the past year and plan for the year to come. And this kind of strategic planning naturally leads to developing the next year’s marketing plan.
Marketing refers to all the processes and activities associated with promoting the sale of products or services, with focus on acquiring new customers and satisfying existing ones. While marketing plans for medium and large businesses can be very formal and based on extensive research and analysis, most small businesses and organizations use a simpler approach that often is defined by the amount of resources – money and people – available to carry it out.
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The United States Small Business Administration (SBA) provides a comprehensive guide called Marketing Your Business for Success online at its web site. The top-level elements of the plan are:
Define your business, product or service, geo- graphic marketing area, competition, price, promotion methods (both yours and your competition’s), your business location or distribution method
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AIDA:an acronym for attention, interest, desire, action, the four steps first identified by to describe the steps of the selling process
B2B: an acronym for business-to-business; a description of the relationship of the business to the target audience
B2C: an acronym for business to consumer; a description of the relationship of the business to the target audience
Learn more marketing vocabulary words
One sure marketing budget killer is to unexpectedly run out of collateral material and lack the time to have it reprinted without rush charges. Here are some ideas to help you manage your inventory of marketing materials:
Learn more about printed marketing materials
I often mention in this column the importance of our top customers and the extra effort we put forth to be more than "just a printing company" to them. But what if your printing, copying and mailing projects are small and uncomplicated or don’t recur very often. What if what you really do need is "just a printing company"?
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Marketing to businesses requires patience and the ability to deal effectively with a variety of different people in the selling process.
The gatekeeper. The gatekeeper’s job is to control access. Be prepared with ways to convince the gatekeeper that controlling access to the person you want to reach is actually counterproductive.
Learn more on Sunnyvale B2B marketing