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Hello Marketer,
No matter what the size of our business, effective marketing and promotion is an integral part of achieving maximum growth and profitability. For the same reason that it’s necessary for an entrepreneur to have a basic working knowledge of accounting, personnel matters, stock control and administration procedures, so should there be some understanding of how best to promote our business.
Yet, most medium or small business face some common challenges when it comes to marketing:
- A limited choice in media that can be used to reach our trading areas in a cost-effective manner.
- Lack of expertise in the promotional field. Too often we are reliant on the advice offered by those selling advertising space. Or, we depend solely on our gut feel.
- The size of our business makes it impractical to employ someone with the necessary expertise, or it is simply not viable when considering the nature of our business or the scope of the market in which we operate.
- The majority of textbooks (and other resources) available for guidance are too theoretical or complex for our needs, or else are too specific (dealing with internet marketing alone, for example).
- Budgets, if they exist at all, are small. Yet they must achieve the same spread of promotional activities (albeit on a smaller scale) as those of much bigger business concerns.
So that’s what this site aims to provide the small to medium size business owner or staff member responsible for marketing – a guide offering practical tips and ideas of what usually works and what should usually be avoided. Minimum theory, easy-to-read guidelines. Hopefully, there’ll also be interaction with those who are willing to share their ideas and experiences.
Here is where you”ll find a collection of marketing tips and guidelines not merely from myself, but from a variety of expert marketers. Think of it as a one-stop “marketing shop”!
While we will often be looking at marketing on the internet, much of the focus will be on offline marketing: advertising, sales promotion, publicity, special events, combining media and techniques, sales incentives – and most importantly, on the much-overlooked aspect of customer retention.
I hope to make this a place which belongs to all who are personally involved in the marketing of their business, so please share your experiences and criticize when necessary.
All the best!
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