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Table Of Contents

Introduction
About This Book
How to Use This Book
What You’re Not to Read
Foolish Assumptions
Conventions Used in This Book
How This Book Is Organised
Part I: Entering the World of Marketing
Part II: Investing in Your Brand
Part III: Getting Your Business in the Media
Part IV: Relationship Marketing
Part V: Marketing Online
Part VI: The Part of Tens
Part VII: Appendixes
Icons Used in This Book
Where to Go from Here
Chapter 1
What Is Marketing Anyway?
Marketing versus sales and advertising
Common marketing mistakes
Marketing a start-up business
Marketing to grow your established business
The role of innovation in marketing
The Four Ps of Marketing
Product
Price
Place
Promotion
Passion, people and persistency (the other Ps)
How Marketing Supports Your Business Plan
Business vision is everything
Reviewing your business plan
Identifying the role marketing plays in your business
The marketing SWOT analysis
Understanding Why Customers Buy
Price versus value
Pain or pleasure
Product or service life cycle
The buying cycle
Developing a Customer Value Proposition
Creating a great CVP
Defining your points of difference
Developing a fabulous tagline
Identifying Your Target Markets
Pinpointing the ideal customer
Geographics
Demographics
Psychographics and buying behaviour
Life stage
Putting it all together
Determining What Your Customers Want
Customer research
Testing your offering
Launching and refining your offering
Keeping Customers Versus Acquiring New Ones
Creating customer loyalty
Getting old customers to come back and buy more
Getting new customers from your old ones
Collecting Customer Information with a Database
Selecting a database and supplier
Customising your database
Managing your database
Growing your database
How to use your database for marketing
Taking into Account Economic Factors
Surveying the Political Environment
Keeping Up with Technology
Looking at Global Markets Versus Local Markets
Sizing Up the Competition
How to do a competitor analysis
Market share analysis
Capturing your share of the market
Keeping your share of the market
Writing a Marketing Plan
Getting help with your plan
Knowing if your plan is right
Keeping on track with your plan
Setting Marketing Goals and Objectives
The numbers game
Setting a realistic budget
Setting simple action plans
Measuring and evaluating success
Resourcing Your Marketing
Getting the right help
Engaging employees in marketing
Making time for marketing
Determining Your Brand
Brand values and personality
Projecting the right image
Growing your brand awareness and reputation
Choosing a Name for Your Business
Steps to choosing a name
Where to get help choosing a name
When you should change your name
Choosing a name for your products and services
Visual Identity for a Start-Up Business
Refreshing Your Brand for a Growth Business
Creating Brand Consistency
Doing a brand and image audit
Developing a style guide
Uniformity and brand extension
Getting a Great Logo
Choosing the best graphic designer
Creating a clear brand brief
Getting what you pay for
Producing Great Marketing Material
Setting up your promotions toolkit
Business stationery
Sales brochures
Promotional items and giveaways
Sales support kits
Point-of-sale displays
Other marketing material
Answering simple questions
Perfecting the 30-second elevator pitch
Stating clearly what you’re about
Getting all your staff on board
Ideas to Build Brand You
Harnessing the power of the written word
Making a presentation
Putting yourself in the media spotlight
Understanding the sales process
Making First Contact
Welcoming walk-in prospects
Calling prospects
Writing to prospects
Direct-mailing prospects
Converting Customers from Prospect to Sale
Making the presentation
Overcoming objections to buying
Building a Customer Service Program
The customer service process
Providing a WOW service experience
Handling complaints
Evaluating the Customer Experience
Seeking and assessing valuable feedback
Acting on the feedback
Understanding Small-Business Advertising
Thinking about how to advertise
Brand advertising versus product or service advertising
Giving Your Advertising a Winning Edge
Defining your unique selling proposition
Finding a good agency
Deciding what you want your audience to think, feel and do
Creating Ads That Work
Defining your call to action
Writing knockout ads
The Pros and Cons of Advertising
Television advertising
Radio advertising
Newspaper advertising
Magazine advertising
Outdoor advertising
Online advertising
Directory advertising
Other types of advertising
Getting Started
Working out a budget
Getting the best help
Advertising responsibly
Developing a Media Plan
Testing your ads
Creating Great Print Ads
Working up a grabbing headline
Writing strong copy
Putting together a winning design
Getting the print ad produced
Directory ads
Creating Great TV Ads
Getting help with your TV ad
The ingredients of great TV ads
Infomercials
Creating Great Radio Ads
Creating Great Outdoor Ads
Getting Your Advertising Strategy Organised
Launching Your Advertising Campaign
Leveraging your campaign with other marketing tactics
Getting your staff on board
Getting your customers on board
Fulfilling Your Advertising Promise
Handling responses
Delivering on your promise
Keeping records
Following up
Evaluating Your Advertising
Measuring return on investment
Evaluating what worked and what didn’t
Considering a rerun
Establishing an annual advertising program
Understanding How Publicity Works
Publicity versus public relations
Publicity and small business
Choosing a PR or publicity agency
Tips for getting publicity
Setting your expectations
Looking at the Pros and Cons of Different Media
TV publicity
Radio publicity
Newspaper publicity
Magazine publicity
Online publicity
Getting Your Story in the Media
Niche versus mass media
Finding the angle
Writing media releases
Writing content and articles
Understanding what journalists want
Establishing contact with the media
Maintaining contact
Becoming a Media Expert
Staging media conferences
Managing media interviews
Handling Negative Publicity
Making the Most of Your Media Coverage
Understanding Relationship Marketing
Making relationship marketing work in a small business
Relationship marketing do’s and don’ts
Considering tactics that work for you
Using Combined Marketing Tactics
Getting Your Staff Involved
Reviewing and Refining Your Relationship-Marketing Plan
Building a Customer Referral Program
Networking to Get More Business
Building Alliances with Other Businesses
Developing a Sponsorship Program
Generating Community Involvement
Hosting Events and Seminars
Becoming a Confident Public Speaker
Preparing to speak
Marketing your speaking services
Capitalising on Exhibitions, Expos and Trade Fairs
Widening Your e-Marketing Horizons
Who’s online and what they’re doing
Understanding the internet for small business
Navigating the murky world of e-marketing
Getting started with e-marketing
Remembering to use a database
Investing in e-Marketing
Getting help and advice
How much time should I invest?
How much money should I invest?
Evaluating your online activity
Defining Your Website Objectives
Matching your business objectives to your website
Planning your website strategy
Finding a good web developer
Developing a project plan
Attributes of a good website
Building good content for your website
Site navigation and usability
Selling from your website
Building and Launching Your Website
Stages of building your website
Launching your website
Getting subscribers to your website
Getting Search Engines to Work for You
Registering your site for online searches
Optimising your site for search engines
Building links on your site
Promoting your site on other sites
Advertising Online
Affiliate advertising
Google AdWords
Other types of online ads
Other e-Marketing Tactics to Drive More Traffic
Developing landing pages
Email marketing and e-newsletters
Podcasting and vodcasting
Webconferencing
Blogging
Other social media sites
1. Who Am I?
2. Who Are We?
3. What Do We Offer?
4. Who Do We Do It For?
5. How Much Do We Do It For?
6. When Do We Do It?
7. Where Do We Do It?
8. Why Do We Do It?
9. What’s in It for the Customer?
10. How Does It Make the Customer Feel?
Don’t Forget Your Customers
Don’t Believe Advertising or the Web Is the Nirvana of Marketing
Don’t Stop Observing, Learning, Adapting and Marketing
Don’t Constantly Change Your Branding
Don’t Ignore the Numbers or Your Team
Do Get a Marketing Plan, and a Great Elevator Speech
Do Make a Good Product or Service and Constantly Add Value
Do Have at Least Four Ways to Market Your Business
Do Target Your Market and Ask for Regular Feedback
Do Be Flexible and Pay Attention to Detail
Do Celebrate Your Successes
The Transportable Sandwich Board
The Neighbourhood Drop
The Client Bonus
The Magnet
The Sampler
The Sausage Sizzle
The Dress-Up
The Doorknock
The Long Lunch
The Showcase
Index
P. 1
Marketing Your Small Business For Dummies

Marketing Your Small Business For Dummies

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Published by Wiley

Created especially for the Australian customer!

Attract customers and ensure the ongoing success of your small business with this no-nonsense guide

Whether you own a bakery or a boutique, a plumbing or a finance business, this book gives you straightforward strategies to find more prospects, build your customer base and secure market share. Small-business guru Carolyn Tate empowers you to apply hundreds of high-impact and creative ways to market your business without breaking the bank.

Know your target market — identify your ideal customers, and what, how and why they buy Develop business and marketing plans — learn how to create them and why they're so important Build effective databases — develop a database that creates business for you, without the headaches Solidify your branding — create a unique brand and keep it fresh and exciting Understand the power of advertising — assess if it's right for your business and how to pick the right strategies Master publicity — get your business in the media with the right message Implement relationship marketing — develop and maintain networks to create new opportunities Embrace websites and online marketing — build a website that drives customers to you, and use online tools and search engines to generate business

Created especially for the Australian customer!

Attract customers and ensure the ongoing success of your small business with this no-nonsense guide

Whether you own a bakery or a boutique, a plumbing or a finance business, this book gives you straightforward strategies to find more prospects, build your customer base and secure market share. Small-business guru Carolyn Tate empowers you to apply hundreds of high-impact and creative ways to market your business without breaking the bank.

Know your target market — identify your ideal customers, and what, how and why they buy Develop business and marketing plans — learn how to create them and why they're so important Build effective databases — develop a database that creates business for you, without the headaches Solidify your branding — create a unique brand and keep it fresh and exciting Understand the power of advertising — assess if it's right for your business and how to pick the right strategies Master publicity — get your business in the media with the right message Implement relationship marketing — develop and maintain networks to create new opportunities Embrace websites and online marketing — build a website that drives customers to you, and use online tools and search engines to generate business

More info:

Publish date: Jul 13, 2010
Added to Scribd: Aug 13, 2010
Copyright:Traditional Copyright: All rights reservedISBN:9781742469942
List Price: $21.99 Buy Now

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