- Published on Monday, 21 May 2012 11:33
Small business owners, particularly those who have been around for a while, tend to think in terms of traditional marketing/advertising media: newspapers, Yellow Pages, billboards, radio and tv ads, etc. They know that new media, such as Internet directories, text messaging, Search Engine Marketing, email, etc., exist, but they are not sure how to fit them into the overal marketing plan. They often respond to the latest salesperson or flyer or email that is pushing some online gimmick (Get listed on Google Page 1! Guaranteed!). This is a big mistake.
A marketing plan needs to be integrated, taking into account the various alternatives, evaluating how effective each one would be for your business (what works for a restaurant won't work for a real estate agent) and assigning your marketing budget accordingly. In the next post I will tell you how to get started.
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The Giant Killer is dedicated to showing how old ideas combined with new technology can "level the playing field" for small businesses against their larger competitors, both locally and online.
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The (Revised) Mantra of Retail
- Find it!
Potential customers have to locate your business.
- Want it!
Then they have to like your business and products enough to want to them.
- Buy it!
Finally, they have to be able to purchase what you have to sell.
This process is the same for every retail business, no matter what industry or location, online or local. This is the mantra of retail.