The key to success in any business largely depends on your ability to market your product or service. MBA students often spend years studying marketing as it encompasses and relates to almost all business operations. If you own a small business, you know the value of marketing, even if you don’t have an MBA or MBA specializing in marketing.
One thing I found helpful in our company was thoroughly describing the steps we would take to market our products and services. Our company is a franchise company, specializing in mobile vehicle washing. Although our company, which generally served with only a few real products, this marketing scheme will help you design an overall marketing strategy for your company. You need one, even if you are a small company and a one-man or female show.
It helps to build on past experiences and think about things that worked to get new customers. Ask yourself where my best clients come from, because obviously you would like to get a lot more. Here is a sample schematic we use; yours will be different, of course, but if you print this and then comment in the margin, then redesign yours to fit your specific knowledge, experience, and business model, you will be able to use this as a launch pad to design a World-class Marketing Manual.
MANUAL MARKETING
I. FREE ADVERTISING
Newspaper
B. Radio
CTV
D. Cable
E. Newsletters, email newsletters
F. Publicity stunts
II. FUND RAISERS
A. Prepaid credit cards
B. Gifts and fundraising events
1. Social reinforcement clubs
2. Churches
3. Non-profit groups
4. Student groups
5. Service clubs
C. Walk-A-Thons
D. Bike-A-Thons
E. Distribution in dollars
F. Co-offers (other businesses)
G. Advertising
H. Marketing opportunities
III. FAX, EMAIL MARKETING
A. Fax lists and email lists
B. Fax on demand
C. Fax etiquette and law, not records
D. Share faxes and servers
E. Lists to share
IV. CHAMBER OF COMMERCE
A. Membership boosters
B. Neighborhood watch programs
C. Red Ribbon Week
D. Internet virtual stores
E. Door prizes
F. Open communications
V. PROMOTIONS
A. Car wash clubs, customer discount clubs
B. Fleet and program sales and corporate discounts
C. Ride-sharing programs
D. Corporate Employee Program
E. Coupon books
Gift certificates
G. Good fax letters
H. Detail of direct sales coupons
Bingo Certificates
J. Ladies Day
K. Run for City Council or Sponsor a Small Business Candidate
L. Contests
SAW. COOPERATIVE
A. Types of companies
B. Domino’s Pizza
C. Car clubs
D. Kinko’s
E. Other franchises
F. Franchisor Leads
G. Distribution
H. Reasons and savings
I. Potential contacts and references
VII. DIRTY
A. Franchisor
B. Equipment
C. methods
D. Mail
E. Telephone
F. Sending faxes
G. Rainy days
H. Competition
I. Direct Sales / Telemarketing
J. Competition
K. Sale by contract
L. Sabotage of employees
VIII. ADVERTISING
A. Yellow pages
B. Newspaper
C. Radio
D. Newsletters
E. Programs
FTV
G. Cable
H. Signaling
I. Flyers
J. Distribution
K. Keychains
L. Pens-Pencils, fridge magnets
Mr. word of mouth
N. Press releases
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