Planning Your Local Business Marketing
Local businesses of all sizes, particularly smaller concerns with more limited resources, can follow the same methods as far as time and budgets permit.
These marketing methods already have many of the bugs worked out, but a business must take the first step in planning a marketing campaign of clearing the decks of opinions, theories and conjectures.
This allows for a much more creative and "organic" approach to the campaign.
A second step should be to find a scientific method of testing the real strength of the different advertisements on the local level, as well as the various advertising media, such as publications, broadcasting, outdoor and direct mail advertising.
This takes a three-phase approach.
The first phase is initial testing.
Test the different ads, commercials, Internet sites, and direct mailing packages against one another in their own media.
The second phase for the business is to expand testing of winners.
Once the company have found what works best in each medium, test a much expanded list of individual publications and sites on the Internet, radio stations, or direct mail against one another.
Phase three is learning from the results.
As a business learns from what works and does not work, it will be testing whole media, such as newspapers, magazines, the Internet and broadcasting, against one another for future attempts at selling similar products or services.
In other words, a business is not only testing individual newspapers or the sites on the Internet against one another, the business is, at the same time, testing newspapers as a class against the Internet against direct mail, and so on, to learn how each class ranks in providing cost-effective sales results.
They may in the end be used together to garner even more new customers from different genres for a more effective campaign.
This preliminary three-phase research takes time.
The smart business will allow for the time, as it is well spent.
To get started on the right foot, to find the right appeal and the right place for local business marketing, is so important that other considerations are insignificant by comparison.
Finding the right appeal is part of this process, and the local demand for a product or service will surface during and after the research is conducted.
Discovering the most effective appeal can be difficult, because often there are many seemingly attractive appeals.
The optimal appeal will drive future marketing efforts in part or as a whole, and it will inevitably lead to a successful campaign.