Getting Started
02/09/2005
Some key questions to ask yourself...
What am I selling?
All marketing starts with the `brand'. Before even considering how to promote a product, company or service, every marketing expert will want to define exactly what it is they are selling - not just the function of the product, but what it brings to the customer emotionally as well.
A brand is a collection of perceptions that a consumer will have about you. These perceptions will ultimately come from their experience of your product or service, but it will also come from what you stand for, how you act and what others say about you. It is your business in a nutshell. It is a reason for customers to come to you.
Defining your brand and how you differ from your competitors is the crucial first step.
Who is my audience?
The common mistake in marketing is to forget the customer. Here they really do come first. Understand your audience, who they are, how they behave and their needs and desires, for this will tell you what prompts them into action.
How should I promote my brand?
Most of what you produce in house will lend itself to advertising through direct marketing. Choosing exactly how to do this is the logical next step. All industries are different, so exactly how you do this will be personal to you. It will depend on your product or service, your audience, your competition, budget and capabilities.
