I actually have just bought her book and love it. I do marketing for Small Businesses in Perth and work with the Small Business Development Corporation and run workshops there. I am always reading other people's books and articles on Small Business marketing and have to say I feel Carolyn's is the best so far. I will definitely recommend her book to other people. I love how she has put it in simple form with case studies. I also think it is great how she has experience in this rather than someone trying to talk from just a text book knowledge. I have always wondered how these "experts" can give you advice and have never had first hand experience.
Big Marketing Ideas for Small Business
At a marketing forum for small businesses recently, I asked the 10 attendees to write down their definition of marketing. Two key words popped up in every definition - selling and advertising. It is crucial that we understand that the marketing process starts well before any selling or advertising of our products or services.
In the words of an old colleague of mine, "selling is simply finding a friend and asking them how many they want to buy". So if that's selling, then marketing is simply knowing who it is you want to make friends with first, so when you ask them how many they want, they can't possibly say no!"
In other words if you understand who your target markets are and are clear on what value your products or services offer them, then the sales process should become a walk in the park.
Then you need to identify the best promotional activities that will work with your target markets. There are literally hundreds of ways to promote your offering. Here are just a few;
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build a referral program with your existing clients
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start networking
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host your own events or seminars
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build your own personal brand with PR and speaking
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have a great website and get the internet search engine tools working
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offer a special deal to past clients with new product offers
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conduct a direct mail and telemarketing campaign
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seek out a sponsorship closely aligned to your business.
Of course, not all of these tools will work for every business and for some of them to be effective, they need to work in tandem. If you are a service provider such as a financial planner or lawyer you are best to focus on relationship marketing techniques to build your business through generating word-of-mouth referrals. If you are launching a new software product then a combination of advertising, direct mail and e-marketing could work best.
Whatever, the approach you take, be sure that it is the right marketing tool for the market you are after!
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