Billboards & Bumper Stickers
Develop dynamic advertising strategies that will increase your sales.
By Carlienne A. Frisch
Build A Better mousetrap and customers will beat a path to your
door, right? Wrong--unless you advertise, says Richard F. Gerson,
owner and president of Gerson-Goodson Inc., a marketing, management
and consulting service in Clearwater, Florida, and author of
Marketing Strategies for Small Businesses (The Crisp Small
Business and Entrepreneur Series, $20. To order, call 813-726-7619;
mention this article for free shipping and handling). "You must promote that mousetrap," Gerson says.
"To do that, you must first know your unique selling position.
What is different or special about your product or service that
will make the customer want to buy it? Then, determine your unique
marketing position--such as being the friendliest florist in town,
or the most service-oriented or the lowest-price provider. After
you have defined your niche, then define your customer
base." Brian Senjem, Minnesota's 1996 Young Entrepreneur of the
Year and co-founder of Senjem Enterprises, a Mankato, Minnesota,
accounting and computer-consulting business, says, "It's
important to give high priority to marketing and advertising when
you draw up your business plan. You should have marketing goals and
know your target market (including its demographics), your
industry, and the economy. Small Business Development Centers
(SBDCs) and Small Business Administration (SBA) offices nationwide
will provide materials and resources. Know the psychology of your
target market. Brainstorm with marketing professors and graduate
students." Content Continues Below
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