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Multiple Marketing Options

There's more than one way to get your message out. Find out how multipronged marketing can work for you.

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Marketing is made up of many, many, many, many things, allworking together to get the word out about you, your product orservice, and your company. (I purposely repeated the word"many" many times.)

As small business owners, we cannot afford to use just the onemarketing vehicle of advertising to spread the word about ourbusinesses, especially since there are so many other free orlow-cost things that can be done to increase revenue. We thereforehave to rely on the many other things that make up a good marketingattack and put them together in such a way that they work with eachother. Your job as a marketer is to create marketing tactics thatsupport, reinforce and cross-promote each other.

Of course, every business is different as far as what vehicleswork best and in conjunction with each other. One business mightuse these four marketing vehicles:

  1. Networking
  2. Direct mail
  3. PR
  4. Direct sales

Another business might use a mix of these 10 marketingvehicles:

  1. Advertising
  2. PR
  3. Radio
  4. Cable television
  5. Networking
  6. Signage
  7. Trade shows
  8. Public speaking
  9. Article writing
  10. Coupons

And yet another business might only use:

  1. Networking
  2. PR
  3. Customer referrals

All these tactics might hit the business's target markets asintended by the marketers and generate a satisfactory amount ofrevenue to meet goals, if done on a consistent basis. Thedifference in all cases, however, is that the comfort level--bothemotionally and financially--is different for each of the companiesinvolved. Some companies and marketers, for instance, getoverwhelmed with all there is to do when it comes to marketing;others like to do as much as possible--these type of businessowners can easily and successfully juggle many balls at onetime.

After a recent speech to an industry association, I was greetedby someone who appeared to be totally relieved to see me. I askedher about the sense of relief I could see on her face, and she toldme it was so good to hear that she'd only have to do what shewas comfortable with for her new marketing attack. When I followedup with her later, I found out she'd been successful with hercampaigns and wasn't trying to do too much at one time: Shelaunched what she felt comfortable with, what she could afford andwhat she could properly do on her own.

Taking on too much at one time risks something being done halfway or, even worse, half right. Customers and prospects noticethings like this. They also notice the marketer who's thorough,complete and accurate in their marketing efforts.

Jay Conrad Levinson, in his Guerrilla Marketing books,points out that there are easily hundreds, if not thousands, oftools, methods, tactics and strategies you can use to market yourbusiness--and that your competition is probably only using a few.He also emphasizes that if you just use a few more--but use themeffectively-you'll dominate your industry, your marketplace andcertainly your area of expertise.

It's also important for you to understand that customers andprospects react differently to different marketing weapons.That's why guerrilla marketing's basic premise is that youneed multiple marketing weapons in your marketing attack toproperly address your target market.

Marketing positioning guru Al Ries once said, "When you tryto be all things to all people, you end up being nothing."This is just another way of saying you can't do it all, so dowhat's comfortable and do what you can afford.

Examine all the ways you market your business. Keep using thosethat work, get rid of the ones that don't, and fix the marginalones--if they're fixable. Then add new weapons from time totime. Soon you'll have a set of methods and tactics forgenerating business and growth. You'll find new comfort levels,and your marketing will grow as your business does.

Al Lautenslager is a certified Guerrilla Marketing Coach andthe co-author with Jay Conrad Levinson, the father of GuerrillaMarketing, of Guerrilla Marketing in 30 Days. He is a soughtafter speaker on guerrilla marketing, business networking,leadership and humor in business topics. He can be reached orhis Web site,

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