Marketing Campaign

Effective marketing is often what separates rapidly growingcompanies from slow-growing or stalled companies that started atthe same time, serve the same market and offer similar merchandise.Companies such as Gillette, Frito-Lay and Coca-Cola have succeededin highly competitive mass markets for consumer goods because,while they certainly produce competitive products, they out-markettheir rivals. If you expect your business to grow to any size,you’ll have to become an effective marketer, advertiser andpromoter of your business. In fact, you’re likely to grow to theextent that you master marketing, and no more

A marketing campaign isn’t something that comes to you whileyou’re taking a shower. Successful campaigns tend to be carefullyresearched, well thought-out and focused on details and execution,rather than resting on a single, grand idea. Planning a marketingcampaign starts with understanding your position in the marketplaceand ends with details such as the wording of an advertisement.

Keep in mind that your plan for a marketing campaign is notsupposed to be a prison. You have to leave room to make changes asyou go along because no plan can perfectly capture reality. But youshould also be able to commit fully to implementing your plan–orsome future version of it–if you want to take a strong step towardgrowth.

Here are some ways to launch your campaign:

Speak at community events. Offering your expertise atpublic occasions is an easy way to get the word out about yourbusiness. You’ll maximize your impact and lend credibility to yourproduct or service.

Ask customers for referrals. Generating referrals fromcurrent customers is one of the best ways to market your business.Don’t forget to query your vendors (they’re likely to have manycontacts) and explain to your customers exactly what kinds ofreferrals you’re looking for and how they can help.

Spend two days in your customers’ shoes. To find out whatyour customers really want, visit a wide range of businessesthey’re likely to frequent. Observe how customers are treated, aswell as the kinds of services that appear important to them; thenadapt your business accordingly.

Offer free samples. If you can get someone to try yourproduct or service, chances are they’ll buy it later. Haveemployees pass out product samples in front of your business; ifyou provide a service, offer free services on a trial basis.