The key to success in any business largely depends on your ability to market your product or service. MBA students often spend years studying marketing as it encompasses and relates to almost all business operations. If you own a small business, you know the value of marketing, even if you don’t have an MBA or an MBA specializing in marketing.
One thing I found helpful in our company was outlining the steps we would take to market our products and services. Our company is a franchise company, specializing in mobile car washes. Although our company usually provides services with only a few actual products, this marketing outline will help you design an overall marketing strategy for your company. You need one, even if you’re a small business and a one man or one woman show.
It helps to build on past experiences and think about things that worked to get new customers. Ask yourself where my best clients come from, because obviously you would like to get a lot more of those. Here’s a sample schematic we used; Yours will be different, of course, but if you print this out and then comment in the margin, then redesign yours to fit your specific knowledge, experience, and business model, you can use it as a launching pad for designing marketing world class. Manual.
MARKETING MANUAL
I. FREE ADVERTISING
Newspaper
B.Radio
CTV
D wire
E. Newsletters, email newsletters
F. publicity stunts
II. FUNDRAISING
A. Prepaid credit cards
B. Giveaways and Fundraising Events
1. Social Boost Clubs
2. Churches
3. Non-profit groups
4. Student groups
5. Club service
C. Walk-A-Thons
D.Bike-A-Thons
E. Distribution of dollars
F. Co-Offers (Other Businesses)
G. Advertising
H. Marketing opportunities
third party FAX, EMAIL MARKETING
A. Fax lists and email lists
B.Fax on demand
C. Fax etiquette and the law, not records
D. Fax Sharing and Servers
E. Lists to share
IV. CHAMBER OF COMMERCE
A. Membership campaigns
B. Neighborhood Watch Programs
C. Red Ribbon Week
D. Virtual Internet Stores
E.Door Awards
F. Open Communications
V. PROMOTIONS
A. Car Wash Clubs, Customer Discount Clubs
B. Fleet Sales and Corporate Discounts and Programs
C. Shared ride programs
D. Corporate Employee Program
E. Coupon Books
F.Gift certificates
G. Good fax letters
H. Retail Direct Sales Coupons
I. Bingo Certificates
J.Ladies Day
K. Running for City Council or sponsoring a small business candidate
L. Contests
SAW. COOPERATIVE
A. Types of companies
B. Domino’s Pizza
C. Car clubs
D.Kinko’s
E.Other Franchises
F. Franchisor Leads
G. Distribution
H. Reasons and Savings
I. Potential contacts and references
VIII. SALES
A. Franchisor
B.Equipment
C. Methods
D. Mail
electronic phone
F.Fax
G. Rainy days
H. Competition
I. Direct Sales/Telemarketing
J. Competition
K. Contract sale
L. Employee Sabotage
VIII. ADVERTISING
A.Yellow Pages
B. Newspaper
C.Radio
D. Newsletters
E. Programs
FTV
G.Cable
H. Signage
I.Flyers
J. Distribution
K.Keyrings
L. Pens-Pencils, fridge magnets
mr word of mouth
N. Press releases