How To Create A Small Town Marketing Strategy
By Tom Egelhoff
 In the military they are called battle
plans. In sports they are often referred to as plays. In the
small town marketing world they are called strategies. What exactly
are marketing strategies and how do you go about creating one
that works?
The purpose of a marketing strategy, in plain English, is
to match the target market (your customers), the product or service
and the message (advertising) to the point where they all work
together to achieve the companies (sales) objectives.
Are you saying our customers are going to work for us? Yes,
in a way. If they purchase your product or service with their
hard earned dollars they are in a real sense supporting your
business. Without them your business doesn't have much chance
for success.
How To
Create Your Marketing Strategy
Keep in mind that a marketing strategy may be plural. If you
have a variety of products and services, you may need a variety
of marketing strategies. If your strategy is to market your name
(For Example: Microsoft) then you will most likely concentrate
on one major strategy.
The first step in any strategy is to determine an objective.
What do you expect this strategy to accomplish? Name recognition?
Product awareness? Increase in sales? Lower overhead? Reduced
Payroll? Lower Distribution Costs? The list could be endless
for some companies.
A pilot flying from New York to London can't see his destination
for almost 99.9% of his flight. How does he find London? He plots
a course and follows it. You will need to do the same thing in
your business. The pilots objective is very simple, "fly
to London." What is his strategy? First, get a plane. Second,
know how to fly (pay particular attention to landing safely).
Chart a course, check the weather, file a flight plan, load passengers
and take off.
I realize there is probably a lot more involved in flying
to London than what I've described above. And, that's the point.
There are going to be superficial things that you will see right
away. It's the minor details that can derail a marketing strategy.
Some Things
To Keep In Mind As You Plan Your Strategy
What many people fail to consider in their strategy is how
will its success change the company. If you make crafts in your
bedroom and one days Sears calls and wants to order 100,000 units
what will you do?
What is the most phenomenal success you can expect? Assume
that's what will happen and plan for it. Don't run out and hire
1,000 employees...plan on paper. Have a battle plan ready to
go into effect if your strategy is successful that will keep
things under control and you won't constantly have to adapt to
new circumstances.
Consider your pricing. If you start taking too much
business from your competitors, the easiest course of action
for them is to cut their pricing. You must be prepared to justify
your pricing as fair and reasonable for the products and services
offered. (See:
How Pricing Affects Your Business)
What about distribution? If business increases will
you need more storage? Where will that be? What about delivery?
Will it increase? Can you make some projections as to how much?
What about suppliers? Are current suppliers going to
be able to fill increased demand? Do you have back-ups in place?
What about finances? Have you discussed your marketing
strategy with your banker? Do you have lines of credit if you
need them?
These are just the few I can think of at the moment. There
are a lot more that are specific to your business that you must
consider in order for your strategy to succeed.
Where Is
The Best Place To Start?
Start with the obvious. Who is the target market you already
know? In other words, who are your current customers? Is
there another target market you may be missing? Seniors? Teens?
Generation X? Ethnic Groups? Intrastate? Interstate? International?
If you stay with the current customers you have how will your
business grow? There are only two ways to get new customers that
I know of. Either create new ones who have never been customers
of this product or service before or steal customers from your
competition.
What are your products and services? What makes your
products or services unique from the competition. Don't give
me the buzzwords from the advertising. "Superior quality",
"finest craftsmanship", etc. Tell me in terms a customer
can under stand. Don't show me a feature of your product without
a benefit to go with it. People buy benefits not features. What
about packaging? Brand Name? Don't forget product guarantees,
credit terms, and discounts.
Once you match the specific needs your target market is looking
for with the benefits of the product you are half way there.
All that's left is presenting that message to your target market
in the correct media.
How To
Select A Media Strategy
This is usually pretty easy in a small town because there
usually aren't a lot of options. Generally one weekly or perhaps
daily paper. One radio station. Rarely is there a TV station.
There may also be a PennySaver® or Mini-Nickel® or some
free weekly or monthly tabloid. My favorite media for small town
advertising is direct mail. It's less expensive than most conventional
advertising when done correctly. It only reaches your target
market. It isn't wasted on large numbers of unqualified customers.
(See:
Direct Mail: Why It Works And How To Use It)
If you don't know what your customers are reading, watching
or listening to then you may have a problem. One of the nice
things about small towns is that they are almost a control group.
If you don't know your target customer, then take a look at your
best customers. Make a "top 10" customer list and ask
them to help with a survey. Get age, income, education, employment,
radio stations they like, newspapers and magazines they read.
(See:
How To Do Market Research In A Small Town)
This is certainly not as effective as knowing your customers
but it's a place to start. You are looking for demographics of
your customers to match up with the various media that are available
to you. The right customer matched with the right product is
the goal of any marketing strategy.
The Last
Word On Small Town Marketing Strategy
As you can see from the article above that marketing strategy
is a complicated and sometimes frustrating process. However,
don' t be discouraged. Think of what it would be like if you
had to do it in New York City.
Remember, a marketing strategy is only part of your overall
marketing plan and that is one part of your overall business
plan. Don't get so involved with one strategy that you forget
to make sure that the strategy works with the business plan.
Have a business question for Tom? Click
Here to get Tom's advice for free
(Return
To Small Town Marketing.Com Main Menu)
Listen
to a radio interview with Tom and Entrepreneur Magazine - Click
Here!
This article may be reproduced for your non-profit
group or organization provided it is not altered in any way and
the following is attached:
©1998 - 2004 Eagle Marketing PO Box 271 Bozeman, MT
59771-0271
http://www.smalltownmarketing.com - (406) 585-0219 - Toll FREE
(888) 550-6100
email: tommail@smalltownmarketing.com
Based in Bozeman, MT, Tom Egelhoff is the author of How To Market, Advertise & Promote Your
Business Or Service In A Small Town, and The
Small Town Advertising Handbook: How To Say More And Spend Less.
He is also a seminar and workshop presenter
and trainer. He may be reached at 888-550-6100 or PO Box
271 Bozeman, MT 59771-0271
Can't
find what you're looking for?
Click here >  < Click here
Our Search Engine From Right Now Technologies
is amazing. Take a Test Drive.
The best small
business guides in print today! I guarantee it - 100%!!
Haven't you done without them long enough?
Decide
which order option below is best for you.
|
1-888-550-6100 FREE
Shipping
