Duct Tape Marketing

It is amazing how many small businesses skip this step and start researching once they have failed or can't find their niche.

   Good sources of information:

Industry related blogs.
News Articles.
Newsletters.
Sign up for competitors' newsletters.
Books.
Message Boards and Newsgroups.
Research Sites.
Press releases, executive summaries and newsletters on these sites may    have relevant research findings and statistics.
Search Engines and Directories.
Subject Sites. 
Pay attention to sites relating to your industry or product.
Trade Publications.
You will find industry information, statistics, and membership lists online.
White Papers.

Organize your information so you can document what is going on in the   marketplace.  Get to know current trends and your competitors. You can position your product or service accordingly.

2. State your marketing objective.

        Describe what you would like your ideal customer to do after hearing or seeing your marketing message.

3.     Describe your competitive advantage.

Make it look as if your product or service is the right solution for a problem that has not been solved yet.

4.     Tell who your target audience is.

It is very important as well as beneficial to get laser sharp in focusing on a very specific market. In order to create relevant marketing messages, get to know your target market and how they make purchasing decisions.

5.     Position yourself.

How will you, your product, or your company be remembered?   What will your ideal customers and prospects think when they hear your company name?  Identify your niche, What makes you different from any other firm serving that niche – is it price, value added, or speedy service?

6.     Describe your marketing message vehicles.

How will you get your company/service/product in front of your ideal customer?  How are your competitors achieving their goals?  Use the information you gathered in Step 1 and choose marketing mediums.  You can start with free press releases, articles, blogs, ads in trade publications, social networks, etc.

7.     Develop your identity/voice and let it show.

Logo and business cards may convey your image, but there is something else that makes your prospects as well as customers know, like and trust you – it is YOU.   Be very professional, but not all business.  If you are a REAL person with real life stories, people are more interested in communicating with you.  Document your experience and story.

8.     Develop your marketing budget, preferably as a percentage of projected gross sales.

In 2007 the average business in the United States invested 4 per cent of gross revenue in marketing.  You may need to invest double that number during your first years in business.  Revisit your marketing plan and review your numbers each year, make other adjustments as needed.

Good work!

Now it's time to create a marketing calendar.