1. Notify your potential customers and regulars of special events your business has sponsored or taken part in or you have attended as a business owner; perhaps seminars or conferences for example. Make a point of discussing those designed to help the local community. Such as charity drives, fund raisers, fairs, luncheons, award ceremonies, etc. Be sure to recount any positive mention of your business in the local newspapers. Above all, never underestimate the importance of cultivating good will in the community.
2. Keep the public informed about any joint ventures with other businesses, particularly if the business is local, as they are probably familiar with it. This will increase interest in your company. Don't make the mistake of concealing information on mergers or major financial deals, because this will only arouse suspicions even if your actions are perfectly innocent.
3. Share useful information with your customers and potential customers. This is an effective and inexpensive way to gain their trust and begin a relationship with them. Everyone likes a helping hand now and then. It could be a heads up on where to locate a hard to find product, a few suggestions for running your own business, even a special column with advice on how to perform a difficult task associated with your company's line of business.
4. Stress to your customers and potential customers alike that you consider it of primary importance to provide excellent customer service. Highlight steps you have taken to improve this part of your business.
5. Encourage your employees to be friendly and open with customers and potential customers as well. Letting people see that you cultivate a harmonious working environment will impress them, and they will be pleased to have the opportunity to interact with your employees and get to know them on a more personal basis.
6. Share milestones and accomplishments with your customers. If your business is celebrating the 10th anniversary of its opening or it's first $10,000 sold, whatever the occasion, always let your customers be a part of these events. It will help create a feeling of warmth and familiarity that will make you and your business seem like part of their family.
7. Don't be afraid to boast about successful changes your business has instituted or recently discovered innovations relating to your product. Perhaps you or one of your employees has taken a look at the product you promote from an entirely new angle and re-invented it, or maybe you have decided to make use of some new technologies available to improve your business, etc.
8. Make sure the public is aware of improvements you have made in your product. Regardless of how small a change may seem, it's always worthwhile letting the public know that you are working to make your product better for them.
9. Especially if you own a website, share your company's history with potential customers and customers alike. Tell them how you got started in the business, show them that you have endured the same struggles and doubts they are undergoing, yet managed to come out on top. Let them know that it is possible to succeed with your own business, and that even though you have "made it" you still have the same financial worries, the same concerns, etc, that everyone else does.

1. Product- includes not only the physical unit but also many other factors, including the package, warranty, brand, post sales services and company image
2. Place- also refers to physical distribution or the intermediaries who store, and transport the products to and from the customers after manufacturing the product. It also refers to the venue where the product is sold like department stores, grocery chain and so on.
3. Promotions - includes personal selling, advertising, public relations and sales promotions. The purpose of promotion is to educate, persuade, and to remind the customers about the benefits of the product.
4. Price - this is the monetary value that the customer is willing to give up to obtain the product. A company can either lower their product to boost sales or they can jack up the price to create a distinct image that their product is premium.

Marketing practitioner must design strategies around these four P's to achieve the ultimate goal of marketing which are: to satisfy the needs and wants of the customers; and to satisfy the profit needs of the company. To achieve these, the four elements must be blended or “mix” very well to achieve optimal results. Any mix is only as good as its weakest component. An excellent product with a poor distribution system will likely fail.

A marketing mix to be considered successful must have a competitive advantage over competition. If the mix fails to create that competitive stand, it will not achieve the ultimate objective of satisfying the needs and wants of the customers and creating profit for the company.

What is Sales Promotion?

Simply put, sales promotion is a marketing tool that offers the consumer a temporary price cutback. It occurs in such a way that the extra volume sold will be over and above what would have been sold without advertising and packaging alone.

Researchers have come to the concussion that the reason for the increase in sales promotion is attributed to increase in competition among manufacturers and sellers.

When Do You Actually Need a Sales Promotion?

That your product is doing badly in the market is not a sufficient reason for you to embark on a sales promotion. Just like advertising cannot sale a bad product, promotion cannot sales a bad product. Sales promotion basically boils down to exploring and taking advantage of key problems and opportunities. It is necessary that you be sure that promotion is what you actually need to solve the present problem before embarking on it.

When Is Sale Promotion Effective?

Sales promotion is most effective when there is a shortfall in brand performance where the business needs to:

Boost Trial Level

This works mostly with new entrants into the market. It becomes a way of encouraging consumers to try a particular product or service, especially when you are confident about the value of the product. Once consumers become familiar or hooked to the product/service, such promotion is often discontinued.

Increase Repurchase Level

This is commonly found in fast-moving consumer goods. The idea is also replicated in other products to an extent that a buyer may even end up buying a particular product for more than one reason/use.

Knowing When Promotion is Least Effective

A lot of products have moved from being brands to ordinary commodity by virtue of the frequency the engage in promotion. That underscores what we said earlier that promotions should not be used as a solution to accepting bad products.

Sales promotion will do little or no good to bad brands and declining brands.

Promotion as Brand Reenforcer

Sales promotion is not only meant to increase sales, it also helps in re-enforcing a brand. Branding, as a rule must complement advertising notions. But must work hand-in-hand to ensure the desired image and position is achieved.

Sporting Analogies

The use of sports analogies and terminology is as de rigueur in the business world as it is cringe-inducing. This is largely on account of phrases like "stepping up to the plate" being used by middle-aged bozos who clearly have no interest in sport - or indeed anything outside of work - in order to build some kind of connection with their (usually younger) staff who do have outside interests. In the UK, it's bad enough when these so-not-down-with-the-kids-it-hurts management types make assumptions about the hobbies and interests of their staff and start shoehorning in references to "goals" and "getting over the line" and "getting a hole in one" and "kabaddi kabaddi kabaddi" (ok, I made that one up), but when they use phrases that relate to sports not played - or watched - in the UK, the absurdity of the use of sports-related terms becomes particularly apparent.

Skills: Hard and Soft

Whatever your line of work, you need skills. Without skills, you can't do the job - whatever it may be. So, it stands to reason that companies need skilled employees, whatever their line of business, be it refuse collecting, shelf-stacking, pizza delivery, brain surgery or aeronautics. But it's only really in an office environment that you'll find people extolling the virtues of the staff wit the right "soft skills." According to a recent BBC report, "many graduates lack soft skills." But what are these skills, which, apparently, "recognised as key to making businesses more profitable and better places to work" according to a number of sources?

Perhaps unsurprisingly, the definition is as broad as to be near meaningless, as is often the case with the "conceptual" aspect of business. Fundamentally, soft skills relate to a person's interpersonal skills, their possessing a responsible demeanour, their ability to self-manage, negotiate, and their levels of honesty and integrity. Of course, soft skills don't necessarily reflect one's ability to actually do the job. Moreover, if an interviewer simply isn't keen on an applicant, even if they have the best experience and are the best qualified for the job, they can turn them down with the excuse - sorry, justification - that they "didn"t possess the right soft skills.' And what the hell is a "hard skill" is such a thing exists?

Roll Up, Roll Up, Roll Out

The word "roll" has a number of meanings, according to the dictionary. It can be a cylinder, a small bread loaf, a list or register, or, when used as a verb, indicates turning over and over on an axis. However, in business speak, to "roll out" means to introduce broadly. Of course, sometimes a "roll-out" can be company wide, while others can see a small team of three our four adopt a new process, in which case said process is "rolled out" to the team or department. The term has recently crossed into common parlance, and often appears in news stories. Indeed, a recent advertisement for an airliner stated that certain services - food, reclining seats, or somesuch - were being rolled out across all flights in the coming months. In light of this, the dominance of the term seems to suggest that rolling out may be analogous to the action of a steamroller.

Blameshifting

You've fucked up. Royally. So royally you could probably even find yourself out of a job. Do you grovel for your life and your career? No, of course not. You point the finger. So-and-so fed me the wrong stats, or didn't provide them on schedule. So-and-so completely failed to touch base when he was supposed to, and consequently you had no idea he'd taken the project in completely the wrong tangent. So-and-so gets hauled over the coals, and your job is safe. Yes, let some other poor cunt take the heat. The blame.... has been shifted. And that... is blameshifting.

Passing the Buck

Sometimes there's no blame as such. But in business, you need the right tools, and the right support from the right people. Which, for those in higher management, means a lot of people who sit around and nod in agreement and make encouraging noises during meetings, agree to do everything suggested, and then delegate the task of actually doing what's been agreed to some poorly paid sucker further down the food chain. So, when progress is slower than the higher management wants, it's not the fault of the nodding, encouraging cronies. It's because the guys they delegated to aren't pulling their weight, or encountered various obstacles or "blockages."

Ask the poorly paid sucker about the obstacles, and you'll find another, even moor poorly paid sucker has encountered problems - IT issues, or all the staff on his department have been off sick or quit and not been replaced. On referring to IT or HR about their involvement, it will transpire there are budget issues. Probably a shortfall because someone in higher management is being a tightwad. And so it goes on, up and down, to and fro, along and along. Passing the buck can be a very effective career strategy, and doing it well without ever being caught without an excuse is a valuable skill. A soft one, no doubt.

Capture That Data

The connotations of "capture" to the majority of people, are, I would expect, suggestive of being caught or taking prisoners rather than suggesting anything to do with information. But given the way so much information gets misused and misinterpreted, it's perhaps fitting that to gather and record information and numbers is referred to as capturing the data. After all, you just know all that data's begging to be set free again....

Flow Charts

Planning is everything in business. Indeed, for some people, planning is a full-time job. But "planning stuff" doesn't sound particularly sexy, and so to pretty things up, charts and illustrations - usually done on Powerpoint - are favoured by these tedious nerds. So, you want to know how something happens? Sure. But "you go from A to C via B really isn"t impressive, which is why jazzing things up with boxes connected by lines and arrows is the thing to do. But then, "boxes connected by lines and arrows" doesn't sound too impressive either, which is why Flow Charts and Process Maps were invented. It makes the data you've captured look cool and sound cool and, better still, co-ordinated, rendering a haphazard pile of papers being shunted between desks a smooth, linear sequence of events. Clever huh?

Acronymamania!

“Quick! I need a SOAP ASAP! And I need that MI PDQ, I'm in a telecon in five!” you've probably heard such things being said - or yelled - countless times by managers and management suck-ups if you happen to work in an office. If you know what the fuck they're on about, then it's a fair sign that you've probably been there for too long. Time is money. Using words takes time, and therefore costs money. Thus, to save money, acronyms can be immensely useful. Acronyms aren't terrible per se, and nor are they found exclusively in the business domain. But in the corporate environment, managers and people on projects have a habit of cooking up new ones and creating acronyms for things that probably don't really need or warrant acronyms behind closed doors and in exclusive meetings. “Yes, we need to really start pushing them on the Scheme for Outreach Directives, going forward... that way, we can really start Making a Difference and provide Good Value for Money, going forward.”

Quite forgetting that these new terms aren't common knowledge, a mass communication will be circulated around the entire company, and it will be littered with these obscure sequences of capital letters without any explanation of their meaning: "All staff, FYI: Project Beckham is pleased to announce that Bill McToss will be the CUNT going forward. PB"s objectives are focused around our focus on SOD, which will enable us to facilitate a mode of operating whereby all staff will be able to MAD. We hope to see al staff MAD by the end of the year, and there will be MAD meetings held across all sites ITNF, because SOD is central to our FUCK and SHIT strategy in the next FY. Our new impetus is on GVFM and we hope to roll this out to all departments in the next 6 months going forward.'

Statistically Speaking...

Everyone knows that there are lies, damn lies, and statistics. But in business, statistics - or Stats - mean everything. Even when they mean nothing. They dress them up in pie-charts, graphs, Venn diagrams, wavy lines in different colours to show the targets and the actuality and waffle on at length about the way "the figures speak for themselves" in board meetings and presentations, often without having even the vaguest grasp on what the crunched numbers are saying. And what are they saying? Well, precisely whatever whoever's presenting them wants to. It's all a matter of spin. Spin? No, glass half full / glass half empty! For example, when it's announced that the latest customer survey showed that 75% of respondents were happy with the service, it's often whooped up as a big positive. Cue huge round of back-slapping and ignore the fact that 25% of respondents to the same survey thought the service was gash. Until it's time for the annual reviews and the bonuses of the staff who actually do the work, at which point 25% of customers were dissatisfied, which is an unacceptable level, and is used to justify doling out paltry payouts and below-inflation annual increases.

"But is it Feasible?"

Of course, not all questions have answers. And some questions cannot be answered with a simple, straightforward "yes" or "no." But many can. In the real world, you may ask - or be asked - if 4 printers is enough between 800 people who are employed to write letters for 7 hours a day, 5 days a week. And the answer, based on simple logic and common sense would almost always be "no" (followed by the exclamation "of course not! What a ridiculous question!") but in the business world, it requires gathering a bunch of people together to discuss it, before setting out the objectives of a feasibility study. Usually, they'll spend a month coming up with a codename for the project, spend hours flouncing about and arranging "telecons" and generally pricking about while failing to grasp the basic premise of what they're researching, only to conclude after six months that they need to gather more data to make a proper assessment. So next time you hear talk of feasibility, just say "fuck it, I"ll bring my own pencil sharpener from home.'

Memorise these and use them, as frequently as possible. You'll be on the board in no time.

 

Of all of the phrases that are pointless, meaningless and overused, "going forward" really is the highest ranker. Initially, it came in as a substitute for "in the future," referring to plans to progress projects, etc. Of course, it's not really about going forward in any sense other than chronologically, because much corporate activity is about dressing up the same carp to look different. Never mind the fact it still exudes the same aroma of fish. Why "going forward" has gained such popularity is beyond me. Why not say "in the future" which has the same number of syllables, or something meaningful dependent on the context its being used? Time was when context mattered. But going forward has gone viral. It's become the "erm" of the corporate world. It's a phrase, a sentence and a full stop in itself. “We'll book a telecon to discuss it going forward.” “Yeah, book me in on my diary going forward.” As such, it's become a cliché. More than that, its ubiquitous use has stripped it of any meaning.
Having heard the phrase used in interviews on the news recently, it appears that "going forward" has actually seeped into the real world.

Reinventing the Wheel

Reinventing the wheel is something that no sensible person would attempt. And most corporate bods are sensible enough to realise this. And not reinventing the wheel is something you'll find managers bragging about. It's a new approach, but they're not trying to reinvent the wheel. Having said that....

Avoid Fillers

 

People pause and hesitate in conversation all the time. Sometimes it's because they're struggling for the right word. Sometimes it's simply out of habit. In linguistics, vocalised hesitations are referred to as "fillers." According to Michael Larcombe writing in New Scientist in 1995, "silence is often construed as a signal that the current speaker is ready to give up his or her turn. So, if we wish to continue our speaking turn, we often need to fill the silences with a sound to show that we intend to carry on speaking." But there probably aren't many linguistic experts in the corporate world, which is why when call centre staff are trained, they are instructed to avoid "foghorning." This is presumably because protracted "eeeeer" sounds are a little like foghorns. Ok. But it's also perhaps unsurprising that speakers of different languages use different sounds as fillers, which renders the term meaningless when used in training notes for staff in call centres based in India. Imperialism - or unfathomable ignorance - remains rife.

It's On My Radar

A statement you'll hear countless times when travelling by train within earshot of a corporate cock is, “Yeah, yeah, it's on my radar...” A favourite of the inept and those who prefer to look busy rather than actually doing anything.

Car-Park That

 

I suspect that most normal people consider a car-park to be a large flat place where drivers park cars. The clue's in the name, really. But if someone says they're going to "car-park that" during a meeting, it's probably not a good sign. On the surface, it's

Put It On Ice

To me, a freezer is a domestic appliance that keeps foodstuffs cold, thus preserving them. The principle is extended in the business world to refer to keeping an idea fresh but inactive. Or something. A variation of the real-world term whereby something such as a project is put "on ice," putting it in the freezer is much snappier and inventive, and provides a neat alternative to car-parking, or a "cooler" alternative to the back burner.

Be Progressive

 

The corporate world is big on buzzwords. Nevermind if they're meaningful or used sincerely. Image is everything. Substance is for other people to worry about. Yes, the box is empty, but it looks nice from the outside, so people are going to be happy to pay through the nose for it. And they're supposed to be thinking outside the box anyway, so what does it matter what's inside? Progressive is one such buzzword. Companies like to appear "progressive" - whatever that means. As far as I can tell, it means they've found new ways of screwing people over and making as much profit as possible for delivering the minimum of service or product they can get away with.

High-Level Stuff

High Level - serves to reinforce the us and them division between managers and the chairpounders who aren't important enough or savvy enough to understand what the upper echelons of an organisation discuss behind closed doors. The meeting's all about high-level stuff... we'll break it down and roll it out to staff once we've fully digested the implications of the implementing the strategy moving forward. What they really mean is that because they don;t actually do the work, they haven't got a clue, and so talk about things broadly and vaguely with no idea of whether or not it's physically possible. So, "we need to make a saving in this area of £6.2M. if we reduce the staffing levels by 60% that should do it." Yeah, but the work volume's still there. But that's not for the people on the shop floor whose jobs are on the line to worry about, because it's high level. The penpushing proles wouldn't understand.

Pushing the Envelope

The implications of pushing the envelope sound very like passing the buck. But no, It's going beyond the established boundaries. So why not pushing the boundaries or parameters rather than some meaningless metaphorical envelope?

Knowledge is Power

Sometimes there just isn't a carp metaphor or catchphrase that fits the bill. I've overheard managers on phone calls, in telecons or even in meetings foundering for a phrase that sounds impressive and serves to cover the fact they haven't a clue what they're talking about. “yeah, yeah, I've not really got so far going forward on this one, it's got a lot of chefs on it and I didn't want to step on anyone's toes. I'm still trying to capture down the soft knowledge, and it's on my radar...”

But why? Knowledge is power. If you know the code, are privy to the important, "key concepts" you can speak in a manner that sets you apart from the plebs, the drones on the bottom rungs, and those who aren't in the world of business. And in doing so, it's possible to demonstrate that knowledge and radiate signals that you therefore have the power. So, remember and use these phrases in interviews, in meetings, or loudly while loitering at the coffee machine and you'll go far.

As soon as there are two people in a room there is always the potential for differing viewpoints and heated arguments. In the workplace and in everyday life we must learn how to engage in constructive arguments without crying, using profanity or swinging fists. The way that you handle a difficult situation may well get you that promotion and company recognition that you seek. Diplomacy will take you much further in the business world than a hot, raging temper.

Here are some suggestions for the art of debating your point graciously and fighting fair:

1. Winning an argument should not be the goal.

   The goal of any argument should be to clear the air, speak your mind clearly and reach an understanding between the parties involved.

2. Get control of your emotions before you begin to express your feelings.

   Don't let the emotions of the moment take control of what you want to say and risk causing a larger problem. Focus, stay calm and think before you speak.

3. Listen to your opponent and be respectful.

   Don't interrupt and allow your opponent to say everything that they wish to say. Demonstrate that you are a good listener and there is a better chance that you will be listened to with your opposing argument as well. Repeat what you hear to show that you are actively listening. “I heard you say that…”

4. Always carefully choose your battles.

   Like the boy who cried wolf, if you continually have issues others will stop listening to you and you will be labeled a “problem.” Think about what is most important to you and be selective about the gripes you make.

5. Don't be the martyr.

   If something bugs you and it is contributing to your stress level then you must vocalize your concerns. Don't carry your resentment inside and make yourself sick or displace your anger in other ways. Displaced aggression is taking your frustrations out in ways that are directed at others who are not involved in your argument.

6. Always state the facts.

   Facts are real, while feelings and interpretations can be fiction and less credible. By stating the facts it will help you keep the argument in an agreeable middle zone and give it a focus. Agreeing on the facts, is an important step in laying the foundation for understanding. Also, an area of agreement can serve as a “safety zone” that can be revisited anytime the argument begins to slip in the wrong direction.

7. Cut out the “lawyer” attitude.

   Don't take an aggressive stance and make others feel like they are on the defensive. Drop the courtroom drama and antics.

8. Speak honestly and be constructive.

   To demonstrate that you are being honest. Always make eye contact. Eye-contact shows that you are not hiding anything.

9. Clearly understand the argument of your opponent.

   Ask questions such as “What is your concern here?” to show that you are attempting to understand the differing position

10. Be open to compromise.

    Compromise is sometimes the only way to move on after an argument and should always be carefully considered. Otherwise both sides may not budge from their positions and no one will move forward.

So keep these suggestions in mind the next time you reach a breach in communication especially in the workplace. Who knows, maybe your ability to avoid an all out war will give you the recognition and reward that you need to attain your promotional goals. Good luck!

This is you if you have a brand to promote. You are the source of the brand. Together with your marketing communication agency, you decide on how to position your brand and who you want to reach. Once the brand position and the target audience are decided, you start developing your brand message.

The brand message

The brand message is what your company wants your customers and other stakeholders to perceive. All the information and experience of the brand should be designed into the message. Here's where the 4Ps of marketing; product, price, place (distribution) and promotion play a crucial part in how you design your brand message.

The communication channel

It's all about picking the right media to reach the right target audience. Knowing the habits of the target audience is important in deciding which media channel to communicate the brand message through. For example, if your target audience is car owners, advertising on radio would be a better bet than on a parenting magazine. Media channels include TV, radio, newspaper, magazines, billboards, internet, mailers and product placement on TV shows and movies.

Noise

People are being bombarded by advertisements every day, everywhere. So how do you get your brand message through all this noise and clutter? Well, your message will not be seen and heard if your copy is poorly produced, and has a lack of clarity. Bad timing of the release and clutter from your competitor's messages are also points you need to consider. So remember the lower the noise level, the higher chance of your brand message being seen and heard.

The customer

This is the group you want your brand message to reach and get a positive response. You want your customers to remember your brand, to like it enough to act upon a desire to purchase it. To help you hook the customer, your brand message needs to be simple and relevant. Also allow your customers to ask questions and to interact. This will create positive perception of your brand.

Feedback

You want to hear what your customers think about your product. This is an important key in any marketing communication. Besides gathering information about your customers, you can also generate more leads, provide more information to reinforce their liking for your brand and to be sure you are on the right track in your brand messaging and channel choices.

#1 Assess Your Strengths

Are you a good writer? Practice and be the best writer you can be. If you enjoy kayaking, perhaps you can pitch a story to an outdoor publication. Maybe you are a civil engineer with an interest in green construction practices. Have a knack with computers? A repair service just might put a little more jingle in your pockets. The possibilities are endless - closet organization, auto detailing, business consulting, photographing special events, tailoring - ask a close friend or family member if you are struggling to find your niche.

#2 Determine Who Will Buy What You Are Selling

When Ami Moore, a Chicago Dog Trainer, started Doggie Do Right to coach dogs and pet parents to live together harmoniously, she networked endlessly. “I partnered with veterinarians, gave advice to pet parents of rehomed dogs and looked for opportunities to promote my business in online communities.” Her plan worked. In 2005, she hit six figures. Ami did several things right that you can do to home in on your target buyers. She turned to bona fide plugged in communities and turned them into referral sources to minimize her advertising costs.

#3 Evaluate The Competition

If you want to offer a scrapbooking tutorial and there are five scrapbooking stores offering lesson within a five block radius of you, find a different angle. Maybe you can specialize in a type of book or paper, or you've developed a technique none of your competitors use. Instead of a run of the mill cleaning service, use only all-natural products. The bonus is by positioning yourself as an expert, above all the fray, the perceived value of your services is greater… which means you can charge more.

#4 Pricing

Ami Moore chuckles when she recounts one of her former competitors. “He hung advertisements on doorknobs, wallpapered the community with fliers and had no takers. He reduced his prices and even offered free lessons. When he finally landed a paying dog training client, he was losing money.” Turns out the value of his service wasn't at issue - he was focusing on a planned community that banned dogs. Think about where you are looking for clients and what the marketplace is. Lawyers may have more room to pay $100 for advertising design than a trucking firm. While you build up your business, don't be afraid to be flexible on your pricing strategy.

#5 Promote Yourself

Networking is key, as illustrated by Ami Moore's success. But you need materials you can leave behind with prospects. Ami always carried an extra leash with her website imprinted on it to send home with someone who forgot one, had one too short for the park, or maybe the dog escaped the off-leash area. She had professionally printed business cards and brochures. As the revenue rolled in, she upgraded her dogdoright website and hired a publicist, which she thinks gave her better results than constantly advertising. Promotional items can be excellent if they are relevant to your target audience.

#6 Get Business Help

Most communities have a small business resource center funded by the local government, the SBA, or the Chamber of Commerce. These are all free services, or available for a nominal fee. You also gain access to SCORE, which are retired executives who may have expertise in your field. Why pay thousands in consulting fees if those same services are available at no cost? Invest $1,000 or so with an accountant to set up your books properly if you've never done it before. You will pick up a wealth of information from your consultation, and ensure you are on the right path.

Start your venture part time if you have steady income already. If it starts to take off, evaluate the pros and cons of doing it full-time. Will your gas savings, for instance, offset your loss of a 401k match from your job? Where will your health insurance come from? Once you make your decision to start your home-based business, don't be afraid to follow your dreams!

Mostcool Media, Inc. an Atlanta Internet Services company conducted an independent survey of 500 small business owners who also were website owners. This survey revealed that as much as 80% of small business owners who had paid contractors to build their company website in the past year knew little if anything about their site or even how to track traffic statistics.

“I had my site built by a web company - it has been online for 3 months and I still don't know if anyone has seen it or not”, stated one respondent of the survey, “I sure can't find it in any search engines”.

“This phenomenon is common among small business owners,” stated Jeff Glaze, President of Mostcool Media, Inc. and the author of “The Ultimate Guide For Website Owners”, “ Unless a company owner knows how to track results or can afford a marketing consultant, chances are they may never know if their website is getting results for their company”.

While a slowdown in the economy might otherwise cause a company to put marketing projects on hold, a working website is crucial to the success of today's small business. “Without a website for a prospect to reference, a small business risks a credibility gap that can cost them thousands of dollars in new business.” “More importantly having a website and not knowing how to organize the content for usability, prospect conversion, and search engines is the downfall of many a small business site.” Said Glaze.

With literally hundreds of millions of websites on the Internet, it is more important than ever for small business owners to have the basic knowledge needed to successfully leverage their presence on the Internet. Without this knowledge, an investment in a company website is nothing more than another business expense.

I do marketing consulting for our business YBD L.L.C., and was brought into this project late. So, I was put in charge of sponsorships, viral marketing, internet (one of the youth participates was actually delegated this job) and finding locations for the try outs and games.

After two months the group acquired only seven paid registrations- registration was only $20. The league kicks off in April. This program is to show that the youth can make this work but the failure was starting to reflect on YBD. Marketing and idea management are not easy to master and a project can be costly and depressing when these strategies are poorly executed. I'm going to list the key problems that occurred at this projects inception and what I suggested or changed myself.

Sponsors

The league needs sponsors. However we started hunting for them in January, we should've started in September. Also, a small introduction event would legitimize our presence: A press release for the promotional event would have alerted our target market.

Press Release

Since we are charging for registrations we can't get a free press release for the try outs or the games. Although, a free event sponsored by us, offered the community would have been press worthy. To be accepted sometimes you have to give a little, its synonymous with passing out free pens and tee- shirts.

Visuals

The flyers may be misleading for some folks. The phrase “Premier League” makes people cancel themselves out before the try outs, “I'm not good enough for a premier league”. Crash The Glass might sound like a slam dunk contest- The logo is a man slam dunking and breaking the glass backboard.

Viral Marketing

This is the most important type of marketing. We didn't go t o coaches, we just started setting up in public places and we didn't do anything to get people excited about us. We have the website but who cares if you don't make them care or alert the people that do care.

Barriers

The fact that our presence was weak made a lot of people reluctant to want to pay $20 to register- the $20 became a barrier. Not getting sign ups effects the possibility of sponsors wanting to invest in the league.

There are some other particulars, but by fixing the system by reevaluating these four issues there has been some improvement.

First, we redirect where we set up to get registrations. We finally went to a serious basketball event, this gave us exposure to the folks who care. Next, we dropped the registration fee (suddenly people are everywhere).

Finally we have devised a street team to help with viral marketing. Take ten people give them a CTG tee-shirt and some flyers they will contact more people than we can on our own.

With registrations being free we can move to a press release for a promotional event to drive registration. Also, we can aim at a new stock of sponsors. In four hours we received 50 registrations, that's more than all of last week.