taming the marketing monster
showing of scrapbook information, spreadsheets to organize with the enemy, the lay of the land and
pages in the mall on marketing campaigns and track income, your own assets, then make the final
display panels, just like and e-mail distribution packages. Keep strategic decisions. You should surround
photographers do? your eyes open as technology changes yourself with competent specialists,
to make sure you are taking advantage then create a battle plan…and attack!
Weapon #2: Information of all the time savers and money savers
Start at the beginning by reading a your competitors are using. Caging the Monster: A Structured Plan
marketing textbook or online resource Once you’ve educated yourself and
that outlines the principles of marketing. Marketing tools also include intangibles surrounded yourself with tools and
You’ll learn about the five P’s: product, such as surveys of customers to find out people to support your marketing
price, place (distribution), promotion what they really want, not just what objectives, it’s time to draft a battle plan.
and people. All of these principles are you think they want. Some of the most Are you going to use a combination of
interwoven to create a solid marketing powerful tools are words. Advertisers newspaper ads and direct mail letters
base for any business. You’ll notice that the world over and throughout time to reach new prospects? Do you need
the word “marketing” is used both as an have discovered powerful ways of to change your prices to match the
umbrella term and as a generic term to using words to capture the attention of income level of customers who are near
describe promotion. potential customers and convince them you geographically? Will you purchase
to buy. Pay attention to ads of all kinds Google ads or send monthly e-mail
Study stories of ways other businesses to get ideas for your own ads. newsletters?
have faced down the marketing monster
in their own businesses and won. Make Weapon #4: Captains Put together a plan that includes not
a note of specific promotional efforts and Foot Soldiers only mediums to accomplish marketing
they’ve completed and try them in your If there are parts of the marketing goals, but also a marketing schedule.
own business. Pay attention to the ways battle you are still uncomfortable with, Stagger marketing efforts, so something
others organize their marketing efforts hire captains and foot soldiers to do is going on at all times. Target times of
and track the results. If they haven’t won the specialized work. You can hire a year and mediums to match the habits
the marketing battle, study the reasons marketing expert to help you analyze of your prospects and customers.
so you can avoid the same outcome. your position in the market correctly.
Copywriters can do the specialized Finally, make a commitment to the
Weapon #3: Tools work of writing ads, customer letters, battle. Stick to your plan as closely as
As you educate yourself and study the newsletters and web pages. Teenage possible. If something isn’t working,
marketing experiences of others, write foot soldiers can hand-distribute flyers consult with your captains and go
down tools they’ve used that you could throughout the neighborhood. back to your educational materials
put in place to make your marketing to determine what might need to be
battle easier. The list will probably You won’t have time to do everything, changed. Stay the course and adjust
include technologies such as point of anyway. You are the general in this your plan as needed, and you can
purchase software to capture customer battle. Your job is to familiarize yourself vanquish the marketing monster.
Kindra Foster Lindbloom is a professional writer and editor who helps retailers, manufacturers and suppliers
create crisp, clear, professional company messages that keep them competitive in a tough economy. Call or
e-mail for more information:
Kindra@fosterwriting.com, 402-601-5483.
46 scrapbook business
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