Before you start your marketing, before you even start your research,
you need to know what you are going to be looking for and what you are
going to be researching.
What this amounts to is knowing what
questions you need to ask yourself and find answers for. I do not
intend or hope to cover every single question you should consider, and
some industries will have a unique aspect to them that will change what
you need to consider. Still, my hope is that this list will show you
where to begin, and you can continue from here.
The first
question is what the central theme to your business will be. What are
you going to be providing for people that they cannot get anywhere
else? Is it a certain product you sell, do you bring a certain kind of
experience to the table you do not think anyone else can match, or are
you more dedicated to helping them than the competition is? You need to
pick something as your central theme, which will be at the heart of
whatever brand name you go with.
Next ask yourself who your
customers are. Are they part of a certain income bracket, part of a
certain social group, a certain age demographic, or a certain location?
There are all sorts of different things that can dictate who your
customers are, but you need to know them by face and know exactly where
you can find them.
How much room for growth is there with this
customer base? Are you going for such a broad audience that you will
not have any trouble growing? If that is the case, are you trying to
reach too many people at once? Will you be able to focus down your
marketing enough to reach them, or perhaps you need to go for a more
focused group of people?
What kind of marketing is going to work best to reach these people? Are you going to begin with some custom greeting cards in order to introduce yourself to them? For this to work you would need
a mailing list, so do you know where you can acquire a solid mailing
list in order to reach your customers?
Maybe you do not feel
like custom greeting cards and instead want to go with posters instead.
Do you know some good locations for those posters that will reach your
customers the best?
What kind of hook do you plan on using with
your marketing? This is going to relate to whatever the original theme
is, but you still need to have a unique hook in order to apply this
theme to your customers. How are you going to be improving your
customer’s lives? This is going to relate heavily to whatever your hook
is.
Those are the first questions I can think of. Now it is up
to you to figure out what else needs to be both asked and answered
before your marketing can begin.
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