And diversity. No, I’m not talking about school busing. I’m talking about your marketing mix … or lack thereof ….
So many startups and entrepreneurs are trying to do it on the cheap … so they say, “I only need a website” …. Or, “I need to do PR first”. Wrong. So here’s some questions to think about in response to your comments:
- If you are only putting up a website or doing PR, what’s your value proposition?
- What’s your messaging platform?
- Have you established a brand?
- Do you know who your audiences are?
- Do you have a logo?
- A name for your company?
- Are they trademarked?
A PR folder/press kit?
Are you starting to get my point?
No one way of promoting your company is “THE ANSWER”. In the 90’s the big ad agencies and companies had Branding departments. Branding was the answer. It’s not. It’s part of the marketing mix. Then it was PR. Because it’s cheaper than advertising (allegedly). Also part of the marketing mix. Now it’s social media. Also part of the marketing mix.
None of these efforts can produce results if it lives in a vacuum. They must all be part of one integrated marketing plan, no matter how small your company is (even if it’s only you). And a lot of it can be done at no cost or cheaply … like social media – Linked In, Facebook, Twitter. And don’t forget keeping your website up to date – it’s your first impression and if it’s old and has out-of-date stuff on it, it’s not good.
So remember, you can create an integrated marketing program for yourself – remember the messaging and branding need to be consistent. And that way you will actually be saving money and getting more impact for the dollars you do spend.
Sandra Holtzman teaches CEO 035: Licensing.