Building A Small Business Marketing Tool Kit

The most important aspect of running a successful business is gaining a customer base. This may seem obvious, and yes, at face value it is; the difficult part is figuring out how to get people in the door that are going to spend money. After all, you are a business not a charity.

When confronted with this issue, small business owners are often at a loss and do not know how to go about marketing their products effectively. They lack an effective marketing tool kit, and as a result they lose money. So how can you create an effective marketing tool kit that allows your small business to reach its potential?

You need to know to whom your products appeal, your target market; these are the people that are going to spend money. The best way to determine who these people are is to host a series of sales events! Ok, I get it; you’re trying to make money and I’m telling you to take a hit by having not one, but several sales. Before jumping to any conclusions, let’s break this one down.

As a business owner you have two main goals: getting people in the door, and getting those people to spend money. So how do you get them in the door? Does anyone even read newspaper ads anymore? How does online marketing work? When I hand someone a brochure am I essentially saying to them “here, you throw this away,” or do they actually read those things? Unfortunately, there are no right or wrong answers to these questions. Some things that work for other businesses may not work for yours, and vise-versa. This is where the idea of hosting a series of sales comes into play.

What better way to get customers in the door then to provide them with added incentive. Keep in mind, the goal of these sales is not to reel in the cash, but rather to begin forming a database. This database is part of what is called a marketing tool kit, and it contains information about the demographics to which your product appeals, which marketing tactics work best for getting people in the door, and which marketing tactics work best for gaining and maintaining a paying customer base.

Start by utilizing as many marketing tactics as you can—both print and online. During the event, try and talk to as many people as possible. Ask them how they heard about your event, and keep track! Eventually you will be able to zero in on what worked and what didn’t. Do this for several events (remember our “series” of sales?) and you will begin to see some trends.

If you are really looking to build your marketing tool kit to the fullest potential, host a raffle during your sale. When people sign up for the raffle, have them fill out a card that asks how they heard about the event and what about the event appealed to them the most. By keeping track of this information, you continue to zero in on your target demographic. You will begin to see which tactics attract the browsers and which attract the paying customers. It goes without saying that, in the future, you will want to utilize the tactics that attracted the paying customers rather than those which attracted the browsers.

The concept is simple. Effective marketing directly correlates with how much you know about your customer base. Becoming an expert on your customer base is as easy as using one event to learn how to make the next one better. By creating and maintaining an effective marketing tool kit you will be able to pick the right marketing tools for the job, and make each event more successful than the last!

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