Select the right marketing mix
for your business

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The marketing mix you choose will depend on the nature of your business, your customers and the size of your budget.

What is your target market for your product or service? Write down a detailed profile of your ideal client or customer. If you’re a business-to-business operation include basics such as industry sector, location, size (turnover or employees). If you sell to consumers include such details as age, income range, location, interests, etc.

Next, start to think about the best methods to contact your targets. Ideally, you should use several marketing methods to grow your business. These might include any or all of the following:

• Advertising - probably the most expensive method;
• Telemarketing - be careful of local privacy laws;
• Direct mail - always a winner if properly targeted;
• Internet marketing - tell the world without spending a fortune;
• Public relations - the free alternative to advertising;
• Joint ventures - affiliates, resellers and more;
• Referrals - make sure your customers shout about you

You can even implement several of these at no cost, or very low cost!

All of these subjects are covered in detail throughout the New Marketing Plan site. Just click on the links above.

Advertising is often the most obvious method, but it can also be the most expensive and least profitable option. My advice is to look at other options before spending any serious money on advertising.