E-Book - 459 pages This book is a working manual of promotional ideas and programs for your business, based on the guiding principle that everything you need in order to grow your business is within your four walls and your neighborhood. This is a gold mine of tactics (the building blocks of the marketing plan of any organization) that when selected, assembled, and tailored by you, will help you meet your specific objectives. They work best when they are executed consistently as part of an overall plan of action that is intended to last from several months to a year. I strongly recommend that you develop a firm marketing plan before you begin your promotional activities. When I sit down to speak with new clients, they are often surprised when I start off my marketing discussion by talking about their internal customers, better known as their employees. Employees’ lives are enriched when they sense commitment and caring from those whom they work for and with. When their work is fulfilling, they become your partners in business. Without the support and buy-in of your employees, all the slick advertising and creative promotional ideas in the world will never achieve the results you seek. Your internal customers should be involved in your total marketing effort, not simply by doing what you want them to do the way you want them to do it, but by soliciting their input on the tactics you want to implement. A truly devoted employee is one who honestly believes in the company and is faithful to its mission and its products or services. This book includes ideas dedicated to helping you partner with, motivate, and reward your staff in order to achieve maximum results. The tactics in this book are based on decades of successful promotion planning experience. They are targeted to specific audiences made up of the members of your community you should be trying to reach: those within your local trading area, or roughly a 10-minute drive from your front door. Whether you serve food or install carpeting, sell cars or fix teeth, run a hospital or run a pet shop; whether you’re big or small, independent or part of a chain; whether you’re in the suburbs, a shopping mall, a downtown, or a hotel, you’ll find tactics that you can either use off the shelf or adapt to fit your own situation and budget. Avoid trying to shoehorn a tactic into an insufficient budget. For example, suggestions for print or radio advertising are to be used only if your budget can sustain an effective media schedule. If a tactic involves four weeks of advertising and you can afford only one, it might be better to choose a different tactic that costs less. As you plan your activities, be sure to record all materials needed, the steps necessary to undertake the promotion, and the costs involved. Maintain a precise promotional calendar to help keep you current, properly budgeted, and on schedule. Promotions should be exciting, enjoyable experiences for your customers, your staff, and you. Keep this goal foremost in your mind. Your own enthusiasm and showmanship will add an air of electricity that will buoy your staff, re-energize your existing customers, and attract new customers.

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