Last week I was in the grocery store. On my list was ketchup. In my mind’s eye I could see myself zipping down the condiments aisle to the ketchup display and quickly grabbing a bottle of Heinz from the shelf.
That was how I thought it would play out.
7 Kinds Of Collateral That Enrich The Buying Experience.
photo credit: Steve Snodgrass
Back in the day, marketing collateral for small business meant brochures, sales scripts, annual reports and a couple of pens with your logo. The use of these materials has typically been to promote the company and is rarely about the prospect.
Today, successful businesses have changed what and how they use marketing collateral. Bottom line…your collateral should be about the prospect and NOT about you. Taking this approach will heighten the desire for your products/services and infuse positive brand awareness in everything you do.
Critical success factors are the benchmarks by which you determine if you’re still on path to achieve your goals. They alert you in advance that your goal is on track or in peril.
The old model for many small business owners has been to develop strategies, create a timeline to deploy the tactics and hope it all comes together. The bold truth is, the competition is more prevalent and they’re now all on the same level playing field. You can no longer “hope” you’ll stay on target – you need a leg up. It’s more important than ever to know where you want to go, develop the strategies and put critical sign posts in place to assure a strong ROI.
Entrepreneurship is not an easy venture. There’s no need to tell you how many hats you wear. You can just look in the mirror.
It’s easy for me to say that a timeline is essential to success. The old model for small business owners is to wear every hat – including the one that has marketing written across the front. The problem for most small business owners is that they’re not marketers. The thought of putting on the marketing hat, creating a timeline and implementing the plan is often overwhelming.
The bottom line is that without the time, expertise and marketing connections Read more…
