It’s been a busy fall at Alliance Design. As is typical for this time of year, businesses big and small are back from summer vacation and ramping up in a big way. What do we hear from our clients? Customers are coming back in, orders are increasing and phone, email and Internet traffic is growing. Businesses and customers/clients are getting back in touch, and, as always, we’re helping them connect on every level: through their websites, mobile apps, print and digital marketing, advertising, direct mail, PR and more.
As we excitedly meet with potential, new clients – all while delivering exceptional service to the many clients we currently work with – we’ve begun to notice a trend. Increasingly, businesses are asking ‘How Do I Begin?’ Whether they’re brand new start-ups venturing out in an uncertain economy, or seasoned, growing businesses with a firm foothold in the tri-state area, more and more are asking how to begin a marketing program that’s right for their business.
It’s a good question, and there is no one correct answer. Depending on what type of business they are – retail, e-commerce, professional services or B2B – the way to begin a marketing program will vary. Let’s first start with asking the right questions:
- Do you know your audience? You have to know who you’re trying to reach with your branding and marketing initiative. Chances are you’re selling to more than just one group. There are those you already service, those who don’t know you at all, your competitors, maybe even future business partners and, of course, the media. Each group needs a different vehicle to move your message and often a different tone. For example, the way you communicate on Facebook will be different from how you write a B2B direct mail piece.
- Do you know your core strengths? What are you offering that your competitors aren’t? What sets you apart? Makes you special? If you don’t know, there’s only one way to find out: research. That’s where we come in. We canvas the competitive landscape of your business and find out which unique offerings your business should highlight.
- Do you know what you can afford to spend? We’ve said it before – so we’ll say it again – you can’t afford not to have some kind of marketing initiative. Determine what companies in your industry spend on marketing. Here are some examples: automakers generally spend 2.5% to 3.5% of revenue on marketing, liquor 5.5% to 7.5% and service industries (medical, legal, B2B) typically spend a minimum of 5%.
Now that you know how to start, let Alliance work with you on getting your marketing program off the ground. We’d love to hear from you, so call today at (973) 904-1900 or send us an e-mail. Let’s get working!