Promotion of a company involves a tandem of three marketing elements: market and consumer research, advertising, PR. Research is needed for the first part to be effective. The second part depends on the budget. The third, contrary to the expectations of creativity, is full of painstaking thoughtful work but, in the end, will pay off the first two.
It is necessary
- - a computer
- - telephone
Instructions
Step 1
Conduct market research on the market in which the firm operates. If human resources allow - on their own, if material allow - by an external research company. The main questions you should get answers to are: Who are the competitors? What do they offer? Why do your potential consumers buy their product or service?
Step 2
Decide if there is any way you can complement the consumer qualities of your proposed product. To do this, follow two steps. Find them and compare them with the qualities of competitors' products. Second step - try combining. Thus, what you offer will become more profitable for the target audience than other products on the market. And it is even pleasant to promote a company that offers a highly competitive product.
Step 3
Determine your advertising strategy. Will you promote the company through the media or the products are so narrowly specialized that only direct mailing to end consumers is relevant. Perhaps, in order to promote a company, it makes sense to look for partners for cross-marketing - cross-promotion of diverse products and services designed for one audience. Not in the last place can be barter advertising - of course, if your activity is of interest to the owner of the advertising medium.
Step 4
Develop a PR campaign. PR differs from advertising in that it is an order of magnitude less expensive. But in order to promote a firm, such campaigns must be carried out on a planned basis, and not from time to time. That is why they are usually developed immediately for any lengthy period - say, six months or a year.
Step 5
Create a strategy for promoting your company on the Internet. The World Wide Web is one of the lowest cost advertising media. Of course, taking it into account if the target audience of the product or service you offer is not Internet users - for example, retirees - is hardly reasonable.
Step 6
Make your branding. To promote your company, you need to ensure frequent contact of the target group with your brand. And the contact can be, including, visual. Don't forget the website. Online promotion is one thing, but a virtual office is another. Try to make your site informative, easy to navigate, and accessible to search engines.
Step 7
Create newsworthy - the ability to frequently and free of charge flicker on the pages of electronic and paper media. Publish press releases at least once a month, but remember - they should be composed in such a way as to arouse the interest of not only the end consumer, but also the editors of newspapers and magazines. The quality of the release also largely depends on how quickly you promote your company.
