Marketing

 Business For Sale System:

Ohhh, this could be the most expensive part of your business and this is from a man with experience.

However don’t despair there are ways and then there are ‘ways’ of doing marketing for your small business that can sometimes rival even the largest of businesses.

Without giving away the cow, there are two marketing techniques that can be sued for any business. 

A – Normal Natural marketing, this will get your recognition by normal advertising routes and is a very sound long term business plan.

B- Guerrilla Marketing, I like this the most. Its usually based on unnatural and ‘out of the box’ marketing concepts. Can be expensive and might not get your target audience the message! BUT it can be a revolution.

We’ll be discussing both techniques:


Normal Natural marketing

A start up company should be doing the following BEFORE its actually started:

1. Identify your market
2. Identify you target audience and likely sales objects 
3. Identify your competitions
4. Identify ALL competitors marketing outlets 

Then comes the fun part:

1. Pick apart the competitions marketing techniques
2. Brainstorm the marketing techniques from your own perspective 
- Why would I buy this thing
- How would I find this thing in the marketplace

Remember PRICE is one thing; MARKETING is by far the most important aspect of any SALE!

This aspect usually comes in a three level programme that is followed by the growth of the business:

Level 1 – Local marketing 
Local Magazines and Newspapers, Talking to friends and family, getting local firms to give out your marketing material for free.

Cost: Cheap but relatively slow to pick up customers.

Level 2 – Borough or County advertising
Again Local and County magazines adverts. Local radio ad spots and presentations at fairs and borough county meetings. Getting recognised by other competitors.

Cost: Getting more expensive 

Level 3 – Nationwide Advertising 

Using large magazines and newspapers to advertise your products. The marketing world is full of professional companies that can increase your nationwide coverage at sight of fat cheques.

Cost: High, that all we can say.

Some would argue that the Internet should be placed in each of these levels but we disagree, a Web Site is as essential as could be, it should NOT be part of these levels it should be there before the levels are implemented!

Now this approach is a dependable one, it will get you more and more business over time. The downside is that it will take time! The upside is that your company grows with the expenditure, this growth is important, it lets you and your company expand at a reasonable rate. Many have failed due to over marketing and not knowing how much business is enough before expansion overcomes available recourses.



Guerrilla Marketing
Now this is a relatively new concept and encompasses a lot of wild ideas. 

What has to be remembered is that this might get your company a lot of recognition but NO sales!

Some important rules:

- It has to be done carefully so not to look too arrogant to your target sector
- It has to be targeted, as much as possible, at your target sector. This sound funny but its not!
- Do not overspend on one technique; this could be disastrous for your business.

Guerrilla Marketing comes in many flavours and forms and here they are:

Attitude Marketing:

In order to be as effective as possible to gain an enormous market share is to use the following to your advantage and against the other competitors:

- In your face (your better than everyone else)
- Being Condescending to the other competitors
- Bold and Brash
- Extreme use of colour and text on printed material 

Basically say ‘FUCK YOU’ to everyone.

We have found that this might not be so effective when used against your target market but is sure is effective used against your competitors.

IMPORTANT: This is not a rule, only a part of Guerrilla Marketing.

Marketing Outlets:

Plenty of ‘suggestions’ but some of them might be slightly illegal.

1, Posters
2, Stickers (placed all over the shop)
3, Activities that gets you and your company into the press
4, Use illegal radio broadcasters to get to an audience 
5, Postcard placement 

All of these ‘suggestions’ can get you in troubled waters and might get you a nice fine! If done to much, might lead to a small jail sentence but this is almost unheard of!

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