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eBook Category: Business/Reference
eBook Description: Every organisation needs customers. In order to grow and survive you need to actively market your business, its services and products. And even if you are operating in the public sector, or in a non-profit organisation, there is still a need to communicate successfully with your target market. This guide shows you how to use a variety of marketing techniques both traditional and Internet based to win more business. This guide will show you: how to target your customers and prospective customers; how to use the various; promotional tools more successfully; how to make your advertising and direct mail more effective; how to integrate email marketing and the Internet into your marketing strategy; how to conduct e mail campaigns; how to write newsletters and enewsletters; how to develop and exploit opportunities for sponsorship; how to win business at exhibitions; and how to build a media profile and write news releases.

eBook Publisher: Rowmark/Rowmark
Fictionwise Release Date: September 2007

The key to successful marketing is in knowing your customers, understanding their needs and desires and
communicating with them in an effective manner.
Without this knowledge the marketing you undertake
could be suspect and therefore a waste of time, money
and energy. So, how well do you know your markets?
Try answering the seven key questions below.
Seven key marketing questions
1. What business are you in?
This is not as straightforward as it seems. For example
if you are a book publisher then you might think that
your business is printing and selling books but it isn?t.
Depending upon the types of books a publisher produces
he can be in the business of entertaining, educating,
informing, providing escapism or all four.
2. Who buys my products or services?
To continue with our publishing example, students and
academics will buy educational textbooks and business
books, whereas many diverse groups of people from
different socio-economic and ethnic backgrounds, and of varying age groups, will buy non-fiction and fiction
novels.
Your organisation might have a wide range of services
or products and therefore many different groups of
customers. This means that a one fit all solution will
not succeed. In order to successfully market to your
customers you need to fully understand who they are.
3. What do I know about my target markets?
What is your customers? lifestyle? What do they enjoy
doing in their spare time? How do they spend their
money? Where do they shop, what are their beliefs,
their age, ethnic backgrounds?
And if you are marketing business-to-business what do
you know about the industry sector you are targeting?
What are the buying patterns? Who is the decision
maker? Why would they buy your products?
4. What do your customers want?
Do you understand your customers? needs, their
problems, desires and tastes?
5. Where are your customers?
Where do they live? Which area or country?
6. How do you reach them?
What do they read, listen to, or watch on television? Are they Internet or technologically savvy? Do they attend
conferences or exhibitions?
7. What messages will they respond to?
What sort of images and language would they respond
to? How can you persuade them to buy? How can you
inform or educate them?
If you have answered all the questions satisfactorily then
well done, but you might like to review your answers
after reading this book to see if you are on the right
track, or if you can improve your marketing further by
being more specific in your answers.
Having a clear understanding of your target markets is
essential to effective marketing.