When it comes to both marketing and distribution, you need to come up with a plan. This plan should include both the goals that you intend to achieve, in a measurable form, and the steps that you plan to take in order to get there.

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Having a plan will make it so that you can determine how effective your current marketing and distribution efforts are, and help you to figure out where you can improve on them in the future based on the results that you get.

In order to be able to track the results of your multi channel marketing and distribution plans, you will need to have a good customer relationship management software program. This will help you to figure out just who your current customers are, and what they are buying. Then you can try to market to them in other ways, or use this data to develop new markets that you can target in addition to your current customers.

You can use this software to keep track of how new customers heard of your product, for instance, so you can get a better idea of which channels are working and which are not, and switch from ineffective channels to those that might produce better results for your company.

It is important to keep at least one backup of your database, if not more because you don’t want to lose this all important information. You might want to have it backed up on different computers as well as having a copy at an off-site location just to make sure the data is safe.

Those who want to market their product internationally will need to keep in mind that this might require different marketing materials and different marketing channels.

  • You will want to do a lot of research into your target market to figure out what methods and channels are most effective there.
  • You also want to look into the culture to make sure that you do your marketing in a culturally effective manner without offending anyone.

It might take some trial and error in order to figure out just which marketing channels will work out the best in each different place that you market your product.

I am asked many questions about business and, now that I have my own weekly business focussed radio program, one of the questions that I am constantly asked is that of where the internet fits into ones overall business strategy. Before answering the question here, one of the main mistakes I see being made by the business owner is :-

  • Throwing up a website
  • Placing multiple Ads in Yellow Pages
  • Placing Ads in the classifieds

Not that there is anything wrong with using any and/or all of the items above but what I often see is that this is normally done without the use of a coherent Business Marketing Strategy. Unfortunately, most do not see the reason for taking time up front in order to put time [and money] into :-

  • Defining the message of your product/service
  • Working on your brand
  • Looking at Marketing Channels
  • Going through the Marketing Segmentation exercise
  • Pricing

… and, of course – the list could go on and on. The point is that large companies have qualified people in marketing departments working on these components all day long so, how important should this be for the small business owner. Of course this is business people such as myself come into play with being able to site down and to spend time with the business owner who is not skilled in marketing and to be able to help them to develop their core business marketing plans.

This is where we come to talk about the internet and how it should be viewed in the overall context of the business – I have run out of time, so will continue this in another post shortly.

What do you think ? any comments ? do let me know.

Best,

-Stephen C Campbell

I worked with Scott and Caspar a couple of years ago, they run April Media [http://www.AprilMedia.co.uk] …

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… Music which is a Specialist audio branding and music composition agency based in London.

Being a business already in operation with existing clients, I worked to look over their existing Business Marketing Strategy plans.