A Case Study in Real World Marketing – Part 2 of 5

Last month we talked about marketing vs. advertising. This month, I would like to share a personal example. Here is how my marketing team applied the principles we have been discussing to help make my first book for entrepreneurs a success.

We applied the same basic principles of marketing that can work in your business in marketing How To Salvage Millions From Your Small Business. We first determined that our primary readers were owners in the auto-recycling industry. We know by our relationships that most of these readers have limited time to read business books. If we could create a practical business guide worthy of their investment of time, we concluded, we’d be doing something significant already.

We figured that in order to make this book effective, we’d have to create tools they could easily apply and place them in the margins for quick reference.  So we did that.

We also reasoned that our primary readers wouldn’t buy enough books to justify our effort; so we slanted it toward general market small-business entrepreneurs (with less than 100 employees) who might be hungry for more success than they’ve had to date.

In this example, our determination to provide a handy reference of tools in the margin along with action items gave rise to the use of a wrench as an icon, and that resulted in the photograph we used for the cover. It was exciting to see that our subliminal message of a “tool” targeted our primary readers so well.

That’s marketing. The idea in this illustration cost us nothing.  The artwork for our cover (which serves as on-going advertising) cost very little compared to the normal cost of display advertising.

No one is going to market for you as well as you can, if you are thoughtful and fully informed. You can go to an agency, but you may end up disappointed. Your results may not be what you want and you will have spent a lot of money on the effort.

Ad agencies are probably not your best bet because most small businesses simply can’t allocate the financial resources required to hire a top advertising agency. But don’t forget traditional advertising sources for your industry, in the recycling industry Recycler’s Power Source for instance is a good way to reach all the auto recyclers cost effectively.

We believe the best thing you can do is to learn to understand marketing better. It starts with an examination of who your primary customer really is. Once you have that definition in hand, you can begin to catalogue ways to reach that specific market. There are hundreds of ways when you actually ponder it. Most of them won’t cost you much, if anything. Pick a good business book for example. Read just a few and you’ll learn more than you can implement. Two of my favorites are Customers for Life and The Discipline of Market Leaders.

Remember only you can make business great!

Ron Sturgeon, Mr. Mission Possible, has been a successful business owner for more than 35 years. As a small business consultant, he can deliver wisdom and advice gleaned from an enviable business career that started when he opened a VW repair business as a homeless 17-year-old and culminated in the sale of several businesses he built to Fortune 500 companies.Ron has helped bankers, lawyers, insurance agents, restaurant owners, and body shop owners, as well as countless salvage yard owners to become more successful business people. He is an expert in helping small business owners set the right business strategies, implement pay-for- performance, and find new customers on the web.

As a consultant, Ron shares his expertise in strategic planning, capitalization, compensation, growing market share, and more in his signature plainspoken style, providing field-proven, and high-profit best practices well ahead of the business news curve. Ron is the author of nine books, including How to Salvage More Millions from Your Small Business.

To inquire about consulting or keynote speaking, contact Ron at 817-834-3625, ext. 232, rons@MrMissionPossible.com, 5940 Eden, Haltom City, TX 76117.