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Think strategically with small biz advertising, marketing efforts.

Article Excerpt
Small businesses may often miss the boat by thinking they can't afford advertising or a professional marketing plan.

"It takes months and often years for a new business to gain recognition and build loyal customers," says John McKie, partner/executive vice president for GodwinGroup in Jackson. "Most businesses are not immediately successful. This means effective marketing efforts must extend well beyond a grand opening period, and this level of funding is frequently not anticipated in the initial business plan."

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Small businesses often fail to define the benefit they actually provide to their customers. By failing to identify the true practical and emotional needs they fulfill, the small business is not able to communicate any benefit to the customer.

"They do not know what they are really selling," McKie says. "For example, a yard and garden store sells plants and various gardening products. But the real benefit to customers may be the ability to customize their homes and yards in a way that expresses their personality. Or, it may be the sense of accomplishment from creating a flower garden that can be enjoyed by many. Knowing the real benefit is key to success in speaking to customers."

Small businesses often...

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