|Feeling Snowed Under by PR and Marketing?|
Keep it simple - even a one page plan can prove to be more realistic by keeping the following tips in mind.
1. Pick a Market and Stick to it.
Although you might offer your handmade chocolates to everyone because 'everyone loves chocolate', trying to target 'everyone' unless you've an infinite budget, is going to prove exhausting, frustrating and quite possibly ineffective.
Contrary to what you might believe, targeting one particular market will not alienate other markets who will still buy your product but it will help you position yourself and build brand strength.
If you produce a niche product stick to it, for example if you operate an Italian restaurant then exclusively offer Italian food. You might feel tempted to add Fish and Chips to make your menu a more 'something for everyone' type of offering, you will be diluting your brand and then fall into the trap of trying to market to 'everyone'.
2. Communicate Clearly and Consistently
3. Develop relations with other suppliers or producers targeting a similar market.
Looking at year ahead mark months where a new PR and Marketing campaign will be launched. For a clothing store this could be as simple as an End of Season Sale or something more intense like a Fashion Show. Then using this as a base look at hooking up with other complimentary suppliers who are aimed at a similar market and join forces for one of your marketing campaigns. For a teenage clothing End Of Season sale perhaps consider working with a music store on discounts and vouchers with each purchase. By aligning yourself with other stores or businesses targeting a similar market will strengthen your positioning and reinforce who and what your target market is.