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Important Steps to Marketing Success - Essay Example

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Important Steps to Marketing Success

One possibility is renting a billboard that presents a continuing storyline as a traveler goes from one billboard to another, ultimately looking forward to the next billboard and the next part of the story; i.e. Burma Shave from 1925-1963 ("Billboards, 2006), and when the dairy business was in a slump, the GOT MILK logo was used in billboards, magazines, and on television. In the meantime, the product logo becomes familiar. The cost of this type of advertising, however, might be prohibitive. Display signs that encourage the public to search you out might be a less expensive option, but these sales methods also call for a design package that might make it worthwhile to spend a little extra for a well-known designer. After all, if a designer is well-known, he or she must know how to sell an idea. Marketing also could be accomplished with print flyers or broadcast ads by creating a powerful design that demands attention and by developing a mailing list for distribution. Once you have a design, you can create your own flyers.
In advertising one thing leads to another. Advertising calls for sales promotion, which requires public relations. Public relations becomes part of personal selling, and the bottom line is direct marketing. How does one marketing decision actually suggest the next step For instance, let us say your company is selling a gadget guaranteed to outperform a similar product. You have registered your trademark, which includes a highly visible logo. In the age of computers a mouse is no longer a small animal; it is an object designed to move you around on the computer screen. Logitech is a highly visible name in the mouse market. But what if you have a voice-activated mouse pointer that reads the information on the screen without having to use a mouse The logo could be a lightning bolt, and the name of the pointer program could be the "Wizard"--shades of Harry Potter. The simpler the logo, the more successful it could be. Look at Nike. Nothing is simpler or more recognizable than the little boomerang.
Whatever name you choose for your product, it should connect to your company name. Your particular Wizard is not the only voice-activated pointer program in the marketplace. It is therefore important to bring your company to the attention of the public. There are several ways to make your company name recognizable. One way is to connect to a charity. What if you donated several copies of your new program to a charity such as The Braille Institute This would be followed up with a press release, announcing your gift (Krotz, 2006). Not only would this be of interest to other charities, it might be a useful product for people who have arthritis or are disabled and can't use a regular mouse. If you have a reliable product and customers realize it, word of mouth can do a lot for sales.
In this high-tech age, online selling is a necessary activity. Your company should have a website that is easy to navigate. In fact, it should have a voice-activated link in keeping with your new product. As a tie-in to your website, you might set up a booth at a trade show that will allow prospective buyers to try your products. Make sure you have ...Show more

Summary

Advertising is the initial marketing tool for a new business. Targeting your audience is a prerequisite to sales success, and developing what is called a creative platform can assist communications (Chappell, 1990). The public chooses the companies that are familiar to them, and if there is enough advertising to make your company or your product stand above others of its kind by establishing a name or a recognizable brand, the chance of success increases…
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