Business mentor: Being clear on the big picture essential

Q: What are the essentials of marketing for a small business?

Felicity Stevens of Nutshell Marketing replies:

A: It helps to get really clear on just why you need to market, and what the different types of marketing are, so that you can pick horses for courses and spread your marketing dollar wisely.

For example you might have a brand awareness campaign quietly percolating in the background during your busy times. Then, when the pressure is on and you need to shift product or sell services right here and now, a clever promotional campaign can be embarked on which successfully launches from the awareness and preference you've been building for your brand.

Let's look at some of the different strands of marketing. What's the difference between marketing, promotion and branding, and how should you use them?

Marketing is the term for the big picture. It involves developing the right product or service, with a clearly defined brand, selling it for the right price, by the right people, and with the right promotion.

Promotion includes radio, TV and press advertising; public relations; direct marketing; outdoor advertising; internet advertising; direct sales; point of sale material, competitions and business networking. They are all part of the marketing mix and will have a place in your marketing strategy depending on your products, services and budget.

A well-balanced combination of promotional techniques can increase sales overnight while growing awareness of new products and preference for your brand, long term.

Clear branding is critical to marketing success. Your brand is more than your logo; it is the whole image of your company, your products and services. It is how you want customers and clients to feel about what you do.

Brand awareness is built over time. It starts with you, your integrity, the way you run your business, the products you make or sell, the services you provide and how you provide them. It is the way your premises look, the attitude of you and your staff, the tone of all your communications and the look that you take into the market through your promotional material and activity.

No matter how small your business, it is worth investing time into defining just what you want your brand to mean. When you are clear on your brand values, you'll be able to see clearly what products and services fit your business. What promotional activities are worth investing in. What sort of staff enhances your brand image?

A simple marketing plan that defines the elements of your brand, products or services, pricing, people and promotion will help you clarify your business goals and make achieving them a lot easier.

* Send questions to Mentor: Ellen_Read@nzherald.co.nz. Answers will be provided by Business in the Community's Business Mentor Programme.