The successful business enterprise will flourish through
the aggressive and pre-planned execution of a complete "Marketing
Mix" strategy in approaching revenues.
Simply put, marketing mix involves the selection of multiple
marketing communications channels to convey your business
messages, and requires you to:
Identify Your Audience or Vertical Market
Allocate "Marketing Mix" Resources
Implement Plan
The
goal is to use both active and passive mechanisms to reinforce
the "impression rate", (or number of times that
your audience perceives that it remembers), your corporate
communications message to your target audience, leading to
increased revenues. Click
here for a complete "Business Development Checklist"
that will give you ideas for each of these disciplines.
To be truly successful, all areas of the Marketing Mix need
to be pre-planned and then executed in a timely and disciplined
fashion.
The World Wide Web, properly handled, can identify and address
both in a passive and active mode, both current and future
clients.
Marketing
Mix Model
Proactivity
Discipline
Actions/Results
Active / Passive
Web Site
Crosses all boundaries in passive / active communications.
Great freedom by potential clients in accessing
your information.
Active
Direct Sales
Face-to-Face contact. Builds rapport, leads to
proposals
Active
Telesales
Phone solicitation to identified customers; leads
to rapport building and eventual appointment for
a Direct Sales call
Active
Telemarketing
Identifying potential customers through qualifying
needs to have a problem solved that could be addressed
through your particular product or solution
Passive
Advertising / Promotions
Target vertical market associations that purchase
your product or service.
Ensure that your core corporate communications "look"
(logo, slogan, graphical look) is repeated in any
advertisement.
Vertical Market trade show participation
"Free Introductory Program" exists within
your communications goals.
Standardized Corporate Communications look to all
of your marketing efforts (Logo, Stationery, brochures,
advertisements, etc.). This acts to reinforce your
impressions rate
Passive
Public Relations
Monthly Press Release and Backgrounder to all vertical
market associations.
Monthly release to horizontal / territory markets
to build perception andretention of your core products,
services and corporate identity
The implementation of the above "Marketing
Mix" objectives in a timely and well-focused manner
should ensure the relative success of any enterprise that
has done appropriate market research to determine the viability
of it's concept.
With over twenty years of experience in marketing and corporate
communications, we know that our slogan, "We Do It All,
And We Do It Well" serves us well. Think of us as your
total solution to Business Development activities.
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Marketing
Mix Means Revenue Mix... 
The
goal is to use both active and passive mechanisms to reinforce
the "impression rate", (or number of times that
your audience perceives that it remembers), your corporate
communications message to your target audience, leading to
increased revenues. 
