Small Business Promotion

Trendiness

A concept in public recognition which alludes to the fit of the topic to current fashion or public interest.

Predetermined Market Segments

Professionally compiled target audiences based on shared demographics, financial, shopping, and psychographic characteristics.

Word-of-mouth

A means of spreading information about your business through the comments of friends and customers make to other potential customers.

Mat Release

A news release that is typeset and thus may be photographically reproduced for inclusion in a newspaper.

Product Expansion

A strategy whose goal is growth, base on selling existing customers a product or service they have never bought before.

Diversification

A strategy whose goal is growth, based on adding new products or services to the firm's existing collection of offerings.

Market Expansion

A strategy whose goal is growth, based on selling in areas or to groups previously not served by the business.

Market Penetration

A strategy whose goal is growth, based on selling more of the firm's product or service to the existing customer base.

Customer Vector

A type of CRM report which segments by customer on purchases or dates of purchase.

Press Kit

A type of sales kit sent to media outlets which is focused around a press release.

Sales Leads

People who receive a promotional impression and who give some thought to buying the product.

Segmentation

The process of dividing the market into smaller portions of people who have common characteristics.

Personal Selling

The process of selling your products and services that includes: -Prospect and evaluate -Prepare -Present -Close -Follow-up

Customer Relationship Management

The process of tracking the customer's different contracts with the firm, and using this data to help improve sales as well as the customer's experience.

Basic Elements of Business Identity

-Domain name and website -Business cards and stationary -Brochures and flyers -Sales packets or marketing kits -Signs -Promotional Novelties

Issue Recognition

A concept in public recognition which alludes to the extent to which the public is familiar with the issue or problem at hand.

Power

A concept in public importance which alludes to potential shifts in control or influence.

Currency

A concept in public importance which alludes to the degree to which the issue is immediate in its impact.

Human Interest

A concept in public interest which alludes to a character to whom the public can relate.

Good Story

A concept in public interest which alludes to an incident with good triumphing.

Cultural Resonance

A concept in public interest which alludes to events with a broad appeal within the market or population.

Visuals

A concept in public interest which alludes to the graphic interest held by an event.

Cognitive Dissonnce

Doubt that occurs after a purchase has been made. An inconsistency between experience and belief.

Publicity

Information about your company and its activities that is disseminated to the public in order to increase good opinion about the firm.

Free Ink

Mentions of your company or products in the media for which your firm did not pay.

Prospects

Sales leads who actually make some sort of effort to learn more about the product, service, or business in anticipation of a possible purchase.

Value Proposition

Small business owners' unique selling points that will be used to differentiate their products and/or services from those of the competition.

Search Engine Optimization

Techniques applied to web pages in order to obtain favorable placement on internet search page results.

Marketing Funnel

The rule of thumb in marketing is that it takes a large number of people to be made aware of your product in order to find a purchaser. -Value Proposition -Target Market Segmentation -Public/Press Relations ~ Advertising -Personal Selling -Customer Retention

Target Market

The segment or segments collected for concentrated marketing

Domain Name

The specific name of an internet site, consisting of a name followed by .com, .net or a similar code.

Public Importance

Things that are considered important to large numbers of otherwise unrelated people (civic importance).

Public Interest

Things that are generally considered to be beneficial to large numbers of people.

Impression

What it is called when someone notices a promotional effort

Succinct Message

Your key point is in as few and as memorable words as possible.

Proximity

A concept in public recognition which alludes to the impact level of the issue being discussed.

Sales Promotion

A form of communication that encourages the customer to act immediately, such as coupons, sales or contests.

Press Release

A written announcement intended to draw news media attention to a specific event. -Attention -Interest -Desire - details that tell more information to increase interest. -Action

Press Relations

Activities used to establish and promote a favorable opinion by the media.

Public Relations

Activities used to establish and promote a favorable opinion by the public.

Viral Marketing

Any electronic equivalent of word-of-mouth advertising, in which the advertiser's message spreads quickly and widely via email, website, blogs and other online tools.

Public Recognition

Being recognized or acknowledged by large numbers of people.

Promotional Mix

How much of each message conveyance you will use to sell your product as well as your objective in using each one.

Advertising

Often used to support the corporate identity and value propositions that are established through public relations efforts. Part of conveying your message to your customers, advertising outlets include newspapers, magazines, billboards, television, and Internet banner ads, to name a few.

Sponsorships

Paying for a local organization's needs in exchange for recognition.

Customer Retention

Techniques that focus on efforts to promote satisfaction with and interest in the firm.

Key words and description tags

Terms included in the hidden portion of a web page page (called a document head) which are used by search engines such as Yahoo and Google to describe your website and evaluate its focus and category placement.

Newsworthy Release

To garner serious attention from the media and the public, a news story needs to deliver certain essentials that will hold their attention and keep you in their thoughts. It should have public recognition, importance and interest.