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Most business owners think of marketing as handing out 5000 flyers. Marketing actually consists of a chain of components, each having a specific goal, and market. It can be used on its own but keeping the chain complete will ensure a successful marketing campaign.
When I intensively started researching marketing, I came across this simple description of the marketing chain and each component.
• If the circus is coming to town and you paint a sign saying ‘Circus coming to the Fairground Saturday’ - that’s ADVERTISING.
• If you put the sign on the back of an elephant and walk it into town - that’s PROMOTION.
• If the elephant walks through the mayor’s flower bed - that’s PUBLICITY.
• If you get the mayor to laugh about it - that’s PUBLIC RELATIONS.
• If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus - that’s SALES.
• AND, if you planned the whole thing - that’s MARKETING!!!
Make sure marketing is a core part of your business if you want to stay in business.
Reference: ©Entrepreneur Magazine, South Africa - Smart Business Solutions (Pty) Ltd. All
Written By: Joh-Mari van Heerden
CABA (Cape Agulhas Business Association) is a non-profit organisation in Bredasdorp that aims to forge business relationships within communities. The organisation strives to create a vibrant and sustainable socio-economic environment in the Cape Agulhas region, by having open discussions with all bu...
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