The Oliver/Sorano Group, Inc.

MARKETING. If you’ve got a product or service to sell, we’ll help you find a market for it. Marketing is not selling, it is not advertising, it is not public relations; it is . . . . ., well, marketing! Letting your prospective clients or customers know that you are out there and have something to sell that they want or need. Frequently Asked Marketing Questions: 1. Should I hire someone to do my marketing or can I do it myself? Everything you do in your business requires (1) time, (2) money, and (3) effort. Do what you're good at (your "core competency") and farm out the rest. If marketing is your strongest skill, by all means, do it yourself; most business owners, however, are their companies' chief salesperson. If that is your role in your company, you will benefit from strong marketing support, so that you can go out and sell more stuff to more people. 2. If I do it myself, when should I do my marketing? Every day! Set aside some time every day, even if it is only 15 or 20 minutes, for one or more marketing tasks. 3. What marketing tools do I need? Brochures, post cards, sales letters, and a web site, as well as a VERY GOOD business card. These days, too many business owners, especially small business owners in the start-up phase, rely on free business cards acquired via the Internet. Wrong idea! It conveys to your prospective clients that you cannot afford to pay for business cards. Well, if you don't have the funds to hire a graphic designer and have a really good business card designed and printed, will you have the funds to stay in business long enough to execute the project for which you are being considered? If there is one item on which to spend money, it is your business card! 4. What are today's most effective marketing strategies and tactics? Research has shown that telemarketing is the least effective; direct mail is only slightly better, database and e-mail marketing do better for the companies that employ these tactics, and at the top of the success chart is . . . . web-based marketing! Make sure that your web site is in pristine, up-to-date condition, with a message that is finely hewn and exquisitely targeted. 5. What is a marketing plan and do I need one? For many companies, a marketing plan is just a bunch of words on sheets of paper, often nicely bound and circulated around the office and then forgotten. Your marketing plan is a road map to sales and profitability. It includes specific goals, timetables and landmarks along the way. More than a "bunch of words on sheets of paper", your marketing plan must be a call to action. Let us know when you are ready for a review of your current marketing plan, or to write a new one; we'll be glad to help.

The Oliver/Sorano Group, Inc. P.O. Box 28613 Atlanta GA 30358 USA Tel (+1) 770-455-8088 or 770-826-4294 lyasorano@lyasorano.com