So many entrepreneurs, whether they are fashion designers, filmmakers, attorneys, or diligently working to get everything done and in place so they can then consider launching a marketing campaign. Bad idea. Market first. I know it seems counterintuitive, one of those cart before the horse type of approaches, but if you’re truly set to launch your business or company and it’s not simply a daydream, start generating interest and creating a buzz now. Your initial steps are to:
Define your business
Define your target market
Develop and launch a marketing campaign.
Prepare your business launch while your public relations and marketing campaign is in process.
This doesn’t mean you try to land a national TV spot or magazine article before you’re ready, it means you start to generate interest – now. Over the years I’ve had so many clients come to me who have created and have given no thought as to how they’re going to reach their market. Too many entrepreneurs get their business in place and then sit and stare with a confused look, wondering what the next step is. Do not make that mistake.
Before you finish your film, or mix your CD, or launch your product line, begin your marketing; design and implement a strategic traditional and online PR campaign. Starting a buzz via the media and online you can pave your way to success.
Generating interest prior to your launch can:
1) Position you in the marketplace
2) Interest possible investors
3) Start bringing clients and customers your way
4) Help you find new and different distribution channels
5) Begin to establish you as an expert in your field
Make your marketing a strategic approach. Don’t simply launch a Facebook page, or send out press releases. Think the process out. Consider all of the marketing and promotional options including advertising, direct marketing, public relations, email marketing, Adwords, social media, blogging, etc. Now develop a plan that reaches your market, fits your needs and offers you the most bang for the buck.
Develop compelling story ideas; come up with photos and video that you can utilize online. Utilize the tenants of traditional PR and meld those with social media, blogging and online marketing. Start getting the word out there about you and your product or company. Don’t wait until you have a warehouse, or even a garage filled with product before you give thought to how you’re going to market. Do it now. It is an integral step on the way to success that you owe to your self and your company.
Copyright © Anthony Mora 2010
Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, \\”Spin to Win,\\” is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, \\”Spin to Win\\” can be utilized by heads of major corporations, small business owners, and entrepreneurs.
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