CUSTOMERS ARE NOT YOUR ONLY MARKETING TARGET, there are five other very important sectors

You CAN market your business on a budget and reap huge rewards. CRISSE is just one leading edge strategy and it is EXCLUSIVE to the Underdog Marketing Challenge. Many business owners actively market to their customers. But did you know there are five other markets you must also include in your marketing mix? This concept is taught as part of the University Master of Marketing degree, but we have simplified it for use by any business owner or manager.

Underdog Marketing Challenge Tutor, Penelope Herbert, uses this technique for private clients but it is also a skills development course on the on-line marketing resource, the Underdog Marketing Challenge.

To give you the greatest chance of success, there are six elements that must be included in any marketing plan. We have called it CRISSE.
In every marketing plan, include communication with people in these six categories
Customers
Referrers
Influencers
Suppliers
Society
Employees

Customers, Most businesses focus on customers and clients, which is fine, but there are five other areas that can greatly increase your market share and public profile

Referrers, Clearly, people who can refer business to you. Current and past customers, friends, networking affiliates, and so on. Market to them and ask them for their support in referring business to you

Influencers, An influencer may not be a customer, they may never have used your business, but they can influence feelings about your business, because people listen to their opinions. They could be your local Mayor or President of the Chamber of Commerce. Market yourself and your business to them in a positive manner

Suppliers, This is possibly the most under-utilised segment. Suppliers interact with you regularly and have the capacity to refer and influence business. Do not see this segment as JUST a supplier see them as a partner in promoting your business

Society, If you work in the community, support charities, or have a philanthropic role, then market that as a positive component of your business. Do not brag, but allow this part of your business to be a marketing tactic. Many customers and potential customers, will value a business that cares about its community

Employees, Can be your BEST ambassadors. Treat your staff as valued and empowered people. Share your appropriate fears and your dreams with them. Tell them and show them how they can help you, and they will take that message far and wide. Treat them badly and they will take that message far and wide too

Advertising is NOT marketing. It is only one small tactic of a competent and wide-reaching marketing plan. You CAN market your business on a budget and reap huge rewards. CRISSE is just one leading edge strategy. For more, join global members of the Underdog Marketing Challenge, a 12-step mentored marketing program that is interactive, on-line, dynamic and it WORKS.

Author: Penelope Herbert

About the author:
Penelope is the owner of marketing and public relations agency, Hot Pepper, with over 20 years experience in television, print media, marketing planning, brand management and media relations.
She is the co-author of 'Underdog Marketing', film director, television and seminar presenter, features writer and contributing editor to a business magazine. Penelope welcomes feedback, and her profile can be viewed at www.Ecademy.com/user/penelopeherbert & blog is www.PurePr.blogspot.com


Article source: Free Public Relations Articles.