Many Las Vegas companies may decide to follow a shortcut method of planning their marketing communications strategy. Whether you’re an individual business or a company, skipping this step of business development will hinder your sales growth long term. It is important to recognize the focus on advancement by those that take the time to develop an effective marketing communications strategy. You will definitely spend several hours putting this together, but you will know that it’s useful because a marketing strategy provides you with a plan of how to handle projected successes and when it’s completed, you will have gained valuable intelligence about your target customers, brand strengths and weaknesses, competitive landscape, and finally the marketing objectives that will lead you to the top.

Start with what you know.

Take a few moments and capture your thoughts on the ideal target customer for your business. Write it down. Your final notes will give you the detail you need to formalize your Marcom strategy. Consider who you are and what you represent. What image would you like to project in the marketplace? What’s most appealing to your customer? This should be your perspective when putting a marketing communications plan together. Question everything from the customer’s point of view. Note common themes that come to mind – industries, trade associations, demographics, or anything else you notice.

Next, decide where you want to go.

Brainstorm ideas of how you can promote yourself to gain awareness of your brand as you advance through this process. Evaluate your brand’s strengths and weaknesses. Follow the basic marketing S.W.O.T. (Strengths, Weaknesses, Opportunities, and Threats) formula by developing several bullet-point statements to define each section of the analysis. Create a list of competitors in your industry, region, or specialty. You may even wish to complete S.W.O.T.s for your top, three competitors as well. It’s good practice to spend the time getting to know your competitors and this will make you much, much smarter in the end. Everything you do should be viewed through your customer’s eyes. If you have more than one, majority-type of customer, include each perspective throughout your strategy.

Now map it out.

Now that you’re fully armed with detailed knowledge of your customer base, company goals, and strengths you are in a perfect position to map out the marketing venues that will lead you to success. Begin this process with what I call a ‘zero budget.’ Author your dream list. There are no monetary blocks here and this encourages you to consider all possibilities. Explore advertising paths, customer events, trade shows, associations and chambers of commerce. Refine this list with a dose of reality then put it into action. Remember to design your ad promos from the customer’s perspective. 

Try to have fun with this process and take some time to review these web sites for great tips and tricks:

More on marketing intelligence and considerations:
http://www.mindtools.com/pages/article/newSTR_94.htm

Great tips for individuals looking to market:
http://self-employed-marketing.suite101.com/article.cfm/create_a_marketing_strategy

Marketing strategy formats with templates:
http://www.businessballs.com/freebusinessplansandmarketingtemplates.htm

For professional Las Vegas Marketing Communications consulting, contact Perkolate at 702.341.0085 or visit our website at www.perkolate.com.

Las Vegas business owners and companies spend hundreds of thousands of dollars each year on their marketing efforts.  Unfortunately many smaller companies don’t even have a marketing plan or strategy in place to help guide them and judge the results of their efforts.  Many times, it seems like money wasted.

Put on your Marketing Strategy cap!

There are numerous highly effective marketing strategies that can help you grow your Las Vegas business that can help you refine your marketing efforts. Just takes a bit of time, thought and research to figure out a plan. Here are some suggestions:

• Identify Your Target Market – Who buys your products and services and why? How old are they, are they male or female, conservative or liberal? How do they think and feel?
• Market to Existing Customers – Your existing customers are your most valuable resource. Be aware of what services you’ve provided to them and anticipate if they need additional products or services. They aren’t always aware of all of the products and services you offer. Help them, they already trust you.
• Niche Marketing – What customers or clients do you currently have where you deliver the best results and generate the most revenue? Many marketing experts agree this is one of the simplest and most effective ways to generate business.
• Provide Free Information – Providing potential clients with free information, facts, resources that will help them solve their business problem and save them time and money is a valuable strategy in getting your foot in the door for a prospect to become a client.
• Maintain Communications – Keeping in touch with present and potential clients is personable and keeps your name and company in their mind throughout the year. You can send postcards, mailers, email newsletters or call them on the phone to check in.
• Customer Referral Campaign – Offer an incentive (gift certificate, free services, etc.) for your existing loyal customers to keep your services in mind with the people they already do business with. They can act as sales people for you and you should do the same for your Clients as well.