As a marketing professional in Las Vegas, I am often asked the same two questions. Do I really need a business plan?  What details should I include in my business plan? Here are some answers to the questions:

Do I really need a business plan?

For most Las Vegas businesses the answer to this question would be yes. The majority of new businesses and ones that require investment by way of a loan or a business partner, a business plan is an absolute must. Potential investors will want to see, for example, your growth projections before they commit to invest in your business.

Types of businesses that do not require a business plan:

• A business that is happy to stay as is and has no plans to expand
• A business that never has the need to take out a bank loan
• A business that is a one man shop, self-sufficient, without the need of outside help.

It is one thing being aware of your need for a business plan, problem is most people have no idea of how to go about creating one.

The business plan will show its readers all the plans and growth of your business and how you are going to reach these gaols. You need to have a solid strategy in place before even attempting to write your business plan. You should know the direction you are going to take, the investments you are going to make in hiring staff, and equipment. You need to have business goals and an idea of when each goal is going to be met.

In the majority of cases a business plan is used to attract people to invest into your idea and your business. It is your sales copy in effect and therefore must be a professional, well laid out and solid business plan, people will take you seriously and invest.

On the other hand if it is rushed, badly written and weak, you are not likely to receive the financial backing you’re looking for.

What should be included in my business plan?

Readers of your business plan will not only want to know about the business itself, they’ll also want to know about you and your experience. Be sure to give them a brief summary of your history and what you have achieved career wise. Jot down all of your ideas and really sell the positive side of your experience and character to them. The fact that you’re hard working and that you work well under pressure. You love a challenge and can work well as part of a team and on your own.

Describe the current market place that your business is in, your competition and the opportunities for growth in that market.

List out financial figures including operating costs, projected earnings, growth forecasts and any financial history the business might have had already.

Show in your business plan that you are flexible, that you have a plan B if plan A does not come to light.

Sell them your ideas by telling them why you’re setting up the business in the first place for example, and where you dream it will be in five years time. Lastly, be sure to include a mission statement.

Email marketing for your Las Vegas company or business is a very cost effective form of marketing and advertising and can help you keep mindshare in your client’s minds and help find your business new leads.

A professional email marketing services company in Las Vegas can help assist you in desinging a template for your email marketing campaign, help you import your contacts and can train you on how to write your own newsletters, send them out to your database and track the results of your efforts.

In general, you can sign up with a company, like constantcontact.com, and starting at $25/month (cost depends on the size of your email database and the frequency you send emails out to that database), you can communicate directly with your clients and customers from your email database and inform them of:

• Latest company news
• Timely articles, tips and tricks
• Changes in your product and services offerings
• Key management changes
• Specials, promotions and bargains
• Keeps your company in your customer’s mindshare

35% of visitors fail to achieve their goal when they visit Las Vegas websites! By following two simple rules, you really can increase your web revenue by a third or more!

Respected website usability researcher, Jakob Nielsen, published results of his latest study. His test subjects visited over 139 websites and on average they failed to find what they were looking for about 35% of the time. Shockingly, 37% of users couldn not even find company location details and contact information.

What was truly surprising was that users did not give up… they found the information they were after, but they found it at a competitor’s web site.

So how exactly do you stop potential customers falling into the hands of your business competitors? Nielsen is right when he suggests user research. Yes, it is imperative that know what your users need and are looking for at your Las Vegas web site. But what he does not say is how to structure your website so it meets your users needs.

There are two main rules to follow:

1. Write first and build later
2. Write to your customer

The real message on most Las Vegas web sites is in the writing and the writing should determine the structure.

This is not the case for most local businesses, however. Most of the time, the writing is merely an afterthought and they design their website first, then try to fit the writing to the structure they have created. This makes no sense. You should not decide on a structure, then change the message to fit.

For a truly user-friendly website, you should plan what you want to say and communicate before you create the website and even write all the pages out before desigming or building.

So how do you decide what to write? Most customers will want to know the basics:

• What do you do exactly?
• What benefit do you offer them with your service or product?
• Why should they choose your service or product over a competitor?
• How much does your service or product cost?
• How can they contact you and where is your location?

Your Las Vegas website has to convey a lot of information and you must use your home page real estate wisely. Your website visitor should be able to find ALL relevant information on the home page (without scrolling) in a single window. So you’re probably thinking now ‘how am I going to fit it all in a single window?’ That’s where planning out your copy for the home page comes in, just do it carefully.

Your web site is an important marketing tool and is a very cost-effective way to communicate and find new customers. Remember, however, your competitors are doing the same thing. It’s important that your writing is clearly written and short and to the point, especially with your competitors’ web sites in mind.

8 More Reasons to Write Specifically for Your Audience

1. There are over 550 billion documents on the web
2. Every day another 8 million are added
3. Visitors take so long trying to find information that it costs organisations $750 billion annually! (A.T. Kearney, Network Publishing study)
4. Reading a web page from a monitor is 25% slower than reading from paper. (Sun Microsystems)
5. Helpful content develops interaction and website loyalty.
6. 79% of users scan read when online (Sun Microsystems)
7. Information gathering is the most common use of the Internet – 73% (American Express survey)
8. 48% of people use the Internet to find work-related information as opposed to 7% who use magazines. (Lyra Research)

Professional Market Planner Is Essential To Business Growth And Success

A marketing plan should be integrated into a business plan. It will determine overall objectives and goals to be acheived and in what time frame this will happen. Once the time frame has arrived, it will be important to see what success was acheived so that continued planning can take place. This requires a professional that understands business but has specialized knowledge of analyzing all aspects of the business from the inside out in order to execute the overall business plan.

The marketing plan is the document that spells out the details of what the expected outcome will be for the business. The strategy is to utilize all the the resources that the business has efficiently and effectively to meet the desired vision and mission of the business.

Products, pricing, distribution, or service rendered are included. Market research is conducted to study information about customers or markets. Brand management seeks to increase the value of the product or service and profits from it. Segmentation of the market looks closely into who might be inclined to purchase the product or service or brand. When traveling to unfamiliar destinations a map is often used to get there. In a marketing plan, the strategy is the map of how you intend to get where you want to be. Marketing management provides information for segmentation purposes. Market dominance looks at the location where the product, service or brand is strong and how much of the market you have control of. Advertising methods are also evaluated. Radio, television, newpapers, and internet are some ways to make people or other businesses aware of the product, service, or brand that you are marketing.

Data is then studied from consumers, competitors, and other markets. This information is combined with changing trends, cultural, social and ecomomic situations. Once the groundwork is laid the planning can begin. The larger the company, the more coordination is necessary.

The end of this process is to look at progress made. Monitoring progress can allow for changes in the plan as no market is stable all of the time. Changes may be needed along the way as the business plan is carried out. Changes in or outside of the business will effect the plan. For example a major competitor may have developed a product that will highly impact your company or closed a store in a region that might be marketable to your business. Internal changes may have to be made as well.

Targeting new markets will increase the customer base, increase profit and allow for advancement or development of new endeavors. Hiring a professional will ensure that the plan is laid out with specialized knowledge. A market planner will understand the product, consumer, and service you offer. They can create the map and timeline that is necessary to the future success of your business. Whether the business is big or small, marketing planning is vital to the progress and future growth of a company. A professional will know how to get you there.

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Direct marketing has been used since the early 20th century with great success. In fact, the Direct Marketing Association was started in 1917. It is a time-tested method of marketing goods and services to a community. One of the more successful DM campaigns in history was seen from a company known as Publishers Clearing House. PCH was a genius when it came to direct marketing. They had a method that was highly successful and is still a model for the successful today. Below are five of the best DM tips.

1) Test

Each market is different and each consumer is different. Every product is unique and has its own niche in the marketplace. Therefore, it becomes essential to research and design your campaign and then test the market response. If you develop a phrase that garners attention then you would obviously want keep that phrase. If you are not getting the desired results you will obviously want to adjust your strategy.

2) Research

It will do no good to develop an Ad for senior citizens only to have your marketing placed in front of teenagers. Doing demographic research is a key element to placing the right advertising in front of the right people at the right time. This will increase your sales and conversion rate.

3) Internet Direct Marketing

If you plan to direct market on the Internet use a microsite or an email that features a single product only. Nothing is more frustrating for website consumer then to click on an Ad for umbrellas only to arrive at a page featuring raincoats. Umbrellas may be somewhere on the page but if that is not immediately obvious to the consumer you just wasted your pay-per-click dollar. It applies with email marketing too. If the direct email does not contain a link to the specific product, you just wasted your money sending the mail.

4) High Impact Graphics

Boring and flat graphics are unappealing. On the other hand, high impact graphics that use shadows and vibrant colors make the Ad standout and become more appealing. Nobody realizes the value of high impact graphics like the trade booth operator. With thousands of people passing by their both they know the right graphics can quickly get the prospect’s attention and effectively communicate their message.

5) Emphasize your product’s benefits and features

One of the most basics of marketing techniques is giving people a reason to make the purchase. We all like to have good reasons for the decisions that we make. Therefore, this should be one of the first considerations when marketing. Showing a picture of the product and price will only sell to people that have already made their mind up. A true salesperson can take a non-committed customer and turn them into a sale by giving that customer the reasons why their product has the best features and the most benefits for them.

6) Get personal

Ask yourself if you would be more inclined to read a post card or e-mail addressed to you specifically or to a generic title. Financial institutions realized an 11% increase in sales when they marketed directly to a person’s name rather than to address with a generic title like occupant.

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