To market, to market?

Recently I met with some members of a local marketing firm who are exploring some creative ways to drum up new customers.  They made an interesting comment… most companies confuse marketing with advertising.  It’s true, the terms are often synonymous to the general business owner, when they are really two separate business functions.  I’m not a marketing expert, but even in my agency we use a variety of methods to reach our target markets – direct mail, e-newsletters, print advertising, hosting business receptions, our website, streaming video and word of mouth.  Advertising can have numerous mediums as well – radio, TV, newspapers, magazines, online and more.  And speaking of target markets, do you know what yours is?

Many small businesses don’t have much of a budget (if any) for marketing OR advertising, so in this case the best kind of advertising is FREE.  This can include word of mouth, cooperative efforts, participating in free events, networking and more.  For example, I was contacted by a local yoga studio on how she could advertise an upcoming free yoga class that was being held in conjunction with the Downtown Yakima’s First Friday monthly event.  One of my suggestions was to contact the local media to see if they’d do a story – lo and behold, she got a front page photo and story on the benefits of yoga.  Do you know how much an ad the size of that photo would have been?  At least $500.00, not to mention the story itself. 

Want to learn more about marketing?  Here are two chances to take advantage of some low cost marketing instruction.  The Grandview Campus of YVCC is offering two marketing classes on June 18th.  These are taught by a nationally well known expert in marketing and marketing for the wine industry.  This could be a great opportunity to get some quality tips for a very reasonable price.  You can attend one or both sessions.  Also, the YVEN is offering an introductory marketing class on June 25th.  For more information on either workshop, please visit our events page.

Tell us what your favorite free way of marketing or advertising is – we’d love to hear some examples of what worked (or didn’t) for your business.

Business Plan Basics

Need to do a business plan but don’t know how to start?  Or perhaps you are too busy?  Attend a short class on business plan basics – Thursday, May 28th, 11:30 a.m. to 1:00 p.m.  This workshop will tell you what you will need to develop a business plan, figure out your market and evaluate the feasibility of your business.  Perfect for the new business owner who needs to project financials, narrow down target markets or for the potential business owner who is evaluating whether starting a business makes sense. 

There are numerous business plan software programs or free online samples out there; even so, you still need to have the basic information to fill in the blanks – this workshop is designed to help you determine what that information is.  This class is part of a four-part Working Lunch Series – there is also a class on basic marketing and an introduction to financing your business.  Classes are held at the Central Washington Business Resource Center and are $15.00, which includes lunch.  Call me at 575.1140 to reserve your spot.

New Seminars Aim to Help Businesses Thrive

The Greater Yakima Chamber of Commerce has announced dates for two new business education seminars.  The next workshop is ‘Using Technology as a Tool’, to be held Tuesday, May 26th from 11:30 a.m. to 1:00 p.m., taught by YVCC Instructor Michael J. Batali.  As part of the Chambers’ "Seminars for Success" Series, the second workshop is July 28th, ‘The Importance and Essentials of Human Resources".