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.