Explore The Marketing Universe To Promote Your Business

Brandon Uttley Growing A Business, Marketing And Sales, Top 10 2 Comments

If you are starting or trying to grow a business, marketing is essential.

The traditional definition of marketing includes the four “Ps”:

  • Product
  • Price
  • Place
  • Promotion

From my experience, however, the last P, Promotion, is really what marketing revolves around. It means:

  • Getting the word out about your product or service
  • Reaching the right “target audience” (those most likely to need or want what you are selling)
  • Stimulating their interest
  • Convincing them to buy
  • Becoming a preferred brand

Marketing is about getting in your prospects’ and customers’ brains, so when they think about (fill-in-the-blank)—the category your product falls into—your company is “top of mind.” Otherwise, as the saying goes—if you are “out of sight, you are out of mind.”

Marketing is the art and science of worming your way into people’s brains so they know, like and trust you enough to buy your stuff. Marketing is often considered a precursor to Sales. In other words, marketing tees up and pre-qualifies opportunities, and sales closes the deal. In mature companies, marketing and sales work very closely together.

The Marketing Universe

Marketing Universe

There are thousands of ways to market a product or service. There are big, broad categories such as Advertising and Public Relations, which further break down into dozens of opportunities. All of these can be combined in unlimited and creative ways as well. And of course, people devise new marketing channels constantly.

To give you an idea of the vast array of marketing vehicles to consider, Go For Launch has created a mindmap called The Marketing Universe. Feel free to bookmark the link, as it will evolve with new ideas and suggestions! Make sure you expand each node in the mindmap to view the various marketing vehicles.

Remember, only the biggest companies can tackle all of these channels. Small businesses must pick and choose their marketing vehicles carefully, based on reaching as many targeted prospects as possible for the lowest amount of money. It often pays to hire a small business marketing consultant who can help you prioritize and implement your marketing plans.

Below are some of the major marketing channels you will see in the mindmap. Please leave a comment if you see something we missed!

Advertising

Broadcast

  • Radio spots
  • Sponsorships (public radio)
  • Sponsorships (public radio; show sponsorships)
  • TV spots

Co-Op Advertising

Movies

  • Pre-movie ads
  • In-movie sponsorships

Print

  • Magazines
  • Newsletters
  • Newspapers

Online

  • Banner ads
  • Interstials
  • Social media ads
  • Facebook
  • LinkedIn
  • Twitter

Branding

  • Logo
  • Tagline

Stationery

  • Letterhead
  • Business Cards

Signage

  • Buildings
  • Decals
  • Vehicles

Collateral

  • Brochures
  • Flyers
  • Sales Sheets/Literature

Direct mail

  • Bill stuffers
  • Direct mail ads
  • Personalized cards

 

Online

  • Conference calls
  • Webinars
  • Email marketing
  • Marketing automation
  • Social media sites
  • Screencasts
  • Website
  • Blog (your own)
  • Guest blogging
  • Mobile site
  • Online chats
  • Podcasts

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Charity

  • Charitable contributions
  • Charitable sponsorships
  • Volunteering opportunities

 

Events

  • Conferences
  • Trade shows
  • Lectures
  • Meetups
  • Workshops
  • Speaking Engagements
  • Webinars

 

Mobile

  • Text messaging/SMS
  • Mobile ads
  • Mobile apps

 

Political

  • Campaign contributions

 

Promotions

  • Coupons
  • Discount/loyalty cards
  • Pricing promotions
  • Ongoing promotions
  • Seasonal/Timed promotions

 

Public Relations

  • Press Releases
  • Media tours
  • Media interviews
  • Blogger/influencer relations
  • Publicity stunts

 

Publishing

  • Books
  • E-Books
  • Whitepapers
  • Slideshows

 

Retail

  • Displays
  • Decals
  • Menus
  • Posters
  • Sampling
  • Shelf talkers
  • Table tents

 

Specialty Products

  • Apparel
  • Business Supplies
  • Houseware items
  • Gifts

 

Video

  • Online videos
  • Livecast videos

 

 

Are there any marketing vehicles we overlooked? Leave a comment and we will update the mindmap!

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About The Author

Brandon Uttley

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Brandon Uttley is Commander and CEO of Go For Launch, LLC, his fifth startup. He is passionate about helping others launch and grow successful businesses. When not working on his business, he enjoys spending time with his wife and two young children.

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Disclosure of Material Connection: Some of the links in the post above are "affiliate links." This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission's 16 CFR, Part 255: "Guides Concerning the Use of Endorsements and Testimonials in Advertising."

  • Nice post, Brandon. But I’d have to say that the idea of branding goes way beyond a logo and tagline. That’s brand identity. Branding today = brand awareness. And so branding touches most of the other things you mention here. Effective marketing is, essentially, good branding. No product or service can go out into the world on its own and attract and engage its audience or create resonance. But branding can.

    • Jim,

      Thanks for reading and commenting.

      You are right…I glossed over branding, which is all-encompassing.

      I always liked what Marty Neumeier (author of The Brand Gap) said: ““Brand isn’t what you say about your product, it’s what other people say about your product.”

      Getting people to know or care enough to say or think anything about you is a constant challenge for most small businesses…understanding branding and psychology are pretty crucial.

      Branding definitely fascinates me, as my alter ego Brand On! implies.