subject: Market First! [print this page] So many entrepreneurs, whether they are fashion designers, filmmakers, attorneys, or diligently working to get everything done and in place so they can then consider launching a marketing campaign. Bad idea. Market first. I know it seems counterintuitive, one of those cart before the horse type of approaches, but if you're truly set to launch your business or company and it's not simply a daydream, start generating interest and creating a buzz now. Your initial steps are to:
Prepare your business launch while your public relations and marketing campaign is in process.
This doesn't mean you try to land a national TV spot or magazine article before you're ready, it means you start to generate interest now. Over the years I've had so many clients come to me who have created and have given no thought as to how they're going to reach their market. Too many entrepreneurs get their business in place and then sit and stare with a confused look, wondering what the next step is. Do not make that mistake. Before you finish your film, or mix your CD, or launch your product line, begin your marketing; design and implement a strategic traditional and online PR campaign. Starting a buzz via the media and online you can pave your way to success.
Generating interest prior to your launch can:
1) Position you in the marketplace
2) Interest possible investors
3) Start bringing clients and customers your way
4) Help you find new and different distribution channels
5) Begin to establish you as an expert in your field
Make your marketing a strategic approach. Don't simply launch a Facebook page, or send out press releases. Think the process out. Consider all of the marketing and promotional options including advertising, direct marketing, public relations, email marketing, Adwords, social media, blogging, etc. Now develop a plan that reaches your market, fits your needs and offers you the most bang for the buck.
Develop compelling story ideas; come up with photos and video that you can utilize online. Utilize the tenants of traditional PR and meld those with social media, blogging and online marketing. Start getting the word out there about you and your product or company. Don't wait until you have a warehouse, or even a garage filled with product before you give thought to how you're going to market. Do it now. It is an integral step on the way to success that you owe to your self and your company.
