How to Market, Advertise and Promote Your Business or Service in Your Own Backyard

274 Pages·2008·0.89 MB·English

by  Tom C. Egelhoff

How to Market,
Advertise, and
Promote Your
Business or
Service in Your
Own Backyard
Tom Egelhoff
John Wiley & Sons, Inc.

How to Market,
Advertise, and
Promote Your
Business or
Service in Your
Own Backyard
Tom Egelhoff
John Wiley & Sons, Inc.
Copyright©2008byTomEgelhoff.Allrightsreserved.
PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey.
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Library of CongressCataloging-in-PublicationData:
Egelhoff,Tom.
Howtomarket,advertise,andpromoteyourbusinessorserviceinyour
ownbackyard / TomEgelhoff.
p. cm.
Includesindex.
ISBN978-0-470-25821-7(pbk.)
1. Smallbusiness–Management. 2. Smallbusiness–Marketing. 3. Newbusiness
enterprises–Management. 4. Advertising. 5. Salespromotion. I. Title.
HD62.7.E3582008
658.8–dc22
2008002744
PrintedintheUnitedStatesofAmerica.
10 9 8 7 6 5 4 3 2 1

Hewhofindsawifefindswhatisgood
andreceivesfavorfromtheLord.
—Proverbs18:22NIV
Tomybestfriendintheworld—mywifeJanet
Forstandingbymealltheseyearsandalwayshavingabsolutefaithin
me,whenattimesnooneelsedid.
CONTENTS
Foreword Mike Reilly vii
Preface: Why You Need This Book ix
Acknowledgments xv
Introduction: Small Town 101 xvii
Chapter 1 The Small Town Marketing Plan 1
Chapter 2 Step 1: Business Resume: Who Are You? 5
Chapter 3 Step 2: SWOT? 15
Chapter 4 Step 3: Sales Forecasting 21
Chapter 5 Step 4: Who and Where Are
Your Customers? 43
Chapter 6 Step 5: How to Create Your Plan and
Make It Work 51
Chapter 7 Step 6: How to Position Your Business 57
v
vi Contents
Chapter 8 How to Create an Advertising Plan in
Your Own Backyard 65
Chapter 9 Step 7: What Do We Say, How Do We Say
It, and Where Do We Say It? 77
Chapter 10 Step 8: Design a Marketing Calendar 163
Chapter 11 Step 9: Execute Your Plan 167
Chapter 12 Step 10: Is Your Plan Working? 169
Chapter 13 Small Town Success Principles 173
Chapter 14 Small Town Advertising 177
Chapter 15 Small Town Promotion 181
Chapter 16 Home-Based Marketing Success Principles 185
Small Business Marketing and Advertising Ideas,
Tips, and Tricks 199
Some Final Thoughts 233
Index 235
FOREWORD
W
hen Tom Egelhoff asked me to write the Foreword to
his new book, I had no idea he was actually going to
blamemeforthewholeproject.However,whilereading
the Acknowledgment I discovered that he attributed the notion of
writingasmalltownmarketingbooktoaconversationwehadseveral
yearsago.AlthoughIdon’trememberhavingthatconversation,and
thereforecanplausiblydenyallresponsibilityfortheendproduct,I
wasinterestedinreadingthemanuscript.
Icanbluntlysay,asamarketingprofessorforover20years,that
thisisthemostpracticalandusablehelpforpeopletomarketsmall
businessesinsmalltownsthatI’veeverseen.Byusinglotsofexamples
and talking in nontechnical language, Tom has made the secrets of
marketingabusinessinasmalltownintellectuallyavailabletoawide
audience. There are many good ideas here, even for folks with lots
ofexperience.
As you read through the book, I would encourage you to apply
the concepts to your business. While you’ll find some outstanding
ideas that you can apply immediately, the real benefit of the book
will come from better understanding the perspective that is needed
tosuccessfullyoperateanybusinessinthechallengingenvironment
vii