MARKETING YOUR SMALL BUSINESS FOR DUMMIES AUSTRALIAN AND NEW ZEALAND EDITION

Created especially for the Australian customer!


Attract customers and ensure the ongoing success of your small business with this no-nonsense guide



Whether you own a bakery or a boutique, a plumbing or a finance business, this book gives you straightforward strategies to find more prospects, build your customer base and secure market share. Small-business guru Carolyn Tate empowers you to apply hundreds of high-impact and creative ways to market your business without breaking the bank.

* Know your target market — identify your ideal customers, and what, how and why they buy
* Develop business and marketing plans — learn how to create them and why they're so important
* Build effective databases — develop a database that creates business for you, without the headaches
* Solidify your branding — create a unique brand and keep it fresh and exciting
* Understand the power of advertising — assess if it's right for your business and how to pick the right strategies
* Master publicity — get your business in the media with the right message
* Implement relationship marketing — develop and maintain networks to create new opportunities
* Embrace websites and online marketing — build a website that drives customers to you, and use online tools and search engines to generate business

Carolyn Tate is a small-business marketing expert with a passion for making marketing real for business owners. As a small-business operator herself, she's tried all the tactics in this book, so she knows what works and what doesn't. To find out more, visit www.connectmarketing.com.au.

Introduction.


Part I: Entering the World of Marketing.


Chapter 1: Understanding the Marketing Process.


Chapter 2: Putting Customers First.


Chapter 3: Being Mindful of Market Forces.


Chapter 4: Failing to Plan is Planning to Fail.


Part II: Investing In Your Brand.


Chapter 5: Brand Basics.


Chapter 6: Creating Your Visual Brand Identity.


Chapter 7: Brand You.


Chapter 8: Creating a Grand Brand Experience.


Part III: Getting Your Business in the Media.


Chapter 9: Mastering the Basics of Advertising.


Chapter 10: Developing Your Advertising Plan.


Chapter 11: Getting the Message Out.


Chapter 12: Mastering the Basics of Publicity.


Chapter 13: Planning for Publicity Success.


Part IV: Relationship Marketing.


Chapter 14: Introducing Relationship Marketing.


Chapter 15: Putting Relationship Marketing to Work.


Part V: Marketing Online.


Chapter 16: Discovering e-Marketing.


Chapter 17: Developing a Great Website.


Chapter 18: Driving Traffi c to Your Website.


Part VI: The Part of Tens.


Chapter 19: Ten Hypothetical Answers to the Customer Value Proposition Model.


Chapter 20: Ten (or So) Marketing Do’s and Don'ts.


Chapter 21: Ten Nifty Marketing Ideas That Won’t Bankrupt You.


Part VII: Appendixes.


Appendix A: Marketing Plan Template.


Appendix B: Marketing Budget Template.


Index.