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In this chapter:

In this chapter:

Crafting Your Marketing

Strategy

he universe of marketing can sometimes

resemble what William James called a

world of “blooming, buzzing confusion.”

For both offline and online, you have a wide vari-

ety of advertising, promotion, publicity, media

relations, and public relations marketing vehicles

to use. In the offline world, you have magazines,

newspapers, brochures, catalogs, television and

radio ads, promotional fliers, telemarketing, direct

mail, billboards, and press releases. In the online

world you have a choice of search engine submit-

tals; purchasing top placement in the search

engines; key word purchases; promotional emails;

text, HTML, and rich media newsletters, and much,

much more.

But this almost infinite variety of tools can all work

together in concert under four basic marketing

platforms to achieve a company’s business goals

and objectives. I call these four marketing plat-

forms P.A.R.M.: The first is positioning, which rests

on the second of acquiring, which rests on retaining,

which rests on monetizing. In addition, these plat-

forms rest on others beneath them—the wide vari-

ety of the actual marketing tactics available for

your marketing plan. In this chapter, you learn

how to reflect an understanding and savvy use of

each of these marketing platforms within the

Marketing Strategy section of your business plan.

✽

Create a marketing

strategy

✽

Plan for customer

acquisition

✽

Decide how to retain

customers

✽

Show your monetization

plan

✽

Make a public relations

plan

✽

Describe a sales strategy

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