Putting Together the Marketing Plan

I have just gotten started working on our new marketing plan. The big problem is obviously that we do not have a huge sum of money in the budget. In the past we have been limited to things that are mostly physical in nature, for example cheap postcard printing jobs that we send out to potential customers. There is obviously a limit to how much good that is going to do you though. You just can not reach that many people unless you are willing to print up hundreds of thousands of postcards. Most of all that sort of thing is going to work well with local customers also. You can just blanket the entire area within a certain range of your address or you can look to do it by demographics if you want a more targeted approach to it. That works great so long as your ambitions are local. In particular you want to be able to get the customer through the door for the first time. You offer them something they will want, then they can come in the shop and see what you have on offer. However we are looking to catch more business from our web page and that requires a much different approach to marketing. You can in theory get customers all over the world off of a web page, but obviously there are practical reasons why you would not do that. The truth is that you have to figure out how to reach people in the range of efficient shipping. For example there is a limit to how far I could ship a pallet of bricks without the cost of the shipping becoming really onerous. We do not sell bricks, but we do sell stuff that is going to be really heavy and expensive to ship.

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