Marketing and marketing concept: tools to increase sales
Any business, whatever its size, must have a marketing strategy to increase sales. A guide.
It is often thought that marketing is essentially the launching of an advertising campaign or conducting market research. But it is a much richer area, covering not only actions to set up the business – for example, developing a product consumers will like – but also measures establishing customer loyalty and improving the company’s brand image, such as offering promotions or establishing a dialog with customers.
Marketing methods are not just for large companies with considerable resources to implement them. This section presents tools which are often simple and cheap, adapted to the requirements of self-employed entrepreneurs, start-up founders and managers of SMEs. It offers an overview of traditional techniques, such as advertising, but also the possibilities generated by communication channels on the internet.
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How to prepare your marketing strategy
Entrepreneurs must start by defining the image they want to convey. They also need to determine what they want to sell, where and at what price.
Looking after your customers: Acquire, retain, manage
The customer lies at the heart of any marketing strategy. You need to attract them, get them to buy, gain their loyalty and respond to their grievances.
Marketing tools
There is a range of tools to help launch a marketing campaign. You will pay for some; others are free. Some are used in the physical world, others on the web.
The importance of marketing: Why go down the marketing route?
Marketing is an effective way to increase sales and boost name recognition. An indispensable tool of the commercial strategy, the marketing plan should be adapted to the specificities and size of the SME.