Custom Embroidered Dress Shirts

Promote Your Business like a Pro

One of the most distressing things to anyone in marketing, publicity, promotion or advertising is the perception to think they are all the same, and that they are all sales. They each have different goals, techniques, products and outcomes. Although it may be desirable to be using all elements of marketing, publicity and promotion as essential tools in your business kit, there will be times that these disciplines and tools are sequential not overlapping.

Marketing is about product placement and positioning. Marketing activities are not always sales, as it is everything that leads to the sales, as well as at times, the actual sales. Marketing defines who you are and contributes to the perception and management of your brand.

Marketing activities and products can include networking, advertising, speaking, identifying leads, one-on one meetings, proposal generation and closing. Marketing will have a say in all the ways that your market perceives your brand, including how you look and what you say to your market.

Publicity is about press and other media including magazines, newspapers, trade and financial papers, television, radio, internet blogs, viral word or mouth recognition, newsletters and webzines. The goal is to generate non-fee based recognition. The outcome of publicity is attention, visibility, market share recognition and emotional connection with your brand.

Publicity is gained through the hiring and activities of a Publicist. Techniques include integrating core messages and corporate goals, and introducing them to the media through high interest stories for their readers. Products used in publicity include press releases, feature stories, and interacting with marketing in circulating attention getting direct mail such as postcards and newsletters.

Promotion is a huge umbrella that can include all of the above, as well as radio, street teams, mailers, posters, booth and trade show participation, parties, events, charitable activities, sponsorships, product endorsements and tie-ins, product production and branded merchandise or activities around brands and branded merchandise.

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