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Publicity against the band in your strategy of the commercialization of the small company

Copyright J 2005 D Moore

High strategy of the commercialization of the small company includes a tactics mixture. The publicity and the band are two very important tools that all the owners of the small company need to use regularly. Many small companies that I speak to do one of the other, but do not trust to do both. Each one has its forces and weaknesses and is elogioso the one to the other.

Small company that announces forces:
- The greatest advantage with the publicity of the small company is your complete control on the message. You are able to be centered in which you wish, you write the text, and you choose the visual representations. You make sure that your message of the commercialization is given.

- You control the positioning. You choose the exact synchronization and means in which your publicity is put. This is an enormous advantage because you are naturally going to choose to place your announcements where your market of target is more probable to consider them.

- You can repeat your messages repeatedly again. The effective commercialization of the small company incorporates a high degree of repetition and consistency. The publicity of the power and is due to work in schedule regular.

- With the publicity, you (and your budget) they control your saturation of the commercialization. You can work he himself announcement through diverse publications that serve he himself market, you work the Internet that matches that it announces, you put an announcement in the radio, beams the television by cable, beams the publicity outdoors, the etc. ideally you necessity to reach your market of target at least 4 diverse ways so that they respond.

Publicity of weaknesses
- The publicity costs the money generally. Most of the small companies they do not have an enormous budget for the commercialization. Sometimes being creative aid of the power to pay the costs. You can negotiate sometimes for the publicity space. You can be able to make the publicity of the barrel.

- Small company that very announces necessities to be pointed to be effective. Sometimes the only options that you have in your community are mass-market like newspapers. Still you need to announce, but some of your dollars of the commercialization will be last to announce to populate who do not wish or they do not need what you are selling.

- Most of the small company that announces stenches. Hatred to say it, but is truth. Many publicistas of hágalo same you do not understand that she is announcing the fundamental one that she works. A good announcement towards be-throws always badly. Here it is my plug: If you cannot invest to the time and the money to learn how it really announces works, conseguirte a car of the commercialization of the small company ayudarte to construct more effective campaigns. Good will be inverted money.

Forces of the band:
- He is FREE! AUTHORIZATION, can be that you incur a very small load if

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to use to somebody to write and to distribute a launching of press for you, but this is minimum. I think that the reason by that most of the small companies they do not make band is that they do not know has done. Once again to obtain certain to train, or the payment somebody to do it for you.

- To press trusts more than announcing. If you read a revision that that says a new restaurant is the best thing of the city, there is a certain credibility there. We tend to assume that a person who is writing an article is an expert, and that is third disinterested ones.

- You can distribute the global band. Whereas you are doing is really interesting global, you can distribute your launchings of global press. This is not necessarily because aimed as your publicity needs to be, you are not only paying publishing. By the way, never to pay the editorial, and not to announce with means that the editorial promises darte while you announce. This is little ethical and is transparent - and the credibility of means will be always in the question.

Weaknesses of the band:
- You do not have any control on which the press is really going to write or to say on you. They can spell your well-known badly, they can obtain some incorrect details, they can choose to be centered in whom you do not wish to emphasize. In general this is not a great edition, while they are saying good things on you.

- the band tends to be single exhibition. Unless the circumstances are really unusual, the press is not going to work the same history repeatedly again. Been I have implied with an exception to that. It did something that corresponded with a present event and the press came to me repeated times on 4 weeks for the interviews from the TV. This one was pure synchronization. It is difficult to direct the press like that without the mercenario that looks like.

- There is no guarantee that even you are going to obtain cover. They called me to make an interview of the TV once and I undertook in the city to satisfy to the reporter and the photographer. In my way inside, the reporter called to me on my telephone of the cell to say to me that they threw of history because he broke the news that he had to go cover. Depending on what goes in you he can obtain to tons of press or no.

You see that the small publicity of the company and the band are diverse things. You need both, and you need to work in both constantly. They are two important tools in your toolbox of the commercialization of the small company.


On the author:
J D Moore - the comet of the commercialization makes your stench of the commercialization of the small company? We fix it! http://marketingcomet.typepad.com