Question

How would a small business owner determine the right promotional mix?  What are the keys to effective messaging?  What is meant by a value proposition?  What steps can a small business owner take to differentiate their products?

Answer 1

First you must determine your target market , then determine your objectives , design your message , select your promotional channels , public relations , sales promotion , direct marketing , personal selling , determine your budget , determine your promotional mix , measure the results of implemented program and adjust as needed. Keys to effective messaging are

1.Ask your selfIs it believable? Make sure your core message is supported by evidence. Is it easy to understand? Make your language concise, professional, and to the point.

2. Keep it simple Remember your key messages should be short and specific.

, 3. Targeted messaging Consider your target audiences. What do they need and want to hear from you?

4. Controlled communication developing key messages that are clear, concise, honest and positive will put you in control of the information

5. Review and refresh, Always be aware that your key messages are not static

Value proposition is a business or marketing statement that a company uses to summarize why a consumer should buy a product or use a service .

In order to differentiate your product by size , origin , by its branding , by its packaging , by adding a simple feature or ingredient , by offering a bonus , by highlighting a feature , by exposing the weaknesses of other brands