This book is a working manual of promotional ideas and programs for
your business, based on the guiding principle that everything you need
in order to grow your business is within your four walls and your neighborhood.
This is a gold mine of tactics (the building blocks of the marketing
plan of any organization) that when selected, assembled, and
tailored by you, will help you meet your specific objectives. They work
best when they are executed consistently as part of an overall plan of
action that is intended to last from several months to a year. I strongly
recommend that you develop a firm marketing plan before you begin
your promotional activities.
When I sit down to speak with new clients, they are often surprised
when I start off my marketing discussion by talking about their internal
customers, better known as their employees. Employees’ lives are
enriched when they sense commitment and caring from those whom
they work for and with. When their work is fulfilling, they become your
partners in business. Without the support and buy-in of your employees,
all the slick advertising and creative promotional ideas in the world will
never achieve the results you seek.
