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How do I begin to market and advertise my new business?

Home » Entrepreneurship » Launching a New Business » How do I begin to market and advertise my new business?

Each business requires a customized marketing and advertising plan to reach and grab the most desired customers, or "target market". To determine who your target market is, find out who is most likely to use your product of service. Tailor your advertising to publications popular with that market.

Print a good-quality business card which effectively communicates who you are and what you do. Create a unique and eye-catching logo to be used on virtually every printed promotional material. Set a workable budget for brochures, websites, print advertisements and other marketing venues.

Consider a Yellow Pages ad, or at least a plain text listing, especially if you are opening a retail store. At the same time, be aware that bigger advertising is not necessarily better. Although a full-page color ad in the Yellow Pages might be perfect for a restaurant, it won't necessarily sell more jewelry.

Pick several local newspapers or specialized newsletters that you feel may reach your audience. Advertising sales departments can provide you with the demographics of their reading audience, e.g. their age, income, occupation, sex, and outside interests. Compare the demographics of these target publications with your desired market.

The key is to know your market. If you open a local copy shop, local newspaper and yellow pages ads and a few seasonal direct mail coupons may be your best bet. Print a good business card and drop it off at local businesses that may likely need your services in the future. Get to know the office managers at these businesses, and drop off sale flyers.

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