The document provides advice on various advertising strategies and options for a business with limited budget. It recommends first understanding the business goals and target audience, then testing different low-cost options like word-of-mouth, social media, or small-scale direct mail campaigns to see what drives sales most effectively. It also emphasizes the importance of creating a great product and letting that be the main marketing strategy if funds are very limited.

2. •
Where
would
the
best
places
for
us
to
adver3se
be?
•
What
mediums
are
best
in
driving
sales?
Print,
electronic,
etc.
•
Do
catalogs
work?
When
is
it
worth
the
expense
to
create
and
mail
a
catalog?
•
Do
I
need
to
adver3se
or
is
word-­‐of-­‐mouth
direct
calling
right?
•
What
are
the
most
effec3ve/economical
forms
of
adver3sing?
•
What
strategy
should
we
be
taking
for
adver3sing
with
liDle
or
no
money?
•
Which
marke3ng
outlet
works
best
for
a
beverage
brand
other
than
sampling?
•
What
is
the
most
effec3ve
way
to
generate
online
sales?

4. wh at
i s
yo u r
b u si n ess
go al ?
h ow
mu ch
ca n
yo u
affo rd
to
s p en d
to
rea ch
t h at
go a l ?

5. • wh at
i s
yo u r
b u si n ess
go al ?
• wh o
i s
yo u r
au d i en ce?
• wh ere
i s
yo u r
au d i en ce?
-­‐ med i a
-­‐ i n
l i fe
• H ow
ca n
you
connec t
wi th
the m?
• H ow
ca n
you
ex tend
that
con nec ti on
to
bui l d
a
rel at i onshi p?
• H ow
ca n
you
get
the m
to
i nvi te
ot hers
to
pl ay ?

6. Where
would
the
best
places
for
us
to
adver3se
be?
• where
is
your
customer?
• MRI,
Nielsen
&
Arbitron
• pay
for
it
• ask
the
media
• talk
to
your
customer

7. What
mediums
are
best
in
driving
sales?
• different
for
everyone
• look
for
case
studies
• test
• beware
the
false
posi3ve

8. Do
catalogs
work?
When
is
it
worth
the
expense
to
create
and
mail
a
catalog?
• different
for
everyone
• look
for
case
studies
• test
• use
a/b
split
tes3ng
• start
with
direct
mail
-­‐
something
small,
less
expensive
first

9. Do
I
need
to
adver3se
or
is
word-­‐of-­‐mouth
direct
calling
right?
• adver3sing
=
rapid
scale
but
can
lack
believability
• WOM
=
believability
but
lacks
rapid
scale
• Nirvana
is
the
perfect
blend
or
having
a
big
bank
account

10. What
are
the
most
effec3ve/economical
forms
of
adver3sing?
• the
most
relevant
and
targeted
• match
medium
to
product/service
-­‐ complex
is
hard
to
sell
in
30
seconds
-­‐ high
involvement
lends
itself
to
print
-­‐ emo3onal
or
trendy
lends
itself
to
tv*
*
invest
in
quality
-­‐
nothing
blows
emo3on
like
poorly
produced
tv

11. What
strategy
should
we
be
taking
for
adver3sing
with
liDle
or
no
money?
kick
ass
make
your
product/service

12. Which
marke3ng
outlet
works
best
for
a
beverage
brand
other
than
sampling?
• absolute
would
tell
you
print
• firefly
vodka
would
say
WOM
and
Social
• coke
would
say
adver3sing
• others
would
tell
you
hand-­‐to-­‐hand
is
best
• if
you
can’t
pull
it
through
the
channel,
then
you
beDer
find
someone
to
push
it
through
the
channel
for
you

13. What
is
the
most
effec3ve
way
to
generate
online
sales?
• Google
crack
• Natural
SEO
• both
require
category
desire
to
exist
• without
category
desire
neither
works
at
all
• be
desireable
• be
findable

15. Facebook.com/TomMartinTalks
The difference between art and advertising is discipline.