The document provides an overview of marketing strategies for small businesses. It discusses developing a marketing plan, defining a target market, creating a brand, budgeting for marketing activities, and different marketing channels including advertising, public relations, direct mail, and online/social media. It emphasizes the importance of having a great product, consistent branding, and tracking the effectiveness of marketing efforts.
72. Tracking / Effectiveness "I know that half my advertising works... I just don't know which half." John Wanamaker (1838- 1922) If this is true of your business... STOP ADVERTISING