Next step: Business starting

[RKS Computer Solutions]

I'm actually contemplating doing some SMS marketing... In May when the site went live I took up my trusty Nokia 9500 and sent out 1 text message to all my clients I've had over the years... The response was phenomenal and was the biggest day for the site in May...

I agree with ChatMaster, your market should be the deciding factor in selecting a marketing vehicle for your company or business. Sit down and write down where people in your line of business, normally have interests in, whether it be papers/magazines/books/streets(pole ads)/buildings/online/company newsletters/internet mailings... There are so many options available, and if you had the cash flow you could certainly go with them all, but for starting, pick the one medium that will get the momentum going....

[Chatmaster]

Good response Riaan

I have little time today, but here it goes...

Let me word my original response differently. Look at what makes your business different, look at where you can create a buzz to obtain the publicity from your network of existing supporters or users. Look at examples within the industry.

Google has never spent one dime on advertising but they are the largest online company in terms of profits in the world. They were however not the first search engine and they entered a market with some super competitors. Still what made them the biggest in the world in just a few years?

One of the biggest talked about sites a few years back was richjerk.com He made allot of people talk just by being the most arrogant and secretive person on the web? He would keep on telling people how pathetic they are and how wonderful he is... At the end of the day,... he is nothing special and knows nothing special... But still he is one of the only people sending emails to their subscribers, swearing at them and insulting them, and they do not cancel their subscriptions.

One of the oldest Web forums is got to be webmasterworld.com what made them really popular amongst the SEO community? Googleguy?

I can carry on and on... You can use this exact same example with landbased companies as well. If you do not tell people what makes you unique they will not buy from you, even if you have the best product or service out there! What ever you do must be unique to you. It must make you stand out from the rest! If people drive past your business they must "NOTICE" you! If they get to your website... Visitors must "NOTICE" you.

Does it have to be some special service or product feature? No! It can even be because you have a wooden leg and a tattoo of a rose on your forehead. Something that will get people to notice you! A further improvement on standing out is by attracting only those interested in your service or product and therefore integrate target marketing instead of "shotgun" (Interrupt) marketing.

If you use lateral marketing closely related to the above mentioned you have even more options. By associating your business with something. If you look at a Petrol Station today, what do you see. If you look at it years ago, what did you see? How is selling petrol and selling a coffee at wild bean cafe related. Today, most of us expect these services and products at a petrol station. Same way you can associate yourself with something totally unrelated and use it to your marketing benefit.

[Snoopy_inc]

I know this may sound ignorant. But what is lateral marketing exactly. Maybe i call it something different?

[Chatmaster]

Mmmmmmmm. I gave you a practical example... OK I cannot find any reference on Google nor Wikipedia so I will try my best.

It is associating your product or service with a completely different idea. Something that can cause a reaction and make you stand out within your industry.

[Snoopy_inc]

Hrm... an example of .... lets say your business and lateral marketing

[Dave A]

Hrm... an example of .... lets say your business and lateral marketing

Let's join the dots. I think Chatmaster's example shows lateral marketing very well.

If you look at a Petrol Station today, what do you see. If you look at it years ago, what did you see? How is selling petrol and selling a coffee at wild bean cafe related. Today, most of us expect these services and products at a petrol station. Same way you can associate yourself with something totally unrelated and use it to your marketing benefit.

Originally the purpose of a petrol station was simply to sell petrol. Maybe the shopping experience at the petrol station is so widespread it is assumed nowadays, but when first introduced, the presence of a convenience shop was heavily promoted ahead of the "providor of fuel" message.

The message was going out - shop here for convenience - the goal was to get you to draw your petrol there too.

Here's a question - Just how much is your decision as to where you choose to get your petrol influenced by non-petrol factors?

As example in my case, the presence of a Standard Bank Auto-teller is definitely an influence if I also need to draw cash.
On the long road, I'm influenced by the quality of the coffee and restrooms.

I'm sure you'll have your own examples of things that influence you if you really think about it.