PROView - April 2008 - (Page 4) Are You Visible in Your Marketplace? Get the Word Out through Integrated Marketing by Mathias Bergendahl, Director of Marketing & Communications In an increasingly competitive marketplace, the need to be visible has never been greater. Consumers are bombarded with hundreds of marketing impressions each day. New advertising channels are introduced daily, and many business owners may find it challenging to decide on how to invest their limited marketing dollars. When was the last time you took a close look at everything you do to reach out to potential customers? Are you placing ads in newspapers or magazines? Is your business featured on the side of buses operated by your local transit agency? Do you have an effective web presence? Do you use direct mail? Where can prospective customers find your business card? The more elaborate your marketing mix is, the more important it is to make sure your marketing messages remain the same. Is your website address mentioned on all marketing materials? Do you include your niche or specialty the same way in your ads as you do in your listing presentation? Simply put, is it clear to the consumer what you provide and the expertise you have everywhere they see your name? Regardless of which marketing efforts you employ, they should result in the highest possible exposure of your name and business to your target audience as often as possible, in as many ways as possible, and as cost-effectively as possible. That, in short, is integrated marketing. 4 PINELLAS REALTOR® ORGANIZATION April 2008
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