Advertising, Marketing and PR: Strap on, Strap in, Slide over

Every business wants their marketing, their advertising and their PR department to gain customers and increase sales. While they often work together, these processes aren’t appropriate for all businesses at all times. Oh, and they seldom work without SOME planning. What they seldom understand is the differences between the three and how to make them work.

Strap On
Advertising seeks to tell everyone who you are and what you’re doing. Can’t penetrate your target market without some help? Need some assistance in making your product look a little better? The right ad campaign can achieve that, but be sure you don’t get too wild on appearance. Bigger with more accessories turns people off.

Strap In
Marketing requires quite a commitment. Because marketing influences the market, your business may forever be tied to these efforts. You can’t easily sway the market, and it takes quite a bit of effort to do so. No one wants to be tied down and have no idea what’s happening next. Sure, you know where it’s going, but you don’t have a lot of control once you finally get in.

Slide Over
Public Relations slides over what you already have. Used as a tool to portray your business in a positive light, PR doesn’t exist without something already being there. Think of it as an enhancement or protection for your current offerings.

So which one is your business looking for? Do you have a great product, but can’t reach those you wish to sell? Strap on some advertising and you’ll get your results. Do you have a new product that you need to create a market for? Do your research, create a track and strap your business along for the ride. Is your product/service great, but just seen in the wrong light? Slide over some PR campaigns and see what happens.

Either way, good luck.

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