Welcome

Thinking Beyond the Phone Book

Sales & Marketing

Ralph Trimmer c.1962

Advertising – What is it?

Advertising is the

_______________

to the party.

Marketing – What is it?

Marketing is all the

______________

that goes into the Party!

Your Marketing Plan

• What business are you in?• How are you different from your competitors?• How will you know when you achieve

success?• What are the principles by which you operate?• How often do you review and revise your plan?• How do you maximize sales success?• How do you use the media to achieve and

shape your success?

Your Customers…

People do not respond to advertising

They respond to …

The Variables..

Reach

Frequency

Message

Your Investment

People who successfully grow their businesses through advertising consider advertising to be an

INVESTMENT

Thank you!!

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