Here are excerpts from the handbook Small Business Guide to Effective Marketing Communications, provided by the Michigan Small Business Development Center, Detroit, Michigan and developed by the Business Enterprise Development Center, Troy, Michigan.

The last point in the above description refers to marketing communications, or communicating to the customer what you have to sell. Marketing communications includes understanding your customers and prospects, and developing and placing messages that will build and reinforce the buying/using tendencies of these audiences. In other words, effectively planned and executed marketing communications will help get prospects "in the door" and convince them to return.

A marketing communications program generally incorporates a number of tools and tactics based on a company's objectives, geographic reach, operating environment and budget. In this guide, you will find marketing communications tools and tactics that are cost effective and practical for the small business owner. In some cases, it is suggested that professionals be called upon to provide strategic planning, research and other specialized services.

Marketing communications efforts include: understanding your customer and prospect; establishing an identity for your company, product or service; using cost effective advertising, publications, and publicity to generate awareness and interest; and building relationships in the community and among key influencers.

Development of an overall marketing or business plan that incorporates the above concepts and disciplines enables you to identify your objectives and develop a marketing communications strategy that focuses on results. A marketing plan enables you to establish priorities, plan for consistency among messages, define budget restrictions and target your messages. The development of a complete marketing plan is highly recommended. The focus of this guide is on marketing communications, which is only one element of an overall marketing or business plan.

Marketing Communication Terms

• Market research encompasses a number of ways in which the marketer can "listen" to the customer by gathering data on customer needs, wants and preferences. These include informal techniques that gauge customer satisfaction with products and services to formal techniques which measure consumer attitudes and buying trends.

• Positioning refers to developing an image for a product or service to distinguish it from the competition and match it with customer needs and wants. Successful positioning requires being tuned in to the needs of the marketplace and presenting a consistent image in all contact with customers and prospects.

• Public Relations is a diverse discipline which strives to build and maintain understanding and acceptance between an organization and its many publics or audiences. Public relations addresses issues and situations involving communities, shareholders, news and trade media, government, consumers, suppliers and others. Many of the tools used in public relations are also used to support product and service marketing efforts.

• Advertising is the paid placement of a sponsor message in some form of media. Most advertising is intended to sell a product, service or company image; however, there are other forms that advocate ideas, causes or philosophies. Because advertising space and time are purchased, the message is controlled, which means you determine what goes into an advertisement and when it is seen or heard. The message is restricted only by the standards set by the publication or station, and by federal and state trade and communications regulations.

• Publicity refers to receiving news coverage in any external media including television and radio stations, newspapers, magazines and trade publications. In order to receive publicity, an organization must release information that is perceived to be newsworthy by a particular media outlet. Unlike advertising, publicity is not paid for, but rather it is information that is used because it is of interest to a publication's or station's audience. Because it is not paid for, the message is uncontrolled, meaning that the media outlet determines what the message will say and when it will appear. This type of message is considered much more credible that advertising since it is being communicated by a third party.

• A strategy is the basis of any focused plan designed to achieve specific goals and objectives. In marketing communications, a strategy provides an overall "game plan" or direction that takes into consideration such factors as timing, message content, positioning, target market characteristics and appropriate communication vehicles.

• Tactics are the various mechanisms or devices used to carry out a strategy. Tactics can include placing an advertisement, implementing a publicity campaign, holding a special event or developing a customer newsletter.

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