When all of the pieces of a puzzle are put together, they present a seamless image. But when you are given a box of fragmented pieces its often difficult to know where to begin. It all looks alike, and none of it makes much sense. Promoting your business can seem the same way. How does advertising differ from public relations, and how do they fit together?
Advertising elicits a response from the customer; public relations provides low cost or no cost publicity about you, your service or product and your company.
Start putting the pieces together. Use press releases to create a positive impression about your company and staff. Then do a direct mailing to tell your target audience a little more about your service or product. Enter a trade show, and run an ad in trade publications inviting people to stop by your booth for a free demonstration or gift. All of your efforts should point back to your presence on the web where your customers can find out more information about your business and your products, as well as obtain quotes or make purchases.
If you leave pieces out along the way, the picture you're trying to paint may not make as much sense to your customers, or the impact may be far less.
Each piece is important to the whole each piece works to reinforce the others. The more pieces you use, the stronger the image that you present to your customers, and to your potential customers.
What exactly are the different parts of the promotion puzzle? Choose one of the topics listed in the below sub-menu to learn more.