nts utilized to build consumer awareness and desire to purchase a specific product. Advertising (in it’s many forms: print, electronic, media, billboard, inter-net, etc.) is the most obvious and successful strategy utilized when budgets allow. Direct mail is another. Still another is discount-coupons. Many items are promoted with sampling. Extra portion offers (“33% More!”) are popular in bulk packaged products. “Buy one get one Free” (and dozens of variation“an aggregate of functions involved in moving goods from producer to consumer” – Webster’s Dictionary, definition of “marketing”

“to give up property to another for money or other valuable consideration” Webster’s Dictionary, definition of “selling”

Many new entrepreneurs do not understand the difference between selling and marketing. In mature businesses, sales and marketing departments often are competitive with each other. The marketing department creates advertising, sales promotion, sales collateral, display and branding strategies applicable to a product. The sales team is charged with utilizing the tools created by the marketing department and executing the strategy to generate sales turnover.

When marketing strategy and tools are effective the marketing department often claims responsibility for the campaigns success. Conversely, when the strategy fails, the sales group blames the poor results on the deficient plan provided by marketing. This is natural, and actually a wholesome, byproduct of the internecine warfare that goes on within organizations. This competition for power, budgets and creative control often, when managed properly, can result in a more innovative, entrepreneurial enterprise.

Few entrepreneurs face the inevitable inter-departmental sales/marketing collisions inherent in developed businesses. They must be able to address, create and execute sales and marketing programs themselves, unless they can secure professional consultants for assistance in moving their products and services to market. It is crucial that the new business owner understand the relationship and importance of a successful marketing plan and sales execution of that plan.

Marketing, being “an aggregate of functions” as described in Webster’s, includes all of the sales promotional and branding elements utilized to build consumer awareness and desire to purchase a specific product. Advertising (in it’s many forms: print, electronic, media, billboard, inter-net, etc.) is the most obvious and successful strategy utilized when budgets allow. Direct mail is another. Still another is discount-coupons. Many items are promoted with sampling. Extra portion offers (“33% More!”) are popular in bulk packaged products. “Buy one get one Free” (and dozens of variations

ment creates advertising, sales promotion, sales collateral, display and branding strategies applicable to a product. The sales team is charged with utilizing the tools created by the marketing department and executing the strategy to generate sales turnover.

When marketing strategy and tools are effective the marketing department often claims responsibility for the campaigns success. Conversely, when the strategy fails, the sales group blames the poor results on the deficient plan provided by marketing. This is natural, and actually a wholesome, byproduct of the internecine warfare that goes on within organizations. This competition for power, budgets and creative control often, when managed properly, can result in a more innovative, entrepreneurial enterprise.

Few entrepreneurs face the inevitable inter-departmental sales/marketing collisions inherent in developed businesses. They must be able to address, create and execute sales and marketing programs themselves, unless they can secure professional consultants for assistance in moving their products and services to market. It is crucial that the new business owner understand the relationship and importance of a successful marketing plan and sales execution of that plan.

Marketing, being “an aggregate of functions” as described in Webster’s, includes all of the sales promotional and branding elements utilized to build consumer awareness and desire to purchase a specific product. Advertising (in it’s many forms: print, electronic, media, billboard, inter-net, etc.) is the most obvious and successful strategy utilized when budgets allow. Direct mail is another. Still another is discount-coupons. Many items are promoted with sampling. Extra portion offers (“33% More!”) are popular in bulk packaged products. “Buy one get one Free” (and dozens of variation

results on the deficient plan provided by marketing. This is natural, and actually a wholesome, byproduct of the internecine warfare that goes on within organizations. This competition for power, budgets and creative control often, when managed properly, can result in a more innovative, entrepreneurial enterprise.

Few entrepreneurs face the inevitable inter-departmental sales/marketing collisions inherent in developed businesses. They must be able to address, create and execute sales and marketing programs themselves, unless they can secure professional consultants for assistance in moving their products and services to market. It is crucial that the new business owner understand the relationship and importance of a successful marketing plan and sales execution of that plan.

Marketing, being “an aggregate of functions” as described in Webster’s, includes all of the sales promotional and branding elements utilized to build consumer awareness and desire to purchase a specific product. Advertising (in it’s many forms: print, electronic, media, billboard, inter-net, etc.) is the most obvious and successful strategy utilized when budgets allow. Direct mail is another. Still another is discount-coupons. Many items are promoted with sampling. Extra portion offers (“33% More!”) are popular in bulk packaged products. “Buy one get one Free” (and dozens of variation

dress, create and execute sales and marketing programs themselves, unless they can secure professional consultants for assistance in moving their products and services to market. It is crucial that the new business owner understand the relationship and importance of a successful marketing plan and sales execution of that plan.

Marketing, being “an aggregate of functions” as described in Webster’s, includes all of the sales promotional and branding elements utilized to build consumer awareness and desire to purchase a specific product. Advertising (in it’s many forms: print, electronic, media, billboard, inter-net, etc.) is the most obvious and successful strategy utilized when budgets allow. Direct mail is another. Still another is discount-coupons. Many items are promoted with sampling. Extra portion offers (“33% More!”) are popular in bulk packaged products. “Buy one get one Free” (and dozens of variation

nts utilized to build consumer awareness and desire to purchase a specific product. Advertising (in it’s many forms: print, electronic, media, billboard, inter-net, etc.) is the most obvious and successful strategy utilized when budgets allow. Direct mail is another. Still another is discount-coupons. Many items are promoted with sampling. Extra portion offers (“33% More!”) are popular in bulk packaged products. “Buy one get one Free” (and dozens of variations of the same) and “Buy now Pay Later” (popular for capital goods, furniture, appliances) are industry specific examples of marketing promotion techniques that have proven successful.

In addition, successful marketers create branding engines around their product and business. The famous Nike “swoosh” and the branding epithet “Just do it”, have become absolute identifiers for Nike products, the corporation and Nike’s superstar endorsers. The Geico gekko is another popular, unforgettable branding tool. Intel’s ubiquitous single note chime and the phrase “Intel Inside” reinforce the chipmaker’s story in a subtle, reassuring way.

The task of creating a marketing strategy for a brand new enterprise is not always easy. But it is always essential and eminently achievable. For entrepreneurs the process seems complicated by the fact that they do not have monies for traditional, high impact advertising campaigns. Neither did MicroSoft, WalMart, Coca-Cola, or Wendy’s when they were little, startup businesses. They were not always giants.

The lack of a large media budget should be looked upon as an opportunity not a handicap. This will force the entrepreneur to rely on stressing product features, and especially benefits. This is what will make a product successful, not just the first sale, but the second when a customer repeat purchases because initial exposure was pleasant, value for money was received and product benefits performed as promised.

Word of mouth and customer referral is the greatest form of sales promotion. How many times have you bought a new product because a friend raved about their experience with a new gadget, salad dressing or tool? Advertising cost for a referral purchase is nothing.

Selling is the execution of the marketing strategy, typically occurring when the product is physical