I would like to respond to the following questions that were sent via email in regard to marketing.
When should marketing begin?
A: Marketing should begin before you even start your business. If you know you are about to start a business, start marketing, meaning talking it up, spreading the word, offering free workshops and or services.
How do I know if I am budgeting correctly?
A: Marketing should be your largest budget because it is ongoing. Advertising is different from marketing. A small budget can be $50 week which equates to $200 month can get you some great marketing opportunities such as sponsorship, banners, radio spots (save for about 8 weeks), etc.
How can I identify my target audience just through print media?
A: It will be very difficult and time consuming to use only one means of promotion. You must have some type of way to collect data and find out if your services are even needed and delivering business cards and/or post cards just won't do it. Trying a variation of opportunities will be to your advantage.
Q: Is a press release important?
A: A press release is very important. It can make the difference in many instances if your business is picked up by the media. A press release is an official document that can be tracked. Major NOTE! A press release MUST be written correctly and should be written by a trusted PR Firm.