Visa "How-To" Business Guides

Promoting Your Business

Overview

Every marketing plan starts the same way: by defining your target customer. Only after you have defined your target customer can you figure out the best way to reach them. Naturally, different types of target customers, or audiences, require different media and campaigns - referred to as a promotional mix - to reach them most effectively and efficiently. To begin, you must ask yourself, How tightly can I pinpoint my target audience? How large is this group? How easily can it be reached by the media? The answers will dictate the type of promotional campaign you choose.

Anyone can create an advertising plan, but only a few can create a cost-effective media plan that produces a good number of high-quality leads that convert into sales. We'll take a look at some different types of promotional media and discuss the pros and cons of effectively reaching a target audience through each.