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A marketing strategy will help you identify your best customers, understand their needs and implement the most effective marketing methods.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Direct marketing can be a highly successful way to generate sales from existing and new customers. Find out how to target them in the best way.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

PR

Favourable media coverage can bring a range of business benefits. But how do you attract the attention of editors, broadcasters and journalists?

What can pop-up marketing do for your small business?

It's hard to overstate the importance of brand recognition, but how do you go about building it? And how do you do it on a tight budget?

One simple tactic for start-ups and small firms is pop-up marketing. The big brands call this experiential marketing and they do it because they value face-to-face interaction with customers and are looking for specific geographic focus.

But this type of promotional marketing isn't just for big names; it's accessible to all and can be one of the most effective uses of a tight marketing budget in terms of generating sales and building brand awareness.

How does it work?

Put very simply, any company can rent a small area of promotional floor-space at a shopping location and tell thousands of potential customers directly about their product or service. If you apply a little smart thinking to what you do with your space, then you can create a lasting impression.

You don't have to spend a fortune either; the space itself is usually great value and you just need to use it well to draw people into a conversation.

Say you run a local gym; you can offer passers-by a 30-second fitness test and a discount on their first month's membership. You're not just delivering a sales pitch here, you're talking about something you love and know a lot about and this will show. This face-to-face contact with customers is really important for building trust and a strong brand.

Location, location, location

Aside from the personal contact with customers, the ability to target promotions geographically is one of the main reasons companies choose to run pop-up marketing campaigns. Arguably the geographic targeting with pop-ups is even more effective than social media and targeted adverts online.

Added benefits

Another great benefit of running a pop-up promotion is the association with the host venue. Generally, venues are fairly clear that they are not officially endorsing your product or service, but it certainly can look that way in the eyes of a customer.

This can be a huge boost for new businesses trying to make a name for themselves, and coupled with the face-to-face contact with customers, it gives pop-up promotions one of the best ROIs of any marketing tactic.

Sponsored post: Copyright © 2016 Emmanuel De Ryker, chairman and founder of Promotional Space.

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