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Image Building A positive image of your organisation can create customer interest in doing business with you. Shaping this image is one of marketing’s most important functions.	Branding A strong brand name and logo make it much more likely that your business will be remembered and kept in the mind of your potential customers.	Promotion Although individual sales promotions are short-term, tactical activities, sales promotion can raise important strategic issues. The more creative kinds of sales promotion are limited only by your imagination, or maybe ours?
Features and Benefits Your customers will not be interested in what your product or service does – but they will be interested in what it does for them.	Market Segmentation When defining your target markets think of them as groups of potential customers who share a similar or common need for what your product or service will do for them.	Direct Mail How many people have you heard say “Direct Mail doesn’t work”? What they’re really saying is the way they’ve done it doesn’t work. Why do you think so much of it drops through your letterbox?
Telemarketing Can be a very effective form of direct marketing that is not only trackable in terms of positive response, but also gets you an immediate response.	Internet Marketing You could create a website which tells the world the secret of eternal life, but if all you did was publish it on the web, guess what…it’ll still be a secret.	Test and Measure Grasp this concept and it will continually make you increasing amounts of money both on-line and off-line. And it will cost you very little, or nothing at all, to do it.
Sales Analysis You basically need to know what is working and what isn’t before you begin to fix anything. Using Pareto is a great way to distinguish the wood from the trees.	Sales and Selling Without sales no orders are taken, no products are delivered and no invoices are generated that ultimately result in cash from customers. Without sales, you don’t have a business.	Good News Most companies market themselves badly; they dabble occasionally with uncoordinated attempts at marketing and don’t measure the response. That’s the good news because it doesn’t give you much to beat!

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