市场营销专题计划书marketingplan模板

MARKETINGYOURBUSINESSFORSUCCESS

WORKSHOPINTRODUCTION

MARKETINGYOURBUSINESSFORSUCCESS

WORKBOOK

TrainingModule-3

WorkshopObjectives

Bytheendofthisworkshop,youshouldbeableto:

*Determinethepurposeofthemarketingplan

-Identifystrategiesforconductingmarketresearch

-Identifyadvantagesofmarketresearch

*Determinewhatthemarketingplancontains

-Targetmarket

-Competition

-Product/service

-Marketingbudget

-Location

-Pricingstrategy

-Promotionalstrategy

*List

-advantagesofdevelopingamarketingplan

-disadvantagesofdevelopingamarketingplan

*Prepareamarketingplanoutline

*Developaneffectivemarketingstrategy

-Advertisingstrategy

-Promotionalstrategy

MARKETINGYOURBUSINESSFORSUCCESS-THEMARKETINGPLAN-

UNDERSTANDINGTHEMARKETPLACE

Marketingplaysavitalroleinsuccessfulbusinessventures.How

welltheplanyoudevelopmarketsyourbusiness,alongwiththe

managementandfinancialmanagementplans,willultimately

determineyourdegreeofsuccessorfailure.Thekeyelementsof

asuccessfulmarketingplanareto1)knowyourcustomers--

theirlikes,dislikesandexpectations,and2)toknowyour

competitors--theirstrengthsandweaknesses.Byidentifying

thesefactors,youcandevelopamarketingstrategythatwill

allowyoutoarouseandfulfillcustomersneeds,better

understandcompetitorsandidentifychangesinthemarketplace

thatcanaffectyourbottomline.

Thepurposeofthemarketingplanistodefineyourmarket,i.e.,

identifyyourcustomersandcompetitors,tooutlineastrategy

forattractingandkeepingcustomersandtoidentifyand

anticipatechange.Yourbusinesswillnotsucceedsimplybecause

youwantittosucceed.Ittakescarefulplanningandathorough

understandingofthemarketplacetodevelopastrategythatwill

ensuresuccess.

UnderstandingtheMarketplace

Generally,thefirstandmostimportantstepinunderstandingthe

marketistostudyitthroughmarketresearch.Inthecaseofa

franchise,thefranchisorhasdevelopedamarketingprogram,so

youwillneedtoreviewtheprogramheorshehasprovided.Look

overtheplantodeterminewhatproduct/serviceyouwilloffer

andwriteadescriptionofit.Eventhoughafranchisorhas

describedyourproductorservice,itisagoodideatodevelop

andwriteyourowndescriptionbecausethisprocesshelpsyouto

knowyourproductorservice--akeyvariableinanysuccessful

marketingplan.Whendescribingyourproductorserviceoutline

whatyoufeelareitsuniqueaspects,andexplainhoworwhy

theseaspectswillappealtocustomers.Emphasizethespecial

featuresthatyoufeelareitssellingpoints.Thesefeaturesare

whatyouwillusetoconvincecustomerstopurchaseyourproduct

orservice.

Nextgooversalesprojections,determiningifthereisademand

fortheproductorservice.Inthecaseofafranchise,the

franchisorwillhavedevelopedtheprojections.Studythisdata

toseehowheorshearrivedattheseprojections.Thiswillhelp

youtobetterunderstandhowthemarketplaceoperatesrelativeto

yourproduct/service,anditcanhelpyoudeveloptheskills

necessarytoidentifyandanticipatechangesinthemarketplace.

Startyourownfileonmarketplacetrends.Periodicallyreview

yourdata,lookingforshiftsinthemarket.Ifchangesare

occurring,youshouldmodifythemarketingplantocoincidewith

thesechanges.Infranchiseoperations,itiscustomaryforthe

franchisortoupdatethemarketingplanperiodicallytoreflect

changesinthemarketplaceandtokeepthemarketingprogram

current.

Amarketingplanshouldanswerthesequestions:

*Isthisproductorserviceinconstantdemand?

*Howmanycompetitorsprovidethesameproductorservice?

*Canyoucreateademandforyourserviceorproduct?

*Canyoueffectivelycompleteinprice,qualityand

delivery?

*Ifafranchise,willthefranchisorpricetheproductor

servicetogiveyoutheprojectedprofit?

Reviewyourprogramtoensurethatitanswersthesequestions.If

yourplandoesn'tanswerthequestions,itwillneedtobe

modified,oryouwillneedtodeviseastrategythatwillprovide

ameansforansweringthem.Whenyouaresatisfiedthatyou

understandtheprogram,howthemarketoperatesandhowto

identifymarketshiftsandtrends,startwritingthemarketing

sectionofyourbusinessplan.

Evenifyouadoptamarketingprogramthathasbeendeveloped

elsewhere,itisyourresponsibilitytopromoteyourproductor

servicebycultivatingthemarketplace,i.e.,attractingand

keepingcustomers.Youcanaccomplishthisaimbyknowingyour

market,yourcustomers,yourcompetitorsandyourproduct/

service.Don'trelysolelyontheprogramprovidedbya

franchisororothers,gatherandassessyourowndatausingthe

techniquesoutlinedinyourplan.Bygatheringandanalyzingthis

information,youwillbebetterabletodetermineifyourprogram

isinlinewithyourcompetitors,ifitisinlinewithindustry

averagesandwhatadjustmentsyoucanmaketoimproveyour

overallcompetitiveness.

Asample"MarketingPlan"isattachedaspartofAppendixI.

Studyitcarefully,thentrytodevelopasimilarprogramfor

yourbusinessplan.

MARKETRESEARCH

StrategiesforResearchingtheMarket

Researchingyourmarketisperhapstheeasiestwaytoassessit.

Marketresearchdoesnothavetobecostly,nordoesithaveto

beacomplexprocess.Itcanbeassimpleandaseasyas

surveyingacross-sectionofyourconsumers(focusgroup)toget

theiropinionsabouttheproductorserviceyouwillbeoffering,

orconductingatelephoneormailsurvey.Thedisadvantagesof

usingthetelephoneormailsurveymethodaretheindividualsyou

contactmaynotbeinterestedinrespondingtoasurvey.Other

marketresearchtechniquesincludeanalyzingdemographicdata,

suchaspopulationgrowth/declinerate;agerange,sex,

income/educationallevel;brainstormingwithfamilyandfriends,

focusgroupinterviews.Whatevermethodyouuse,yourfocus

shouldbeongatheringenoughinformationtodeterminewhoyour

potentialcustomersare--theirneeds,wantsandexpectations;if

thereisademandforyourproductorservice;whoyour

competitorsareandhowwelltheyaredoing.

Marketresearchshouldanswerquestionssuchas:

*Whoareyourcustomersandpotentialcustomers?

*Whatkindofpeoplearethey?

*Wheredotheylive?

*Canandwilltheybuytheproductorserviceyou're

offering?

*Areyouofferingthekindsofgoodsorservicestheywant

--atthebestplace,thebesttimeandbestamounts?

*Areyourpricesconsistentwithwhatthebuyersviewasthe

products'values?

*Areyouapplyingthepromotionalprogramsinawaythat

willbringaboutsuccess?

*Whatdocustomersthinkofyourfranchise?

*Whoareyourcompetitors?

*Ifafranchise,howdoesyouroperationcomparewiththe

competition?

Whiletherearesomedisadvantagestomarketresearch--it'sa

costly,time-consumingprocess,buildsinbiasesthatdistort

information,ignoresanswersorletsarroganceorhostilitycut

offcommunicationsatsomepointinthemarketingprocess--the

advantages,however,outweighthedisadvantages.Don'tforego

thisprocessorstophalfwaybecauseyouarenotgettingthe

desiredresults.Thismaybeanindicationthatyouaregoing

intothewrongbusinessorthatthereisn'tamarketforyour

productorservice.Don'tbediscouraged.Yousimplymayneedto

modifyyouroriginalplan.

Afewofthebenefitsofmarketresearchareoutlinedbelow.

*Learningwhoyourcustomersareandwhattheywant.

*Learninghowtoreachyourcustomerandhowfrequentlyyou

shouldtrytocommunicatewiththem.

*Learningwhichappealsaremosteffectiveandwhichones

aren't.

*Learningtherelativesuccessesofdifferentmarketing

strategiesinrelationtotheirreturnoninvestment.

Whilemarketresearchmayappeartobeatedious,time-consuming

process,itisnecessaryifyouwanttobesuccessful.Thinkof

marketresearchassimplyamethodoffindingoutwhatcatches

customers'attentionbyobservingtheiractionsanddrawing

conclusionsfromwhatyouseeandasanorganizedwayoffinding

objectiveanswerstoquestionseverybusinessownerandmanager

mustanswerinordertosucceed.Marketresearchfocusesand

organizesmarketinginformation,ensuringthatitistimelyand

thatitprovideswhatyouneedto:

*reducebusinessrisks,

*spotproblemsandpotentialproblemsinyourcurrent

market,

*identifyandprofitfromsalesopportunities,and

*getbasicfactsaboutyourmarketstohelpyoumakebetter

decisionsandsetupplansofaction.

Ifviewedfromthisstandpoint,marketresearchisaninvaluable

toolthatcansaveyoutime,effortandmoney.

_________________________________________________________________

SELF-PACEDACTIVITY

Duringthisactivityyouwillanswerthefollowingquestions:

*Doyouhaveamarketingplan?Yes___No___

*Ifyes,whichelementsdescribedinpages1-5didyouNOT

include?

*Haveyouconductedanymarketingresearch?

*Ifyes,howandwhatmethodsdidyouuse?

*Ifno,why?

MARKETINGYOURBUSINESSFORSUCCESS-WHATDOESAMARKETINGPLANCONTAIN?

Manyfirst-timebusinessownersthinkthatbysimplyplacingan

adinalocalnewspaperoracommercialonaradioora

televisionstation,customerswillautomaticallyflockto

purchasetheirproductorservice.Thisistruetoacertain

extent.Somepeoplearelikelytolearnaboutyourproductor

serviceandtryit,justoutofcuriosity.Buthundreds,even

thousands,ofotherpotentialcustomersmayneverlearnofyour

business.Justthinkofthemoneyyou'lllose,simplybecauseyou

didn'tdevelopanadequatemarketingprogram!

Marketingisanessentialpartofbusinessoperations.And,it

oftentimesdetermineshowsuccessfulyourbusinesswillbe.What

youasapotentialbusinessownermustdoismaintainathorough

understandingofthemarketingprogram,anduseittoextract

advantagesfromthemarketplace.Gooverthestrategiesand

techniquesuntilyouunderstandhowtoapplythemtogetthe

resultsyoudesire.Remember,youraimisnotonlytoattractand

keepasteadygroupofloyalcustomers,butalsotoexpandyour

customerbasebyidentifyingandattracting,newcustomersandto

reducerisksbyanticipatingmarketshiftsthatcanaffectyour

bottomline.

Tohelpyouaccomplishthisaim,yourmarketingplanshould

includestrategiestypicalofanymarketingplan.Theplanshould

especiallyincludewhatmarketeersdubasthe4P'sofMarketing

(PRODUCT/SERVICE,PRICE,PLACEANDPROMOTION).Reviewyourplan.

Makecertainitcontainsthestrategieslistedbelow,then

determinehowthesestrategiesareapplied.Includeabrief

explanationforeachstrategy.

*Describethetargetmarketby

-age

-sex

-profession/career

-incomelevel

-educationallevel

-residence

Identifyanddescribeyourcustomers(targetmarket)bytheir

age,sex,income/educationallevels,profession/careerand

residence.Knowyourcustomersbetterthanyouknowanyone--their

likes,dislikes,expectations.Sinceyouwillhavelimited

resourcestargetonlythosecustomerswhoaremorelikelyto

purchaseyourproductorservice.Asyourfranchisegrowsand

yourcustomerbaseexpands,then,youmayneedtoconsider

modifyingthissectionofthemarketingplantoincludeother

customers.

*IdentifyCompetition

-marketresearchdata

-demandforproductorservice

-nearestdirectandindirectcompetitors

-strengthsandweaknessesofcompetitors

-assessmentofhowcompetitorsbusinessesaredoing

-descriptionoftheuniquefeaturesofyourproductor

service

-similaritiesanddissimilaritiesbetweenyourproduct

orserviceandcompetitor's

-pricingstrategyforandcomparisonofyoursandthe

competition's

Identifythefivenearestdirectcompetitorsandtheindirect

competitors.Startafileoneachidentifyingtheirweaknesses

andstrengths.Keepfilesontheiradvertisingandpromotional

materialsandtheirpricingstrategies.Reviewthesefiles

periodicallydeterminingwhenandhowoftentheyadvertise,

sponsorpromotionsandoffersales.

*DescribeProduct/Service

-describeyourproductorservice

Trytodescribethebenefitsofyourgoodsorservicesfromyour

customer'sperspective.Emphasizeitsspecialfeatures--i.e.,the

sellingpoints.Successfulbusinessownersknoworatleasthave

anideaofwhattheircustomerswhatorexpectfromthem.This

typeofanticipationcanbehelpfulinbuildingcustomer

satisfactionandloyalty.

*DevelopMarketingBudget

-advertisingandpromotionalplan

-costsallocatedforadvertisingandpromotions

-advertisingandpromotionalmaterials

-listofadvertisingmediatobeused

Operatinganeffectivemarketingplanrequiresmoney,soyouwill

havetoallocatefundsfromyouroperatingbudgettocover

advertising,promotionalandallothercostsassociatedwith

marketing.Developamarketingbudgetbasedonthecostforthe

mediayouwilluse,andthecostforcollectingresearchdataand

monitoringshiftsinthemarketplace.

*DescribeLocation(Place)

-descriptionofthelocation

-advantagesanddisadvantagesoflocation

Again,trytodescribethelocationofyourbusinessfromyour

customer'sperspective.Describeitsassets--i.e.,the

convenience,whetherornotpublictransportationisaccessible,

thesafetyaspects--streetlighting,welllitparkinglotor

facility,decor,etc.Yourlocationshouldbebuiltaroundyour

customers,itshouldbeaccessibleandshouldprovideasenseof

security.Anadvantageofpurchasingafranchiseisthe

franchisoroftentimesassistinsiteselectionanddecorating.

*DevelopPricingstrategy

-pricingtechniquesandbriefdescriptionofthese

techniques

-retailcostingandpricing

-competitiveposition

-pricingbelowcompetition

-pricingabovecompetition

-pricelining

-multiplepricing

-servicecostsandpricing(forservicebusinesses

only)

-servicecomponents

-materialcosts

-laborcosts

-overheadcosts

Althoughyourpricingstrategymaybebasedonthestrategy

devisedbyothers,youshouldstudythisplanandthestrategies

usedbycompetitors.Thatwayyouwillacquireathorough

understandingofhowtopriceyourproductorservice,andyou

candetermineifyourpricesareinlinewithcompetitors,if

theyareinlinewithindustryaveragesandwhatadjustmentsyou

canmaketobringtheminline.

Thekeytosuccessistohaveanwell-plannedstrategy,to

establishyourpoliciesandtoconstantlymonitorpricesand

operatingcoststoensureprofits.Keepabreastofchangesinthe

marketplacebecausethesechangescanaffectyourbottomline.

*DevelopaneffectivePromotionalStrategy

-advertisingmedia

-printmedia(newspaper,magazine,classifiedads,

YellowPagesadvertising,brochure)

-radio

-television

-networking

-businesscards

-teeshirts,hats,buttons,pens

Developapromotionalstrategythatusesvariousmediafor

promotingyourbusiness.Monitorthedifferentmediaidentifying

thosethatmosteffectivelypromoteyourbusiness.Concentrateon

developingmaterialfortheseformatsthatclearlyidentifies

yourgoodsorservices,itslocationandprice.

Sincefinancialinstitutionsweighthesoundnessofyour

marketingplanwhendecidingwhetheryourbusinessisagoodrisk

fortheirmoney,itisimportantthatyouprepareandpresent

crediblemarketdatathatshowsthereisaneedinthecommunity

foryourbusinessandthatdemonstratesyourabilitytocompete

successfully.

_________________________________________________________________

SELF-PACEDACTIVITY

Duringthisactivityyouwill:

*Makeanoutlineoftheinformationamarketingplan

shouldcontain.

MARKETINGYOURBUSINESSFORSUCCESS-THEMARKETINGPLAN:ITSADVANTAGES

ANDDISADVANTAGES

Awell-written,comprehensivemarketingplanisthefocalpoint

ofallbusinessventuresbecauseitdescribeshowyouplanto

attractandretaincustomers--themostcrucialaspectofa

business.Andwhyarecustomerssoimportant?Theansweris

simple.Theyultimatelyarethemeansbywhichyouwillgenerate

theincomeneededfordailyoperations,torepaydebtsandto

turnaprofit.Inessence,thecustomersareyourlifelineand

themarketingplanisthepipelinethatallowsyouaccesstothem

--i.e.,tofulfilltheirneedsandexpectations.

Themarketingplanisessentialtoanysuccessfulbusiness.Itis

theheartofthebusiness,thebasisfromwhichallother

operationalandmanagementplansarederived.Marketingoffers

youawealthofinformationthatifappliedcorrectlyvirtually

canensureyoursuccess.

Therefore,itisimportantthatyou,asafirst-timebusiness

owner,developacomprehensive,effectivemarketingplan.Ifyou

needassistanceinaccomplishingthistask,contactyourlocal

SBAoffice.Consultthelocaltelephonedirectoryunder"U.S.

Government"forthetelephonenumberandaddressoftheoffice

nearestyou.

Advantages/DisadvantagesofDevelopingaMarketingPlan

Aneffectivemarketingplanwillcertainlyboostyoursalesand

increaseyourprofitmargins,whichisthegoalofeverybusiness

owner.Itisamilepostdowntheroadtosuccessand,assuch,

careandtimeshouldbeputintoitsdevelopment.Youmustbe

abletoconvincecustomersthatyouhavethebestproductor

serviceforthematthebestpossibleprice.Ifyoucannot

convincepotentialcustomersofthis,thenyouarewastingyour

timeandmoney.Thisiswherethemarketingplancomesintoplay,

andthisiswhyitissoimportant.

Therearenumerousadvantagesyoucanextractfromthe

marketplaceifyouknowhow.Andthemarketingplanisan

excellenttoolforidentifyinganddevelopingstrategiesfor

extractingtheseadvantages.

Afewoftheadvantagesareoutlinedbelow.Theplan:

*identifiesneedsandwantsofconsumers

*determinesdemandforproductorservice

*aidsindesignofproducts/servicesthatfulfill

consumersneeds

*outlinesmeasuresforgeneratingthecashfordaily

operation,torepaydebtsandtoturnaprofit

*identifiescompetitorsandanalyzesyourfirm's

competitiveadvantage

*identifiesnewproduct/serviceareas

*identifiesnewand/orpotentialcustomers

*allowsfortesttoseeifstrategiesaregivingthe

desiredresults.

Someofthedisadvantagesofthemarketplanare:

*identifiesweaknessesinyourbusinessskills

*leadstofaultymarketingdecisionsbasedon

improperlyanalyzeddata

*createsunrealisticfinancialprojectionsif

informationisinterpretedincorrectly

*identifiesweaknessesinyouroverallbusinessplan

Themarketingplanoffersnumerousadvantages;however,asyou

cansee,therecanbedrawbacks.Remember,however,the

advantagesoutweighthedrawbacks,soseekprofessional

assistancewhenyouaredevelopingthemarketingsectionofyour

businessplan.Itwillbeworththeinvestment.

__________________________________________________________________

SELF-PACEDACTIVITY

Duringthisactivityyouwill:

*Identifyandlisttheadvantagesanddisadvantagesof

developingamarketingplan.

MARKETINGYOURBUSINESSFORSUCCESS-OUTLINEFORAMARKETINGPLAN

ElementsofaMarketingPlan

I.DescriptionoftheTargetMarket

-age

-sex

-profession

-incomelevel

-educationallevel

-residence

II.DescriptionofCompetitors

-marketresearchdata

-demandforproductorservice

-nearestdirectandindirectcompetitors

-strengthsandweaknessesofcompetitors

-assessmentofhowcompetitorsbusinessesaredoing

-descriptionoftheuniquefeaturesofyourproduct

orservice

-similaritiesanddissimilaritiesbetweenyour

productorserviceandcompetitors

III.DescriptionofProductorService

-describeyourproductorservice

-emphasizespecialfeatures,i.e.,thesellingpoints

IV.MarketingBudget

-advertisingandpromotionalplan

-costsallocatedforadvertisingandpromotions

-advertisingandpromotionalmaterials

-listofadvertisingmediatobeusedandanestimate

ofcostforeachmedium

V.DescriptionofLocation

-descriptionofthelocation

-advantagesanddisadvantagesoflocation

VI.PricingStrategy

-pricingtechniquesandbriefdescriptionofthese

techniques

-retailcostingandpricing

-competitiveposition

-pricingbelowcompetition

-pricingabovethecompetition

-pricelining

-multiplepricing(forservicebusinessesonly)

-servicecomponents

-materialcosts

-laborcosts

-overheadcosts

MARKETINGYOURBUSINESSFORSUCCESS-DEVELOPINGANEFFECTIVE

MARKETINGSTRATEGY

Anadvantageofpurchasingafranchiseisthatthemarketingplan

isprovidedbythefranchisor.Whilethissavesyouthetimeand

energyittakesputtingtogetheramarketingprogram,itdoesn't,

however,ensurethatyouwillattractcustomerstoyour

franchise.Howwellyouradvertisementsandpromotionsdraw

customerswillultimatelydeterminehoweffectiveyourmarketing

strategyis.

Whileareputablefranchisorwillnotsellyouafranchiseina

territorywherethereisnotamarket,orwherethemarketis

declining,itisyourresponsibilitytocultivateyourdesignated

market.Whetheryouareindependentorafranchise,oneofthe

easiestwaystodothisisthroughadvertisingandpromotions.

Remembertheaimoftheadvertisingandpromotionalstrategyis

tocreateawarenessofyourproductorservice,toarouse

customers'needsandexpectationstothepointofconsumptionand

tocreatealoyalstreamofsatisfiedcustomerswhocontinueto

patronizeyourbusiness.

EffectiveAdvertisingandPromotionsTechniques

Perhaps,thefirststepindevelopinganeffectiveadvertising

andpromotionalstrategyistounderstandthedifferencebetween

thetwoconcepts.Mostpeoplethinkthatadvertisingand

promotionsareoneinthesame;thereis,however,adistinction

betweenthetwo.Whilebothadvertisingandpromotionsusethe

differentmediaformats--print,radioandtelevision--asawayof

conveyingamessage,promotionencompassesmuchmore.Itisthe

methodofadvertisingandcanentailcommunityinvolvement.This

couldmeansponsoringaBoyorGirlScouttroop,allowingnon-

profitorganizationstouseyourfacility,suchas,lettingthe

highschooldramaclubuseyourparkinglotforacarwashfund

raiser,sendinganunderprivilegedchildtodaycampor

involvementinanytypeofpositivecommunityactivitythatwill

bringattentiontoyourbusiness.

Whileadvertisingisawayofkeepingyourbusinessisthe

public'seye,promotionsareawayofsignalingthatyouare

concernedandcommittedtothewelfareofthecommunityandits

residents.Thiscommitmentmaybeoneofthemosteffective

techniquesforbuildingcustomerloyalty.Peopletendtobemore

supportiveofbusinessesandorganizationsthatgivesomethingto

thecommunityratherthanthosethatjusttakefromthe

community,nevergivinganythinginreturn.

Now,let'slookathowtodevelopaneffectiveadvertising

programandpromotionalprogramforyourbusiness.

TheKeytoaSuccessfulAdvertisingandPromotionalPlan

Advertising

Advertisingplaysanimportantroleinsuccessfulbusiness

ventures.Itentailsidentifyingandselectingthemediathat

providethegreatestamountofexposureforyourbusinessand

developingeffective,yetappropriatematerialsforeachmedium.

Itismorethanrunninganadinalocalnewspaper,onaradioor

televisionstationorjustsimplyhangingasignoutsideyour

businessandwaitingforthecustomerstopurchaseyourproduct

orservice.Itrequiresthatyouknowyourproductorservice--

thatis,thesellingpoints--andthatyoudevelopliterature

thatcanarousethecustomers'consciousnesslevelstothepoint

thattheyarecuriousenoughtoinvestigateit,andthenraises

theirneedordesirelevelstothepointthattheyarewillingto

purchaseit.

Advertisingkeepsyourproductorserviceinthepublic'seyeby

creatingasenseofawareness.Yetthisawarenessalonewillnot

ensurethesuccessofyourbusiness.Thus,advertisingnotonly

hastobeeffective,italsohastobeacontinuousprocess.

Whendevelopinganeffectiveadvertisingstrategyfora

franchise,reviewthenationaladvertisingmaterialsthe

franchisorhasdevelopedanddetermineiftheycanbeapplied

regionallyorlocally.Iftheycan,selectthemediathatwill

providethegreatestamountofexposureandthemosteffective

meansforpromotingyourfranchise.Ifthenationalmaterialsare

inappropriate,youmayneedtomodifyordevelopyourown

materials.Remember,however,thatyoumayhavetogetthe

franchisor'sapprovaltousethesematerials.Asacourtesy,

regardlessoftheadvertisingpoliciesinthefranchise

agreement,allowthefranchisortoreviewthesematerials.

Onceyouaresatisfiedwiththeadvertisingmaterials,selectthe

mediathatwillbestmarketyourbusiness.Sinceadvertisingcan

becostly,trytouseamediumthatiscosteffective,yetwill

effectivelymarketyourbusiness.Ifthisisnotpossible,then

bepreparedtospendwhatisnecessarytopromoteyourbusiness

effectively--theoutcomewillbeworththeinvestment.

Itmaybeagoodideatomixthedifferentmediaformatsthat