EXECUTIVE
New Biz Know How
The Marketing Company President Vern Eswine offers up a few tips
to help build business success
PHOTO BY CHRISTIAN WATSON
Each year, more than 627,000 new
businesses open and around 595,000
close, according to the Small Business
Association. The survival rate is tough:
Just about half of all businesses will
fold within five years. So, what can
you do to ensure your start up has a
fighting chance? Here are a few tips from
marketing guru Vern Eswine.
78 EXTOL : JUNE/JULY 2019
MARKET AND DELIVER you exist, how can they refer you?”
Probably as long as I have had a career in
the marketing field I have heard clients tell me
that Word of It’s like arguing which is most important, the
chicken or the egg. Each bring something to the
table (so to speak). Each bring a value and like
the chicken and the egg, there is no separating
the connection they have with one another. That
is true when setting out to drive a referral base
or word of mouth.
Mouth is the best form of advertising. This is
usually in justifying why they don’t need my help
or an excuse not to invest in a media buy.
While I cannot argue with the truth in this
statement, I do ask the question, “If no one knows
Marketing is a series of elements that when