Kramer Hall seminar on how to market small businesses
Wednesday, August 14, 2019 • The Hammonton Gazette • Page 3
BUSINESS, from Page 1
plored the pricing models and
strategies that can maximize small
business profitability. Lamberti
said pricing is just one of the many
underlying parts of a successful
business marketing strategy, which
also entails planning and executing
the conception, promotion and dis-
tribution of the ideas, goods and
services that are required to create
exchanges that satisfy a business
owner’s individual and organiza-
tional goals.
Lamberti condensed the compo-
nents of a sound marketing strategy
into the mnemonic ‘four Ps’ (prod-
uct, price, place and promotion).
However, in order for this strategy
to work, business owners need to
have a keen understanding of what
their target market is.
“if you’re doing all this without
a focus on your target market,
you’re wasting your time, money
and energy. find your niche and
find the target audience that’s
going to buy from you frequently
and recommend you and keep
coming back,” Lamberti said.
When business owners engage
their target market, Lamberti said
there are several different ways in
which they can communicate a
competitive advantage to their con-
sumers, such as advertising, public
relations, sales promotion and per-
sonal selling. this integrated mar-
keting approach is called the
promotional mix strategy, and it
helps business owners identify po-
tential customers who are likely to
remain so.
“the more you know and can
define your best customers, then
the marketing and the selection of
different kinds of advertising and
promotions strategy becomes a lit-
tle bit easier because you know
how to minimize wasted expo-
sure,” Lamberti said.
once a target market is identi-
fied, many business owners will
subsequently assess themselves by
conducting a SWot analysis
(Strengths, Weaknesses, opportu-
nities, threats).
“that’s really important—to
know what you’re good at so that
you can continue doing that and to
understand if that’s something that
sets you apart from competitors,”
Lamberti said.
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Lamberti said consistency is es-
sential to a strong marketing plan,
and that savvy business owners
will make a concerted effort to
weave forms of marketing into
every aspect of their business pro-
cedures.
“People come in contact with
your business a number of different
ways ... Managing those touch
points in marketing is really impor-
tant ... You’re always either in-
forming, persuading or reminding
in all your communications,” Lam-
berti said.
advertising is also a critical ele-
ment of marketing and promoting
a business, and thanks to the rise of
digital marketing and online social
media platforms, there are more
ways to market a business than
ever before. However, Lamberti
said business owners should still
focus on traditional, physical types
of advertising in addition to the on-
line digital methods.
“believe it or not, a hard copy of
something in your actual mailbox
is still stronger than the digital ver-
sion ... across all age spectrums,
it’s still very strong and very vi-
able, especially in a small business
environment,” Lamberti said.
Lamberti said the ultimate goal
for small business owners should
be to identify and engage as many
prospective consumers as possible
within their target market. often-
times, the most effective way to do
so is through personal selling
(planned presentations to buyers
for the purpose of making a sale),
which helps build a rapport be-
tween a business and its consumers
that will increase the likelihood
that they’ll continue patronizing a
business, even if there is an occa-
sional discrepancy between both
parties.
“they might have some com-
plaints, but is it better to get a com-
plaint from a customer, or to not
hear the complaint from a cus-
tomer that leaves? … When a cus-
tomer is complaining, they’re
giving you an opportunity and
they’re giving you information that
you can use to make a change and
an improvement,” Lamberti said.
for more information about the
uCeDC and its upcoming events,
visit www.uCeDC.com.
Auto recovered
HPD, from Page 2
vehicle was recovered at 12:54
p.m. on august 8 on the 500 block
of Middle road, friel said.
“We received a call from the S.
brunswick Police Department
about a possible stolen vehicle
from Palm beach, fla.,” friel said.
the vehicle was recovered at
the 500 block of Middle road and
was checked nCiC and was the
stolen silver 2019 ford f-150
See VEHICLE, Page 17
DiMeglio Septic ,
Est. 1975 ~ DEP 03261 ~ Paul DiMeglio
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1 (800) 427-4617 ~ 561-1007 ~ 561-3597
491 White Horse Pike • Ancora, NJ
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