Released on: January 7, 2008, 2:30 pm

Press Release Author: Paul Miser

Industry: Management

Press Release Summary: 5 Steps any company can take to crack into the San Diego
Business Market.

Press Release Body: A lot of people have asked me, "How do I break into the
competitive market in San Diego?" I have to admit, after just moving my company out
here a short year ago; I was extremely intimidated and anxious about how to market
my company in this overly competitive, overly communicated market. It seems as
though businesses here are extremely set in routine, extremely busy, and don't
really want to hear what you have to say. But, as with anything, where there's a
will, there's a way.

Over the past year, while working with clients, friends, colleagues, and with my own
business, I have developed a list of five things to do to effectively and
efficiently get your business in front of your target market here in the San Diego
business arena. They are:

1. Know exactly what your brand image and message is. What is it that you are really
selling? Use benefit terminology instead of functional terminology. For example,
Kodak doesn't sell pictures, they sell memories. If you don't have this
information, the business owners in San Diego won't give you the time of day and
look at you as a nuisance in their busy life.

2. Know exactly who your target customer is. Here it is again. Know your target.
This will save an extreme amount of time and energy. Knowing the following
information, you will be able to identify and empathize with your prospects. This
will help you build rapport and understand exactly what they want.
a. Demographic - What your target looks like?
b. Geographic - Where your target lives, works, and plays?
c. Psychographic- Why and How your target purchases?
d. Lifestyle - What does their day-to-day life look like?
e. Seasonality - This is key for the San Diego Business culture. You must know when
your prospect will be available and looking for your product or service. The key
season's to watch out for is Summer and Holiday Season.

3. Identify and Understand how your customer communicates. This information will be
helpful in putting together your marketing mix. The more you understand this, the
more cost-effective your marketing strategy will be. Simply ask your prospect where
they gather information, what types of publications they read, etc.

4. Have a plan for every aspect of your Marketing Mix. A great marketing plan
doesn't have to be a long 40-page document with everything written out. But you
must have a plan. You must know what you are going to do in every aspect of your
marketing mix (advertising, PR, Guerilla, Networking, Sales, etc.) each month. In
your marketing plan, you also must outline an execution and accountability plan to
ensure it gets implemented. Without a plan, there is no action. Without action,
there is no marketing.

5. Test and Evaluate. The key to any marketing success is to know what works and
what doesn't. This is especially true in the San Diego business market. To stay
competitive, you must be extremely cost effective with your marketing dollars, to
ensure growth and sustainability.

All-in-all, the San Diego business market is full of possibility and wonder for any
business big or small. Follow these five steps and you will soon realize your
potential in the precious San Diego market.

Enjoy!


Web Site: http://www.MiserAd.com

Contact Details: Paul Miser, MBA
Miser Advertising and Marketing
3969 Adams St #D115
Carlsbad, CA 92008
760-445-4371
pmiser@miserad.com