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Today’s featured ebook download is Alternative Marketing Techniques for Entrepreneurs (119 KB, 32 pg) – Owner-managers of start-ups and small businesses have a long hill to climb. In order for the business to generate sufficient revenues – let alone be successful – managers must get the word out to the buying public. The entrepreneur must creatively marshal limited resources to promote, sell, and distribute the product.

What you can learn from this ebook

This is clearly a challenge for the small business for a number of reasons.

First, start-ups and small businesses have limited capital to spend on marketing campaigns. The capital they do have must be split between product development, personnel, operations, sales, and marketing. In addition, the battle for consumers’ attention from the growing number of companies and brands has driven up marketing costs. Managers must find ways to make the most of the marketing funds available, often relying on inexpensive and even free marketing vehicles.

Second, traditional marketing techniques have become less effective. Television, newspaper, and magazine advertising have simply become noise. Consumers are bombarded with so much advertising that they often tune it out, change the channel, or fast forward past it. In addition, consumers have become more and more skeptical of and insensitive to traditional broadcast advertising.

Third, these traditional techniques may not reach the target market. More people are heading to blogs for their news, satellite for radio, MP3s for music, and the Internet for entertainment. These media are, for the most part, beyond the reach of traditional marketing.

This paper investigates a number of alternative marketing techniques appropriate for entrepreneurs and owner-managers engaged in business-to-consumer ventures.

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