Marketing

How do you reach your target group easily and effectively? We will explain to you what you need to be aware of. 

What is Marketing?

Marketing is essentially about reaching potential customers where they are with a compelling message. This can encompass online and offline activities. You use advertising to try to reach the right people, at the right time, in the right place, and to persuade them with your offering

Why is marketing important for your new company? 

1. Customer acquisition: Marketing helps you reach your target group and make potential customers aware of your company. It enables you to present your products or services and communicate their benefits. Without marketing, your potential customers might never hear about you. 
   
   
2. Competitive advantage: In an increasingly competitive market, effective marketing can make the difference between success and failure. Targeted marketing can help you stand out from the competition, highlight your unique selling points and build long-term customer relationships. 
   
   
3. Awareness: A strong brand creates trust and credibility with customers. Marketing helps you develop your company’s brand, convey the right message and build an image. A well-established brand can generate long-term customer loyalty and positive word of mouth. 
   
   
4. Revenue growth: You can use effective marketing to attract interest from potential customers and motivate them to buy. A targeted approach and compelling communication can increase revenue and underpin the growth of your company. 

How do I plan my Marketing?

We would like to provide you in the following with some questions that you can ask yourself about your marketing so that your marketing can be as successful as possible. 

1. Who are my potential customers?  
   You should have already answered these questions in the business model section.  
   Example: People who are planning an event and are looking for photographers.  It’s worth giving a little more thought to the characteristics of your target group (e.g. age, gender, income, where they live, etc.). 
   
   
2. What do I want to achieve through my marketing? 
   Example: I want people to visit my website, find out about my previous work and see the results, and fill in and submit the contact form. 
   
   
3. What is my unique selling proposition (USP)?
   Example: I’m able to take higher quality photos because I have more experience than other photographers. I want to highlight this in my marketing activities. 
   
   
4. How do I want to present my brand? 
   Example: I need a logo and a slogan that will be etched into the customers’ minds. I also want to use bold colours to attract attention. 
   
   
5. Where do I reach my target group?  
   Example: People often find information on Google or social media. They also like to seek advice from their wedding planners and friends. That’s why I should have a Google account, an engaging website, flyers for wedding planners and business cards for customers. 
   
   
6. How much money can I spend on marketing activities?  
   Example: I have a marketing budget of CHF 3’000 in the first year. I have ordered professional flyers and business cards for CHF 500 and have invested CHF 2’000 in my website. I have also spent CHF 500 on advertising for my car and my studio.
   

Useful templates

If you want to delve deeper into marketing, then we suggest you download and complete the following templates: 

• Customer analysis
• Customer journey 
• Marketing strategy 
• Communication plan 

By planning your marketing, you are now another step further on your journey towards running your own business But before you go into business, it’s worth taking a look at your finances.