Simply put, marketing mix involves the selection of multiple marketing communications channels to convey your business messages, and requires you to:

1. Identify Your Audience or Vertical Market
2. Allocate "Marketing Mix" Resources
3. Implement Plan

The goal is to use both active and passive mechanisms to reinforce the "impression rate" (or number of times that your audience perceives that it remembers) your corporate communications message to your target audience, leading to increased revenues. Click here for a complete "Business Development Checklist" that will give you ideas for each of these disciplines.

To be truly successful, all areas of the Marketing Mix need to be pre-planned and then executed in a timely and disciplined fashion.

The World Wide Web, properly handled, can identify and address both in a passive and active mode, both current and future clients to create a business development web site.

Common Business Development Activities:

Strategic Planning
* Marketing Expenses
* Marketing Plan
* Revenue Goals
* Historic Trends
* Sales Action Plans
* Industry Review
* Staffing Guidelines
* Policies and Procedures
* VAR's (Value Added Resellers)

Competitive Review
o Pricing
o Market Share
o Key Clients
o Positioning
o S.W.O.T.
o Literature; Strength of MarCom

Direct Sales, Telesales
o Skills Assessment
o Skills Training
o Establishing Quotas
+ Call Activity
+ Booking Pace
o Account Management
+ Territories
+ Vertical Markets and Segments
+ Account Insulation
+ Planning
+ Scripting
o Administration
o Reporting

Telemarketing, "Building The Pipe"
o Scripting
o Target List Aquisition
o Call Goals
o Account Transfer Procedures
o Administration
o Reporting

Web Site (Active & Passive)
o Register Domain Name
o Establish Communications Goals
o Site Mapping, or Architecture
o Vendor Review & Selection
o Production Review, Graphics & Layout
o Select Internet Service Provider
o Measurement of Results

Establishing Corporate Identity
o Logo
o Stationery, Business Cards
o Corporate Brochures
o Broadsides
o Catalogs
o Data Sheets
o White Papers
o Evaluate Need for Toll-Free Service

Direct Mail
o Message Vehicles
+ Newsletters
+ Personalized Form Letters
+ Postcards
+ Product Updates
+ New Releases
o Mail House Evaluation
o Mass Market Territory Mailers
o List Management
+ Direct Sales & A/R Databases
+ List Brokers
+ Web Database
o Fax Blast Management
o E-mail Scheduling (to Nicknames/BCC Only)
o Direct Response Cards

Advertising/Promotions
o Advertising by Segment Goals & History
+ Print Newspapers
+ Magazines
+ Trade Publications & Associations Directories & Registries
+ Yellow Pages
+ Internet Banner Ads
+ Airport Diaramas
+ Billboards & Signage
+ Fleet Vehicle Signage
+ Trade Shows- Booth Design, Placement, Giveaways
+ Production & Placement Considerations
o Design, Layout, Media Placement
o Photoshoot Coordination

Public Relations
o Corporate Fact Sheet
o Executive Profiles (Bio's)
o Press List Aquisition
o Release Submission Schedule
o Key Contact Follow Up