Q. Which are the best Marketing Vehicles to use? I have a marketing strategy, and a marketing plan. Now I'm ready to start creating my Marketing Vehicles. Which ones are the most effective? 
A. Marketing expert, Joe Gracia, responds: Selecting the most appropriate Marketing Vehicles for use in communicating with your target audience is based on several factors: 1. The most efficient and effective ways to reach your target audience. If your target is skiers, then an ad in a skiing magazine may be appropriate. If they are people who live in a certain geographic area, perhaps a direct mail letter to the residents in that specific area may be most effective. If they are pet owners, then an online pet discussion forum may do the trick. If they are people who walk by your business every day, then a simple, but professional, sign may be all that is needed. 2. What you feel most comfortable using. Some people like speaking in front of groups and feel very comfortable using that forum to deliver their marketing messages to their target audience. Some people like writing articles or participating in online discussion groups and will feel very comfortable using those vehicles. It's up to you to choose vehicles that you feel comfortable using. 3. What you can afford. Not everyone can afford a one-minute commercial during the Super Bowl. The good news is that there are many low-cost as well as no-cost ways to communicate with your target prospects and customers. You either invest time or money. Those with smaller budgets can make up for their lack of dollars with a bigger investment in time. There are some business owners that market their businesses solely through networking and referrals, others with public talks, and still others with e-mail newsletters. The best thing to do, is learn all you can about the pluses and minuses of all your options, and then test those that seem most appropriate for you and your business.
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