One of the hardest areas of business for a smaller operation to get a handle on is basic direct marketing principles. After all, a small business is going to be focused on providing their core business, and marketing requires learning a entirely new skill set. Read more
For a long time, matters like “branding” and “image-building” were largely seen in marketing as the province of the largest businesses. Coca-Cola cares about “positioning,” but why should Bob’s Corner Store worry about such things? Smaller and local businesses are simply focused on local traffic, right — so why should you be concerned about branding in your direct mail graphic design?
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