FastTrac, Kauffman Foundation
Different types of businesses will need different methods for creating visibility.
A restaurant may benefit from a good location and great-looking décor. An online retailer may need Web-based advertisements and an extensive customer list for sending e-mail brochures. Some buying situations-typically purchases that are more expensive, important, or complex-require visibility of a more personal nature. For example, many people will want a referral from a trusted colleague or friend when selecting a service such as an attorney, doctor, or consultant.
Visibility through Traditional Marketing Activities
The philosophy "if you build it, they will come" may have worked for Kevin Costner's character in the popular movie Field of Dreams, but itdoesn't work for most businesses. Successful marketing plans involve a combination of approaches and activities tailored for each business and budget.