Most small businesses can't afford to invest thousands of dollars in advertising and promotion every week. They have to rely on making the greatest possible impact with a small budget. The starting point for many of them is a well-thought-out positioning statement that captures the essence of the company and then gets translated into a meaningful and memorable tagline.

This seminar will take a practical look at positioning as the cornerstone of a marketing plan and the basis for naming, taglines and brand building. It will look at the key considerations in identifying and defining your prime target audience, knowing when to use features and when to use benefits, what makes some positioning statements better than others, how the brand/company name and tagline can make the positioning come alive.

It will include a real-time example of the key steps and considerations in creating a tagline that really delivers for a new company.

This is the 3rd installment in our Small Business Seminar Series. These sessions will be held monthly on Friday afternoons. We'll deal with everything, including: advertising, taglines, promotion, budgeting, publicity and low-cost (even no-cost) market research. We'll use case studies from small B2B and B2C companies, and we’ll borrow some ideas from large companies that have paid the big bucks for some of the most valuable lessons in marketing.

Be sure to check out the other events in this series:

• Why Most Small Businesses Fail
• Do-It-Yourself Market Research
• How to Set Prices the Smart Way
• How to Advertise on a Modest Budget
• Budgeting for the Marketing Mix
• Promotions—Instant Gratification for Small Business Marketers