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 PR & Marketing 

A successful Public Relations person must be a good communicator in every situation, whether on the phone, in person or in writing.  Bona Fide's PR services will cultivate and maintain contacts with the media, set up speaking engagements, write executive speeches and annual reports, respond to inquiries and speak directly to the press on behalf of their clients.  We will also write press releases and may be involved in producing sales or marketing material.

Place.  Price.  Product.  Promotion.

Who is your target market?   Who do you want to buy your product or service?  Is your product in demand?  These and more questions will be asked and analyzed as Bona Fide assesses how to move your product or service to the forefront of the consumer world. 

Place

Strategy:  Getting the product or service to the customer.  The saying - location, location, and location holds true for new products more so than any other type of product.  If customers don't know your product exists - how can they buy it?

Tactics:  Channels, distribution systems, middlemen, warehousing, transportation, fulfillment, and shipping.


Price

Strategy:  Price meets its own demand.  Price points are a function of the degree of innovation found in the product.  The more innovation and thus value added, the more latitude you have in setting a price.

Tactics:  Setting a price that serves the customer well and maximizes profits to the company is a must.  Price flexibility, level pricing, introductory pricing, discounts, allowances, geographic terms.

Product

Strategy:  Individual goods, product lines, or services.  This is obviously the most important part of any business.  In order for a product or service to succeed, it must offer clear, distinct and non-arguable value to the buyer.  Supply and demand are the judge and jury.

Tactics:  Includes features, accessories, installation, instructions, service, warranty, packaging, and brand names.

Promotion

Strategy:  Communication with the customer.  Communication is defined as:  Message sent.  Message received.  Message acted upon.  If the product has been designed with customer desires and needs in mind, the communication necessary for getting a customer to pay for the product is already known and replicated in the media used to reach them.

Tactics:  Personal selling, mass selling, sales promotion, sales personnel, advertising, media selection, copywriting.

A marketing plan takes considerable effort to understand and characterize the market, the customer, and the environment in which you are conducting business.  Bona Fide's marketing principles are the controllable component of your marketing plan. 

 "Your SUCCESS is Our SUCCESS!"