Relationship marketing uses event driven tactics, but treats marketing as a process over time rather than single unconnected events. This simple concept could offer a guidepost in developing and implementing your business marketing strategy. Every encounter should be viewed as a public relations event. Glitz without substance provides a weak business foundation at best. The primary public relations opportunities are with customers and must be maximized if your business is to survive.

The first key area to be addressed is interaction goals. They must reflect the concepts the business seeks to impart in its business identity or in establishing "name brand recognition". This is accomplished by a consistent strategic approach based on the principles of relationship marketing. Enhancement Consulting suggests employing a unified approach based on a defined strategy that can be used to develop solutions to business challenges.

Secondly, a cohesive marketing strategy that employs creativity and demonstrates the values of your business is the key to using advertising communications effectively. However, emphasis on marketing assumes you have established the validity and quality of your product. One of the chief obstacles for any advertising campaign is getting the attention of consumers in an ad-saturated environment. It is a requirement that you find creative solutions using consistently holistic strategies. It's an approach that is essential to expanding your customer base.

Understanding what customers value most is a key determinant of marketing decision making. Out of customer needs and wants flow product ideas, positioning statements and messaging strategies.

The focus of business, customer interaction, is understood by dissecting the steps required to implement a business strategy.

These interactions are relationship building in action, and good relationships consider mutual needs and concerns, while involving both parties in route determination.

1. Establish tentative event deadlines based on priorities

2. Plot steps on timeline

3. Identify all activities required to complete each step

4. Delegate activities for completion

5. Business needs can now provide a clear focus for business relationships

Advertising slogans and marketing material are the most obvious way of promoting your business to generate new customers, but only cohesive marketing can accomplish business identity and generate repeat business and referrals. If maximizing profit potential is a goal, the evaluation between current and future value of customers is essential; and then figuring out how to reach them is key.

Yvette Dubel is the founder of Enhancement Consulting. If she had to select one speciality it would be relationships. She is the creator of Clear Strategy and Clarity, software products that assist users in making better relationship management decisions:http://www.enhancementconsulting.net/products.html As a business consultant she helps clients maximize relationshps with CRM strategies to drive profits.