Title: Unit 3 Writing Assignment
Course: SLF 130 Marketing Practices for the Small Business > Section: SLF 130 Marketing Practices for the Small Business

Unit 3 Writing Assignment

Analysis of the promotional efforts best suited to a small business of the student’s choice. (Complete either Option A or B.)

Background information.

Two types of promotional efforts are important to businesses:
1. Reminder advertising (keeping the business name in the minds of customers/potential customers) and
2. “Call to action” advertising (come in now to buy products on sale, for example).

Think about the types of promotional messages you have received as a customer that have accomplished these communication goals.

Website designers use the term “stickiness” to refer the desirable ability of a website to keep readers on the site for an extended period of time. As a web user, you have probably experienced websites that were very engaging and kept you online for an extended period of time. Other websites you have visited have been disappointing and you did not “stick” very long. Obviously, a small business owner wants to develop a web site that is sticky.
Option A. Identify a small business in your local community with which you are familiar (preferably as a customer).
Answer the following questions.
1. How did you first become familiar with this business?
2. How does this business keep its name in the public’s mind?
3. How does this business differentiate itself from other businesses through its promotional efforts?
4. What media channels (TV, radio, newspaper, billboard, etc.) are used? Do you think these are appropriate choices?
5. What types of promotions does the business use?
6. Can you distinguish between reminder advertising and “call to action” efforts?
7. What improvements or additional promotions do you think this business should use? Explain why you make these suggestions?
Option B. Search the internet and identify two small business websites. (They should, preferably, be businesses selling the same types of products or services, or at least within the same industry group.)
Complete a comparison of these two websites by answering these questions. Explain your comments.
1. Is one website more visually appealing than the other?
2. Does the website offer a back story about the founder, mission, or history of the small business?
3. Is the website convincing in terms of promoting its products or services?
4. Do both websites offer the same functions – information gathering, visitor sharing (can comments or questions be posted, etc.), ordering products, etc.
5. Is one of the websites more engaging in terms of visitor options? Why?
6. What improvements or suggestions would you make for one or both of these websites?

Save your work in a document on your computer. Submit the completed document in the Dropbox for this unit, found on the Course Home page. (20 points)