Automation Alley

Marketing Toolkit

The Automation Alley Marketing Toolkit, sponsored by the Business Growth Committee's Marketing Project Team, provides tools to help businesses gain new customers, grow market share and increase sales.

According to the American Marketing Association, “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

Marketing is fundamental to growth for all organizations, yet it is often the last process addressed in the service and/or product business. Marketing is often mistaken for a technique or tactic like public relations, advertising or interactive media. These tactics are often fun and alluring, whereas a solid marketing strategy should start with analysis. This is VERY important to note because many organizations have spent large sums of money on projects with no analytical basis whose efforts rarely bring a positive return on investment (ROI).

Marketing is also confused with sales. Sales and marketing activities are distinct from each other, but must work together to bring in new business. Marketing identifies and creates prospects. These prospects are then turned into customers through sales activities. There are also indirect sales, as you will see below. For your sales activities to be effective, you must have a viable marketing plan in place – including such activities as mailings, emails, advertising, cold calls, etc.

The marketing toolkit contains information on the different types of marketing, from strategy to press releases. Combined, its contents enable a business to successfully execute "do-it-yourself" marketing and generate interest from the media, analysts and potential customers. 

 Please click on the links below to learn more.

Competitor and Issue Analysis
Marketing Strategy
Marketing Objectives
Marketing Plans
Marketing Tactics
Networking 101
Press Releases
Public Relations
Sales 101

Automation Alley would like to thank the following contributors to the Marketing Toolkit:

Biznet Internet Solutions
Curve Detroit
Integrity Communications
International Academy of Design & Technology
IteroText Translation Services
GVA Detroit
Hennessey Capital
Jenn Cornell Public Relations
Portage Media Solutions
SMZ Advertising
The TM Group
Vision Fuel Media

If you are an Automation Alley member and would like to become involved in a committee, please email for more information.