Crack the San Diego Market in 2008

| January 7, 2008 | 0 Comments

A lot of people have asked me, “How do I break into the competitive market in San Diego?” I have to admit, after just moving my company out here a short year ago; I was extremely intimidated and anxious about how to market my company in this overly competitive, overly communicated market. It seems as though businesses here are extremely set in routine, extremely busy, and don’t really want to hear what you have to say. But, as with anything, where there’s a will, there’s a way.

Over the past year, while working with clients, friends, colleagues, and with my own business, I have developed a list of five things to do to effectively and efficiently get your business in front of your target market here in the San Diego business arena. They are:

  1. Know exactly what your brand image and message is.
    What is it that you are really selling? Use benefit terminology instead of functional terminology. For example, Kodak doesn’t sell pictures, they sell memories. If you don’t have this information, the business owners in San Diego won’t give you the time of day and look at you as a nuisance in their busy life.
  2. Know exactly who your target customer is.
    Here it is again. Know your target. This will save an extreme amount of time and energy. Knowing the following information, you will be able to identify and empathize with your prospects. This will help you build rapport and understand exactly what they want.

    1. Demographic – What your target looks like?
    2. Geographic – Where your target lives, works, and plays?
    3. Psychographic- Why and How your target purchases?
    4. Lifestyle – What does their day-to-day life look like?
    5. Seasonality – This is key for the San Diego Business culture. You must know when your prospect will be available and looking for your product or service. The key season’s to watch out for is Summer and Holiday Season.
  3. Identify and Understand how your customer communicates.
    This information will be helpful in putting together your marketing mix. The more you understand this, the more cost-effective your marketing strategy will be. Simply ask your prospect where they gather information, what types of publications they read, etc.
  4. Have a plan for every aspect of your Marketing Mix. 
    A great marketing plan doesn’t have to be a long 40-page document with everything written out. But you must have a plan. You must know what you are going to do in every aspect of your marketing mix (advertising, PR, Guerilla, Networking, Sales, etc.) each month. In your marketing plan, you also must outline an execution and accountability plan to ensure it gets implemented. Without a plan, there is no action. Without action, there is no marketing.
  5. Test and Evaluate.
    The key to any marketing success is to know what works and what doesn’t. This is especially true in the San Diego business market. To stay competitive, you must be extremely cost effective with your marketing dollars, to ensure growth and sustainability.

All-in-all, the San Diego business market is full of possibility and wonder for any business big or small. Follow these five steps and you will soon realize your potential in the precious San Diego market. 


Paul Miser is the President of Miser Advertising and Marketing, an International Marketing Strategy and Branding Agency in San Diego County. Miser Advertising is a full-service marketing agency that acts as a complete marketing department for small businesses in the San Diego area and the World. You can reach Paul Miser by emailing him at

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Category: Marketing, Paul Miser

About the Author ()

Debra Simpson began her career in publishing in 1990 as the publisher of The Business Resource (formerly known as Networks), a small business newspaper in San Diego County. In 1995, McGraw-Hill lured her away to the world of multimedia and Web publishing, and recognized Debra as the Author of the Year in Multimedia Development in 1996. Thus began Debra’s adventure in digital media development. She subsequently spent four years programming McGraw Hill’s vast collection of Websites. When McGraw Hill closed their Carlsbad office, Debra re-entered the entrepreneurial realm, developing and implementing Web 2.0 Internet marketing strategies for the small business community. Debra's been podcasting North San Diego Business since November 2008, interviewing small business owners in North San Diego County. She also consults, sets up and produces podcasts for other small businesses.

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