Get the 'MOST' from marketing communications efforts.

There seems to be a bottomless pit of marketing communications opportunities for small businesses. Money thrown into this pit may not always produce results that can been seen on the bottom line.

A four-step process can help businesses evaluate their marketing communications objectives and choose the most effective strategies to achieve them. The steps are well known in the strategic planning process: Mission, Objectives, Strategies, Tactics -- or "MOST."

Begin with a 'Mission'

The first step requires some soul-searching for the business owner. He begins with asking questions, the answers to which produce an overall "mission" for marketing communications.

My Widget Co. provides an example.

"What am I?" Currently, the company has approximately 65 percent of the widget sales in the United States and no foreign sales. There is only one major competitor in the industry. But, proprietary research and development at My Widget Co. has resulted in a new widget made of a special alloy that will not rust and needs no lubrication. It is superior …