RETAILOBSERVER.COM SEPTEMBER 2026
6
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Moe Lastfogel
moe@retailobserver.com
Moe's Musings Views
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M
any small businesses look at their marketing and select marketing plans that they
feel comfortable with, and therefore, omit to undertake or incorporate marketing
actions that are less comfortable for them.
When using a holistic marketing strategy, every aspect of the business must be
carefully considered. The company must think about how a consumer will interact with its
product, its website, its advertising materials, and everything else.
Let's say you are in the business of selling bread, do you market the benefits of the
whole loaf or the benefits of the slice?
• If you market a slice, what effect does that have on the whole loaf?
• Do your clients and customers want a loaf or a slice or two?
• How do you know who your clients are?
• How do you know what your clients want?
• Where will you find your ideal clients and customers?
• What is your loaf made from?
• What else can you make from the same ingredients to benefit your clients and customers?
• How do you know that your clients and customers would not benefit from other products?
Not only do you need to communicate with your clients and customers, you need to do
so in a way that can benefit them, you and your business.
By sending your clients, customers and prospects valuable and useful information via
email marketing, web, radio, TV or direct mail you can keep them updated and informed
about a wide range of events happening within your business.
Although this type of marketing is not a cheap option for some businesses, you can
take a look at various marketing groups, local PR companies or even your local college
business students to see what they can do to help you get the word out.
The more information you acquire to help you understand how to communicate with
your clients and customers, the more you will improve your holistic marketing efforts.
tribgroup.com
HOLISTIC
MARKETING
FOR YOUR BUSINESS
A marketing strategy
developed by thinking about
the business as a whole
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