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Sandwich Marketing™- create your perfect combo

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There are innumerable ways to market but that doesn't mean that you can or should try to use all of them.

Like making or ordering a sandwich, you need to pick what's right for you at that point in time and in that situation.

Sandwich Marketing™ is a concept developed by Glerin Business Resources to help clients combine marketing resources in an effective manner. Your choices should vary according to considerations like target market, cost, and what you have the resources to execute.

Say you like hamburgers. One day you may want a ½ pound monster burger fully loaded, and another you may want a small child-sized burger with only ketchup, mustard and onions. You can have many reasons for making the choice you do at any given time: how hungry you are, how much money you can or want to spend, who you're eating with, or even what's available.

Consider the following analogies:

Bread: You have to have bread to have a sandwich (in the classical sense).
Marketing: Know your strategy and target market, which can differ according to the situation. Without a target market you're just using the shotgun approach.

Meats or main ingredient: Your main choice of sandwich ingredient upon which you'll build your sandwich. In some instances, what one person may consider a topping (e.g. tomato) would be another person's main ingredient.
Marketing: phone, email, basic website, brand, business cards, letterhead, logo. These are basic items that every business should have.

Condiments: Some of which are usually on all sandwiches, but preferences vary according to person and situation.
Marketing: methods commonly used, a selection of which is used to some extent by most every business. Office signage, flyers, brochures, mail, networking, cold calls, event sponsor, more robust website.

Cheese: Include or not? If so, what kind? American, cheddar, feta, blue, etc.
Marketing: advertising in newspaper, radio, mags, billboards. This type of advertising is very effective for some businesses, while not worth the cost for others.

Toppings: Lettuce, tomato, onion, jalapeno peppers, mushrooms.
Marketing: Facebook, Twitter, Instagram, Pinterest, LinkedIn, email marketing, blog. Social media channels to help pull it all together.

Get creative! Start putting as much thought into your marketing as you do into your next sandwich and you'll probably be surprised at the results.

Contact Glerin if you need help with your Sandwich Marketing™ plan.

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A pioneer of business use of the web, Lisa founded Glerin Business Resources in 1996 and has been developing websites professionally since. A former CPA who was bored with accounting, she was intrigued with the idea of being able to use her business experience in a more creative way; web development was the perfect fit.


Glerin uses the power of design, strategy, and digital marketing tools combined with decades of business experience to help grow local economies. The firm is headquartered in Halifax, Virginia with clients throughout the country.