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Published January 15, 2019

Episode 002 Marketing RV with Ranalli & Volpe

Marketing as Part of Your Business Plan from the Beginning!


There are two common mistakes made regarding marketing: incorporating it after establishing a business rather than making it an integral part of a business plan and placing it first on the chopping block during rough fiscal spells. Ranalli and Volpe advise otherwise. It is always important to make marketing a priority from the get-go and beyond. The cost involved does not have to be astronomical but be ready to roll up your sleeves and get to work. Better yet, hire a pro to do the work for you.

In this episode, Gene discusses the importance of social media analytics, and offers three steps to dealing with negative online reviews. You will learn how your business can show up at the top of a web search, Google in particular, and how to ensure positive news appears first.

In terms of promoting your business and maintaining a positive image, always control your messaging. Get in front of any story about you, your business, or your product. This require active marketing.


06:20   Tracking marketing and the importance of allocating a percentage of revenue to marketing—always!

08:22   Maintaining relationships, instigating word-of-mouth advertising, and the importance of consistent messaging.

10:00   The Pica’s example.

15:04   The importance of Googling yourself and doing so anonymously. Learn how here.

19:25   If you are not aware of negative press about your brand, you risk missing the mark when trying to increase sales.

23:00   Gene discusses how web marketing affects your search results.

29:00   Why Gene uses the in his Instagram and Twitter handles.


Walk away from these faulty beliefs about marketing:

  • Anyone can do this, there’s no need to hire a professional.

FALSE! Let an objective, experienced marketing professional research your target audience, craft your message, and execute a well-prepared marketing plan while you concentrate on what you do best. Sure, your input is necessary, and your product/brand is personal. It’s your baby. If you want your baby to succeed, do your research and bring in a trusted professional.

  • The product will sell itself, and once it does, there will be enough money to advertise.  

MAYBE, but that is a big risk. Your passion is admirable, so don’t be delusional. Even if you conduct solid market research to guarantee a certain level of sales before launching your business, do you really want to cap growth potential?

  • Marketing is not affordable.

FALSE! You can’t afford not to market your business. Period. Consult a pro to find out how to market within your budget. You will be surprised by the options.

  • Once a certain revenue level is reached, it makes sense to tighten the marketing budget.

This line of thinking is only true if the intent is to phase out your business.

  • In a bear market, reduce the marketing/PR budget first.

FALSE! If the market goes bearish, you go bullish. Do not rest on your laurels. Get creative. Remaining top of mind is of utmost importance.

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