Marketing professionals often refer to the basics of marketing as the three “Rs.” This is not to be confused with reading, ‘riting, and ‘rithmatic; but rather how to go about researching your market, reaching your target market and retaining your customers. Now, the Internet and Web-based software programs are providing companies with tools to effectively research, reach, and retain customers and run a profitable business.

The first “R” of marketing, “research” is often the step that small businesses overlook. Large companies have the capacity and funding to devote resources to feasibility studies and market research to define their customer base. Smaller businesses, on the other hand, assume, that understanding the demographics, the changing trends of an industry, the strengths and weaknesses of the competition, and the buying habits of a target market, are too difficult and costly to figure out. Unfortunately, many will jump into business without doing their research and consequently fail to establish a niche market. Doing your market research doesn’t have to be that difficult. Utilizing tools and on-line databases can help any small business owner to accurately target their market.

Developing an effective strategy to “reach” your market is the second “R.” By doing your homework, or research, you should know all about your target market; where they live, shop and what they are willing to pay for services or products. Good research lends itself to cost effective marketing strategy. E-commerce has certainly added a new element to small business marketing strategies. On the Web, an on-line business developed by a sole proprietor can compete with a large corporation. Many small businesses need to develop an e-commerce strategy if their business is going to continue to survive and grow.

For most businesses it is a reality that that 80 percent of the business, comes from 20 percent of your customers. It is critical to keep your current customers happy so they continue to come back. The third “R” of marketing, “retaining” your customers, emphasizes developing a customer relationship management strategy, so your customers remain loyal and keep coming back to you. Software programs like Constant Contact, Zoomerang and Vertical Response are examples of technology resources, which any businesses can utilize. These programs help assist us to stay in touch with our customers and alert them to new products and services.

Napa Valley College Small Business Development Center and the Napa Chamber of Commerce Business Builders are hosting the next Wake up Your Business Wednesday, is entitled “Using technology to Harness the 3 Rs of Marketing” on Wednesday, 7:30 a.m. to 9:30 a.m. at the Napa Chamber of Commerce board room, 1556 First St. The cost is $20.

The event features a panel of technology-marketing experts that will present how to effectively research your clientele utilizing Internet market research strategies; how to reach your target-market through on-line marketing; and how to retain your customers through computer-driven customer relationship management tools.

Presenters include Randy Martinsen of the Accelerated Marketing Group, Dean Bowen, of Net-Flow Corporation, and Jerry Jinnett, business advisor at the NVC SBDC, and author of “Target Marketing.”