The first pillar in an effective marketing structure is the offer - or, more specifically, numerous offers. An offer can be a product, a service, or a package of products and services. Obviously, all small businesses have offers, otherwise they would not be businesses. Offers become a part of your marketing structure, though, when you are constantly expanding and improving them to meet the needs of your clients. New offers also please existing clients while welcoming new ones into the fold. Thus, the offers pillar is actually a foundation for the other two pillars of your marketing structure.
