Are you frustrated with spending money, but not getting results? Or have you stopped spending because of prior marketing failures. We understand! We’ve talked to many business owners who want to grow their businesses, but don’t know the “right way” to invest in marketing. Marketing is creating awareness, credibility and demand for your offerings, which you have to do with limited time and money. There are so many reasons why marketing fails to meet expectations, but as in anything, before you can find a solution, you must first seek to understand WHY you’re not getting results you’re expecting.
Over the next 3 posts, we will go through 3 of the typical marketing scenarios that are far too common, along with recommended solutions and reading suggestions.
1. The “One-Off” Mailer
Typical Marketing Scenario: You have a great idea for a direct mail piece. You work hard to put together the creative and the copy, and proudly you send it out the door. But what happened? No results?! Sadly, that’s typical today when customers are deluged with marketing messages. No one will remember your company from one phone call, one email, or one letter.
Solution: Take your “great idea” and develop a series of touch points so that your target audience receives the same message multiple times. To maximize impact without breaking the bank, make your target list smaller or use online messaging (emails, newsletter sponsorships, etc.) wherever possible. To maximize results, build in personal contact points, like hosting a seminar or being a conference speaker so that your target audience can put a face behind the company name.
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