How do you choose?
Every media has its own advantages and challenges, though the single most
important element of any marketing strategy is consistancy.
Dedication. Over the years I've seen hundreds of
businesses take the leap into a new media marketing program only to fail. Why? Because they didn't stick with
it.
Planning. Whatever media you choose to use for the development
and growth of your business, develop a long term plan (at least 90 days - 360 days preferably - or if you can
talk 2 years, even better). Map out all costs associated with the program and make sure you have the money. Do not
start thinking that you'll use sales from the first 30 days to fund the next 30. IT WON'T WORK. If you can't afford
to market consistently then don't. (Have you thought about what you could be doing in-store for almost nothing that
would produce additional sales? I have. Ask me.)
Measurabilty. How are you going to measure the results. Asking a
customer how they "found you" is not reliable measurement. Comparing daily receipts to a year ago is not accurate
measurement. Did it rain a year ago? Was it 100 degrees? Somehow you must establish a real "base line" from which
you'll measure results of the marketing campaign.
Preparedness. Marketing can sometimes do more harm than good. Is
your business ready to delivery a 100% GREAT experience for the customer? If your advertising brings in new
customers who have a bad experience you're in trouble. Consumers tell at least 10 people when they have a bad
experience, compared to just 1 or 2 when they really enjoy buying from you. Ask yourself the hard question -
"Are you and every member of your staff ready to deliver?"
Colaboration. Over the years I've asked hundreds of business
owners about their marketing strategies and ideas and very often I find a business owner who does not have the time
to really think their marketing plan through. They're "flying by the seat of their pants" buying "this and that" as
different sales reps come through the door with the "next great idea". I talk with people for FREE. I provide ideas
for FREE. If you think having an unbiased sounding board might be advantageous for your business - please call me!
(916 - 599 - 5474)
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