Marketing is one of the key drivers of job development and profits. Unfortunately many companies make common mistakes with their marketing. Here`s a few of these common mistakes.
Using institutional advertising
Institutional advertising is about posting and establishing what that brand stands for in the head of the consumer. Most television advertising is institutional and it is frequently exploited by larger companies as a way of promoting their brand image.
It doesn`t seek a reply to a particular offer. For most businesses institutional advertising is a mistake. Far better to try to engage your prospects at an emotional level with a particular offer that solves their problem.
Chasing new customers at the disbursement of existent and past customers
Many customers give you because of perceived indifference; not because you really did something wrong, but because they remember you didn`t appreciate their business. This could simply occur because you neglected to abide in touch with them and soul made them another offer that they decided to go with. The joke is to remain in touch with your customers on a steady basis; seven times a class is a respectable act and lots of this can be done using email. Promotional products like pens and mugs are a decent way of holding in feeling and saying: "Thank you for your business."
Trying to reach a destination with a one-shot campaign
Your prospects want to see a substance between 4 and 7 times before they will be positive to try something new. No single marketing shot can get this result unless the pass is really good.
If your budget is limited, focus on targeting a smaller group rather than a bigger one. A classical example is direct mail. I have been guilty of sending out thousands of letters to everyone I know just to find a short response. A smarter thing would have been to take a smaller group and make a serial of mailings.
Being tactical not strategic
Marketing is some strategy, to make new customers, to let customers spend more money when they interact with you, to encourage customers to give and so on. The scheme is the message you are delivering and the activity you need the client to take. The tactics are the specific methods you use to have that message. Often people take the tactics then the strategy: "Let`s do a brochure! Great idea" "What do we need it to say?"
Choosing a tactic before a scheme is like jumping in your car, pulling out of your drive and then asking, "Where do I wish to go?" If you are thinking strategy first, you would ask yourself what content you need to transmit and the action you`d care to take, then you would opine nearly the correct way to go around it,
Not being unique
Advertising is like wallpaper; most people love it is there but can`t recall specifically what it is. This is not good, especially when you think that a marketing study discovered that only 20 per cent of mass could trace the paper in their own home. Let`s face it, it`s difficult to bear out in a marketplace when people can`t remember things they see every day.
Research suggests that people are open to between 4,000 and 9,000 advertisements daily. Seth Godin talks more about this in his book Purple Cow (a must-read for every marketer). If you want people to speak about you, be unique. This may just involve identifying what you do best.
What is one of the better ways to get your business stand out? In some industries it is hard to bear out. For example, commodity markets like petrol, electricity or building products. But regardless of what industry you are in, there is one way that will let you to bear out in the marketplace. By choosing the matter you need to be known for, a unique marketing proposition or unique buyer advantage, you can make a substantial presence for your business. Unfortunately, this is easier said than done.
It is hard for business owners to take the matter that they need to be known for. It`s about as if by saying "We extend the fastest deliveries"` you are saying that your character is not good. But what if you consider your character is also worth mentioning?
Given the number of advertising noise heard by customers and prospects on a casual basis, you are better off sticking with one substance and repeating it complete and over.
Take FedEx for example, they do many things right, but the sole benefit they push is speed : "When it absolutely, positively has to be there overnight". This is a wonderful marketing slogan that is single-minded. It doesn`t state you that they go great value. It doesn`t state you that their staff are the friendliest. It tells you that they are fast. By adding another four qualities, it would only reduce their message.
The key to choosing something to be known for is to accentuate your strengths. There will be things that you are very just at and things that you are fine at, learn to have this and focus on your strengths. You can never be all things to all people, so focusing on the prospects that you are probably to change into customers and fulfil the needs that are crucial to them.
Keeping in touch with customers and prospects is a selling strategy that many companies neglect. What best way to say thanks for your business, than promotional gifts? Promotional pens and promotional mugs are an excellent way of thanking your customers and holding your name top of mind.
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