Good marketing opens the door to run-away success and a booming company. Marketing that doesn’t work can crash a company or worse — it can burn up all the available resources while returning nothing. With the large number of options — most of which don’t work — marketing has become a confusing and frustrating subject. How can you select what is most likely to work today for YOUR business?
Why I Study Marketing
When I had been consulting for just a few years, I had a hair-raising experience. A new client walked in who had spent all the money he had on marketing that flopped and he was on the verge of bankruptcy.
I was put in the position that he was going to max out every credit line he had to execute the marketing program I recommended. We somehow managed to squeak by and his business turned around.
But I knew that because of my lack of certainty on what would work, he could have lost everything. That’s a scary responsibility and I decided to do something about it. Instead of going back to school to get another degree, I decided to learn how marketing is done in the real world. So, I got a job in a Beverly Hills ad agency. My first week I placed $250,000 in print advertising and things took off from there. Gradually my certainty improved, and I worked up to being Marketing Director.
What Proven Methods Work Best to Your Customers?
I’ve surveyed hundreds of businesses to find these key points:
***** Referrals, with 5 stars, is #1 in almost any business. Spend a few minutes now finding what can you do to ask for or strengthen referrals!
Another thing you can do while you’re at it is to get your happy customers to place reviews on Google and any other appropriate sites — this is gold in today’s marketplace.
**** Coming in at 4.5 stars are letters and individual emails (not bulk mail) to your customer base and hot prospects.
*** Email marketing campaigns rate 3.5 stars. I have seen spam campaigns tried and truthfully, they rarely work and can generate stiff penalties. But bulk email campaigns to “warm” lists do work.
*** Postcards and fliers come in at 3 stars — This old stuff still works pretty well and is ideal in some businesses.
** Telemarketing gets 2.5 stars. Calling old customers can fire things up, particularly if you have some good news or strong offers for them.
There are many other workable methods out there — special customer-appreciation events can be very powerful. Social Media is increasingly popular. Direct mail campaigns can still be viable, and I especially like “lumpy mail” campaigns.
I’ve been involved in marketing campaigns for hundreds of businesses. What’s going to work best for your business? Call me and see?
Get Free Advice Specific to Your Business Now!
I’m offering a complimentary 1-hour in-person or Zoom (video) consultation to help you evaluate your marketing and guide you in achieving your goals for your business . That could be all it takes.
Contact me now or give me a call at: 727-304-5000
