Random Acts Of Marketing
- Put a few ads in the newspaper.
Send out a mailing to your list of prospects.
Hand out some coupons.
Attend a networking function.
I’ve worked with a number of businesses that have marketing programs like this. Is it effective? Likely not. Why?
First, for many of these efforts, the first attempt will have absolutely no impact. In fact, studies have shown that it’s going to take seven tries before that prospect is even aware of you. And it’s going to take perhaps 20 tries before they have any kind of preference to even check you out. I have every reason to believe that these numbers have increased, as we’ve become more and more deluged with information and advertising.
Second, you need to be reaching the right audience. Let’s say that you have a pizza joint that serves students at the university. Will coupons in the newspaper work? If it’s the school daily, perhaps. If it’s the community paper, no way. And you may get a lot more traction handing out coupons at the student commons than by assuming that anybody is reading newspapers anymore.
Third, your message needs to be consistent for any particular prospect. If your pitch at the networking function is about cheap and easy, and in the advertisement is about slow and high quality, you’re going to confuse people. And people don’t buy when they’re confused.
Here’s the key principles of a productive marketing strategy:
Invest in the methods which actually reach the right people and have impact
Do it repeatedly, so you can get people to recognize, remember, and prefer your company
Be consistent, so that each prospect is hearing reinforcing messages through different media
And measure results!
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