Give to Get Marketing PowerTips Newsletter
Today's PowerTips Article:
You Can't Keep Doing the Same Thing
and Expect Different Results
Part 2
by Joe Gracia
www.givetogetmarketing.com
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Hello Fellows
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If you missed Part 1, you can read it here:
Continued from Part 1...
HOW MANY?
In my previous, 16-year career in broadcasting, as a Marketing Design Director, I worked with thousands of small business owners on the broadcast and print production of their ad campaigns.
Most of them used the One-Step Strategy--and probably still do. Early in my career, I didn't know any better, but it didn't take me long to learn how ineffective this strategy was.
The way I learned that it was ineffective was by asking one simple, two word question, over and over again:
'How many?'
After any of our advertisers ran a commercial or a newspaper ad, or a radio spot, etc. I would simply ask them, 'How many responses did you get from the ad?'
They were spending money blindly
And the answer was almost always the same, 'I have no idea. I don't have time to bother with details like that.'
It didn't matter how much money these business owners spent on the ads, they rarely knew the results of their marketing efforts--and rarely cared. They didn't think it was necessary.
That's like bowling in the dark with earplugs on. How could you ever win or improve your scores without knowing your results? You can't. And they didn't.
Is it any wonder that 80% of all new businesses go out of business within the first five years?
When I would suggest that they change their One-Step strategy, most would steadfastly refuse. 'If it's good enough for my competitors, it's good enough for me!'
They were also misguided by a strong belief in another prevalent marketing myth. 'If you just keep running your ads again and again you are generating 'awareness' in the community, and eventually that built up awareness will kick in and your sales will then explode.' In other words, 'keep spending the money and success will be over the next hill.'
At least this is what the newspaper reps, and other media reps kept telling them as they wrote out their monthly media checks.
It's a myth.
Most businesses can't generate mass awareness on a small budget
It takes millions of dollars to generate any kind of mass market awareness of a company or product. Disney can afford to do it, IBM can afford to do it, but you can't.
Any money spent on trying to build mass market awareness for your small business on less than a million dollar budget is money down the drain.
Using the media--whether paid or free--with the intent of merely gaining market awareness, should never be your goal.
Your goal with every marketing effort you perform should be to generate immediate results.
If you run a newspaper ad with an offer designed to generate new Prospects--which is the only thing you should be trying to do with a newspaper ad--then you should get your results within 7 days.
If you mail an offer to your customers designed to sell them an additional product or service, you should get your results within 7-14 days.
When we send out our e-mail newsletters to our Prospect and Customer lists, we begin receiving orders for our products within 15 minutes!! The bulk of our orders come within 7 days--just in time for our next newsletter issues to go out.
Don't let anyone tell you that you need to keep running your ads over and over again and eventually you'll see results. You'll be waiting forever. If they don't work immediately, they're not going to work later either.
If your marketing efforts are based on a proven effective marketing strategy, you should always expect immediate and consistent results.
By the way, once our travel agency client stopped copying her competitors advertising and marketing strategy and started applying our Give to Get Marketing strategy, her phone literally began ringing off the hook with interested prospects. Her prospect inquiries went from 10 per week, to 150 per week immediately. Her sales quadrupled in 24 months, and she went from 13th place in her marketplace to first place in her niche.
That's what an effective marketing strategy can do for a business.
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If you have any comments you'd like to share about this article, just hit reply and send me an email.
Until next time, we wish you the very best marketing success.
Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
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About the Author:
Copyright 2000-2011 Joe Gracia. All rights reserved.
Joe Gracia is small business marketing expert with over 30-years of hands-on experience. You can get hundreds of marketing tips at his www.givetogetmarketing.com web site, or sign up for this Give to Get PowerTips Newsletter at www.givetogetmarketing.com/free-ezine.html
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