What do you know?
August 8th, 2006
I know that the tooth fairy isn’t real, global warming is, determination can be more valuable than knowledge, and that for your marketing to work, you have to be consistent with it.
Sending out 50,000 postcards will probably land you a few new clients, but if you’re planning on making it a one-time effort, you probably won’t see very impressive results. The same goes for any form of marketing. A single television commercial aired during a popular program or time of day (including during the Super Bowl) may deliver results, but will not have nearly as much impact as the same commercial aired multiple times during more affordable times of the day.
As our consumers’ lives become busier than ever before, effective repetition in marketing becomes even more important. Simply running the largest ad or a television commercial during the most coveted air time is no longer enough, and in fact, can have an adverse effect. Instead, today we need to focus on reaching our consumers where they want to be reached on a consistent basis across multiple mediums. A careful balance of an effective message distributed across the right blend of advertising mediums on a consistent basis will produce results every time.
You may be thinking that you can’t afford to effectively reach your prospects on a consistent basis. Guess what? You can! In this case, you’ll have to think small to think big. Instead of reaching out to a large number of prospects narrow your list down. After all, would you rather convince 5,000 people 10% of the way to do business with your company, or would you rather convince 50 people 100% of the way to do business with you? Take a smaller, more targeted list and reach your consumers on a weekly basis across multiple mediums, such as internet advertising, direct mail, and small publication advertising. As you acquire new clients, you can begin targeting a larger list.
That’s what I know. Apply that along side your knowledge of your industry and you’ll be a powerful and dominant force a lot quicker than you may think.
