The way you reach new customers...
The way you share your brand and brand identity ...
The way you draw attention to your presence in the marketplace …
They way you ask for business.
Marketing and Advertising are essential to the growth and maintenance of your revenue stream. No, not all advertising and marketing fit one company. Nor will any one marketing avenue do everything you need it to do. Here’s how to look at opportunities that cross your desktop and evaluate whether they are right for you.
1) Evaluate each marketing opportunity on its own merit, not because you do or do not have the expense budgeted.
You may miss out on a great opportunity to reach an audience you are not currently reaching. Or, you may be spending money in the budget on advertising vehicles that are no longer working for you. You owe it to your bottom line to give every opportunity consideration.
2) Consider how each advertising opportunity carries your brand message, or part of your message.
We all love tag lines. Business experts say your business tagline should always accompany your logo. But ask yourself: Can one tagline really identify ALL that your company is to a customer? Probably not. It takes several short “conversations” with prospects to identify what specific traits of your company appeal to them. Look at specific marketing opportunities as a way to start those conversations.
3) Don’t be shy.
You may not be familiar with the marketing opportunity being presented, but don’t let that shut you down. Instead, use the opportunity to ask pointed questions of the person reaching out to you. “How much?” should not be your first question. Opportunities that deliver results have a cost attached and basing your decision on cost right off the bat could lose you significant growth. What if this new opportunity could replace several marketing vehicles that weren’t working as well as you need them to?
4) Make a list of the most important aspects of your marketing approach.
Use a checklist to make your scrutiny quick and easy. Consider the following:
[ ] Do you want to reach as many people as possible? Or are you more concerned about the type of person to reach? Does this media outlet serve one of these two goals?
[ ] Does this marketing venue duplicate existing efforts? Or is it reaching a new or expanded marketing audience? Neither?
[ ] Does this advertising reach prospects you want to reach while in the right frame of mind to learn more about your company?
[ ] Does this media outlet put you in good company, either with other quality advertisers or editorial content? Can you influence the environment where your message is presented?
[ ] Can you budget the resources to adequately reach this audience, start and maintain your marketing conversations? You’ll need a large enough ad presence and enough frequency to get the job done.
[ ] Will you be able to keep your marketing message current, relevant, and well positioned?
[ ] Will the company be easy to work with, professional, and available when you need them?
[ ] Will your participation in this marketing opportunity earn your company status, rewards, discounts, editorial coverage or other marketing and business leverage?
If you answer YES to these questions, you have a winner! If you don’t know the answers, here is your discussion talking points with the sales representative. Keep your list handy as you converse.
You’ll find that if you approach marketing opportunities in this or a similar manner, you’ll not only bring marketing to the top of your to do list and then mark it off your list easily, but you will put #224 on your list to work for you… which is what marketing is all about!
Janie Clark is a veteran marketing and sales professional, who works with companies of all sizes and disciplines, primarily in custom publishing and web. "Knowing how to break marketing opportunities down into a Q&A format that works for your business is a great first step,” Clark says. "Many business people are so hindered by the fear of being ‘taken' by a persuasive salesperson, that they shut out opportunities that could really improve their business. It’s as important to learn how to say Yes and it is to say No. Learn to listen and evaluate before you make a decision.”
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