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5 Steps to Targeting Your Marketing Message
In order to win at the game of business, a company needs a good plan. This can be done in-house, with a marketing consultant, or with a marketing firm. Here are five steps to developing and implementing a good marketing message: 1. Determine your...
Develop bliss for marketing success
Love. What could it have to do with Internet marketing ? Somehow it is the hidden catalyst for success in business and your relationships. Looking at the successful people in life, you will notice that they have a passion for their work. They never...
How Cultural Differences Affect Your Global Marketing Message
How Cultural Differences Affect Your Global Marketing Message by Ron A. Welsh Marketing across cultures worldwide is a thriving business as the world moves closer to a global economy. International companies have been marketing to countries...
The Secret Of Illusional Marketing
You need two special ingredients to make this marketing strategy work successfully. You will need a product that your target audience will perceive as being extremely valuable and something that you can afford to giveaway. What is this secret, you...
Unleash The Power Of Perpetual Marketing
I describe perpetual marketing as a large number of people promoting one web site so they can all receivethe traffic generated by each other. For example, you decide to create a free ebook that you will give away to your web site visitors. You ask...
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Does Your Marketing Plan Need Changing?
Change is good, right? Not always. But when is it bad? Is it a question of good or bad? Sounds philosophical. Maybe it is.
Philosophize on this…why would one take something that is going good – no.. great – and change it? Obvious answer is to make it better. Not!
In business or in marketing, change is not always good. When you have certain promotional actions that are in place making things happen, or in better terms, making you money – don’t change them! Why do I say this? Because I see it time and time again. Someone has a marketing campaign that is bringing in a good return on investment and they up and decide to change their postcard! What?!?!?!?!? Change your postcard – why??????? “Er uh, we just decided to do something different.”
And then some three or four months down the road, they call back with their tail between their legs and ask – no demand to have everything back the way it was before. In this latter case – change is good.
I am not just saying that to say that one should always keep their postcard marketing campaign the same and never change it. Quite the contrary. Change your marketing, change your habits, change your way of life when it warrants it. There is really some truth to the old adage “If it ain’t broke, don’t fix it.” Maybe it is human nature to want to change everything once something gets going just the way they planned it. Who the heck knows? All I can say is step outside the human-nature box. Change only when things are drastic or when change is warranted.
Drastic circumstances deserve drastic measures. But how do you determine drastic? Sometimes that is really easy. Your company’s income is crashing. Do something! Change! Or better yet, figure out what you changed and get it back to what was working.
How about a plateau? Does that deserve change? Depends on how long that plateau lasts. I have never seen things leveling off and staying level forever. It either goes one of two ways – up or down. I know an optometrist who had a very successful practice in small town USA. He never really marketed. He never really had to.
People knew of him from miles around. Mainly he did PR stuff – a fundraiser here, networking there, etc., etc. His good works made him well known and respected and the community ooo’ed and ah’ed over him so much the paper loved printing it.
But things changed. Malls started opening up. People started shopping out of small-town USA and into the bigger cities. The environment changed. But he didn’t. He still kept a good practice, but you could see something interesting – his gross income started to plateau. And over time – many years – that plateau gradually started to show where it was really going. I actually don’t have to say where – you’ve got the picture.
Now, would that demand drastic measures? Taking into account inflation, cost of living and other factors that are on the rise – yes, I would say that would demand drastic measures. Did he take them? Not until the direness became all too apparent. But yes, he finally did take them. He started postcard marketing his you-know-what off!
I have another client that is just a dream. They have had the same list for the past 5 years, ever since they have been in business – thirty thousand physical therapists they mailed to over and over and over and over and … They never changed. They figured if it was bringing in the income it was the thing that was working. And it worked and it still works. And today – they made Entrepreneur’s 100 Hot List for 2005.
So, next time you think about changing your marketing plan, look to see if it needs it. Look at your numbers. Are they improving? Declining? If your income is going up – don’t change one single thing. But if it is going down or flat lining – for heaven’s sake, change!
About the Author
Joy Gendusa founded PostcardMania in 1998, her only assets a computer and a phone. By 2004 the company did $9 million in sales and employed over 60 people. She attributes her explosive growth to her ability to choose incredible staff and her innate marketing savvy. For more free marketing advice, visit her website at http://www.postcardmania.com
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KnowThis: For Marketing, Market Research, Internet Marketing ... |
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Online Behavioral Contextual Advertising and Marketing. |
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV. |
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Marketing knowhow from professionals. Newsletter, articles and how-to's. |
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Guerrilla Marketing Online - The Official Site |
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds. |
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Business Marketing - Small Business Marketing |
Business marketing - Read everything your need to know about small business marketing. |
www.entrepreneur.com |
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Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ... |
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USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ... |
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ClickZ Internet Marketing Solutions for Marketers |
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing. |
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Direct Marketing Association: Telephone, Mail & Internet Marketing |
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ... |
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