Let's face it, if you're in business, you're in marketing. What
was true 50 years ago remains true today: nothing happens until
something gets sold. And selling begins with effective
marketing, but most marketing plans fail for two simple reasons:
1. They fail to capture the customers' attention. As strange as
it may seem, the big task is not simply getting your message out
to customers. In fact, that doesn't count for much. You can see
the evidence for it everyday and everywhere.
Look at your mail, read newspaper or email ads. Most of what
passes for getting the message out totally misses the mark.
We're flooded with messages - and most of them go right by us.
Why? Because they focus too much attention on the advertiser -
not the customer.
What purports to be a message is no message at all. It may tell
your story but if it fails to capture the customers' attention,
it's a waste of money.
2. Perhaps the most pervasive marketing problem of all is a lack
of consistency. Everyone starts out with a bang. It's going to
be a great ad campaign or product promotion. Time, effort and
money go into the projects. And where are they six months or a
year later? More often than not, they're either all but
forgotten or already a memory. The success of marketing is not
so much in award-winning ads and brochures as it is in keeping
the program going.
Business owners have an enormous challenge when it comes to
marketing. They almost never have the time to put together and
implement a comprehensive marketing program - and, most
importantly, to sustain the program consistently over a long
period of time. Here are some tips to help you create a lasting
marketing effort: 1. A little planning can go a long way. Your
calendar is a potent marketing tool. Start with your deadline
and work backwards writing down each step required to complete
the marketing endeavor.
2. Get others involved. Very often marketing initiatives require
coordinating with printers, designers and even your staff.
Getting everyone on board ahead of time will save you a
tremendous amount of aggravation.
3. Avoid the temptation to waiver from the plan. Results from
your effort may take months to manifest so don't give up too
soon. Remember, consistency is an important factor contributing
to a successful marketing effort.
About the author:
Avery Manko is the owner of The Manko Company, a marketing firm
in West Chester, PA. His firm develops and implements marketing
programs for small and medium sized businesses. Contact him at
610-725-9844 or avery@mankocompany.com. For more about The Manko
Company, go to
www.mankocompany.com.
