The starting point for every great marketing plan is a big idea
Read the following idea starters. Note how many sound like the “same-old, same-old” and how many are things you have heard for the first time. If you have more of the latter than the former, we should talk. Actually, if you are intrigued by even one of these paradigm shifters, there is a good chance we can make a difference for your company. (Have you noticed the irresistible direct marketing technique we are using throughout this site? You can find it at the bottom of this page.)
- Fatal marketing error #1: acting like a packaged goods company when you are not a packaged goods company. This single mistake leads to millions of dollars of useless marketing spending by companies small and large.
- Attention “something for everyone” marketers. Niche marketers are going to eat your lunch.
- Yes, it is possible to sell products and services while spending next to nothing on advertising.
- Not sure how to get started. Audit your advertising in 15 seconds. We do it all the time – and it works.
- Right message, Wrong audience. Fatal marketing error #2, responsible for millions of dollars in wasted spending.
- Can a single document lower your marketing costs and double your target market? Yes, it’s called a marketing plan.
- You can learn a lot about marketing by reading a marketing text book or taking a marketing course. Or you can read The Art of War by Sun Tzu and pick up blazingly clear ideas on how to win. Example: Be big where the competition is small.
- Feeling safe in the “soft middle”, because you are bigger than the smaller competitors in your business vertical and faster than the largest competitors? Think again. The truth is you are slower than the smaller competitors and weaker than the largest competitors.
- A moment of silence, please, for the death of the brochure.
- There is a role for advertising and a role for PR – too bad so many companies use PR when they should use advertising – and vice versa.
- We made a sale – that proves our marketing works. Think again. Even a blind squirrel finds a nut.
- There is nothing “Free” about free PR.
- Backwards spending priorities, the third fatal flaw. Clients really like this one because it delivers improved results with no change in spending or, better still, reduced spending.
- The miracle of donut marketing – and why it is probably not for you.
- Can you launch a business into a mature business sector with many competitors of every size, including dominant market leaders with 100 times your marketing budget. Yes.
- Here is an idea – let’s copy the ads done by our competitors. Happens every day with, for example, Monkey-see, Monkey-do advertising in the Yellow Pages advertising.
- Upset about your channel marketing? Look in the mirror. The problem – role confusion – starts with you.
- ABLE marketers understand that direct marketing and online marketing are measureABLE, customizeABLE and profitABLE.
- Quick. How many of your sales people are hunters and how many are farmers? More important, how many of your hunters are farming – and vice-versa.
- If you claim to have no marketing failures, one of two things are true. You are fibbing. You are avoiding the measured risks – and resulting sales increases – that are part of every successful marketing program.
- Yes, you can profit from the struggles of big media – radio, television and newspaper.
- You want big markets, right? So why are you ignoring the biggest market – the female market. Statistics Canada tells us that, effective October 2006, there were 32,623,000 people in Canada. 16,155,000 were male, 16,468,000 were female – just one more reason we say it pays to make your marketing Female Friendly.
- You make money by attracting customers. You make (way more) money by partnering with megacustomers.
- Simplify. Simplify. Simplify. You can slash wasteful spending and increase response by applying this little bit of marketing moxy, which just happens to be our tag line: Start with the customer. End with the Sale.
We could go on. But you get the idea.
Direct marketing technique revealed: Don’t ask for the sale too soon. It’s too big a commitment. Ask for something that a prospect is more likely to accept – a meeting – and keep asking until you get the meeting.