| Marketing Media Mix: Sales Success Starts at 8 |
The average business uses 3-4 different media for their advertising, marketing and publicity. This includes your website, brochures, print ads, blogs, etc. The really interesting statistic is that
The average business uses 3-4 different media for their advertising, marketing and publicity. This includes your website, brochures, print ads, blogs, etc. The really interesting statistic is that very successful businesses use 8-10 different types of media. This isn't over time. It's concurrently! Where does your business fall in the media mix? It's time to break outside your comfortable box and take some risks with your media choices.  Cost is Relative - Almost immediately business owners start thinking, "That's going to cost a lot. The economy stinks. I can't afford to add more expenses." That's looking at this from a traditional perspective and that's why most businesses stick to 3-4 media you can afford and are comfortable using. There are countless ways of getting the word out without paying a thing. They usually involve more sweat equity than dollars and when paired with well targeted copy and calls-to-action, they can be effective. Consistency of Brand and Message - No matter what you use, your message and brand need to be consistent. There already are a lot of businesses closing up shop and I guarantee there will be even more that will open AND close in the next year. So many people are resorting to entrepreneurship without any training or guidance. They will fall prey to inconsistent messaging and slick ad sales people. You must set yourself apart from them and maintain a solid image throughout this economy. BE The Prospect - In order to choose from this litany of options, think like your prospect and ask yourself if you would be found using this media regularly. Cross out all the no's. Then with the list that remains, focus on the top ten most likely media you would come in contact with or seek out frequently. That should get you thinking beyond the same old stale media you and all your competition keep using. Media & Marketing Vehicles - Here is a partial list of vehicles, media locals and general strategies. See how many you are using or would consider. Affiliate Marketing, Article Writing, Billboard, Blog, Brochures, Business Cards, Cable TV, Catalog, Chamber of Commerce, Contests/Giveaways, Consultation/Estimates, Digg, Direct mail, Ebooks, Email, Facebook, Formal Networking Clubs, Gaming, Guest Expert Interviews, Infomercial, Informal Networking Events, Interactive Marketing, Lions Clubs, Local Religious Group Publications, Mobile – SMS, My Space, Newsletters, Philanthropy Sponsorships, Promotional, Radio, Reports, Retail, Rotary, Search, Second Life, Seeding/Viral Marketing, Seminars, Shopping Carts, Shopping Networks, Speaking Events, Street Stunts, Team Sponsorships, Trade Shows, Twitter, Video, Websites, WOMM Try Something New - But, don't just jump into something because it looks cool or is affordable. Consider your target market and where they will find you. Without that component you have lowered yourself to the ranks of mass marketing which means you can afford to throw money away for low ROI or you are really not sure who your client is. Don't take a single marketing step until you have your target nailed down.Paula Pollock is Director of the Pollock Marketing Group: helping business owners attract consistent clients with less effort. To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up. www.paulapollock.com
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