Marketing Myth #25: We’re too poor to market; besides, it’s summer.

Marketing Myth #25:

We're too poor to market; besides, it's summer.

Here we go again: the media won't shut up about the recession, and it's becoming a self-fulfilling prophecy. Yet I know many who are having their best year ever!

Here's another excuse, besides the recession: "we don't market during the summer, because everyone's on vacation."

Well, here's the scoop on marketing: it builds momentum. When people hear about you, they may well go through the "delay factor"; that is, they slip into, "I'll have to call him/her . . . when I have the time." Then they promptly forget.

It's your responsibility as a business owner or executive to stay in peoples' faces, so they don't forget about you; and this doesn't have to cost much. With the summer weather upon us, invite someone to breakfast or lunch. Here in Fort Collins, two breakfasts and two lunches per month (one per week) cost just under $100.00. In the major cities, figure no more than $150.00 for four meaningful, one-on-one get-togethers with key people whom you can ask, "How can we help each other?"

I've said it so many times, but it doesn't seem to compute: "in marketing, it's not what you spend; it's how you spend it." You might easily spend more than $100.00 per month on lattes and other specialty drinks! Divert some of this money to schmoozing, and you'll be too busy to care what they're saying about the economy.

Now the summer myth: people go on vacation for an average of one week; and there are 13 weeks to summer. This is the time to forge relationships. Even if you hear occasionally that people won't be spending much until after Labor Day, you'll hit the ground running, because of the marketing you're doing; while your competitors will still be trying to get back into action, after relaxing all summer. Summer's fine for a slight schedule slowdown, but you still have to market.

So . . . stop moaning and start schmoozing. Invite clients, past clients, vendors, sub-contractors, bankers, realtors, consultants, professional advisors, fellow members of associations and leads groups - get to know these people better and create confidence, comfort levels and trust. It's time to participate in face-to-face and voice-to-voice marketing. That's what today's marketing is all about.

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Visit Adrienne Zoble at www.azobleassoc.com. Check out her Do-able Marketing Plan workbook and her 10-Minute Marketing Plan Program. Her Schmoozing Calendar will provide ideas for productive ways to build relationships and form alliances.

Perhaps your organization or company is looking for a dynamic, tell-it-like-it-is speaker; or you need an article/column for your publication or newsletter.

Adrienne Zoble will help you sell more in less time, even in these challenging times.

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Adrienne Zoble Associates, Inc.               azoble@azobleassoc.com
1060 Sailors Reef                                         www.azobleassoc.com
Fort Collins, Colorado 80525     970/282-1150

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