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Adrienne Zoble's Marketing Myth #60:
Business will be lousy, whether or not we have a Marketing Plan.
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 Hello, :
Not exactly.
People have weird perceptions about marketing. The most common is that Marketing and Advertising (in the media) are the same thing. "Advertising is expensive; therefore, we can't afford to market right now."
While Advertising is a form of Marketing, Marketing is not exclusively Advertising.
Another is that Marketing and Sales are the same thing. Wrong. They're polar opposites. Do your Marketing, and Sales will happen.
Yet another is that Marketing takes forever to work. Wrong again. 40% of the time you check in with clients, they will ask you about some other work. You can't get more immediate than that.
During this economy, there are lots of stories about businesses that have shut down; and that's sad. What's interesting, however, is how these companies approached marketing. Let's start with the chain stores. Their mantra was explosive growth. Well, how many do you need of one type of store in a given area? Hoisted by their own petards: greed and over-exposure.
Now let's go to small businesses. Show me a company that closed its doors, and, in at least 90% of the cases, I'll show you a lack of marketing savvy. The first mistake was to cut out marketing, when the economy began to tank. That's exactly when to continue, if not beef up, one's marketing, to separate one's company from the competition, who are conventionally cutting back.
The next mistake was to sit in the office and will the phone to ring. These companies quickly eliminated their Chamber of Commerce and trade association dues, thereby cutting out their networking. They holed up in their offices, because they had to cut back on expenses. Just the opposite of what they should have done.
Remember, marketing doesn't have to be expensive. It costs nothing to make a sales follow- up call, nor does it cost anything to check in with a client, preferably by phone. Time involved? Usually five minutes, tops.
All this is by way of reminding you that in marketing it's not what you spend, but how you spend it. Truly!
Here are some key criteria for your 2012 Marketing Plan: How often will you stay in touch with clients and colleagues? What will your Schmoozing budget be per month? (Our new Schmoozing Calendar is now available.) One breakfast, one lunch and two coffees will come in under or around $100.00. That's over a month's period of time!
Who are the business owners, colleagues and vendors you trust the most, with whom you can form alliances to refer back and forth?
In your Marketing Plan set three simple, quantifiable goals. How can you engage as many of your people as possible in your company's marketing, in essence creating a Marketing Team? Who in your firm will schmooze? How good is everyone at following up on leads? How do you know they've followed up? Marketing training is key, and it costs next to nothing. One half-hour marketing meeting per week will do it.
Stop putting marketing on the back burner, and stop blaming the economy. Reach out to marketing professionals, without spending a lot of money. They will help you make minor changes that will reap major results . . . quickly. That's why you need a Marketing Plan!
No more excuses.
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 Don't stagnate or procrastinate with your marketing.
Let Adrienne Zoble show you how to grow your business quickly, without spending lots of either time or money. Become a BroadsOnBusiness.com member to learn how to market affordably and consistently, with impressive results.
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 | | Our new Schmoozing Calendar is now available! December 2011 through 2012, with 56 suggestions of whom to invite for breakfast, lunch or coffee. Also perfect for a holiday gift. $22.95 for hard copy and $15.95 for the electronic version. Order today! Call Adrienne Zoble at 970/282-1150 or email her at azoble@azobleassoc.com.
It's Market Planning season! Our workbook, The Do-able Marketing Plan: Six Easy Steps to Help You Sell More in Less Time, is $67.45 including shipping; $39.95 electronic version. If you're not into workbooks, sign on for our "10-Minute Marketing Plan" program. Let Adrienne handhold you through the Market Planning process for the most practical and least expensive Marketing Plan you'll ever acquire, complete with implementation techniques, once the Plan is agreed upon. To order, please visit www.azobleassoc.com, call 970/282-1150 or email azoble@azobleassoc.com.
BroadsOnBusiness.com members may purchase the Schmoozing Calendar, "The Do-able Marketing Plan" workbook, the "10-Minute Marketing Plan" program and various e-books at discounts, based upon your membership level.
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Perhaps your company or organization is looking for a dynamic speaker to motivate employees or members in their marketing efforts, or you would like an article/column for your publication or newsletter.
Depend upon Adrienne Zoble to help your company grow and thrive, even in these challenging times.
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