Adrienne Zoble's Marketing Myth #61: We can't afford to market in this economy.

Adrienne Zoble's Marketing Myth #61:

We can't afford to market in this economy.

AZA - Temp Hello, :

I can't believe how many times I've heard this in the past few years, and it simply proves how little people understand about marketing.

Overwhelmingly, people confuse marketing and media advertising.
While advertising is a part of marketing, marketing is not just advertising.

Another misconception is that marketing and sales are the same thing. Since we quantify sales but not marketing, concentrating on sales wins out. Actually marketing and sales are 180 degrees apart; they're polar opposites. If you do your marketing, sales will result.

Over and over again you've heard me say or read my marketing philosophy, "In marketing it's not what you spend, but how you spend it."

What does it cost to make a sales follow-up call? How much can you impress your client/customers by making those calls (one per day or three per week), showing that you genuinely care about their satisfaction?

Since money, people and time are the three prongs of a marketing budget, how long did it take to make that call? How much additional work did you pick up (this happens in approximately 40% of the calls: "can you also help us with . . . ?" or "do you also carry . . . ?")

A roughly 40% chance of generating additional business by spending a few minutes on the phone, helping people to remember your conscientiousness, your accountability and the diversity of your products and/or services - what do those calls cost in money and time, compared to the potential outcomes?

Then there are check-in calls. "How are you? Haven't heard from you in awhile. Just wanted to be sure you're OK." Again, approximately 40% of the time, you might be surprised with, "You know, I've been meaning to call you. We need . . . "

I'll ask you again: what did that marketing cost?

Then there are breakfasts, lunches and coffees. In Northern Colorado, an average breakfast for two costs $25.00. Lunch for two costs $35.00. Two of each per month run $120.00, less than the cost of a one-shot ad, which has little to no effect. Substitute a coffee for one of the breakfasts or lunches, and you'll bring your monthly Travel & Entertainment (T&E) budget in under $100.00. At the same time, you'll have uninterrupted, one-on-one, relationship building opportunities with those who might well become advocates or with whom you can create alliances. Face-to-face offsite meetings with clients are also very powerful (www.azobleassoc.com for our Schmoozing Calendar).

By the way, the costs above are predicated on your paying for all four get-togethers. When your guest insists on paying, because the meeting was so positive, enlightening and promising, or you're alternating picking up the check, you win even more.

Here are three steps to solidify your New Year's Resolutions concerning your firm's marketing:

Step 1: Establish the priority for next year to market consistently.

Step 2: Admit you're cash flow-challenged.

Step 3: Brainstorm how you can market on your very tight budget.

Perhaps it's a networking event at the local Chamber of Commerce, where you already belong, for under $25.00. Or a leads group, where you'll pay only for your meal. Or a MeetUp group that's free.

I repeat: in marketing, it's not what you spend, but how you spend it. Becoming resourceful is what good marketing is all about.

And I'll keep saying it, until people stop telling me they can't afford to market.

Have a fantastic, lucrative year!

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.

Need help marketing consistently?
Visit our website, BroadsOnBusiness.com, to sign up for one of our fantastically economical memberships, priced from only $39.95 per month.

Gain practical, eye-opening ideas from our new Schmoozing Calendar!
With 56 suggestions of whom to invite for breakfast, lunch or coffee, our December 2011-December 2012 Schmoozing Calendar is just what you need to market smart. 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.

Here's help with your Marketing Plan!

Our workbook, The Do-able Marketing Plan: Six Easy Steps to Help You Sell More in Less Time, is simple to use. It's $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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