Adrienne Zoble's Marketing Myth #64: What do you think of these flyers we picked up at our industry conference?

Adrienne Zoble's Marketing Myth #64:

What do you think of these flyers we picked up at our industry conference?

How is attendance at your organization's meetings or conferences these days? What's the chance your programs could use some tweaking? It's time to call upon Adrienne Zoble, who will present a dynamic, Back-to-Marketing Basics seminar or talk, with ideas that are so easy and inexpensive to implement, your members will remember and reap the benefits of her suggestions for a long, long time. Just call 970/282-1150 or email azoble@azobleassoc.com.

AZA - Temp Hello, :

The title of this Marketing Myth is a pretty frequent question from our clients. They see a direct mail or ad campaign, perhaps a series of flyers, that their competitors across the country are using; and they think of putting them to use for themselves. This is particularly likely, if the competition has been seeing positive results. After all, our clients reason, there's plenty of geographic separation from their competition; and they won't copy the pieces exactly.

In a most recent case, the flyers were 8.5 x 11 and looked absolutely nothing like the mailing pieces and ads we had just completed.

The client was disappointed at first, when I said I didn't like the flyers at all; he capitulated, however, when I stated my reasons.

The style, layout and copy weren't likely to resonate with their primary market.
The flyers looked 180 degrees different from the campaign our artist had recently created, which was just beginning to reach the marketplace.
The flyers would negate any attempt at recall of our client's developing image.
Just because something works in one part of the country doesn't ensure it will work in another.

Once I enumerated the reasons for my dislike of the flyers, my client understood and agreed that they were inappropriate for his business.

OK, so we dodged that bullet; this happens, however, far more often than it should. Owners and executives get wind of something someone else is doing, and they rush to copy it.

Could we have some originality, please? Could we have some gumption to stick with what we're already doing, that's showing early signs of success? Could we have some respect for the values of consistency and continuity?

Could we understand the concept of branding, of creating a look that helps one's company become increasingly easy to recognize? Copy, fonts, colors, styles, tones, photographs, layouts - these all contribute to marketing recognition. Stop messing with them, just because someone else came up with a different approach!

Owners of small and growing businesses waste billions (that's with a "b") of marketing dollars per year. Why? Because they try something just once ("let's run an ad/do a mailing and see what happens"), or they become distracted by what someone else is doing and change horses in midstream.

Then I have to listen to how much they spent on marketing that didn't work.

It's time to respect and stand by your marketing decisions for at least 13 weeks, with proper evaluation near the end of the quarter. Ironically, the company mentioned here was doing a masterful job of sourcing where its business was coming from as a result of existing marketing; and the results were very impressive.

Call in the professionals to help you design a campaign based on the market(s) you're trying to reach, and stick with what you've approved.

And stop changing what ain't broke!

No more procrastinating!

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.

One-on-one consultations, webinars, helpful marketing hints, book suggestions, member Spotlights, a Member Directory - they're just some of the marketing resources available to our members, to make your marketing

easy and inexpensive. To sign up, call Adrienne at 970-282-1150, or email her at Adrienne@BroadsOnBusiness.com.

Need 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.

Gain practical, eye-opening ideas from our new Schmoozing Calendar!
With 56 suggestions of whom to invite for breakfast, lunch or coffee, our 2012 Schmoozing Calendar is just what you need to market smart. Order today! $26.45 including shipping and handling; $22.95 local; $15.95 electronic version. Call Adrienne Zoble at 970/282-1150 or email her at 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. Please contact Adrienne for your member price.

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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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