Marketing GPS:
Navigating Your Marketing Options

Your Advertising Program & 2011:
What's Right for Your Business?
By Liz Harsch
of Tailor-Made Advertising
(Torrance, CA)

Strategic Planning
November 2010

2010 was a great year to see how your marketing and advertising skills measured up.  The good news is that if you're still out there, you passed the test.  The bad news is that it's even harder to keep up with all the changes in the industry if you are trying to do it part time.  Here are a few pointers you should consider while putting together your marketing program for 2011.

1.) Make the most of your client base: If you are not planning on touching base with your core customers at least 6 times in 2011, you are guaranteed to lose some of them to the hungry competition.

2.) Email Marketing: If you are not already doing it, consider adding an email marketing program.  Create a calendar and be consistent.  Include tracking to make sure you know who is opening your emails.

3.) Direct Mail: If you do not see your clients in-person twice a year minimum, they are probably feeling neglected.  If you can't meet face-to-face, consider sending a card or having a private sale.  While there is a temptation to save the postage and just email, keep your target market in mind and whether they read email regularly.

4.) Video Marketing: They say a picture is worth a thousand words, so if you are not already in the process of making a video or creating a YouTube channel, you should.  Remember that video marketing will be one of the primary elements of online marketing and SEO within the next 5 years.  So don't fall behind - your competitor will be there.

5.) Micromarketing: In 2010, we used many tools that allow us to measure the results of phone calls and clicks on website and social media.  This gives us a really good look at your market (macro and micro).  The tighter you can define a group, the more likely consumers are to take action.  Are you using that technology?

6.) Create Alliances: There are companies going after your same demographic target, but not selling competing services.  Our company arranges ad tools that benefit both businesses.  But first we ensure that the qualities of both companies are similarly matched.  Working together can definitely stretch your ad dollars.

7.) Don't keep your head in the sand: Whether it feels like it or not, the economy is expanding and you will not get more business if you keep cutting marketing expenses.  With the right offer and timing, your promotion will pay off big. Make sure you are not overlooking timely opportunities in your industry, like tax credits and other incentives.

8.) Media Mixing: It is important that companies are mixing their media so your target market thinks they see you everywhere, when in fact you are simply surrounding their little world.  Geo-targeting is great and it can be done in both traditional media and online campaigns.  Identify other brands your consumers relate to and then make sure you are where they are.

9.) Social Media: Although many companies are looking for social media strategies that cost nothing, they sometimes miss the point.  Social media allows you to hear and respond to what your clients are saying about you and your competition.  Make sure you are using this market research tool first and then you can also target the social network with paid ads.

10.) Bring your service and marketing departments together: It's easy to get great PR when you satisfy a customer who initially has a problem.  Don't keep those success stories to yourself.  Create some testimonials that will help your company sell even more.  When your company has helped a customer feel satisfied, be sure to ask them for one thing in return, a review online or a thank you to add to your success portfolio.

For more information on specific ideas for your company to consider in 2011, contact or call (310) 791-6300 for a free 30-minute consultation*.

Tailor-Made Advertising
23670 Hawthorne Blvd., Suite 205
Torrance, CA 90505
Constant Contact All-Star Business Partner
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Liz Harsch
Liz Harsch has been a Market Consultant for retail and service companies in Greater LA since 1982.  To learn about her Torrance company visit
(310) 791-6300

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