By Donna Cope
Vice President
Good marketing should be looked at as an investment. Without it, how do you actively tap new markets, catch the eye of the prospective client and convert “John Doe’s” customer to yours? The question shouldn’t be, “How much will it cost me to do this marketing stuff?” because the answer is plain and simple, “The cost to NOT market your business is MUCH greater!” Instead you should ask yourself, “How much is it going to cost me in LOST business if I don’t market myself effectively?”
By not marketing yourself correctly, you make it just that much easier for John Doe to take business away from you. You may even think it’s easier and more cost effective to do it yourself. You can go out and purchase some graphic design software or website software, but consider this: if you purchased Quicken, would that make you an accountant? Would you be able to handle all of your taxes, accounts payable and receivable effectively, just because you owned the Quicken software? Let’s assume you own a football and are able to throw it, that doesn’t mean Peyton Manning is going to be out of a job. The same notion applies to marketing. Graphic and web design require a certain amount of skill and experience in order to be done effectively. Using a trained professional will keep your company heading in the right direction. Whether your budget is $100 or $100,000, when your marketing is customized specifically for you and your market, you will make much more money than what you spent!
By Donna Cope
Vice President
How can I get that procrastinator motivated in order to get the deal signed, sealed and delivered? If you have prospective clients that are skeptics or procrastinators, a good way to motivate them is by presenting a limited time offer. Often, you will benefit from more responses if there is only a short time to take advantage of a special opportunity. Basically, a limited time offer can lure a prospective client into action for fear of losing this exclusive opportunity. A time constraint could be just the extra little “push” some procrastinators need to get over the decision-making hump.
Some things to remember when creating your limited offer:
If you would like more marketing ideas related to your area of business, contact me at 540.295.5139, or e-mail me at donna@cwimedia.com.
By Donna Cope
When I was pregnant, I gained 50 lbs…that’s right FIFTY. After my son was born, BAM…..15 lbs. gone, just like that. But what about the other 35? I had to WORK at it. I worked out, ate right and several months later the weight was gone, plus another 10. Now, after losing 45 lbs. all I wanted to do was PIG out and be lazy. But I didn’t. I don’t work out and diet like I did while trying to lose weight, but I am consistent about being healthy. I don’t sit around and wait for the weight to come back thinking that I will only start working at being fit again once I’m overweight. What does all this have to do with marketing you ask? Well, I’ll tell you (no, I’m not going to talk about the latest weight loss craze’s marketing strategy). A lot of people market incorrectly. They only advertise or do any kind of marketing when sales are high (because that’s when they have the extra money) and decrease marketing when sales are low. This is like waiting to become obese to exercise. Just as you need to exercise regularly to stay in shape, you need to market/advertise regularly to help keep sales consistent. It wouldn’t make any sense to quit being healthy AFTER accomplishing your health goals. You will only end up unhealthy again….and the vicious cycle continues. Just as it doesn’t make sense to only advertise when sales are strong. When sales are weak, the need is even greater to get the word out about your product or service. Having a marketing plan and smart budgeting can help you be prepared for your marketing needs all year long, in any situation. If you need help with any marketing, advertising or creating a marketing plan, we are here to help. Drop me an email at donna@cwimedia.com
By Donna Cope
Vice President
Postcards are great marketing tools. However, you shouldn’t mail you post cards so they arrive on a Monday. We all know that Monday’s are tough, but Monday’s are also the day when the mail volume is the heaviest and people are usually the busiest. You want to give your Postcard every possible opportunity, so don’t mail it when it will have to compete with other pieces of mail and could get lost in the shuffle. You only have 6 seconds (on average) to grab someone’s attention with a postcard so mail it so it arrives on a Tuesday or Wednesday, the slowest mail days according to the post office.
Want to learn more about direct mailings and other forms of marketing? Send an e-mail to Donna Cope at donna@cwimedia.com.
By Donna Cope
Vice President
In order to get ahead in any market, you need to be identifiable. Your customers should be able to recognize that your marketing pieces belong to you BEFORE reading your name. Think about it, how many people know, just by seeing a Gecko, who the company is? When you see a duck, do you think AFLAC? The key to accomplishing this is creating a visual identity that stands out from your competition. A few key components to getting started creating your visual identity include:
In addition to these basic components, you can expand you identity with a wide array of marketing materials including print ads, brochures, flyers, newsletters, mailers, web banners and of course, a website, just to name a few. When creating your various marketing materials it is important to remember the components listed above and use them to keep consistency throughout your marketing projects. Consistency is key to being recognized by both existing and potential customers. If your letterhead and logo use blue and yellow, don’t have a business card that is black and red. Using these tips can help create the visual identity that can help take your business to the next level.