Sins of Marketing part 2

Last issue I focussed on the first three deadly sins of marketing so this month let’s look at the final four sins to avoid so that your marketing can be direct, professional and successful.
4. “We don’t need Marketing.”
Many firms devote too few resources to marketing and some none at all. Others don’t use their resources profitably. In order to determine your firm’s need for marketing, measure the time staff spend on non-core activities devoted to client development.
5. “We placed an ad in a leading newspaper and didn’t get enough calls to pay for the ad.”
Marketing is an investment. While results from some programs are immediate, clients sometimes can take months, or longer, to win. One famous international advertising agency head once said there was 18 months between the first phone call and the first cheque. Organisations with a long-term commitment to building their business are those that ultimately reap the rewards.
There’s more to marketing than just spending money on advertising. Enlisting the expertise of a professional marketing consultant, whose brief includes the development of a communications strategy, is undoubtedly a more cost-effective way, in both time and money, to get it right.
6. “It costs too much.”
There are inexpensive marketing communications options available. For example, the distribution of a media release promoting a firm’s recent Award win, or providing an authoritative view of topical industry issues can have much greater impact than an advertisement. In fact, industry studies show that editorial, in the right place, is worth at least three times the equivalent cost of an ad in the same publication.
*7.” We don’t understand it, so we’re better off sticking to what we know.” *
In today’s competitive climate, most businesses are in the marketing business, whether they understand it or not. Focus on your core business and enlist the help of a marketing professional that can contribute objectivity and specialist skills as and when you need them.
Make your marketing work by taking a good look at what you do and if any of the seven sins apply to you. See how you can improve your marketing communications to current and potential customers. You’ll soon find the results in your bottom line.
Send article
Related Articles:
Make Them Happy
7 Sins of Marketing
Sins of Marketing part 2
Get Help
Promote Your Company Well
Get Into E-tail
Are You Loyal to Your Customers?
Author:
Moyra Burke-Smith
Melanie Serone WHK Australia |Welcome
Melanie Serone, Principal with WHK is a Chartered Accountant, Registered Tax Agent and accredited Estate Planning Specialist. Working closely with local businesses is Melanie’s primary focus. She forms part of WHK’s large and experienced team located across Northern NSW.
Here are Melanie Serone's Expert articles:
Leo Senese RBS morgans
Leo Senese, RBS Morgans, with 17 years of experience in the financial markets with Westpac, Goldman Sachs JB and RBS Morgans he is a specialist in income investments. His primary focus is to generate tax effective enhanced income solutions.
Here are Leo Senese's Expert articles:
Duncan Purkiss Suncorp
Suncorp, with over 35 years of banking experience and 5 years running his own successful retail business he covers business banking and planning.
Here are Duncan Purkiss's Expert articles:
Clayton Oates QA Business
Clayton Oates, QA Business, our Channel 7 business efficiency guru cuts through the red tape and helps you streamline your business to make things happen.
Here are Clayton Oates's Expert articles:
Claire McGarry NORBEC
Claire McGarry NORBEC, ran her own international booking company for 5 years, alongside a business consultancy firm tailored to the Creative Industries. She has worked as an industry development contractor in Northern Rivers and has a degree in Journalism.
Here are Claire McGarry's Expert articles:
Michelle Dowding NORTEC Employment & Training
Michelle Dowding is the Marketing Coordinator for NORTEC Employment & Training. She has worked in publishing, copywriting and media advertising and has nearly six years experience marketing for the community services sector in the Northern Rivers region.
Here are Michelle Dowding's Expert articles:
Moyra Burke-Smith AM Marketing
Moyra Burke-Smith, AM Marketing – with over 20 years of marketing experience for both small and large companies in Europe and Australia she is our expert at making your marketing work for your business. In her spare time she makes a mean mojito.
Here are Moyra Burke-Smith's Expert articles:
Simon Thomas Sunsparks Electrics
Simon Thomas has been a licensed electrician for over 20 years. His interest in solar technologies was sparked after moving to a beautiful bushland property far from the electricity grid. He began working with solar power in 1995 and established Sunsparks Electrics in 2000. Sunsparks specialises in design, supply and installation of grid connect and stand alone solar power systems. Simon lives with his family on a peaceful rural community in the lush Border Ranges, northern NSW.
Here are Simon Thomas's Expert articles:
Emma Hunter Rous Water
Emma Hunter is the Demand Management Coordinator for Rous Water, the regional water supply authority. She is an Environmental Scientist with 15 years experience in integrated water management, catchment management and stormwater quality planning.
Here are Emma Hunter's Expert articles:
NRBM
T: 02 6685 4516
F: 02 6685 4518
W: Northern Rivers Business magazine
E: email Northern Rivers Business Magazine
P: PO Box 130 Suffolk Park NSW 2481
Northern Rivers Web Design
The Small Print:
Notice: While every effort has been made to ensure
the accuracy of the information in this publication
the publisher accepts no responsibility or liability
for any errors, omissions or resultant consequences,
including any loss or damage arising from the
reliance on information in this publication. The views
expressed in Northern Rivers Business Magazine are
not necessarily endorsed by the editor or publisher.
No part of this publication may be reproduced,
stored in a retrieval system or transmitted in any
form, or by any means electronic, mechanical,
photocopying, recording, internet or otherwise,
without the prior written permission of the publisher.

