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.
Make Them Happy
7 Sins of Marketing
Sins of Marketing part 2
Promote Your Company Well
Get Into E-tail
Are You Loyal to Your Customers?
You Are Your Business
Social Media - Making it Work for Your Business
Peter Fowler Collins Hume
Collins Hume has over 12 years experience in finance and is a specialist in driving business forward while working smarter not harder. Awarded CPA Australia’s Top 40 Young Business Leaders 2012 he helps make things happen.
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- Some Business Owners Get it. How Can You?Mar 22, 2013
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.
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- The Changing Face of Fixed InterestNov 30, 2011
- Are you prepared for Retirement?Mar 13, 2012
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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.
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- Business Costs - Are They Adding Value?Aug 12, 2010
- Moments of TruthNov 16, 2010
- Is your Accountant Necessary?May 09, 2011
- Where Has Our “Disposable Time” Gone?Jun 07, 2011
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- Is your head in the Cloud?Nov 30, 2011
- Do Apps – Add Up?Mar 13, 2012
- Future Shock – It’s Here AgainJun 14, 2012
- The Cloud - What’s Old is New AgainSep 03, 2012
- How Disruptive is your Business?Nov 30, 2012
- Clouds Have Different ShapesMar 22, 2013
Meg Nichols EnviTE Inc
General Manager EnviTE Inc, providing advice on the Northern Rivers employment market, recruitment, industry trends and best practice.
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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:
- Make Them HappyAug 12, 2010
- 7 Sins of MarketingNov 17, 2010
- Sins of Marketing part 2May 09, 2011
- Get HelpJun 07, 2011
- Promote Your Company WellAug 30, 2011
- Get Into E-tailNov 30, 2011
- Are You Loyal to Your Customers?Mar 13, 2012
- You Are Your BusinessJun 14, 2012
- Social Media - Making it Work for Your BusinessMar 22, 2013
Roly Barrett Green Up
Roly Barrett is a Sustainability Assessor & Solar Energy Advisor and Sales Manager of Greenup Australia, a Ballina solar and energy efficiency company. Roly spends a lot of time on roofs across the Northern Rivers assessing solar potential and in restaurants
Here are Roly Barrett's Expert articles:
Scott Hales Barefoot Telecom
Barefoot Telecom has been in the telecommunications industry for 14 years, working in many different roles for a number of providers. He is passionate about providing exceptional customer service and building long standing relationships with his clientele.
Here are Scott Hales's Expert articles:
- Communicate The Way YOU Want ToMar 22, 2013
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.