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.

Accounting

Peter Fowler

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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Here are Peter Fowler's Expert articles:

• Some Business Owners Get it. How Can You?Mar 22, 2013

Banking and Finance

Leo Senese

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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Here are Leo Senese's Expert articles:

• Get Global Commodity Exposure in the Australian Share MarketAug 30, 2011
• The Changing Face of Fixed InterestNov 30, 2011
• Are you prepared for Retirement?Mar 13, 2012
• Don't Pay More Tax Than You Have ToJun 14, 2012
• Working Your Cash HarderSep 03, 2012
• Getting the Best Yield for Your InvestmentNov 30, 2012
• Cash Rate Falls: Yield Remains King!Mar 22, 2013

Business Efficiency

Clayton Oates

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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Here are Clayton Oates's Expert articles:

• 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
• Using the Internet to Buy LocallyAug 30, 2011
• 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

Employment & Training

Meg Nichols

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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• Employing People with Disability Makes Good Business SenseDec 04, 2012
• Employing Youth Expands Your Business OpportunitiesMar 22, 2013

Marketing

Moyra Burke-Smith

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.

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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

Renewable Energy

Roly Barrett

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

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• Small Business Tax Break for Solar PowerSep 03, 2012
• How to Avoid an Electric ShockNov 30, 2012
• The Future Looks Bright.. with LEDsMar 22, 2013

Telecommunications

Scott Hales

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.

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Here are Scott Hales's Expert articles:

• Communicate The Way YOU Want ToMar 22, 2013

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