‘THE MARKETING MIX’
If you’ve been in Business a while, what results did your last marketing campaign produce for you? … If you’re happy with your results, then I think you should leave my website and go out and play golf!
Still with me? … Good! … You’ve been honest with yourself … the sad fact is that most companies are quite unhappy about the results they get from their (sometimes very expensive) efforts to increase their Business via marketing campaigns.
I wish I had £1 for every time I’ve heard people saying “Yellow Pages doesn’t work” or “I didn’t get any response at all from my e-mail campaign” … When I ask them to show me their material they used in that campaign, it’s pretty obvious why they didn’t succeed!
You can find as many definitions of ‘Marketing’ as there are people who fail to do it well (and that’s a lot!) … Most of my Marketing work and advice encompasses very simple practical advice based around the classic ‘Marketing Mix’ (right Product to the right Place, at the right Price), but it really helps to make this as simple as possible, so I always come back to the ‘Marketing Triangle’ …
This very simple diagram shows the three most important things for you to get right with any marketing campaign … first your target Market(s) have to be the right ones for your product / service to be aimed at … Second, you must choose the correct method of actually reaching those Markets effectively, so the ‘Media’ has to be the right (is it Yellow Pages / Direct Mail / E-mail / Social Networking etc?) … finally, you have to get the right ‘Message’ out there to make your target audience actually respond to your ‘Offer’ … whether that be a catalogue of your products / services, or perhaps an ‘Irresistible offer’ … so tempting to them that they contact YOU, rather than you sit in your office (usually demoralised!) ‘cold calling’ them!
All highly successful Businesses get ‘The Marketing Triangle’ correct (most of the time!) … but sadly many Businesses Don’t! … Or they don’t get all three parts correct, and you must get these all working efficiently with each other to get a good predictable response from your marketing campaigns …
Allied to the Marketing Triangle, you have to ensure that you pack your ‘Irresistible offer’ with as many ‘Marketing Assets’ as possible (Testimonials / Guarantees / Headlines etc) … all of which are proven to increase your response rate from any Marketing Campaign.
Getting these elements right for YOUR next marketing campaign might look easy! – If it was, no Companies would ever fail, and no-one would ever employ an external Consultant to help them! … I can help you to get these three elements ‘spot on’ first time for your Company, reducing your costs, reducing your risk, and saving you vital time in progressing your Business through the next few months & years …