“I must admit I am not a big fan of advertising.”
Marketing Magic by Don Debelak, page 15
Let me say this at the outset that advertising does indeed work. The reason I am not overly supportive of this marketing gambit has everything to do with the nature of your company and the size of your marketing budget.
That being said, I may not be talking to you. If this is the case, have a nice day. For 98.4% of you, you might want to listen to my rationale.
The number I have been sharing in my live programs is five. I remind audiences that it takes five or more “touches” with a prospect before he/she feels comfortable with you to become a customer. This number varies, of course, with the product, price, and availability of your product or service.
This helps support why I do not endorse paid advertising for small businesses. It costs too much and does not result in an immediate revenue stream.
It is important for suppliers to realize that I am not talking to them. I am directing this column to the travel agent community. You, me (us) usually do not have deep enough pockets to roll the dice on long-term tactics.
It is my opinion that there is a better way to invest your marketing dollars. I strongly recommend that you fine-tune your approach and turn your shotgun approach into a rifle approach. In other words, turn a “spray and pray” campaign into a “dart game.”
This calls for you to define a set group of qualified targets (prospects) and direct all of your efforts toward them, thereby developing a meaningful relationship as quickly as possible.
Don’t misinterpret my words. This method will also take time and a number of touch points. There are no shortcuts, blasting your message to the masses when you find a few extra bucks is the sure path to frustration.
What other methods of spreading your word do I endorse?
Invitation to events
Direct sales letters
Customer service referral strategies
All forms of Social Media
One last thought: Don’t become overwhelmed with all the choices. Select one or two and utilize them to the max. Then, if you feel like it, try a third. Easy does it.
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