How To Correct Common Marketing Mistakes Marketing Articles | December 2 Marcus Davenport Kids Jersey , 2001
A ... ... campaign is a ... thing. ... not only connects with just the right ... butit seems everyone is talking about you, your product, or ... come in


A well-tuned marketing campaign is a beautiful thing. Your
advertising not only connects with just the right prospects, but
it seems everyone is talking about you Michael Thomas Kids Jersey , your product, or service.

Sales come in at a nice pace. Profits mount as you quietly
chuckle thinking how little you spent on marketing. Suddenly,
moving your company forward doesn't seem hard at all.

Unfortunately, marketing rarely works that easily Drew Brees Kids Jersey , at least at
first. Rhonda, who is marketing director for a mid-sized
business-to-business company, purchased an expensive series of
television ads to boost product awareness. "I thought getting
our brand in front of so many people would naturally increase
sales, but it didn't happen Chauncey Gardner-Johnson Womens Jersey ," she laments.

Meanwhile, Ted, working hard to get a home-based business
opportunity started, sunk his entire three-month marketing budget
into a sales letter to 1 Erik McCoy Womens Jersey ,000 prospects. Only a few responded
leaving Ted wondering what he did wrong.

Most marketing gets held back by a few very common mistakes.
Let's look at a few along with ways you can easily correct them
to get your advertising back on track.

Mistake #1: Your marketing gets lost in the crowd. Each of us
gets bombarded by thousands of advertising messages every day.
>From magazines, to radio ads, to a TV talking in the background,
to the flier left on your front door Alvin Kamara Womens Jersey , the daily ad barrage
continues.

Prospects quickly learn to ignore marketing. After all, most of
it has very little to do with their concerns. Prospects only pay
attention to marketing that is radically different or marketing
that speaks directly to their most immediate concerns.

Highly innovative marketing rarely works. It may be one of the
most counterintuitive features of promotion. How many of the
outrageous dot-com ads from the 1990s do you still remember?

Instead, separate your ad from the pack by making it talk
directly to something the prospect really cares about. It should
point out a problem your product or service can solve.

Make the language of your ad sound like the way customers would
describe the problem, the solution Marshon Lattimore Womens Jersey , and the way they feel after
the problem is solved. This is language that gets attention.

Mistake #2: Marketing targets an audience that is too broad.
Before you can address the specific concerns of a prospect, you
have to narrow the groups of people your marketing is reaching.

Ted's sales letter didn't work because the list of addresses he
mailed to weren't people who had already shown an interest in
starting a home-based business. Many were already owners of
good-sized businesses. Others were managers in companies with
little time or inclination to work from home.

Ted would do better to use a more tightly targeted list of people
who had recently requested information on a home-based business
or had tried one or more opportunities in recent years.

An ad in your big city newspaper will reach a great many people,
but very few will be in the market to buy your improvement for
offset printers. In this case, your ad would work much better in
a trade magazine for printing companies.

TV and newspapers work very well to sell products used by a
large Tre'Quan Smith Womens Jersey , diverse mass of people. You can target TV and newspapers
further by putting ads on specialized cable TV programs or in
special neighborhood editions of newspapers. Likewise, you can
get better targeting and lower rates by placing ads in regional
editions of national magazines.

Mistake #3: Your ad budget gets blown in a one-shot marketing
gamble. This is one of the most common and often heart-breaking
problems. A new store will spend everything they have on one
radio remote, full page newspaper ad, or direct mailer. If the
first try doesn't work (and it often doesn't) Marcus Davenport Womens Jersey , there is no money
left for a second or third try.

Which leads us to the next mistake.

Mistake #4: Marketing isn't consistent. The old saying among
veteran marketers is the first ad never works. You get
consistent, long-term results by continuing your ad over weeks
and months.

It may be true that familiarity breeds contempt, but not in
marketing. Familiarity develops awareness and confidence in
prospects so they buy.

There are endless examples of a small inexpensive ad that
appeared in the local Sunday paper every issue for years. Sales
started slowly, then built to a constant roar.

I'll never forget the owners of an auto parts supplier who
strongly believed if the ad didn't pull astounding results
the first time Michael Thomas Womens Jersey , there was no use in continuing. They bounced
from ads in one publication to ads in another with little to
show for their effort.

Mistake #5: Marketing fails to tie different media together.
Too many times the direct mail campaign a company does has little
to do with the magazine ads they are running. Instead, make your
ads in different media all relate to each other.

Take the audio from your TV commercial and adapt it for a radio
spot. Use a still from the TV commercial in your magazine and
newspaper ads. Take the still photo and some of the verbiage
from your spot and use it in a direct mail campaign.

The continuity will increase your chances of breaking through the
marketing clutter to really reach prospects.