Increase Your Marketing Effectiveness

I once consulted with a group of women who were in the planning stages of a new business. Not only did they want to know what they should do to market their business, they wanted to know what pitfalls to avoid. Here’s some of what I shared with them: Pitfall # 1 Not knowing what you like. I’ve had more than one client say -I’m not sure what I really want or like, but as soon as I see it- I know what I don’t like.

  • Save time and money by doing homework before you consider the design of a logo, ad campaign, or a brochure. Get your scissors out and clip. If you see something in a magazine or newspaper and it speaks to you, clip it. If it’s online, print it. Put these clippings in your new idea file’.
  • Consider the font, color, style, copy, composition, and logo. Find a common thread in the things that please you. Gather examples of what you don’t like too, as they can be just as helpful. Your idea file can be an important tool in communicating with a designer effectively, and more importantly, with your customers.

Pitfall #2 Lack of Consistency. Inconsistency dilutes the effectiveness of your marketing activities. Consistency helps build recognition of your business and makes the most of your budget.

  • Make sure your identity/branding (logo and fonts used for your business) is consistent in each marketing piece or advertisement. You want people to recognize your business right away.
  • This also extends to your message. Identify the benefit’ of your service or product and instill it in your materials. The more consistent you are, the easier it is for people to remember you when they need your product or service.
  • Whatever the size of your budget, consistency is essential. Your may not be able to afford television advertising, so explore what will work within your budget. A small ad in the newspaper that is run consistently can be as effective, or more effective, than a full-page ad that was run once.

Pitfall #3 No Commitment. If you want your marketing to pay off, be committed. That does not mean that you should commit to haphazard efforts.

  • Create a plan for your marketing activities. It will give you a framework for your goals, and how best to reach them. Put your plan in writing (you will be more committed to something that you write down than something you’re still just thinking about’); map it out on a calendar and stick to it.
  • Don’t expect your marketing activities to pay off overnight. Although I’ve seen it happen, it is not the norm. Give your plan time to work. Periodically review what is working, what isn’t, and tweak your plan accordingly.

Consider the dollars you spend on marketing to be an investment in your business. The commitment you have to your marketing efforts will help ensure that investment pays dividends.

< Do you have examples of how you've overcome any marketing mistakes? Share your insights by sending them to Pam Bates, owner of Speakeasy, a creative communications firm established in 1994, at pbates@speakeasyinfo.net or by visiting www.speakeasinfo.net.

Pamela J. Bates/Speakeasy 2010. May be reprinted with permission.