|
|
|
|
5 Marketing Mistakes You Can’t Afford To Make
You have permission to publish this article electronically
or in print, free of charge, as long as the bylines are
included. A courtesy copy of your publication would be
appreciated - send to: info@DebbieAllen.com
5 Marketing Mistakes You Can’t Afford To Make
In virtually every area of business, there will be pitfalls along
the way. Marketing is no exception. Time and time again, retail
stores of all sizes make the same costly mistakes. But knowing
how to avoid these mistakes can save you energy, disappointment –
and money.
Mistake 1: Eliminating marketing efforts when times get tight.
When cash flow slows, advertising, direct mail and other forms of
marketing are the easiest expenses to reduce, right? But cut
these, and you eliminate the very activities that will bring in
new customers to turn your business around. This is the time
when you may be spending more time analyzing the results of your
marketing efforts. But by stopping marketing efforts, you will
be setting yourself up for additional loss of business.
Mistake 2: Not measuring results.
Don’t wait until times get tight to start measuring the results
of your marketing efforts. By analyzing regularly, you will be
able to reinvest in what is working, and drop what isn’t. Ask
customers how they found your business, and then track the
results. Use in-store or on-line coupons. Or host a focus group
of a variety of customers to discover what attracts them to your
business.
Mistake 3: Putting all your marketing dollars in one area.
If your entire marketing budget is used on just one method of
promoting your business, you won’t realize the highest return on
your investment. Diversifying your efforts will increase the
frequency and reach of your messages and stretch your marketing
dollars.
Businesses can get hooked into one large advertising program with
a local newspaper, magazine or radio station, and put the
majority of their marketing dollars there. They feel as if they
have to advertise with the same media source, just because they
always have or because fear they will lose ground since their
competitors are
advertising there as well. Some business owners
actually stay with a company for fear of upsetting their sales
associate.
Remember, it’s your money and your investment. Don’t ever let
anyone talk you into an advertising program that is not producing
the best results for your business. And measure the results of
your advertising dollars spent vs. the income received from your
advertising on a consist basis.
When you diversify, don’t’ forget about direct marketing. Many
business owners only do a few direct-mail programs a year,
targeted to their existing customer base. They need to do more.
Your customer base and mailing list is gold, make sure you have
budgeted a large part of your marketing dollars to advertise to
your existing customers. They already love you, so keep them
coming in by sending promotional (promotional – not just sale)
postcards to them at least six times a year.
Mistake 4: Allowing your ego to get in the way of common sense.
Ego can tempt a very bright person to do dumb things. Your
marketing decisions should be based on factors that will
positively impact some area of your business – usually the bottom
line. Buying full-page ads or covers featuring yourself and not
focusing on your business’ unique offerings may result in money
going out the window.
Mistake 5: Not getting help when you need it.
If you find you’re too busy to handle your marketing efforts or
that your materials aren’t looking as professional as they
should, it’s time to call in the reinforcements. Hire a full-or
part-time employee to allow you more free time to work on the
“business end” or hire an independent business consultant to
bring in new concepts and fresh ideas.
About the Author
Business speaker, Debbie Allen has presented to thousands
in nine countries. Featured in “Entrepreneur”, “Sales Marketing
Excellence” and “Selling Power,” Allen is the author of five books
including best seller, “Confessions of Shameless Self Promoters,”
published in five countries. To learn more or to take her free
business card quiz & evaluate your own marketing, visit: www.DebbieAllen.com
|
|
|
|
|
|
Book marketing and book promotion advice from John Kremer, author of 1001 Ways to Market Your Books
|
|
... Books: Book marketing and book promotion tips for book authors, book publishers, ... Read about Jason Oman, a graduate of the Book Marketing Blast-Off Seminar, ... |
|
www.bookmarket.com
|
|
|
Mega Book Marketing
|
|
... 349 - the entire 19-CD Audio Home Study Recordings from Mega Book Marketing 2006! Reserve your seat at MEGA Book Marketing University before 5pm PST February 16, ... |
|
www.megabookmarketing.com
|
|
|
Book Marketing Solutions
|
|
Our Growing Family of Book Imprints. to Suit Nearly ... Click Here to Visit our Online Bookstore. BookMarketingSolutions.com. Book Marketing Solutions, LLC ... |
|
www.bookmarketingsolutions.com
|
|
|
Site has been suspended
|
|
Account for domain www.bookmarketing.com has been suspended ... |
|
www.bookmarketing.com
|
|
|
Book Marketing Works
|
|
Use our book-marketing products and services to reach new markets, sell more ... Click here to go to the Book Marketing Blog ... |
|
www.bookmarketingworks.com/home.asp
|
|
|
Blog Marketing - by Jeremy Wright
|
|
This is the beginning of the third chapter of the book Blog Marketing by Jeremy Wright. ... way, Blog Marketing is a fantastic book, and definitely worthy ... |
|
www.blogmarketingbook.com
|
|
|
Bookmarketing Limited
|
|
Default description ... of information and research on the book industry, undertaking a wide range of ... on British book buying behaviour providing: ... |
|
www.bookmarketing.co.uk
|
|
|
Book Marketing Battle Plan_ (PDF)
|
|
Rather, this Book Marketing. Battle Plan will point the user towards likely ... your Book Marketing Battle Plan, but there. are ways to make this undertaking more ... |
|
www.bookmarketingworks.com/BMBPabstract.pdf
|
|
|
Site has been suspended
|
|
Account for domain blog.bookmarketing.com has been suspended ... |
|
blog.bookmarketing.com
|
|
|
BookPros Home
|
|
... with media relations, setting up interviews and scheduling book tours. ... Publicity vs. Marketing. Media Training for Authors. Press Materials. Book Reviews ... |
|
www.bookpros.com
|
|
|
Library Marketing: Thinking Outside the Book
|
|
Blogging resources, readings, news, and ideas for librarians looking for new marketing solutions for their libraries. From a librarian at Virginia Commonwealth ... |
|
librarymarketing.blogspot.com
|
|
|
Buzz Marketing with Blogs by Susannah Gardner
|
|
... for "Buzz Marketing with Blogs for Dummies," a book for business professionals ... aware that I have written about book about blogs, most are probably even aware ... |
|
www.buzzmarketingwithblogs.com
|
|
|
Book Marketing Services, India
|
|
... marketing consultants group, started in 1987 offering package of marketing and ... |
|
www.bookmarketing.org
|
|
|
Book Marketing Solutions
|
|
Book Marketing Solutions is interested in helping writers and business ... Book Marketing Solutions will soon publish the first titles of the "Of the Heart" ... |
|
www.bookmarketingsolutions.com/manuscript.htm
|
|
|
Book Marketing Tips from TV Producer, Radio Talk Show Host and Book Publicist
|
|
Book Marketing and using TV, Radio interviews to sell more books ... But what is the real purpose of book marketing? ... Book marketing experts know that ... |
|
writeandpublishyourbook.com/Marketing/Marketing |
|
|
Book Marketing | Book Promotion | Book Publicist | Book Publicity and Advertising | Author Publicist
|
|
... author publicist, book publicity, e book marketing, author marketing, marketing ... Plymouth, MI (PRWEB)--Book marketing requires special skills and most authors ... |
|
www.westwindcos.com/book_marketing
|
|
|
GreenBook, worldwide directory of marketing research companies, and services
|
|
May be searched by company name, services provided, market/industry ... Also includes a company services index and a market/industry specialty index. ... |
|
www.greenbook.org
|
|
|
Book Marketing
|
|
Book Marketing. Book Promotion. Five Star Publications. Iambia Media. The Knight Agency, Inc ... Book Clubs. Book Cover Design. Book Marketing / Promotion ... |
|
www.janetteowens.com/book_marketing1.htm
|
|
| Self Publishing Book Help. Book Promotion and Book Marketing Tips, Help and Information. Publishing a Book? Here's ... |
| How to Self Publish, Market and Sell Your Own Book. ... you find success through non-traditional book marketing strategies and plans. ... |
| www.inktreemarketing.com |
|
| iUniverse - Marketing and Publicity Services |
| ... one can purchase your book if they don't know it exists. Core Marketing ... of creating a marketing plan specially customized for your book and teaches you ... |
| www.iuniverse.com/services/marketing-services |
|