Take a close look at your marketing materials – your product literature, company brochure, advertisements, sales approach letters and your website, and try and read them as a client or prospect would. That’s often quickly and with a reasonable critical or cynical eye.
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If you don't have a clear purpose for the event it's doomed to failure. If you're taking a brief from someone else push them to set very clear objectives that you can both sign up to. Obviously you need to make sure they are realistic – but make them challenging too.
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Have you ever placed an advert or run a marketing campaign and received little or no response in spite of having a good product, well described? You are not alone. 9 times out of 10 the reason is simple – poor targeting or the scattergun approach.
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Perhaps you'll be one of the lucky few who can report exceptional results – but most of us, when we look at our success rates, would like to see improvements in the number of proposals we manage to convert to actual business.
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The one common factor seems to be that although business owners have heard that blogging might be good for their business few really understand what it's all about.
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Many small businesses use networking as their only form of marketing. In the professions, especially those that, until recently, were not allowed to market (eg lawyers) networking has built some very successful, big businesses.
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Now the real tragedy is not so much the conversation and poor service I received and the fact they lost a potential client. No, it's the fact that I chose this particular firm because they regularly advertise, they have a strong presence and my perception was of a reliable but forward looking firm who would be able to offer the kind of service my business needed.
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Have you developed a detailed profile of the target market for your direct mail, or have you fallen into the trap of thinking anyone, or any business, will be attracted by what you have to offer? Read on and learn more about direct mail.
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