marketing pay ...
that about half of our marketing spend is wasted ... it's just that
we don't know which half!"
comment, variously attributed to J Walter Thompson, isn't
as it seems. I meet far too many business owners who
accept that some marketing spend will always be wasted and that they
really can't tell me which bit it is in their case.
and just say NO
rings ... a pleasant voice offers you a special price for an
advert in a magazine ... "we've been let down by a regular
advertiser and it's the last space that we've got in this
issue. I've been given special permission to offer you
this at just £500 including artwork set-up, but you need to decide
as easily be an advert on a wall chart with your local Chamber
of Commerce, a discounted space in a second Yellow Pages
directory, or a thousand logo'd pens.
that you've all received calls like these.
and then one of my clients calls me to ask what they should do
having just been called like this. My response is always the
same. "Is advertising in that magazine (or wall chart or
whatever) part of the marketing strategy that we have agreed?"
If not then don't do it ... no matter how attractive it might seem
on the surface.
to a structured and agreed strategy for marketing will help make
sure that your marketing spend isn't being wasted at all. Each
marketing activity has a defined role in the strategy - all pulling
together to generate new business for you.
tempted to deviate from your strategy. And if you haven't got a
strategy for marketing ... be ashamed and then work to
that last piece of business come from? Was it that advert or was it
the new website? Maybe an existing customer recommended
which parts of your marketing activities are the most effective at
moving your strategy forward will help you invest further in the
most fruitful and reduce, or even stop, areas that aren't as
productive. But without measuring you'll never
marketing effectiveness doesn't have to be an onerous task. It
could be as simple as asking new customers how they became aware of
you as a supplier. A standard (simple to complete) form by
each telephone is a low-tech way to help you and your
staff remember to ask and to record the results in a comparable
would be the taking of a regular sample of your existing customers
(by telephone, email or a powerful online tool such as www.procustomer.co.uk).
Handled correctly this needn't be intrusive for the customers and
will generally return some really useful
you choose to gather the information, make sure that you gather
'religiously' and that you take the time to use the results to
monitor the return on investment on all of your marketing
... at least you'll know which half of your marketing spend is
and working pragmatically like this will help you to make
your marketing work better for you in a more memorable way.
This means that your target customers will be able to differentiate
your products and services from those of your competitors and
clearly see the value in buying from you.
If you would like some advice on memorable
marketing techniques for your own business, or you know someone
at another business who might need help, then please contact us. The sooner you start, the sooner you will benefit.
Download this handy guide which explains some of
the latest thinking on how to get the best from your marketing
in order to improve business effectiveness.
the Chartered Institute of Marketing as part of their Shape The
Agenda series, this document makes easy reading for business
people of all experience levels.
free service to small businesses in the Buckinghamshire, Berkshire
and Oxfordshire area, the Marketing Effectiveness Assessment
delivers a professional audit of how a business is using the tools
of marketing to communicate to existing and potential customers. It
also includes a series of simple and cost-effective marketing
activities that the business can implement immediately and at low
Download the factsheet now.
Chartered Institute of Marketing
Marketing UK (information portal)