What’s Your Marketing Flavor Today?

By: Rae Hostetler - Partner, Hostetler Groth Marketing Communications

Category: Marketing and Brand Development

No matter what business you’re in, you’ve probably talked to a prospect and sensed it. They’re doing “flavor of the day” business. We all have our favorite stories (and flavors). Question is, how do we get those flavors to come together for one huge taste sensation? Something that makes people say,
“WOW!” stand up and take notice?

Continued Below...

In marketing/communications, our business, we hear prospects talk about flavor of the day marketing a lot. They buy ads from the last rep who has called or decide to remake a Web site after they found a great book at Barnes and Noble.It’s ok. We’re sure we do the same thing in your area of specialty. In fact, we know we do!

The only question as it relates to this topic is: “How do I avoid it when it comes to marketing ommunications?” Here’s our eight step list.

1) Brainstorm
The people you work with often have some great marketing ideas. But have they been asked? I’m not talking about asking your clients – just your co-workers. They work the job every day, too. They’ve probably thought at some point, “I wonder why we don’t… “

2) Plan on paper
What is it about writing something down that makes it more real?

3) Research ideas
Maybe you think advertising is the best way to get your message out to the community. How much does it cost? Call and ask. Just because you call an ad rep and ask for rates doesn’t mean you’re buying. If you don’t know the price, how can you make a decision?

4) Carefully consider balance
I’ve seen marketing plans go south fast after someone adds so many good ideas, there’s no way they can get everything done. What are the best, most affordable ideas? Pick a few. Then put some items in the “parking lot” for later in the year or years to come.

5) Work your plan
What’s it going to take to get it done? Make a list by month or quarter. This is the really tactical stuff. Then stick with it.

6) Hire out what you don’t do well
Maybe that ad needs some graphic design? Hire it done instead of trying your hand at graphics for the first time. After all, are you going to wear a cheap, made-it-yourself suit to a business meeting or wear something that makes the best impression.

7) Review and reorganize
Keep your plan at arm’s length and review it monthly. How are you doing? If something didn’t get done, that’s ok. Is it still important? Does it need to be moved to another month? Or does it need high priority now?

8) Have fun!
Keep in mind marketing/communications is more art than science! Have some fun with it. The ROI will follow.

To view the past 6 months of archived Perspectives, select an article from the dropdown below and hit 'View':

To search the archive of Perspectives articles, go to the Search page