Going Cheap May Mean Going Home
You have to ask yourself why so many businesses today still maintain traditional methods when searching for customers. It seems that in a measure to save the much-needed dollar, owners and managers are willing to sacrifice innovation, creativity and even quality when getting the message out to the public.
I believe that our public today are much more in tune with advertising and marketing than any other generation before them. They are quick to question the meaning of an advertisement, they are fast to switch the channel if it sounds ridiculous and they are intelligent enough to know that if it sounds horrible, then you get what you paid for. You, the business owner, are ultimately going to feel the impact of low quality advertising and marketing. Make sure you present yourself the way you want others to see you. You need to pay close attention to what message is going out. A less than professional appearance can leave people thinking your business may not be capable of handling their needs.
Keep the following things in mind as you look at your marketing plan and determine how you want your advertising to appear to your customer base. Do not compromise the quality of printed material; go to a professional to create your marketing materials, especially your logo. Add your website URL to all of your printed materials and make sure all of your links on your website work. This is the most cost efficient way for people to find you. Use comedy carefully, since many people will not share your sense of humour. Larger companies usually poll an audience to ensure results. If you’re not willing to spend polling money, walk with caution.
Let’s face it; the old cliché “Good marketing and advertising isn’t cheap, cheap marketing and advertising isn’t good” stands true to form. In today’s marketplace, you must become creative if you wish to persuade the customer to look to you for products or services.
Gary Brenton, founder of Phoenix Marketing, is a partner in Delora Media. You can contact Mr Brenton at gary.benton@deloramedia.com or visit Delora Media at www.deloramedia.com
Delora Media is now offering one-on-one marketing and communications tutoring for SMEs and not-for-profit organizations. Email solutions@deloramedia.com for more info.
