Does "marketing" still work?
Discussion
Ever since I set up my own show back in the 90's, I've relied on marketing to bring in the business, using website, directory advertising, advertising in relevant periodicals, direct mail etc, along with choice referrals from existing clients. I don't do networking because that takes a wholly dedicated level of time and energy that I don't have on top of everything else.
There has over time been a notable tailing off though of enquiries from the usual sources and I cannot pin down the reasons for it. It's not the marketplace I work in, because that remains buoyant, and it's not that the USP is wrong either because that strikes a chord with anyone I talk to about it.
Has anybody else found anything like this happening with their own marketing?
There has over time been a notable tailing off though of enquiries from the usual sources and I cannot pin down the reasons for it. It's not the marketplace I work in, because that remains buoyant, and it's not that the USP is wrong either because that strikes a chord with anyone I talk to about it.
Has anybody else found anything like this happening with their own marketing?
Your comments are not unusual.
The market has changed and thus, so has marketing with many companies simply doing more of what they’ve always done rather than re-look at the whole approach.
Branding has become critical in creating a USP (and by branding, I don’t just mean a logo). Careful targeting is key in sales – as is research. Going into a pitch knowing more about the prospect’s business than they do is very powerful.
It’s very wrong to think of marketing simply as advertising and sales. It’s about bridging the gap between you and your target market and there’s a whole set of things that need to be done to achieve this.
Stephanie has mentioned PR and this is a good way to go but it does need to be integrated into other activities for it work really well.
Things we’ve done include targeting a very specific sector and make it ours. Speak at conferences and seminars. Write and publish research papers on key subjects (that link back to the service you provide). Exhibit at key shows and position ourselves as industry experts (using PR). It’s not going to work for all business but might spark off some ideas.
Good luck.
The market has changed and thus, so has marketing with many companies simply doing more of what they’ve always done rather than re-look at the whole approach.
Branding has become critical in creating a USP (and by branding, I don’t just mean a logo). Careful targeting is key in sales – as is research. Going into a pitch knowing more about the prospect’s business than they do is very powerful.
It’s very wrong to think of marketing simply as advertising and sales. It’s about bridging the gap between you and your target market and there’s a whole set of things that need to be done to achieve this.
Stephanie has mentioned PR and this is a good way to go but it does need to be integrated into other activities for it work really well.
Things we’ve done include targeting a very specific sector and make it ours. Speak at conferences and seminars. Write and publish research papers on key subjects (that link back to the service you provide). Exhibit at key shows and position ourselves as industry experts (using PR). It’s not going to work for all business but might spark off some ideas.
Good luck.
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