The usual complaint from companies is that Marketing just doesn’t

performance as expected. So much effort, time and money is invested

campaigns, and yet the frustrations persist: Why aren’t sales increasing? because

are we not growing? And the truth, unfortunately, is that no one can

really identify what is working well and what is just not working

anything (and costing the company!).

As with anything else, preparation is key. without laying the foundation for

success, success will not magically appear.

Strategies

Strategy comes first, allowing you to determine your goals and what

actions you will need to take accordingly. Once the strategy is firmly

place, you will have the language at your disposal for all

communication with your target audience.

Here are important areas to define:

1. Identify who you are, your values, what you stand for

2. Have a clear vision of where your company is going, a mission

declaration to live

3. Make sure you understand your product and/or service well

4. Always know your audience inside and out

5. Dissect in great detail what are the benefits of your product / service

Please note that going through this process is crucial whether you have been in

business for a day or a decade! And it is important to review these

regularly, at least once a year. In doing so, continually

have a good understanding of who you are and what your purpose is as a

company.

Your overall strategy builds on the responses and statements above.

Before diving into the game plan, answer the following questions, which

will help define the direction it will take in the coming years:

1. Where do we want to be as a company in a year? what does it look like

and do you feel like

2. How about in five years?

3. Ten years?

Be detailed. Don’t hold back as you define every aspect of your

organization and how it will interact with everyone around it:

management, employees, customers and suppliers. thought precedes

the event, therefore, begin by painting the picture, and its realization

happen naturally.

The game plan

This is the fun part, the actual gears of your money machine. Yo

recommend that you use a calendar approach, either through software, or

through a calendar the size of a wall in which everyone can write and consult

easily.

The calendar becomes your week by week or month by month

roadmap of what you are going to do to reach your audience: the

own game plan that will keep you focused on your goals. knowing

what’s coming up well in advance, you’ll be able to plan accordingly

and run successfully.

The purchase rarely happens immediately and is therefore crucial

stay in touch with potential customers on a consistent basis over the long term.

This will gradually convince them that you are the preferred company,

and allow them to overcome their fears and objections. cut through

the mess of SPAM and regular mail, billboards, radio and television, just to

to name a few, it takes time. You need to stand out and have something.

useful to say.

To establish expertise and gain audiences, try these ideas:

1. A letter announcing an upcoming event. Organize a special event

(presentation, seminar) and make a big deal about it.

2. A follow-up call on the letter. This is different from cold calling, as it

are making specific reference to this special event, of potential interest in that

targeted individual.

3. The actual fact. Whether it is showing some product, covering some

investment aspect, health related matters – this puts you face to face

with your audience, allowing unparalleled interaction.

4. A follow-up document to said event. You can choose to do

information available about the event, for those who could not

street band. More educational material to bring them closer to you.

5. A helpful case study or article to be mailed out. not written about you,

but on a topic related to your business or industry. The case study is

a powerful tool to discuss how you solved a customer’s problems,

and you can include testimonials that are worth gold.

6. An email announcement. Something useful that you recommend that

could be of benefit to your audience. Only to those who have chosen to participate, of

career.

Bottom line: don’t bore or annoy your audience! give them education

and unsold interesting materials (the beauty and power

of successful marketing). You will be educating them towards time.

when they choose to buy from you, and there’s nothing like

working with a client who already knows everything about you and what you

do…