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BRAND Direct Mail Blog
List Selection - Two Questions to Start
3 Ways to Stay on Target
Tuesday, October 25, 2011
Stick with your marketing plan…
While advertising tactics include radio, newspapers, email blasts, trade shows, in-store signs, coupon magazines, telephone books, community outreach and a host of others. It is helpful that most advertising is sold by effective representatives of local media companies. Reps are valuable allies in helping organize artwork, creating a message and producing it in time for a deadline.
However, there can be pitfalls.
1. Advertising that is created to make a deadline is often "offer" oriented and not part of a strategic plan to deliver a unique message over an extended period of time. Your message should help solve a client's problem. The offer is simply the reason to call now.
2. It’s natural that advertisers sell plans that conform to the households covered by their circulation list. However this coverage may not accurately match the unique trade area of your business and may miss key customers or extend beyond your trade area.
3. These advertising tactics are not uniquely targeted to reach the exact customer of the client. They may be roughly targeted to one demographic or another but often falls on a vast universe of unqualified buyers. More
Posted by Paul Gibbins
What's the ONE Big Idea?
Planning Like Wal-Mart
Wednesday, September 01, 2010
Mass retailers are driven by marketing! Wal-Mart is as big as they get and it’s no secret – they have a plan! Wal-Mart’s marketing plan drives purchasing, distribution, store operations, retail prices and their entire customer relationship. More
Posted by Paul Gibbins
You Have Two Marketing Jobs...
Monday, August 02, 2010
You Have Two Marketing Jobs!
One now and one later – about four months later.
Marketing chores are always pulling at your sleeve. Get the offer right, get artwork approved, review and revise, place the ad by deadline, get the stores ready, sales staff informed and on and on. There’s a long list; all important, all urgent and taking up all of your time.
Your second marketing job is equally as important just not as urgent and a lot easier to do. These are the ads you will run four months from now. After the current ad is complete schedule a meeting now for upcoming ads four to six months ahead.
This simple task will make your advertising effectiveness much, much better.
So who on earth plans ads four months out? More
Posted by Joe W
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