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Press
THE BEST WAY TO PROMOTE
Our sales people tell us, send e-mails, don’t send letters - they are too
expensive and the secretaries just put them in file 13; phone calls - you can
never get to the right person; you can’t get to see anyone cold-call anymore
because of security, etc., etc.
So what are you supposed to do?
In many instances, companies are in so much confusion that they no longer
plan their promotion campaigns. It's often the last item mentioned on the
planning table. Companies rely, then, on word of mouth and servicing their
existing customers. Then customers leave and they have real problems as
no new customers are being generated.
In a recent article in The Star (the section on Media & Marketing, concerning
leaflets) the Prime media MD says, “The reality is – it works; the advertisers
keep coming back because they can see the uptake in business in a particular
area when it gets targeted for a drop.”
Well, you might say, but we don’t want to get to people in their homes, its
not our market. How many executives collect the mail? How many of them actually
read the promotional items which arrive in their homes because they have the
time?
All you need in a good promotional leaflet is three seconds to catch
the attention of the person who receives the leaflet. Leaflets distributed in
the area around your business is a good target market. One drop is not enough;
you need at least three for someone to remember your name.
An effective marketing campaign will have many 'touch points.'
Sit down with your sales team and brainstorm exactly how you are going to get to
your market and the ‘touch points’ you should be reaching.
Jean Gonsalves
E.D. Actionwise International
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