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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume
3, Issue # 4 - January 24, 2002
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In
this issue:
After your marketing
audit...what’s next?
The six weapons of your organized and systematic 2002 marketing attack!
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After
your marketing audit...what’s next?
Well did you do
it? Did you risk looking at your marketing with a critical eye to see
what worked and what didn’t? Do you now know - really know - which
marketing tactics and tools work for you? Or are you still guessing
and hoping? Your marketing plan will not rival those for America’s
corporate giants, but if you don’t do your audit, you could be in just
as bad a shape as Enron!
So what do you do
after your audit? What do you do with this information? How do you
use it to help more people and increase your sales?
These are great
questions and that’s the first step! You need to use the data. It’s
not enough just to do the research or audit your marketing. You need
to digest the information and then use it to make yourself more successful
going forward.
If I were a betting
man, I would lay odds that you found some marketing efforts that were
complete flops! They failed! They didn’t increase your sales one single
dime!
Before you throw
these marketing ideas out and rid yourself of terrible miscalculations,
you should first look at why they didn’t work.
First, what about
the critical element of timing? I spoke with someone last week who
had kicked off a marketing campaign the first week of September. We
all know what happened on Sept. 11. They ran magazine ads, did targeted
direct mail and even attended trade shows.
If that approach
doesn’t work for them, I doubt it has anything to do with media choices
or the creative strategy. It could be terrible timing. Now take another
look at something that didn’t work as well as you had wanted and search
for timing issues that may have affected the outcome of your marketing
effort.
Look for political
change, stock market changes, weather changes, news stories, etc. You
need to see if the disappointing outcome was just an anomaly.
Next, take a look
at the offer. Was it of interest to your target market? Was it enough
to get them to take action?
Your marketing had
to work very hard last year to overcome the mental block that many people
developed about change. It was a very tough year for millions and changing
anything was not a high priority for most people.
That means your
offer had to be better than ever. If giving away a $5 item prompted
people to call during the year 2000, last year it may have taken a $15
item to get them to take action. (FYI - My guess is if the economy
doesn’t rebound very quickly this year, that could drop back down.)
So
what was you offer?
Here’s something
else to think about. Did you target the right people? The best offer
going to the wrong group can mean failure.
Maybe I’m jumping
the gun here a little. Maybe you haven’t completed your audit. When
you do, look closely at why some marketing efforts didn’t work. You
can often learn more from things that didn’t work than you can from
things that did!
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The
six weapons of your organized and systematic 2002 marketing attack!
Research shows that
you can take over your market by using these six marketing weapons.
That’s right. By using these six weapons, you have the opportunity
to take control of your market! But first, it’s important to note that
research also reveals a few things about these weapons that make them
so important. I’ll share that with you now.
First, you should
launch an organized and fully-orchestrated marketing attack. Using
one of these six marketing tools for a little while and then switching
to a different one doesn’t work. You need to employ a number of your
marketing weapons in an orchestrated manner so they are reaching out
to your customers and prospects in a multiple-contact approach. If
you use only one marketing tool, you’ll be lucky to get any response,
let alone an increase in sales.
Next, Marketing
101 says it takes eight to10 impressions before a prospect remembers
seeing your message. That’s why you often notice the same marketing
message with a high level of repetition - so the prospect remembers
seeing it once.
Which brings me
to my third point. Notice I said "remembers" seeing your message.
I didn’t say someone reacted to your message. I didn’t say someone
called your company. It takes even more contacts for that to happen.
You need to reach your prospects in a variety of ways and at a variety
of times to achieve that kind of marketing success.
OK,
here are the six weapons that research shows work best when used together!
Direct
mail
Advertising
Customer
education
Media
relations and public relations
Brochures
and marketing materials for your company
Direct
contact with your customers and prospects
Now
that you know the all-powerful six marketing weapons, look back over
your marketing audit and see how often in the last 12 months you "touched"
your customers and prospects with each of these tools over a short period
of time.
How
long is a short period of time?
For
maximum impact and the best chance of getting a prospect to change,
you need to expose your prospect to at least three or four of these
tools more than once each in a 30-day period!
Now please get up
off the floor and face a simple fact about marketing! You need to hit
people often and in short order if you want them to react. If you don’t
have a huge budget, look over the last year of my newsletters for tips
on how to maximize your marketing investment and not break the bank.
OK, now that you
know the six, how are you going to use them in the next 30 days to make
the most of your marketing budget? You may also want to review your
2002 marketing plan to make sure you’re using all six in a well-orchestrated
manner so you can make the most of the year!
As
always, have fun with marketing!
Marty
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Quote
"Ability is of little
account without opportunity." Napoleon Bonaparte
You know you have
the ability to help more people and grow your business. Now take what
you have learned from your audit and use your marketing to create the
opportunity.
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Please
note that all of the marketing ideas that are mentioned in our enewsletter
or on our web site are designed to help you grow your business. As
you know one size does not fit all and some of the ideas may work better
for specific applications
