The Enemy Of My Marketing Is Myself
June 9, 2010 by admin
Filed under General Articles
I seem to have forgotten who said, “I have seen the enemy and the enemy is me” but it is an interesting quote. The type of quote you do not think much about until you are in faraway places and the day-to-day toil of work has been banished from your already busy mind!
Certainly here in Venice, I am not thinking much about golf but I am always thinking about marketing and business and the one thought that struck me today is, why do we stop doing the things that work?
If you ran a free golf promo last year to build your database, why did you not do it again this year (probably with similar results)!
If you had a flourishing membership drive, membership referral program or membership ambassador program last year, why not repeat it this year?
All too often the few marketing strategies that become homeruns are discarded in favor of trying something new. Worse still, they are discarded in favor of nothing at all. I suspect we are all guilty of this to some degree. I know that I can think of several things we did last year that were staggeringly successful that for no good reason on earth, we simply didn’t repeat this year.
What have been your most successful offers or strategies in the past? How could you enhance, update or refresh those exact same strategies for use in the fall or in 2011?
Here is a very interesting statistic for you to think about. Let’s say that you mailed an offer to 10,000 people and that 70 of them responded. In depth studies show, that if you mail the exact same offer, to the exact same list, your response the second time will be exactly 50%. So if 35 people responding makes economic sense, why not put another 10,000 in the mail right away? As a marketing expert this sure makes a lot of sense to me!
It doesn’t matter what genre of business you are in. You could be selling golf homes or all terrain vehicles. Always be looking for creative ways to market BUT don’t move on to something else when what you are doing is bringing results.