TRUTH: 5 Reasons Why Your Advertising is Failing

So, you have started an advertising campaign and it's not working. Why? What can you do about it now, since you have already started? Can you "jump ship?" Should you? Let's examine the Top 5 Reasons Why Your Advertising Could be Failing!

1.) Targeting the wrong people, or too general of an audience

Before you started your campaign, did you really sit down and decide who to target your message to? Did you dive in deep enough to really narrow it down? Let's look at an example: If you are a new car dealership targeting Business-to-Consumer (B2C) customers, you can narrow your target market by age, income, home ownership, home value, home location, hobbies and special interests, just to name a few! You must weed out those consumers who are not-as-likely-to-buy because you SIMPLY can't afford to talk to "everyone who drives a car!" Use your current customers as a starting point to develop your Ideal Customer Profile!

When I was working at the agency for McDonald's, the leading Quick Service Restaurant in the world, we narrowed our target audience down by menu item! Does your company have more than one target market, based on your products and services? 

2.2.) Your media schedule is so thin or fragmented that it doesn’t penetrate the minds of the target audience. 

3.Perhaps you aren't putting enough "weight" behind your advertising campaign. Simply put...Don't be cheap! Unless you have enough money to invest in a solid marketing program that will penetrate your target audience with enough Reach and Frequency, don't do it! Listen to your media sales reps when they tell you "this schedule isn't really heavy enough to work." They aren't just trying to sell you more (probably). They truly do care about your business!

My #1 pet peeve is working with clients who want to "test the waters" and "try" out a new medium. That is the worst idea you could have, because you won't break through the clutter and make an impression on your target audience. You are better off taking your advertising investment and buying a scratch-off lottery ticket at the gas station! At least then you have some odds of seeing a return on your investment!

3.) Bad Creative – The message and presentation has to memorable.
Sometimes you are targeting the right audience AND have invested the right amount of money in an ad campaign, and it is STILL not working. Maybe you're not telling your customers the right thing! Do you have a strong Call to Action in your message? Are you talking your customers' language, or are you using words that they don't connect with? It's time to examine your ad creative and see what can be changed!

To give you an extreme example of making sure you are "speaking your customers' language," an American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of "I saw the Pope" (el Papa), the shirts read "I saw the potato" (la papa). Ha! Just a good reminder to double and triple check that you are advertising what you WANT to advertise!

4.
4.) Internal weakness within your business – Signage, location, sales-force,product, service, etc.

One reason why companies fail miserably with their advertising campaigns is because they are terrible about following up on leads when they come in, or aren't properly tracking where the leads are coming from! Every organization has a little of this going on, but now is the time to take a look at your internal procedures and make sure you are testing, measuring and tracking your leads properly and following up on each and every customer inquiry! This will ensure that you will only invest in advertising that gives you a good ROI in the future.

If you are tracking your conversion rate from a lead to a paying customer, you might also uncover some other weaknesses in your business. Perhaps your location is hard to find, or not clearly identifiable, or your product or customer service does not meet consumer expectations.

All of these things can make you believe your advertising is failing, when in fact...the advertising is working just fine - you just need to fine tune your processes!

5.

5.) Your expectations aren’t realistic – What will constitute success?Are you expecting a 1000% return on your investment? Do you think that if you drop a direct mail campaign that your phone will be ringing off the hook for months? Well, probably not. If you haven't already done so, take a look at national response rate statistics for the mediums in which you are advertising. There are websites from organizations for every possible advertising medium. A simple Google search can help you find them, and they are chocked full of statistics to ensure you have realistic expectations for your advertising!

Did you know that the average national response rate for direct mail is 1%? So, if you mail 2,500 postcards, 25 people will respond. Now, depending on your conversion rate (national average is around 30%) that will be 7.5 new customers! Great job. Just make sure those 7.5 customers have a high enough average ticket sale and profit margin to give you a good return on your direct mail investment.

So, there you have it. Have you found the missing link to why your advertising is failing? If not, I can help! Call me today at 515-259-0577 or email me atRenee@TRIOagency.com and I can help analyze your current marketing program and recommend ways for you to become more efficient in your approach to earning more customers!

515-259-0577 - office
316-644-7029 - cell
renee@trioagency.comwww.facebook.com/trioagency
www.trioagency.blogspot.com
www.trioagency.com

About TRIO Marketing|Branding|AdvertisingTRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business.

TRIO Marketing|Branding|Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

• Marketing, Branding, Public Relations and Advertising Consulting
• Strategic Annual Marketing Plan Development
• Integrated and Interactive Marketing Services including E-mail and SMS Marketing
• Promotional Products
• Media Negotiation, Placement & Spot Traffic Management
• Print Design & Production
• Web Development & Search Engine Optimization
• Direct Mail Services
• One-on-One Business Development/Sales Team Coaching

At TRIO, we work hard to combine marketing talent and technology with outstanding customer service to build long-term partnerships with you and your business. Our strategies are delivered on time and in a cost-effective manner to achieve maximum response and grow your business.

Content is KING...Last of the 3-Part Blog Series

Congratulations! You have stuck with me for the 3-part series on engaging your audience with great CONTENT! This series has given you tools and ideas for creating compelling content that will provide value to your target audience and keep them engaged with your marketing messages. But, WAIT! I am not finished yet! There are still 3 tips left. So, without further ado...here we go!

Not everything you offer in your marketing communications has to be original content. Sharing third-party expertise that can benefit your audience is a great way to deliver value without having to write it all yourself. Of course, when using third-party content, make sure to properly attribute where the content came from and link back to the original source if you can. But don’t just repost another article. Explain why you like it, and what you hope your readers gain from reading it!

There are three kinds of third-party content:

 

Collectible Content:

Gather a handful of articles from the web that are related to your industry and the interests of your target audience. In your marketing, provide a brief description of each article followed by the link to the piece (if electronic) or a specific QR code to scan with a smart phone. This is a fast and easy way to put your ad/newsletter together with quality content. All you have to do is share your opinion. It’s that simple.
A quick way to find content when you need it is to consider saving articles from your favorite email newsletters and blog posts in a folder in your email inbox. This way you won’t have to look far for content at the last minute. Another great place to find articles to share with your audience is Google News (http://news.google.com). You can enter a search term such as “small business marketing” and the news database will pull up all articles related to small business marketing posted within the last few days. You can automate this process as well by having Google News email you a list of the latest articles on a particular subject each day.
And of course, your favorite social media sites can provide great suggestions for articles. If you see someone tweet or post an article, save that URL in a document and refer back to it later. Before linking to a website, keep in mind that some online publications may have a reprint policy that includes linking. Generally, though, in this age of interconnectedness, it should be more than alright to link to an article you’ve found, just as long as you don’t claim to have written it yourself.

Pre-Written Content:

There are many articles written by experts that are available for you to reprint (for free!) in your marketing and PR. In fact, the web is filled with these types of articles. You just have to know where to look for them. Two recommended sites:

• www.ideamarketers.com
• www.ezinearticles.com

If you use an article from these sites, you will

need to publish it in its entirety and include the author’s name. At the end of these articles the author always includes a paragraph promoting his or her business along with a link. Usually these links are harmless and just lead to the author’s web page for products or services. Be sure to check out these links before publishing the article so that you’ll know what content your audience will see.

Ghostwritten Content:

The third option is to hire someone else to write your articles for you. It’s not as expensive as you may think. Best of all, with ghostwriting you retain all rights to the article and you can put your name at the top as the author. Just give the writer a subject, word count, example of what you believe good writing to be, and a firm deadline. Keep in mind that you’ll want to consider in advance what themes and ideas you want the articles to cover. This way the content will be higher quality and will truly stand the test of time.

DON'T FORGET! Repurpose your content across social media!

You can continue to use your good content across multiple social media channels in an effort to reach more customers, members, and prospects by linking to it on Twitter, LinkedIn, Facebook, or whatever social media site(s) you use. Conversely, you can use social media to promote your business and drive subscribers. A day or two before your marketing message is scheduled to run (via Enewsletter, radio, TV, online or print) tease what the ad is going to be about and direct fans, friends, and followers to watch out for it!
There are many ways a business or nonprofit can generate compelling content that will keep customers and members interacting with their ad campaigns. Once you have a handful of ideas, you’ll find the process is easier than you thought and you may even have more ideas than space to use them, which is a good problem to have.

Need help coming up with content, or want to hire a Ghostwriter? Call me @ 515.259.0577 for a FREE consultation and brainstorming session!


515-259-0577 - office
316-644-7029 - cell
renee@trioagency.comwww.facebook.com/trioagency
www.trioagency.blogspot.com
www.trioagency.com

About TRIO Marketing|Branding|AdvertisingTRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business.

TRIO Marketing|Branding|Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

• Marketing, Branding, Public Relations and Advertising Consulting
• Strategic Annual Marketing Plan Development
• Integrated and Interactive Marketing Services including E-mail and SMS Marketing
• Promotional Products
• Media Negotiation, Placement & Spot Traffic Management
• Print Design & Production
• Web Development & Search Engine Optimization
• Direct Mail Services
• One-on-One Business Development/Sales Team Coaching

At TRIO, we work hard to combine marketing talent and technology with outstanding customer service to build long-term partnerships with you and your business. Our strategies are delivered on time and in a cost-effective manner to achieve maximum response and grow your business.

Content is KING - Part 2 of the 3 Part Blog Series

"Content is KING - Take 2" A 3-Part Series on Engaging your Audience.

So, now you have your marketing plan in place. Now...what should you say to your audience? Last month, I gave two tips (Tip#1: Share your Secrets; Tip #2: Share your Knowledge) to help come up with creative, compelling content for your marketing. Want more ideas? Here are a couple more tips to get your creative juices flowing!

Tip #3: Rely on Your Customers’ Expertise.

A third option for content is to make your customers the experts. Sometimes, because they’re not as invested in and knowledgeable about your products and services as you are, they have a simplified perspective. Often, they value things about your products and services, or they have uses or tips, that you might not even be aware of.

• Let your customers give advice.

• Instead of giving subscribers your tips, ask a few of your best customers what advice they would give to fellow customers. For example, a gardening center might send an email newsletter with customer tips and ideas for creating indoor gardens. The gardening newsletter could include related offers for plants mentioned in the newsletter.

• Be an expert interviewer
Interview your customers about their experience or expertise and share the interview with your audience. For example, a travel agent might interview a customer who recently took a trip to a featured destination. In this case, including a few photos from the customer’s trip would be a great addition (after all, a picture is worth a thousand words.)

Tip #4: Turn Questions into Content.

Customer questions posed to you through email, over the phone, on social media, or through any other channel are a perfect base for creating content. Chances are good that more than one person has the same question, so your answer can benefit many. Take the question and answer and turn it into an article for your newsletter or advertisement.

For business-to-business organizations, monitoring social media sites — particularly Twitter and LinkedIn — for industry-related questions and trends can provide similar content. Take a question posed to a group and answer it. Doing so can demonstrate your expertise in your industry. If you’re going to use your questioner’s name or any other identifying information, it’s recommended that you get his or her permission before publishing the question in a public forum.

Tip #5: Share your Humanity.

Nonprofit organizations can add content that takes the reader beyond just a plea for donations. Organizations should publish “mission statements” that bring the mission of the group to life. For instance, a local Leukemia Society could feature a child and family dealing with the disease. Doing so puts a real face on the issue for readers. Profile staff members as well and share their story of why they’re involved in the organization. People like reading about other people, even if they don’t know them personally. And anytime you do a story about a person, make sure to include his or her picture. That makes the story come to life. While the main body of your marketing piece should be an article that ties to your mission statement, nonprofits can add a soft sell by listing ways subscribers can help without donating money. For example, they could donate used clothing, time, or goods. Make it obvious that there are many ways they can help.

The takeaway here: Remember this - People first! Think about YOUR customers and ask them to review your products or services, and don't just concentrate on your customers...remember your employees and volunteers, too.

Look into the Future: Next month, I will talk about using 3rd Party articles and Collecting Content as well as Hiring a Ghostwriter! Stay Tuned!!

Need help coming up with content? Call Renee @ 515.259.0577 for a FREE consultation and brainstorming session!
515-259-0577 - office
316-644-7029 - cell
renee@trioagency.comwww.facebook.com/trioagency
www.trioagency.blogspot.com
www.trioagency.com

About TRIO Marketing|Branding|AdvertisingTRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business.

TRIO Marketing|Branding|Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

• Marketing, Branding, Public Relations and Advertising Consulting
• Strategic Annual Marketing Plan Development
• Integrated and Interactive Marketing Services including E-mail and SMS Marketing
• Promotional Products
• Media Negotiation, Placement & Spot Traffic Management
• Print Design & Production
• Web Development & Search Engine Optimization
• Direct Mail Services
• One-on-One Business Development/Sales Team Coaching

At TRIO, we work hard to combine marketing talent and technology with outstanding customer service to build long-term partnerships with you and your business. Our strategies are delivered on time and in a cost-effective manner to achieve maximum response and grow your business.

"Content is KING." A 3-Part Series on Engaging your Audience.

When it comes to ramping up a marketing campaign, one of the biggest challenges small businesses and non-profits face is coming up with useful content to send out. Yes, you could send the latest sales pitch or plea for donation, but if customers aren’t ready to part with their money, what value does that newsletter issue bring them?

In this 3-part blog series, I will give you tools and ideas for creating compelling content that will provide value to your target market and keep them engaged in your message each time see and hear it. Roll up your sleeves, cause...HERE WE GO!

Tip #1 Share Your Secrets:

As a business owner or organization leader, you have a wealth of secrets to success that have brought you to where you are. Everyone loves to be in the know, so share some of those insights with your audience. A few examples of “secrets” that could serve as valuable content:

• Restaurants or other foodservice businesses could share a few favorite recipes with their fans. The chef could share recipes of items on the menu or provide exclusive dishes to readers. Even general cooking tips — remedies for an over-salted recipe, perhaps — can keep an audience coming back for more.
• Craft stores could provide do-it-yourself guides to some of the finished products they offer. Crafty customers will love the new challenges and will come into the store to purchase the materials they need.
• Liquor retailers can list drink mixes or offer wine pairings for special meals, particularly around the holidays.
• Consultants can use their newsletters to share advice with fellow business owners on best practices for growing a business.

In these examples, the "meat" of the message will feature content the reader can use in his or her own life or business. But that does not mean your entire message has to be devoid of a sales pitch. You can add a “sell” piece with a coupon or special that can offer a percentage off the products and service mentioned in the advertising.

Tip #2 Share Knowledge:

Those in other consumer-oriented businesses might be thinking, what kind of tips can I offer? There are plenty of opportunities for you to provide knowledge-boosting content to your subscriber base. Good content comes from within

• Accountants can share their knowledge with customers. Finances and taxes are always a big concern for people, so share ways to get financially organized and better prepared to deal with the IRS come tax time.
• A boutique could offer up unique gift ideas for that hard-to-shop-for customer. Think outside the box (pun intended) for gift ideas, particularly around holidays.
• Spas can give readers home relaxation tips or ways they can keep that professional manicure looking good.
• Home furnishing stores can provide customers with great tips on how to better decorate their home or how to find great values to make their house look great.
• Consignment stores can offer tips for getting their used stuff cleaned up and ready to sell.
• A doggy supply store could offer tips on pet health, hygiene for dogs, and dieting ideas for the overweight pup. Also, list special events to get people — and their pets — into the store.

The takeaway here: Think about YOUR business and ask what benefits you provide to your customers and clients. Then use your advertising communications to highlight those benefits to your customers in an informative manner.

Look into the Future: Next month, I will talk about Relying on your Customers’ Expertise and Turning Questions into Content! Stay Tuned!!

Need help coming up with content? Call Renee @ 515.259.0577 for a FREE consultation and brainstorming session!

Collecting Email Addresses: A Step-by-Step Guide

Whether you’re a bookstore, a non-profit arts organization, a wine consultant, or an accountant, you need a steady stream of business, referrals, or response from the people that keep your doors open.

That starts with staying in regular communication with your target market. When you build an ongoing dialogue with them, you increase the trust and comfort level they have with you. They look forward to hearing from you. It becomes second nature for them to think of you. You’ll stay top of mind with them and as a result, they’ll become more loyal to you, spend more with you, donate more frequently, and be more likely to refer you to their friends or colleagues.

Sounds great, right? One of the easiest, most effective ways to build that dialogue is with email marketing — by using email newsletters and promotions that you send regularly.

That’s why you should have a list of your customers’, clients’, or members’ email addresses: it’s a real asset to your business. And it’s so easy to quickly build it and at little cost.

Here’s How: Here are some things you can do to build a permission-based list, wherever you go, however your organization interacts with the public.

At your office or place of business:

• Ask every customer if they want to receive your email newsletter.
• Request customer email addresses on your POS, online ordering, or checkout system.
• Add space to your comment cards or surveys for people to sign up.
• Put tent cards, wall, or counter displays in your place of business. Use a teaser, if applicable, about getting the inside scoop or exclusive offers from you.
• Use a fishbowl on your counter to collect newsletter sign-up forms or business cards. Offer a weekly or monthly prize, like discounts or gifts from your establishment or other local vendors. Announce the winners in your newsletter, and add everyone in the bowl to your mailing list (be sure to include a disclaimer on the sign up sheet that says "winner will be notified by email" to ensure they provide you with the correct address.)

 
If you’re online and use social media:

• Add a “Join My Mailing List” app to your website and your Facebook Page so people can join your list.
• Ask your Facebook fans and Twitter followers to sign up for your list by providing a link to your sign-up form on your website.
• Share your latest issue on your favorite social network and let those not on your mailing list see the great content you’re sending on a regular basis.

When you’re at events, in the field, or networking:

• Bring a sign-up sheet

• to every public event you exhibit at or participate in: fairs, open houses, fundraising events, craft shows — any place where dozens of people will encounter you.
• Leave postage-paid sign-up cards behind when you visit clients or at networking events so people can mail it back to you. Just write your address on the back and stamp it — it won’t cost them a penny to join.

If you already use email marketing or other outgoing communications:

• Make it easy for recipients to tell their friends about your emails with a “forward to a friend” link

• Staple a sign-up card to customers’ receipts, or include it in the envelope if you mail them bills.

So, now you say, “I Have a List…Now What?” Here’s what to do!

• Ask your customers or members

• what they want to hear about from you — consider using an Online Survey to collect this information quickly and easily.
• Consider segmenting, which lets you subdivide your master mailing list into smaller lists that group people together by their interests. It allows you to create truly targeted communications that speak directly to them.
• Host an event like a class, seminar, demonstration, client/member appreciation party, or fundraiser to establish a bigger presence in your community, get publicity, and attract new people. Don’t forget to ask attendees if you can add them to your mailing list.
• Collect people’s birthday or anniversary dates. Every month, send a special discount or offer to those celebrating their big day. (See...even big brands do it!)

Email communications are a very low-cost, high-impact way to engage with and have a conversation with your customers (and prospects). There are several online companies that offer Email Communications and TRIO is now a Constant Contact Partner! If you have ever wanted to try it, or learn more about Constant Contact, sign up here: http://www.constantcontact.com/index.jsp?pn=trioagency Don’t want to do it yourself? I would be honored to help you increase your business with Email Marketing.

Merry Christmas, and we’ll talk next year!

Renee Schneider, PresidentTRIO Marketing|Branding|Advertising, L.L.C



515-259-0577 - office
316-644-7029 - cell
renee@trioagency.comwww.facebook.com/trioagency
www.trioagency.blogspot.com
www.trioagency.com



About TRIO Marketing|Branding|AdvertisingTRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business.

TRIO Marketing|Branding|Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

• Marketing, Branding, Public Relations and Advertising Consulting
• Strategic Annual Marketing Plan Development
• Integrated and Interactive Marketing Services including E-mail and SMS Marketing
• Promotional Products
• Media Negotiation, Placement & Spot Traffic Management
• Print Design & Production
• Web Development & Search Engine Optimization
• Direct Mail Services
• One-on-One Business Development/Sales Team Coaching

At TRIO, we work hard to combine marketing talent and technology with outstanding customer service to build long-term partnerships with you and your business. Our strategies are delivered on time and in a cost-effective manner to achieve maximum response and grow your business.

Marketing Plan Writing 101

In the world of marketing, it is already 2013. If you haven’t started planning your marketing for next year, what are you waiting for?? Not sure where to begin? That's OK. Below is what should be included in your marketing plan! Now...get brainstorming (and if you need a brainstorming partner, give me a call!)

Begin by asking yourself 3 questions: 1.) Do you have a marketing plan from 2012? 2.) Did you follow the plan? 3.) If yes...did it work? Why or why not? Those three questions will help you a lot when planning for 2013.

OK. Let's begin.

Always start with a Situation Summary. A Situation Summary is a one-page summary of your current business landscape and your historical data. This is a place to tell your story (i.e., where you do great, where your opportunities are). What is your financial situation (profit or loss)? Be sure to include industry forecasts and trends so get a “big picture” view.

Next, include a Competitive Analysis. This should also be one or two pages that summarize your current competitors. Be sure to include obvious ones and not-so-obvious ones, like DIY for example. What are your competitors’ marketing tactics; where are they winning market share; what are their weaknesses? You want to keep a close eye on your competitors, but DON’T COPY their marketing strategies.

Who is your Target Market? Every demographic has a different buying behavior, so it is important to know how and when to talk to them! Include a one-page detailed summary, but expand into multiple target market segments if you need to. You may have more than one demographic you are marketing to! To make this easier, pick one of your PERFECT customers and paint a “picture” of that person. Tell their story and BOOM! You have your target market demographic and psychographic (behavior) profile!

Most marketing plans have 1-3 Objectives, which are usually revenue targets. What do you want to accomplish next year in your business? Are they S.M.A.R.T. Objectives (Specific, Measurable, Attainable, Relevant, Time-bound)? Here is an example: Increase revenue by 12% from our existing product lines before December 31, 2013, while maintaining current profit margins of 35%.” Do you have non-revenue objectives to include (i.e. improving your reputation)?

 

How will you accomplish your objective/s? Next, list Strategies to carry out through the year. Each objective should have 2-3 strategies to achieve it, i.e. using the previous sample objective of increasing revenue by 12%

• Increase average unit price
• Increase awareness among potential new customers
• Increase number of transactions per customer

Then, now comes the fun part! What specific mediums are you going to utilize to carry out your strategies? You can have an unlimited number of Tactics per strategy, however your budget needs to be considered! Remember to include timing (or a marketing calendar) in your plan so you can stay on track! Here are a list of my favorite tactics (in no particular order)!

• Newspaper
• Television
• Radio
• Magazines
• Sponsorships
• Public Relations (FREE!)
• Social Media (Kinda FREE!)
• Website
• Point-of-purchase
• Marketing Collateral
• Networking (Low-cost!)
• Memberships
• Cold-calling (FREE!)
• Strategic Alliances (FREE!)
• E-Newsletters (Low-cost!)
• Seminars and Events
• Trade Shows
• Referral Program
• Direct Mail
• Promotional Products

Before you start spending money with every sales person who calls on you, determine a REAL Budget! Every tactic has a price for execution and be considerate of what your company can AFFORD to invest, incase your marketing plan fails to give you an impressive ROI (sorry, Charlie…not all marketing works all the time!) Ask yourself this…Will the amount you set forth achieve your objective? Do you need to re-think your budget or objectives?

 

Last, but definitely MOST IMPORTANT! How will you know if your marketing plan (i.e. your MONEY!) is working if you don’t Test and Measure it! Determine what your expectations are for your plan? If you know where you are starting from (review your situation summary) then you can easily track improvements in sales from your bookkeeping software. Set up an easy to follow lead tracking system, conversion rate tracker, etc and test and measure all year! If you know what is working…do more of it. And, if you know what is NOT working, you can replace it with something that works better!
There you have it. Marketing Plan Writing 101. Congratulations! Your diploma will be arriving soon, and your sales are sure to increase because you have taken the time to THINK, PLAN and EXECUTE a marketing strategy for your business.
Don’t want to write your own plan? Call me at 515-259-0577 or email me at renee@trioagency.com and I will develop your plan for you!

Until next time,

Renee Schneider, OwnerTRIO Marketing | Branding | Advertising
15-259-0577 - office
316-644-7029 - cell
renee@trioagency.com
www.facebook.com/trioagency
www.trioagency.blogspot.com
www.trioagency.com



About TRIO Marketing|Branding|AdvertisingTRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business.

TRIO Marketing|Branding|Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

• Marketing, Branding, Public Relations and Advertising Consulting
• Strategic Annual Marketing Plan Development
• Integrated and Interactive Marketing Services including E-mail and SMS Marketing
• Promotional Products
• Media Negotiation, Placement & Spot Traffic Management
• Print Design & Production
• Web Development & Search Engine Optimization
• Direct Mail Services
• One-on-One Business Development/Sales Team Coaching

At TRIO, we work hard to combine marketing talent and technology with outstanding customer service to build long-term partnerships with you and your business. Our strategies are delivered on time and in a cost-effective manner to achieve maximum response and grow your business.

All Good Things Must Come to an End. (Period.)

OK, I know we just started 4th quarter, but in the marketing world, it is time to start thinking 2013. For many of you 2012 was a good...no, GREAT year. For others, not so much...but yes, my friends ALL GOOD THINGS MUST COME TO AN END.

Who knows what lies in wait for us as 2013 actually rolls in? Well (this is me, getting on my soap box), as an organized, strategic business owner...you know what lies in wait for you because you have PLANNED IT! Now is the time to start thinking about your 2013 marketing objectives and strategies (kudos to you if you have started already!).

And, how can you do that? How can you start planning for next year, when there is still 1/4 left of the current one? SIMPLE! Take an afternoon and complete these few easy steps.

1.) Reflect back on what you did in 2012 that worked in your marketing.
2.) What didn't work?
3.) What was your overall ROI in regards to marketing?
4.) PLAN - in 2013, do more of what worked...and less of what didn't in 2012.

Genius, I know!

As much as I hate "looking in the rear view mirror" when planning for the next year, it is imparative that we know where we have come from. That way, we know where we are going, and at least for the next 12 months, we can (try to) look forward through the windshield. Your business is now at the crossroads from where you were, to what you want to become.

With a proper marketing plan in place which outlines where you want to GO in your business, steps in how to GET there and ways to MEASURE the success of your plan, you will (no doubt) be ready to tackle 2013 like a pro.

Need help reflecting, planning and executing your marketing in 2013? You know who to call!