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Company Gives Up Marketing; Finds it Ineffective
by June Van Klaveren
John was the owner of a small service related company and for many years didn’t have to do any marketing whatsoever. His service spoke for itself and he received enough unsolicited referrals to maintain the income he expected. The company survived but didn’t grow much. Then business began to taper off as more national competitors opened branches in his area. These competitors marketed heavily into his market area and it took a toll on his income. So he decided to start his own marketing campaign.
He sent a postcard out to every home in his market area. Then he waited for the phone to ring. It didn’t. Damn, he thought, I spent all this money and received only two calls and those people were price shopping. What John didn’t understand was that sending out one postcard is NOT marketing! Rarely will one postcard produce results, but a series of postcards mailed on a regular basis will make the phone ring. It is the regular touch with prospects that works. Studies show that a consumer must be “touched” seven times before they remember a company and call them. Those touches can be postcards, networking, phone calls, emails, printed advertisements, TV, radio – any effort to contact the consumer. Most companies stop the touch process after three attempts. But marketing on a regular basis -- on a schedule -- WILL work! So if you’re disillusioned about marketing, remember repetition is one of the keys. Interested in a unique postcard campaign?
June Van Klaveren, owner of Compelling Communications, helps her clients attract and keep customers. To contact her, call 800-779-0067 or email firstname.lastname@example.org.
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