Whether you are marketing a product or service, or whether you are marketing for a small company or a Fortune 500 behemoth, something can be said for “keeping it simple”. We are constantly bombarded by messaging every moment of the day, and after a while we and our prospective customers may become numb to the value of the message that we are attempting to convey to them in our marketing techniques. We live in a digital age, an age that for some, has removed that personal touch, that handshake, a call on the phone to check in on them, or a more personalized approach.
Carol Tice makes several valid points in her article: Seven Effective Marketing Methods for Our Ad-Cluttered, Digital Age.
I would agree with Carol, in that a well-crafted press release can certainly bring visibility, and while most press releases bring just more digital content around your message and website rankings, more traditional customers that perhaps read a newspaper, listen to news talk radio, or prefer to watch the news on TV, may also receive your message.
Email marketing can be very effective if you have a very clear, appealing message, however there are huge pitfalls. Blanketing the world with junk mail and spam is what you may accomplish if your email capture, opt-in mechanisms, and database cleaning processes are not sound. Effective open rates are great; tracking your opens to an action is essential. Focus on your customer, not your company. I prefer email databases developed over time from established, targeted customers. I also like Balance Media’s approach to email marketing. While they express basic concepts, they are definitely valid.
Carol Tice mentions several marketing methods to consider. I would argue that a consolidated, strategic marketing approach is key, so that the customer receives multiple impressions over several marketing methods, maintaining consistency across all of the impressions, as well as united into a single message. That message must be straightforward and convey a solid value proposition for the customer. Also keep your marketing visually uncluttered. Appealing messages with good use of white space convey a solid brand with a message. Don’t add to the ad-clutter whatever you do.
When in doubt, involve your customer to ask how they prefer to receive your marketing. Ask for their inputs and suggestions. What you learn from them may surprise you!
–Marc
