The Top Five Rookie Marketing Mistakes
The Top Five Rookie Marketing Mistakes
Rookie Mistake #1: Assuming that you are your own target market.
When it comes to marketing your most effective consumer audience, many new business owners make the common mistake of believing they are representative of the target market. For example, they think, “I am upscale, and I read Val-Pak, therefore other women like me read it, and in my market that is the best way to promote.” or, “This ad does not appeal to me, therefore it would not appeal to any woman who is in my demographic group.'”
This thinking is wrong and you should avoid advertising based solely on your personal beliefs or preferences. While tailoring your approach to a targeted market is the most effective way of getting your message to the right people, you do not want to narrow your audience too much, or alienate consumers all together. Instead, consider testing different types of ad campaigns, using focus groups and taking note of the marketing aims of other successful companies that share your industry.
Rookie Mistake #2: Giving up on a marketing plan too soon.
Do not assume your direct mail campaign is a failure because your 5,000 piece mailing only yielded 10 inquiries. Creating brand awareness takes time. Re-evaluate your mailing list and the criteria used when selecting the recipients. If you know that the parameters used were on point, trust your instinct. Be patient and keep at it. Through persistence, you will build your membership base.
It is common for new business owners to blame the marketing when they do not sell products or services effectively. A seasoned pro knows to keep close track of closing percentages so that he/she knows where their team is lacking. Manage every aspect of your business and keep up with any feedback you are getting. By tracking what your clients are doing, as well as how you are being received, you can pinpoint which marketing efforts are working the best.
Rookie Mistake #3: “Saving” money by ordering inexpensive print materials.
Ordering printed marketing materials from an online print wholesaler, a local printer, or producing your own on a home inkjet printer will nearly always translate to diminished quality. Many times, a prospective client will make a decision about your services or products based upon a single postcard, business card, or flyer they receive. Perception is reality when it comes to print quality. Keeping your print material and stationary at high quality presents a polished, professional image to the world and is well worth the money invested.
Rookie Mistake #4: Not keeping consistent with your universal image or brand.
Specific companies serve a specific market niche. For example, elements for women is an upscale, boutique fitness spa promoting a balanced approach to a healthy lifestyle: body, beauty, and mind. Every single marketing directive is consistent with this philosophy. The company does not aim their message at men or those interested in YMCA-type fitness facilities, because that is not consistent with the brand. While first-time business owners will want to target EVERYONE in hopes of getting more hits, they will get more results from directing their efforts towards people their brand is targeted at. It’s quality over quantity. Bottom line: stick to your niche and you will be very successful.
Rookie Mistake #5: Not taking advantage of off-premise marketing opportunities.
Some of the best, most cost-effective marketing can be accomplished through community events and sponsorships, and there are numerous ways to get involved while promoting your business. A community event can take many forms, including a marathon, local festival or charity ball. Although the cost varies depending on the type of event you are involved in, it is usually less costly and more personal than advertising and is a great grass-roots approach to marketing.
You can increase your impact at events by setting up kiosks and trade booths. Be sure to leverage the inclusion of your logo on all printed marketing materials, including event programs, t-shirts and merchandise. The cost is small and you'll make a good return on your investment provided your team assertively seeks and captures leads at the event. Make sure you and your team are properly attired in professional or branded gear and are excited about getting out into the community. Energy is contagious!
The Top Five Rookie Marketing Mistakes - To learn more about this author, visit Christopher Palumbo's Website.
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Launching successful marketing campaigns takes creativity, initiative and perseverance. Although most business owners learn the best ways to market through experience and pain-staking trial and error, there are several common mistakes made by new owners that can easily be avoided with a little foresight and preparation. We highlight these “rookie mistakes” below to help new owners generate effective campaigns that bring in higher returns on investment the first time and every time.
Rookie Mistake #1: Assuming that you are your own target market.
When it comes to marketing your most effective consumer audience, many new business owners make the common mistake of believing they are representative of the target market. For example, they think, “I am upscale, and I read Val-Pak, therefore other women like me read it, and in my market that is the best way to promote.” or, “This ad does not appeal to me, therefore it would not appeal to any woman who is in my demographic group.'”
This thinking is wrong and you should avoid advertising based solely on your personal beliefs or preferences. While tailoring your approach to a targeted market is the most effective way of getting your message to the right people, you do not want to narrow your audience too much, or alienate consumers all together. Instead, consider testing different types of ad campaigns, using focus groups and taking note of the marketing aims of other successful companies that share your industry.
Rookie Mistake #2: Giving up on a marketing plan too soon.
Do not assume your direct mail campaign is a failure because your 5,000 piece mailing only yielded 10 inquiries. Creating brand awareness takes time. Re-evaluate your mailing list and the criteria used when selecting the recipients. If you know that the parameters used were on point, trust your instinct. Be patient and keep at it. Through persistence, you will build your membership base.
It is common for new business owners to blame the marketing when they do not sell products or services effectively. A seasoned pro knows to keep close track of closing percentages so that he/she knows where their team is lacking. Manage every aspect of your business and keep up with any feedback you are getting. By tracking what your clients are doing, as well as how you are being received, you can pinpoint which marketing efforts are working the best.
Rookie Mistake #3: “Saving” money by ordering inexpensive print materials.
Ordering printed marketing materials from an online print wholesaler, a local printer, or producing your own on a home inkjet printer will nearly always translate to diminished quality. Many times, a prospective client will make a decision about your services or products based upon a single postcard, business card, or flyer they receive. Perception is reality when it comes to print quality. Keeping your print material and stationary at high quality presents a polished, professional image to the world and is well worth the money invested.
Rookie Mistake #4: Not keeping consistent with your universal image or brand.
Specific companies serve a specific market niche. For example, elements for women is an upscale, boutique fitness spa promoting a balanced approach to a healthy lifestyle: body, beauty, and mind. Every single marketing directive is consistent with this philosophy. The company does not aim their message at men or those interested in YMCA-type fitness facilities, because that is not consistent with the brand. While first-time business owners will want to target EVERYONE in hopes of getting more hits, they will get more results from directing their efforts towards people their brand is targeted at. It’s quality over quantity. Bottom line: stick to your niche and you will be very successful.
Rookie Mistake #5: Not taking advantage of off-premise marketing opportunities.
Some of the best, most cost-effective marketing can be accomplished through community events and sponsorships, and there are numerous ways to get involved while promoting your business. A community event can take many forms, including a marathon, local festival or charity ball. Although the cost varies depending on the type of event you are involved in, it is usually less costly and more personal than advertising and is a great grass-roots approach to marketing.
You can increase your impact at events by setting up kiosks and trade booths. Be sure to leverage the inclusion of your logo on all printed marketing materials, including event programs, t-shirts and merchandise. The cost is small and you'll make a good return on your investment provided your team assertively seeks and captures leads at the event. Make sure you and your team are properly attired in professional or branded gear and are excited about getting out into the community. Energy is contagious!
The Top Five Rookie Marketing Mistakes - To learn more about this author, visit Christopher Palumbo's Website.
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 Top Five Rookie Marketing Mistakes and How to Avoid Them
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| Launching successful marketing campaigns takes creativity, initiative and perseverance. Although most business owners learn the best ways to market through experience and pain-staking trial and error, there are seve... |
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The Top Five Rookie Marketing Mistakes and How to Avoid Them
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| Christopher Palumbo began his career as a partner in a real estate development company, where he developed branding concepts for resort communities in South Florida and the Carolina's. From there his business accomp... |
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The Top Five Rookie Marketing Mistakes
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Joe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: http://www.business901.com Web/Blog: http://www.FundingYourNonprofit.com http://www.linkedin.com/in/business901 – Linked In http://www.twitter.com/business901 – Twitter - Visit Joe Dager's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) Jay Kubassek is a Canadian born entrepreneur, internet marketing genius, professional speaker, international real estate developer/investor, executive film producer, extreme sport enthusiast and a passionate supporter of several charities worldwide. In 2007, Jay's vision and dedication to help other entrepreneurs and business owners duplicate his marketing success led to the creation of his fourth company CarbonCopyPRO, an internet marketing firm already worth over 15 million dollars that has over 20 employees and contract workers with clients is 12 different countries. Jay resides in NYC with his girlfriend Jamie, three year old son Milo and dog Cooper. As executive producer he recently premiered his first film in the 2008 Cannes Film Festival. As an adventurist he is racing the 2008 Baja 1000 off-road race and is a member of the 2008 U.S. National Elephant Polo Team, The New York Blue who will be representing the US in the 2008 World Championships in Nepal. Visit Jay's Blog: www.JayKubassek.com - Visit Jay Kubassek's Website |
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Michel NerayMichel Neray has over 25 years of experience as an award-winning copywriter, an Internet pioneer, a tradeshow pitchman and a senior sales and marketing executive. An online pioneer, he was one of the first marketing professionals to embrace the Internet by building websites as early as 1993. In 1994, Michel co-authored a book entitled "The Great Crossover: Personal Confidence in the Age of the Microchip", which made it to Jack Canfield's Achiever's Recommended Reading List. Michel founded Portfolios.com in 1995, the world's first online source directory for creative professionals and one of the first websites based on community generated content. Since creating The Essential Message in 2003, Michel has helped thousands of independent professionals and entrepreneurs as well as growing corporations find a better way to differentiate, position and brand themselves. In 2005, his chapter "Everything Starts With A Conversation" was selected as the lead for the book, "Sales Gurus Speak Out" and re-published in 2008 for 'Awakening The Workplace Volume 3'. He is also a co-author of "In the Company of Leaders" (2008) with 40 top North American leadership experts. - Visit Michel Neray's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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 Christopher Palumbo (Visit Christopher's Website) Brand Director, Christopher Palumbo Christopher Palumbo holds degrees in Industrial Design, Economics, as well as an MBA in Industrial Administration from Carnegie Mellon University. Following business school, Mr. Palumbo began his career as a partner in a real estate development company, where he developed branding concepts for resort communities in South Florida and the Carolina's. From there his business accomplishments grew as he orchestrated the complete turnaround of a failing national real estate developer. Soon after, Christopher changed gears and used his talents to create an award-winning World Gym concept store, which now serves as the working model for the Company's retail based fitness centers worldwide. He owned and operated two successful health clubs in the Carolinas, which were purchased by Gold's Gym in 2003. Chris utilized his position within the organization to orchestrate a turnaround and capitalization plan for the World Gym™ brand. To date, he has worked with many of the largest and most reputable companies in the fitness and leisure industries, and is frequently featured in industry and national press. www.c hrispalumbo.com/
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