Industrial Marketing Muse

Stay Committed To Marketing

Written by Kerry O'Malley Wednesday, 26 August 2009 15:22

When profits are down or other factors threaten your company's stability, it's easy to target marketing as dispensable.  Smart companies understand that  consistent communications, over the long haul, ensures the health and growth of a business.  Here are a few ideas to encourage you in your commitment to your marketing program, regardless of the winds of change.

• Remember that marketing is about "cultivation": Your prospects will buy when they need a product or service, not when you want to sell. Remember that you will win new business by consistently keeping your name in front of prospective customers.
• Follow up with solid information: The worst thing you can do is to ask for a response in your communications, and then not have additional information to provide when your prospect takes action
• Communicate on a regular basis: It's impossible to keep in touch personally with all of your customers and prospects, by phone. You can, however, "touch" these people in many other ways on a regular basis.
• Be patient and don't stop your marketing efforts: The biggest mistake you can make in your marketing (other than not doing it at all) is to stop the cultivation process. Business may be OK today - but what about next year?
• Make your marketing communications program dynamic: In other words, don't just keep doing what you've always done. Evaluate your communications often and keep them fresh and relevant to your prospects' needs.

E-Newsletters: Give People What They Want to Know

Written by Kerry O'Malley Thursday, 13 August 2009 17:09

What do people want to know?  That's one of the most frequently asked questions I hear when developing e-newsletters.  Maybe more to the heart of the matter is, "what will make people read my newsletter?"

It's a good way of approaching both what to include and what not to include in your e-newsletter.  I can say that because I receive plenty of poorly developed newsletters that contain useless information or that don't pertain to me or my business.

What should you include in your newsletters that will keep your customers and prospects reading?

Read more: E-Newsletters: Give People What They Want to Know

Plan Ahead for 2010 Advertising!

Written by Kerry O'Malley Thursday, 06 August 2009 18:19

You're saying, 2010?  You've got to be kidding!  We're focusing everything on making our sales numbers for 2009!

Believe it or not, trade publications will start circulating media kits and editorial calendars for next year as early as September. You may not be ready to make commitments that early, but it's wise to start thinking ahead and planning for best - or worst case scenarios.

Planning ahead does several things.  First, it allows you to put real thought into a strategy instead of responding with a knee jerk reaction.  Second, advertising sales are down - at least right now.  Negotiating deals before the end of the year will enable you or your agency to get the best deals possible:  reduced rates and probably some value-added freebies thrown in.  And finally, the best reason of all: you won't have to think about it over the holidays!

Write Ads That Sell

Written by Kerry O'Malley Thursday, 30 July 2009 18:59

If you want to create ad copy that sells, start thinking about emotions.  I know, I know - I've said before than an engineer can smell marketing "hype" a mile away - but if it's done correctly, you can even have an engineer feeling a sense of urgency (and action) about your products or services.

Experiment with your ads.  Instead of always designing a straight forward, literal presentation of your products or services, consider an ad concept that taps into one of the following emotions:

Read more: Write Ads That Sell