Know your industry, product and service better than anyone! Know your competition better than they know you! Know your target market better than they know themselves!
Preparation and Education go hand in hand. To be educated you must possess all the information available and preparation is learning how to apply the information. Preparation and education are an ongoing process however, at some point, it's time to compete. Once the initial preparation portion is behind you and the competition within the marketplace has begun, the education continues and so does preparation but you should now be preparing for the future challenges you face as a business owner.
Execution is Education and Preparation applied. It's taking all of the knowledge from your education and the time invested in preparation to Execute your action plan.
Strategies can change and fluctuate throughout a campaign. However, with a solid, realistic and affordable marketing plan there are few reasons a plan should change. Plans usually change because they were never good plans in the first place or the plan did not remain intact. What I mean by intact is giving the campaign time to develop. If you pull a portion of a campaign too soon, the feedback and results won’t be sufficient enough for an accurate analysis of its effectiveness. One of the biggest and most common mistakes I've seen in marketing is to stray from a plan and not stay on course. Selecting a medium whether (print/digital/radio) and being consistent with placement is everything. An effective campaign will have your audience trained and expecting to see your ad in the same place every time. Most metropolitan areas have an arts & entertainment paper/magazine in circulation. An "example" of effective marketing would be to place your company ad in your areas arts entertainment paper and select the same placement/location/size of the ad for every circulation of the medium. An "example" of placement would be the back page (outside cover) of the selected medium. Advertising sales reps sell size and placement and the cost varies depending on demand. The sales reps know through sourcing and historical data which pages and size of ads are most impactful but be careful because they’ll attempt to sell you the least popular placements. The most effective placements are usually taken because they’re working for the businesses which are using them. New business owners and location managers are bombarded daily with sales people trying to sell them one product or another. Some of the reps actually have products which are helpful and applicable to your business. Knowing which products work and which products don’t will save a company a lot of time and money. I see new business owners try anything to generate business and I also see them do nothing at all. Neither of these approaches work at all. If you’re a new business in need of a solid marketing strategy or an established business needing to increase traffic and revenues, please contact Adrian Jackson today. 512.689.0040 tel.