Communication Data Services


How do you choose?

Every media has its own advantages and challenges, though the single most important element of any marketing strategy is consistancy.

Dedication. Over the years I've seen hundreds of businesses take the leap into a new media marketing program only to fail. Why? Because they didn't stick with it.

Planning. Whatever media you choose to use for the development and growth of your business, develop a long term plan (at least 90 days - 360 days preferably - or if you can talk 2 years, even better). Map out all costs associated with the program and make sure you have the money. Do not start thinking that you'll use sales from the first 30 days to fund the next 30. IT WON'T WORK. If you can't afford to market consistently then don't. (Have you thought about what you could be doing in-store for almost nothing that would produce additional sales? I have. Ask me.)

Measurabilty. How are you going to measure the results. Asking a customer how they "found you" is not reliable measurement. Comparing daily receipts to a year ago is not accurate measurement. Did it rain a year ago? Was it 100 degrees? Somehow you must establish a real "base line" from which you'll measure results of the marketing campaign.

Preparedness. Marketing can sometimes do more harm than good. Is your business ready to delivery a 100% GREAT experience for the customer? If your advertising brings in new customers who have a bad experience you're in trouble. Consumers tell at least 10 people when they have a bad experience, compared to just 1 or 2 when they really enjoy buying from you. Ask yourself the hard question - "Are you and every member of your staff ready to deliver?"

Colaboration. Over the years I've asked hundreds of business owners about their marketing strategies and ideas and very often I find a business owner who does not have the time to really think their marketing plan through. They're "flying by the seat of their pants" buying "this and that" as different sales reps come through the door with the "next great idea". I talk with people for FREE. I provide ideas for FREE. If you think having an unbiased sounding board might be advantageous for your business - please call me! (916 - 599 - 5474)




"The ideas I stand for are not mine. I borrowed them from Socrates. I swiped them from Chesterfield. I stole them from Jesus. If you don't like their rules, whose would you use?"

- Dale Carnegie