Maintain your old Siemens Hipath system

Is It Time To Kill Your Marketing Program?

Ouch . . . sounds pretty drastic I know, but . . .

If you've been in business for any length of time, you've no doubt been faced with the question, "Should I dump this marketing program or should I wait a little longer for it to start producing results?"

Even if you're new in business, you may have tried a new way to market your business and with lukewarm results found yourself wondering how long you should stick with it before giving up and trying something else.

It's the age-old question of "When is the right time to put a marketing program out to pasture?"

This reminds me of my advertising agency days. We'd create a new ad campaign and run it for awhile, and because we (and the client) were exposed to that campaign day-in and day-out, we'd all tire of it quickly.

Knowing when to hold and when to fold

Often, the client would want a new campaign and we'd have to remind them their prospects hadn't seen the campaign nearly as much as we all had, and that it was best to let the campaign keep running.

How do you know what to do?

Just how do you know when it's time to let an ad campaign or marketing program keep on running and when it's time to try something new?

The answer is very simple.

Look at your results

It's time to make a change when the marketing is no longer producing results. And by results I mean, it's no longer moving you toward your objective.

Are you achieving your objective?

Every marketing activity should have a specific objective - that is what you hope to achieve. Your objective may be to generate a certain number of phone calls, or web site hits, or even sales.

Tracking your results will tell you

You'll want to track the results of your marketing activities from day one, so you'll know how well they are producing and you can monitor their trends.

For example, you may get consistent results for weeks, months or even years. In this case, my motto is "If it ain't broke, don't fix it!" Don't be tempted to make a change just because you're tired of it. If it's working, leave it be.

Are your results on the decline?

However, if your tracking shows you are steadily getting fewer and fewer responses (e.g. phone calls, web site visits, sales) it's probably time to freshen up that marketing or start anew.

Or, maybe your results never really materialized

And, if your marketing program has never really generated the response you are looking for, even if it's relatively young, it's also time to take a good hard look at reworking it to make it more effective.

Just be careful not to give up too soon

You do need to give your marketing time to work - most people will not act after seeing your message just once, but rather need to be exposed to it repeatedly before taking action (industry standard is between three and seven times).

Having said that, if you've given your marketing ample time to produce results and nothing's happening, odds are you missed the mark and either the message or the medium is off.

Is your message missing the boat?

If your message is off, it means you are not effectively speaking to your prospects or hitting their "hot buttons." Do you really understand their problem or challenge? And does your marketing speak clearly to that issue and position your product or service as the best solution?

Or are you missing your audience?

If the medium is off, it means you have put your marketing message in a place where your prospects aren't likely to see it. It's important to understand your prospects and where and how you can best reach them so you can put your messages in those places.

After all, if they don't see your message, they can't respond.

What type of response rates can you expect?

For direct marketing efforts a response rate between 1% and 3% is considered good. On the web a 1% conversion rate is the norm, so if you're doing better than that consider yourself lucky.

You can expect a higher response rate from your current subscribers or clients because they already know and trust you. As far as new mailing list subscribers, expect between 5% and 15% of your web site visitors to join your mailing list.

The key is to make sure your marketing is reaching enough people so these response rates yield results you can be happy with.

If you've given it time and it's still not producing . . .

If you've given your marketing program time to work and nothing much is happening, or if your results are on the decline, it's time to kill that program. Or, at least, to give it a makeover.

Starting fresh can breathe new life into your business

Consider starting over with a fresh new approach, a new message, and some new mediums. Make sure your new marketing program is grounded in solid marketing strategy (The 10stepmarketing System is a simple way to be sure of this - and you don't need a marketing degree to figure it out!)

If your marketing program is not delivering the results you want, it may be time for a 10stepmarketing Extreme Marketing Makeover. I'll help you take your results from drab to fab in just six short weeks. But only a few lucky people will get the chance to get my help making over their marketing this year. If you'd like to be one of them, you can learn more here.

(C) Copyright 2005 Debbie LaChusa

20-year marketing veteran Debbie LaChusa created The 10stepmarketing System to help small business owners and solo-preneurs successfully market their business, themselves without spending a fortune on marketing. To learn more about this simple, step-by-step program and to sign up for her FREE audio class and FREE weekly ezine featuring how-to articles, tips and advice, visit http://www.10stepmarketing.com

In The News:

Bullied boy hailed 'young warrior' as he leads out all-star rugby team
Sat, 22 Feb 2020 10:50:00 +0000
A nine-year-old boy who was left suicidal after being bullied because of his dwarfism has had "the best day of his life" as he led out an all-star rugby league team in Australia.

Italy reports second coronavirus death as infections worldwide pass 77,000
Fri, 21 Feb 2020 12:50:00 +0000
Two people have died of the coronavirus in Italy in the space of 24 hours.

Ryanair boss accused of racism for saying terrorists are 'generally Muslim men'
Sat, 22 Feb 2020 08:52:00 +0000
Ryanair boss Michael O'Leary has sparked outrage for suggesting would-be plane bombers are more likely to be Muslim men - and airport security should focus on "where the threat is coming from".

Giorgio Armani accuses fashion industry of 'raping' women
Sat, 22 Feb 2020 09:09:00 +0000
Giorgio Armani has been criticised for remarks in which he accused the fashion industry of "raping" women.

Sanders tells Putin to 'stay out' of election after 'Russian help'
Fri, 21 Feb 2020 21:53:00 +0000
Bernie Sanders has told Russian leader Vladimir Putin to "stay out of American elections".



tikatoshop.it

Erfahrungen mit Pallhuber Wein
Agen Bola SBOBET Terpercaya

Travel in comfort and at your leisure with CT Airlink Limousine & Car Service for top quality private transportation and exceptional customer service. We operate Sedans, SUVs & Vans for CT Car Services to covering all Connecticut airports including Car Service from CT to Newark Airport , Mohegan Casino Uncasville CT, Foxwoods Casino Mashantucket CT, Manhattan Cruise Terminal NYC, Brooklyn Cruise Terminal NYC and Bayonne Cruise Terminal NJ. CT Airlink hire licensed and friendly chauffeurs who have in-depth knowledge of the Areas.

Take the Logo Litmus Test

Here is your C.I.T.T. (pronounced "kit")[Color ? Illustrate? Type ?... Read More

Using Purchased Leads

A little advice about using leads that you purchase from... Read More

Mortgage Marketing to Realtors ? Creating a Memorable Positioning Statement

Mortgage marketing to Realtors involves having a crystal clear position... Read More

Marketing vs Selling - Why Theres A Difference

Marketing is something that we do to let people know... Read More

Marketing Strategy - Getting the Marketing Groove

Wouldn't it be great to have a year where your... Read More

SWOT Analysis -- Strengths, Weaknesses, Opportunities, and Threats

When conducting strategic planning for any company -- online and/or... Read More

Beyond Fear And Greed: Emotions That Sell

Fear and Greed. The stock-in-trade of sales. Appeal to them,... Read More

Resistances To Marketing a Practice-Part 1

If you are a therapist, counselor, or an alternative or... Read More

Unleash the Powerful Promoter Within

Dear Friend,You're ripping me off.How? You may be thinking, "We... Read More

Focus...a Marketing Strategy

The secret to increasing sales doesn't lie in choosing just... Read More

The Magic of Using Booklets for Tradeshow Giveaways

Candy, squeeze balls, pens, and key chains -- these provide... Read More

Teaming Up Marketing and Sales

The Pitchers: SalesLet's say you have a new baseball team... Read More

How to Use Flyers to Increase Your Business

What benefits will you get from flyers?Flyers are much different... Read More

Creating Your Unique Selling Proposition or USP

Creating Your Unique Selling Proposition"Don't tell them what you do.... Read More

A Business In One Sentence

Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank... Read More

The Most Powerful Marketing Weapon Ever Invented

It was probably first discovered out there in the caves... Read More

Postcards: Awareness Tool or Selling Tool?

Are postcards better for building awareness or for selling?In my... Read More

Where to Look for New Donors for Your Fundraising Letter Appeals

Have you ever studied your best donors and wished you... Read More

How to Conduct a Successful Fax Marketing Campaign

1. Focus your fax marketing on one objectiveFax is a... Read More

How to Up-Sell Change

As Freud cautioned, it's insanity to keep doing the same... Read More

The Surprise Inside!

Think about all those Cracker Jacks you ate as a... Read More

Down To The Wire

When you want to win and woo new clients with... Read More

How Can I Get Name Recognition?

Some of the ways in which to get your "name... Read More

Effective Lead Generation

How to Gain your Prospective Clients' Attention and Generate the... Read More

Moving a Business Relationship from Free to Fee: Power of Freebies - Part 2

In the last issue we looked at 5 reasons why... Read More