One of the most critical elements of successful business development and marketing campaigns is the concept of using several vehicles to reach your potential customer. I call this Multi-Faceted Marketing. It’s based on two very simple assumptions:
1. Most people are resistant to a sales pitch, their first reaction is ‘No’.
2. Most people do not remember something until they have seen or heard it many (6-12) times. That includes your company or product name.
Your customers are overwhelmed with marketing slogans, pitches, and images. They are brain-dead when it comes to being sold. They are most likely resentful of anything that takes their time away from running their small business or mid-sized company, and would sooner ignore you than listen to you. We humans are built in a way that allows us to forget something seconds after seeing or hearing it. It may take 6 to 12 impressions in order for us to recognize something, and often more to remember it.
Question: Would you recognize the logo of the world’s most popular cola? My guess is you would if I could show it to you (it is a registered trademark). It’s probably the most recognized symbol in the world and has been around for over 100 years. But, it’s no accident that you see it everywhere you look. Their parent company knows that even though they are not a new business, and even with their preeminent position in their market, they need to advertise everywhere to support their place in your memory.
Your strategic planning and marketing plan won’t look like theirs, they spend millions on their business development and marketing, but it can contain the fundamental principles that make them successful. It can contain Multi-Faceted Marketing, which will insure your company or product name reaches your potential customer in multiple ways. By doing so, you will insure that they receive multiple impressions and will soon remember you and your products.
What does this look like? It takes some analysis like that done in an intensive Two-Day Critical Analysis and Strategic Planning Consultation, and some understanding of your company, products, and market to show the business development and marketing activities that best fit your company, but a good diversification might resemble:
1. A good website with fully implemented Search Engine Optimization (SEO).
2. Regular press releases, articles, and other public relations.
3. A proactive email campaign
4. A proactive phone campaign
5. Online targeted advertising
6. Hard copy advertising
7. Show attendance
This is a sample list and not all the activities listed apply to all companies, but you get the idea. A Multi-Faceted, diverse group of activities maximizes the opportunity for you to reach your potential customer multiple times, overcoming the first ‘No’ reaction. It provides the customer multiple impressions allowing them to build a memory of your company and product. And, it allows the time to build a relationship with them, before you ever meet them.
Developing new business isn’t easy, but by following a few basic principles, you can maximize your return on investment on every one of your business development and marketing activities. Beginning with Multi-Faceted Marketing is a good start.
Good luck and good marketing.