Fixing
Leaks in Your Marketing Plan
By
David P. Kowal
Many
companies take the "leaky roof" approach to marketing. When
the rain is falling, it's too wet to go up on the roof and
repair the leak. But when the sun is shining, the need for
repairs is no longer apparent.
After
the downpour of the late 1980s, the sun is shining again on
the Massachusetts economy. But before you try to fix the
leaks in your marketing program, consider a few tips. This
free advice will, I hope, help you avoid making costly
mistakes (or cheap mistakes, for that
matter).
Avoid
Ad Nauseam. There is a tendency to cram as much
information as possible into an ad. You've paid for the
space and, naturally, you want to use every square
millimeter of it. But if you really want your money's worth,
avoid going on and on ad nauseam. Leave the
overwriting to us columnists.
In
some cases, advertising copy can be long -- but only if the
product warrants it and the space for the ad is large
enough. Remember that your ad is competing with dozens of
others for the reader's attention. If it is too crammed with
information, readers will ignore
it.
To
avoid ad nauseam, focus your message. Don't be a
bore. Develop a headline that summarizes your key message.
Few readers will make it past the headline. Body copy should
build on your headline, and should concentrate on the
benefits of your product or
service.
Give
your advertising time to work. Many companies are
convinced that advertising doesn't work. They'll advertise
once or twice in a publication and if new clients aren't
lining up at their door, they'll pull their ad. They may try
a few different media before concluding that advertising is
a waste of money -- which it is, if it's pursued
recklessly.
Frequency
is usually vital to the success of an ad. People don't make
friends with strangers. Likewise, they're not likely to
respond to your ad until they become familiar with
it.
If
your advertising budget is limited (if it's not, please call
me), concentrate your advertising in a small number of media
-- maybe even a single publication. Spreading your
advertising into too many places can dilute your message and
make your entire advertising program
ineffective.
Develop
a communications plan. Regardless of size, your
company should develop a marketing communications plan and
update it every year. Your plan should include specific
goals and objectives, and a well thought-out strategy for
meeting your goals and
objectives.
In
developing your plan, consider questions such as: What are
you selling and who are you selling it to? What are your
customers or clients looking for? What are you trying to
accomplish? Who are your competitors and what do you have to
offer that they don't? How can you best achieve your
goals?
Your
plan should consider several different communications
tactics that can work effectively together (ad agencies that
charge lots of money will call this "integrated marketing").
You might, for example, develop bylined articles like this
one to complement your advertising. Among other things,
public relations can give you credibility, help to
differentiate your products or services, and educate your
customers about what you do.
Seek
professional help. I can't design, build, appraise,
insure or sell a house. I rely on professionals to do the
work for me. Likewise, you probably need professional help
to promote your business. Poorly executed advertising or an
inferior brochure will send the wrong message and may even
create a negative image for your company. That's something
no business can afford.
True
professionals recognize what they can do and what they can
not do. They will rely on other professionals to do what
they can not do themselves. With professional help, you may
be able to fix your leaky roof, even when it's raining.
David P. Kowal is President of Kowal Communications, Inc. of Northboro, Mass. He can be reached at kowal@kowal.com.
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