Why Frequency Marketing Works

July 27, 2010

Marketing Sherpa’s chart this week — entitled The Long Road from Lead Generation to Sales Conversion — further reinforces everything we’ve been saying lately about the importance of frequency marketing. Once a lead is in the pipeline, you need to nurture, nurture, nurture them until they convert to customers. Because your field sales personnel can’t possibly call these folks every week (and that kind of pestering would be downright creepy), let your frequency marketing campaigns do the work for you.…  (Read on)

Once is Not a Marketing Campaign

July 26, 2010

If I had a dollar for the number of times that a business owner told me they tried marketing once and it didn’t work for them, I would be driving a much nicer car. Marketing is not like lima beans, you can’t try them once and make a decision on the spot that it doesn’t work for you. Yet I continue to run into businesses who use that excuse when I suggest that better or more targeting marketing efforts might…  (Read on)

Why Smart Professionals Invest in Marketing

June 25, 2010

Some businesses fall prey to the great idea of if we build it, they will come. No marketing necessary. Typically this is the plight of organizations run by really smart and highly educated professionals like engineers or attorneys. They know they are really good and what they do. And they have a high expectation that prospects will recognize the value they deliver without any push in the right direction. Unfortunately, sometimes your customers aren’t as smart as you are and…  (Read on)

Choice of Venue Makes a Difference

May 21, 2010

I still get the opportunity to help clients with seminars periodically thought not as often as when I was with Microsoft. One of the interesting lessons learned has to do with site selection. All business owners are looking to cut corners and so the idea of free is always appealing with cheap being a second runner up. Free meeting space and cheap room rentals unfortunately doesn’t always create the desired experience for your guests or outcome for your events. Several…  (Read on)

Reinforcing Your Value with Postcards

May 19, 2010

Last month I had professional headshots taken at diSogno Photography for use on my website, in membership directories and for bylined articles. This week I received a postcard from the photographer. He used my images as the art on the face and included a thank you on the back. Thi was a fantastic use of the medium and the properties he had. Placing my photo on the card immediately captured my attention and made me read it but using the image…  (Read on)