This is the second in a series titled, "How to Ruin Your Business and Destroy Your Dreams!" I originally presented this to the Chandler Chamber of Commerce. The PowerPoint is available at www.MyBusiness-Advisors.com.
Today's mistake: Change Your Marketing Plan Every Month or So
An exercise I often take a new client through is to go through all their marketing/advertising efforts for the past year. It's a fun exercise to go through, because we always end up with a mountain of failed campaigns. This mountain is built as the client grabs a flyer, magazine ad, or direct mail piece, throws it into the pile, saying, "Did this for a month, didn't work!" There starts to become a clear pattern: tried it for a month and it didn't work.
The trick is to do research, analyze your market, THEN launch a marketing campaign. Commit to that campaign for AT LEAST six months. Analyze the results quarterly and make very small, deliberate adjustments as you go. This will ensure that you create a well-oiled, targeted campaign that brings in business. That way, when your business coach visits, you can say, "Over the pas twelve months, I've done these three campaigns and gotten a 300% return on my investment!"
Recent Comments