Getting your marketing mix right
by OneCoach Team | posted on August 6th, 2008 | Marketing
This is the third in a series of posts excerpted from a conference call between OneCoach CEO John Assaraf and Tony Rubleski, president of Mind Capture Group, and author of the new book Mind Capture.
OK, so there are thousands of media marketing messages raining down on us every day. And believe it or not, some people think there’s one magic silver bullet to solve this marketing pain.
Well it just doesn’t exist. You have to build a good marketing mix to really cut through all the clutter – one that’s logical, proven and tested to cut through and build your business. The only cure-all that exists here is completely believing in yourself and fully applying yourself. Your marketing mix needs to be logical, proven and battle-tested. That way, as Jay Abraham would talk about it, you can keep building the pillars of your Parthenon.
Together these pillars support your business, and here are a few to think about:
- publicity
- lead generation tools
- a referral strategy campaign
- direct marketing tools – Web site, e-mail marketing, your direct mail and offline programs
These are just a few examples of what could be your marketing montage or attack plan.
The point is you can’t survive with just one pillar. It’s similar to trying to stand on one leg when the wind changes. The market is a living, breathing organism and changes too fast to rely on just one form of media. You’ve got to be constantly executing multiple media methods simultaneously at all times. Another example would be playing roulette: You’ve got a much better chance of winning when you spread your chips out among more numbers.
Just make sure you play smart; don’t throw all your chips down at once.
Next up in this series: Become a master of the marketing mix.
Members of the OneCoach Business Growth Network have unlimited access to hundreds of interviews like this one — see OneCoach.com to learn more.
No Ratings Yet
Loading ...
August 6th, 2008 at 10:27 am
Well said
August 10th, 2008 at 7:01 am
Fabulous analogy! So many small business owners focus on building a single pillar when it takes many to create a firm foundation!