Why you must diversify your marketing
by OneCoach Team | posted on August 27th, 2008 | Marketing, Media
This is the fourth is a series of posts excerpted from a conference call between OneCoach CEO John Assaraf and Tony Rubleski, president of Mind Capture Group. See the first post in the series here.
Diversify or die! That’s the way of the marketing world today. You absolutely can not be reliant on one type of media. The strongest way to combat the thousands upon thousands of daily marketing messages is to be a media mix master. Start your approach with offline marketing and use that to get direct exposure and drive traffic to your Web site; a symbiosis.
And with any endeavor involving more than one step or element, you must have a plan in place – projections, ideal client, target audience, budget…the whole nine yards. If you don’t, you’ll crank through your marketing bucks as if you never had any in the first place. You have to have a marketing plan – that’s what drives business to your door.
And even if you have a killer marketing plan in place, you absolutely can not think that automatically recycling this plan every year will work. As was mentioned, the market is a living organism rarely in homeostasis for any great length of time.
Now remember, because of the countless marketing and advertising we’re confronted with every day, having a star marketing program isn’t even sufficient now – you’ve got to be one big blazing comet to stand out – you can not be boring. You’ve got to inject the “Wow!” factor into your plan.
Your marketing plan needs to be a continual refining process of adding elements that are fun in your business. A great example of this would be the distinct difference between Northwest and Southwest Airlines. The difference is Southwest actually makes the process of flying more palatable by making it somewhat fun and entertaining. Very often, this type of difference is all it takes to create a wedge between you and the competition. This is the sort of approach that builds brand loyalty, getting customers to come back again and again without researching other companies or even thinking twice – make it memorable and fun.
Members of the OneCoach Business Growth Network have access to an archive of dozens of calls and transcripts like this one. Learn more about how to on be on these business-building calls.
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September 2nd, 2008 at 1:57 pm
Totally agree… you need a diversified marketing strategy involving various tactics including online marketing, direct marketing, referral marketing, affiliate JV programs, and more. Its almost like diversifying your stock portfolio - its probably a little safer and offers long term ROI.The key is tracking the successes or failures of your approaches and refining immediately based off results. You must creative and even add a comical touch to your marketing approach.
September 20th, 2008 at 5:03 pm
I absolutely agree, that interview rocks and is a must-hear. Tony is a very wise marketing genious and I love his books.
Thanks John for sharing it with us.