Okay, now on with the blog. The picture above is from a seminar I have done on all aspects of marketing. The idea focuses around a dart board, where the most outer rings are traditional mass media, expensive marketing, we go through the rings and other modes of marketing, as they get less expensive, more effective, until we hit the bulls-eye: Word of Mouth Marketing.
Why the picture? "Somewhere between 254 and 5,000 is a number that represents just how many commercial messages an average consumer gets each day" - Advertising Age, April 2, 2007. That was before the explosion of social media.
To really achieve your marketing goals and help get through the clutter make sure they are SMART; Specific, Measurable, Achievable, Results oriented, Time Specific. You should also think about where your customers go to get information.
My favorite ad of all time is in the most outer ring of the dart board; Super Bowl Commercials! That ad is the Apple Macintosh 1984 ad. It was edited a bit and used in the Hillary Clinton campaign in the 2008 election cycle.
Most companies can't afford a super bowl ad, let alone any TV commercials. BUT, can you leverage local TV stations for their "Best of" contests they have? Does it make sense with your goals?
As we move from the outer ring we go through national and local print advertising, radio, direct mail, trade shows.
Closer to the bulls-eye you have websites, micro sites, banner ads, SEO, blogs, and email marketing. Regarding email marketing, one of my favorite books on marketing is Seth Godin's Permission Marketing. It is great for email marketing but a good read to be a successful marketer.
The first ring outside of the bulls-eye in my mind is social media. The rise of popularity of twitter, facebook, and LinkedIn really helps the SMART marketer leverage word of mouth. In a future blog I'll talk about how the combination of email marketing and social media can be extremely powerful.
Bulls-eye: Word of Mouth; your friends, clients, peers, and associations talking about you and recommending you and your company. PR through people writing about you in articles and blogs, customer testimonials.
Back to your favorite restaurant. Why is it your favorite? Have you told other people about it? Word of mouth is powerful isn't it.
How can you leverage aspects of marketing that make sense to help you achieve your SMART goals and help you promote your word of mouth?
By the way. Click here to learn about my favorite restaurant. Turn on your speakers.
John Meyer @johndmeyer